Plan Your Content Media Strategy Before Your Social Media Strategy

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1. Plan Your Content Strategy BEFORE your Social Media Strategy Ahava Leibtag, President Aha Media Group Social Media Strategies Summit April 29 2015 2. @ahavaL #SMSsummit @ahaval #SMSsummit 3. @ahaval #SMSsummit 4. @ahaval #SMSsummit 5. @ahaval #SMSsummit 6. @ahaval #SMSsummit 7. Who said? 8. Two roads diverged in a wood, and II took the one less traveled by, And that has made all the difference. 9. One small step for man, one giant leap for mankind. 10. Four score and seven years ago our fathers brought forth on this continent, a new nation, conceived in Liberty, and dedicated to the proposition that all men are created equal. 11. A long time ago, in a galaxy far far away 12. Great relationships begin with great conversations. 13. Great conversations begin with great content. 14. @ahaval #SMSsummit Relationships ConversationsContent 15. @ahaval #SMSsummit Great relationships Great conversations Great content 16. What is content? 17. @ahaval #SMSsummit 18. @ahaval #SMSsummit 19. Content Formats Written articles Podcasts Video Photographs Infographics Slide Shows Whitepapers Polls/Survey data @ahaval #SMSsummit 20. vs. (dont get confused) @ahaval #SMSsummit 21. Content Delivery Tools Websites Blogs Newsletters iTunes YouTube Facebook Twitter Slideshare @ahaval #SMSsummit 22. @ahaval #SMSsummit 23. @ahaval #SMSsummit 24. @ahaval #SMSsummit 25. @ahaval #SMSsummit 26. @ahaval #SMSsummit 27. @ahaval #SMSsummit 28. @ahaval #SMSsummit 29. @ahaval #SMSsummit About Distribution. 30. Defining Content Strategy 31. Content Strategy: Align with business objectives Support users in accomplishing tasks @ahaval #SMSsummit Business Goals User Tasks 32. @ahaval #SMSsummit 33. Content Strategy Has 3 Parts 1. External Messaging: Answer the 5 essential questions 2. Internal Workflow: How do we create a repeatable, sustainable content lifecycle? 3. Technological Delivery of Content: How do we control the display and delivery of content? @ahaval #SMSsummit 34. #1: Editorial/Brand All organizations need to know: 1. To whom are you talking? 2. Who are you? 3. What are you trying to say? 4. How do you say it? 5. Where and where do you say it? @ahaval #SMSsummit 35. #2: Workflow They also need to know: Internally who is responsible for all the different phases of a content strategy? Plan Create Publish Distribute Analyze Govern @ahaval #SMSsummit 36. #3: Technical Display/Delivery of Content XML DITA Metadata Structured content Adaptive content Content modeling @ahaval #SMSsummit 37. Answer what you want to say BEFORE you decide where to say it. @ahaval #SMSsummit 38. To whom are we speaking? @ahaval #SMSsummit 39. To whom are we speaking? Who is our customer? @ahaval #SMSsummit 40. Personas @ahaval #SMSsummit 41. Customer Journey Maps @ahaval #SMSsummit 42. @ahaval #SMSsummit 43. @ahaval #SMSsummit 44. @ahaval #SMSsummit 45. @ahaval #SMSsummit 46. Who are we? @ahaval #SMSsummit 47. Who are we? Who is our brand? @ahaval #SMSsummit 48. @ahaval #SMSsummit 49. @ahaval #SMSsummit 50. @ahaval #SMSsummit 51. @ahaval #SMSsummit 52. Who are we?: Identity Pillars Current Identity Pillars Future Identity Pillars @ahaval #SMSsummit 53. @ahaval #SMSsummit FOR EXAMPLE 54. Identity Pillars @ahaval #SMSsummit Current Identity Pillars Future Identity Pillars CHEAP 55. Identity Pillars Current Identity Pillars Future Identity Pillars CHEAP AFFORDABLE @ahaval #SMSsummit 56. What are we trying to say? @ahaval #SMSsummit 57. What are we trying to say? Messaging Architecture @ahaval #SMSsummit 58. Messaging Architecture @ahaval #SMSsummit Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP 59. Messaging Architecture @ahaval #SMSsummit Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP AFFORDABLE 60. Messaging Architecture @ahaval #SMSsummit Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP AFFORDABLE You can find the products you want, at the price you are looking for. 61. Messaging Architecture @ahaval #SMSsummit Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP AFFORDABLE You can find the products you want, at the price you are looking for. Our prices are consistently 20% lower than other retail chains Robust coupon program 62. How do we say it? @ahaval #SMSsummit 63. How do we say it? Voice and Tone @ahaval #SMSsummit 64. Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #SMSsummit 65. Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #SMSsummit 66. Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #SMSsummit 67. @ahaval #SMSsummit 68. @ahaval #SMSsummit 69. @ahaval #SMSsummit 70. @ahaval #SMSsummit 71. When and Where Do We Say It? @ahaval #SMSsummit 72. When and Where Do We Say It? Editorial Calendar @ahaval #SMSsummit 73. Editorial Calendar @ahaval #SMSsummit 74. @ahaval #SMSsummit 75. What makes great conversations? 76. Great Conversations 1. Listen first @ahaval #SMSsummit 77. @ahaval #SMSsummit 78. @ahaval #SMSsummit 79. @ahaval #SMSsummit 80. @ahaval #SMSsummit 81. Great Conversations 1. Listen first 2. Let the other person talk about themselves @ahaval #SMSsummit 82. @ahaval #SMSsummit 83. @ahaval #SMSsummit 84. @ahaval #SMSsummit 85. Great Conversations 1. Listen first 2. Let the other person talk about themselves 3. Emphasize similarities @ahaval #SMSsummit 86. @ahaval #SMSsummit 87. @ahaval #SMSsummit 88. @ahaval #SMSsummit 89. Building a Social Media Strategy 90. Key to Building Strong Social Media Communities @ahaval #SMSsummit Promote Listen Interact Share 91. Great Relationships Begin with Great Conversations Great Conversations 1. Listen first 2. Let the other person talk about themselves 3. Emphasize similarities Great Communities @ahaval #SMSsummit Promote Listen Interact Share 92. Measuring ROI @ahaval #SMSsummit Business Goals User Tasks 93. Measuring ROI Content Strategy 1. Can people find the information they need? 2. Can they make decisions based on that information? 3. Do they trust your brand? Social Media 1. Can people interact with your brand? 2. Can they make decisions based on that information? 3. Do they trust your brand? @ahaval #SMSsummit 94. Thank you! Ahava Leibtag Aha Media Group www.ahamediagroup.com ahavaL Linkedin Facebook