spruce up your social with content

Post on 13-May-2015

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In this presentation dive into best practices and real world examples of creating and utilizing content in social media with ideas from Ellen Westcott of Spredfast, Jason Falls of Social Media Explorer and Kristen Sussman of Social Distillery.

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Creating and Using Great Social ContentSpruce up Your Social Webinar Series

Today’s Presenters Jason Falls

CEO Social Media Explorer @JasonFalls

Ellen Westcott Social Business Strategist Spredfast @EllenBWestcott

Kristen Sussman President Social Distillery @KrisSuss

#SocialSpruce

Best Practices in Creating and Utilizing Social Content

What is content?

• Website• Blog• Tweets, Posts,

Blahs• Newsletters• Advertisements• Direct Mail• Annual Reports

• Consumer-Centric• Business-Aware

Content

#SocialSpruce

Building a content blueprint

• Who are they?• What do they like?Audience• What can you provide?• What will engage your audience?Content• Where is your audience?• What qualities effect how you

communicate?Channel

• Are you trying to inform?• Are you trying to entertain?Purpose• What action do you want them to

take?Point#SocialSpruce

The blueprint• You know their make upAudienc

e• You know what they would find

usefulContent• You know where they can be

foundChannel• You know generally your aim with

contentPurpose• You know your calls to actionPoint

#SocialSpruce

Customer retentionCustomer(Audience)

Email

Promote Events, Features

Attendance, Conversions

Facebook

Product Feedback

Comments, Ideas, Insights

Twitter

Customer Service/Engage

ment

Issues handled, ReTweets, Customers engaged

Blog

Use & Excuse(Upsell)

Posts, Comments, Click-Thrus,

Sales

Direct

Surprise & Delight

Track use of coupons/items

, Feedback

#SocialSpruce

How do you measure?

#SocialSpruce

How do you measure?

• Audience

• Purpose

• Call-To-Action

• Public

• Present Product or Service

• Buy/Download/Subscribe

Website#SocialSpruce

How do you measure?

• Audience

• Purpose

• Call-To-Action

• Qualified Public

• Establish AuthorityOrganic PushRank Well in SERPs

• Subscribe/Join/Buy/Download/Share/Link

Blog#SocialSpruce

How do you measure?• Audience

• Purpose

• Call-To-Action

• Purchase-Ready Qualified Leads

• Drive SalesDrive LeadsBuild Awareness*

• Buy/Call

Online Media/PPC Advertising#SocialSpruce

How do you measure?• Audience

• Purpose

• Call-To-Action

• Interested Public

• Engage/HumanizeOrganic PushCustomer Retention

• Respond/CommentBuy/CallProvide FeedbackParticipate for Rewards

#SocialSpruceFacebook

A resource …

www.socialmediaexplorer.com/content-measurement

#SocialSpruce

The Key To It All!

• Set Goals

• Translate To CTAs

• Measure That

• Trend/Track other PIs

• But don’t get distracted

#SocialSpruce

Identifying Content Trends and Measuring Performance

“One day you’re in, and the next day you’re out.”

#SocialSpruce

Brand story as the baseline

#SocialSpruce

Owning your space

#SocialSpruce

Mapping metrics to goals

1. Brand Awareness

2. Reputation Management

3. Improved Customer Service

4. Driving Sales & Leads

5. Building/Nurturing Advocacy

#SocialSpruce

What content is working?

Likes

Comments

Shares

Clicks

Replies

Retweets

Mentions

Favorites

Clicks

Views

Comments

Favorites

Likes

Comments

Clicks

Views

Comments

Link love

Clicks

#SocialSpruce

Different types of content

#SocialSpruce

Different types of rich media

#SocialSpruce

Owned vs. third-party

#SocialSpruce

An optimized content calendar

#SocialSpruce

“There’s no amount of technology that can

make bad content good, but technology can make good content

great.”

- Kristin Frank, SVP Digital at MTV and VH1

#SocialSpruce

Insights from the field

…Insights from the field: 6 Requirements for achieving Social Success

1. Reach & Relevancy2. Creative Story-telling3. Tactical Implementation

4. Embrace Change5. Create a Plan6. Learned Insights

#SocialSpruce

#1 Reach & Relevancy• Create content that

resonates with your community

• Know your community & who/what is relevant to them

• Use proactive & reactive engagement to increase reach

#SocialSpruce

#2 Creative Story-telling• Use creativity to

tell your company or product story

• Maximize your marketing impact through various online touch points

• Enable extended impact by repurposing useful content collected during the campaign

#SocialSpruce

#3 Tactical Implementation

• Once you’ve created great content, share & repurpose it in as many relevant locations as possible

• Keep social channels consistent with companywide communications & overall business objectives#SocialSpruce

#4 Embrace Change

Pinterest is now the 3RD MOST POPULAR

social network In the U.S. behind

Facebook and Twitter.

Pinterest drivesMORE REFERRAL

TRAFFICthan Google+, LinkedIn and

YouTube combined.

#SocialSpruce

#5 Create A Plan

• An editorial calendar ensures appropriate publishing cadence

• A shared calendar enables consistent messaging, with more impactful promotions

#SocialSpruce

#6 Learned Insights

• Use collected data to enable new insights• Turn insights into shareable content

#SocialSpruce

Contact us

info@spredfast.com

@SpredfastSlides from today’s presentation can be found at www.slideshare.net/spredfast

Thanks for joining us!

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