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Social Media Content Generation

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Social Media Content Generation

  1. 1. SOCIAL MEDIA CONTENT GENERATION TAYLOR HULYK, @TAYLORHULYK SOCIAL MEDIA DIRECTOR, RE:GROUP NOVEMBER 16, 2012
  2. 2. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 RE:GROUP: WHO WE ARE 2
  3. 3. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 DON’T LISTEN TO THESE PEOPLE Dear All, Please read this in its entirety: http://theoatmeal.com/ comics/making_things You’re welcome, Taylor 3
  4. 4. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 4 3 WAYS TO WRITE
  5. 5. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 THE “I’VE GOTTA DO SOMETHING!!!!” 5 I’m wet! Therefore, uncomfortable, and more likely to do crazy things!
  6. 6. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 THE STIFF CALCULATION 6 I’m a frickin’ cat. And I will get you, mouse. Believe it.
  7. 7. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 THE CHILL 7 I’m so great at being a cat.
  8. 8. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 WHICH ONE WOULD YOU GO WITH? 8 1 2 3
  9. 9. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 THE WAY OF “THE CHILL” 9
  10. 10. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 FOR EXAMPLE...DON’T DO THIS 10
  11. 11. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 BE YOURSELF, BUT BE SMART ABOUT IT Ask yourself these questions: • Who is my audience? • Where do they hang out? • What are the norms of the medium? • What do I want to accomplish there? • What is my tone? • What is my message? • How will I measure that? 11
  12. 12. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 CASE STUDY: GOLDFISH SWIM SCHOOL 12 You might think we’re talking to them...
  13. 13. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 CASE STUDY: GOLDFISH SWIM SCHOOL 13 But we’re really talking to them.
  14. 14. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 CREATE CONTENT CATEGORIES P a r e n t a l E d u c a t i o n A d m i n i s t r a t i v e U p d a t e s S t a f f S t u d e n t s E x p e r i e n c e F r a n c h i s i n g U p d a t e s 14
  15. 15. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 CREATE A CONTENT CALENDAR 15 Date Topic Verbatim Content Category Link Multimedia Performance Friday, 10/5/12 The Student Experience We know you feel great knowing that your kids are getting the instruction and experience they need to feel comfortable in the water, but how do THEY feel? We asked Goldfish Swim School - Ann Arbor sisters Carmen and Kennedy and this is what they had to say: We love swimming! I’m Carmen and my favorite part is monkey, tree, banana. I’m Kennedy and my favorite part is diving for rings! We love our teachers because they are so silly! Students None Photo of Carmen and Kennedy • 11 likes • No comments • No shares • 48 engagements • 9 people talking about this
  16. 16. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 MEASURE REGULARLY Like Count • Post Likes • Comments • Shares • Number of Posts • Proactive Customer Interaction • Most Popular Content Category • Facebook Website Referrals 16
  17. 17. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 WHEN WRITING... You naturally write for search, so don’t try too hard. But there are some things to take note of before you write! • What keywords are your competitors winning? • Which keywords are you winning? • Which keywords are people using to find your site? • Which do you want to win? • How many searches are being done for your desired keyword? • How likely is it that you can organically win the keyword? 17
  18. 18. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 REMEMBER, BE YOURSELF...FOR YOUR AUDIENCE. 18 Now get to content generating!
  19. 19. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 THANK YOU! Questions? @taylorhulyk taylor.hulyk@regroup.us 19
  20. 20. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 PHOTO CREDIT • Slide 3 (Three Peppers): http://www.flickr.com/photos/sheepies/2907192949/ • Slide 4 (Wet Cat): http://www.flickr.com/photos/macwagen/225493960/ • Slide 5 (Hunter Cat): http://www.flickr.com/photos/netzanette/6100501480/in/photostream/ • Slide 6 (Chill Cat): http://www.flickr.com/photos/girius/5938542750/ • Slide 8 (Dave Matthews): http://www.flickr.com/photos/75858419@N04/6814492490/ • Slide 17 (Paw Print): http://www.flickr.com/photos/auntikhaki/130332937/ 20

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