Date post: | 13-Apr-2017 |
Category: |
Social Media |
Upload: | betsy-decillis |
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Today’s Agenda• Who am I?• Owned versus shared content• Why you’re creating content?• Who you’re creating content for?• What content should you create?• How to promote content?• Social networks & tools
Betsy is…
Owned Content
• Content that is housed on sites that you own.
• What you put on your blog, website, etc.
Shared Media
• Content that you put on a website you don’t own.
• Anything that you put on Facebook, Twitter, Instagram, etc.
Owned Versus Shared• Get your owned content
together before you work on your shared. – It’s where business
happens.– Search engines are just as
important as social.
How to Use Shared Content
• Hub & Spoke Model
• The *New* Publish Everywhere Model
Why are you creating content?
• Why are you marketing via social media?• What looks like
success to you?• Measure your
progress against these questions.
Who are you creating content for?
• If you don’t know who your audience is, you won’t know what kind of content will hit home with them or what kinds of advertising you should invest in.
• You will be wasting a lot of time & money.
Your Audience• What age are they?• Predominantly male
or female?• What other interests
do they have?• What motivates
them?• What are their goals?• What are their
challenges?
Example Audience• Buyer persona of a mom• Age is 25-45• Interests are around
children’s TV shows & characters
• Motivation is finding balance & being a better mom
• Goal is to lose weight & take time for themselves
• Challenges are time & childcare
Identify Your Superfans• They already
love you. • They will share
share share.• You can
partner with them.
Example Superfan
• Maria• She’s in her late 20s• Her favorite networks
are Twitter & Instagram
• Motivated by photography & posts about where she works
What content should you create?
• Small content–Should be as specific as possible–Creates more content & is more relatable
What content should you create?
Your audience challenges:• Time
• Childcare
What content should you create?
Your audience goals:• Lose weight
• Taking time for themselves
What content should you create?
Your audience motivations:• Finding balance
• Being a better mom
What content should you create?
Superfan’s motivations (on favorite network):• Photography
• Place of employment
User Generated Content
• How to find it:– Hashtags (your own &
others)– Twitter Lists– Facebook pages– Feedly
• Be sure to ask for permission
• Attribute Attribute Attribute
User Generated Content
• Superfans
• Local Partners
• Influencers
User Generated Content
Local Partners & Influencers• They can create content for you.• Or you can repost their content.
Behind-the-Scenes
• What goes into your business?• What fun things happen in your office?• What decisions can your fans help with?
Look at Your Google Analytics
• What content has succeeded before? Can you repurpose it?
• What are people searching for on your site?
Promote Your Content• If you build it,
they will not come.
• According to Kissmetrics, 30 billion pieces of content are added to Facebook a month.
Promote Your Content• Build a tribe. – Your tribe is in
this room. • Share, like,
comment and interact.
• Use email.
Facebook• Look at your
analytics. –What times are your
fans on?– Is your audience full
of people that actually do business with you?
–What posts have worked for you in the past?
Facebook• How should you
post?– Don’t hit that share
button.– Ask a question. – Have your post topics
connected to the time of day.
– Post images, not links.– Invest in video.
Facebook Advertising• Doesn’t have to be
expensive.• Should be used to
support your successful content.
• Should be targeted to one of your personas.
Instagram• Hashtags are your
BFF. –Create your own
hashtag. –Put it on an image
from time to time.– Interact with other
hashtags.
Instagram• Interact with your
fans. –Go on photowalks. – Invite local
photographers to your business.–Reshare their
photos with attribution.
Instagram• Learn photography–You don’t have to be
a great photographer but you have to want to get better.–Create something
beautiful.–Get into
uncomfortable positions.
Twitter• Listen–Twitter Lists for superfans
& people that create relevant content.–Twitter Lists for those that
you want to write about you.– Follow relevant local
hashtags and those relevant to your industry. –Search your name &
competitors’ names.
Twitter• Jump on in–Images increase your engagement.–Answer questions from your lists & searches.–Don’t over-promote.
Resources• Evernote• Dropbox• Canva• WordSwag• Feedly