content strategy for social media
DESCRIPTION
The five steps of a content strategy for social media - purpose, relevance, content, plan & measure, organisation.TRANSCRIPT
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Let’s Give Them Something to
Talk About
- Content Strategy for Social Media
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Typical process
Selecting social networksStrategy for social media
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Why content?The algorithmsAds and SEO
Great content lasts longer
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The strategy gives a common focus and a point of direction. So when you’re lost in the social media jungle you can go back to the
strategy and say: Ok, this is the way we want to go.
Let’s give them something to talk about - content strategy for social media
Strategy
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Model for…
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PurposeSWOT Golden Circle
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Flathead – a weird fish swimming
against the stream to find new and different ways.
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Speak properly
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Sender-orie
nted
Network-orie
nted
Buy our product
Learn about our business
We talk about our passion
How can we help you with your passion?
How can we change the
world together?
Get 3 for the price of 2
Meet our employee
We’re passionate
about a course/topic
Nike+nemlig.com
Silvan
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Call me Aarstiderne
Value Levels
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ContentPlan &
MeasureOrganise
Purpose
Relevance
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What you want to say What they want to hear
You Users
Relevance
Relevance
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What do we know about our users?
digital behaviou
r
language codes
sex age interests
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“We want to be
experts on sleep”
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They know their users well:
DaneAge Association
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Plan & Measure
OrganisePurpos
eRelevanc
e
Content
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• Tells a story
• Is visual
• Is relevant, surprising, entertaining, emotional, important
• Helps people do something
• Has the right timing
The great content
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#emotional #visual #storytelling
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Content triangle
NEW EXISTING
OTHERS
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Existing content
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Where does content come from?
Calendar
Video
Photos Newsletter
Homepage
Magazine
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Content of others
CONTENT CURATION
videos
blogs
articles
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Content of others: Social media takeover
• engagement
• authenticity
• expands network
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New content
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New content
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New content: Newsjacking
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Content OrganisePurpos
eRelevanc
e
Plan & Measure
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Content plan
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ProjectsAnnivesaries Conferences
Internal factors:
External factors:
Celebratory days & holidays Events
Weather/seasons2015
FALLWINTER
SUMMERSPRING
Annual calendar
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Measure
sale
svisibility
customer satisfactio
nb
rand
ing
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Ask employees
Ask customers
RessourcesTime spend
Less complaintsEmployees on social media
EngagementUsersTrafficSale
Signups
Experiencedbehavior
Registered behavior
Internal
External
A lot we can measure
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Why measure?1. To make sure we are on the right track
(purpose)
2. Do we spend our time right? (prioritize)
3. Compare social media with other activities
4. Motivation
5. Makes social media visible in the organization
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ContentPlan &
MeasurePurpos
eRelevanc
e
Organise
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Content strategy
Internal communicatio
n
Content editor
Webmaster
Motivation?
Leadership
HR employee
Internal experts
Who do you need to help you out?
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Remember these people…
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Find your purpose
Be relevant to your users
Create great content
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Embed it in the organization
Plan & Measure