Tools to Drive Your Social Media Editorial Calendar by Designated Editor
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Suzanne McDonald, Content & Social Strategist at Designated Editor, presented "Tools to Drive Your Social Media Editorial Calendar With Efficiency & Efficacy" at the Yankee International Association of Business Communicators meeting in Greater Boston.
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Tools to Drive Your Social Media Editorial Calendar by Designated Editor
- 1. Designated Editor Speaking Series Social Media Editorial Calendar Tools for efficiency & efficacy Yankee IABC Experts Series Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor
- 2. suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
- 3. Paid media vs. owned media www.emarketer.com/Article.aspx?R=1008948 @Sue_DesigEditor www.designatededitor.com 3
- 5. Challenges we’ll address o What should an editorial calendar look like? o How to discover influencers? o How to be as efficient as possible? o How to measure and boost ROI? o How to integrate across platforms? @Sue_DesigEditor www.designatededitor.com 5
- 6. 4 elements of social media planning Stage 1 Your audience & keywords Stage 2 Find & leverage the right tools Stage 3 Integrate social media channels Stage 4 Social media optimization & metrics @Sue_DesigEditor www.designatededitor.com 6
- 7. All-in-one platform tools @Sue_DesigEditor www.designatededitor.com 7
- 8. Stage 1Audience & influencers o Who might be your best advocates? o What are their defining characteristics? o What are they looking for? o Are you using the right vocabulary? @Sue_DesigEditor www.designatededitor.com 8
- 9. WordPress is free & versatile @Sue_DesigEditor www.designatededitor.com 9
- 10. Keywords: Your prospects’ vocabulary @Sue_DesigEditor www.designatededitor.com 10
- 11. Keywords: Your prospects’ vocabulary @Sue_DesigEditor www.designatededitor.com 11
- 12. Keywords: Include in Titles and Descriptions @Sue_DesigEditor www.designatededitor.com 12
- 13. Influencer-finder tools who is your audience? @Sue_DesigEditor www.designatededitor.com 13
- 14. who is your audience? @Sue_DesigEditor www.designatededitor.com 14
- 15. Earned media placement tool @Sue_DesigEditor www.designatededitor.com 15
- 16. Other influencertools to consider @Sue_DesigEditor www.designatededitor.com 16
- 17. Stage 2 Use the right strategic tools o Editorial calendars o Blogs: Yours and others’ o Email newsletters o Search marketing best practices @Sue_DesigEditor www.designatededitor.com 17
- 18. Editorial calendars @Sue_DesigEditor www.designatededitor.com 18
- 19. Blogs cited as least expensive for B2C & B2B www.designatededitor.com 19
- 20. Tools to drive blogs & content @Sue_DesigEditor www.designatededitor.com 20
- 21. Multimedia blog @Sue_DesigEditor www.designatededitor.com 21
- 22. email http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php @Sue_DesigEditor www.designatededitor.com 22
- 23. @Sue_DesigEditor www.designatededitor.com 23
- 24. who is your audience? @Sue_DesigEditor www.designatededitor.com 24
- 25. Stage 3 Integrate social media channels o Claim social profiles o Determine most relevant social channels o Monitor, engage & integrate o Understand sentiment analysis o Weave your content across platforms @Sue_DesigEditor www.designatededitor.com 25
- 26. Integrate appropriate social media channels Bruno Maia, IconTexto http://www.icontexto.com www.designatededitor.com 26
- 27. Creating Facebook updates o Provide sneak-peeks & previews o Create conversations & contests o Conduct polls & ask questions o <250 characters = 60% more Likes o Photos & video = 2x engagement www.designatededitor.com 27
- 28. Targeting ads • Towns & cities • Interests & Likes • Education • Age • Gender • Marital status @Sue_DesigEditor www.designatededitor.com 28
- 29. tactics Discover major companies with Search Categorize prospects with Tags Participate inGroups specific to your industry Contribute your expertise withAnswers Find andConnectwith key influencers Host or attend anEvent and share it @Sue_DesigEditor www.designatededitor.com 29
- 30. Skills & Expertise page Auto- suggestions www.designatededitor.com 30
- 31. Lingering questions @Sue_DesigEditor www.designatededitor.com 31
- 32. www.emarketer.com/Article.aspx?R=1008929 @Sue_DesigEditor www.designatededitor.com 32
- 33. @Sue_DesigEditor www.designatededitor.com 33
- 34. www.designatededitor.com 34
- 35. Show your expertise visually or curate others’ @Sue_DesigEditor www.designatededitor.com 35
- 36. @Sue_DesigEditor www.designatededitor.com 36
- 37. QR codes: How to make ’em http://mashable.com/2011/07/23/creative-qr-codes/ 37 www.designatededitor.com
- 38. who is your audience? @Sue_DesigEditor www.designatededitor.com 38
- 39. who is your audience? @Sue_DesigEditor www.designatededitor.com 39
- 40. Stage 4 Social media optimization & metrics o Be more efficient o Be more effective o Optimize for performance o Calculate your ROI @Sue_DesigEditor www.designatededitor.com 40
- 41. @Sue_DesigEditor www.designatededitor.com 41
- 42. who is your audience? @Sue_DesigEditor www.designatededitor.com 42
- 43. Stage 4 How are we doing? @Sue_DesigEditor www.designatededitor.com 43
- 44. Facebook Insights Engagement &Relevance www.designatededitor.com 44
- 45. Google Analytics: soon + social @Sue_DesigEditor www.designatededitor.com 45
- 46. who is your audience? @Sue_DesigEditor www.designatededitor.com 46
- 47. Benefits of social media planning More efficient & effective Longer-lasting vs. paid media Now you’ll know what’s working Reduced customer service costs Understand & relate to clients Your clients see your team as experts Broader brand-building boosts awareness @Sue_DesigEditor www.designatededitor.com 47
Notas do Editor
- www.emarketer.com/Article.aspx?R=1008948
- Be sure to have a conversion, such as a newsletter signup
- Be sure to have a conversion, such as a newsletter signup
- Hashtagsas well
- Demonstrate thought-leadership, brand personality(example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
- Editorial calendar should include: Holidays,Conferences Important dates/events that you’d like to get a post out ahead ofEmbed YouTube,Record your presentations,Review the books you’re reading,Schedule aheadBe sure to appoint an Editor and content quality control, a function DE provides for some clients, along w Editorial Calendar developmenthttp://sncr.org/2010/02/19/journalists-use-of-social-media-is-surging-according-to-2nd-annual-middlebergsncr-survey-of-media-in-the-wired-world/80% of journalists believe bloggers have become “important opinion shapers.” Society for New Communication Research
- Various channels that get leads: 52% of marketing pros said leads via blog had lower cost of acquisition.
- Search marketing best practices: no duplicate content, enablesocial sharing with share buttons
- http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
- Demonstrate thought-leadership, brand personality(example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
- Your website and blogEmail newsletterSocial mediaBlogger relations & PRIn-person interactionsAdditional outreach platformsTying it all together
- Offer discounts & exclusives
- Set daily or lifetime budget Set your run scheduleChoose CPC or CPM Fewer clicks = CPCBid higher than suggested Track your performance
- Search and tagGroups – ConnectAnswersEvents
- 81% of respondents said they were more likely to trust a Fortune 1000 CEO if he was on Twitterwww.emarketer.com/Article.aspx?R=1008929
- Slideshare has 5x more business owner traffic than other platforms, Source: SlideShare, Comscore
- Demonstrate thought-leadership, brand personality(example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
- Challenge: It’s not working the way we’d thought! Takes too much time! People are complaining.Benefit: Cheaper than paid media & longer-lasting. Take time to focus on what works. Respond and treat complaints on social media as any good customer service pro would Solution: Analyze & adjust & respond (to complainers & yourself)
- What works & Your consumers vs. fans
- The more content you create, the feedback you get, the more data to crunch and better understand your audience.Initially, it’s like an echo chamber, but as the voices increase, a clearer picture emergesGoogle Analytics: Map overlay, keywords, where they’re coming from
- Be sure to have a conversion, such as a newsletter signup