This document provides tips on creating effective social media content. It discusses key points like understanding what constitutes content, focusing on what to say and how to say it, standing out from competitors, telling stories over direct selling, being topical, entertaining audiences, using a content mix like images and videos, responding to audiences, posting frequency, and common social media mistakes to avoid. The overall message is that content should keep audiences engaged by putting themselves in their perspective, amusing and amazing them with stories related to the brand and topics of interest.

1. Content Strategy
Samit Malkani, Creative Head, Jack In the Box Worldwide

2. Let’s start by understanding one key point.

3. This
is social media.

4. This
is rocket science.

5. This
is SPARTAAAA!!

6. What is content?
Anything that keeps people coming back for more and opens a dialogue with them.
It could be read, watched, listened to or interacted with.

7. The not-so-secret formula
How Social
What
you say media
you say
it content

8. What you say.
Put yourself in your audience’s shoes and ask,
“What would I like the brand to talk to me about?”
The expected, and the unexpected.

9. I could go on with some gyaan…
Or we could actually answer this question together.

10. Now for the how.
(This is how we social media junkies pay for roti, kapda, makaan and beer.)

11. You aren’t the only brand in your category.
You need to stand out from the crowd. Your content needs to
look different and sound different. Think of your brand as a person.
And write the way that person would speak.

12. Don’t try to sell to your customer.
Instead, tell stories about your brand and products. Amuse them, amaze them.
Talk about the world and the lifestyle that your brand portrays.

13. Be topical.
Pranabda becomes President. The Olympics. Scams. Sherlyn Chopra nude.
Keep your eyes open, pick the topics that work best for the brand,
and figure out how to repurpose those for your brand. Hint: Amul.

14. This day, that year.
2001: Ian Thorpe won 6 Gold Medals at a single World Championships.
1929: Jackie Kennedy was born. 1983: Dhanush was born.
Today is World Hepatitis Day.

15. Entertain them.
If you think people are on Facebook and Twitter
to buy hair dye, you are kidding yourself.
Or, as we say on Twitter, “Agar aap sochte hain ki log Facebook aur Twitter pe
hair dye khareedne aate hain…toh #AapChu****Hain.”

16. Content Mix
It doesn’t have to be plain text all the time. Use pictures, videos, polls, links, hashtags,
games and audio embeds to vary your content and keep your audience interested.

17. The thing about social media is
that people talk back.

18. How to respond is equally important.

19. A few tips.
Be honest. Don’t overpromise. Apologise if you are wrong.
A little bit of humour, well applied, can ease even the toughest situation.
Treat your audience as people you know and want to have a chat with.

20. Faster is better.
On Twitter, aim to reply within the hour.
On Facebook, 12-24 hours is fine for most categories.

21. Tip: Set up Facebook and Twitter
on your smartphone.

22. Facebook gyaan.
• Facebook’s hierarchy of posts:
– Images
– Text
– Videos
– Links
• Plan for 2-3 posts a day.
• Most people will tell you long posts are boring. I say there’s no such thing as a
long post – only a “too long” post.
• Use apps and tabs to build engagement when you have something special to talk
about.

23. Twitter gyaan.
• Have a conversation. Don’t spout monologues.
• Use TweetDeck as your Twitter client.
• Try to avoid telling people what you ate for dinner, how frequently
you use the loo, which celeb you’re crushing on, etc.
• Build influence through networking, content and conversation.
• Use hashtags to create specific conversations.

24. Boo-boos to avoid.
• Rudeness and arrogance.
• Racism. Casteism.
• Gay jokes.
• Responding only to positive reviews.
• Knocking your competitors.

25. And so, with that said,
let’s get down to the workshop!