Presentation on Social Media for the Content Creation: The Power of Storytelling, UW Certificate in Storytelling and Content Strategy course. Feb. 24, 2015

1. Content Creation: The Power of Storytelling
UW Certificate in Storytelling and Content Strategy
Feb. 24, 2015
Suna Gurol Communications
www.sunagurol.com
suna@sunagurol.com

3. Most popular
content channel
tactic for brands

5. Mouthpiece, but not a monologue
In the best world there is a
relationship, community and
dialogue
Speedy!
Real-time!
Disappearing content!
Great for branding
Real measurement and demographics

6. Without great content
social media has no
purpose.
Without social media
your content will be
limited in its reach.

8. Define Goals
Identify Audience
Establish Baseline
Short and Visual content
Dialogue
Monitor, measure, rinse
and repeat

9.  Identify what your goals are -
 To get people to the website?
 To donate?
 To register?
 More likes/follows?
 Brand awareness?
 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!

10.  Who are you trying to reach?
 Is it a new or existing audience?
 If existing audience, what do you
know about them?
 Facebook insights
 Web searches
 Audience surveys, usability
studies, donor/custom profiles,
etc.
 How do you connect with them?

11.  Get a baseline of likes,
followers, average post
likes/shares/comments, and
current sales/donations,
clicks BEFORE you put up your
content.
 Review after campaign to see
how audience responded.

12.  Brainstorm of how to
present your content in
different ways - messaging is
different on every platform
 Short stories - Think how to
impart your message in 140
characters
 Visually - What kinds of
images will work with this
content? Remember - social
channels LOVE square
images.

13.  Identify what social media channels make
the most sense to utilize for the campaign.
 Typically Facebook & Twitter, but could also
use:
 Instagram - visual, time-driven, works
great for events, brand awareness
 YouTube
 Storify - Using a variety of social media &
web
 Pinterest - photos, infographics
 Blog - obviously
 LinkedIn

14. 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.

15. Feedback - likes,
shares, comments,
RT's.
Who is responding?
Opportunity -
Expand on the content
Keep, refine or pivot
the strategy

19. Social Media can inform
the Content Strategy –
show what is working.
Social Media works best
with good Content
Strategy!

20. That's why everyone does it.

21. Suna Gurol Communications
suna@sunagurol.com
@SunaG
www.sunagurol.com
(wow that's a lot of "suna's")
Digital, web and social media strategist
Master in Communication in Digital Media University of
Washington

22.  Resources:
 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
 Photo credits:
 Thinking cartoon face, Todd at Vincere Coaching.
 Bee pollinating flower, masaiwarrior via Flickr.
 Cartoon targets, businesscoaching.com
 Binoculars, Edith Soto via Flickr.
 Students with iMac, ©University of the Fraser Valley via Flickr
 Social media icons collage, Inc.com.
 Baseline - tennis, Successfulworkplace.org
 Handshake, Trivia Mania,
 Hillary Clinton and Mark Zuckerberg meme, Texts from Hillary http://textsfromhillaryclinton.tumblr.com/