break through the clutter: create a social content plan in four steps
DESCRIPTION
A recent study reported that every minute of the day over 200 million emails are sent, close to 700,000 pieces of content are shared on Facebook, and 100,000 tweets are, well, tweeted. Wow, people sure are busy creating social content! But, how much of that content gets viewed and truly processed? This data deluge compromises our ability to process even the most personal information. How can organizations break through the clutter, reach audiences, and deliver on brand promise? Through real-life examples from influential nonprofit organizations, we will outline the four steps necessary to create a social content plan that will reach and resonate with your audiences and achieve your goals.TRANSCRIPT
BREAK THROUGH THE CLUTTERCreate a Social Content Plan in Four StepsNovember 13, 2012
Call Info: U.S. & Canada: 866.740.1260Access Code: 8185541
August 29, 2012
Housekeeping Please submit your ques>ons via the chat. We will have about 15 minutes for Q&A at the end of the webinar.
We’ll send you a link to the archived webinar within a few days.
LAURA KISAILUS
Source: Domo.com
Cut through the noise
Be the creative packaging + the toy inside!
ModelsSkills
ProcessExamples
Creativity at 70 mphSocial media content is a lot like advertising
Today’s model
Modern communication model
•Who is most interested in your brand?
•Why do they care?
•What mo3vates them?
•What role does your brand play in their life?
•What pla8orms will you use to tell your story?
•What messages are most relevant?
•How can you adapt for modern media consump3on?
•What are you goals?
•What are your users goals?
4 steps to a social content plan
*Assumptions… You know your audiences
You know your brand personality
You know your goals
Today we will focus on owned and shared media
Steps at a glance1.Segment audiences and pla=orms
2.Iden?fy the context mix
3.Op?mize the content formaCng
4.Create content calendars
1. Segment audiences and platforms
How is social media content like taste buds?
I want to be educated I want to be shocked I need convincing I want to laugh I want to be inspired I am curious
Audience personas
Page post targeting
Don’t overwhelm yourself. Don’t underwhelm your community.
Develop a hub-and-spoke model
Platforms with purpose
2. Identify context mix
What kind of party are you hosting?
Content topics
Standard topics
Specialty topics
Campaigns and events
What are you pos-ng about?
Educa?onal
Entertaining
Engaging
Inspiring
Calls to ac?on
Randomness
Content typesHow are you pos-ng about it?
Social content matrixEduca-onal Engaging Inspira-onal Call to ac-on
Global Health Infographic documen-ng top malaria-‐ridden countries
The malaria vaccine will be ready soon! Sign up for more alerts!
Educa-on Reform
A blackboard with a child wri-ng: How will you improve my educa-on?
Obesity Preven-on
Specialty Contest: Download our 30-‐day nutri8on guide and pin pics of your favorite meal.
Showcasing states or coun-es that have reached a milestone with an image to support.
Types
Topics
3. Optimize content formatting
Quick bites of visual media
Quick bites of visual media
Partnerships
Partnerships
Brand your content
Calls to action
Calls to action
Curation
Curation
Inspirational and emotional
Personal
Fresh and dynamic content
Relevance
Social landing pages
Social landing pages
Social landing pages
Social web content
Firing on all pistons!
4. Create content calendars
Look through a telescope with one eye, and a microscope with the other.
Plan
Plan
Timeliness Consider your audience’s geographic distribu?on
Know that each pla=ormis unique
Heed best prac?ces
Measure and test, test and measure
Breathe!
Cut through the noise
Steps at a glance1.Segment audiences and pla=orms
2.Iden?fy the context mix
3.Op?mize the content formaCng
4.Create content calendars
