Content strategy for social media #SMWcontent #SMWCPH
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Let’s Give Them Something to Talk About - Content Strategy for Social Media Social Media Week, Komfo 2015
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Transcript of Content strategy for social media #SMWcontent #SMWCPH
Let’s Give Them Something to
Talk About
- Content Strategy for Social Media
Social Media Week, Komfo 2015
Last year…
Process
After release
Learnings
• Give content away - more is more
• Be open about the process - all the way
• Face qritique openly
~ Danes on social mediaMonthly users. Source: DR Medieudviklingen 2014
3.500.00073%
890.00018%
Snapchat
770.00016%
570.00012%
1.140.00023%
Social media trends
Typical process
Selecting social networks Strategy for social media
Why content?The algorithmsAds and SEO
Great content lasts longer
The strategy gives a common focus and a point of direction. So when you’re lost in the social media jungle
you can go back to the strategy and say: Ok, this is the way we want to go.
Let’s give them something to talk about - content strategy for social media
Strategy
Model for…
Content Plan & Measure OrganisePurpose Relevance
CONTENT STRATEGY
PurposeSWOT Golden Circle
Sender-oriented
Network-oriented
Buy our product
Learn about our business
We talk about our passion
How can we help you with your passion?
How can we change the world
together?
Value Levels
Content Plan & Measure OrganisePurpose
Relevance
What you want to say What they want to hear
You Users
Relevance
Relevance
“We want to be sleeping experts”
They know their users well: DaneAge Association
Plan & Measure OrganisePurpose Relevance
Content
• Tells a story
• Is visual
• Is relevant, surprising, entertaining, emotional, important
• Helps people do something
• Has the right timing
The great content
#emotional #visual #storytelling
Content triangle
NEW EXISTING
OTHERS
Existing content
Where does content come from?
Calendar
Video
Photos Newsletter
Homepage
Magazine
Content of others
CONTENT CURATION
videos
blogs
articles
Content of others
Content of others: Social media takeover
• engagement
• authenticity
• expands network
Content triangle
NEW EXISTING
OTHERS
New content
New content
New content: Newsjacking
Humor
Content OrganisePurpose Relevance
Plan & Measure
Content plan
New destinations Special deals
Internal factors: External factors:
Celebratory days & holidays Events
Weather/seasons2015
FALLWINTER
SUMMERSPRING
Annual calendar
Measure
sales
visibility
customer satisfaction
bran
ding
Content Plan & MeasurePurpose Relevance
Organise
Content strategy
Internal communication
Content editor
Webmaster
Motivation?Leadership
HR employee
Internal experts
Who do you need to help you out?
Remember these people…
Next step…
goalsnetworkstime frame
Strategy
relevanceculture tone of voice
Content
central vs localskillsdistribution
Organisation
International social media strategy
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