of Storytelling
UW Certificate in Storytelling and Content Strategy
Feb. 24, 2014
Suna Gurol
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Content Strategy & Social Media: A Symbiotic Relationship презентация
Содержание
- 1. Content Strategy & Social Media: A Symbiotic Relationship
- 2. What do you think about social media?
- 3. Social Media is #1 Most popular content channel tactic for brands
- 4. #1 and rising
- 5. Social Media - in a nutshell Mouthpiece,
- 6. Symbiotic relationship Without great
- 7. Partnering with social media strategist
- 8. What to do for success Define Goals
- 9. Goals Identify what the goals are --
- 10. Audience Who are you trying to reach?
- 11. Baseline Get a baseline of likes, followers,
- 12. Short and Visual Brainstorm of how to
- 13. Location, location, location Identify what social media
- 14. Dialogue Be prepared to have an online
- 15. Measure, rinse and repeat Feedback - likes,
- 16. Social Media - The Good
- 17. Social Media - The Bad
- 18. Social Media - The Unexpected
- 19. Mutual Benefit Society Social Media can inform
- 20. Remember - social media is FUN! That's why everyone does it
- 21. Thank you! Suna Gurol Communications suna@sunagurol.com
- 22. Credits Resources: Social media image sizes for
What do you think about social media?
Слайд 5Social Media - in a nutshell
Mouthpiece, but not a monologue
In the
best world there is a relationship, community and dialogue
Speed! Real-time!
Disappearing content!
Branding
Real measurement
Speed! Real-time!
Disappearing content!
Branding
Real measurement
Слайд 6Symbiotic relationship
Without great content social media has no purpose
Without social media
your content will be limited in its reach
Слайд 8What to do for success
Define Goals
Identify Audience
Establish Baseline
Short and Visual content
Dialogue
Monitor,
measure, rinse
and repeat
Слайд 9Goals
Identify what the goals are --
To get people to the website?
To donate?
To register?
More likes/follows?
Brand awareness?
Needs to support the business but also connect with the audience.
And make sure everyone - from C-suite to Marketing Assistant - is in agreement about the goals!
Слайд 10Audience
Who are you trying to reach?
Is it a new or existing
audience?
If existing audience, what do you know about them?
Facebook insights
Web searches
Audience surveys, usability studies, donor/custom profiles, etc.
How do you connect with them?
If existing audience, what do you know about them?
Facebook insights
Web searches
Audience surveys, usability studies, donor/custom profiles, etc.
How do you connect with them?
Слайд 11Baseline
Get a baseline of likes, followers, average post likes/shares/comments, and current
sales/donations, clicks BEFORE you put up your content.
Review after campaign to see how audience responded.
Review after campaign to see how audience responded.
Слайд 12Short and Visual
Brainstorm of how to present your content in different
ways - messaging is different on every platform
Short stories - Think how to impart your message in 140 characters
Visually - What kinds of images will work with this content? Remember - social channels LOVE square images.
Short stories - Think how to impart your message in 140 characters
Visually - What kinds of images will work with this content? Remember - social channels LOVE square images.
Слайд 13Location, location, location
Identify what social media channels make the most sense
to utilize for the campaign.
Typically Facebook & Twitter, but could also use:
Instagram - visual, time-driven, works great for events, brand awareness
YouTube
Storify - Using a variety of social media & web
Pinterest - photos, infographics
Blog - obviously
LinkedIn
Typically Facebook & Twitter, but could also use:
Instagram - visual, time-driven, works great for events, brand awareness
YouTube
Storify - Using a variety of social media & web
Pinterest - photos, infographics
Blog - obviously
Слайд 14Dialogue
Be prepared to have an online dialogue about your content and
the story on social media.
Good to strategize ahead, however...
The conversations may go in directions that you don't plan for.
Good to strategize ahead, however...
The conversations may go in directions that you don't plan for.
Слайд 15Measure, rinse and repeat
Feedback - likes, shares, comments, RT's.
Who is
responding?
Opportunity - Expand on the content
Keep, refine or pivot the strategy
Opportunity - Expand on the content
Keep, refine or pivot the strategy
Слайд 19Mutual Benefit Society
Social Media can inform the Content Strategy - what
is working
Social Media works best with good Content Strategy
Social Media works best with good Content Strategy
Слайд 21Thank you!
Suna Gurol Communications
suna@sunagurol.com
@SunaG
www.sunagurol.com
(wow that's a lot of "suna's")
Digital,
web and social media strategist
Master in Communication in Digital Media University of Washington
Master in Communication in Digital Media University of Washington
Слайд 22Credits
Resources:
Social media image sizes for 2015: http://blogs.constantcontact.com/social-media-image-sizes/
2015 Content Marketing Trends: http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2C_Research.pdf
Ideal
length for social media and digital communications https://blog.bufferapp.com/the-ideal-length-of-everything-online-according-to-science
Photo credits:
Thinking cartoon face, Todd at Vincere Coaching.
Bee pollinating flower, masaiwarrior via Flickr.
Cartoon targets, businesscoaching.com
Binoculars, Edith Soto via Flickr.
Students with iMac, ©University of the Fraser Valley via Flickr
Social media icons collage, Inc.com.
Baseline - tennis, Successfulworkplace.org
Handshake, Trivia Mania,
Hillary Clinton and Mark Zuckerberg meme, Texts from Hillary http://textsfromhillaryclinton.tumblr.com/
Photo credits:
Thinking cartoon face, Todd at Vincere Coaching.
Bee pollinating flower, masaiwarrior via Flickr.
Cartoon targets, businesscoaching.com
Binoculars, Edith Soto via Flickr.
Students with iMac, ©University of the Fraser Valley via Flickr
Social media icons collage, Inc.com.
Baseline - tennis, Successfulworkplace.org
Handshake, Trivia Mania,
Hillary Clinton and Mark Zuckerberg meme, Texts from Hillary http://textsfromhillaryclinton.tumblr.com/
