social media content generation
TRANSCRIPT
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SOCIAL MEDIA CONTENT GENERATIONTAYLOR HULYK, @TAYLORHULYK
SOCIAL MEDIA DIRECTOR, RE:GROUP
NOVEMBER 16, 2012
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
RE:GROUP: WHO WE ARE
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
DON’T LISTEN TO THESE PEOPLE
Dear All,
Please read this in its
entirety:
http://theoatmeal.com/
comics/making_things
You’re welcome,
Taylor
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012 4
3 WAYS TO WRITE
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
THE “I’VE GOTTA DO SOMETHING!!!!”
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I’m wet! Therefore, uncomfortable, and more likely to
do crazy things!
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
THE STIFF CALCULATION
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I’m a frickin’ cat. And I will get you, mouse. Believe it.
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
THE CHILL
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I’m so great at being a cat.
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
WHICH ONE WOULD YOU GO WITH?
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1 2 3
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
THE WAY OF “THE CHILL”
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
FOR EXAMPLE...DON’T DO THIS
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
BE YOURSELF, BUT BE SMART ABOUT IT
Ask yourself these questions:• Who is my audience?
• Where do they hang out?
• What are the norms of the medium?
• What do I want to accomplish there?
• What is my tone?
• What is my message?
• How will I measure that?
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
CASE STUDY: GOLDFISH SWIM SCHOOL
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You might think we’re talking to them...
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
CASE STUDY: GOLDFISH SWIM SCHOOL
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But we’re really talking to them.
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
CREATE CONTENT CATEGORIES
P a r e n t a l E d u c a t i o n
A d m i n i s t r a t i v e U p d a t e s
S t a f f
S t u d e n t s
E x p e r i e n c e
F r a n c h i s i n g U p d a t e s
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
CREATE A CONTENT CALENDAR
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Date Topic VerbatimContent Category
Link Multimedia Performance
Friday, 10/5/12
The Student Experience
We know you feel great knowing that your kids are getting the instruction and experience they need to feel comfortable in the water, but how do THEY feel? We asked Goldfish Swim School - Ann Arbor sisters Carmen and Kennedy and this is what they had to say: We love swimming! I’m Carmen and my favorite part is monkey, tree, banana. I’m Kennedy and my favorite part is diving for rings! We love our teachers because they are so silly!
Students None Photo of Carmen and Kennedy
• 11 likes• No comments• No shares• 48 engagements• 9 people talking
about this
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
MEASURE REGULARLY
Like Count • Post Likes • Comments • Shares • Number of Posts • Proactive
Customer Interaction • Most Popular Content Category • Facebook Website Referrals
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
WHEN WRITING...
You naturally write for search, so don’t try too hard. But there are some
things to take note of before you write!
• What keywords are your competitors winning?
• Which keywords are you winning?
• Which keywords are people using to find your site?
• Which do you want to win?
• How many searches are being done for your desired keyword?
• How likely is it that you can organically win the keyword?
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
REMEMBER, BE YOURSELF...FOR YOUR AUDIENCE.
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Now get to content generating!
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
THANK YOU!
Questions?
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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012 re:group, inc | www.regroup.us | ©2012
PHOTO CREDIT
• Slide 3 (Three Peppers): http://www.flickr.com/photos/sheepies/2907192949/
• Slide 4 (Wet Cat): http://www.flickr.com/photos/macwagen/225493960/
• Slide 5 (Hunter Cat): http://www.flickr.com/photos/netzanette/6100501480/in/photostream/
• Slide 6 (Chill Cat): http://www.flickr.com/photos/girius/5938542750/
• Slide 8 (Dave Matthews): http://www.flickr.com/photos/75858419@N04/6814492490/
• Slide 17 (Paw Print): http://www.flickr.com/photos/auntikhaki/130332937/
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