Agile Content - From inside the head of an 18 year old.
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Using the key forms of digital analytics (content analysis, benchmark analysis, sentiment analysis, influencer analysis, and socialgraphics) to develop a content strategy that resonates with an 18 year old. Content, good content that is, can’t be developed unless you understand who you are speaking to, so let’s start with some inexpensive ways to figure out more than just their demographics. You may get a little dirty in this session as we’ll actually run through from analysis to content creation. Presented at #PSEWEB
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Agile Content - From inside the head of an 18 year old.
- 1. From inside the head of an 18 year old. presented by Lindsey Fair @lindseyfair
- 2. listening isn’t about how the loud voices, or the popular voices. @lindseyfair
- 3. listeningleads to stories, relevant stories @lindseyfair
- 5. “I would much rather be in front of ten people who are the right people than ten thousand people who aren’t.” – Seth Godin @lindseyfair
- 9. @lindseyfair
- 12. @lindseyfair
- 14. @lindseyfair
Hinweis der Redaktion
- From inside the head of an 18 year old Tuesday, July 28, 2015 at 9:45 AM Location: Room 3 Track: Content and Strategy Tags: Analytics, Content, Email, Engagement, Listening, Monitoring, Recruitment, Sentiment, Stories, Strategy, Writing Using the key forms of digital analytics (content analysis, benchmark analysis, sentiment analysis, influencer analysis, and socialgraphics) to develop a content strategy that resonates with an 18 year old. Content, good content that is, can’t be developed unless you understand who you are speaking to, so let’s start with some inexpensive ways to figure out more than just their demographics. You may get a little dirty in this session as we’ll actually run through from analysis to content creation.
- This is not the OREO at the Superbowl story, I want to be relevant to my audience not that audience. I’m less about brand building as I require more direct feedback and action. My content needs to create action.
- Why listen? Better storytelling starts with listening to your audience (not your administration, your upper years, your industry, etc.)
- Socialmention Topsy Tweetarchivist Radian6 (not free)
- First figure out who 10 of your top AND average influencers are. Look for people that are active with you and have INFLUENCE – followers, favourites, klout.
- For us, for example, we scoured our UGC community page for the incoming class on Facebook (Facebook 2019). And came up with a few profiles that ‘represent’ the class. When Elizabeth posted anything, she got lots of comments, likes, etc. She has a large number of friends and when her demo info was overlaid she represents one of our major markets (female, outside area of a large urban centre, affluent community….)
- Sentiment is good for a bunch of things but most people think of related to if overall brand is healthy or not, but I like it for content development. Both most sentiment analysis tools can’t do what I like for this so a lot of this is manual for now. I’m looking for sarcasm, humour, frustrations, curiosity. And then I try and match that tone. (or not, depending)
- Tweetarchivisit.com is good for this but lots of tools. So starting with either the content of your influencers or of the convo’s of your communities – figure out what content is hot at the moment. If I’m looking to recruit new students I look at communities or hashtags used by my TM’s or influencers to them.
- Example 1 #queensu2019 content analysis #queensu2019 Far to west campus
- Lead to this
- Example 2: starting with influencer. We used tools and some manual manipulation to basically scrape their Facebook content on their personal feeds to determine their most talked about topics / words (influencer + content). She wrote about: should she go to SOAR? Does she need to visit campus before school? She also wrote about Harry Potter, postering her room. In fact the most popular content from our top 5 influencers for that group were SOAR, visit, course registration, posters, summer concert, prom, room. So we made this.
- Facebook Birdcourse =eNEws (92% open rate, our average to student list is 80% on our best ones) =#killingitqueensu, posting to different channel (best compliment ever)
- Has potential for sure, a little harder though.
- Sample of benchmark Queensu vs westernu Queensuproblems vs westernuproblems Use it by either making content that is aimed at competitors popular terms, or specifically avoids them, depending on goals.
- In late May, peak of conversion. Mercer was showing up on some prospective student Western feeds (not sure why?), so was doctor and medicine and science related content, so we made this… In 6 hours from data to post.
- Look at the content of the person as I explained above under influencer. This is one of our most influential and engaged Twitter followers and she’s part of our incoming class. What content could be created to reach ‘her’ Debit, Campsite, Friends Going camping with friends? Don’t forget to apply for work study before you go to avoid school year debit.