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Plan Your Content Strategy BEFORE
your Social Media StrategyAhava Leibtag, President
Aha Media Group
Social Media Strategies Summit
April 29 2015
@ahavaL #SMSsummit
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Who said?
Two roads diverged in a wood, and I—I took the one less
traveled by, And that has made all the difference.
One small step for man, one giant leap for mankind.
Four score and seven years ago our fathers brought forth on this continent, a new nation,
conceived in Liberty, and dedicated to the proposition
that all men are created equal.
A long time ago, in a galaxy far far away…
Great relationships begin with great conversations.
Great conversations begin with great content.
@ahaval #SMSsummit
Relationships
ConversationsContent
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Great relationships
Great conversations
Great
content
What is content?
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Content Formats• Written articles
• Podcasts
• Video
• Photographs
• Infographics
• Slide Shows
• Whitepapers
• Polls/Survey data
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vs.
(don’t get confused)
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Content Delivery Tools• Websites
• Blogs
• Newsletters
• iTunes
• YouTube
• Slideshare
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About Distribution.
Defining Content Strategy
Content Strategy:
• Align with business objectives
• Support users in accomplishing tasks
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Business Goals
User Tasks
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Content Strategy Has 3 Parts
1. External Messaging: Answer the 5 essential questions
2. Internal Workflow: How do we create a repeatable, sustainable content lifecycle?
3. Technological Delivery of Content: How do we control the display and delivery of content?
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#1: Editorial/Brand
All organizations need to know:
1. To whom are you talking?
2. Who are you?
3. What are you trying to say?
4. How do you say it?
5. Where and where do you say it?
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#2: Workflow
They also need to know:
Internally who is responsible for all the different phases of a content strategy?
• Plan
• Create
• Publish
• Distribute
• Analyze
• Govern
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#3: Technical Display/Delivery of Content
• XML
• DITA
• Metadata
• Structured content
• Adaptive content
• Content modeling
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Answer what you want to say BEFORE
you decide where to say it.
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To whom are we speaking?
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To whom are we speaking? Who is our customer?
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Personas
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Customer Journey Maps
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Who are we?
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Who are we?Who is our brand?
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Who are we?: Identity PillarsCurrent Identity Pillars Future Identity Pillars
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FOR EXAMPLE
Identity Pillars
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Current Identity Pillars Future Identity Pillars
CHEAP
Identity Pillars
Current Identity Pillars Future Identity Pillars
CHEAP AFFORDABLE
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What are we trying to say?
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What are we trying to say? Messaging Architecture
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Messaging Architecture
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Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP
Messaging Architecture
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Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
Messaging Architecture
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Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
You can find the products you want, at
the price you are looking for.
Messaging Architecture
@ahaval #SMSsummit
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
You can find the products you want, at
the price you are looking for.
• Our prices are consistently 20% lower
than other retail chains
• Robust coupon program
How do we say it?
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How do we say it? Voice and Tone
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Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
@ahaval #SMSsummit
Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
@ahaval #SMSsummit
Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
@ahaval #SMSsummit
@ahaval #SMSsummit
@ahaval #SMSsummit
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When and Where Do We Say It?
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When and Where Do We Say It? Editorial Calendar
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Editorial Calendar
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What makes great conversations?
Great Conversations
1. Listen first
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Great Conversations
1. Listen first
2. Let the other person talk about themselves
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Great Conversations
1. Listen first
2. Let the other person talk about themselves
3. Emphasize similarities
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Building a Social Media Strategy
Key to Building Strong Social Media Communities
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Promote
Listen
Interact
Share
Great Relationships Begin with Great Conversations
Great Conversations
1. Listen first
2. Let the other person talk about themselves
3. Emphasize similarities
Great Communities
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Promote
Listen
Interact
Share
Measuring ROI
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Business Goals
User Tasks
Measuring ROI
Content Strategy
1. Can people find the information they need?
2. Can they make decisions based on that information?
3. Do they trust your brand?
Social Media
1. Can people interact with your brand?
2. Can they make decisions based on that information?
3. Do they trust your brand?
@ahaval #SMSsummit
Thank you!Ahava Leibtag
Aha Media Group
www.ahamediagroup.com
ahavaL
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