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Enchanting Your Audience

Enchanting Your Audience

Presentation for ConnectVa by Emily Shane.

The Hodges Partnership

December 04, 2013
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  1. Enchanting Your Audience A  discussion  on  discovering  your   social

     story  and  how  to  tell  it  without   pulling  your  hair  out.      
  2. What makes good content? •  Meaningful  to  your  audience  

    – Educate   – Inform   – Makes  them  feel  good   •  Engaging   – Engage  with  you   – Engage  with  their  community  
  3. What’s right for your organization? •  What  do  you  hope

     to  convey?   – Exper?se   – Sell   – Brand  personality   – Ambassador  Mobilizer   •  Who  is  the  intended  audience?   •  Are  there  regulatory  restric?ons?   •  What  is  the  internal  approval  process?  
  4. Internal Content Bins •  Organiza?onal  News   •  Execu?ve  Leadership

      •  Brand   – Key  Differen?ator   – Your  Process   – An  element  of  your  brand  that  is  central  to  who   you  are   •  Exper?se   •  Partnerships  and  Marke?ng  
  5. Externally Sourced Content Bins •  Holiday/Calendar   •  Fun  Facts

     &  Stats   •  Contests   •  Cura?on   – Industry  News  and  Trends   – Publica?ons   – Thought  Leaders    
  6. Getting the Content •  Content  Bin  Worksheet     • 

    Email  Buddy/Departmental  Point  Person   •  Traffic  Mee?ngs   •  Shared  Responsibility  
  7. What Content and Where? Pla$orm   A*ributes   Facebook  

    Largest  consumer    social  plaTorm.    Business  friendly.    Good  analy?cs.   Strong  adver?sing  plaTorm.   TwiVer   Large,  very  ac?ve  user-­‐base.    Great  for  breaking  news.    Fastest  growing   demographic  is  55-­‐64.       Pinterest   Fastest  growing  plaTorm  for  content  sharing  .  Great  if  your  organiza?on  is   visual  or  access  to  photography  (weekly).   YouTube   Video    sharing  website.    Reaches  more  people  between  18-­‐34  than  any   cable  network.    Great  Facebook  ,TwiVer,  LinkedIn  and  blog  add  on.   Instagram   Photo  sharing  tool.    One  of  the  fastest  growing  plaTorms.    Great  Facebook,   LinkedIn,  Blog  or  TwiVer  add  on.   LinkedIn   Largest  professional  social  plaTorm.    Great  for  B2B  audience.    Newly   launched  adver?sing  capabili?es  with  ability  to  reach  niche  audiences.   Blog   Company-­‐controlled  social  plaTorm  capable  of  long-­‐format  content.    Great   content  hub  for  Facebook,  TwiVer  or  LinkedIn  add  on.  
  8. Post Frequency Pla$orm   Minimum   Maximum   Facebook  

    4  per  week   7  per  week   TwiVer   2  per  day   n/a   Pinterest   2  per  week   n/a   YouTube   1  per  week   n/a   Instagram   n/a   n/a   LinkedIn   1  per  week   7  per  week   Blog   2  per  month   3  per  week  
  9. Posts Across Platforms •  Demographic  Differences   •  Its  OK

     to  repeat  content,  just  don’t  copy  and   paste.   •  Use  plaTorm  specific  tools  
  10. Developing Posts Encourage  virality     – Ques?ons:  Want  a  response?

     Ask  open-­‐ended   ques?ons.   – Visuals:  Include  a  photo  or  video  in  updates  to   make  it  more  visual.     – Promote  ac?on:  Ask  users  to  take  an  ac?on  with   your  post.  Telling  users  specifically  what  you  want   makes  them  more  likely  to  take  the  course  of   ac?on.    They  don’t  know  unless  you  tell  them.      
  11. Best Practices •  Share  editorial  calendar  with  execu?ve  team  4

      weeks  prior  to  launch   •  2-­‐3  weeks  of  good  content  before  you  drive   new  audiences  (through  email,  other  social   plaTorms  or  adver?sing)   •  Update  profile  informa?on  quarterly   •  Monitor  2-­‐3  ?mes  daily   •  Blog  hos?ng