Social Media and Content Strategy Presentation

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Strategy


Consulting Workshops Resources

linkedin.com/in/jgibbard

Jeff GibbardPresident & Chief Strategist at True Voice Media Adjunct Professor, Speaker, Blogger & Podcaster

@jgibbard

google.com/+JeffGibbard

[email protected]


ResourcesSlides, Links and Tools Mentioned

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truevoicemedia.com/notes


TRUE VOICE MEDIAThe Social Business Agency

!www.truevoicemedia.com

!215.948.2012

!@truevoicemedia


#tvmtalk

RULESInterrupt me Don’t fall asleep Tweet everything I say Tweet about how handsome I am Stay off Facebook Stay off email Call your mother (she worries)

Let’s Dive In


Why Do You Need A Strategy?


Building Strategy : A Step-by-Step Guide★Identify Business Problem

★Ask the right questions

★Do your research

★Set Objectives/Goals

★Put solutions on paper

★Implement & Adapt


Step 1Identify Business Problem


We Need To Build Awareness

About Who We Are


We Need More Leads


We Need To Close More Sales


Our Team Doesn’t Share Information


We Have Poor Customer Service


Step 2Ask The Right Questions


Who Are Our Best Customers?


Why Do People Buy From Us Instead Of A Competitor?


What Is The Most Valuable Thing We Can Offer Our

Customers?


Who Is Our Biggest Fan Inside The Company?


Who Is Our Biggest Fan Outside The Company?


What Is The One Thing That Slows Us Down The Most

Internally?


Realistically, How Much Time And Money Do We Have To

Devote To This?


Step 3Do Your Research


How Have Other Companies Solved

Similar Problems


Where Do Our Customers Spend Time Online?


How Do Our Customers Spend Their Time Online?


What Are Our Customers Saying About Us?


What Do Our Customers Say About Our Competition?


What Is The Competition Doing Online?


Step 4Set Objectives


Goals Should Be S.M.A.R.T


Increase The Number Of Leads Generated Per Week

By 50% Over 6 Months


Close 1 Additional Sale Per Week Over 3 Months


Increase The Average Customer Satisfaction

Survey Score From 5.8 To 7.8 Over 6 Months


Double Monthly Website Traffic

Over 1 Year


Step 5Put A Solution On Paper


Put It On Paper


1 2 3 4

Mission Objectives Strategy Tactics

The Anatomy Of A Strategy

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012Break Time!


Content Strategy

Annuity Principle

The Content Marketing


Unlike Other Marketing

is an investment

Content Marketing


Let’s Review


What have you shared online, lately?


What makes something

Buzzworthy?


Buzzworthy content is...★Helpful

★Interesting

★Educational

★Inspiring

★Funny

★Controversial


You don’t have to “go viral” to be

Buzzworthy


It “just” needs to be:

in the right place, at the right time, with the appropriate content, for the target audience.


Current Audience

Potential Audiences

Hey, look at this.


How to make a

Buzzworthy Content Strategy


Step 1Understand Your Audience

Listening


Are you listening?★Who is my target audience?

★What is my audience talking about & sharing?

★When is my audience online?

★Where is my audience online?

★How does my audience behave online?

j.mp/SMPListenNEED HELP?


Who is my target audience?★35 year old single moms in the suburbs?

★18-22 year old college males?

★50-55 year old CEOs?

★65+ retired and on a budget?

j.mp/GetAudienceNEED HELP?


What are they sharing?★Status Updates about brands?

★Funny Videos?

★Informational Links?

★Blog Posts about technology?

★Funny Cat Pictures?


When are they online?★Early morning?

★Right after lunch

★Happy Hour

★2 a.m.


Where are they?

j.mp/smchooserNEED HELP?

★Facebook

★Twitter

★Google+

★Linkedin

★YouTube

★Instagram

★...


How do they behave?★Writing blogs & posting videos?

★Commenting on content?

★Collecting links & pictures?

★Quietly consuming content?


Remember when I said: It “just” needs to be:

in the right place, at the right time, with the appropriate content, for the target audience.


If you are listening you know...★what they like,

★where they are,

★when they are there,

★who they are and

★how they behave.


Step 2Deliver Relevant & Valuable Content For Your Audience

Content


Building your content strategy★Know your goals

★Identify audience

★Identify topics

★Choose destinations

★Build an editorial calendar

★Assign content responsibilities


How To Build An Editorial Calendar

COMING SOONto a workshop near YOU!

Creation Curation

Content Marketing


Example #1★35 year old, single mom from Wilmington, DE

★Shares recipes and craft ideas for kids

★On periodically throughout the day, with higher volume of posts at primetime (8pm - 10pm)

★Spends time on Facebook and Pinterest

★Engages in conversations with other moms


Example #2★52 year old, male CEO, wealth advisory firm

★Retweets articles about Entrepreneurship

★Shares some videos about cycling

★Sends all posts between 6am-8am

★Primarily uses Linkedin, but also Twitter

★Broadcaster, doesn’t interact much.


Example #3★19 year old, male, freshman at a local college.

★Posts about being a math major, being a broke college kid, and talks to girls.

★Posts all day long, sometimes into the night.

★Uses Facebook and Instagram.

★Comments on friends posts and re-shares other people’s posts.


Step 3Deliver Relevant & Valuable Content For Your Audience

Measurement


Measurement 101★Know your goals

★Identify your metrics

★Pick your tools

★Set a timeframe


Did It Work? Did You Get A Buzz?


Buzz is about

Sharing and Reach


“Buzz” metrics to watch:★Shares: Likes, Retweets, +1

★Comments

★Blog Mentions

★How many people saw it?


Some handy-dandy tools:★Google Analytics

★Hootsuite

★Facebook Insights

★Twitter Analytics

★Google+ Ripples

★Like Explorer

★Tweetreach


Summary

!

Q & A

TRUE VOICE MEDIAThe Social Business Agency

!www.truevoicemedia.com

!215.948.2012

!@truevoicemedia


Jeff GibbardPresident & Chief Strategist at True Voice Media

Adjunct Professor, Speaker, Blogger & Podcaster

TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

THANK YOU!

Go here, to find me everywhere: jgibbard.com

jgibbard.com/eval

http://www.truevoicemedia.com

http://jgibbard.com/eval

Social Media and Content Strategy Presentation

Business

Transcript of Social Media and Content Strategy Presentation