the importance of content and strategy in social media in 2014

The Importance of Content and Strategy in Social Media in 2014Krystian Szastok, Senior SEO Manager06/02/2014

2 Twitter: @krystianszastok | Web: krystianszastok.co.uk

Social Media Issues


Social Media Issue #1

Metrics: CEO/MD don’t care about retweets, Klout score or FB likes



Lack of good content: Dry content resulting in updates getting low engagement



Personas and community: Really knowing the audience - personas



Conversions: Social Media doesn’t sell/generate leads


Solution:Content Strategy


Why Strategy


How to prepare the strategy

http://www.socialmediaexaminer.com/26-tips-to-create-a-strong-social-media-content-strategy/

1. Deciding on metrics1. Make sure there are many KPIs and mini conversions 2. Do not just report on total amount of followers3. Report on reach, exposure and audience growth

http://www.socialmediaexaminer.com/26-tips-to-create-a-strong-social-media-content-strategy/


Understanding the audience

Really understand who you market to – social listening.

Then your content will be shared.

http://moz.com/blog/personas-understanding-the-person-behind-the-visit

http://moz.com/blog/personas-understanding-the-person-behind-the-visit


Owned, Earned and Paid media together - promote

http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html

http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html


Visualise the data – turning dry niches wet or moist. Noone gets excited by tables of dry data – you’re social, make your data social.

http://krystianszastok.co.uk/how-to-visualise-twitter-data-in-5-minutes-for-free-without-programming-knowledge/




Measure the results

Analytics and last touch conversions not enough.

1. Use analytics as a guide

2. Get advanced multi-touch tracking software in place

1. Analytics Multi Channel Funnel

2. Infinity call tracking

3. DoubleClick from Google

No perfect solution currently – watch this space.


Solution:Content


Big Content Idea

1. Relevant to the audience – will they care?

2. Researched (don’t just think up an idea and create content because you think it’s cool)

3. Multi device – tablet/mobile tested

4. Multi format – ebook into a podcast into a video into an infographic into a pdf into a blog post/series

5. Multi channel

6. Sponsored traffic


Big Content Idea – first idea usually fails

1. It’s okay to fail

2. Learn what went wrong

- Get more feedback

- Rework the strategy

- Present the learnings to the client

- Get up, dust off, make another piece of content. If first idea succeeds – again, take the learnings and make 5 even

better ideas! Don’t be a one trick pony.


Big Content Idea - Examples

Game of Thrones snowflake patterns –

http://www.kryshiggins.com/free-game-of-thrones-inspired-snowflake-patterns/





Slim your wallet - http://bellroy.com/pages/slim-your-wallet/

http://bellroy.com/pages/slim-your-wallet/



Desirable Body - http://www.desirablebody.co.uk/hero/

http://www.desirablebody.co.uk/hero/


Solution:Community building


Community building

http://mackwebsolutions.com/guide-to-building-online-communities/

Your community is your repeat audience – is your return visitor – is the future customer.

Remarket to them, email them, groom them and they’ll be your brand advocates.

http://mackwebsolutions.com/guide-to-building-online-communities/


The end – credits for memes

Credits:

http://www.searchenginejournal.com/seach-meme-monday/47271/

http://siliconrepublic.com/careers/item/33553-career-memes-of-the-week-s

http://shaneatkins.co.uk/2013/03/09/17-social-media-memes-that-will-make-you-lol/

http://makeameme.org/meme/WANNA-TAKE-A-culhxu

http://momentumbooks.com.au/blog_tag/data/












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the importance of content and strategy in social media in 2014

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