Date post: | 12-Jan-2015 |
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Marketing |
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#SMX #22B @Karianne
12 TIPS FOR A THRIVING SOCIAL
MEDIA EDITORIAL CALENDAR
#SMX #22B
KARIANNE STINSONMEDIABRANDS PUBLISHING
#SMX #22B @Karianne
KARIANNE STINSONDIRECTOR
MEDIABRANDS PUBLISHING
@Karianne
#SMX #22B @Karianne
Plan for Your Success
Plan all your social media marketing efforts, not just your blog posts.
#SMX #22B @Karianne
1. Know Your Social Media Marketing Strategy
Your business goals should always be the driving force behind your social
media strategy.
Drive awareness of brand
by engaging in
conversations and
leveraging existing and
new partnerships for social
sharing.
# of Social Channel fans, #
of new fans, # of RTs and
shares, # of mentions in
tweets, # of mentions by
core partnersCommunity Growth
By August 1, 2013
30,000 Likes
By August 1, 2013
41,000 Followers
Connect social content
and channels to amplify
campaign, digital, and in
school activities.
Referral traffic to .com, #
of email sign-ups via
social, # of link clicks Referral TrafficBy August 1, 2013
25,000 referrals
Engage to build a healthy,
supportive dialogue with
youths
# of wall posts, # of
likes/@replies, # of
comments, active
participants, # of DMs on
FB/TW
Engagement Rate
Maintain an
average of 12%
Maintain an
average of 3%
KPI TargetsGrowth KPIsSample MetricsSocial Goal
#SMX #22B @Karianne
2. Set Goals and Metrics
Goals should be identified and metrics set within the editorial calendar.
Channel Time Goal Copy Image Metric
Mon 9/30/2013
Facebook 9:00 AM Drive
Awareness
Facebook's earnings call sent the
markets (and advertisers spinning as
stock prices climbed, then fell. Beyond
the financials, what are the numbers
that caught our attention? Well, let us
show you.
<link to FB
earnings
infographic>
# of likes and
comments
G+ 10:30 AM Engage
Community
Facebook's earning call was packed
full of numbers. Here are some we
found interesting. What stood out most
to you?
<link to FB
earnings
infographic>
# of comments
Twitter 7:00 AM Drive
Awareness
1.19B Monthly Active Users, #Mobile
stats (+more) in our #FBEarnings
Infographic.
<link to FB
earnings
infographic>
# of views of
infographic
Twitter 6:00 PM Engage
Community
Do you prefer videos or photos from
your favorite brands? - Top 10 Most-
Shared Brands on Instagram Video
<Link to AdWeek
article>
# of replies or
retweets
Instagram 4:00 PM Engage
Community
It's a RUFF day at the office! <Cute dog pic> # of likes and
comments
#SMX #22B @Karianne
3. Know Your Audience
Be clear about the audience you want to reach for each channel and make
sure the content is created with the audience in mind.
#SMX #22B @Karianne
4. Visualize Your Calendar
Use a whiteboard for your editorial calendar so you have a visual reminder
and you can make adjustments easily.
#SMX #22B @Karianne
5. Work Collaboratively as a Team
Bring in other departments and stakeholders into the planning process.
People are more likely to support what they help create.
#SMX #22B @Karianne
6. Know What Content Your Target Audience Likes
Create content that resonates best with the specific audience on each social
channel.
#SMX #22B @Karianne
7. Know What Time Works Best
Shareablee Social Loyalty Platform - Retail Category
Target the best time and day for your audience and each individual social
media channel.
#SMX #22B @Karianne
7. Know What Time Works Best
Get stats about when your Twitter followers are online and active
http://www.tweriod.com/
#SMX #22B @Karianne
8. Plan for Special Days and Events
Plan ahead for holidays, industry events or popular culture events.
#SMX #22B @Karianne
9. Assign Content to Specific People
Make sure each person knows what they are expected to deliver and the due
date.
#SMX #22B @Karianne
10. Review the News Daily
Social media marketers should pay attention to current events and what is
trending on social channels.
#SMX #22B @Karianne
11. Your Editorial Calendar is a Living Document
Your editorial calendar will change, so use a platform that allows for easy
adjustments by various team members.
#SMX #22B @Karianne
12. Measure Success, Rinse and Repeat
If a piece of content didn’t meet your goals, try to figure out why and how you
can improve the content in the future.
Best time
to post
Measure
post
success
against
metrics
What type of
content
received the
most
engagement
#SMX #22B @Karianne
Putting it All Together
Know Your
Strategy
Set Goals
and
Metrics
Know Your
Audience
Visualize
Your
Calendar
Work
Collaboratively
Know
What
Content
Works
Know What
Time Works
Plan for
Special
Days and
Events
Assign
Tasks and
Deadlines
Review the
News
It’s a
Living
Document
Measure
Success
#SMX #22B @Karianne
www.kariannestinson.com
@Karianne
Thank You!