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Social Media Content Strateg- Dan Berlin - UPA International 2012
Social Media Content StrategyDan Berlin – Experience Research Directordberlin@madpow.net@banderlin@madpow
The Right Message in the Right Place at the Right Timeê Social Media is a shiny new tool to get content out there • But you can’t just throw content to the wall and hope it sticksê There is no longer such a thing as a destination website • Google leads to inner pagesê Instead of simply putting content out there, we must properly plan and unleash it
Research to understand your customersê Understand potential customers’ goals, wants, and needs • Align these with your business goals and the available technology User Business Research Goals Social Media Platforms
Messaging WorkshopArmed with user data, have a messaging workshop to determine your: Voice and Goals! Audience Timing Keywords Message! Tone And to get stakeholder buy-in
Marketing is Your Friend Source: http://www.flickr.com/photos/ganesha_isis
Where will your content live? On-site • Make things sharable Off-site • Drive traffic • Conversion • Raise awareness • Drive traffic • Conversion
SEO and Content Strategy Go Hand-in-Handê You can’t have a good content strategy without considering Search Engine Optimization (SEO) • Your content is useless unless it’s findableê Keywords, keywords, keywords • Categorize your content • Engage in relevant topicsê Optimize content for your customers and SEO will follow
Getting the Message Right I have some bad news for you: No one wants to hear about your product! They want to be: Educated Entertained
Message Hierarchy Primary MessageSupports all business objectives and speaks to all audiences Secondary Tertiary Calls to Action Supports main The details – What do youmessage; speaks evidence for the want them to do? to varied 1o and 2o audiences messages
Business Process Considerations Internal buy-in Workflow Governance
Content Calendars Are Also Your Friend Source: http://www.flickr.com/photos/kimberlyeternal/
Be a Trusted Resource What is going to thrill users? Where are they in the lifecycle? What message satisfies the business and customer?
Don’t Just Cultivate! Collaborate! You don’t have to create all of the content yourself Point customers to other relevant content of interest (Mashable, Reddit, etc.) Find content that your audience will think is valuable
Flexibility Based on Dataê Measurement tools allow the quick collection of dataê You will quickly know: • How the audience has reacted to your content • If the audience is following the calls to actionê Have to be nimble and react to the flow of social media • Solid workflows and governance aid nimbleness
Thank You!ê Start with user researchê Understand your goals and the landscape Dan Berlin email@example.comê Establish workflow and governance @banderlin @madpowê Cultivate your contentê Interact and engageê Be a trusted resource