the social media content factory

Build Your Own Content Factory WACVB 2014

Tess McBride @tess_mcbreezy

Kat Reese @kat_pdx

© 2014 Sparkloft Media

OVERVIEW

Why build a factory?

What are you manufacturing?

How are you making it?

Up and running

Blueprints

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Common Themes

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© 2014 Sparkloft Media © 2014 Sparkloft Media

Be different

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Story instigating

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Story instigating

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WHAT ARE YOU MANUFACTURING?

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1

What are the pieces?

Client Approval

Publishing Day and Time

Community Manager

Photo Sourcing Strategy

Defined Themes

Community Standards

Social Brand Guides

Copy

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STEP 1: THE COPY

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Plan a Content Calendar

1

2

3

4

Plan post dates, themes and goals

Proofread copy

Include links

Multiple Channels, One Document

1

3

2

4

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© 2014 Sparkloft Media © 2014 Sparkloft Media Confidential

Which is better: Shares

290

1,595

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© 2014 Sparkloft Media © 2014 Sparkloft Media Confidential

17

Which is better: Retweets

141

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© 2014 Sparkloft Media

STEP 2: THE VISUALS

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Importance

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© 2014 Sparkloft Media © 2014 Sparkloft Media Confidential

Which is better: Shares

15 103

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© 2014 Sparkloft Media © 2014 Sparkloft Media Confidential

Which is better: Likes

981 1,320

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© 2014 Sparkloft Media © 2014 Sparkloft Media Confidential

Soft Branding

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© 2014 Sparkloft Media © 2014 Sparkloft Media Confidential

Same but different

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© 2014 Sparkloft Media

HOW ARE YOU MAKING IT?

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STEP 1: HEAVY LIFTING

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Utilize People

1

2

3

4

Staff

Membership & Partners

Social Community

Real people, locals

@kimberlyinaz @raerays

@sparkloftmedia @bakeradventures

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© 2014 Sparkloft Media

…but no thanks.

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© 2014 Sparkloft Media

STEP 2: FINE TUNING

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Publishing time

INSIGHTS -> POSTS

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Plan ahead

CONTENT CALENDAR / SHOT LIST

1

Date

2

Event / holiday / promotion

3 Platform

4

Content theme

5 Content description / image needed

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Create timely events

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Integration

Source: Twitter Blog

TV WITH TWITTERTV

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The Middle Ground

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© 2014 Sparkloft Media

UP AND RUNNING?

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Measurement

1

2

3

4

Are people sharing?

Are people engaging?

Are your posts getting the right number of impressions?

Is your follower or like count growing monthly?

© 2014 Sparkloft Media

Measurement

Oct

Nov

Dec

0 40 80 120 160

85

33

70

101

46

140

140

74

29

1. Website issues2. Events3. Lack of deals

0

500

1,000

1,500

2,000

748

618

Oct

Nov

Dec

0 40 80 120 160

166

43

36

98

47

55

134

80

89

1. Outdoor themes2. Culinary themes3. Praise for promotion

Total Sentiment

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LET’S MAKE A BLUEPRINT

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To post or not to post?

DEFINE YOUR BRAND CREATE YOUR PLAN

© 2014 Sparkloft Media

© 2014 Sparkloft Media

Let’s stay in touch

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Facebook !

Instagram !

LinkedIn