the social media content factory
TRANSCRIPT
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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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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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
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© 2014 Sparkloft Media
Let’s stay in touch
Twitter !
Facebook !
Instagram !