Suzanne McDonald, Content & Social Strategist at Designated Editor, presented "Tools to Drive Your Social Media Editorial Calendar With Efficiency & Efficacy" at the Yankee International Association of Business Communicators meeting in Greater Boston.
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Tools to Drive Your Social Media Editorial Calendar by Designated Editor
1. Designated Editor
Speaking Series Social Media
Editorial Calendar
Tools for efficiency & efficacy
Yankee IABC Experts Series
Suzanne McDonald | Content & Social Strategist
Sue@DesignatedEditor.com
@Sue_DesigEditor
2. suzanneâs experience
Social Media
Strategies professor
6 years Page 1
Masters in Journalism
& Mass Communications BA in Journalism
www.designatededitor.com 2
3. Paid media vs. owned media
www.emarketer.com/Article.aspx?R=1008948
@Sue_DesigEditor www.designatededitor.com 3
5. Challenges weâll address
o What should an editorial calendar look like?
o How to discover influencers?
o How to be as efficient as possible?
o How to measure and boost ROI?
o How to integrate across platforms?
@Sue_DesigEditor www.designatededitor.com 5
6. 4 elements of social media planning
Stage 1 Your audience & keywords
Stage 2 Find & leverage the right tools
Stage 3 Integrate social media channels
Stage 4 Social media optimization & metrics
@Sue_DesigEditor www.designatededitor.com 6
8. Stage 1Audience & influencers
o Who might be your best advocates?
o What are their defining characteristics?
o What are they looking for?
o Are you using the right vocabulary?
@Sue_DesigEditor www.designatededitor.com 8
9. WordPress is free & versatile
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17. Stage 2 Use the right strategic tools
o Editorial calendars
o Blogs: Yours and othersâ
o Email newsletters
o Search marketing best practices
@Sue_DesigEditor www.designatededitor.com 17
24. who is your audience?
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25. Stage 3 Integrate social media channels
o Claim social profiles
o Determine most relevant social channels
o Monitor, engage & integrate
o Understand sentiment analysis
o Weave your content across platforms
@Sue_DesigEditor www.designatededitor.com 25
26. Integrate appropriate social media channels
Bruno Maia, IconTexto
http://www.icontexto.com
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27. Creating Facebook updates
o Provide sneak-peeks & previews
o Create conversations & contests
o Conduct polls & ask questions
o <250 characters = 60% more Likes
o Photos & video = 2x engagement
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29. tactics
Discover major companies with Search
Categorize prospects with Tags
Participate inGroups specific to your industry
Contribute your expertise withAnswers
Find andConnectwith key influencers
Host or attend anEvent and share it
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37. QR codes: How to make âem
http://mashable.com/2011/07/23/creative-qr-codes/ 37
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38. who is your audience?
@Sue_DesigEditor www.designatededitor.com 38
39. who is your audience?
@Sue_DesigEditor www.designatededitor.com 39
40. Stage 4 Social media optimization & metrics
o Be more efficient
o Be more effective
o Optimize for performance
o Calculate your ROI
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46. who is your audience?
@Sue_DesigEditor www.designatededitor.com 46
47. Benefits of social media planning
ïŒ More efficient & effective
ïŒ Longer-lasting vs. paid media
ïŒ Now youâll know whatâs working
ïŒ Reduced customer service costs
ïŒ Understand & relate to clients
ïŒ Your clients see your team as experts
ïŒ Broader brand-building boosts awareness
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Hinweis der Redaktion
www.emarketer.com/Article.aspx?R=1008948
Be sure to have a conversion, such as a newsletter signup
Be sure to have a conversion, such as a newsletter signup
Hashtagsas well
Demonstrate thought-leadership, brand personality(example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
Editorial calendar should include: Holidays,Conferences Important dates/events that youâd like to get a post out ahead ofEmbed YouTube,Record your presentations,Review the books youâre reading,Schedule aheadBe sure to appoint an Editor and content quality control, a function DE provides for some clients, along w Editorial Calendar developmenthttp://sncr.org/2010/02/19/journalists-use-of-social-media-is-surging-according-to-2nd-annual-middlebergsncr-survey-of-media-in-the-wired-world/80% of journalists believe bloggers have become âimportant opinion shapers.â Society for New Communication Research Â
Various channels that get leads: 52% of marketing pros said leads via blog had lower cost of acquisition.
Search marketing best practices: no duplicate content, enablesocial sharing with share buttons
Demonstrate thought-leadership, brand personality(example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
Your website and blogEmail newsletterSocial mediaBlogger relations & PRIn-person interactionsAdditional outreach platformsTying it all together
Offer discounts & exclusives
Set daily or lifetime budget Set your run scheduleChoose CPC or CPM Fewer clicks = CPCBid higher than suggested Track your performance
Search and tagGroups â ConnectAnswersEvents
81% of respondents said they were more likely to trust a Fortune 1000 CEO if he was on Twitterwww.emarketer.com/Article.aspx?R=1008929
Slideshare has 5x more business owner traffic than other platforms, Source: SlideShare, Comscore
Demonstrate thought-leadership, brand personality(example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
Challenge: Itâs not working the way weâd thought! Takes too much time! People are complaining.Benefit: Cheaper than paid media & longer-lasting. Take time to focus on what works. Respond and treat complaints on social media as any good customer service pro would Solution: Analyze & adjust & respond (to complainers & yourself)
What works & Your consumers vs. fans
The more content you create, the feedback you get, the more data to crunch and better understand your audience.Initially, itâs like an echo chamber, but as the voices increase, a clearer picture emergesGoogle Analytics: Map overlay, keywords, where theyâre coming from
Be sure to have a conversion, such as a newsletter signup