Curating & Creating Content

for Social Media

Why is GOOD content important?

#Social4Good

@terrylozoff | @socialmel

Good content produces results •  56% of those that support nonprofits on the Social Web

confirm that compelling storytelling is what motivates them to take action on behalf of nonprofits

•  61% of consumers say they feel better about, and are more

likely to buy from, a company that delivers custom content.

Good content cuts through

•  86% of marketers are using content marketing to attract or engage customers

•  Changes Facebook has made over the past few months has resulted in an estimated 44% decrease in organic reach for brand pages

•  Interesting content is one of the top 3 reasons people follow brands on social media.

What is social content?

#Social4Good

@terrylozoff | @socialmel

Social content, in all of its beauty •  Short-form written (tweets, facebook posts, etc) •  Long-form written (blog posts, articles, etc) •  Photography (custom/stock) •  Images and graphics •  Facebook applications •  Pinterest boards •  Vine/Instagram videos •  Long-form video •  Infographics •  Podcasts •  Conversations •  Comments •  Check ins •  Likes •  …and so on.

What content is right for

my organization?

#Social4Good

@terrylozoff | @socialmel

The content that’s going to tell your story

best.

The content you have access to

Local  Happenings  

Pop  Culture  

Partners  

Industry  News  

UGC  

Employees  

Founders  

Fundraisers  

Events  

Company  Blog  

The resources you have

There is a lot that goes into curating and creating content for social. In an ideal world, you would have access to all of the following skill sets: •  Research •  Curators/Social Listeners •  Copywriting •  Design •  Editorial Planning •  Photography •  Videography •  Organization-related expertise

How do I organize and

plan content?

#Social4Good

@terrylozoff | @socialmel

Editorial Calendar The editorial calendar is the tool that will keep you organized and on track as you move from strategy into activation. •  Annual Calendar: All of the important dates, milestones,

events, etc. throughout the year.

•  Monthly Calendar: A tool to use every month in planning your content.

Monthly Content Brief

10 content tips and ideas

to communicate your story and engage

your audience

#Social4Good

@terrylozoff | @socialmel

Value-Driven: Provide tips, utility

Fundraising: Get creative

Fundraising: Real time & reactive

Fundraising: Real time & reactive

Real time: trending topics

Real-time: Planning your reaction

Donor Impact: Show off results/actions

Education: Share stats/shine a light

UGC: Encourage it/Reward it

92% of consumers say they trust earned media, such as social media, word of mouth, recommendation from friends and family, above all other forms of advertising

Create a sense of exclusivity

Channel Specific: Take advantage of features

How do I engage my audience beyond a

single piece of content?

#Social4Good

@terrylozoff | @socialmel

Mini Campaigns: For the love of Moxie

•  5-day Valentine’s Day themed contest inspired by a fan •  Sent a case of Moxie •  40 photo entries, 430 likes, 80 shares, 28 comments

Interactive Campaigns: Involve your

community

Cross-Channel: Think integrated

Cross-Channel: Think integrated

Campaign Tools: Pagemodo

What content trends do I need to be aware

of for 2014?

#Social4Good

@terrylozoff | @socialmel

Content Trends in 2014 •  Less “random acts of content” •  Move from quantity to quality

•  Mobile-friendly

•  Move toward value-driven

•  Cross-platform storytelling

•  More integration with physical consumer touch points

Questions?

Follow us on Twitter!

GY&K Antler:

@antleragency / @gykmarketing

Terry Lozoff: @terrylozoff

Melanie Cohn: @socialmel

GY&K Antler