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Social Media Content Strategy
Dan Berlin – Experience Research Director
@banderlin
@madpow
The Right Message in the Right Place at the Right Time
ê Social Media is a shiny new tool to get content out there
• But you can’t just throw content to the wall and hope it sticks
ê There is no longer such a thing as a destination website
• Google leads to inner pages
ê Instead of simply putting content out there, we must properly plan and unleash it
Research to understand your customers
ê Understand potential customers’ goals, wants, and needs
• Align these with your business goals and the available technology
Business
Goals
User
Research
Social Media
Platforms
Messaging Workshop
Armed with user data, have a messaging workshop to determine your:
Goals! Audience Voice and Tone Timing Keywords Message!
And to get stakeholder buy-in
Marketing is Your Friend
Source: http://www.flickr.com/photos/ganesha_isis
Where will your content live?
On-site • Make things sharable • Drive traffic • Conversion
Off-site • Raise awareness • Drive traffic • Conversion
Social Media Footprint
Getting the Voice Right
Getting the Tone Right
SEO and Content Strategy Go Hand-in-Hand
ê You can’t have a good content strategy without considering Search Engine Optimization
(SEO)
• Your content is useless unless it’s findable
ê Keywords, keywords, keywords
• Categorize your content
• Engage in relevant topics
ê Optimize content for your customers and SEO will follow
Getting the Message Right
No one wants to hear about your product!
I have some bad news for you:
They want to be:
Educated Entertained
Message Hierarchy
Primary Message Supports all business objectives and speaks to all audiences
Secondary Supports main
message; speaks to varied audiences
Tertiary The details –
evidence for the 1o and 2o messages
Calls to Action What do you
want them to do?
Business Process Considerations
Internal buy-in
Workflow
Governance
Content Calendars Are Also Your Friend
Source: http://www.flickr.com/photos/kimberlyeternal/
Reacting to Customers
Be a Trusted Resource
What is going to thrill users?
Where are they in the lifecycle?
What message satisfies the business and customer?
Don’t Just Cultivate! Collaborate!
You don’t have to create all of the content yourself
Point customers to other relevant content of interest (Mashable, Reddit, etc.)
Find content that your audience will think is valuable
Flexibility Based on Data
ê Measurement tools allow the quick collection of data
ê You will quickly know:
• How the audience has reacted to your content
• If the audience is following the calls to action
ê Have to be nimble and react to the flow of social media
• Solid workflows and governance aid nimbleness
Management
Measurement
Tools
Thank You!
Dan Berlin
@banderlin
@madpow
ê Start with user research
ê Understand your goals and the landscape
ê Establish workflow and governance
ê Cultivate your content
ê Interact and engage
ê Be a trusted resource
