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TYING SOCIAL MEDIA CONTENT
INTO STRATEGY
NOVEMBER 22, 2013
@TAYLORHULYK
#SMW4
Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4
SOCIAL MEDIA SHOULD NEVER BE HAPHAZARD
2Why? It lacks strategy and effectiveness...and it’s exhausting.
Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4
BREAKING DOWN THE STRATEGY BUZZ WORDS
GOAL: What is your ultimate
desire or destination?
3
OBJECTIVE: What are the actionable steps towards
achieving that goal?
METRIC: How do you measure the
success of your objective?
Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4
A REAL WORLD
EXAMPLE
...WITH PETS!
4
Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4
PET SUPPLIES PLUS
These are my clients at Pet
Supplies Plus. They’re pretty
cool.
Together, we developed a
comprehensive content
strategy that would begin to
associate Pet Supplies Plus as a
trusted, loyal member of the
community and your one-stop
shop for pet supplies.
5
BOB
CAROL
Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4
THIS IS THEIR BEFORE... (BEFORE SEPTEMBER 2013)
6
Awww, how cute.
Who can tell me what’s missing?
Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4
THIS IS THEIR AFTER... (AFTER SEPTEMBER 2013)
7
Recall
National Adoption Event
Charitable Animal Rescue
Voice of the Pet
Voice of the Pet Photo
Neighbor Photo/
Halloween Contest
Plug
Barking Control Article from ASPCA
Store Opening
Fall Apparel Sale
Coupon
Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4
8
NOTICE ANYTHING?
Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4
HOW DID WE DO IT?
1. We decided to make a commitment to Pet Supplies
Plus social media (that’s not always a breeze).
2. We asked the question: How do we make social
media valuable for Pet Supplies Plus?
3. First, we had to ask: “What does “valuable” mean for
PSP?” That led us to rehash our business goals.
4. We determined that it’s great that we want to sell
more, but we had to ask ourselves, “How does that
translate into social media since we don’t have e-
commerce?”
5. Well, what types of behaviors indicate likelihood to
buy?
6. Establishing neighbor trust is in there, probably
providing product education, too.
7. Okay, great. How will we do that? Content categories
surrounding our objectives are a good idea.
8. How will we measure the success of this content? In
lieu of e-commerce or direct response, we’ve got to
rely on the metrics we have at our fingertips on our
social platforms.
9
Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4
FOR EXAMPLE: THE ESTABLISHING NEIGHBOR TRUST OBJECTIVE
10
Establish Neighbor Trust
• Facebook: Total Post Consumption
• Facebook/Twitter: Compliments vs. Complaints
• Facebook: Total Neighbor Conversations
• Twitter: Mentions
• Twitter: Retweets
• Blog: Overall Traffic
• Blog: Shares
Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4
MONTHLY
EXECUTION
A HOW-TO
11
Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4
CREATE A CONTENT CALENDAR
Create a content calendar that maps out all of your
content for your time period.
• These help your content stay strategic.
• It also helps in the distribution of different types of content.
★ For tips, check out this recent blog post from my colleague, Sara:
Plan Ahead: 3 Tips for Creating a Comprehensive Content Calendar:
http://regroup.us/2013/blog/social/plan-ahead-3-tips-building-
comprehensive-content-calendar/
12
Date Topic Verbatim Update Content Category Link Multimedia
Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4
PUT YOUR THINKING CAP ON
13
Once you’ve got your content
categories...
• Determine your content intervals. How often
will you refresh? Weekly? Monthly? Quarterly?
• Assess your yearly marketing calendar to be
sure you’re in line with any promotional
periods.
• Check your event calendar to make sure you
leave space for promotion, coverage and a
recap.
• Brainstorm! This is where you need to set
aside time to think. Get creative! How are you
going to creatively approach content in each of
your categories?
Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4
PUBLISH/LISTEN
Either schedule or
publish your posts on a
daily basis. Be sure to
pay attention to how your
community is reacting to
your content.
14
Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4
MEASURE!
Using your pre-established metrics, measure the
success of your content objectives.
But remember—counting’s only half the battle...
15
READ/DISSECTCALCULATE
Find us on the web
Presenting from today
Thank You!
Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4
Taylor Hulyk
taylor.hulyk@regroup.us
734.327.6622
@taylorhulyk

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Tying Social Media Content into Strategy

  • 1. TYING SOCIAL MEDIA CONTENT INTO STRATEGY NOVEMBER 22, 2013 @TAYLORHULYK #SMW4
  • 2. Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4 SOCIAL MEDIA SHOULD NEVER BE HAPHAZARD 2Why? It lacks strategy and effectiveness...and it’s exhausting.
  • 3. Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4 BREAKING DOWN THE STRATEGY BUZZ WORDS GOAL: What is your ultimate desire or destination? 3 OBJECTIVE: What are the actionable steps towards achieving that goal? METRIC: How do you measure the success of your objective?
  • 4. Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4 A REAL WORLD EXAMPLE ...WITH PETS! 4
  • 5. Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4 PET SUPPLIES PLUS These are my clients at Pet Supplies Plus. They’re pretty cool. Together, we developed a comprehensive content strategy that would begin to associate Pet Supplies Plus as a trusted, loyal member of the community and your one-stop shop for pet supplies. 5 BOB CAROL
  • 6. Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4 THIS IS THEIR BEFORE... (BEFORE SEPTEMBER 2013) 6 Awww, how cute. Who can tell me what’s missing?
  • 7. Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4 THIS IS THEIR AFTER... (AFTER SEPTEMBER 2013) 7 Recall National Adoption Event Charitable Animal Rescue Voice of the Pet Voice of the Pet Photo Neighbor Photo/ Halloween Contest Plug Barking Control Article from ASPCA Store Opening Fall Apparel Sale Coupon
  • 8. Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4 8 NOTICE ANYTHING?
  • 9. Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4 HOW DID WE DO IT? 1. We decided to make a commitment to Pet Supplies Plus social media (that’s not always a breeze). 2. We asked the question: How do we make social media valuable for Pet Supplies Plus? 3. First, we had to ask: “What does “valuable” mean for PSP?” That led us to rehash our business goals. 4. We determined that it’s great that we want to sell more, but we had to ask ourselves, “How does that translate into social media since we don’t have e- commerce?” 5. Well, what types of behaviors indicate likelihood to buy? 6. Establishing neighbor trust is in there, probably providing product education, too. 7. Okay, great. How will we do that? Content categories surrounding our objectives are a good idea. 8. How will we measure the success of this content? In lieu of e-commerce or direct response, we’ve got to rely on the metrics we have at our fingertips on our social platforms. 9
  • 10. Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4 FOR EXAMPLE: THE ESTABLISHING NEIGHBOR TRUST OBJECTIVE 10 Establish Neighbor Trust • Facebook: Total Post Consumption • Facebook/Twitter: Compliments vs. Complaints • Facebook: Total Neighbor Conversations • Twitter: Mentions • Twitter: Retweets • Blog: Overall Traffic • Blog: Shares
  • 11. Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4 MONTHLY EXECUTION A HOW-TO 11
  • 12. Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4 CREATE A CONTENT CALENDAR Create a content calendar that maps out all of your content for your time period. • These help your content stay strategic. • It also helps in the distribution of different types of content. ★ For tips, check out this recent blog post from my colleague, Sara: Plan Ahead: 3 Tips for Creating a Comprehensive Content Calendar: http://regroup.us/2013/blog/social/plan-ahead-3-tips-building- comprehensive-content-calendar/ 12 Date Topic Verbatim Update Content Category Link Multimedia
  • 13. Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4 PUT YOUR THINKING CAP ON 13 Once you’ve got your content categories... • Determine your content intervals. How often will you refresh? Weekly? Monthly? Quarterly? • Assess your yearly marketing calendar to be sure you’re in line with any promotional periods. • Check your event calendar to make sure you leave space for promotion, coverage and a recap. • Brainstorm! This is where you need to set aside time to think. Get creative! How are you going to creatively approach content in each of your categories?
  • 14. Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4 PUBLISH/LISTEN Either schedule or publish your posts on a daily basis. Be sure to pay attention to how your community is reacting to your content. 14
  • 15. Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4 MEASURE! Using your pre-established metrics, measure the success of your content objectives. But remember—counting’s only half the battle... 15 READ/DISSECTCALCULATE
  • 16. Find us on the web Presenting from today Thank You! Tying Social Media Content into Strategy | ©2013 re:group, inc. | 11.22.2013 | #SMW4 Taylor Hulyk taylor.hulyk@regroup.us 734.327.6622 @taylorhulyk