Defining the value of content in social media marketing and outlining the steps required to prepare a content strategy and plan.

1. Make social media work for
you
Judi Samuels
judi@lemontwistmarketing.com
www.lemontwistmarketing.com
@chieflemonhead
Red Cross Training Partner Conference
Four Points by Sheraton, Toronto Airport
Thursday, May 8, 2014

2. Ice
breaker

3. Content
 Social platform v. content platform
 Understanding the right content
 Content calendar
 Exercise
 Recap

4. Social platform v. Content platform

5. They’re not all social platforms
A social platform is an online
network of people sharing
ideas; it’s built for
conversation.
Communities are formed
based on shared
values, beliefs and passions.
A content platform can
include social elements, but
is focused on digital content
creation, curation and
distribution:
Blog.
Video.
Photo.

7. Without content, what are you talking
about in your social network
conversations?

8. The right content?

9. What’s your objective?
 Awareness
 Community growth
 Data collection
 Sales
 Loyalty/Advocacy

10. Describe your current audience
 Conduct a social audit to better understand your current
audience
 Demographics: age, gender, geography
 Psychographics: broad interests, hobbies
 Ethnographics: favourite brands, life goals, aspiration
 What connects them to each other?
 What connects them to you?

11. Which social platforms does your
audience use?
 Facebook
 Twitter
 Linkedin
 Pinterest
 Instagram
 Google+
 Foursquare

12. How does your audience use
social networks?
 Creators
 Publishers of original content
 Critics
 Comment and rate content, product, service
 Curators
 Organize content for themselves and others
 Joiners
 Create and connect via social platforms
 Spectators
 Watch, read and doesn’t engage

13. What are your 3 key messages?

14. Measure. Measure. Measure.
 Awareness
 Reach
 Community Growth
 Engagement
 Drive-to-web
 Conversion: non-sale
 Sales

15. How to measure?
 Awareness, reach, community growth
 Facebook insights
 Monthly follower count
 Tweetstats
 Engagement
 Facebook insights: like/comment/engagement
 Hootsuite (twitter report)
 Review of comments and shares
 Drive-to-web and conversion: non-sale
 Google Analytics: social source
 Unique URL shortener

16. That’s a lot of work!

17. How to organize…
 Plan a monthly content/editorial calendar
 Identify content
 Topics/Themes
 Titles
 URL
 Select social networks
 Fully script posts to be pre-scheduled
 Hootsuite or Tweetdeck
 Pre-schedule in Facebook

18. Exercise

19. In short…

20. Step-by-step: Optimize your
social
 Establish your business plan
 Objectives and goals
 Key messages
 Metrics
 Understand your audience
 Social audit
 Community thread
 Platforms
 Outline your content calendar
 Execute
 Measure

21. Content answers questions.
Content tells a story – verbally or visually.
Content entertains.
Content educates.
What does your content do?

22. Questions

24. Make social media work for
you
Judi Samuels
judi@lemontwistmarketing.com
www.lemontwistmarketing.com
@chieflemonhead
Red Cross Training Partner Conference
Four Points by Sheraton, Toronto Airport
Thursday, May 8, 2014