Alamitos Bay Yacht Club spring spruce up Volume 88 † Number 5
Spruce up Your Social with Content
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Creating and Using Great Social Content Spruce up Your Social Webinar Series
description
In this presentation dive into best practices and real world examples of creating and utilizing content in social media with ideas from Ellen Westcott of Spredfast, Jason Falls of Social Media Explorer and Kristen Sussman of Social Distillery.
Transcript of Spruce up Your Social with Content
Creating and Using Great Social ContentSpruce up Your Social Webinar Series
Today’s Presenters Jason Falls
CEO Social Media Explorer @JasonFalls
Ellen Westcott Social Business Strategist Spredfast @EllenBWestcott
Kristen Sussman President Social Distillery @KrisSuss
#SocialSpruce
Best Practices in Creating and Utilizing Social Content
What is content?
• Website• Blog• Tweets, Posts,
Blahs• Newsletters• Advertisements• Direct Mail• Annual Reports
• Consumer-Centric• Business-Aware
Content
#SocialSpruce
Building a content blueprint
• Who are they?• What do they like?Audience• What can you provide?• What will engage your audience?Content• Where is your audience?• What qualities effect how you
communicate?Channel
• Are you trying to inform?• Are you trying to entertain?Purpose• What action do you want them to
take?Point#SocialSpruce
The blueprint• You know their make upAudienc
e• You know what they would find
usefulContent• You know where they can be
foundChannel• You know generally your aim with
contentPurpose• You know your calls to actionPoint
#SocialSpruce
Customer retentionCustomer(Audience)
Promote Events, Features
Attendance, Conversions
Product Feedback
Comments, Ideas, Insights
Customer Service/Engage
ment
Issues handled, ReTweets, Customers engaged
Blog
Use & Excuse(Upsell)
Posts, Comments, Click-Thrus,
Sales
Direct
Surprise & Delight
Track use of coupons/items
, Feedback
#SocialSpruce
How do you measure?
#SocialSpruce
How do you measure?
• Audience
• Purpose
• Call-To-Action
• Public
• Present Product or Service
• Buy/Download/Subscribe
Website#SocialSpruce
How do you measure?
• Audience
• Purpose
• Call-To-Action
• Qualified Public
• Establish AuthorityOrganic PushRank Well in SERPs
• Subscribe/Join/Buy/Download/Share/Link
Blog#SocialSpruce
How do you measure?• Audience
• Purpose
• Call-To-Action
• Purchase-Ready Qualified Leads
• Drive SalesDrive LeadsBuild Awareness*
• Buy/Call
Online Media/PPC Advertising#SocialSpruce
How do you measure?• Audience
• Purpose
• Call-To-Action
• Interested Public
• Engage/HumanizeOrganic PushCustomer Retention
• Respond/CommentBuy/CallProvide FeedbackParticipate for Rewards
#SocialSpruceFacebook
A resource …
www.socialmediaexplorer.com/content-measurement
#SocialSpruce
The Key To It All!
• Set Goals
• Translate To CTAs
• Measure That
• Trend/Track other PIs
• But don’t get distracted
#SocialSpruce
Identifying Content Trends and Measuring Performance
“One day you’re in, and the next day you’re out.”
#SocialSpruce
Brand story as the baseline
#SocialSpruce
Owning your space
#SocialSpruce
Mapping metrics to goals
1. Brand Awareness
2. Reputation Management
3. Improved Customer Service
4. Driving Sales & Leads
5. Building/Nurturing Advocacy
#SocialSpruce
What content is working?
Likes
Comments
Shares
Clicks
Replies
Retweets
Mentions
Favorites
Clicks
Views
Comments
Favorites
Likes
Comments
Clicks
Views
Comments
Link love
Clicks
#SocialSpruce
Different types of content
#SocialSpruce
Different types of rich media
#SocialSpruce
Owned vs. third-party
#SocialSpruce
An optimized content calendar
#SocialSpruce
“There’s no amount of technology that can
make bad content good, but technology can make good content
great.”
- Kristin Frank, SVP Digital at MTV and VH1
#SocialSpruce
Insights from the field
…Insights from the field: 6 Requirements for achieving Social Success
1. Reach & Relevancy2. Creative Story-telling3. Tactical Implementation
4. Embrace Change5. Create a Plan6. Learned Insights
#SocialSpruce
#1 Reach & Relevancy• Create content that
resonates with your community
• Know your community & who/what is relevant to them
• Use proactive & reactive engagement to increase reach
#SocialSpruce
#2 Creative Story-telling• Use creativity to
tell your company or product story
• Maximize your marketing impact through various online touch points
• Enable extended impact by repurposing useful content collected during the campaign
#SocialSpruce
#3 Tactical Implementation
• Once you’ve created great content, share & repurpose it in as many relevant locations as possible
• Keep social channels consistent with companywide communications & overall business objectives#SocialSpruce
#4 Embrace Change
Pinterest is now the 3RD MOST POPULAR
social network In the U.S. behind
Facebook and Twitter.
Pinterest drivesMORE REFERRAL
TRAFFICthan Google+, LinkedIn and
YouTube combined.
#SocialSpruce
#5 Create A Plan
• An editorial calendar ensures appropriate publishing cadence
• A shared calendar enables consistent messaging, with more impactful promotions
#SocialSpruce
#6 Learned Insights
• Use collected data to enable new insights• Turn insights into shareable content
#SocialSpruce
Contact us
@SpredfastSlides from today’s presentation can be found at www.slideshare.net/spredfast
Thanks for joining us!
