Social Media Content Planning & Examples

Transcript

1. C R E AT I N G A S M A R T S O C I A L S T R AT E G Y
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. W H AT A R E T H E B I G G E S T B A R R I E R S T O S U C C E S S ?
4. 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 ?
5. P L A N .
6. 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 :
7. WHAT DO YOU HAVE TO SAY?
8. Substance Workflow Governance C O R E S T R AT E G Y Structure
9. Substance: What content do your audiences need and why?
10. Sell me a product Be part of my team E M PAT H Y “Show me you understand” Copywriting Diverse Images E X P E RT I S E “How do I do this better?” Resources How-To C O M M U N I T Y “Let me share my story & learn from others’” Contests Q&A Social Media Bridge
11. Empathy Expertise Community
12. Structure: How is content organized, prioritized and accessed?
13. Workflow: How is content created and maintained?
14. Client Team Marketing Manager (primary contact) Assistant Marketing Mgr (secondary contact) VP (irregularly) Product Managers (varied) Agency Team: Account Director SM Strategist Art Director Producer Creative Director Designer Copywriter
15. SM Strategist Art Director Designer Copywriter Account Director Creative Director Client Contacts D AY T O D AY Q U A RT E R LY W E E K LY W E E K LY Producer
16. Governance: How are decisions about content and strategy made?
17. D E TA I L S M AT T E R
18. 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
19. Specs Details Frequency 2 - 3 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: U P T O 6 2 6 X 8 4 0 L I N K P O S T: 5 6 0 X 2 9 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 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
20. 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 S I M P L E I M A G E W I T H C L E V E R C O P Y 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 . H U G E R E A C H ( N O B O O S T ) Photo Post
21. 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 . C O U L D H AV E E D I T E D T H E T I T L E & C O P Y. Link Post
22. Specs Details Frequency M I N I M U M 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 ( P E R I S C O P E ) H A S H TA G S U S E F U L , B E S T R AT E G I C
23. 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
24. 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.
25. O N M E S S A G E C O P Y ( L I F E T I M E G U A R A N T E E ) “ O N B R A N D ” I M A G E G O O D H A S H TA G G E RY
26. 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
27. 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 .
28. E D I T O R I A L C A L E N D A R S A V E Y O U R S A N I T Y ! B U I L D A N
29. Events Seasonal Topics/Themes Local News Global News FAQs Projects Behind the Scenes Experiences Values Quirk
30. Tickled Pink Paper + Ink
31. Repurpose Remix Extend the Story
32. Sync content automatically Copy & paste content Reinvent on each channel Sweet Spot Remix Repurpose Not audience- focused Too much time and energy
33. Take Inventory • What “assets” do you have? • What do you need?
34. Photos Quotes Music Video History News Trends Data
36. W H AT A R E Y O U R A S S E T S ?
37. 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.
38. 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
39. X2 *sponsored Assets 2 architect renderings Data f/ client release Client SM profiles
40. H U B S P O T: O N E O F T H E B E S T C O N T E N T C A L E N D A R T E M P L AT E S I ’ V E F O U N D