The document discusses strategies for generating social media content. It recommends focusing content on your target audience and their interests. Three styles of writing social media posts are presented - "I've gotta do something!", "The stiff calculation", and "The chill" - and "The chill" approach is favored. The document also provides tips for creating a content calendar, measuring performance, and keeping search engine optimization in mind when writing. Case studies of successful social media use by companies are presented.

1. SOCIAL MEDIA CONTENT GENERATION
TAYLOR HULYK, @TAYLORHULYK
SOCIAL MEDIA DIRECTOR, RE:GROUP
NOVEMBER 16, 2012

2. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
RE:GROUP: WHO WE ARE
2

3. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
DON’T LISTEN TO THESE PEOPLE
Dear All,
Please read this in its
entirety:
http://theoatmeal.com/
comics/making_things
You’re welcome,
Taylor
3

4. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012 4
3 WAYS TO WRITE

5. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
THE “I’VE GOTTA DO SOMETHING!!!!”
5
I’m wet! Therefore, uncomfortable, and more likely to
do crazy things!

6. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
THE STIFF CALCULATION
6
I’m a frickin’ cat. And I will get you, mouse. Believe it.

7. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
THE CHILL
7
I’m so great at being a cat.

8. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
WHICH ONE WOULD YOU GO WITH?
8
1 2 3

9. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
THE WAY OF “THE CHILL”
9

10. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
FOR EXAMPLE...DON’T DO THIS
10

11. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
BE YOURSELF, BUT BE SMART ABOUT IT
Ask yourself these questions:
• Who is my audience?
• Where do they hang out?
• What are the norms of the medium?
• What do I want to accomplish there?
• What is my tone?
• What is my message?
• How will I measure that?
11

12. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
CASE STUDY: GOLDFISH SWIM SCHOOL
12
You might think we’re talking to them...

13. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
CASE STUDY: GOLDFISH SWIM SCHOOL
13
But we’re really talking to them.

14. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
CREATE CONTENT CATEGORIES
P a r e n t a l E d u c a t i o n
A d m i n i s t r a t i v e U p d a t e s
S t a f f
S t u d e n t s
E x p e r i e n c e
F r a n c h i s i n g U p d a t e s
14

15. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
CREATE A CONTENT CALENDAR
15
Date Topic Verbatim Content
Category Link Multimedia Performance
Friday,
10/5/12
The Student
Experience
We know you feel great
knowing that your kids are
getting the instruction and
experience they need to feel
comfortable in the water, but
how do THEY feel? We asked
Goldfish Swim School - Ann
Arbor sisters Carmen and
Kennedy and this is what they
had to say: We love swimming!
I’m Carmen and my favorite
part is monkey, tree, banana.
I’m Kennedy and my favorite
part is diving for rings! We love
our teachers because they are
so silly!
Students None Photo of
Carmen and
Kennedy
• 11 likes
• No comments
• No shares
• 48 engagements
• 9 people talking
about this

16. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
MEASURE REGULARLY
Like Count • Post Likes • Comments • Shares • Number of Posts • Proactive
Customer Interaction • Most Popular Content Category • Facebook Website Referrals
16

17. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
WHEN WRITING...
You naturally write for search, so don’t try too hard. But there are some
things to take note of before you write!
• What keywords are your competitors winning?
• Which keywords are you winning?
• Which keywords are people using to find your site?
• Which do you want to win?
• How many searches are being done for your desired keyword?
• How likely is it that you can organically win the keyword?
17

18. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
REMEMBER, BE YOURSELF...FOR YOUR AUDIENCE.
18
Now get to content generating!

19. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
THANK YOU!
Questions?
@taylorhulyk
taylor.hulyk@regroup.us
19

20. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | ©2012
PHOTO CREDIT
• Slide 3 (Three Peppers): http://www.flickr.com/photos/sheepies/2907192949/
• Slide 4 (Wet Cat): http://www.flickr.com/photos/macwagen/225493960/
• Slide 5 (Hunter Cat): http://www.flickr.com/photos/netzanette/6100501480/in/photostream/
• Slide 6 (Chill Cat): http://www.flickr.com/photos/girius/5938542750/
• Slide 8 (Dave Matthews): http://www.flickr.com/photos/75858419@N04/6814492490/
• Slide 17 (Paw Print): http://www.flickr.com/photos/auntikhaki/130332937/
20