Post on 02-Aug-2015
Developing & Implementing a
Content Strategy for Social
18.03.2015
Andrew Murray
Strategy, creative content and social for:
Andrew Murray Head of Social Media
& Brand Content
@McCannBlue
What we’ll cover today
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1. Business objectives into content objectives. 1. Segmenting a target customer group.
2. Storytelling & content theme development.
3. Moving customers along the purchase path.
4. TOV, distribution and propagation. 1. What does success look like? + some best-in-class food & drink brand case studies included throughout.
A little intro…
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Building better brands
THE EVOLUTION OF SOCIAL
WHAT CAN SOCIAL DO FOR FOOD/DRINK BRAND?
HOW CAN A FOOD/DRINK BRAND ‘USE’
SOCIAL?
Social 1.0
Social can be used as another limb with which to reach customers and
target them with communications. (Channel/PUSH)
Social 2.0
Social can be used to connect and engage with people in ways that are
entertaining and give social currency to them. (Human)
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Let’s rewind
a little…
What is a Content Strategy?
“The practice of planning for content creation, delivery, and governance.”
“A repeatable system that defines the entire editorial content development process for a website development project.”
Content Strategy is the planning of how you intend to attract the right audience with interesting stories.
1. Role of Social
5. M&E
2. Social
Strategy
4. Content Strategy
3. Platform Strategy
Channel Eco-system
Role of Channels
What we’ll cover today + a little more.
Measuring Positive Sentiment:
Depth of
engagement
Breath of influence
Drive more direct sales
Drive
Consideration
Strategic Pillars of
Activation
It should form part of this…
A brand’s overall social strategy
And it will help to determine this…
Site & Content Hub
YouTube
what platforms you should be on.
And it will help to determine this…
what platforms you should be on.
BIG QUESTION for YOU?
What makes your brand, AND other brands - so interesting that people will want to talk about it and share it with their friends?”
BIG QUESTION for YOU?
What makes your brand so interesting that people will want to talk about it and share it with their friends?”
Because...
Even boring brands have something interesting to say!
You can’t succeed in social media if you don’t have something interesting to say...
At this point in your social media experience, you know that social media marketing is not just about having a Facebook page or a Twitter profile!
Social media is the vehicle for communicating and distributing interesting stories (content) across the internet.
You communicate & distribute interesting stories by being aware of how all the social channels can work together with a content strategy in place.
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1. Translating your business objectives into content objectives.
What are your business objectives for social?
Drive Consideration
Drive Brand Affinity
Push CSR
Direct Sales
Broaden The Conversation Beyond Product
business objectives into content objectives
What are your business objectives for social?
Drive Consideration
Drive Brand Affinity
Push CSR
Direct Sales
Broaden The Conversation Beyond Product
What else? business objectives into content objectives
PANERA BREAD
Panera don’t just talk about bread.
They talk about other food groups,
the people behind the bread,
partnerships, they help to combat
people’s food insecurities and
promote healthy eating.
business objectives into content objectives
business objectives into content objectives
business objectives into content objectives
business objectives into content objectives
INNOCENT Topical, fun, quirky and showing the passion of the
people behind the brand.
business objectives into content objectives
business objectives into content objectives
Then put specific content objectives in place.
business objectives into content objectives
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PRIMARY CONTENT GOAL
Drive usage by tapping into the passions of the GB ABC1 target group (middle class, up to date with current affairs, ethical, nerdy, wannabe baristas).
business objectives into content objectives
35
What’s your business objective for social and your primary content goal?
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2. Understanding how to segment a target customer group.
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Look at their digital behaviour
• Connected • Seeking social kudos • Conversational • Curatorial • Creative • Outspoken
segmenting a target customer group
38
Understanding the digital behaviour of your target
Failte Ireland Social Energisers CREATIVE
COLLABORATIVE
CURATORIAL
CRITICAL
CONVERSATIONAL
1 in 3 own tablet
hyper connected
Smartphone owner
Over-share for social currency
have multiple virtual personalities
55% read brand emails
via mobile
are prolific users of messaging apps
most likely to access social platforms via
mobile
most active group on Facebook and Twitter
love Tumblr, Instagram & Pinterest, accessed often via mobile
have the highest number of apps on their phones although only use 1/3 regularly
largest group to engage with mobile wallets
most likely to be influenced by social
media when it comes to purchasing
big consumers of online & mobile video
CONNECTED
2/3 of Twitter users are under 34
driving force behind short-form and visual web
are aware of value of their personal data
segmenting a target customer group
Video of Mom’s actual day versus stated day.
segmenting a target customer group
Develop personas to give a true understanding of the people you are trying to connect with.
segmenting a target customer group
DEVELOPING PERSONAS – HOW TO? Talk to your customer base Do online surveys Use search... PLUS answer some of the following questions to identify buyer personas: ° Gender ° Age ° Family and marital status ° Job description ° Financial situation ° Education ° Geography ° Daily activities ° Hobbies ° Habits ° How do they use the web ° Their challenges or pain points ° Their goals ° What are their most pressing needs
The more elements you know about your buyers or prospects, the easier it will be to focus your efforts on the right people.
segmenting a target customer group
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Groups of 4: Pick one of your brands and develop 3 personas – specifically thinking about their digital behaviours.
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Let’s take a break…
44
3. The art to online storytelling & content theme development.
Building better brands
46
You must figure out the story you want to tell...
storytelling & content theme dev
As a brand you need to differentiate from the competition. Differentiate means telling a different story – not the same story told incrementally different.
The art of storytelling
storytelling & content theme dev
storytelling & content theme dev
storytelling & content theme dev
It’s NOT about looking for some
“position” to differentiate from competitors, nor is it about “taglines” and “brand statements”.
storytelling & content theme dev
It’s about creating and sharing compelling relevant content and behaving in a way that is an expression and a magnification of your brand.
The art of storytelling
storytelling & content theme dev
storytelling & content theme dev
storytelling & content theme dev
storytelling & content theme dev
HB ICE-CREAM
storytelling & content theme dev
These must be built around your target consumer’s interests. You must find a way of broadening the conversation from your product to other topics…
Developing content themes
storytelling & content theme dev
Product focused approach to
more of a lifestyle brand.
storytelling & content theme dev
Live the Moy Park Life
Always-on content themes:
1. Food for your family
2. Food for a fitter you
3. Family activities
4. OTHER - topical content,
activations, sponsorships,
competitions, new product
launch storytelling & content theme dev
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Do you have content themes? Are they broad enough? Can you begin to broaden the conversation?
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4. Identifying the role of content in moving customers along the purchase path.
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Understand the content formats that work best for a social environment.
HOW DO YOU HOOK CONSUMERS?
Bite Size
Role is to pique curiosity and create awareness.
moving customers along the purchase path
Snack Size
Role is to garner concentration and provoke consideration.
HOW DO YOU HOOK CONSUMERS?
moving customers along the purchase path
Meal Size
Further connect, trigger advocacy, provide utility and education.
HOW DO YOU HOOK CONSUMERS?
moving customers along the purchase path
WHAT’S HOT AND WHAT’S NOT.
moving customers along the purchase path
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You then need to understand what stage in the customer journey your target market is in.
moving customers along the purchase path
Business Objectives + Overall Content Goal for Social:
• Brand awareness or reinforcement
• Lead conversion and nurturing
• Customer conversion
• Customer service
• Customer upsell
YOUR CONTENT GOALS WILL REFLECT YOUR CUSTOMER’S LIFECYCLE STAGE
moving customers along the purchase path
Mapping content to the relevant stage of the content journey
awareness familiarisation conversion support & advocacy
Put your product in front of people before they decide what to buy. Show the USP of product relevant to the target’s interests.
Drive consideration of your product. Convince people that your product more than meets their needs.
Deliver conversion by being overt in our encouragement of people to buy your product.
Enhance the experience for people once they have bought your product. Prompt people to share their experience before, during and post use.
customer journey stages:
content goals:
moving customers along the purchase path
awareness familiarisation conversion support & advocacy
Mapping content to the relevant stage of the content journey customer journey stages:
content goals:
content types:
Entertaining, emotional, inspirational and sharable content.
Rational, heritage, stories, practical content mixed with content that gives a real flavour of the brand.
‘Product’ centric content that includes direct & indirect calls to action. Coupons.
Useful, helpful + entertaining content. Content that prompts UGC.
Put your product in front of people before they decide what to buy. Show the USP of product relevant to the target’s interests.
Drive consideration of your product. Convince people that your product more than meets their needs.
Deliver conversion by being overt in our encouragement of people to buy your product.
Enhance the experience for people once they have bought your product. Prompt people to share their experience before, during and post use.
Customer journey stages:
awareness familiarisation conversion support & advocacy
moving customers along the purchase path
Customer journey stages:
awareness familiarisation conversion support & advocacy
moving customers along the purchase path
Customer journey stages:
awareness familiarisation conversion support & advocacy
moving customers along the purchase path
Customer journey stages:
awareness familiarisation conversion support & advocacy
moving customers along the purchase path
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Groups of 4: Pick one of your brands and come up with 4 content ideas that cover each stage of the customer journey.
awareness familiarisation conversion support & advocacy
WITH THIS ON SCREEN: 10 MINS TO COME UP WITH 4 CONTENT IDEAS THAT COVER EACH STAGE OF THE CUSTOMER JOURNEY
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5. TOV, distribution and propagation.
Identifying the type of content you need is just one part of the mix – you need to consider the tone of how you communicate.
TOV, distribution & propagation
TOV, distribution & propagation
TOV, distribution & propagation
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Creating relevant content in the right tone is only one part of the content management process. You need to ensure this content is distributed and propagated online for maximum effect.
TOV, distribution & propagation
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Distribution & propagation
Organic / Paid / Earned
TOV, distribution & propagation
FLORA
TOV, distribution & propagation
Testing your hydration levels
through a clever and
addictive Facebook game to
win a Samsung Galaxy Tab.
Deep RiverRock THE HYDRATION CHALLENGE
TOV, distribution & propagation
CONTENT
TOV, distribution & propagation
TOV, distribution & propagation
The content management process
Identify content
need
Identify relevant content format
Publish
Amplify across
channels
Engage with fans &
FOFs
Evaluate
Re-purpose
TOV, distribution & propagation
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1. Who’s currently using paid? 2. Is it being targeted? 3. How much do you need to spend? 4. Who’s over relying on
comps/giveaways for reach?
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1. Who’s currently using paid? 2. Is it being targeted? 3. How much do you need to spend? 4. Who’s over relying on
comps/giveaways for reach? A sign of a failed social strategy is when competitions are the only real engagement you have on social.
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6. What does success look like?
Successful content mgmt within social = depth & breadth of engagement
Breadth of Influence:
Depth of Engagement:
Are people actively and positively engaging with us on our brand platforms? Primary Focus: Owned Media
Are people paying attention to you, positively contributing to conversations and advocating on behalf of you across the web? Primary Focus: Earned Media
what does success look like?
Sample engagement metrics
OBJECTIVE METRICS KPI
CONSUMPTION Reach (Paid vs. Organic Reach, Potential Reach)
COLLABORATION Community Size (Total no. of Fans, Followers)
Community Growth Rate
Content Interaction (Like, Rate, Comment, Share)
Frequency of Interaction (Average Engagement Rate)
CREATION
Participation Rate (participation in community-led mechanics)
User-generated content (No. of pieces, engagement rate)
ENGAGEMENT MANAGEMENT
Brand: Comm. Member Response Ratio
Brand: Comm. Member Speed (real time relevance)
Breadth of influence
Your online influence is determined as much, if not more, by how others talk about the brand online. To drive share of voice, you must actively and consistently monitor and manage online conversations, pro-actively building relationships across the web.
Media Partners
Influencers
Communities
Fans
Sphere of Digital Influence: what does success look like?
BREADTH OF INFLUENCE – SAMPLE METRICS & KPIS
OBJECTIVE METRICS KPI (FROM-TO)
SHARE OF VOICE Level of Mentions
SENTIMENT Positive & Neutral Sentiment
ADVOCACY Fan Shares
Influencers Shares
No. & Reach of Fan & Influencer-created Content (blog posts, tweets, articles)
SEARCH Increase in positive search terms e.g. useful
RELATIONSHIP MANAGEMENT Pro-active Brand Participation in relevant third party conversations
No. of Actively Managed Influencer Relationships
what does success look like?
Other considerations for a strong foundation
A set of policies that reflect the brand’s vision in the social & compliance framework (if necessary)
Oftentimes, a number of people are required to work together to deliver and manage content - it’s critical that everyone understands their role
Ability to listen to conversations to generate insights that can feed into generation of relevant conversation themes
Identification and utilisation of relevant social tools to deliver efficiencies
Social Tools
Listening & Analysis Process
People Role Definition
Social Media Policies & Governance
what does success look like?
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Listening & analysis
• Facebook Insights • Falcon/Sprout Social • Google Analytics • Radian 6 • Topsy • YouTube Analytics
what does success look like?
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So once all
that’s done - it
results in a great
one of these…
THE CONTENT CALENDER
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Key things to take away…
• A content strategy is one element of your overall social strategy.
• You’ve now identified your business objective for social and your primary
content goal.
• You’ve thought about some personas for your brand and how to tap into
their digital behaviours.
• You’ve identified potential content themes for your brand.
• You’ve generated content ideas to move consumers along the customer
journey.
• We’ve discussion the importance of good content distribution.
• And now you’ve a better idea on what you should be measuring in social
media.
Q & A