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Get Smart workshop - Q1
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Turell Group
January 21, 2014
Business
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Get Smart workshop - Q1
You are what you share - why social media content matters.
Turell Group
January 21, 2014
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Transcript
MARKETING l DIGITAL l COMMUNICATIONS
Get Smart: Plan, Manage and Create Content That
What is “content”?
None
Why does good content matter?
People & robots both love good content.
A word from the I’m getting smarter all the time.
Google recognizes and rewards quality content that’s useful and relevant.
What about the people?
Social Media is Social First.
Social Technograph
Plan.
A content strategy plans for the creation, delivery and governance
of useful,
What do you want your content to
Engage People Raise Awareness Provide Services Advocate for Legislation Have
Conversations Build Relationships
Substance Workflow Structure Governance Core Strategy
Substance: What content do you and your audiences need and
why?
Considers... • What • Why • How • When •
For Whom • With What • Where • When • How Often • What Next
Structure: How is content organized, prioritized and accessed?
Governance: How are decisions about content and strategy made?
Workflow: How is content created and maintained?
Break
What’s an editorial calendar?
Web Emails Newsletters Magazines Catalogs Blogs Facebook Twitter Video Instagram
Pinterest
Think big. Be bold.
Involve your team in the process.
None
Events Seasonalities News Expertise FAQs Industry/Market Trends Advice Behind the
Scenes Experiences Values Quirk Customer’s Lifestyles Complementary Products/ Services
What categories start to emerge?
Calendar your Categories ! Note: Frequency based on depth, breadth
and writer
None
Source Source Source Source Source SOURCE Source Source Curate
Tips for Creating an Editorial • Consider the seasonality of
your department. Build in big events. • Try an 8 week calendar cycle. • Use a shared document like a Google spreadsheet. • Repurpose! • Curate.
Building & using your calendar
Values Drive Content Elements Naturals Natural Chemical-Free Kids’ Health Recyclable
Sustainable High Quality
None
Level 1 Specific to the organization: news, events, product info,
promotions.
Twitter/Facebook Keywords & topics • Company Name • Key Executives
& Leaders • Product Names • Competitors Blog • Company news: modified press releases • Event information • Promotions or specials
Level 2 Info, resources & news related to your product/service
Twitter/Facebook • Parenting & children-focused • Specific “green” parenting, chemical/toxin
information Blog • BPA, chemical-free baby products • Tips for choosing the best for your baby • How new parents can sort fact from fiction
Level 3 Resources, info, news related to the interests and
lifestyles of your audience
Twitter/Facebook • Green living, sustainability focused Blog • Living “green”
on a budget • Making smart choices for sustainable families • Most innovative trash-to-treasure programs
Repurpose Remix Extend the Story
Sync content automatically Copy & paste content Reinvent on each
channel Sweet Spot Remix Repurpose Not audience- focused Too much time and energy
Take Asset Inventory • What assets do you have? •
What do you need?
Photos Quotes Music Video Similar Stories News Trends Data
Under African Skies A feature article in the College of
Arts and Sciences quarterly Cascades magazine. ! Pre-Content Planning: Print distribution Web distribution Copy & paste the link to Facebook
Post-Content Planning Photo album with images from article. Link to
article in description Pull quotes from the article w/ link back to site. Post & embed/link to music video
Together we can end “hair on fire” social media managemen
t.
Get Smart Workshop April 25, 2014
River Life Resort Centrally located between Corvallis and Eugene, River
Life Resort is a premiere event venue. Our indoor and outdoor wedding facility, which seats up to 300 people, overlooks the beautiful Willamette River. Your special day will be unforgettable at River Life Resort. Objective: Book more weddings
Useful Resources Alltop http://alltop.com/ ! Topsy http://topsy.com/ ! Mashable http://mashable.com/
! BuzzFeed http://www.buzzfeed.com/ ! Daily Infographic http://dailyinfographic.com/ ! My Modern Metropolis http://www.mymodernmet.com/