Presentation at ASBPE on 7/25/2014 on Social Media Plan with Editorial Calendar Example.

1. Social Media Alchemy !
a plan to turn content into social gold!
Andy Swindler
5/25/14
Andy Swindler!
President, Astek
President
John Armstrong!
Account Director, Astek

2. Purpose of Social Media
! Relevant
! Educational
! Compelling
! Entertaining
To be…
for the reader.
HOW

3. Purpose of Social Media
! Reach
! Engage
! Nurture
! Activate
To…
customers for the business.
WHY

4. A Social Media Program
! What are the problems your customers are trying to
solve?
! What does your customer need most?
! Where in the lead funnel are they?
! What technologies are they using to find you?
! How are people using your content?
! What are the demographics?
Build your customer personas…
WHO

5. A Social Media Program
! Where is your audience?
! Which personas are on that channel?
! What do they need/want?
! Does this channel…
Build your channel strategy
! Reach?
! Engage?
! Nurture?
! Activate?
WHERE

6. A Social Media Program
! Create consistency
! Organize resources
! Have a high view of key topics
! Help generate ideas
! Visualize your marketing strategy
! Act as a communication tool for team members
! Be a tool to make strategy changes easier
Now create a plan that will…

7. Editorial Calendar!
It’s the lynchpin to your entire content strategy… a plan for
resources, curation, creation, collaboration and promotion.

8. Editorial Calendar!
! Quarterly goals
! Selling cycles
! Seasons
! Holidays
! Events
! Product Launches
! Deadlines
! Company goals and
benchmarks
! Metrics / KPIs
Annual View:

9. Editorial Calendar!
! Titles / Descriptions
! Content Type (case
studies, white paper)
! Producer / Author
! Editor
! Distribution Channel
(social, email, ads)
! Promotion Campaign
! Metrics
! Keywords
! Images
Monthly View:

10. From Calendar to Creation
Make free content with social media top of mind
! Imagery, infographics (visual platforms)
! Short form articles (blogs)
! Long form (lead capture)
! Segmented long form (blog series, e-book)
! Interviews, guest authors (all)
! Presentations (Slideshare)
! Podcast, video, animation (all)
! Carrots (lead gen platforms)
Think about content as a process (tweets, photos, videos, articles,
infographics, interviews, etc), not just the final product.

11. SIX Social Platforms"
SIX Takeaways

12. LinkedIn
Create a group for your niche content!

13. Twitter
It’s hard. Climb at your own risk,
but the views are great.
Be purposeful, be patient and use Twitter “lists.”

14. Facebook
Have a strategy: Contests, creative
campaigns or Pay 2 Play…
An average of 6% of posts are seen by fans.

15. Google+
Beautiful platform, powerful “Communities”

16. SlideShare
Repurpose content and get found.

17. DIY Social Platform
Build your own social platform on a website.
(e.g. pushupsocial.com)

18. Thank You!