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Why Your Social Content Strategy Sucks and How to Fix It
- 1. Why Your Social Media Content Strategy Sucks (And How to Fix It) #GeekendSM
- 2. About Meghan #GeekendSM Social 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
- 3. The Value #GeekendSM • 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?
- 4. DEVELOP A SOCIAL MEDIA CONTENT STRATEGY #GeekendSM
- 5. Set Goals #GeekendSM • 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. 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
- 6. Determine Voice #GeekendSM • Voice & tone are what set you apart from your competitors • Should be instantly recognizable • Define target audience Tip: Your social voice can be more conversational and should be transparent and accessible.
- 7. Create Engaging #GeekendSM Content When Creating Content… • Use Visuals • Incorporate CTAs • Be Concise • Optimize for Platforms Tip: Create a content calendar using themes to keep your content structured and organized!
- 8. 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.
- 9. 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
- 10. Content Categories That We Can’t Resist #GeekendSM
- 11. Tell Me a #GeekendSM Story
- 12. Tap Into My Emotions #GeekendSM
- 13. Make Me Laugh #GeekendSM
- 14. Teach Me Something #GeekendSM (provide value)
- 15. Give Me a Voice #GeekendSM
- 16. Be Relevant #GeekendSM
- 17. Inspire Me #GeekendSM
- 18. Reward Me #GeekendSM
- 19. Creative is Content #GeekendSM
- 20. Creative is Content #GeekendSM
- 21. Creative is Content #GeekendSM
- 22. Creative is Content #GeekendSM
- 23. Resources #GeekendSM Visual Content PicMonkey iMovie Visual.ly Scheduling HootSuite Tweetdeck Buffer Measurement Facebook Analytics TwitterCounter Bit.ly or Owl.ly Educational Resources Mashable Social Media Examiner Hubspot TechCrunch
Notas del editor
- 56% of Americans have a profile on social media sites 53% of small businesses are using social media and 88% believe that exposure is the biggest benefit The most popular social networking tool for marketing is Facebook
- Lot of ppl throw something up against a wall and see if it sticks. OR they randomly post content and then disappear. Or they don’t update their profile with a ll the new changes, like a cover photo. Without a strategy in place you won’t have the roadmap to succeed. Every time you post, you have an opportunity to create curiousity, challenge people and inspire them. These are all great ways to increase interactions. Content supports everything you do from running a contest or promotion, interacting with fans, getting noticed in the news feed – if can be argued to be the single most important aspect of social media. If you’re not producing good content, if you’re not taking the time to produce and think through what is going to work for you, then you will never reach your full potential and you’ll never see the kind of benefits you hear about from other businesses.
- Talk about Edgerank it goes photo-text-video-link is how it’s rated. Then content will be shown to those who interact with you most frequently. Social networks are increasingly leaning towards becoming more visual in both the functionalit of the site and content user interact with. Facebook’s mobile app just udated to include filters on photos uploaded through your phone to the site. Twitter is rumored to be working on something similar. Google bought a photo filtering software similar to Instagram earlier this year – people respond to photsoa nd it’s easier to digest visual content. 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. 40% of people will respond better to visual information than plain text. Publishers who use infographics grow in traffic an average of 12% more than those who don't. Visual content drives engagement. In fact, just one month after the introduction of Facebook timeline for brands, visual content -- photos and videos -- saw a 65% increase in engagement.
- 52% of consumers have stopped following a brand on FB because their posts have become to repetitive or boring. Facebook – evenings and weekends tend to see spikes in engagement Facebook - post 7x per week, leaving a 2-hour window between posts Twitter - post up to 22 times per day, but remember to engage in conversations and be generous with RTs and mentions Twitter – posts during the day, 11am to 3pm are usually best Differs from network to network and industry to industry Respond, monitor and engage
- Lot of ppl throw something up against a wall and see if it sticks. OR they randomly post content and then disappear. Or they don’t update their profile with a ll the new changes, like a cover photo. Without a strategy in place you won’t have the roadmap to succeed. Every time you post, you have an opportunity to create curiousity, challenge people and inspire them. These are all great ways to increase interactions. Content supports everything you do from running a contest or promotion, interacting with fans, getting noticed in the news feed – if can be argued to be the single most important aspect of social media. If you’re not producing good content, if you’re not taking the time to produce and think through what is going to work for you, then you will never reach your full potential and you’ll never see the kind of benefits you hear about from other businesses.
- Other content ideas include true or false, caption contests, multiple choice or polls, trivia and facts VIP access and sneak peaks into your brand and company