Driving Business Value with a Social & Content Masterplan - SES London 2014

How to make sure your social and content strategy drive real value within your business. Delivered at SES London, February 2014.

Transcript

1. London • 10–13 February 2014 • #SESLON @SESConf Driving Business Value With a Social and Content Master Plan Heather Robinson Skittish Internet Marketing Consultant & Trainer
2. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Overview • Build up a profile of your target audience • Getting your message right • Timing your promotions for maximum effect
3. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish BUILD A PROFILE How we
4. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish What do we want to know? • Demographic data • Where they hangout and engage • What makes them engage • What type of content do they share • When they’re online • What device do they use
5. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish HOW DO WE FIND THIS OUT?
6. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Google Analytics Website visitors Add secondary dimension of ‘Social Network’ to break down audience data
7. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Facebook Insights
8. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Twitter Analytics
9. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Customer Survey
10. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish BEFORE WE CREATE CONTENT When?
11. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish They don’t use the internet! Or so we thought…
12. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish RIGHT MESSAGE Making sure you have the
13. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish WHAT WILL PEOPLE SHARE? The question to ask is…
14. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish
15. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish
16. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Great example of creating engaging content
17. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish TIMING YOUR UPDATES It’s all about
18. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Issues affecting timing Access to social media Personal habits
19. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish TOOLS WE CAN USE… So how can we tell when the best time is?
20. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Facebook Insights
21. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Google Analytics Custom Report
22. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Day of week
23. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Hour of day
24. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish SocialBro www.socialbro.com • Features include: Best time to Tweet • Competitor analysis • Identifying influencers and supporters • Analytics & management tools
25. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Timing+
26. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish THIRD PARTY RESEARCH We can also look at
27. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Source: socialcaffeine.com http://bit.ly/1bcfnP0
28. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Source: socialcaffeine.com http://bit.ly/1bcfnP0
29. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Source: socialcaffeine.com http://bit.ly/1bcfnP0
30. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish
31. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish 3 KEY TAKEAWAYS Summary
32. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Never assume you know everything about your readers They might just surprise you!
33. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Use your own data to see what’s working Analytics, Insights, etc
34. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Timing is everything! In social media
35. London | 10–13 February 2014 | #SESLON | @SESConf @_skittish Thanks!