Developing Your Social Content Strategy€¦ · •@ BlackRock leading Global Social Media •10 + years experience ... Conduct an analysis customized to your brand 2) Package it

Developing Your Social Content Strategy

Jenn Eldin, Global Head of Social @BlackRock

About me

• @ BlackRock leading Global Social Media

• 10 + years experience in Marketing. Developed marketing programs for CPG companies, led content/social at American Express @OPENForum, launched a prepaid card brand

• Paleo chef, night photographer and mother to a semi-famous dog

Twitter: @JennEldin

Instagram: @Paleo_esque and @BageltheNYCDog

The path to a great content strategy

1) Conduct an analysis customized to your brand

2) Package it in a simple enough way that you can point bosses, content

creators and yourself towards greatness

3) Roadshow it

GROUP THERAPY FOR CONTENT MARKETERS

QUALITATIVE SELF ASSESSMENT

WORKSHOP ON 4 KEY INPUTS TO A CONTENT STRATEGY

DEEP DIVE ON INPUT #4 (ASSESSING YOUR OWN DATA)

WRAP-UP (HOW TO ROADSHOW THIS THING)

Agenda

#1

#2

#3

#4

#5






Agenda

#1

#2

#3

#4

#5

Part 1: Content Marketing Discussion (Breakout-15mins)

Key content marketing challenges?

• Complicated Internal Dynamics

Too many cooks in the kitchen, funding/business priorities, levels of interest

• Lack of knowledge

Or enough to be dangerous

• Resourcing

Freelancers, agencies, contractors, employees

What makes great content?

• Breaks through

• Customer driven

• Authentically showcases your brand

• Feels honest, conversational

Characteristics of bad content?

Salesy

Not mobile optimized

Too many words

Bad images or no images

Offensive






Agenda

#1

#2

#3

#4

#5

Part 2: Qualitative Self Assessment (Breakout-15mins)






Agenda

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#2

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#4

#5

Landscape Assessment

Brand Fit

Performance Data

Customer Research

4 inputs for developing a cohesive content strategy

Content Strategy Inputs


Brand Fit

Performance Data

Customer Research

1) Who is your target

customer?

2) What do they want from your

brand?

3) What are their usage

behaviors on social?

4) How can I validate these

answers?

Breakout (10mins)- pick 1 brand

per table and write out potential

answers as a group

Key Questions

Customer Research: Clearly define your target

Customer Research


Key Questions

1) What are your competitors doing

in social? What are they missing?

2) What are aspirational brands

doing in social?

3) How would I approach gathering

this data?

Breakout (10mins)- pick 1 brand per

table and write out potential answers

as a group

Landscape Assessment: Get perspective on what others are doing to

inform your approach


Brand Fit

Performance Data

Customer Research



Key Questions

1) What key messages do you

want to communicate about

your brand?

2) What is your brand truly known

for?

3) Do these match?

Breakout (10mins)- pick 1 brand per

table and write out potential

answers as a group

Brand Fit: Strike the right balance between driving business priorities

and being authentic within social


Brand Fit

Performance Data

Customer Research

Brand Fit


Performance Data: Leverage data to infer what customers really want

from your brand and to drive future performance

1) What are the characteristics of

high performing and low

performing content?

2) What combinations of

channel/platform, audience

targeting and content have

worked best?

Key Questions


Brand Fit

Performance Data

Customer Research

Performance Data







Agenda

#1

#2

#3

#4

#5

Assessing your own data: 3 types of analyses

Campaign Analysis Long-Form Content Analysis (Articles)

Analysis of Overall Social Media Channel Data

Description Analysis of winning and losing

characteristics of content within

specific social media campaign,

generally <100 posts.

Analysis of sample set of

articles and longer form content

intended to inform future

headlines and content

approach.

Analysis of 500+ social media

posts over a longer timeframe.

Pros/Cons Greatest depth of insight with

smaller sample and cohesive

message, but less breadth.

Best if articles are a major input

to your social approach

Greater breadth of content types

and themes. More challenging

to go deep.

Key Steps • Top line performance

• In-depth review of all

campaign posts

• Extract key top and bottom

performing characteristics

and summarize

• Topic Analysis

• Headline Analysis

• Author Analysis

• Review top and bottom

posts across timeframe



and summarize

#1 #2 #3

2014 ABC Campaign Results

Engagement Rates

FACEBOOK: 1.9%

TWITTER: 3.2%

LINKEDIN: 0.4%

Conversions

8,000 registrations

Other Highlights

30 Retweets by influencers with 50K+ followers

Reached 30% of Millennials within 3 months of launch

The ABC Social campaign outperformed both industry and enterprise engagement benchmarks,

except on LinkedIn where customer penetration is lowest

Overall Campaign PerformanceCampaign Analysis: Step 1- Create a top-line campaign performance

recap

30% over Benchmark

100% over Benchmark

28% below benchmark

+22% vs. LY with 20% less spend

+50% vs. LY

Breakout (5mins)- Briefly

discuss as a group how

you have framed top-line

recaps in the past• What KPIs?

• Any qualitative insights?

• What format resonates

most/least within your

company?

Campaign Analysis: Step 2- Create your post-by-post manual

Facebook Twitter LinkedIn

Tactic Promoted Post

Promoted Tweet

Sponsored Update

Date 4/21 – 4/27

Target Millennials & Sport Enthusiasts

Spend $3,000 $3,000 $500

Copy Insert post copy here and indicate CTA

Insert post copy here and indicate CTA


Vs. BenchmarkTW: +30%FB: +10%

LI: -25%

Post Image

Facebook Twitter LinkedIn

Tactic Promoted Post

Promoted Tweet

Sponsored Update

Date 4/21 – 4/27

Target Millennials & Sport Enthusiasts

Spend $6,000 $200 $20

Copy Insert post copy here and indicate CTA



Vs. BenchmarkTW: -98%FB: +98%LI: +25%

Post Image

Create a document outlining performance

of every post- Yes, this takes work

Why you should do this:

• Changing guards and lack of frequent

performance oversight may mean you don’t

have a clear picture of what is working

• Going through process of documenting

each post will make key learnings intuitive

and help with future transitions

• Note: If too much work, you can manually

“eyeball it”

What to do with it:

• As you create this document, note and list

recurring characteristics of high/low posts

Detailed Performance by Individual Post

Product Benefits

Average

Engagement

Rate

% above ABC

Average

F: 2.23% 34%

T: 3.15% 25%

References Product Benefit X

Prioritize Benefit X in social. Showcase it

in ABC format.

ABC Post copy and CTA ABC Post copy and

CTA ABC Post copy and CTA



Average

Engagement

Rate

% above ABC

Average

F: 1.84% 11%

T: 2.35% (7)%

Action

References Product Benefit Y

Illustrative Post Image


Graphic Posts

Average

Engagement

Rate

% above ABC

Average

F: 2.23% 34%

T: 3.15% 25%

Illustrations

Leverage graphics for ABC use case, with

an emphasis on Cartoons for DEF.





Average

Engagement

Rate

% above ABC

Average

F: 1.84% 11%

T: 2.35% (7)%

Action

Cartoons



Campaign Analysis: Step 3- Build on manual to create document that

summarizes top and bottom performance characteristics

Leverage manual to create content

playbook

Steps:

1) Create your list of characteristics for top

performing posts

2) Create your list of characteristics for

bottom performing posts

3) Select your KPI and determine the

average for posts with each top and

bottom characteristic

4) Create a document that lists the average

performance of posts with top and bottom


Ex: When you created your post-by-post document, you noticed

that within product benefit posts, Benefits X & Y performed best,

particularly when Benefit X was showcased as a GIF.

Summarized Top Performance Characteristics

Assessing your own data (3 types of analyses)

Campaign Analysis Longer Form Content Analysis

(Blogs, articles, thought leadership)



characteristics of specific social

media campaign, generally

<100 posts.





approach.






Key if longer form content is one

of the top items you use to

create social content



to go deep.



campaign posts



and summarize

• Headline Analysis

• Topic Analysis

• Author Analysis

• Search as Input





and summarize

#1 #2 #3

Article Analysis: Setting a topic allocation

Cats20%

Dogs10%

Frogs15%

Birds55%

ARTICLE ALLOCATION

Cats20%

Dogs10%

Frogs40%

Birds30%

PERCENT OF PAGE VIEWS BY TOPIC

Key Takeaways

• Content is over allocated towards

Birds

• Cats and Dogs are receiving the

appropriate level of overall

coverage

• There is opportunity to increase

coverage of Frogs by more than

2x, as the topic is generating nearly

half of site traffic on just 15% of the

overall allocation of acticles

• Next step: Redefine topic allocation

percentage and restack resourcing

accordingly

Assess resource allocation

vs. performance

Steps:

1) Distill overall volume of

content into 5 key themes

2) Estimate % of articles that

tie to each theme

3) Estimate average article

performance by theme.

Use organic PVs so paid

investment does not

distort

4) Compare allocation of

articles vs. overall percent

of organic traffic

Assessing your own data (3 types of analyses)

Campaign Analysis Longer Form Content Analysis

(Blogs, articles, thought leadership)



characteristics of specific social

media campaign, generally

<100 posts.





approach.






Key if longer form content is one

of the top items you use to

create social content



to go deep.



campaign posts



and summarize

• Headline Analyses

• Topic Analyses

• Author Analyses





and summarize

#1 #2 #3






Agenda

#1

#2

#3

#4

#5

Piecing it all together- The Storyline

Here are the 4 key inputs to this content strategy (it’s

robust!)

Customer Research Shows

us X

Here’s what competitors/aspirational brands

are doing

Here’s a robust data analysis to back all this up

and reveal further insights

Here’s the new content

strategy, based on all those

inputs

We are going to keep learning-

here is the testing roadmap

Here’s the plan of attack!

Part I:

This

strategy

is made

of iron

Part II:

Here’s

how I

plan to

deliver

Here are the business needs

and how this fits our brand

Conclusion: Process for creating a roadshow document and

leveraging this analysis

Summarize Analysis/Research

Develop content testing roadmap

Roadshow internally

Roadshow with content creation

partners

• Draft summary of

assessment,

including key inputs

of customer

research, landscape

assessment, internal

priorities and

performance data

• Create abbreviated

data analysis slides

as needed. Appendix

deeper data dives

• Draft

recommendation for

future content

creation

• Create list of

unanswered

questions

• Structure a calendar

A/B tests (1 variable

at a time!) for the

next 3-6months

• Set meetings with

key stakeholders-

leadership, content

creation partners

• As content requests

arise, continue to

share document

• Note: Update data

analysis on regular

basis (quarterly+)

• Share analyses and

internal response to

roadshow with

agency partners,

freelancers, and any

other content

creators to help

enhance future

creation

Thank you!

Jenn Eldin@JennEldin

Documents

Developing Your Social Content Strategy€¦ · •@ BlackRock leading Global Social Media •10 + years experience ... Conduct an analysis customized to your brand 2) Package it