SAScon presentation: ensuring your social content is in peak performance
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Transcript of SAScon presentation: ensuring your social content is in peak performance
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ENSURING YOUR SOCIAL CONTENT IS AT PEAK PERFORMANCE
@katyhowell @IFtweeter
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@katyhowell @IFtweeter
Working with
some of the
largest global
brands in B2B
and B2C
Educating and training the
industry in best practice
We have been quoted in
many books and are
co-authors of ‘Share This’
Specialist social digital expertise
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@katyhowell @IFtweeter
Bullshit is a common English expletive which may be shortened to the euphemism bull or the initialism BS. In British English, "bollocks" is a comparable expletive, although
"bullshit" is more common. It is a slang profanity term meaning "nonsense", especially in a rebuking response to communication or actions viewed as deceiving, misleading,
disingenuous, or false.
We want our content to go
viral
It is all about engagement and followers
Social is not measurable
and can’t deliver ROI
The social content BS
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@katyhowell @IFtweeter
Media Bistro Sept 2013
Econsultancy Sept 2013
Immediate future 2013
Why should you care?
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@katyhowell @IFtweeter
START WITH A PLAN
@katyhowell @IFtweeter
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If you don’t know where you are going…
@katyhowell @IFtweeter
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@katyhowell @IFtweeter
Don’t be afraid to drill the data
•
•
•
Using GWI UK Data drawn from consumers who statedthat they research / purchased home equipment
GWI Data: UK consumers researching/ purchasinghome equipment
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@katyhowell @IFtweeter
It isn’t content that matters, it’s context
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@katyhowell @IFtweeter
What you want to promote
What they talk about
Consumer
interest and
conversations
Organisation
messages and
topics
Play in the sweet spot
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@katyhowell @IFtweeter
Weekly full content plans
detail every post, upload and tweet
More detailed 6 week plans
identify phases of activity, themes,
stand out content and required
actions
A broad 3-6 month overview
of activity identifying key
events and theme highlights
Love your spreadsheets!
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@katyhowell @IFtweeter
PLOT YOUR CUSTOMER JOURNEY
@katyhowell @IFtweeter
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@katyhowell @IFtweeter
How are people buying?
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Creating
Content With Purpose
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@katyhowell @IFtweeter
Social shoppingIs all about building
relationships, and QVC creates
long-term relationships
With customers like no other retailer.
Claire Watts, QVC U.S. CEO
”
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@katyhowell @IFtweeter@katyhowell @IFtweeter
GET WITH THE NUMBERS
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@katyhowell @IFtweeter
Evaluate beyond social
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@katyhowell @IFtweeter
Don’t stop measuring
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@katyhowell @IFtweeter
Translate your data
@katyhowell @IFtweeter
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@katyhowell @IFtweeter
Compare measures
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@katyhowell @IFtweeter
Thank you