O documento apresenta um plano para um workshop sobre conteúdo para mídias sociais. A agenda inclui discutir o que são redes, mídias e conteúdo, ferramentas para gestão de conteúdo em mídias sociais, estratégias de conteúdo e modelos de documentos. Também aborda briefing, produção de conteúdo e dicas de leitura.
2. Fábio Bito Teles
@bitoteles
Experiência:
A Tarde Online, Correio da Bahia, Lance!, UOL, iG,
Estadão, Abril, Talk Interactive, Agência Click
Isobar, FIEB e CasaDigital
F5Podcast:
Host do F5 Podcast, programa semanal (ou quase
isso!) que fala sobre o Mercado Digital, com foco
na Bahia – http://f5.blog.br
fabiobitoteles@gmail.com
http://www.bitoteles.com
2
4. Plano do dia
Parte 1
• O que são redes, mídias e conteúdo?
• Panorama das Mídias Sociais
• Ferramentas para gestão de conteúdo em Mídias Sociais
• Documentos e modelos para trabalho
• Estratégia de conteúdo: método, técnica e tática
Parte 2
• Briefing
• Reunião de pauta/brainstorming
• Produzir conteúdo
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28. >> PREPARAÇÃO
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Material Descrição
Script
- Perguntas e respostas sobre clientes.
- Atualização diária, a partir das interações.
- Checagem periódica, por responsáveis de diferentes
setores.
29. >> PREPARAÇÃO
Material Descrição
Regras de Diálogo
- Definições do tipo: Quando responder uma interação?
Quando retuitar uma mensagem?
- Exemplos de interações e publicações.
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30. >> PREPARAÇÃO
Material Descrição
Agenda de Stakeholders
- Contatos de e-mail, telefone, nome e cargo dos principais
interlocutores do cliente;
- Alinhamento para possíveis contatos diretos;
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31. >> PREPARAÇÃO
Material Descrição
Política de uso para
internautas
- Orientações sobre a proposta de cada ambiente online.
- Indicação dos comportamentos esperados dos usuários.
- Apresentação dos horários de atendimento.
Guia de orientações para
funcionários
- Diretrizes e recomendações para os funcionários nas
mídias sociais;
- Revisão constante;
- Palestra com casos ilustrativos de boas e más práticas.
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32. >> PREPARAÇÃO
Material Descrição
Plano para crises
-Levantamento com eventuais situações de crise.
- Apontamento de procedimentos contextuais.
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42. >> SMO: Otimização das mídias sociais
1- Crie conteúdo compartilhavel
2- Facilite o compartilhamento
3- Recompense pelo engajamento
4- Compartilhe seu conteúdo de forma
proativa
5- Encoraje integrações e interferências
http://www.rohitbhargava.com/2010/08/the-5-new-rules-of-social-media-optimization-smo.html
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Curso sábado, dia 22/11, das 9 às 18 horas, na sede do Grupo Rede+ na Avenida Euclydes da Cunha, 35 - Graça (ao lado da Lavanderia DryCleanUSA). Dúvida sobre como chegar? Confira o link no Google Maps: https://goo.gl/maps/hvJAu
Ao pesquisar por conteúdos de terceiros, cuidado com o agendamento.
Primeiro, para não ficar impessoal demais.
Segundo, para não perder momentos de oportunidade. Saiu uma notícia agora, e vc poderia ter sido um dos primeiros a encontrar e compartilhar, o que te dá alguma notoriedade.
Terceiro, para não haver choques. Certa vez, na PaperCliQ, tínhamos um tweet sobre, por exemplo, ‘especialistas dizem que empresas que não respeitam termos de uso entram num descrédito que vai muito além das mídias sociais’. Se algum concorrente ou, até mesmo, parceiro estiver com um problema desse, e a minha mensagem sair em um período próximo, pode ser interpretado como afronta.
Ou seja: agendar é ótimo, mas deve ser um processo constantemente revisitado.
Na PaperCliQ fazemos agendamentos diariamente, mas acompanhando todo o dia. Preferencialmente, agendamos notícias frias e primamos pela interação a partir das mais quentes (até porque há conversação nos ambientes digitais e, se eu soltar um tweet instigando a participação no sábado à noite, quando não estarei comectada, corro o risco de perder uma grande oportunidade de, a partir de minha presenã, formentar ainda mais um debate.
Como contar a história?
There is more content produced and shared on social media everyday than you can sink your teeth into. That means you need to find ways to create meaningful content that grabs attention.
Como contar a história?
There is more content produced and shared on social media everyday than you can sink your teeth into. That means you need to find ways to create meaningful content that grabs attention.
Como contar a história?
There is more content produced and shared on social media everyday than you can sink your teeth into. That means you need to find ways to create meaningful content that grabs attention.
Com a história definida, mãos à obra?
Não.
Consistent delivery of relevant content is difficult to execute without a plan
You don’t sit down to write and send email messages and new webpage content in real time to send to your entire customer base, so why would you do the same for all of your social content. Using a centralized editorial calendar, strategists should be planning out social content before it’s actually being published. It guarantees your social channels won’t go silent due to team members having a busy day in the office, and it helps multiple people have insight into what is being planned and published.
Start with a single question: “Why social media?” The answer will dictate everything you do in this first phase.
Todos esses pontos devem estar contemplados no planejamento.
O planejamento tb deve responder:
What is the theme or essence of your content?
Who will create it?
When and where will it be shared?
How often will you create content versus share third-party content?
How will you deliver content—as eBooks? Blogs? Video? All of the above?
Be honest—brutally honest—about what you’re willing and able to invest when creating and maintaining content, both from a budget and staffing perspective.
We’ve created a resource planning tool that calculates how much time is needed to create content. If planning content is new to you, here are the basics you must consider. Start by assigning someone to own the multi-channel calendar.
Then create a spreadsheet with a row for each content type and columns that include: planning time (with the necessary stakeholders), creation time (and associated cost), time for editing, review and approvals time, assuming both are needed. Once you assign a value to each of these, add up the time and cost for each row to give you an estimate.
Build Content Around the Brand/Product/Service, Not About It
content that is not product- or brand-centric.
Objetivos básicos do conteúdo, a fim de atrair interesse.
Podem existir em conjunto: não são excludentes
1. Educate
This type of content is often prefaced by a headline that starts with “How” . People’s thirst for knowing how to start a blog, market their business or solve a problem that is consuming their attention will always be content worth creating and sharing.
2. Inform
Keeping people up to date with the latest news was the domain of the newspaper, trade magazines or television. Today the blog or social network such as Twitter or Facebook is the source.
Remember with this type of content it will quickly become old news and only has a certain shelf life.
3. Entertain
Entertainment is quite often best done by video and you only have to view a Coca Cola ad or a funny video to appreciate the marketing power of entertainment . It doesn’t have to be a video and entertainment can also be a media type that informs and entertains.Infographics can also be included in this category. Humour is one of the vital components in this category.
4. Inspire
So educating, informing or entertaining when creating content is vital in your mix of content but one often overlooked goal is to provide “Inspiration“.
This can be a challenge but inspiring people to be better, to push their limits or to be successful should be woven into your content.
This content can be examples of other successful people that have overcome adversity people or creative examples that showcase others achievements.
5. Servir
By this I mean interactive services that use content as a central component of the customer experience.
If the Google Maps app on my iPhone tells me where the nearest sushi restaurant is, that’s a form of content as a service. I ask, it tells me, and I can ask again if I want something more. Maybe it’s more reviews, maybe it’s a map of the 10 closest sushi restaurants with their names, or maybe it’s directions from here to there.
the content you create for social media must waste no time getting to the point. Social media users don’t have the time or the attention span to listen to a long-winded version of your story. We suffer from the need to tell our audience everything, instead of what really matters. So find out what’s important to your audience and just say it. Avoid overwhelming them with too many condiments.
Build Content Around the Brand/Product/Service, Not About It
content that is not product- or brand-centric.
Objetivos básicos do conteúdo, a fim de atrair interesse.
Podem existir em conjunto: não são excludentes
1. Educate
This type of content is often prefaced by a headline that starts with “How” . People’s thirst for knowing how to start a blog, market their business or solve a problem that is consuming their attention will always be content worth creating and sharing.
2. Inform
Keeping people up to date with the latest news was the domain of the newspaper, trade magazines or television. Today the blog or social network such as Twitter or Facebook is the source.
Remember with this type of content it will quickly become old news and only has a certain shelf life.
3. Entertain
Entertainment is quite often best done by video and you only have to view a Coca Cola ad or a funny video to appreciate the marketing power of entertainment . It doesn’t have to be a video and entertainment can also be a media type that informs and entertains.Infographics can also be included in this category. Humour is one of the vital components in this category.
4. Inspire
So educating, informing or entertaining when creating content is vital in your mix of content but one often overlooked goal is to provide “Inspiration“.
This can be a challenge but inspiring people to be better, to push their limits or to be successful should be woven into your content.
This content can be examples of other successful people that have overcome adversity people or creative examples that showcase others achievements.
5. Servir
By this I mean interactive services that use content as a central component of the customer experience.
If the Google Maps app on my iPhone tells me where the nearest sushi restaurant is, that’s a form of content as a service. I ask, it tells me, and I can ask again if I want something more. Maybe it’s more reviews, maybe it’s a map of the 10 closest sushi restaurants with their names, or maybe it’s directions from here to there.
the content you create for social media must waste no time getting to the point. Social media users don’t have the time or the attention span to listen to a long-winded version of your story. We suffer from the need to tell our audience everything, instead of what really matters. So find out what’s important to your audience and just say it. Avoid overwhelming them with too many condiments.
Finding the best content mix is all about proportions. Although the foundation of your content marketing efforts may be based on educating your audience through informative articles, you may also want to entertain them through infographics and cartoons so that they have something fun to share. Remember, all content should fall within your area of expertise and reinforce your brand.
Once you’ve identified your ideal content mix, include it with your editorial calendar and present it in a way that’s easy to communicate.
Fases de conteúdo
Série
Give your content junkies something to look forward to, something to come back for again and again.
Hybrids of these ten content types are also very effective and mixing these into mixed formats can provide creative variations that can drive traffic and sharing.
Go beyond text.
Plan for and consider all channels – not just your website. Chances are you’re communicating across many channels with your customers already (email, social media, maybe a blog) on top of your brand’s main website.
In addition to your branded channels, investigate other platforms where your customers gather already and put them into the mix as well. Your resourcing plan will help dictate the initial breadth and depth of your content efforts. Then set achievable and realistic KPIs relevant for each channel.
If you’re putting in the effort and creating customer-centric content, make it work hard for you across all channels even if you’re only responsible for one of them. This will ensure your messages are consistent and customers aren’t burdened with your company’s channel-focused internal structure as they connect via different brand touch points. Having a content strategy may even save you some money.
Make your writer's job easier by providing approved industry resources from which they can draw, and even more importantly, resources from which they cannot draw.
We know that content curation is much more than slapping together links or engaging in “push button” sharing with your circle of friends. Professional content curation is making sense of the topic by researching what’s out there. I like to think of content curation is going the library to research sources for your term paper!
But, remember don’t think content creation vs curation or as is an either/or. It is a both/and.
Don’t just post information; ask people what they think of the article you’re posting. Ask thought-provoking questions that will encourage a dialogue
Interpelação
Pedir feedback
editorial style guide; you can create a separate brand style guide that goes into more detail on the visual elements associated with your brand.
You should, however, delineate visual details that are common to the content creation process.
Outline from where writers can source images and how to attribute that source within the content -- should they link to it at the bottom of their content, include an image caption, or work in the artist credit within the copy?
When should images align to the right, to the left, or in the center?
Should text wrap around images?
What are the RGB and hex codes for your text and headers?
What typeface should be used?
Can writers use italics, bolding, or underlining? If so, is usage limited to certain occasions, like bolding headings and hyperlinks?
What kind of bullets should be used -- square, round, or other -- and how do they align with the rest of your text?
How should numbered lists appear -- "1", "1." or "1.)"?
ícones
Embrace creativity as part of your content – create the unexpected.
You might think you want your content to be all of the above, but force yourself to prioritize just a few, explain why it's important to achieve this style and tone in your content, and provide examples of content (excerpts are fine) that are successful in doing so. If there are stylistic characteristics your content absolutely should not have, this is the section in which to include that information, too.
No matter which way you fall on the casual versus serious choice, make sure your posts sound human.
After all, you’re connecting with other human beings. Social media marketing gives you a unique opportunity to humanize your brand and to show your customers, members, or prospects that there are real people behind the product or service — people just like them. Use a conversational tone and forget the robot-speak.
O que o usuário encontrará na página;
Em quais casos seus comentários serão apagados;
Publicações feitas por usuários na página não são de responsabilidade da empresa e não necessariamente representam a opinião da organização;
Recomendação para não se compartilhar conteúdo pessoal ali;
- Conteúdo postado pela organização não é prestação de serviço ao usuário;
- Apresentação de horário de atendimento;
- Estas diretrizes poderão ser alteradas sem aviso prévio.