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Be the life and soul of the party with content

Part 3 of “The 3rd Age of Social” eBook GET THE FULL EBOOK

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Brands understand the importance of content

CEOs and Executives have already begun to seriously recognise the potential power of content marketing and they are setting aside substantial budgets.

3% 11%

31% 55%

B2C Content Marketing Spend (next 12 Months)

Decrease Unsure No Change Increase

Source http://contentmarketinginstitute.com/

Over half of Marketing

Execs in North America

will increase content

marketing spend!

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The process of producing engaging content is like the art of good conversation!

Be the likeable socialite people love talking to and

whose opinion they trust. Don’t be the bore they try to ignore.

1.  Be informed and up to date

2.  Be where the action is

3.  Don’t hog the conversation

4.  Be aware of people’s responses

5.  Ask about them

6.  Be genuine

7.  Be interesting!

Done?

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You can’t have a good conversation if you don’t know what people are talking about. You need to keep your finger on the pulse.

An easy thing to do right now Set up Google Alerts for relevant topics to

keep on top of the latest news

1. Be Informed and Up-to-Date

It could be a hilarious new perspective or a story not yet broken into mainstream news channels but, like any news

reporter, community managers have to be fully in the know.

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2. Be Where the Action is

People are more likely to want to hear what you think about something if you were actually there.

Like journalists, getting out there to industry events, conferences and undertaking interviews will ensure

content is up-to-the minute and insightful.

Top tip If you can’t be in all places

at once – make use of your team!

Introducing short punchy editorial meetings with

social media managers, CMOs and execs can

really elevate the quality of your content.

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3. Don’t Hog the Conversation

No one likes the loudmouth who won’t shut up, no matter how intelligent or interesting they might be.

Tools such as BufferApp allow tweets to be pre-uploaded and then staggers the release

of these tweets throughout the day.

It’s best used, however, for content which is not time-sensitive. (remember

Tesco’s horsemeat hay tweet fiasco?)

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4. Be Aware of People’s Responses

You need to be aware of the effect of your conversations. This requires good data.

Each audience will be different and choosing the right metrics to assess the success of content and measure progress is key. Prioritise those metrics which will be the best measure of the type of success you want. It will also affect which analytics program you use

Measuring the right metrics

•  Is this not an appropriate topic for the company?

•  Is a group gathering round to hear more?

•  Do we want the content to generate awareness or direct sales?

The question will impact which metrics to use, and will frame the activity in your mind.

Asking the right questions

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The oldest and best rule for any conversationalist!

On a smaller scale, simple actions you can initiate are polls, questions, suggestions, reviews, experience reports, vlogs and Vines.

5. Ask About Them

Case in point Lays did fantastically with its “Do us a flavour”

competition, launched on Facebook and Twitter to gather suggestions for a new flavour.

#SaveGarlicBread!

#SaveChickenWaffles!

8 Million Entries

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6. Be Genuine

People won’t want to talk to you if they don’t feel they can trust you or if they suspect your motives.

What’s the worst disaster

response tweet you’ve

seen? Email us on

partners@peerindex.com

Case in point Social media users are generally a savvy bunch; they don’t like being taken for a ride or being patronised. Microsoft and American Apparel forgot about this cornerstone of social and flopped embarrassingly. This doesn’t mean you can’t sell your products on social, but be transparent about your business and know when you’d be inappropriately doing so.

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7. Be Interesting – an ‘OOOOlympic’ primer

riginality: It’s fine to take inspiration from good ideas but make sure you are not just copying what other (especially competitor) companies are doing.

pinion: Don’t just tweet out a news story with the headline - add your own thoughts about the issue and invite people to offer their views as well.

rganisation: Your own team are your best resource! Ask for input and inspiration from the people around you.

n-target: Content needs to cater for the specific audience and you should definitely consider different audience segments in your community.

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Contact us

www.peerindex.com | @peerindex | +44 (0) 333 577 7337

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