Developing and Implementing A Content Strategy for Social Media_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

3

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…

4

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)

10

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

Facebook

And it will help to determine this…

Twitter

Site & Content Hub

Pinterest

Instagram

YouTube

what platforms you should be on.

Facebook

And it will help to determine this…

what platforms you should be on.

Twitter

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.

24

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.


INNOCENT Topical, fun, quirky and showing the passion of the

people behind the brand.


Then put specific content objectives in place.


34

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).


35

What’s your business objective for social and your primary content goal?

36

2. Understanding how to segment a target customer group.

37

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


Video of Mom’s actual day versus stated day.


Develop personas to give a true understanding of the people you are trying to connect with.


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.


42

Groups of 4: Pick one of your brands and develop 3 personas – specifically thinking about their digital behaviours.

43

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


It’s NOT about looking for some

“position” to differentiate from competitors, nor is it about “taglines” and “brand statements”.


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


HB ICE-CREAM


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


Product focused approach to

more of a lifestyle brand.


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

59

Do you have content themes? Are they broad enough? Can you begin to broaden the conversation?

60

4. Identifying the role of content in moving customers along the purchase path.

61

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.



Meal Size

Further connect, trigger advocacy, provide utility and education.



WHAT’S HOT AND WHAT’S NOT.


66

You then need to understand what stage in the customer journey your target market is in.


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


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:



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:



74

Groups of 4: Pick one of your brands and come up with 4 content ideas that cover each stage of the customer journey.


WITH THIS ON SCREEN: 10 MINS TO COME UP WITH 4 CONTENT IDEAS THAT COVER EACH STAGE OF THE CUSTOMER JOURNEY

76

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

80

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.


81

Distribution & propagation

Organic / Paid / Earned


FLORA


Testing your hydration levels

through a clever and

addictive Facebook game to

win a Samsung Galaxy Tab.

Deep RiverRock THE HYDRATION CHALLENGE


CONTENT


The content management process

Identify content

need

Identify relevant content format

Publish

Amplify across

channels

Engage with fans &

FOFs

Evaluate

Re-purpose


88

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?

89

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.

90

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


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


96

Listening & analysis

• Facebook Insights • Falcon/Sprout Social • Google Analytics • Radian 6 • Topsy • YouTube Analytics


97

So once all

that’s done - it

results in a great

one of these…

THE CONTENT CALENDER

99

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.

Developing and Implementing A Content Strategy for Social Media_2015

Food

Transcript of Developing and Implementing A Content Strategy for Social Media_2015