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Break Through the Clutter: Create a Social Content Plan in Four Steps
The document outlines a 4-step process for creating a social content plan: 1. Segment audiences and platforms by developing audience personas and choosing relevant platforms. 2. Identify the context mix by determining topic areas and content types. 3. Optimize content formatting using various visual media types, partnerships, calls to action, and curation. 4. Create content calendars by planning content delivery over time while considering timeliness and best practices.
Break Through the Clutter: Create a Social Content Plan in Four Steps
- 1. BREAK THROUGH THECLUTTER Create a Social Content Plan in Four Steps November 13, 2012 Call Info: U.S. & Canada: 866.740.1260 Access Code: 8185541
- 2. Housekeeping Please submit your ques>ons via the chat. We will have about 15 minutes for Q&A at the end of the webinar. We’ll send you a link to the archived webinar within a few days.
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- 5. Cut through thenoise
- 6. Be the creativepackaging + the toy inside!
- 7. Models Skills Process Examples
- 8. Creativity at 70mph Social media content is a lot like advertising
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- 15. Modern communication model •Who is most interested in •What pla8orms will you •What are you goals? your brand? use to tell your story? •What are your users •Why do they care? •What messages are most goals? relevant? •What mo3vates them? •How can you adapt for •What role does your brand modern media play in their life? consump3on?
- 16. 4 steps toa social content plan
- 17. *Assumptions… You know your audiences You know your brand personality You know your goals Today we will focus on owned and shared media
- 18. Steps at aglance 1.Segment audiences and pla=orms 2.Iden?fy the context mix 3.Op?mize the content formaCng 4.Create content calendars
- 19. 1. Segment audiencesand platforms
- 20. How is socialmedia content like taste buds? I want to be educated I want to be shocked I need convincing I want to laugh I want to be inspired I am curious
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- 23. Develop a hub-and-spokemodel Don’t overwhelm yourself. Don’t underwhelm your community.
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- 26. What kind ofparty are you hosting?
- 27. Content topics What are you pos-ng about? Standard topics Specialty topics Campaigns and events
- 28. Content types How are you pos-ng about it? Educa?onal Entertaining Engaging Inspiring Calls to ac?on Randomness
- 29. Social content matrix Types Educa-onal Engaging Inspira-onal Call to ac-on Global Health Infographic The malaria vaccine Topics documen-ng top will be ready soon! malaria-‐ridden Sign up for more countries alerts! Educa-on A blackboard with a child wri-ng: Reform How will you improve my educa-on? Obesity Specialty Contest: Showcasing states Download our 30-‐ or coun-es that Preven-on day nutri8on guide have reached a and pin pics of your milestone with an favorite meal. image to support.
- 30. 3. Optimize contentformatting
- 31. Quick bites ofvisual media
- 32. Quick bites ofvisual media
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- 42. Fresh and dynamiccontent
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- 48. Firing on allpistons!
- 49. 4. Create contentcalendars
- 50. Look through atelescope with one eye, and a microscope with the other.
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- 53. Timeliness Consider your audience’s geographic distribu?on Know that each pla=orm is unique Heed best prac?ces Measure and test, test and measure Breathe!
- 54. Cut through thenoise
- 55. Steps at aglance 1.Segment audiences and pla=orms 2.Iden?fy the context mix 3.Op?mize the content formaCng 4.Create content calendars
- 56. Questions? Laura Kisailus lkisailus@forumone.com Resources forumone.com/Clutter
Editor's Notes
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- #22 not one size fits all, but tells the complete story when viewed comprehensively \n
- #23 Recently, Facebook page announced owners with more than 5,000 fans will soon have access to advanced post targeting options including age, gender, relationship status and education.\n
- #24 The center should be a platform you own and control.  Your website should have a domain name that you own.  Building a long-term web presence on a social media site where you don’t control the terms of service can be costly.  Remember a few years ago when MySpace was the greatest thing going?  Although still in use, it is not as popular today. What if you built your presence mainly there? With the constant changes in the social media arena, it is important to also link back to your hub where you decide the content and the presentation.\nSearch is really important.  Very few people still pull out the paper phone book to look for products and services. People may find out about you from Twitter or Facebook or word-of-mouth, but they still Google you as well.  Google is the number one place consumers look online for information about a local business, and Google’s market share of US search was over 66% as of February 2012.  Your business has to be found on Google and your website (with content that is regularly updated) is the best way to make sure that happens. Your content on social media is important for customer engagement and can increase your website’s ranking, but if your primary content is only on social media sites or in email lists it is not as visible to Google and new customers won’t find you.\nYou have more flexibility in your social media strategy.  Rather than try to get all social media platforms started at once, I recommend you choose one or two to start with. As necessary, you can add spokes as you get more comfortable with social media and start to see results. You can experiment with new platforms like Pinterest or Instagram if that is where your customers are. You can abandon spokes which do not deliver results for your goals without having to redo your whole strategy.\nIt easier to coordinate your message across the various social media platforms using a hub and spoke system.  You don’t want to repeat the exact same content on each platform, but neither do you want to create silos of information that are not related.  In an upcoming post I’ll talk further about using an editorial calendar to also help with this coordination.\n
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- #27 Establish your voice before you tell your story…\n
- #28 buffet table, not something for everyone, make it intentional\n
- #29 Education: how-to guides, facts, interviews\nEntertainment: humor, action, drama\nEngagement: questions, trivia, real world events\nInspiration: success stories, quotations, milestones\nCalls to action: do this now\nRandomness: impromptu posting\n
- #30 Education: how-to guides, facts, interviews\nEntertainment: humor, action, drama\nEngagement: questions, trivia, real world events\nInspiration: success stories, quotations, milestones\nCalls to action: do this now\nRandomness: impromptu posting\n
- #31 Once we know what the themes of our content will be the next step is understanding how we will bring it life through the various mediums. Think of content as an object that can communicate the same message in a number of different formats.\nFor example research report used to educate your target audience could be provided as a blog post (or series of blog posts), a white paper, a slide show and even a video.\n
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- #37 Once we know what the themes of our content will be the next step is understanding how we will bring it life through the various mediums. Think of content as an object that can communicate the same message in a number of different formats.\nFor example research report used to educate your target audience could be provided as a blog post (or series of blog posts), a white paper, a slide show and even a video.\n
- #38 Once we know what the themes of our content will be the next step is understanding how we will bring it life through the various mediums. Think of content as an object that can communicate the same message in a number of different formats.\nFor example research report used to educate your target audience could be provided as a blog post (or series of blog posts), a white paper, a slide show and even a video.\n
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- #40 Once we know what the themes of our content will be the next step is understanding how we will bring it life through the various mediums. Think of content as an object that can communicate the same message in a number of different formats.\nFor example research report used to educate your target audience could be provided as a blog post (or series of blog posts), a white paper, a slide show and even a video.\n
- #41 Path scored a homerun here, garnering more than the usual likes and shares. Usually <50 likes\n
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- #43 &#x2013; curiosity, thirst for more content\n
- #44 Brand promise\n
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- #49 Brand promise\n
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- #51 Now we have our conversation topics (content themes) and we know how we are going to communicate them (content assets) the final step is developing a content schedule as to when, where and how we are going to distribute them.\nWe&#x2019;ve found simple is usually best for this and a simple calendar that highlights when each content asset will be distributed works best.\n&#xA0;\nmapping of relevant events, marketing efforts, holiday specials\n
- #52 Now we have our conversation topics (content themes) and we know how we are going to communicate them (content assets) the final step is developing a content schedule as to when, where and how we are going to distribute them.\nWe&#x2019;ve found simple is usually best for this and a simple calendar that highlights when each content asset will be distributed works best.\n&#xA0;\nmapping of relevant events, marketing efforts, holiday specials\n
- #53 Now we have our conversation topics (content themes) and we know how we are going to communicate them (content assets) the final step is developing a content schedule as to when, where and how we are going to distribute them.\nWe&#x2019;ve found simple is usually best for this and a simple calendar that highlights when each content asset will be distributed works best.\n&#xA0;\nmapping of relevant events, marketing efforts, holiday specials\n
- #54 Mike Lewis, Stand Out Social\n
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