Content Strategy for Social Media

astridhaug.dk @astridhaug #sigdukanlimig

Let’s Give Them Something to

Talk About

- Content Strategy for Social Media


Typical process

Selecting social networksStrategy for social media


Why content?The algorithmsAds and SEO

Great content lasts longer



The strategy gives a common focus and a point of direction. So when you’re lost in the social media jungle you can go back to the

strategy and say: Ok, this is the way we want to go.

Let’s give them something to talk about - content strategy for social media

Strategy


Model for…



PurposeSWOT Golden Circle


Flathead – a weird fish swimming

against the stream to find new and different ways.


Speak properly

Sender-orie

nted

Network-orie

nted

Buy our product

Learn about our business

We talk about our passion

How can we help you with your passion?

How can we change the

world together?

Get 3 for the price of 2

Meet our employee

We’re passionate

about a course/topic

Nike+nemlig.com

Silvan


Call me Aarstiderne

Value Levels


ContentPlan &

MeasureOrganise

Purpose

Relevance


What you want to say What they want to hear

You Users

Relevance

Relevance


What do we know about our users?

digital behaviou

r

language codes

sex age interests

“We want to be

experts on sleep”

They know their users well:

DaneAge Association


Plan & Measure

OrganisePurpos

eRelevanc

e

Content


• Tells a story

• Is visual

• Is relevant, surprising, entertaining, emotional, important

• Helps people do something

• Has the right timing

The great content


#emotional #visual #storytelling


Content triangle

NEW EXISTING

OTHERS


Existing content


Where does content come from?

Calendar

Video

Photos Newsletter

Homepage

Magazine


Content of others

CONTENT CURATION

videos

blogs

articles



Content of others: Social media takeover

• engagement

• authenticity

• expands network


New content


New content

New content: Newsjacking


Content OrganisePurpos

eRelevanc

e

Plan & Measure


Content plan


ProjectsAnnivesaries Conferences

Internal factors:

External factors:

Celebratory days & holidays Events

Weather/seasons2015

FALLWINTER

SUMMERSPRING

Annual calendar


Measure

sale

svisibility

customer satisfactio

nb

rand

ing


Ask employees

Ask customers

RessourcesTime spend

Less complaintsEmployees on social media

EngagementUsersTrafficSale

Signups

Experiencedbehavior

Registered behavior

Internal

External

A lot we can measure


Why measure?1. To make sure we are on the right track

(purpose)

2. Do we spend our time right? (prioritize)

3. Compare social media with other activities

4. Motivation

5. Makes social media visible in the organization


ContentPlan &

MeasurePurpos

eRelevanc

e

Organise

Content strategy

Internal communicatio

n

Content editor

Webmaster

Motivation?

Leadership

HR employee

Internal experts

Who do you need to help you out?


Remember these people…


Find your purpose

Be relevant to your users

Create great content


Embed it in the organization

Plan & Measure


Contact:

astridhaug.dkTwitter @[email protected]

Date post:	25-Jun-2015
Category:	Social Media
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