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SOCIALMEDIA.ORG/SUMMITORLANDO
How to manage your socialmedia content strategy
KEVIN HUNTGENERAL MILLS
DECEMBER 9–11, 2013
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December 10, 2013 #brandsonly
KEVIN HUNT Social Media Manager, Global Communications General Mills
@kevin_hunt
How to Manage Your Social Media Content Strategy
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4 keys to your content strategy
• Sourcing great content
• Determining which platforms to focus on
• Developing your content calendar
• Making adjustments to your program
@kevin_hunt #brandsonly
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Sourcing great content
@kevin_hunt #brandsonly
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Build your foundation
• Establish your goals
• Sell your content program internally
• Weekly social team editorial meeting
• Monthly global editorial meeting
• Daily social team/department huddle
@kevin_hunt #brandsonly
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Identify employees as resources/writers
• Establish contacts within brands/divisions
• Develop a blogger program
@kevin_hunt #brandsonly
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@kevin_hunt #brandsonly #digitalpr
• Provide blog post guidelines
• Conduct blog writing workshops
• Assignments
• Consider an internal community
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@kevin_hunt #brandsonly #digitalpr
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Repurpose and reuse
• Do a content audit
• Monitor brand/division blogs and sites
• Monitor brand/division social properties
• Choose from your own content
@kevin_hunt #brandsonly
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Look to the marketplace
• Daily social listening/Ask your audience
• What is Consumer Services hearing?
• What is Sales hearing?
• Establish a blogger/influencer network
• Work with your partners/customers
@kevin_hunt #brandsonly
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@kevin_hunt #brandsonly
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Determining which platforms to focus on
@kevin_hunt #brandsonly
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Factors to consider
• Time/resources
• Evaluate what your audience is looking for on that specific platform
• Evaluate how and when your audience engages on that specific platform
@kevin_hunt #brandsonly
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Blog
• Do you have the time/resources to launch and maintain a blog?
• Determine your preferred blogging frequency
• Who are your contributors?
• Establish/modify your approval process
@kevin_hunt #brandsonly
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Blog.GeneralMills.com
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Curated site
• Will it be automated or manual?
• Where will you pull content from?
• Using 3rd party content?
• Legal considerations
@kevin_hunt #brandsonly
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GeneralMills.com/ChannelG
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Social channels
@kevin_hunt #brandsonly
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External sites
• Identify places to showcase your content
• What types of stories do you want to share?
@kevin_hunt #brandsonly
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Pay attention to platform results
• What are people engaging with?
• What is working?
• What is not?
@kevin_hunt #brandsonly
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@kevin_hunt #brandsonly #digitalpr
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Developing your content calendar
@kevin_hunt #brandsonly
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Idea Dashboard
• An ongoing list of ideas that map to your business objectives and company/brand purpose
• Consider ideas that: - Take your audience behind-the-scenes - Are meant to spark engagement - Are evergreen - Are based on events
@kevin_hunt #brandsonly
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Editorial and content creation calendars
• Consider a shared calendar (Google Drive, Sharepoint, etc…)
• Start with the editorial calendar – Focus on long-range ideas first (by quarter)
• Determine best contacts/writers/producers for each idea
• Once assigned, manage the progress and approval in your content creation calendar
@kevin_hunt #brandsonly
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@kevin_hunt #brandsonly #digitalpr
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@kevin_hunt #brandsonly #digitalpr
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@kevin_hunt #brandsonly #digitalpr
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Making adjustments to your program
@kevin_hunt #brandsonly
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Look at your analytics daily
• What content is most popular? Least?
• Track search terms bringing people to your blog/site/platform
• What are your sources of referral traffic
• Monitor desktop and mobile traffic/usage
@kevin_hunt #brandsonly
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Be open to trying something new
• Hangouts/live events/chats?
• User-generated content?
• Live events with influencers?
@kevin_hunt #brandsonly
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Be open to ending something
• Lack of audience engagement
• Lack of audience growth, over time
@kevin_hunt #brandsonly
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Final points
• Promote and demonstrate your company/brand purpose in everything that you do
• The engagement habits of your audience will change
• Be interesting!
@kevin_hunt #brandsonly
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Questions? Kevin Hunt Social Media Manager Global Communications General Mills [email protected] @kevin_hunt
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