Plan Your Content Media Strategy Before Your Social Media Strategy
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Both content strategy and social media are hot topics for strategic marketers. Where should you focus: social media or content strategy? And, how do you put together a strategic plan that encompasses all your goals and objectives while using the resources you have? In this session, we will review the basic building blocks of content, strategic plans for social media and content strategy and how to work within a budget. Topics include: Understand content and distribution Create strategic content and social media strategies Understand how to have a fabulous conversation with your target audiences
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Plan Your Content Media Strategy Before Your Social Media Strategy
- 1. Plan Your Content Strategy BEFORE your Social Media Strategy Ahava Leibtag, President Aha Media Group Social Media Strategies Summit April 29 2015
- 7. Who said?
- 8. Two roads diverged in a wood, and I—I took the one less traveled by, And that has made all the difference.
- 9. One small step for man, one giant leap for mankind.
- 10. Four score and seven years ago our fathers brought forth on this continent, a new nation, conceived in Liberty, and dedicated to the proposition that all men are created equal.
- 11. A long time ago, in a galaxy far far away…
- 12. Great relationships begin with great conversations.
- 13. Great conversations begin with great content.
- 16. What is content?
- 19. Content Formats • Written articles • Podcasts • Video • Photographs • Infographics • Slide Shows • Whitepapers • Polls/Survey data @ahaval #SMSsummit
- 20. vs. (don’t get confused) @ahaval #SMSsummit
- 21. Content Delivery Tools • Websites • Blogs • Newsletters • iTunes • YouTube • Facebook • Twitter • Slideshare @ahaval #SMSsummit
- 31. Content Strategy: • Align with business objectives • Support users in accomplishing tasks @ahaval #SMSsummit Business Goals User Tasks
- 33. Content Strategy Has 3 Parts 1. External Messaging: Answer the 5 essential questions 2. Internal Workflow: How do we create a repeatable, sustainable content lifecycle? 3. Technological Delivery of Content: How do we control the display and delivery of content? @ahaval #SMSsummit
- 34. #1: Editorial/Brand All organizations need to know: 1. To whom are you talking? 2. Who are you? 3. What are you trying to say? 4. How do you say it? 5. Where and where do you say it? @ahaval #SMSsummit
- 35. #2: Workflow They also need to know: Internally who is responsible for all the different phases of a content strategy? • Plan • Create • Publish • Distribute • Analyze • Govern @ahaval #SMSsummit
- 36. #3: Technical Display/Delivery of Content • XML • DITA • Metadata • Structured content • Adaptive content • Content modeling @ahaval #SMSsummit
- 37. Answer what you want to say BEFORE you decide where to say it. @ahaval #SMSsummit
- 38. To whom are we speaking? @ahaval #SMSsummit
- 39. To whom are we speaking? Who is our customer? @ahaval #SMSsummit
- 41. Customer Journey Maps @ahaval #SMSsummit
- 46. Who are we? @ahaval #SMSsummit
- 47. Who are we? Who is our brand? @ahaval #SMSsummit
- 52. Who are we?: Identity Pillars Current Identity Pillars Future Identity Pillars @ahaval #SMSsummit
- 54. Identity Pillars @ahaval #SMSsummit Current Identity Pillars Future Identity Pillars CHEAP
- 55. Identity Pillars Current Identity Pillars Future Identity Pillars CHEAP AFFORDABLE @ahaval #SMSsummit
- 56. What are we trying to say? @ahaval #SMSsummit
- 57. What are we trying to say? Messaging Architecture @ahaval #SMSsummit
- 58. Messaging Architecture @ahaval #SMSsummit Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP
- 59. Messaging Architecture @ahaval #SMSsummit Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP AFFORDABLE
- 60. Messaging Architecture @ahaval #SMSsummit Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP AFFORDABLE You can find the products you want, at the price you are looking for.
- 61. Messaging Architecture @ahaval #SMSsummit Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP AFFORDABLE You can find the products you want, at the price you are looking for. • Our prices are consistently 20% lower than other retail chains • Robust coupon program
- 62. How do we say it? @ahaval #SMSsummit
- 63. How do we say it? Voice and Tone @ahaval #SMSsummit
- 64. Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #SMSsummit
- 65. Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #SMSsummit
- 66. Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #SMSsummit
- 71. When and Where Do We Say It? @ahaval #SMSsummit
- 72. When and Where Do We Say It? Editorial Calendar @ahaval #SMSsummit
- 76. Great Conversations 1. Listen first @ahaval #SMSsummit
- 81. Great Conversations 1. Listen first 2. Let the other person talk about themselves @ahaval #SMSsummit
- 85. Great Conversations 1. Listen first 2. Let the other person talk about themselves 3. Emphasize similarities @ahaval #SMSsummit
- 89. Building a Social Media Strategy
- 90. Key to Building Strong Social Media Communities @ahaval #SMSsummit Promote Listen Interact Share
- 91. Great Relationships Begin with Great Conversations Great Conversations 1. Listen first 2. Let the other person talk about themselves 3. Emphasize similarities Great Communities @ahaval #SMSsummit Promote Listen Interact Share
- 93. Measuring ROI Content Strategy 1. Can people find the information they need? 2. Can they make decisions based on that information? 3. Do they trust your brand? Social Media 1. Can people interact with your brand? 2. Can they make decisions based on that information? 3. Do they trust your brand? @ahaval #SMSsummit
- 94. Thank you! Ahava Leibtag Aha Media Group www.ahamediagroup.com ahavaL Linkedin Facebook
Hinweis der Redaktion
- https://www.youtube.com/watch?v=DWc8dUl7Xfo&feature=youtu.be