how to integrate content strategy and social media

#Contentandsocial

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How to Integrate Content Strategy & Social Media

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Thank You for Joining Us!

Benjie Pressman @bpressman Director of Social Media, Ethology

Anna Hrach @annabananahrach Content Strategy Manager, Ethology


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Hello and Welcome!

Jay Baer @jaybaer President, Convince & Convert Best-Selling Author, Youtility


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About Our Sponsors The American Marketing Association is a professional association for individuals and organizations leading the practice, teaching and development of marketing knowledge worldwide. Our principle role is to serve as a forum to connect like-minded individuals and foster knowledge sharing, provide resources, tools and training and support marketing practice and thought leadership around the globe. www.ama.org Ethology is a digital marketing agency that’s changing the face of integrated digital marketing. Our agency scientifically grows your business by understanding your audience. We then craft authentic human experiences for your customers to better engage with your brand. Our scientific approach uses metrics, analytics and strategy. The human experiences we create require empathy, emotion and grace. Ethology’s core service strengths lie within five distinct tactical categories including: Digital Strategic Planning; Customer Experience: Content Strategy and UX Design; Content Marketing; Search: Organic, Paid and Local; and Advanced Analytics. www.ethology.com Convince & Convert is a strategic consulting firm that works with leading companies in North America to improve their social media and content marketing. The company also produces the award-winning Convince & Convert blog (named #1 content marketing blog in the world) and the popular Social Pros podcast. www.convinceandconvert.com


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Audit & Autographed Book Giveaway

Stay tuned until the end of the webcast, because today’s audience members will be entered into a drawing to win:

One free content & social media audit

or

One of three autographed copies of Youtility


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Content and Social Media can transform your business. But which one comes first?


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Why Content Strategy & Social Media?


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“Content is now king! Create it now, and create lots of it on every channel!”


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“We need more ‘likes,’ shares and followers. Oh, and more conversions too!”


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“Remember Oreo’s ‘dunk in the dark’ tweet? What’s our ‘Oreo moment’?”


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13 All Rights Reserved © ethology, Inc. #Contentandsocial

Stop Focusing on the Output. Start with Strategy. Focus on the Process. Break the Silos.


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Social Media is the #1 Content Channel for Brands


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No One Seems to Know if it’s Really Working


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Yet, Content Marketing Spending Increases…


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…While Strategy is Lacking.


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Reality: Social Needs Content Strategy

Prolific Medium Moves Fast Fades Fast


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Reality: Social Needs Content Strategy

Without brand-level alignment and guidelines, social can go very wrong, very fast.


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Reality: Content Strategy Needs Social

Validate Strategy

Tie Back to Objectives

Produce Desired Outcomes

Meaningful Connections


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Reality: Content Strategy Needs Social

Platforms constantly innovating and

multiplying

Consumer behavior changing rapidly


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The Solution: Integrate Content Strategy & Social

Audience Intelligence

The “Who”

•  Who are we speaking to?

•  Who is our customer?

•  Whose needs do we need to consider?

1 2 3

Social Strategy

The “How”

•  How is content to be distributed?

•  How are channels different?

•  How will customers react?

Execution Reporting

The “Where”

•  Where did we succeed?

•  Where did efforts fall short?

•  Where can opportunities be found?

Editorial Execution

The “What”

•  What are we going to create?

•  What is the posting schedule?

•  What gets promoted?

The “Why”

•  Why are we creating content in the first place?

•  Why will users care?

Content Strategy


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Integration Result: Customer-Centric Content

Addressing customers’ needs and pain points will pay off in content quality, site performance, social engagement & conversions. Sounds a little like “Youtility” huh?


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Audience Informed Programs Rule


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How to Integrate: The Process & Deliverables


The “Who”

1 2 3

Social Strategy

The “How”

Execution Reporting

The “Where”

Editorial Execution

The “What” The “Why”

Content Strategy


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How to Integrate: Audience Intelligence


The “Who”

Social Listening Social Analytics Usability Tests

Journey Mapping Workshops Interviews

Analytics/Data Topical Demand

1 2 3

Social Strategy

The “How”

Execution Reporting

The “Where”

Editorial Execution


Content Strategy


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Multiple Sources for Gaining Audience Intelligence

Search Intelligence

Audience Research

Social Intelligence



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How to Integrate: Content Strategy


The “Who”




1 2 3

Social Strategy

The “How”

Execution Reporting

The “Where”

Editorial Execution


Core Messaging Strategy

Brand Strategy Business Goals

User Needs Voice/Tone Guide Content Inventory

Content Audit Editorial Calendar

Content Strategy


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Content Strategy: Benefits for Social

þ  Develop overarching brand content strategy

þ  Create one, unified voice, tone, style

þ  Ensure on-brand content for every channel

þ  Create repeatable content creation processes

þ  Maximize impact for all marketing channels

þ  Nurture a user’s brand experience from start to finish


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Content Strategy: Balance Business & User Goals

BRAND USERS

Supports Business

Objectives

Fulfills Audience

Needs


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31 #Contentandsocial http://www.flickr.com/photos/34639903@N03/3439647651/

Too brand-focused =

Sounds like a brochure Doesn’t meet user needs


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Too user-focused = No benefit for brand Still doesn’t answer questions

http://www.flickr.com/photos/icathing/7353057/


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How to Integrate: Social Strategy


The “Who”




1 2 3

Social Strategy

The “How”

Channel Analysis Audience Insights

Messaging Alignment Distribution

Strategy Paid Media

Prospect Mining Social Calendar

Execution Reporting

The “Where”

Editorial Execution






Content Strategy


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Content is Fire. Social Media is Gasoline.

Social media was never intended to be the world’s shortest press release


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Social Distribution Strategy

How do messages resonate differently on each platform?

Who are we talking to?

Where & when to distribute the

content

Content Strategy


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How to Integrate: Editorial Execution


The “Who”




1 2 3

Social Strategy

The “How”



Strategy Paid Media


Execution Reporting

The “Where”

Editorial Execution

The “What”

Create Publish

Syndicate Repurpose

Share Promote

The “Why”





Content Strategy


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Social Execution Strategy

Content Strategy Social Distribution Strategy

Social Execution Strategy

Content Type RTM Content 3rd Party Content


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Content Strategy as Social Content Checklist

1 •  Is this what my audience needs/

expects from my brand?

2 •  How does this align with our

brand goals?

3 •  Does this fit within our defined

voice and tone?

4 •  Are there potential negative

outcomes to posting this content?


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Content Strategy as Real-Time Filter

1 •  What is this trend about?

2 •  Is the current discussion around this

trend open to brands?

3 •  Does my brand have any connection

to this trend?

4 •  Does joining this trend help drive any

of my defined business objectives?

5 •  Can my brand say something unique

in relation to this trend?


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How to Integrate: Execution Reporting


The “Who”




1 2 3

Social Strategy

The “How”



Strategy Paid Media


Execution Reporting

The “Where”

Analytics Conversions

Shares Likes

Favorites New Leads Exposure

Web Traffic

Editorial Execution

The “What”

Create Publish

Syndicate Repurpose

Share Promote

The “Why”





Content Strategy


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Measuring and Optimizing Content Marketing

Content Marketing Barometer

•  Immediate feedback •  Audience

confirmation •  Successful topics

Content Marketing Optimizations

•  Topic expansion •  Audience refinement •  Voice modulation


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Farmers Insurance Case Study for Integration Success

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Farmers Insurance: Content Strategy & Social Media

Ongoing Strategy

Centralized Systems

Farmers Groups

Content Strategy

Execution + Reporting + Editorial Strategy

Content Goals + User Objectives + Brand Guidelines

Farmers Internal Teams & Groups

Channels

Calendars Editorial Meetings Strategy Docs

Website Campaigns Social Media


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Effective Experiences: Content that Performs

Farmers Users Supports Business

Objectives

Fulfills Audience

Needs


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Objectives

Fulfills Audience

Needs



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Objectives

Fulfills Audience

Needs


Content Strategy


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Connecting Content Strategy & Social

Social Strategy

Editorial Execution

Reporting

þ  Clicks to site

þ  Engagement

þ  Shares

þ  Reach


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Q&A Time e


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Audit & Autographed Book Giveaway

Audience members will be randomly chosen to receive:

One free content & social media audit

or

One of three autographed copies of Youtility


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Thank You! Ethology 1.800.284.1694 [email protected] ethology.com

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