wk 04. content + engagement

WK 04. CONTENT + ENGAGEMENT

EMERGING + SOCIAL MEDIA, #ADPR4300

MARQUETTE UNIVERSITY

Reviewing Assignment

#ADPR4300 Leaderboard

Content Strategy

Break

Engagement Strategy

Case Studies

Assignment

Q+A

TODAY’S AGENDA

SEPTEMBER 23, 2015

01

02

03

04

05

06

07

08

2Emerging + Social Media: Content + Engagement

REVIEWING LAST WEEK

THOUGHTS ON YOUR ASSIGNMENTS


#ADPR4300 LEADERBOARD

WHO IS #WINNING ON TWITTER



#ADPR4300 Usage

👍 👎


VOICE & TONE

THE IMPORTANCE & THE DIFFERENCE

7Emerging + Social Media: Welcome to #ADPR4300

Q: How many million pieces of content are shared every day?

Q: How many million pieces of content are shared every day?

A: 27 million

Anything that conveys meaningful information to humans is called “content.”And CONTENT is KING.


Content StrategyIDENTIFYING VOICE AND TONE

VOICE

Your brand’s personality.

honest // inspiring // sexy // savvy

TONE

A subset of your brand’s voice.

Based on factors / environment.

audience // situation // channel


Content StrategyIDENTIFYING VOICE AND TONE

VOICE

TONE


Content StrategyCONTENT ACROSS CHANNELS

Content Strategy Our objective and content strategy across all social media channels is the same, “Connect with her. Inspire her. Show her what we’re made of.”

All five of our social channels maintain a consistent tone of voice - always friendly, helpful, knowledgable, fashion-forward and caring. We’ve found that she responds best to content that is bite-sized, timely, insightful and witty. All content should add value to her day and cause her to look to us as a credible, relevant and affordable fashion destination, but even more important than that, our content should cause her to associate Bon-Ton Stores as her fashion destination.

Each social channel functions a little differently. Some channels emphasize images and aim to inspire customers, others focus on driving traffic and purchases. Because of this, we craft our content to leverage each channel’s qualities. That means, we might feature the same “Summer Sandal” trend on a variety of channels, but in a slightly different way.


Content StrategyQUESTIONS TO DETERMINE VOICE & TONE

WHAT’S YOUR BRANDS PERSONALITY? WHAT IS IT NOT?

• If your brand was a person, what would be their relationship to the consumer? (a coach, friend, teacher)

• What adjectives would you use to describe your brand’s personality?

• What other brands have a similar personality to yours?

• How do you want your customers to think about your company?

LET’S PLAY A GAME

SOCIAL MEDIA TRIVIA (TONED UP) - FOR CANDY



GAME RULESSOCIAL MEDIA TRIVIA

!

USE THE INTERNET: Do some research. Stalk the brand. Check out their content.

TWEET YOUR ANSWER: We’ll give you 2 minutes for each brand. Dennis & I will pick the winner.

WHAT’S ON THE LINE: Warm fuzzy feelings of accomplishment. And candy.

"

#

BRAND #1

Nike

BRAND #2

Disney

BRAND #3

Victoria’s Secret

CONTENT STRATEGY

THE NUTS & BOLTS

22Emerging + Social Media: Welcome to #ADPR4300


Content StrategyTELLING YOUR STORY

START WITH WHY

Most companies do their marketing

backwards. They start with their "what" and

then move to "how" they do it.

Most of these companies neglect to even

mention why they do what they do. More

alarmingly, many of them don't even know

why they do what they do!

• What - This is what the company does to

fulfill that core belief.

• How - This is how the business fulfills

that core belief.

• Why - This is the core belief of the

business. It's why the business exists.

WHY

HOW

WHAT


Content StrategyELEMENTS OF YOUR PLAN

$Content Audit + Inventory Inventory and audit existing content, networks, inbound links and social sharing.

Content Strategy Develop a comprehensive content strategy that aligns with clear needs, goals and objectives.

Content Analysis Traffic and content analysis to identify gaps and opportunities for engagement.

%

&Content Optimization Optimize content to for performance – to be indexed and shared in search and social channels. (SEO)

#

Content Creation Create and publish original and meaningful brand related content.

'

Syndication + Outreach Identify opportunities to syndicate content, and build relationships to co-create branded content.

(

“Content strategy plans for the creation, publication, and governance of useful, usable content.” – Kristina Halvorson

26


Content StrategyCONTENT CONSIDERATIONS


Content StrategyCONTENT PLANNING PROCESS - PART 2

Planning ReviewProduction

%

)

*

TOPIC COLLECTION

Ongoing collection of

potential content ideas.

EDITORIAL MEETING

Share, review, and approve

content direction.

CONTENT PLAN

Creation of road-map for

content creation.

⋆

,

,

'

-

ASSEST DEVELOPMENT

Creation of any additional

visual elements.

INTERNAL REVIEW

Internal review and approval

of content.

EXTERNAL REVIEW

External review with client

and any partners.

CONTENT REVISIONS

Incorporate any revisions to

content.

CONTENT APPROVAL

Final approval, including

legal, etc.

'CONTENT DEVELOPMENT

Editorial team begins to draft

initial content.


Content StrategyCONTENT PLANNING PROCESS - PART 2

Pre-Press ReportingPublication

.

/

0

OPTIMIZATION

Final content optimization

for search and social.

TRACKING + ANALYTICS

Add any appropriate tagging

for measurement.

SCHEDULING

Schedule content across

appropriate platforms.

1

2

3

4

DISTRIBUTION

Monitor for additional

distribution opportunities.

AMPLIFICATION

Monitor for additional

amplification opportunities.

CONTENT EVALUATION

Evaluate efficacy of content.

REPORTING

Monthly and quarterly

reporting.

5DAY OF MONITORING

Confirm publication and

manage conversation.


Content StrategyTYPE OF CONTENT

INSPIRE

ENRICH PROMOTE

INSPIRING

• This type of content should be fun,

entertaining, or aspirational – you want

to inspire people to do something more,

to take action.

ENRICHING

• This type of content goes deeper – you

want to inform, educate, and enrich their

lives.

PROMOTING

• This is you promoting your brand,

product or service.


Content StrategyTYPE OF CONTENT


Content StrategyCREATION OF CONTENT

CREATE

CURATE COLLAB

CREATE

• Plan for the creation of original content

that is published by your brand or its

thought-leaders.

CURATE

• Collection of content from valuable and

varied sources related to your brand,

product, service, or industry.

COLLABORATE

• Co-creation of content with partners,

influencers, and fans.



70/20/10CONTENT STRATEGY: 70% A majority of the content you develop should be low risk. This is the fundamental content and elements your audience needs.



70/20/10CONTENT STRATEGY: 20% Innovative and responsive content that is based on your 70%. It is deeper, often includes additional media, and more engaging.



70/20/10CONTENT STRATEGY: 10% This is where you experiment and try new things. The idea is that at some point in the future your 10% may become the new 70% if it works.

CONSUMERDECISIONJOURNEY

Initial Consideration Set

Post-Purchase Experience

Active Evaluation Stage

Moment of Purchase

Content StrategyLEVERAGE YOUR STRATEGY




Post-Purchase Experience Moment of Purchase

]





Moment of Purchase

]






]

Moment of Purchase


Content StrategyCONTENT ACROSS CHANNELS

CLASS ASSIGNMENT

WK 4: SEPTEMBER 23, 2015



Class AssignmentSEPTEMBER 23, 2015 // DUE: SUNDAY, SEPTEMBER 27 @ NOON


Class AssignmentSEPTEMBER 23, 2015 // DUE: SUNDAY, SEPTEMBER 27 @ NOON

ASSIGNMENT

Develop a Social Media Content Calendar for Zappos.

• In a blog post: • Perform a content audit + analysis.

• Questions to consider: What type of content does Zappos share? How often do they publish

content? Are they seeking engagement, driving traffic, providing information? • Define the tone of their content.. • Develop a week of content for one of the following social media channels: Facebook, Twitter,

Instagram or Snapchat. (Use Hootsuite or Hubspot’s Content Calendar Templates or create your

own). Embed this content calendar into your blog post. • Select three posts to mock-up by dropping into a Facebook post, Twitter post or Instagram post.

BLOGGING BASICS

• Blogging Basics: • Include 2 pieces of media in your blog post. • Share your blog post in a comment on the weekly thread in the Facebook group.

• Share your blog post on Twitter with #ADPR4300. (Tag @Zappos) • When you share your blog post, include a call-to-action / reason to click. • Comment at least 2x on other students blog posts. • Approve and respond to comments on your blog post.

http://blog.hootsuite.com/how-to-create-a-social-media-content-calendar/

http://blog.hubspot.com/blog/tabid/6307/bid/33415/The-Social-Media-Publishing-Schedule-Every-Marketer-Needs-Template.aspx

ASSIGNMENT WORKSHOP

LET’S WORK THROUGH YOUR ASSIGNMENT TOGETHER.
