Content Strategy презентация

alignment, alignment
Corporate Branding
Business Objectives
Marketing Objectives
Situation Analysis

marketing strategy
Integrated Marketing Communication (IMC)
Consistent tone and branding across all platforms
Timeliness is key—hint: #trending

editors to work together
Avoid scheduling conflict and content overlap
Address marketing and business objectives

lots of studying (of course!)
Corporate Objectives
Tell the “Berkeley story”
Promote “Reaching further”
Increase reputation, admissions, selectivity
Increase interested students and applications

followers
Tell the “Berkeley Story”
Communication pipeline to students
Promote student UGC
5C’s
Customers: Current, Prospective, Alumni, Parents
Collaborators: Admissions, Student Orgs, External, Administration
Competitors: Harvard, Stanford, UCLA, UCI
Company: Social Media Strategist and Consultants, Public Affairs
Context: More students are on social media now than in the past

Berkeley quirkiness
Showcase pride and ranking
Communication from administration

alignment are important
Marketing frameworks can also be applied to social media marketing:
5C’s of Marketing Strategy
AIDA: Attention, Interest, Demand, Action
SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats
Food for thought on case study…
Harvard / Stanford content strategy vs. UC Berkeley?