Social Media Content Planning

Social Media Content Planning

Workshop slides.

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Kelli Matthews

January 24, 2020
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Transcript

  1. C R E AT I N G G R E

    AT C O N T E N T
  2. W E K N O W T H E R

    E ’ S S O M U C H P O T E N T I A L F O R B R A N D S W I T H S O C I A L M E D I A
  3. H O W C A N W E M A

    X I M I Z E T H E P O T E N T I A L A N D M I N I M I Z E T H E B A R R I E R S ?
  4. P L A N .

  5. W H AT D O Y O U WA N

    T T O A C C O M P L I S H ? W H O A R E Y O U T RY I N G T O R E A C H ? S TA R T W I T H T W O K E Y T H I N G S :
  6. C R E AT I N G A N A

    U D I E N C E P R O F I L E
  7. W H O A R E T H E Y

    ? • Age • Gender • Location • Marital Status • Family Status • Income • Education • Occupation
  8. M Y A U D I E N C E

    I S _ _ _ _ _ _
  9. W H AT D O E S T H E

    I R L I F E L O O K L I K E ? • Attitudes • Values • Lifestyles • Behaviors • Interests
  10. W H AT D O T H E Y WA

    N T ? • Needs • Wishes • Solutions
  11. W H AT P R O B L E M

    S D O T H E Y H AV E ? • Challenges • Frustrations • Issues
  12. W H AT D O Y O U WA N

    T T H E M T O D O ? • Buy a product • Consume your media • Volunteer for an event • Donate money • Sign up for a program
  13. I WA N T M Y A U D I

    E N C E T O _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
  14. T H E Y S H O U L D

    B E C A U S E _ _ _ _ _ _ _ _ _ _ _ _ T H E Y M I G H T N O T B E C A U S E _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
  15. W H AT P L AT F O R M

    S D O T H E Y U S E ?
  16. None
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  20. A S K Y O U R S E L

    F My audience is ____ Their life looks like ____ Their biggest problem is ____ If they had one wish.. ______ I want them to _______ They should because _____ They might not because ________ They will discover this through ________ They respond well to _______ They don’t respond well to ______
  21. Let’s take break!

  22. WHAT DO YOU HAVE TO SAY? W H AT D

    O Y O U H AV E T O S AY ?
  23. Substance Workflow Governance C O R E S T R

    AT E G Y Structure
  24. Substance: What content do your audiences need and why?

  25. Facilitate Logistics Create a Connection I N S P I

    R AT I O N “Show me Central Oregon!” A D V E N T U R E “I want to choose my own adventure” A U T H E N T I C I T Y “How do I create a vacation that’s unique & authentic?” Great Content
  26. Inspiration Authenticity Adventure

  27. Structure: How is content organized, prioritized and accessed?

  28. Workflow: How is content created and maintained?

  29. Governance: How are decisions about content and strategy made?

  30. D E TA I L S M AT T E

    R
  31. Platform Best Kind Of Content Q U A L I

    T Y V I D E O S A N D I M A G E S ( S Q U A R E - I S H ) , N E W S L I N K S ( W I T H I M A G E S ) N E W S / I N F O L I N K S , I M A G E S W I T H H O R I Z O N TA L O R I E N TAT I O N , V I D E O S , H A S H TA G S I M A G E S W / V E RT I C A L O R I E N TAT I O N , H A S H TA G S , C L E A R C A P T I O N S Q U A L I T Y I M A G E S , H A S H TA G S V I D E O S , C L E A R D E S C R I P T I O N S A N D T I T L E S
  32. Specs Details Frequency 1 - 2 T I M E

    S P E R D AY S PA C E AT L E A S T 2 H O U R S A PA RT Photos P H O T O P O S T: 1 2 0 0 X 6 4 0 M I N I M U M : 4 8 4 X 2 5 2 Video P O S T N AT I V E LY Character/Word Count S H O RT E R I S B E T T E R : 4 0 - 9 0 C H A R A C T E R S Other Tips P R O F I L E S I M A G E S , E V E N T H E A D E R S , A D I M A G E S A L L H AV E D I F F E R E N T S I Z E S . M I N I M I Z E H A S H TA G S & B E V E RY S P E C I F I C I N T H E I R P U R P O S E
  33. S I M P L E , P R O

    F E S S I O N A L Q U A L I T Y I M A G E G R E AT E N G A G E M E N T. B I G R E A C H ( 4 , 4 4 3 ) Photo Post S H O RT C O P Y. P O S T S U C C E S S R E L I E S H E AV I LY O N I M A G E
  34. S H O RT C O P Y. R E

    L AT E D I M A G E . I M A G E M A X I M I Z E S AVA I L A B L E S PA C E . Link Post
  35. Specs Details Frequency M I N I M U M

    3 - 5 X P E R D AY N O M A X I M U M Photos 1 0 2 4 X 5 1 2 R E C O M M E N D E D Video V I D E O B E C O M I N G M O R E I M P O RTA N T. A U T O - P L AY. Character/Word Count 9 0 - 1 1 0 C H A R A C T E R S Other Tips L I V E V I D E O H A S H TA G S U S E F U L , B E S T R AT E G I C
  36. S H O RT C O P Y. I M

    A G E I S T H E R I G H T S I Z E F O R T H E N E W S F E E D ( N O C R O P ) Link Post
  37. Specs Details Frequency 1 - 2 T I M E

    S A D AY Photos 1 0 8 0 X A N Y H E I G H T D I S P L AY S A S 2 9 2 X A N Y H E I G H T Video 6 0 - S E C O N D L I M I T Character/Word Count S H O RT E R I S B E T T E R I G T R U N C AT E S A F T E R A B O U T 9 0 C H A R A C T E R S Other Tips H A S H TA G S W O R K ! A D D A S A F I R S T C O M M E N T. F I N D T H E B E S T O N E S F O R Y O U R C O N T E N T. Posts
  38. C O M P E L L I N G

    I M A G E G O O D H A S H TA G G E RY S H O RT C O P Y. W O U L D T R U N C AT E AT “ N E W … ”
  39. Specs Details Frequency B E C O N S I

    S T E N T. Photos 1 0 8 0 X 1 9 2 0 O R 9 : 1 6 Video 1 5 - S E C O N D L I M I T Character/Word Count S PA C E D E P E N D E N T ( W H AT C A N P E O P L E R E A D I N 1 5 S E C O N D S ? ) Other Tips E X P E R I M E N T ! T RY G I F S , P O L L S , Q S A N D “ F I L L I N T H E B L A N K ” A P P S W I T H S T O R I E S T E M P L AT E S : A D O B E S PA R K , C A N VA , U N F O L D , P I C K M O N K E Y Stories
  40. P O L L C O M P E L

    L I N G I M A G E S A L O M O N M A K E I T B E T T E R B Y M A K I N G I T S H O PA B L E . S W I P E U P S P O N S O R E D I N F L U E N C E R S
  41. Specs Details Frequency 5 - 1 0 T I M

    E S A D AY Photos V E RT I C A L I S B E S T 7 3 5 X 1 2 0 0 Video C A N L I N K T O Y O U T U B E , B U T N O D ATA A B O U T E N G A G E M E N T Character/Word Count S H O RT I S B E T T E R . 2 0 - 2 5 W O R D S M A X I M U M . Other Tips C L E A R C O N T E N T A N D C A P T I O N S O R G A N I Z E D B O A R D S
  42. O P T I M I Z E D I

    M A G E W I T H C A P T I O N E M B E D D E D . M O R E S H A R E A B L E . G R E AT, K E Y W O R D - R I C H C O P Y W I T H K E Y C A M PA I G N H A S H TA G .
  43. E D I T O R I A L C

    A L E N D A R S AV E Y O U R S A N I T Y ! B U I L D A N
  44. Events Seasonal Topics/Themes Local News Global News FAQs Projects Behind

    the Scenes Experiences Values Quirk
  45. Tickled Pink Paper + Ink T O P I C

    O F T H E W E E K T H AT T I E S A L L T H E P O S T S T O G E T H E R P L AT F O R M S C O N T E N T O U T L I N E F O R O R I G I N A L , B R A N D A N D C U R AT E D T O P I C S . T I E S D I R E C T LY T O Y O U R D ATA .
  46. Repurpose Remix Extend the Story

  47. Sync content automatically Copy & paste content Reinvent on each

    channel Sweet Spot Remix Repurpose Not audience- focused Too much time and energy
  48. TA K E I N V E N T O

    RY W H AT “ A S S E T S ” D O Y O U H AV E ? W H AT D O Y O U N E E D ?
  49. Photos Quotes Music Video History News Trends Data

  50. None
  51. W H AT A R E Y O U R

    A S S E T S ?
  52. Assets for each influencer/ambassador: 2 - 3 minute video. Share

    natively to Facebook; link in Twitter; change IG bio link to /tread and share still from video. 3 - 5 behind-the-scenes (BTS) photos Pull quotes from videos/outtakes/interviews Secondary story pulled from BTS footage either re-cut as a short video vignette or shared as a blog post with still photos. BTS Instagram-style video (15 - 20 second cut) Short shareable caption and link to video for each persona to share via their own profiles. One-off news/announcements about the personas to share.
  53. I N T R O D U C E I

    N F L U E N C E R I N T R O D U C E I N F L U E N C E R I N T R O D U C E I N F L U E N C E R
  54. X2 *sponsored Assets 2 architect renderings Data f/ client release

    Client SM profiles
  55. H O W D O Y O U K N

    O W I F I T W O R K S ? B A S I C M E A S U R E M E N T
  56. W H AT C A N Y O U K

    N O W ? • Interest: fans/friends/followers, clicks, visitors • Engagement: likes, comments, retweets, shares • Action: donate, enroll, attend, join, buy # 5 1 1 0 D TA
  57. W H AT N E X T ? One take-away

    from today? One thing you can do now? One more thing you can do now? Thank you!
  58. None