How to Create a Social Media Plan Like a Pro - Jordan Scheltgen
Presentation: Can your consumer find you
1. CAN YOUR CONSUMERS FIND YOU?
Social | Search | Content
Dr. Mathew McDougall, Founder & CEO, Digital Jungle
WeChat: jarrahbear
www.digitaljungle.com.cn
15. BUILDING A CONTENT HUB
Create relevant, findable,
shareable content experiences
16. THE ‘RIGHT’ CONSUMER
The ideal person who would most likely given the right message purchase
or move towards purchase of a good and service offered by the Brand.
17. ARE YOU REACHING THE RIGHT CONSUMER?
PERSONA DEVELOPMENT
i.e., age, gender, social class, educational background, job, location
18. TARGET YOUR CONSUMERS
Customer Pain Points
• No time to clean
• Small child that is demanding
& makes mess
• Can not afford an cleaner (aiye)
• Husband works long hours
Dandan: Tech Savvy Mother
Buying Cycle
Keywords
Social Topics
Content Type
Awareness
Housekeeping tips
Time saving
housekeeping,
naptime cleaning
Blog post, articles in
relevant magazines/
BBS
Interest
Robot cleaners,
automatic cleaning
What types of
automated cleaners
are there?
Demo videos
Consideration
Robot cleaner
reviews
What are the best
robot cleaners?
Product features/
benefits list.
Competitor
comparison
Purchase
Robot, Samsung,
how to buy, Roomba
Where can I buy a
Roomba?
Store locator, Tmall
pages
Retention
Roomba cleaning
tips
How to get more
users from your
Roomba?
Blog posts, guest
posts, videos
Advocacy
Roomba fans,
Roomba
accessories
Roomba mothers,
Roomba user group,
Q&A, Tips
WeChat group,
Weibo page,
Roomba newsletter
19. BUILD A CONVERSATION
Low Engagement /
Quick Hit
Intermediate /
Building Engagement
High Engagement
• Social Posts
• Content snippets
– quotes, statistics
• Photos
• Content previews
• Free chapter
promotions
• Short videos
• Social discussions
• Fan-gating
• Interviews with
content author
Content “Snacks” Long-Form & Social Conversation
Low Engagement /
Quick Hit
Intermediate /
Building Engagement
High Engagement
20. Types of
Content
Videos WebCasts Decks Audio Podcasts
Whitepapers, Case Studies
Solution Overviews
Rank in
Vertical
Search
Engines
2
Posting to
Multiple
Content
Sharing
Sites
According
to Format
1
Web-
Casts
Video
Youku
Audio
PodNova
Rank in
Universal
Search
Engines
MaximizeExposuretoContent
3
TudouYouku
Bing
Video
Google
Video
Baidu Qihoo Bing
Weibo WeChat LinkedIn
Achieve Goals
Comprehensive Metadata Treatment & Format Optimization = Make it findable, sharable & beautiful
“Paid” Media Distribution & Activation = Spray fuel on the fire
Rudimentary “Earned” Activation Plan: Travelers, Aspiring Travelers', Influencer = Ignite passion
More Aggressive Influencer Outreach Program = Gas on the fire
Decks
SlideShare
.PDF/Text
Scribd
Content Audit
DRIVE ENGAGEMENT
21. PAID, EARNED, OWNED, SHARED
I’m a great lover
Owned Media Earned Media
Paid Media Shared Media
Trust me, he’s a great lover
I’m a great lover
I understand you are a great lover
I’m a great lover
I’m a great lover
26. THE ERA OF MINEABLE DATA
Social media technologies allow us to mine online content and
conversations to the extent we know audience perception, preference
social status and many more social triggers.
27. Social Media Network &
Content Analysis are
critical in a digital program
INSIGHT
29. SENTIMENT
MAP
Vertical : positive mention ratio
Horizontal : positive and negative mentions ratio
aka non-neutral mentions
Bubble size : number of mentions
An example of a comparison of
sentiment and volume.