Spruce up Your Social with Content
description
Transcript of Spruce up Your Social with Content
![Page 1: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/1.jpg)
Creating and Using Great Social ContentSpruce up Your Social Webinar Series
![Page 2: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/2.jpg)
Today’s Presenters Jason Falls
CEO Social Media Explorer @JasonFalls
Ellen Westcott Social Business Strategist Spredfast @EllenBWestcott
Kristen Sussman President Social Distillery @KrisSuss
#SocialSpruce
![Page 3: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/3.jpg)
Best Practices in Creating and Utilizing Social Content
![Page 4: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/4.jpg)
What is content?
• Website• Blog• Tweets, Posts,
Blahs• Newsletters• Advertisements• Direct Mail• Annual Reports
• Consumer-Centric• Business-Aware
Content
#SocialSpruce
![Page 5: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/5.jpg)
Building a content blueprint
• Who are they?• What do they like?Audience• What can you provide?• What will engage your audience?Content• Where is your audience?• What qualities effect how you
communicate?Channel
• Are you trying to inform?• Are you trying to entertain?Purpose• What action do you want them to
take?Point#SocialSpruce
![Page 6: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/6.jpg)
The blueprint• You know their make upAudienc
e• You know what they would find
usefulContent• You know where they can be
foundChannel• You know generally your aim with
contentPurpose• You know your calls to actionPoint
#SocialSpruce
![Page 7: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/7.jpg)
Customer retentionCustomer(Audience)
Promote Events, Features
Attendance, Conversions
Product Feedback
Comments, Ideas, Insights
Customer Service/Engage
ment
Issues handled, ReTweets, Customers engaged
Blog
Use & Excuse(Upsell)
Posts, Comments, Click-Thrus,
Sales
Direct
Surprise & Delight
Track use of coupons/items
, Feedback
#SocialSpruce
![Page 8: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/8.jpg)
How do you measure?
#SocialSpruce
![Page 9: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/9.jpg)
How do you measure?
• Audience
• Purpose
• Call-To-Action
• Public
• Present Product or Service
• Buy/Download/Subscribe
Website#SocialSpruce
![Page 10: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/10.jpg)
How do you measure?
• Audience
• Purpose
• Call-To-Action
• Qualified Public
• Establish AuthorityOrganic PushRank Well in SERPs
• Subscribe/Join/Buy/Download/Share/Link
Blog#SocialSpruce
![Page 11: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/11.jpg)
How do you measure?• Audience
• Purpose
• Call-To-Action
• Purchase-Ready Qualified Leads
• Drive SalesDrive LeadsBuild Awareness*
• Buy/Call
Online Media/PPC Advertising#SocialSpruce
![Page 12: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/12.jpg)
How do you measure?• Audience
• Purpose
• Call-To-Action
• Interested Public
• Engage/HumanizeOrganic PushCustomer Retention
• Respond/CommentBuy/CallProvide FeedbackParticipate for Rewards
#SocialSpruceFacebook
![Page 13: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/13.jpg)
A resource …
www.socialmediaexplorer.com/content-measurement
#SocialSpruce
![Page 14: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/14.jpg)
The Key To It All!
• Set Goals
• Translate To CTAs
• Measure That
• Trend/Track other PIs
• But don’t get distracted
#SocialSpruce
![Page 15: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/15.jpg)
Identifying Content Trends and Measuring Performance
![Page 16: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/16.jpg)
“One day you’re in, and the next day you’re out.”
#SocialSpruce
![Page 17: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/17.jpg)
Brand story as the baseline
#SocialSpruce
![Page 18: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/18.jpg)
Owning your space
#SocialSpruce
![Page 19: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/19.jpg)
Mapping metrics to goals
1. Brand Awareness
2. Reputation Management
3. Improved Customer Service
4. Driving Sales & Leads
5. Building/Nurturing Advocacy
#SocialSpruce
![Page 20: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/20.jpg)
What content is working?
Likes
Comments
Shares
Clicks
Replies
Retweets
Mentions
Favorites
Clicks
Views
Comments
Favorites
Likes
Comments
Clicks
Views
Comments
Link love
Clicks
#SocialSpruce
![Page 21: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/21.jpg)
Different types of content
#SocialSpruce
![Page 22: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/22.jpg)
Different types of rich media
#SocialSpruce
![Page 23: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/23.jpg)
Owned vs. third-party
#SocialSpruce
![Page 24: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/24.jpg)
An optimized content calendar
#SocialSpruce
![Page 25: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/25.jpg)
“There’s no amount of technology that can
make bad content good, but technology can make good content
great.”
- Kristin Frank, SVP Digital at MTV and VH1
#SocialSpruce
![Page 26: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/26.jpg)
Insights from the field
![Page 27: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/27.jpg)
…Insights from the field: 6 Requirements for achieving Social Success
1. Reach & Relevancy2. Creative Story-telling3. Tactical Implementation
4. Embrace Change5. Create a Plan6. Learned Insights
#SocialSpruce
![Page 28: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/28.jpg)
#1 Reach & Relevancy• Create content that
resonates with your community
• Know your community & who/what is relevant to them
• Use proactive & reactive engagement to increase reach
#SocialSpruce
![Page 29: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/29.jpg)
#2 Creative Story-telling• Use creativity to
tell your company or product story
• Maximize your marketing impact through various online touch points
• Enable extended impact by repurposing useful content collected during the campaign
#SocialSpruce
![Page 30: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/30.jpg)
#3 Tactical Implementation
• Once you’ve created great content, share & repurpose it in as many relevant locations as possible
• Keep social channels consistent with companywide communications & overall business objectives#SocialSpruce
![Page 31: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/31.jpg)
#4 Embrace Change
Pinterest is now the 3RD MOST POPULAR
social network In the U.S. behind
Facebook and Twitter.
Pinterest drivesMORE REFERRAL
TRAFFICthan Google+, LinkedIn and
YouTube combined.
#SocialSpruce
![Page 32: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/32.jpg)
#5 Create A Plan
• An editorial calendar ensures appropriate publishing cadence
• A shared calendar enables consistent messaging, with more impactful promotions
#SocialSpruce
![Page 33: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/33.jpg)
#6 Learned Insights
• Use collected data to enable new insights• Turn insights into shareable content
#SocialSpruce
![Page 35: Spruce up Your Social with Content](https://reader034.fdocuments.in/reader034/viewer/2022052315/55528216b4c905115b8b4e92/html5/thumbnails/35.jpg)
Contact us
@SpredfastSlides from today’s presentation can be found at www.slideshare.net/spredfast
Thanks for joining us!