View
8.012
Download
2
Category
Tags:
Preview:
Citation preview
Building a Solid Content Strategy
Presented by Cara Friedman
#likeable slideshare.net/likeable
Have A Question?
• Tweet questions to @LikeableMedia or using the hashtag #likeable
• Ask questions on our Facebook page
at fb.com/LikeableMedia
• Use the chat bar in GoToWebinar to ask questions!
#likeable
What’s Inside
• Why Invest In Your Social Media?
• Elements of a Content Strategy
• Case Studies
#likeable
Meet Likeable?
#likeable
Meet Likeable?
#likeable
Why Invest In Your Social Media?
#likeable
Why Invest In Your Social Media?
• Raise awareness, increase retention, and drive leads
• Control, moderate, and get involved
• Identify the positive and turn around the negative
• Gain knowledge and insight through social media
• Allow your brand to exercise the two meanings of likeable
#likeable
Elements of a Content Strategy
#likeable
Elements of a Content Strategy
• Timing
• Tone
• Consistency
• Engaging
• Relevant
#likeable
Timing
• WHEN you post is just as important as WHAT you post
• Your audience is not active all hours of the day
• You want your content to be seen by the maximum amount of people
#likeable
Timing
• Do not overwhelm your audience with content
• Post once a day on Facebook, so you don't take Newsfeed real estate away from users’ friends
• Use analytics to determine best times to engage
• 11am and 3pm have been proven to see high reach
#likeable
Timing
• Tweet no more than once an hour
• Tweets move so fast through the Twitterverse
• It is safe to tweet throughout the day
• Space your posts appropriately
#likeable
Tone
• Tone can be determined with a simple question:
• Do you know who you are talking to?
• Tone is often referred to as the 'voice' of the brand
#likeable
Tone
• Your tone should differentiate your brand from competitors
• Your target demographic sets the basis for the overall tone of your content
• The tone should be established, and consistent throughout your content strategy
#likeable
Tone
• Should your tone be different on different networks?
• Content – YES
• Tone – NO
• Any person on any network should be able to recognize your brand
#likeable
Consistency
• Successful content is consistent
• People need a reason to continuously visit your page
• Consistency on different networks vary
#likeable
Consistency
• Establish a schedule for all content.
• This is most effective when you know what times your audience is active
• You want your message to be the same throughout
• Make sure all your content is in line with your voice
#likeable
Engaging
• Content drives fan engagement, page growth and traffic
• Excellent content is:
• Relevant to your brand and community’s interests
• Fresh and unique
• Expressed in different forms
• Available consistently for your community
#likeable
Engaging
Engaging content:
• Is relatable: Fans want to play!
• Is visual: Infographics/photos/videos
• Has a call to action: LIKE or Comment or Share or Tag, etc.
• Is creative: be unique!
• Is concise: Keep it simple, stupid!
#likeable
Relevant
• Cut through the clutter
• People interact with different forms of media with different content every day
• Presents a challenge for the audience and for brands
• Add value to the conversation
• Social conversation audit
#likeable
Relevant
Position the brand as a trusted resource
• Use owned media channels as a resource to share information
• Allows direct communication with your audience
#likeable
Relevant
Consumers want firsthand knowledge about your brand:
• Release dates, product enhancements, service changes, etc.
Relevant content is authentic and more believable
• Being authentic is a consumer expectation
#likeable
Relevant
Listen to your customers!
• Ask them what they want to know
• Leverage the data you receive to build strategy in the future
• See what’s worked before (most likes, shares, comments)
• Reuse most successful posts in new ways
#likeable
No Content
Get it?
No Content
• Don’t let your page be a ghost town
• You have to give to get
• Post often
• Provide value
• Always think Shareable!
Case Studies*
#likeable
*The following case studies are Likeable
Media clients.
Pendaflex
#likeable
Entenmann’s
#likeable
Corkcicle
#likeable
Extra Space
#likeable
Hpnotiq
#likeable
Things Remembered
#likeable
The Pampered Chef
#likeable
Need Help?
• Likeable creates custom social media trainings for your organization
• For more information on social media training email Cara at cara@likeable.com
• Email TODAY and get a Bonus E-Guide for Likeable Social Media
#likeable
Don’t Forget To Vote For…
#likeable
• Nominate your favorite brands at http://bit.ly/votetop40
• Hosted by Dave Kerpen
• July 31st, 2PM ET
• Register today:
http://bit.ly/LikeableTop40
Contact Us/Thanks/Grand Prize!
#likeable
cara@likeable.com Likeable.com Fb.com/LikeableMedia Twitter.com/LikeableMedia 212-660-2458 240 W 37th Street NY, NY 10018
Recommended