Tools to Drive Your Social Media Editorial Calendar by Designated Editor

Social Media

Editorial CalendarTools for efficiency & efficacy

Designated Editor Speaking Series

Suzanne McDonald | Content & Social Strategist

[email protected]

Yankee IABC Experts Series

@Sue_DesigEditor

mailto:[email protected]

www.designatededitor.com 2

6 years Page 1

Masters in Journalism & Mass Communications BA in Journalism

Social Media Strategies professor

suzanne’s experience


Paid media vs. owned media

www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor


Challenges we’ll address

@Sue_DesigEditor

o What should an editorial calendar look like?

o How to discover influencers?

o How to be as efficient as possible?

o How to measure and boost ROI?

o How to integrate across platforms?


4 elements of social media planning

@Sue_DesigEditor

Stage 1 Your audience & keywords

Stage 2 Find & leverage the right tools

Stage 3 Integrate social media channels

Stage 4 Social media optimization & metrics


All-in-one platform tools

@Sue_DesigEditor


Stage 1 Audience & influencers

@Sue_DesigEditor

o Who might be your best advocates? o What are their defining characteristics? o What are they looking for? o Are you using the right vocabulary?


WordPress is free & versatile

@Sue_DesigEditor


Keywords: Your prospects’ vocabulary

@Sue_DesigEditor

www.designatededitor.com 12@Sue_DesigEditor

Keywords: Include in Titles and Descriptions


who is your audience?

@Sue_DesigEditor

Influencer-finder tools



@Sue_DesigEditor


Earned media placement tool


Other influencer tools to consider

@Sue_DesigEditor


Stage 2 Use the right strategic tools

@Sue_DesigEditor

o Editorial calendars

o Blogs: Yours and others’

o Email newsletters

o Search marketing best practices


Editorial calendars

@Sue_DesigEditor


Blogs cited as least expensive for B2C & B2B


Tools to drive blogs & content


Multimedia blog

@Sue_DesigEditor


email

http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php

@Sue_DesigEditor



@Sue_DesigEditor


Stage 3 Integrate social media channels

@Sue_DesigEditor

o Claim social profiles

o Determine most relevant social channels

o Monitor, engage & integrate

o Understand sentiment analysis

o Weave your content across platforms


Bruno Maia, IconTextohttp://www.icontexto.com

Integrate appropriate social media channels

http://www.icontexto.com/


oProvide sneak-peeks & previews

oCreate conversations & contests

oConduct polls & ask questions

o<250 characters = 60% more Likes

oPhotos & video = 2x engagement

Creating Facebook updates


• Towns & cities

• Education

• Gender

• Marital status

• Interests & Likes

• Age

Targeting ads

@Sue_DesigEditor


tactics

Discover major companies with Search

Categorize prospects with Tags

Participate in Groups specific to your industry

Contribute your expertise with Answers

Find and Connect with key influencers

Host or attend an Event and share it

@Sue_DesigEditor


Skills & Expertise page

Auto-suggestions


Lingering questions

@Sue_DesigEditor


www.emarketer.com/Article.aspx?R=1008929

@Sue_DesigEditor


Show your expertise visually or curate others’

@Sue_DesigEditor


QR codes: How to make ’em

http://mashable.com/2011/07/23/creative-qr-codes/



@Sue_DesigEditor


Stage 4 Social media optimization & metrics

@Sue_DesigEditor

o Be more efficient

o Be more effective

o Optimize for performance

o Calculate your ROI



@Sue_DesigEditor


Stage 4 How are we doing?

@Sue_DesigEditor


Engagement & Relevance

Facebook Insights


Google Analytics: soon + social

@Sue_DesigEditor



@Sue_DesigEditor


More efficient & effective

Longer-lasting vs. paid media

Now you’ll know what’s working

Reduced customer service costs

Understand & relate to clients

Your clients see your team as experts

Broader brand-building boosts awareness

Benefits of social media planning

Tools to Drive Your Social Media Editorial Calendar by Designated Editor

Health & Medicine

Transcript of Tools to Drive Your Social Media Editorial Calendar by Designated Editor