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Tying Social Media Content into Strategy

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Taylor Hulyksmith
Taylor Hulyksmith

A presentation given to Eastern Michigan University's Search Marketing Workshop in November 2013 on developing social media content guided by strategy.

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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