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Geekend 2012 presentation on social media and content marketing.
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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