3. Creating Killer Content
Today’s Agenda:
Introductions
Current Social Media Strategies of Attendees
Know Your Customer
Research
Strategy
Activation/Engagement
Measurement
12. Creating Killer Content
#1: Conduct a Media Consumption Study
Traditional Media
•TV, Newspaper, Magazines, Radio, internet sites
•Frequency of use (daily, monthly, etc.)
Social Media
•E-mail newsletters, Facebook, Twitter, YouTube, LinkedIn, smart phone applications
•Frequency of use, frequency in sharing/posting content (shared or original content)
Search Engine Usage
•How do they use search engines, which ones do they use,
Information on Your Industry/Company
•Intent to purchase, motivation to attend, competitive questions
Demographics
•Age, Sex, Race, Education, Zip Code/Community of Residence
Psychographics
•Based on your industry, i.e. smart phone ownership, top three hobbies
13. Creating Killer Content
Snapshot of a Media Consumption Study
What Teens and (Parents) Do On-Line
•Almost all surveyed students, use their phone to text and talk, while almost half are
using it to check for news and/or email.
•A study by Pew Internet says that 85% of U.S. Internet users, aged 17, “go online to
get information about a college, university or other school in which they are thinking
about attending.”
•Forty-five (45) percent of parents report going online to get information about a
college in which their child is investigating says Pew Internet.
14. Creating Killer Content
Snapshot of a Media Consumption Study
Internet Influence
•The College’s website is the most useful on-line tool according to surveyed students.
•The two most popular general college websites used among those surveyed are
Collegeboard.org (75%) and ACTstudent.org (62%)
•Ninety-two (92) percent of surveyed students use Google as their primary search
engine.
15. Creating Killer Content
#2: Conduct a Content Audit
Review the content you created over the last year using the worksheet
•Analyze Google or website analytics from 2011.
•How many blog posts did you write/share on your website?
•Did you write any case studies or white papers on your industry?
•How many e-mail blasts did you send to current clients and prospects?
•Did some content from your Facebook get shared or liked? If so, what was the content?
•Did you get re-tweeted? If so, what was the nature of the content?
16. Creating Killer Content
Email Analytics
•Check email analytics after sending the email with two days to determine prospects
•Clicks are the hot leads
•Scrub database with bounce backs
18. Creating Killer Content
#3: Create an Editorial Schedule
•Record your editorial plans on a Google calendar or spreadsheet
•Plan for six months to one year based on your research
•Theme your content based on the buying cycle and your customer’s needs
•The goal is to create a good mix of content types (blogs, photos, videos), topics to make sure
you are reaching all of your personas
•Tag your content with your SEO keywords on a consistent basis
•Always think like a reporter and encourage your colleagues to do so
•Repurpose content: i.e. use snippets from a white paper on Twitter
35. Creating Killer Content
Questions?
Jackie Reau
Game Day Communications
jreau@gamedaypr.com
Twitter: @gamedayjreau
Linkedin: @jackiereau
Facebook: @jackiereau
700 West Pete Rose Way
Cincinnati, Ohio 45203
(513) 929-4263
Notas do Editor
Who are your ideal customers and prospects? What are their biggest concerns and how can you create content to be a resource for them? Where are they consuming media and what content do they need? Not all consumers are the same. Think about them in personas as you create content: Mary the working mom of two or Bob the busy small business owner.
Using a tool such as Google docs, create an e-survey to understand media consumption habits among your current customers. Show Oxford PT as an example. https://docs.google.com/spreadsheet/gform?key=0Ag_MDItjKQ6KdEhDYmR5a1JoaG5pTlVXMVBmNHEteXc&hl=en_US&gridId=0#chart
Using a tool such as Google docs, create an e-survey to understand media consumption habits among your current customers. Show Oxford PT as an example. https://docs.google.com/spreadsheet/gform?key=0Ag_MDItjKQ6KdEhDYmR5a1JoaG5pTlVXMVBmNHEteXc&hl=en_US&gridId=0#chart
Using a tool such as Google docs, create an e-survey to understand media consumption habits among your current customers. Show Oxford PT as an example. https://docs.google.com/spreadsheet/gform?key=0Ag_MDItjKQ6KdEhDYmR5a1JoaG5pTlVXMVBmNHEteXc&hl=en_US&gridId=0#chart
Use an aggregator such as Flipboard to read news from various industries, share content based on your community’s interests.
Using a free tool like HootSuite, you can monitor social media conversation around brand names and/or topics.
Using a tool like Meltwater, you can monitor social media conversation around brand names and/or topics.
A team approach fosters content with fresh voices and content from various areas of the business.
Use special events, board meetings to capture video of your organization’s leadership. Bank it for later posts on social media.
With this note, we conducted a competitive analysis on how College Bowl Games used social media to engage fans. We produced a blog post and shared it on our Facebook fan page.
Use social media to follow people of common interests who are influencers. Develop relationships with these influencers through social media engagement.