Using Design to Develop & Enhance your Social Media Strategy

1
What do we want to say?
(We have to start somewhere)
GILLIAN COLHOUN

2
MAKE LIKE NIKE
Don’t start with brand values
or guidelines. Start with the
the things customers see
come first.

3
MAKE LIKE GEORGE ORWELL
What am I trying to say? 
What words will express it?
What images make it clearer?
Could I say it in less words?
Have I written anything ugly?

4

5

6

7

8
QUICK QUESTION
What’s your favourite word?
Why? What does it evoke for you?
Share very quickly with the person next to you.

9
AUTOMATIC WRITING
3 Rules:
Always write with pen or pencil
Write faster than you think
Never lift your pen from the page
The thing about x is

10
EXERCISE IN CONSTRAINT & CONCISION
HAIKU
The first line has five
The second one has seven
The third line has five
5 syllables
7 syllables
5 syllables

11
HAIKU

11
HAIKU
Your file was so big.
It might be very useful.
But now it is gone.

11
HAIKU
But now it is gone.
Out of memory.
We wish to hold the whole sky,
But we never will.

11
HAIKU
But now it is gone.
Out of memory.
We wish to hold the whole sky,
But we never will.
Yesterday it worked
Today it is not working
Windows is like that

12
NOW YOU
X
Would you please create 
Something amazing for us
We have no budget

12
NOW YOU
X
Would you please create 
Something amazing for us
We have no budget
5 syllables
7 syllables
5 syllables

13
THERE’S NO MAGIC FORMULA
There’s no template. The main thing is to keep
writing, playing, editing, pushing it, editing again,
until you’ve got a distinctive set of at least three or
four routes that work for your brand (there’s no
point pushing a tone if it jars with everything else,
so cut anything that just doesn’t sound right).

14
1
Put more of you into your words
at work – engage through
writing that shows personality

15
2
Be as clear as you can be – draft,
edit, rewrite until you achieve
real clarity.

16
3
Avoid formulas and clichés –
make your words fresh, newly
crafted for your reader.

17
4
Be playful with words, they’re
your friends – treat them well
and they’ll connect you with
people you wish to influence.

18
5
Tell stories – there’s a potential
story in every business
communication and that story
will be remembered

19
6
Grab attention from the very
first words, develop the story,
end with a satisfying close.

20
How much can I fit
Into this presentation
Oh no, I’m out of

Lyndsey Doherty
Origin Digital

Create your Content
Strategy
Lyndsey Doherty
Digital Marketing Manager

WHY DO BUSINESSES NEED TO CREATE CONTENT?
• GIVES YOUR BRAND A VOICE
• ENGAGES USERS WITH YOUR BRAND
• BUILDS TRUST AMONGST EXISTING AND POTENTIAL CUSTOMERS
• IT’S A SOFTER SELL THAN OTHER MARKETING METHODS
• SEO - 40,000 SEARCHES ARE PERFORMED EVERY SECOND ON
GOOGLE

WHEN WE SAY CONTENT - WHAT DO WE MEAN?
HTTPS://WWW.ZAZZLEMEDIA.CO.UK/BLOG/DIGITAL-CONTENT-TYPES/

Content strategy concerns itself with the vision—the
ins and outs of how and why your content will be
created, managed, and eventually archived or
updated. It looks at all of the content your customers
ever encounter
MOZ

1. SET CONTENT GOALS
• DEFINE THE PURPOSE OF THE CONTENT - WHAT DO YOU WANT TO ACHIEVE
AND WHY?
• SMART GOALS

2. IDENTIFY AUDIENCE PERSONAS
WHO IS YOUR AUDIENCE?
• DEMOGRAPHIC INFO
• WHERE DO THEY HANG OUT ONLINE?
• WHAT CHANNELS THEY USE TO COMMUNICATE
• WHO DO THEY LISTEN TO? (THE INFLUENCERS
THE FOLLOW)
• WHAT INSPIRES THEM?
HOW DO YOU IDENTIFY THEM?
• COMPANY DATABASES
• GOOGLE INSIGHTS
• SOCIAL LISTENING TOOLS
• GOOGLE ANALYTICS
• ASSUMPTIONS
• FACEBOOK INSIGHTS

EXAMPLE PERSONA FOR MISS FLEX YOGA
Name: Katrina
Location: Belfast/Greater Belfast
Age/Gender: 28-40 Female
Interests: Yoga, socialising, trying to eat healthy, mindfulness
Behaviour online and offline:
Predominantly surfs online via mobile, disposable income that
supports a couple of hobbies, may have young children.
Follows fitness profiles and personal trainers on Instagram for extra
exercise tips. Likely to NOT be a gym member.
Digital Touchpoints: Google, E-mail, Facebook, Youtube,
Instagram
DATA & ASSUMPTIONS ARE IMPORTANT

3. PERFORM A CONTENT AUDIT
• CREATE AN INVENTORY OF EXISTING CONTENT HTTPS://WWW.SCREAMINGFROG.CO.UK/
• ORGANISE AND TAG EXISTING CONTENT, BY TOPIC, LENGTH, TONE, RELEVANCE, DATE,
FEATURES
• ADD SUCCESS METRICS (CONTENT THAT PERFORMED WELL) TRAFFIC, ENGAGEMENT
METRICS, SOCIAL SHARES HTTPS://WWW.SHAREDCOUNT.COM/ TIME SPENT ON THE
PAGE, VIDEO VIEWS, DOWNLOADS, ETC
• ANALYSE THE DATA FOR PATTERNS AND GAPS
DON’T FORGET!
• TIME AND RESOURCES
• INTERNAL PROCESSES
• WHO ARE THE DECISION MAKERS

4. USE YOUR RESEARCH TO SHAPE YOUR CORE STRATEGY
AT THIS STAGE YOU SHOULD UNDERSTAND:
• WHAT YOUR GOALS ARE
• WHO YOUR TARGET AUDIENCE IS
• WHAT CONTENT IS CURRENTLY WORKING WELL FOR YOU

TASK
THINK ABOUT AND IDENTIFY ONE AUDIENCE PERSONA FOR YOUR COMPANY
• WHAT’S THEIR AGE, GENDER, INCOME?
• WHAT ARE THEY INTERESTED IN?
• WHERE DO THEY HANG OUT ONLINE? WHAT SOCIAL MEDIA CHANNELS DO THEY
USE?
NOW LOOK AT YOUR WEBSITE/SOCIAL MEDIA PAGES
IS THE CONTENT SPEAKING TO THIS PERSON? IS THE LANGUAGE AND TONE
USED GOING TO ENGAGE THEM?

5. CONTENT PLAN
AT WHAT POINT IN THE SALES FUNNEL WILL EACH PIECE OF CONTENT
REACH THE CUSTOMER?
THINK ABOUT:
• TONE AT EACH STAGE
• FORMATS

6. BRAINSTORM AND PRODUCTION PLAN
• CALENDAR OF EVENTS (GOOGLE SHEETS)
• WHEN CONTENT WILL BE PUBLISHED AND WHERE - CREATE A
REALISTIC FLEXIBLE EDITORIAL CALENDAR. THIS CAN HELP SHAPE
YOUR SOCIAL MEDIA SCHEDULE
• SCHEDULE TIMINGS

7. MEASURE PERFORMANCE OF YOUR CONTENT
DEPENDING ON THE FORMAT & CHANNEL THE CONTENT TAKES THESE
MEASUREMENT METRICS WILL VARY
• ORGANIC TRAFFIC TO THE WEBSITE (GOOGLE ANALYTICS)
• TIME SPENT ON PAGE (GOOGLE ANALYTICS)
• EMAIL SIGN UPS (PLUGIN, EMAIL MARKETING PROVIDER)
• LENGTH OF VIDEO VIEWS (FACEBOOK)

TO WRAP THINGS UP
• YOUR CONTENT STRATEGY WILL BE A PART OF YOUR OVERALL MARKETING
STRATEGY
• THINK ABOUT ALL YOUR CUSTOMER TOUCH-POINTS; ARE YOU THERE AT
ALL STAGES?
• KEEP MEASURING AND CHECKING TO SEE IF YOUR NEW STRATEGY IS
WORKING
• DON’T FORGET THAT YOU DON’T HAVE TO KEEP ALL CONTENT LIVE -
CONTENT CAN BE UPDATED AND REFRESHED TOO!

PBD
C R E AT I N G
COMPELLING
CONTENT

PBD
1 . C O M P E T I T I O N
2 . A U D I E N C E
3 . V O I C E
4 . C R E AT E
5 . O P T I M I S E , M O N I TO R , P R O M OT E , R E P E AT

PBD
1 . L I S T O F TO P F I V E C O M P E T I TO R S A N D T H E
S O C I A L M E D I A C H A N N E L S YO U B OT H A R E O N
2 . L A S T S I X M O N T H S O F C O N T E N T T H AT T H E Y H AV E
P U B L I S H E D
3 . N OT E C O N T E N T T H AT H A S G OT H I G H
E N G A G E M E N T O N E A C H C H A N N E L
4 . U S E T H E I R H I G H E N G A G E M E N T C O N T E N T TO
I N S P I R E YO U R O W N C O N T E N T
5 . N OT E H O W T H E Y S P E A K A N D B E H AV E

PBD
A M A R K E T I N G P E R S O N A I S A
C O M P O S I T E S K E TC H O F A K E Y
S E G M E N T O F YO U R A U D I E N C E . F O R
C O N T E N T M A R K E T I N G P U R P O S E S ,
YO U N E E D P E R S O N A S TO H E L P YO U
D E L I V E R C O N T E N T T H AT W I L L B E
M O S T R E L E VA N T A N D U S E F U L TO
YO U R A U D I E N C E .

PBD
C O M B I N AT I O N O F R AW DATA
A N D E D U C AT E D G U E S S E S

PBD
J O B T I T L E
- K E Y I N F O R M AT I O N A B O U T T H E I R C O M PA N Y ( S I Z E , T Y P E , E TC . )
- D E TA I L S A B O U T T H E I R R O L E
D E M O G R A P H I C S
- A G E
- G E N D E R
- S A L A R Y / H O U S E H O L D I N C O M E
- L O C AT I O N : U R B A N / S U B U R B A N / R U R A L
- E D U C AT I O N
- FA M I LY
G O A L S A N D C H A L L E N G E S
- P R I M A R Y G O A L
- S E C O N D A R Y G O A L
- H O W YO U H E L P A C H I E V E T H E S E G O A L S
- P R I M A R Y C H A L L E N G E
- S E C O N D A R Y C H A L L E N G E
- H O W YO U H E L P S O LV E T H E S E P R O B L E M S
VA L U E S / F E A R S
- P R I M A R Y VA L U E S
- C O M M O N O B J E C T I O N S D U R I N G S A L E S P R O C E S S
M A R K E T I N G M E S S A G E
E L E VAT O R P I T C H
NAME OF PERSONA

PBD
H O B B I E S
- R E A L Q U OT E S F R O M I N T E R V I E W S W I T H C U S TO M E R S
- C O M P U T E R L I T E R A C Y
- W H E R E T H E Y G E T T H E I R N E W S
- B L O G S T H E Y R E A D

PBD
1 . C H E C K YO U R S I T E A N A LY T I C S
2 . S O C I A L M E D I A R E S E A R C H - S O C I A L
L I S T E N I N G TO O L S
3 . I N V O LV E YO U R T E A M I N C R E AT I N G
P R O F I L E S .
4 . A S K YO U R A U D I E N C E Q U E S T I O N S .
WHERE ARE YOUR CUSTOMERS?

PBD
- TO G I V E A C O N S I S T E N T B R A N D E X P E R I E N C E
- L A N G U A G E I S A S I M P O R TA N T A S V I S U A L B R A N D I N G
- M A K E I T H U M A N & M A K E YO U R S E L F A N E A S I LY
R E C O G N I S E D A U T H O R I T Y I N YO U R A R E A
YOUR VOICE

PBD
1 . G AT H E R U P A L L YO U R C O N T E N T A N D
A N A LY S E I T - W H I C H C O U L D H AV E C O M E
F R O M OT H E R B R A N D S , W H I C H I S U N I Q U E
TO YO U , S O U N D S H U M A N A N D R E F L E C T S
W H AT YO U B E L I E V E I N
2 . D E S C R I B E YO U R B R A N D I N 3 W O R D S
3 . I F YO U R B R A N D WA S A FA M O U S
P E R S O N , W H O W O U L D I T B E ? C A R B R A N D ?
H I G H S T R E E T S TO R E ?
A QUICK GUIDE

PBD
B L O G S , V L O G S , V I D E O ,
E X P L A I N E R S , L I V E A C T I O N ,
A N I M AT I O N , I N F O G R A P H I C S ,
A N I M AT E D I N F O G R A P H I C S ,
N E W S , F U N N Y, S A D , H A P P Y,
G O O D N E W S , B A D N E W S ,
I N S I G H T, T W E E T S , I N S TA G R A M S ,
P I N T E R E S T, FA C E B O O K S TO R I E S .
I T ’ S O V E R W H E L M I N G .
CREATE

PBD
I S T H E C O N T E N T VA L U A B L E TO T H E E N D
U S E R I N S O M E WAY ?
E N T E R TA I N M E N T H A S VA L U E , B U T S O
D O E S U T I L I T Y. I N E I T H E R C A S E , YO U N E E D
TO U N D E R S TA N D W H AT YO U R A U D I E N C E
VA L U E S R AT H E R T H A N J U S T A S S U M I N G
T H E Y H AV E A N I N N AT E FA S C I N AT I O N I N
YO U R B R A N D TA L K I N G A B O U T I T S E L F.
C O N T E N T M A R K E T I N G I S A C O M M I T M E N T,
N O T A C A M PA I G N .
VALUE EXCHANGE

PBD
1 . T R E AT YO U R W E B V I S I TO R S L I K E W I L D A N I M A L S . ( S O U R C E :
J A KO B N I E L S E N ’ S A L E R T B OX ) .
2 . P U T YO U R M O S T I M P O R TA N T I N F O R M AT I O N F I R S T
3 . D O N ’ T T R Y TO B E C L E V E R O R C R E AT I V E
S I M P L E S TAT E M E N T S O F T E N W O R K B E S T.
4 . W R I T E F O R S C A N N E R S
- D O E S YO U R H E A D L I N E C O M M U N I C AT E W H AT YO U ’ R E A B O U T ?
- D O E S YO U R I M A G E C A P T I O N C O M M U N I C AT E A S A L E S M E S S A G E ?
- D O YO U R S U B H E A D L I N E S S U M M A R I Z E YO U R K E Y P O I N T S ?
- D O E A S Y-TO - S C A N B U L L E T P O I N T S R E D U C E W O R D I N E S S ?
5 . U S E FA M I L I A R W O R D S . W E S C A N PA G E S F O R C A R E W O R D S

PBD
6 . W R I T E F O R L A Z Y P E O P L E
- U S E S H O R T PA R A G R A P H S – F O U R S E N T E N C E S M A X
- U S E S H O R T S E N T E N C E S – T W E LV E O N AV E R A G E
- S K I P U N N E C E S S A R Y W O R D S
- AV O I D J A R G O N A N D G O B B L E DYG O O K
- AV O I D T H E PA S S I V E T E N S E
- AV O I D N E E D L E S S R E P E T I T I O N
- A D D R E S S YO U R W E B V I S I TO R S D I R E C T LY— U S E T H E W O R D YO U
- S H O R T E N YO U R T E X T
7. O P T I M I S E T H E C O N T E N T - H E A D I N G S , K E Y W O R D S
8 . B E H E L P F U L
9 . M A K E A V I S U A L I M P R E S S I O N

PBD
T H E P L AY B U T TO N I S T H E
M O S T C O M P E L L I N G C A L L TO
A C T I O N O N T H E W E B .

V I D E O C O N T E N T R E P -
R E S E N T S 74 % O F I N -
T E R N E T T R A F F I C
PBD

8 0 % O F A L L I N T E R N E T
T R A F F I C W I L L B E
V I D E O B Y 2 0 1 9
PBD

8 B I L L I O N
V I D E O S
A R E P L AY E D
E V E R Y D AY
O N FA C E B O O K
PBD

PBD
V I D E O S O N R E TA I L PA G E S
G E N E R AT E 3 0 % I N C R E A S E S
I N C O N V E R S I O N S C O M PA R E D
TO PA G E S W I T H O U T V I D E O .

M O R E V I D E O C O N T E N T
I S U P L O A D E D I N 1
M O N T H T H A N H A S B E E N
P U T O N T V I N
3 D E C A D E S
PBD

PBD
S H A R E R AT E S F O R P O S T S
C O N TA I N I N G V I D E O S A N D
I N F O G R A P H I C S I N C R E A S E
8 : 1 O N T W I T T E R A N D 6 : 1
O N L I N K E D I N C O M PA R E D
TO P O S T S C O N TA I N I N G
O N LY C O P Y A N D / O R I M A G E S .

“ I N A D E C A D E , V I D E O W I L L L O O K
L I K E A S B I G O F A S H I F T I N T H E WAY
W E A L L S H A R E A N D C O M M U N I C AT E
A S M O B I L E H A S B E E N . ”
PBD
“I see video as a megatrend, that’s why
I’m going to keep putting video first
across our family of apps.”
“We see a world that is video-first with
video at the heart of all our apps and
services”

F O U R T I M E S A S M A N Y
C O N S U M E R S W O U L D
P R E F E R TO WATC H A
V I D E O A B O U T A P R O D U C T
T H A N TO R E A D A B O U T I T
PBD

- C O M PA N Y I N T R O D U C T I O N /
O V E R V I E W
- P R O D U C T & S E R V I C E S
P O R T F O L I O
- I N D I V I D U A L P R O D U C T S ,
S E R V I C E S A N D / O R S P E C I F I C
F E AT U R E S ( VA L U E / F E AT U R E /
P I TC H )
- U S E R - F O C U S E D H O W -TO V I D E O S
- U S E R - F O C U S E D
T R O U B L E S H O OT I N G V I D E O S ( TO
H E L P D E C R E A S E C U S TO M E R
S E R V I C E C A L L S )
- T I P S A N D T R I C K S V I D E O S
- Q & A V I D E O S ( TO A D D R E S S
F R E Q U E N T LY A S K E D
Q U E S T I O N S )
- I N D U S T R Y A N D TO P I C
O V E R V I E W S ( S T R U C T U R E A N D
M E C H A N I S M S : S H O W H O W
T H I N G S W O R K )
- D ATA - D R I V E N V I D E O S
( S TAT I S T I C S , T R E N D S , I N D U S T R Y
FA C T S ) .
- E V E N T V I D E O S ( P R E - E V E N T,
L I V E , A N D P O S T- E V E N T ) .
E X A M P L E : T R A D E S H O W S ,
C O N F E R E N C E S , E TC .
- T E S T I M O N I A L V I D E O S
- V L O G S
- L I V E S T R E A M
- 3 6 0
- V R
PBD
T Y P E S O F V I D E O

PBD
T H I N K L I K E A S T R E E T M A G I C I A N
W E H AV E O N LY A F E W S E C O N D S TO C A P T U R E
A N D M A I N TA I N T H E AT T E N T I O N O F O U R
O N L I N E PA S S E R S B Y. W E M U S T F O R G E T A B O U T
S H O W M A N S H I P A N D H I T T H E A U D I E N C E W I T H
Q U I C K S N I P P E T S T H AT K E E P T H E M WA N T I N G
M O R E .
N O L O G O S , N O P R O D U C T S H OT S , A N D
D E F I N I T E LY N O S C R E E N C A S T S .
G O DA D DY
T H E D AY A F T E R T H E S U P E R B O W L A D R A N ,
G O D A D DY P O S T E D I T S H I G H E S T S A L E S D AY I N
H I S TO R Y, A D D I N G 1 0 0 , 0 0 0 C U S TO M E R S .
VIDEO

PBD
B E A P U R P L E C O W
W E D O N ’ T N OT I C E A B R O W N C O W ;
T H E R E A R E P L E N T Y O F T H E M

PBD
“ T H I S C O N T R O V E R S I A L B A B Y
P I L L O W M I G H T H E L P A N E W M O M
C AT C H A B R E A K ”

PBD
S I N C E J A N U A R Y 2 0 1 7 T H E R E H AV E B E E N
O V E R 4 M V I S I T S T O T H E W E B S I T E
S I N C E L A U N C H , O V E R 2 0 0 M V I D E O V I E W S
C 1 8 0 , 0 0 0 FA C E B O O K F O L L O W E R S
A N D T H I S I S C O N V E R T I N G I N T O S A L E S

PBD
B E D E T E R M I N E D
B E C O N S I S T E N T

Practical Tools
for social media

How to use one piece of content
for your marketing
Take one creative and turn into
multiple pieces of content to use on
your social media.
2

3
Initial content can take various
formats
▹ Blogpost
▹ Video
▹ podcast

“
Start with a 500 word
blogpost
Who is your ideal client
and what do they want to
know about?
5

“▹ Answer the frequently
asked questions in
your blogposts
▹ Source the questions
from inside Facebook
groups, Twitter hours,
LinkedIn posts, forums
6

“▹ Blogging on
Wordpress
▹ Images on Canva
▹ Social Media
Platforms
▹ Capture emails using
LeadPages
▹ Write out to your
email list
9

Turn your blogpost into video
www.lumen5.com
Upload your own images or
use theirs
10

“▹ Upload your video
onto YouTube
▹ Share your video onto
Facebook/LinkedIn
▹ Be aware most people
watch video with the
sound off
13

If you have video or audio
Transcribe the audio files into
content for your blog using
transcription Services.
Hire a Virtual Assistant
Or use Temi
14

15
A PICTURE IS
WORTH A
THOUSAND
WORDS
Take the key points from your blog
and turn them into images to share
on your social media

17
Instagram sized
Twitter friendly

Be Consistent
Show Up.
Decide how often you are going to
post, and where.
18

Consistent Content Creation
19
Content – blog,
video, podcast
Create
video,
images
Share to
social
media

20
Use Native apps
Facebook Scheduler, Facebook live,
Facebook messaging apps
Instagram apps – Boomerang, Instagram Stories, Layout
Tweetdeck

21
LinkedIn
§ Publish your blog post onto
LinkedIn Pulse
§ Share your presentation
on SlideShare

22
Repurpose your content
Repost your blog content onto
Medium

Key Points
23
Be consistent
Choose your platforms where your ideal client is
Create regular content
Repurpose that content
Create video, blogs, images –all from the one
piece of content
Share it to the platform you are winning business
on
Connect with people.
Use native applications - they are FREE!

24
THANKS!
Any questions?
You can find me at:
Louise@SocialBeeNI.com

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Advice and guidance on EU and
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certifications. Information on CE
marking requirements and
information on technical file contents
and risk assessments.

Innovation
vouchers
Allowing SMEs to access
knowledge and expertise to
develop innovative solutions to
business issues
Innovation vouchers are worth £5,000
Used to engage one of 39 universities, colleges and other
publicly funded research organisations throughout Northern
Ireland and the Republic of Ireland

Using Design to Develop & Enhance your Social Media Strategy

Using Design to Develop & Enhance your Social Media Strategy

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