Learn how one GoPro accessories ecommerce website went from spending 3 hours a day on social media, to just 3 hours a week. This is great for any business that doesn't have the time or energy to make sure that A) their social media accounts aren't going dormant and B) their content is high quality. These slides will cover automating Facebook, LinkedIn, Google +, Twitter, but the "Discovering Content" portion can easily be applied to additional social networks such as Pintrest, Tumblr, or Instagram to name a few examples.

1. Content Creation &
Automating Social Media
for ecommerce websites
Based off of the techniques used by
www.heyisiton.com a GoPro accessory
website

2. Background
● Hey Is It On is a GoPro® accessory
ecommerce website
● Main social media accounts are Google+,
Facebook and Twitter. Second level are
Tumblr, and Pintrest.
● Prior to automating / scheduling, social
media was taking upwards of 3 hours a day.
It is now down to 3 hours a week.

3. Content
Content should be viewed in three different
levels. Top Level is customer content, second
level is your content and finally third level, is
outside content.

4. The Three Different Levels of Content
1. Top level, the best content, comes from your
customers. Reviews, photos, videos,
statuses. Example.
2. Second level, is content that you’ve
generated. Your blogposts, videos, photos,
status updates. Example.
3. Third level, is content that others, but not
your customers, have generated. Example.

5. Finding Content
1. Top level: Find and share reviews, ask
customers if you can post their photos / videos.
If they share directly on your page, you can
reshare w/o permission.
2. Second level: Go through your blog.
Screenshot features of what you offer and
explain what they do.
3. Third level: Use Buzzsumo

6. Buzzsumo
Great tool to find trending social media across
different platforms.
Look at this screen capture from a buzzsumo
search, what does it tell you?

7. Buzzsumo
14k shares on Facebook, yet only 29 on G+?
This article is ready to explode with exposure
on G+. You want to be the account that really
gets it out there. As far as third level content
goes, this is king.

8. Automating
Use BufferApp. It’s great because it is easy to
learn and figure out.
Scheduling posts is a breeze and you can post
between FB, G+, Twitter and LI.
Collect your content, and then spend one day a
week getting it scheduled in Buffer. This only
takes an hour or so.

9. BufferApp tips
● Make sure your timezone is set correctly, so
posts aren’t going out at 3am.
● Get rid of the buffer link shortening. People
like to know where links are taking them.
● Settings such as time and link shortening
need to be set for each social account. This
is easy to do, but not intuitive.

10. Twitter content
Retweeting is an easy way to post content that
is unique to twitter.
Searching hashtags can be a pain though,
especially if a hashtag is extremely busy and /
or littered with competitors, spammy users, or
in general, poor content.

11. Twitter content
Filter hashtags using the Chrome extension
Open Tweet Filter.

12. Twitter content
Use the filter to get rid of negative or sad
results.
Example: Filter out :( from your results. This will
eliminate tweets such as the one below, which
should never be shared by a GoPro accessory
company.

13. Remember
● Go through the tiers for finding content.
● Use Buzzsumo to find excellent 3rd level
content.
● Use BufferApp and schedule a week out.
● Use Open Tweet Filter to cut out users and
keywords from a heavily used hashtag.

14. Thanks for reading!
The ecommerce website used in the examples
is our own.
Hey Is It On - GoPro Accessories
Facebook
Google+
Twitter