Content Strategy

What the what?

Mandy StahlCommunity Manager

@MandyStahl

What?

http://www.slideshare.net/KMcGrane/content-strategy-content-is-king

Why content strategy?

• How are you talking to your community/potential attendees?

• Give them information they want/need to keep them engaged with you

• Stop just asking them to buy from you

• Make use of all of your resources• Unique experiences in each platform

Questions to ask yourself:

http://www.slideshare.net/KMcGrane/content-strategy-content-is-king

Where does content come from?

Where does content come from?

Where does content come from?

Editorial Dept• Magazine + Onsite News

Marketing Dept• Printed pieces + Website

languageLearning Dept• Session tracks and general

session speakersExpo Dept• Logistics + special event

informationPublic Relations Dept• What’s in the news about

conference/industryMember services Dept• Volunteer activity

Foundation/Policy Depts• Fundraising Events

Rule #1 Lesson for Working world

Rule #1

People are inherently lazy.

Rule #1

People are inherently lazy.

Yes, you too.

Me too.

Facebook

Facebook

What?

Facebook

Facebook

Facebook

• Write 2-3 sentences at most• Videos and pictures are essential• Links with thumbnail pictures• Ask open ended questions• Pull relevant news articles

Facebook Questions

• What was your favorite part of last year’s conference?

• What are you most looking forward to?• How will you be traveling to the conference?• What is your favorite takeaway from today’s

general session?• What was your favorite “What ___ say meme?”• What is your favorite conference food?• Have you been to ____ city before? Have any

suggestions for other attendees?

Great Facebook Resources

• Allfacebook.com

Twitter

• 140 Characters max (duh)• Leave room for RT characters so max at 120• Shorten your links• Use consistent abbreviations– Association International Conference– Assoc. Intl Conference– Assoc Int’l Conf

• Always include conference hashtag• Use industry recognized hashtags • Ask questions

Website

• Updated content keeps homepage from looking stale

• Gives reason to visit site again

• Chance to highlight other portions of event

YouTube

• Can cross-promote on Facebook• Ask speakers to do own promotional

videos for their sessions• Quality

Okay, now what?

Set expectations

• Facebook – 1-2 posts per week – 2-3 posts per week for last 2 months

• Tweets– 1-2 per week 6 months out– 3-4 for last 2 months

• Website What’s New– 1 per week for last 2 months

Content List

• Brainstorming with all teams• Shared content list• Talk through each platform for each

week• Shared calendar with colors by post

type• Work through writing for each

platform with marketing manager

• Keep content team motivated • Share stats on previous weeks’ posts• Show them when their ideas work• Share updated list per week

Engage Volunteers

• Detailed list of suggestions for interaction for both speakers and volunteer groups

• Post on Twitter once per week using the hashtag #ASAE12

• Like the ASAE Annual Page: www.facebook.com/asaeannual– “I’m looking forward to #ASAE12 because I will

get to see @MandyStahl!”– “When you are making your schedule for

#ASAE12 make sure to put my session on XX at XX. It will change your life!”

Define Success

• Facebook–# of likes or # of interactions

• Twitter–# of tweets using hashtag

• Private network–# of people–# of member lead conversations

After conference

• Plan for wrap-up content• Emails• Tweets review• Continue to encourage attendees to

share on FB• Okay if not going 100% all year

End

• Take a nap. You deserve it.

Thank you!

• Tweet me with any questions: @MandyStahl

• Can also be reached on any of my social channels at www.mandystahl.com