How to manage your social media content strategy, presented by Kevin Hunt

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In his presentation, General Mills' Corporate Social Media Manager, Kevin Hunt, teaches a class on how to manage your social media content strategy.

He shares tips on sourcing great content, determining which platforms to focus on, and developing your content calendar.

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How to manage your social media content strategy, presented by Kevin Hunt

  1. 1. How to manage your social media content strategy KEVIN HUNT GENERAL MILLS DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT
  2. 2. How to ManageYour Social Media Content Strategy KEVIN HUNT Social Media Manager,Global Communications General Mills @kevin_hunt December 10, 2013 #brandsonly
  3. 3. 4 keys to your content strategy • Sourcing great content • Determining which platforms to focus on • Developing your content calendar • Making adjustments to your program @kevin_hunt #brandsonly 2
  4. 4. Sourcing great content @kevin_hunt #brandsonly 3
  5. 5. Build your foundation • Establish your goals • Sell your content program internally • Weekly social team editorial meeting • Monthly global editorial meeting • Daily social team/department huddle @kevin_hunt #brandsonly 4
  6. 6. Identify employees as resources/writers • Establish contacts within brands/divisions • Develop a blogger program @kevin_hunt #brandsonly 5
  7. 7. • Provide blog post guidelines • Conduct blog writing workshops • Assignments • Consider an internal community @kevin_hunt #brandsonly #digitalpr 6
  8. 8. @kevin_hunt #brandsonly #digitalpr 7
  9. 9. Repurpose and reuse • Do a content audit • Monitor brand/division blogs and sites • Monitor brand/division social properties • Choose from your own content @kevin_hunt #brandsonly 8
  10. 10. Look to the marketplace • Daily social listening/Ask your audience • What is Consumer Services hearing? • What is Sales hearing? • Establish a blogger/influencer network • Work with your partners/customers @kevin_hunt #brandsonly 9
  11. 11. @kevin_hunt #brandsonly 10
  12. 12. Determining which platforms to focus on @kevin_hunt #brandsonly 11
  13. 13. Factors to consider • Time/resources • Evaluate what your audience is looking for on that specific platform • Evaluate how and when your audience engages on that specific platform @kevin_hunt #brandsonly 12
  14. 14. Blog • Do you have the time/resources to launch and maintain a blog? • Determine your preferred blogging frequency • Who are your contributors? • Establish/modify your approval process @kevin_hunt #brandsonly 13
  15. 15. Blog.GeneralMills.com 14
  16. 16. Curated site • Will it be automated or manual? • Where will you pull content from? • Using 3rd party content? • Legal considerations @kevin_hunt #brandsonly 15
  17. 17. GeneralMills.com/ChannelG 16
  18. 18. Social channels @kevin_hunt #brandsonly 17
  19. 19. External sites • Identify places to showcase your content • What types of stories do you want to share? @kevin_hunt #brandsonly 18
  20. 20. Pay attention to platform results • What are people engaging with? • What is working? • What is not? @kevin_hunt #brandsonly 19
  21. 21. @kevin_hunt #brandsonly #digitalpr 20
  22. 22. Developing your content calendar @kevin_hunt #brandsonly 21
  23. 23. Idea Dashboard • An ongoing list of ideas that map to your business objectives and company/brand purpose • Consider ideas that: - Take your audience behind-the-scenes - Are meant to spark engagement - Are evergreen - Are based on events @kevin_hunt #brandsonly 22
  24. 24. Editorial and content creation calendars • Consider a shared calendar (Google Drive, Sharepoint, etc…) • Start with the editorial calendar – Focus on long-range ideas first (by quarter) • Determine best contacts/writers/producers for each idea • Once assigned, manage the progress and approval in your content creation calendar @kevin_hunt #brandsonly 23
  25. 25. @kevin_hunt #brandsonly #digitalpr 24
  26. 26. @kevin_hunt #brandsonly #digitalpr 25
  27. 27. @kevin_hunt #brandsonly #digitalpr 26
  28. 28. Making adjustments to your program @kevin_hunt #brandsonly 27
  29. 29. Look at your analytics daily • What content is most popular? Least? • Track search terms bringing people to your blog/site/platform • What are your sources of referral traffic • Monitor desktop and mobile traffic/usage @kevin_hunt #brandsonly 28
  30. 30. Be open to trying something new • Hangouts/live events/chats? • User-generated content? • Live events with influencers? @kevin_hunt #brandsonly 29
  31. 31. Be open to ending something • Lack of audience engagement • Lack of audience growth, over time @kevin_hunt #brandsonly 30
  32. 32. Final points • Promote and demonstrate your company/brand purpose in everything that you do • The engagement habits of your audience will change • Be interesting! @kevin_hunt #brandsonly 31
  33. 33. Questions? Kevin Hunt Social Media Manager Global Communications General Mills kevin.hunt@genmills.com @kevin_hunt
  34. 34. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT

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