How to manage your social media content strategy, presented by Kevin Hunt

SOCIALMEDIA.ORG/SUMMITORLANDO

How to manage your socialmedia content strategy

KEVIN HUNTGENERAL MILLS

DECEMBER 9–11, 2013

December 10, 2013 #brandsonly

KEVIN HUNT Social Media Manager, Global Communications General Mills

@kevin_hunt

How to Manage Your Social Media Content Strategy

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4 keys to your content strategy

• Sourcing great content

• Determining which platforms to focus on

• Developing your content calendar

• Making adjustments to your program

@kevin_hunt #brandsonly

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Sourcing great content


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Build your foundation

• Establish your goals

• Sell your content program internally

• Weekly social team editorial meeting

• Monthly global editorial meeting

• Daily social team/department huddle


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Identify employees as resources/writers

• Establish contacts within brands/divisions

• Develop a blogger program


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@kevin_hunt #brandsonly #digitalpr

• Provide blog post guidelines

• Conduct blog writing workshops

• Assignments

• Consider an internal community

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Repurpose and reuse

• Do a content audit

• Monitor brand/division blogs and sites

• Monitor brand/division social properties

• Choose from your own content


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Look to the marketplace

• Daily social listening/Ask your audience

• What is Consumer Services hearing?

• What is Sales hearing?

• Establish a blogger/influencer network

• Work with your partners/customers


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Determining which platforms to focus on


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Factors to consider

• Time/resources

• Evaluate what your audience is looking for on that specific platform

• Evaluate how and when your audience engages on that specific platform


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Blog

• Do you have the time/resources to launch and maintain a blog?

• Determine your preferred blogging frequency

• Who are your contributors?

• Establish/modify your approval process


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Blog.GeneralMills.com

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Curated site

• Will it be automated or manual?

• Where will you pull content from?

• Using 3rd party content?

• Legal considerations


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GeneralMills.com/ChannelG

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Social channels


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External sites

• Identify places to showcase your content

• What types of stories do you want to share?


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Pay attention to platform results

• What are people engaging with?

• What is working?

• What is not?


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Developing your content calendar


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Idea Dashboard

• An ongoing list of ideas that map to your business objectives and company/brand purpose

• Consider ideas that: - Take your audience behind-the-scenes - Are meant to spark engagement - Are evergreen - Are based on events


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Editorial and content creation calendars

• Consider a shared calendar (Google Drive, Sharepoint, etc…)

• Start with the editorial calendar – Focus on long-range ideas first (by quarter)

• Determine best contacts/writers/producers for each idea

• Once assigned, manage the progress and approval in your content creation calendar


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Making adjustments to your program


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Look at your analytics daily

• What content is most popular? Least?

• Track search terms bringing people to your blog/site/platform

• What are your sources of referral traffic

• Monitor desktop and mobile traffic/usage


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Be open to trying something new

• Hangouts/live events/chats?

• User-generated content?

• Live events with influencers?


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Be open to ending something

• Lack of audience engagement

• Lack of audience growth, over time


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Final points

• Promote and demonstrate your company/brand purpose in everything that you do

• The engagement habits of your audience will change

• Be interesting!


Questions? Kevin Hunt Social Media Manager Global Communications General Mills [email protected] @kevin_hunt

SOCIALMEDIA.ORG/SUMMITORLANDO

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How to manage your social media content strategy, presented by Kevin Hunt