tying social media content into strategy

TYING SOCIAL MEDIA CONTENT INTO STRATEGYNOVEMBER 22, 2013@TAYLORHULYK#SMW4

Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4

SOCIAL MEDIA SHOULD NEVER BE HAPHAZARD

2Why? It lacks strategy and effectiveness...and it’s exhausting.


BREAKING DOWN THE STRATEGY BUZZ WORDS

GOAL: What is your ultimate desire or destination?

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OBJECTIVE: What are the actionable steps towards achieving that goal?

METRIC: How do you measure the success of your objective?


A REAL WORLD EXAMPLE...WITH PETS!

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PET SUPPLIES PLUS

These are my clients at Pet Supplies Plus. They’re pretty cool.Together, we developed a comprehensive content strategy that would begin to associate Pet Supplies Plus as a trusted, loyal member of the community and your one-stop shop for pet supplies.

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BOBCAROL


THIS IS THEIR BEFORE... (BEFORE SEPTEMBER 2013)

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Awww, how cute.Who can tell me what’s missing?


THIS IS THEIR AFTER... (AFTER SEPTEMBER 2013)

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Recall

National Adoption EventCharitable Animal Rescue

Voice of the Pet

Voice of the Pet Photo

Neighbor Photo/Halloween Contest Plug

Barking Control Article from ASPCA

Store Opening

Fall Apparel Sale

Coupon


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NOTICE ANYTHING?


HOW DID WE DO IT?

1. We decided to make a commitment to Pet Supplies Plus social media (that’s not always a breeze).

2. We asked the question: How do we make social media valuable for Pet Supplies Plus?

3. First, we had to ask: “What does “valuable” mean for PSP?” That led us to rehash our business goals.

4. We determined that it’s great that we want to sell more, but we had to ask ourselves, “How does that translate into social media since we don’t have e-commerce?”

5. Well, what types of behaviors indicate likelihood to buy?

6. Establishing neighbor trust is in there, probably providing product education, too.

7. Okay, great. How will we do that? Content categories surrounding our objectives are a good idea.

8. How will we measure the success of this content? In lieu of e-commerce or direct response, we’ve got to rely on the metrics we have at our fingertips on our social platforms.

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FOR EXAMPLE: THE ESTABLISHING NEIGHBOR TRUST OBJECTIVE

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Establish Neighbor Trust• Facebook: Total Post Consumption• Facebook/Twitter: Compliments vs. Complaints• Facebook: Total Neighbor Conversations• Twitter: Mentions• Twitter: Retweets• Blog: Overall Traffic• Blog: Shares


MONTHLY EXECUTIONA HOW-TO

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CREATE A CONTENT CALENDAR

Create a content calendar that maps out all of your content for your time period.

• These help your content stay strategic.• It also helps in the distribution of different types of content.★ For tips, check out this recent blog post from my colleague, Sara:

Plan Ahead: 3 Tips for Creating a Comprehensive Content Calendar: http://regroup.us/2013/blog/social/plan-ahead-3-tips-building-comprehensive-content-calendar/

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Date Topic Verbatim Update Content Category Link Multimedia


PUT YOUR THINKING CAP ON

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Once you’ve got your content categories...

• Determine your content intervals. How often will you refresh? Weekly? Monthly? Quarterly?

• Assess your yearly marketing calendar to be sure you’re in line with any promotional periods.

• Check your event calendar to make sure you leave space for promotion, coverage and a recap.

• Brainstorm! This is where you need to set aside time to think. Get creative! How are you going to creatively approach content in each of your categories?


PUBLISH/LISTEN

Either schedule or publish your posts on a daily basis. Be sure to pay attention to how your community is reacting to your content.

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MEASURE!

Using your pre-established metrics, measure the success of your content objectives.But remember—counting’s only half the battle...

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READ/DISSECTCALCULATE

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Thank You!


Taylor [email protected]

734.327.6622@taylorhulyk

tying social media content into strategy

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