Plan Your Content Media Strategy Before Your Social Media Strategy

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Plan Your Content Strategy BEFORE your Social Media StrategyAhava Leibtag, PresidentAha Media GroupSocial Media Strategies SummitApril 29 2015@ahavaL #SMSsummit@ahaval #SMSsummit2@ahaval #SMSsummit

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Who said?Two roads diverged in a wood, and II took the one less traveled by, And that has made all the difference.One small step for man, one giant leap for mankind.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.A long time ago, in a galaxy far far awayGreat relationships begin with great conversations.Great conversations begin with great content.@ahaval #SMSsummit@ahaval #SMSsummitWhat is content?

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Content FormatsWritten articlesPodcastsVideoPhotographsInfographicsSlide ShowsWhitepapersPolls/Survey data@ahaval #SMSsummit19vs.(dont get confused)@ahaval #SMSsummitContent Delivery ToolsWebsitesBlogsNewslettersiTunesYouTubeFacebookTwitterSlideshare@ahaval #SMSsummit21@ahaval #SMSsummit

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About Distribution.Defining Content StrategyContent Strategy:Align with business objectivesSupport users in accomplishing tasks@ahaval #SMSsummit@ahaval #SMSsummit

Content Strategy Has 3 PartsExternal Messaging: Answer the 5 essential questions

Internal Workflow: How do we create a repeatable, sustainable content lifecycle?

Technological Delivery of Content: How do we control the display and delivery of content?@ahaval #SMSsummit#1: Editorial/Brand

All organizations need to know:To whom are you talking? Who are you? What are you trying to say? How do you say it? Where and where do you say it?

@ahaval #SMSsummit#2: WorkflowThey also need to know:Internally who is responsible for all the different phases of a content strategy?PlanCreatePublishDistributeAnalyzeGovern

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#3: Technical Display/Delivery of ContentXMLDITAMetadataStructured contentAdaptive contentContent modeling@ahaval #SMSsummitAnswer what you want to say BEFORE you decide where to say it.@ahaval #SMSsummit37To whom are we speaking? @ahaval #SMSsummitTo whom are we speaking? Who is our customer?@ahaval #SMSsummitPersonas@ahaval #SMSsummit

Customer Journey Maps@ahaval #SMSsummit

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Who are we? @ahaval #SMSsummitWho are we? Who is our brand?@ahaval #SMSsummit

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51Who are we?: Identity PillarsCurrent Identity PillarsFuture Identity Pillars@ahaval #SMSsummit@ahaval #SMSsummit

FOR EXAMPLEIdentity Pillars@ahaval #SMSsummitCurrent Identity PillarsFuture Identity PillarsCHEAPIdentity PillarsCurrent Identity PillarsFuture Identity PillarsCHEAPAFFORDABLE@ahaval #SMSsummitWhat are we trying to say? @ahaval #SMSsummitWhat are we trying to say? Messaging Architecture@ahaval #SMSsummitMessaging Architecture@ahaval #SMSsummitCurrent Content PillarsFuture Content Pillars%Articulation Statement MessagingCHEAP Messaging Architecture@ahaval #SMSsummitCurrent Content PillarsFuture Content Pillars%Articulation Statement MessagingCHEAP AFFORDABLEMessaging Architecture@ahaval #SMSsummitCurrent Content PillarsFuture Content Pillars%Articulation Statement MessagingCHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.Messaging Architecture@ahaval #SMSsummitCurrent Content PillarsFuture Content Pillars%Articulation Statement MessagingCHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.Our prices are consistently 20% lower than other retail chainsRobust coupon programHow do we say it? @ahaval #SMSsummitHow do we say it? Voice and Tone@ahaval #SMSsummitVoice and ToneWe are:sophisticated innovative academicfriendly fun important smart differentfunny hipster sarcastic sympatheticempathetic awesome helpful convenient@ahaval #SMSsummitVoice and ToneWe are:sophisticated innovative academicfriendly fun important smart differentfunny hipster sarcastic sympatheticempathetic awesome helpful convenient@ahaval #SMSsummitVoice and ToneWe are:sophisticated innovative academicfriendly fun important smart differentfunny hipster sarcastic sympatheticempathetic awesome helpful convenient@ahaval #SMSsummit@ahaval #SMSsummit

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When and Where Do We Say It?

@ahaval #SMSsummitWhen and Where Do We Say It? Editorial Calendar

@ahaval #SMSsummitEditorial Calendar@ahaval #SMSsummit

@ahaval #SMSsummitWhat makes great conversations?Great ConversationsListen first

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Great ConversationsListen firstLet the other person talk about themselves

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Great ConversationsListen firstLet the other person talk about themselvesEmphasize similarities

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https://www.youtube.com/watch?v=DWc8dUl7Xfo&feature=youtu.be88Building a Social Media StrategyKey to Building Strong Social Media Communities@ahaval #SMSsummitGreat Relationships Begin with Great ConversationsGreat ConversationsListen firstLet the other person talk about themselvesEmphasize similarities

Great Communities@ahaval #SMSsummitMeasuring ROI@ahaval #SMSsummitMeasuring ROIContent StrategyCan people find the information they need?Can they make decisions based on that information?Do they trust your brand?Social MediaCan people interact with your brand?Can they make decisions based on that information?Do they trust your brand?@ahaval #SMSsummitThank you!Ahava LeibtagAha Media Groupwww.ahamediagroup.comahavaLLinkedinFacebook

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