The Good, The Bad and The Ugly Jill Saydam Engage 2015
-
Upload
jill-saydam -
Category
Social Media
-
view
232 -
download
0
Transcript of The Good, The Bad and The Ugly Jill Saydam Engage 2015
![Page 1: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/1.jpg)
BADUGLY
TH
E
TH
E
AND
TH
E
GOOD
How to identify and create content that works for your brand and audiences
Jill Saydam
![Page 2: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/2.jpg)
Questions to ask yourself
• What is content marketing?
• What does the role of content marketing play in business?
• How do you define good content for Social Channels?
• What are the metrics you need to establish for your brand to know if it is effective?
• How do you tailor content for each social channel to get the results you are looking for?
• How do you begin to evaluate your existing content and plan for future content creation?
![Page 3: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/3.jpg)
What is content marketing?
“A marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.“
The Content Marketing Institute
![Page 4: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/4.jpg)
What is the role of content marketing in business?• Often the role of content marketing (and the social media manager) is
a support role – on-demand needs to support sales
• But content marketing should be considered a strategic partner that can help gain important information, nimbly react to external events that impact the business and keep the brand top of mind – in the way it wants to be top of mind.
• Often the challenge is organizations are overwhelmed by knowing what content to create and how to organize resources around getting content.
![Page 5: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/5.jpg)
Ways to Divide Up Content – Regardless of Channel• How-To Content
• Shareable Visuals
• Clever Curation and Crowd-Sourcing
• Behind-the-Scenes Brilliance
• A+ Brand-Building
![Page 6: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/6.jpg)
This workshop will show you examples of:
Good Content - Content that is on brand, using social channels effectively and are most likely moving business objectives forward with social media
Bad Content – Effort is being made but in reality the effort is not moving anything forward significantly
Ugly Content – Content that is hurting the brand – not helping it
![Page 7: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/7.jpg)
Evaluation
Conversation Rate – The number of conversations per post. On Facebook, Instagram, Google+ and LinkedIn, it’s comments. On Twitter, it’s replies.
Amplification Rate – The number of re-shares, retweets or tags per post.
Applause Rate – Retweets, Likes, +1s, etc.
Economic Value – The sum of short-term revenue, long-term revenue, and cost savings
Avinash Kaushik’s four major social media metrics
![Page 8: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/8.jpg)
Report Card – How To Use It
• Evaluate your brands in social to see if you are being as effective as possible
• Evaluate other brands – steal from the best
• Pick and choose elements to focus on for the brand
• Use it to help you plan your content marketing strategy
![Page 9: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/9.jpg)
USEFUL EDUCATIONAL INSIGHTFULTARGETED INTEREST
HUMAN BEHAVIOUR EMOTIONAL
ANSWERS MAKES ME LOOK HOW I WANT TO
BE SEEN
CRED FACTOR
SELF EXPRESSION
PERSONALIZATION HUMOUR
WHAT’S IN IT FOR ME FACTOR
![Page 10: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/10.jpg)
CONTEXT – I AM AN ISLAND FACTOR
GEOGRAPHIC LOCATION RELEVANCE
TIMING CONTEXT
SYNCRONICITY
![Page 11: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/11.jpg)
CAMPFIRE FACTOR
IGNITES ATTRACTS FUEL
BONFIRE ADDING LOGS # STRATEGY
![Page 12: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/12.jpg)
WHOA FACTOR
AWARENESS FACTOR
ATTENTION GETTING
STANDOUT FACTOR
![Page 13: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/13.jpg)
BUY-IN FACTOR
PREACHING TO THE CONVERTED
SHARE FACTOR TIMING
![Page 14: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/14.jpg)
ACTION
TRAFFIC DRIVER LOYALTY TIME LIMITED
![Page 15: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/15.jpg)
QUALITY
FLOW BRAND VOICE BRAND TONE OPTIMIZED
CONTENT FIRST QUALITY/QUANTITY VARIETY LIFESTYLE CONTENT
EVERYGREEN IT ALL WORKS CREATIVE PARTNERSHIPS APPROPRIATE FOR CHANNEL
![Page 16: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/16.jpg)
DOWN TO BUSINESS
SALES LEAD BUILDS INTEL ON CUSTOMERS
1 BUSINESS GOAL
COST RESOURCES EFFICIENCY
![Page 17: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/17.jpg)
![Page 18: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/18.jpg)
![Page 19: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/19.jpg)
![Page 20: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/20.jpg)
![Page 21: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/21.jpg)
![Page 22: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/22.jpg)
![Page 23: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/23.jpg)
![Page 24: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/24.jpg)
![Page 25: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/25.jpg)
![Page 26: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/26.jpg)
The Bad Tips
• Is your content just a quick fix with no aim to build a community?
• Is your content bundled into only one channel or spread out across too many channels –find the right balance for your brand.
• Same/same – don’t churn out the same style of content all the time – lists or just images with the same old hashtag will eventually get tired – you are just preaching to the converted over and over again which won’t gain you new customers.
• Time – are you always posting at the exact same time – you should be experimenting with not only time of day but also day of week and month to see which content resonates at which time – and then keep playing with that.
• Don’t toss around your hashtags – be strategic in your hashtags – they should be as thought through as a headline or byline. Are they a trending hashtag? Are they localized with the region? Are they consistent with your brand? Hashtags are content.
• Quality – don’t skimp on quality – particularly in images.
![Page 27: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/27.jpg)
![Page 28: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/28.jpg)
Chipotle.com• Chipotle.com –key value “responsibly sourced food” “no GMO products” front
and centre.
• Useful – I can easily find what I might care about most – menu and location – and then they surround it with content that articulates their values.
• And if I care about responsible farming – there is good chance I care about my health – so they extend the content to nutrition – again – useful.
• But…They also don’t want to come across as too preachy and serious – so they figured out how to have fun by creating a music and food festival that is in the US. This creates a new treasure chest of content (bands, cooking demonstrations, selfies)
• But mobile site a bit clunky – not well optimized for Mobile
![Page 29: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/29.jpg)
![Page 30: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/30.jpg)
![Page 31: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/31.jpg)
![Page 32: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/32.jpg)
![Page 33: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/33.jpg)
![Page 34: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/34.jpg)
![Page 35: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/35.jpg)
https://vine.co/v/e7ZXY9Zhwa7
![Page 36: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/36.jpg)
![Page 37: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/37.jpg)
![Page 38: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/38.jpg)
![Page 39: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/39.jpg)
The Good Tips
• Know your audience
• Identify the “human interest” portion of your content.
• Is your content helping to build a community? Or is it a quick fix that has no hope of loyalty?
• If you build a community – are they are adding value? If so, then the entire value of that hub goes up.
• Quality over quantity – quality means it is enriching the user experience in some way.
• Teaches something new, informs you of something new or provides an opinion.
• Content first. Marketing second.
• Change up your content style so it doesn’t get stale.
• Create rock solid evergreen content that can be utilized over and over – it’s efficient but also makes the brand seem more grounded and less fly by night.
• Lifestyle content – don’t be afraid to go beyond your “product”. Use social to see what your followers are interested in – try to find lifestyle content that matches those interests as tied to your brand.
![Page 40: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/40.jpg)
![Page 41: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/41.jpg)
Pigalle Boston Restaurant
![Page 42: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/42.jpg)
Amy’s Baking Company Boutique & Bistro
![Page 43: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/43.jpg)
![Page 44: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/44.jpg)
![Page 45: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/45.jpg)
The Ugly Tips
• Don’t do it.
![Page 46: The Good, The Bad and The Ugly Jill Saydam Engage 2015](https://reader035.fdocuments.in/reader035/viewer/2022062420/55b6e2d0bb61eb75268b4805/html5/thumbnails/46.jpg)
Q & A
Jill SaydamBlog: http://notaboutaliens.blogspot.ae/
Portfolio: http://jillsaydam.format.com/
Twitter: @girlfrommars
Instagram: marsgirl66