Get Smart workshop - Q1

You are what you share - why social media content matters.

Transcript

1. MARKETING l DIGITAL l COMMUNICATIONS
2. Get Smart: Plan, Manage and Create Content That
3. What is “content”?
5. Why does good content matter?
6. People & robots both love good content.
7. A word from the I’m getting smarter all the time. Google recognizes and rewards quality content that’s useful and relevant.
8. What about the people?
9. Social Media is Social First.
10. Social Technograph
11. Plan.
12. A content strategy plans for the creation, delivery and governance of useful,
13. What do you want your content to
14. Engage People Raise Awareness Provide Services Advocate for Legislation Have Conversations Build Relationships
15. Substance Workflow Structure Governance Core Strategy
16. Substance: What content do you and your audiences need and why?
17. Considers... • What • Why • How • When • For Whom • With What • Where • When • How Often • What Next
18. Structure: How is content organized, prioritized and accessed?
19. Governance: How are decisions about content and strategy made?
20. Workflow: How is content created and maintained?
21. Break
22. What’s an editorial calendar?
23. Web Emails Newsletters Magazines Catalogs Blogs Facebook Twitter Video Instagram Pinterest
24. Think big. Be bold.
25. Involve your team in the process.
27. Events Seasonalities News Expertise FAQs Industry/Market Trends Advice Behind the Scenes Experiences Values Quirk Customer’s Lifestyles Complementary Products/ Services
28. What categories start to emerge?
29. Calendar your Categories ! Note: Frequency based on depth, breadth and writer
31. Source Source Source Source Source SOURCE Source Source Curate
32. 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.
33. Building & using your calendar
34. Values Drive Content Elements Naturals Natural Chemical-Free Kids’ Health Recyclable Sustainable High Quality
36. Level 1 Specific to the organization: news, events, product info, promotions.
37. Twitter/Facebook Keywords & topics • Company Name • Key Executives & Leaders • Product Names • Competitors Blog • Company news: modified press releases • Event information • Promotions or specials
38. Level 2 Info, resources & news related to your product/service
39. 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
40. Level 3 Resources, info, news related to the interests and lifestyles of your audience
41. Twitter/Facebook • Green living, sustainability focused Blog • Living “green” on a budget • Making smart choices for sustainable families • Most innovative trash-to-treasure programs
42. Repurpose Remix Extend the Story
43. Sync content automatically Copy & paste content Reinvent on each channel Sweet Spot Remix Repurpose Not audience- focused Too much time and energy
44. Take Asset Inventory • What assets do you have? • What do you need?
45. Photos Quotes Music Video Similar Stories News Trends Data
46. 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
47. 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
48. Together we can end “hair on fire” social media managemen t.
49. Get Smart Workshop April 25, 2014
50. 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
51. 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/