Plan Your Content Strategy BEFORE

your Social Media Strategy

Ahava Leibtag, PresidentAha Media Group

Social Media Strategies Summit

April 29 2015

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Who said?

Two roads diverged in a wood, and I—I took the one less

traveled by, And that has made all the difference.

One small step for man, one giant leap for mankind.

Four score and seven years ago our fathers brought forth on this continent, a new nation,

conceived in Liberty, and dedicated to the proposition

that all men are created equal.

A long time ago, in a galaxy far far away…

Great relationships begin with great conversations.

Great conversations begin with great content.

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Relationships

ConversationsContent

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Great relationships

Great conversations

Great content

What is content?

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Content Formats• Written articles• Podcasts• Video• Photographs• Infographics• Slide Shows• Whitepapers• Polls/Survey data

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vs.(don’t get confused)

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Content Delivery Tools• Websites• Blogs• Newsletters• iTunes• YouTube• Facebook• Twitter• Slideshare

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About Distribution.

Defining Content Strategy

Content Strategy:• Align with business objectives• Support users in accomplishing tasks

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Business Goals

User Tasks

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Content Strategy Has 3 Parts1. External Messaging: Answer the 5 essential questions

2. Internal Workflow: How do we create a repeatable, sustainable content lifecycle?

3. Technological Delivery of Content: How do we control the display and delivery of content?

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#1: Editorial/Brand

All organizations need to know:1. To whom are you talking? 2. Who are you? 3. What are you trying to say? 4. How do you say it? 5. Where and where do you say it?

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#2: WorkflowThey also need to know:Internally who is responsible for all the different phases of a content strategy?

• Plan• Create• Publish• Distribute• Analyze• Govern

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#3: Technical Display/Delivery of Content

• XML• DITA• Metadata• Structured content• Adaptive content• Content modeling

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Answer what you want to say BEFORE

you decide where to say it.

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To whom are we speaking?

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To whom are we speaking? Who is our customer?

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Personas

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Customer Journey Maps

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Who are we?

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Who are we? Who is our brand?

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Who are we?: Identity PillarsCurrent Identity Pillars Future Identity Pillars

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FOR EXAMPLE

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Identity PillarsCurrent Identity Pillars Future Identity Pillars

CHEAP

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Identity PillarsCurrent Identity Pillars Future Identity Pillars

CHEAP AFFORDABLE

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What are we trying to say?

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What are we trying to say? Messaging Architecture

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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging

CHEAP

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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging

CHEAP AFFORDABLE

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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging

CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.

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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging

CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.

• Our prices are consistently 20% lower than other retail chains

• Robust coupon program

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How do we say it?

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How do we say it? Voice and Tone

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Voice and Tone

We are:sophisticated innovative academic

friendly fun important smart differentfunny hipster sarcastic sympathetic

empathetic awesome helpful convenient

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Voice and Tone

We are:sophisticated innovative academic

friendly fun important smart differentfunny hipster sarcastic sympathetic

empathetic awesome helpful convenient

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Voice and Tone

We are:sophisticated innovative academic

friendly fun important smart differentfunny hipster sarcastic sympathetic

empathetic awesome helpful convenient

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When and Where Do We Say It?

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When and Where Do We Say It? Editorial Calendar

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Editorial Calendar

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What makes great conversations?

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Great Conversations

1. Listen first

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Great Conversations

1. Listen first2. Let the other person talk about themselves

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Great Conversations

1. Listen first2. Let the other person talk about themselves3. Emphasize similarities

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Building a Social Media Strategy

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Key to Building Strong Social Media Communities

Promote

Listen

Interact

Share

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Great Relationships Begin with Great Conversations

Great Conversations

1. Listen first2. Let the other person talk

about themselves3. Emphasize similarities

Great Communities

Promote

Listen

Interact

Share

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Measuring ROI

Business Goals

User Tasks

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Measuring ROI

Content Strategy

1. Can people find the information they need?

2. Can they make decisions based on that information?

3. Do they trust your brand?

Social Media

1. Can people interact with your brand?

2. Can they make decisions based on that information?

3. Do they trust your brand?

Thank you!Ahava LeibtagAha Media Groupwww.ahamediagroup.com

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