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Content Strategy & Social
Media: A Symbiotic
Relationship
UW CERTIFICATE IN STORYTELLING AND CONTENT STRATEGY
NOV. 23, 2015
SUNA GUROL
Symbiotic relationship
Without great content
social media has no
purpose
Without social media
your content will be
limited in its reach
What do you think about the relationship
between social media and content strategy?
Social Media is #1
Most popular
content channel
tactic for brands
#1 and rising
Social Media - in a nutshell
Mouthpiece, but not a monologue
Content is valuable and valuable content is priceless.
Aim is to provide value.
In the best world there is a relationship, community and
dialogue
Speed! Real-time! Disappearing content!
Branding
70 / 20 / 10 rule – 70% share information, 20
collaborations, 10% you
Real measurement
Helps drive content strategy (more on this later)
Facebook
Friends and family network..
Demographic: 77% of FB users are women. 82% of online adults
has an account. Most popular channel with nearly 1.5 billion users.
Media: Photos, posts, links, videos. Still working on animated gifs.
Best practices: Members highly engaged on a daily basis, so daily
posts are good. Consistent posting works best.
Advertising: Easy and relatively cheap, targeting, A/B testing. Yay!
How to engage as a brand: tag partners, share posts
like brand pages, polls, respond to comments/comment
on other pages
Facebook insights: Good information on your followers - popular posts, audience
demographics, track likes
Biggest problems: FB algorithm is capricious, changes overnights. Not always clear
what will get traction and visibility.
Twitter
Microblogging network
Demographics: Twitter users skew younger, in addition
Internet users living in urban areas are more likely than
their suburban or rural counterparts to use Twitter.
Media: Text, links, photos, animated GIF’s, short video
Best practices: short URL’s, Retweet, Hashtags help
expand content reach, Twitters Lists, can stand frequent
posts, good for 2-way communication – TwitterChat
Advertising: Easy to advertise, native appearance.
Biggest problems: Internal turmoil at company means
product and vision under adjustment, pivoting, unclear
about future. Can’t schedule posts unless you have ads
set up. Not a lot of info on your followers.
Pinterest
Cataloguing network. Inspirational channel –
believes it is a “tool for unlocking creativity”.
Demographic: 31% of online adults, 44% of online
women. Male members are gaining.
Media: Pictures, short videos.
Best practices: High-value content – professional
photos, infographics. Good for B-C and cataloging.
Biggest problem: Niche. Simplistic, but hard to ‘get’
for some people. Unclear on its application in B-B.
Instagram
A repository of memory
Demographic: 83% under 40, 55% under 29. Very popular with
younger adults, people of color.
Best practices: Members highly engaged on a daily basis, so daily
posts are good. Good for events, as-it-happens, visual only content.
Great for sharing visual stories.
Media: Images & short videos only
Biggest problem: Mobile-only, limited tools.
Future is bright, as it is a part of Facebook.
LinkedIn
Business networking
Demographics: Evenly distributed among the adult age
groups, for working professionals. LinkedIn is the only major
social media platform for which usage rates are higher
among 30- to 49-year-olds than among 18- to 29-year-olds.
Media: Images, links, posts. No animated gif or video
uploads.
Best Practices: Use of photos, links more effective than
posts. Similar to Facebook.
Advertising: Seemingly ideal for advertising, but not having
a lot of success yet. Better luck advertising on Twitter &
Facebook.
Biggest problem: Simplistic tools for posting, advertising.
YouTube
Videos only
Demographics: Huge audience, huge age spread.
Advertising: YouTube is expected to generate $5.6
billion in gross revenue in 2016. Currently, there are 6
billion hours of video watched on YouTube per month
and 1 billion videos watched over mobile phones per
day. Good place to advertise, simple interface.
Best practices:
Biggest problem: Not much. Now more competition
from streaming services. Probably needs to think about
getting into a original content to compete with
Netflicks.
Others
SnapChat – Quickie messaging app to share videos and images and chat. Lasts 10 seconds. Young
demographic directly mostly to teens, younger adults. Fun. Interface is almost too simplistic.
Tumblr – Short-form blogging. Can have great community. Owned by Yahoo.
Google+ – Used for relationship marketing. Keeps trying to die, but keeps rising from the dead.
Good SEO though!
Partnering with social media strategist
What to do for success
Define Goals
Identify Audience
Establish Baseline
Content!!!
Short and Visual
Micro-moments
Dialogue
Cross-Channel
Monitor, measure, rinse
and repeat
Prepare for the unexpected
Goals
Identify what the goals are --
◦ To get people to the website?
◦ To register? To download?
◦ Capture leads?
◦ More likes/follows?
• Brand awareness?
• Thought leadership
Goals needs to support the business but also
connect with the audience.
And make sure everyone - from C-suite to
Marketing Assistant - is in agreement about the
goals!
Audience
Who are you trying to reach?
Is it a new or existing audience?
If existing audience, what do you know
about them?
oFacebook insights, Google analytics,
Twitter analytics
oWeb searches
oAudience surveys, usability studies
Personas – Helpful in figuring out your main
audience archetypes
Baseline and Tracking
Baseline - Get a baseline of likes,
followers, average post
likes/shares/comments, and current
sales/donations, clicks BEFORE you put
up your content.
Track as you go along and pivot content
Review after campaign to see how
audience responded.
Content
Authentic
Personalize your company, entertain
Be a resource – Thought Leadership
Promotion (but must have value) – good
imagery, storytelling, news-y, useful
Short and Visual
Short Stories - Think how to impart
your message in 70-100 characters.
Quick Visuals - What kinds of
images will work with this content?
Micro-moments
Mobile has forever changed what we
expect of brands. ”Fractured the
customer journey.”
https://www.thinkwithgoogle.com/colle
ctions/micromoments.html
Uncover moments that matter, take
advantage and work fast.
But - have something interesting,
relevant to say.
Cross-Channel Promotion
Unify the message to works across all channels
while tailoring the strategies used on each
channel to ensure maximum success.
Identify what social media channels make the
most sense to utilize for the campaign.
Typically website, blog, Facebook and Twitter,
but could also use Instagram, Snapchat,
YouTube, Pinterest, LinkedIn depending on
what your company does.
Dialogue
Be prepared to have an online dialogue
about your content and the story on social
media.
Good to strategize ahead, however...
The conversations may go in directions that
you don't plan for.
Measure, rinse and repeat
Feedback - likes, shares, comments,
reach, RT's.
Who is responding? Examine the
audience.
Opportunity - Expand on the content
Keep, refine or pivot the strategy
Social Media - The Good
Social Media - The Bad
Social Media - The Unexpected
Key quotes retweeted:
“Innovation doesn’t happen in a vacuum.”
“Want to improve quality of life. Love and
empathy trumps technology.”
Social Media – What to do?
Mutual Benefit Society
Social Media can inform the
Content Strategy on what is
and is not working
Social Media works best
with good Content Strategy
Remember – social media is fun!
Thank you!
Suna Gurol
Digital Program Manager, Microsoft in Health
suna@sunagurol.com
@SunaG
Digital, web and social media strategist
Master in Communication in Digital Media University of
Washington
Resources
Demographics of Social Media channels: http://www.pewinternet.org/2015/08/19/the-demographics-of-
social-media-users/
Social Media Examiner: http://www.socialmediaexaminer.com/ - social media tips and news
SmartBrief for Social Media: http://smartblogs.com/social-media/ - latest info on social
HubSpot: http://www.hubspot.com/free-marketing-resources - white papers and tools
Hootsuite: http://www.hootsuite.com – tools, but also good email newsletter
Impact Blog: http://www.impactbnd.com/
DigiDay: http://digiday.com/
Mashable: http://mashable.com/
Credits
References:
Social media image sizes for 2015: http://blogs.constantcontact.com/social-media-image-sizes/
2015 Content Marketing Trends: http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2C_Research.pdf
Ideal length for social media and digital communications https://blog.bufferapp.com/the-ideal-length-of-everything-online-according-to-science
http://www.slideshare.net/SimoneMoriconi/context-content-social-media-strategies-2015
Linkedin Ads disappointing: http://www.wordstream.com/blog/ws/2015/03/17/8-reasons-i-hate-linkedin-ads
Where should I adversite? http://www.impactbnd.com/blog/which-social-media-network-should-my-business-advertise-on
Photo credits:
Thinking cartoon face, Todd at Vincere Coaching.
Bee pollinating flower, masaiwarrior via Flickr.
“Bravo” and “Goals” and “Nuts” via Shutterstock
Bert & Ernie, Sesame Workshop, 2013
Oreo – you can always dunk in the dark via Oreo Twitter.
Social media icons collage, Inc.com.
Baseline - tennis, Successfulworkplace.org
Visuals glasses – Creativecommons.org
Ron Burgandy – Favorite Meme’s of 2015
Dialogue – creativecommons.org
Measuring tape – creative commons.org
Handshake, Trivia Mania
Social media screen grabs: Project Violet Valentine’s Facebook campaign 2013, Fred Hutch Facebook posts from 2012, Neil Jordon, “Empowered Health – Thoughts from Around the Globe on What is Needed to Speed the Local
Health Transformation” Improving Healthcare International Convention, Nov. 17, 2015
Meme’s – Favorite memes of 2015, I Can Haz Cheezburger, and Hillary Clinton and Mark Zuckerberg meme, Texts from Hillary http://textsfromhillaryclinton.tumblr.com/

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Content Strategy and Social Media

  • 1. Content Strategy & Social Media: A Symbiotic Relationship UW CERTIFICATE IN STORYTELLING AND CONTENT STRATEGY NOV. 23, 2015 SUNA GUROL
  • 2. Symbiotic relationship Without great content social media has no purpose Without social media your content will be limited in its reach
  • 3. What do you think about the relationship between social media and content strategy?
  • 4. Social Media is #1 Most popular content channel tactic for brands
  • 6. Social Media - in a nutshell Mouthpiece, but not a monologue Content is valuable and valuable content is priceless. Aim is to provide value. In the best world there is a relationship, community and dialogue Speed! Real-time! Disappearing content! Branding 70 / 20 / 10 rule – 70% share information, 20 collaborations, 10% you Real measurement Helps drive content strategy (more on this later)
  • 7. Facebook Friends and family network.. Demographic: 77% of FB users are women. 82% of online adults has an account. Most popular channel with nearly 1.5 billion users. Media: Photos, posts, links, videos. Still working on animated gifs. Best practices: Members highly engaged on a daily basis, so daily posts are good. Consistent posting works best. Advertising: Easy and relatively cheap, targeting, A/B testing. Yay! How to engage as a brand: tag partners, share posts like brand pages, polls, respond to comments/comment on other pages Facebook insights: Good information on your followers - popular posts, audience demographics, track likes Biggest problems: FB algorithm is capricious, changes overnights. Not always clear what will get traction and visibility.
  • 8. Twitter Microblogging network Demographics: Twitter users skew younger, in addition Internet users living in urban areas are more likely than their suburban or rural counterparts to use Twitter. Media: Text, links, photos, animated GIF’s, short video Best practices: short URL’s, Retweet, Hashtags help expand content reach, Twitters Lists, can stand frequent posts, good for 2-way communication – TwitterChat Advertising: Easy to advertise, native appearance. Biggest problems: Internal turmoil at company means product and vision under adjustment, pivoting, unclear about future. Can’t schedule posts unless you have ads set up. Not a lot of info on your followers.
  • 9. Pinterest Cataloguing network. Inspirational channel – believes it is a “tool for unlocking creativity”. Demographic: 31% of online adults, 44% of online women. Male members are gaining. Media: Pictures, short videos. Best practices: High-value content – professional photos, infographics. Good for B-C and cataloging. Biggest problem: Niche. Simplistic, but hard to ‘get’ for some people. Unclear on its application in B-B.
  • 10. Instagram A repository of memory Demographic: 83% under 40, 55% under 29. Very popular with younger adults, people of color. Best practices: Members highly engaged on a daily basis, so daily posts are good. Good for events, as-it-happens, visual only content. Great for sharing visual stories. Media: Images & short videos only Biggest problem: Mobile-only, limited tools. Future is bright, as it is a part of Facebook.
  • 11. LinkedIn Business networking Demographics: Evenly distributed among the adult age groups, for working professionals. LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49-year-olds than among 18- to 29-year-olds. Media: Images, links, posts. No animated gif or video uploads. Best Practices: Use of photos, links more effective than posts. Similar to Facebook. Advertising: Seemingly ideal for advertising, but not having a lot of success yet. Better luck advertising on Twitter & Facebook. Biggest problem: Simplistic tools for posting, advertising.
  • 12. YouTube Videos only Demographics: Huge audience, huge age spread. Advertising: YouTube is expected to generate $5.6 billion in gross revenue in 2016. Currently, there are 6 billion hours of video watched on YouTube per month and 1 billion videos watched over mobile phones per day. Good place to advertise, simple interface. Best practices: Biggest problem: Not much. Now more competition from streaming services. Probably needs to think about getting into a original content to compete with Netflicks.
  • 13. Others SnapChat – Quickie messaging app to share videos and images and chat. Lasts 10 seconds. Young demographic directly mostly to teens, younger adults. Fun. Interface is almost too simplistic. Tumblr – Short-form blogging. Can have great community. Owned by Yahoo. Google+ – Used for relationship marketing. Keeps trying to die, but keeps rising from the dead. Good SEO though!
  • 14. Partnering with social media strategist
  • 15. What to do for success Define Goals Identify Audience Establish Baseline Content!!! Short and Visual Micro-moments Dialogue Cross-Channel Monitor, measure, rinse and repeat Prepare for the unexpected
  • 16. Goals Identify what the goals are -- ◦ To get people to the website? ◦ To register? To download? ◦ Capture leads? ◦ More likes/follows? • Brand awareness? • Thought leadership Goals needs to support the business but also connect with the audience. And make sure everyone - from C-suite to Marketing Assistant - is in agreement about the goals!
  • 17. Audience Who are you trying to reach? Is it a new or existing audience? If existing audience, what do you know about them? oFacebook insights, Google analytics, Twitter analytics oWeb searches oAudience surveys, usability studies Personas – Helpful in figuring out your main audience archetypes
  • 18. Baseline and Tracking Baseline - Get a baseline of likes, followers, average post likes/shares/comments, and current sales/donations, clicks BEFORE you put up your content. Track as you go along and pivot content Review after campaign to see how audience responded.
  • 19. Content Authentic Personalize your company, entertain Be a resource – Thought Leadership Promotion (but must have value) – good imagery, storytelling, news-y, useful
  • 20. Short and Visual Short Stories - Think how to impart your message in 70-100 characters. Quick Visuals - What kinds of images will work with this content?
  • 21. Micro-moments Mobile has forever changed what we expect of brands. ”Fractured the customer journey.” https://www.thinkwithgoogle.com/colle ctions/micromoments.html Uncover moments that matter, take advantage and work fast. But - have something interesting, relevant to say.
  • 22. Cross-Channel Promotion Unify the message to works across all channels while tailoring the strategies used on each channel to ensure maximum success. Identify what social media channels make the most sense to utilize for the campaign. Typically website, blog, Facebook and Twitter, but could also use Instagram, Snapchat, YouTube, Pinterest, LinkedIn depending on what your company does.
  • 23. Dialogue Be prepared to have an online dialogue about your content and the story on social media. Good to strategize ahead, however... The conversations may go in directions that you don't plan for.
  • 24. Measure, rinse and repeat Feedback - likes, shares, comments, reach, RT's. Who is responding? Examine the audience. Opportunity - Expand on the content Keep, refine or pivot the strategy
  • 25. Social Media - The Good
  • 26. Social Media - The Bad
  • 27. Social Media - The Unexpected
  • 28. Key quotes retweeted: “Innovation doesn’t happen in a vacuum.” “Want to improve quality of life. Love and empathy trumps technology.” Social Media – What to do?
  • 29. Mutual Benefit Society Social Media can inform the Content Strategy on what is and is not working Social Media works best with good Content Strategy
  • 30. Remember – social media is fun!
  • 31. Thank you! Suna Gurol Digital Program Manager, Microsoft in Health suna@sunagurol.com @SunaG Digital, web and social media strategist Master in Communication in Digital Media University of Washington
  • 32. Resources Demographics of Social Media channels: http://www.pewinternet.org/2015/08/19/the-demographics-of- social-media-users/ Social Media Examiner: http://www.socialmediaexaminer.com/ - social media tips and news SmartBrief for Social Media: http://smartblogs.com/social-media/ - latest info on social HubSpot: http://www.hubspot.com/free-marketing-resources - white papers and tools Hootsuite: http://www.hootsuite.com – tools, but also good email newsletter Impact Blog: http://www.impactbnd.com/ DigiDay: http://digiday.com/ Mashable: http://mashable.com/
  • 33. Credits References: Social media image sizes for 2015: http://blogs.constantcontact.com/social-media-image-sizes/ 2015 Content Marketing Trends: http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2C_Research.pdf Ideal length for social media and digital communications https://blog.bufferapp.com/the-ideal-length-of-everything-online-according-to-science http://www.slideshare.net/SimoneMoriconi/context-content-social-media-strategies-2015 Linkedin Ads disappointing: http://www.wordstream.com/blog/ws/2015/03/17/8-reasons-i-hate-linkedin-ads Where should I adversite? http://www.impactbnd.com/blog/which-social-media-network-should-my-business-advertise-on Photo credits: Thinking cartoon face, Todd at Vincere Coaching. Bee pollinating flower, masaiwarrior via Flickr. “Bravo” and “Goals” and “Nuts” via Shutterstock Bert & Ernie, Sesame Workshop, 2013 Oreo – you can always dunk in the dark via Oreo Twitter. Social media icons collage, Inc.com. Baseline - tennis, Successfulworkplace.org Visuals glasses – Creativecommons.org Ron Burgandy – Favorite Meme’s of 2015 Dialogue – creativecommons.org Measuring tape – creative commons.org Handshake, Trivia Mania Social media screen grabs: Project Violet Valentine’s Facebook campaign 2013, Fred Hutch Facebook posts from 2012, Neil Jordon, “Empowered Health – Thoughts from Around the Globe on What is Needed to Speed the Local Health Transformation” Improving Healthcare International Convention, Nov. 17, 2015 Meme’s – Favorite memes of 2015, I Can Haz Cheezburger, and Hillary Clinton and Mark Zuckerberg meme, Texts from Hillary http://textsfromhillaryclinton.tumblr.com/

Hinweis der Redaktion

  1. Content and social media have a symbiotic relationship: Without great content social media is meaningless and without social media less people will know about your content. Use them together to reach and convert your prospects.
  2. Remember social media is the most used content channel for brands. It is the top of funnel channels, through which you add value to, and converse with a customer. Newsletters are the most effective. Note: Fewer than 40% of B2C marketers said they use the following tactics: Print Magazines (37%), Online Presentations (36%), Case Studies (35%), Print Newsletters (34%), Webinars/Webcasts (31%), Books (30%), Research Reports (28%), White Papers (28%), Digital Magazines (27%), eBooks (25%), Podcasts (22%), Virtual Conferences (22%), and Games/ Gamification (20%). Usage of almost all of the tactics on this chart has risen this year over last year. The exceptions are blogs (down 5 percentage points) and articles on your website (which has stayed the same). The biggest jump in usage has been for branded content tools (from 37% to 47%). Illustrations/photos is new to the list this year. 
  3. like
  4. Partnering with a social media strategist. Here they are - the content strategist, a social media strategist, and maybe a developer. Sooner or later, if this hasn't happened already, you'll be working with someone to get the campaign or content you've been working on on the web. You'll probably end up partnering with a social media strategist. Collaborate. They want to get the most engagement for the story.
  5. If it's too focused on the business it sounds like an ad and doesn't meet audience interests. Sweet spot 
  6. An existing audience. How do they engage with you? Do you have any information on customer or donor data?  For example, one client I have works on rare and challenging diseases in children. His audience skews highly female/mothers. What he talks about is science, but campaigns tend to be highly emotional in terms of the storytelling. 
  7. Story about
  8. Superbow tw – Power out – no problem. You can still dunk in the dark. 15,000 retweets, 6500 likes
  9. An example of how sometime seemingly innocuous can go out of control. A press release for a study was posted on our social media channels. Was picked up by an anti-circumcism blog. Suddenly, Fred Hutch went from saving lives and curing cancer to butchering babies. In 2009, Burger King asked people to unfriend 10 friends on Facebook to get a Whopper. Antithesis of social media (to communicate not cut people off). Facebook cut off the application and that ended the campaign.
  10. Hard for a strategist, who has carefully planned and honed your messages, to realize that once your content is on social media, you can lose control. Example of a recruitment campaign planned with the HR department. Posted a photo from the top of one of the buildings at the Fred Hutchinson Cancer Research Center with the caption "Gorgeous view from one of our rooftop decks. If you worked here, you could watch the seaplanes landing on Lake Union."  with a link to the Jobs page. However, the response we got was from former patients and their caregivers, remembering the view when they or their loved one was undergoing cancer treatment . The response was very positive, but had nothing to do with
  11. What should we do with this