why your social content strategy sucks and how to fix it
DESCRIPTION
Geekend 2012 presentation on social media and content marketing.TRANSCRIPT
Why Your Social Media Content Strategy
Sucks(And How to Fix It)
#GeekendSM
About MeghanSocial Media Director at Girl Scouts – North Carolina Coastal Pines
Worked with brands such as AOL, Glamour, The Pampered Chef, The Sports Club/LA and Kaplan University
Graduate of Elon University M.A. in Interactive Media
@meghangargan | #GeekendSM
#GeekendSM
The Value
• Raise awareness, increase retention and generate leads
• Control, moderate and get involved
• Gain valuable consumer insight
• Provide amazing customer service and drive brand loyalty
• But it’s a crowded field – how do you get noticed?
#GeekendSM
DEVELOP A SOCIAL MEDIACONTENT STRATEGY
#GeekendSM
Set Goals
• What are you trying to accomplish?
• How will you measure your success?
• How does social media integrate with my other marketing efforts?
Determine what platforms work best for your brand.
#GeekendSM
Tip: Create a strategic plan that outlines your goals, the tactics you’ll use to accomplish these goals and the KPIs you’ll show to determine the level of success.
Goal + Tactic + KPI = ROI
Determine Voice
• Voice & tone are what set you apart from your competitors
• Should be instantly recognizable
• Define target audience
#GeekendSM
Tip: Your social voice can be more conversational and should be transparent and accessible.
Create Engaging Content
When Creating Content…
• Use Visuals
• Incorporate CTAs
• Be Concise
• Optimize for Platforms
#GeekendSM
Tip: Create a content calendar using themes to keep your content structured and organized!
Publishing #GeekendSM
WHEN you say something is just as important as WHAT you’re saying!
• Use scheduling resources & tagging
• Timing, frequency & consistency
Tip: Tip: While Pinterest is a relatively new social network, make sure you space out pins so you don’t appear spammy or overwhelm people’s feeds. LinkedIn follows similar rules as Facebook – make sure that your content is relevant to your LinkedIn and Pinterest audiences.
Measure & Report #GeekendSM
• Listen to what people are saying (or not saying)
• Look at analytics – both engagement metrics as well as reach, impressions and clicks
• Leverage data to influence future content
Content Categories ThatWe Can’t Resist
#GeekendSM
Tell Me a Story
#GeekendSM
Tap Into My Emotions #GeekendSM
Make Me Laugh #GeekendSM
Teach Me Something(provide value)
#GeekendSM
Give Me a Voice #GeekendSM
Be Relevant #GeekendSM
Inspire Me #GeekendSM
Reward Me #GeekendSM
Creative is Content #GeekendSM
Creative is Content #GeekendSM
Creative is Content #GeekendSM
Creative is Content #GeekendSM
Resources #GeekendSM
Visual ContentPicMonkeyiMovieVisual.ly
SchedulingHootSuiteTweetdeckBuffer
MeasurementFacebook AnalyticsTwitterCounterBit.ly or Owl.ly
Educational ResourcesMashableSocial Media ExaminerHubspotTechCrunch