The Importance of Content
and Strategy in Social Media
in 2014Krystian Szastok, Senior SEO Manager
06/02/2014
Twitter: @krystianszastok | Web: krystianszastok.co.uk2
Social Media Issues
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Social Media Issue #1
Metrics: CEO/MD don’t care about retweets, Klout score or FB likes
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Social Media Issue #2
Lack of good content: Dry content resulting in updates getting low engagement
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Social Media Issue #3
Personas and community: Really knowing the audience -personas
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Social Media Issue #4
Conversions: Social Media doesn’t sell/generate leads
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Solution:Content Strategy
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Why Strategy
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How to prepare the strategy
http://www.socialmediaexaminer.com/26-tips-to-create-a-strong-social-media-content-strategy/
1. Deciding on metrics1. Make sure there are many KPIs and mini conversions 2. Do not just report on total amount of followers3. Report on reach, exposure and audience growth
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Understanding the audience
Really understand who you market to – social listening.
Then your content will be shared.
http://moz.com/blog/personas-understanding-the-person-behind-the-visit
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Owned, Earned and Paid media together -
promote
http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
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Visualise the data – turning dry niches wet or
moist. Noone gets excited by tables of dry data – you’re social, make your data social.
http://krystianszastok.co.uk/how-to-visualise-twitter-data-in-5-minutes-for-free-without-programming-knowledge/
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Measure the results
Analytics and last touch conversions not enough.
1. Use analytics as a guide
2. Get advanced multi-touch tracking software in place
1. Analytics Multi Channel Funnel
2. Infinity call tracking
3. DoubleClick from Google
No perfect solution currently – watch this space.
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Solution:Content
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Big Content Idea
1. Relevant to the audience – will they care?
2. Researched (don’t just think up an idea and create content because you think it’s cool)
3. Multi device – tablet/mobile tested
4. Multi format – ebook into a podcast into a video into an infographic into a pdf into a blog post/series
5. Multi channel
6. Sponsored traffic
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Big Content Idea – first idea usually fails
1. It’s okay to fail
2. Learn what went wrong
- Get more feedback
- Rework the strategy
- Present the learnings to the client
- Get up, dust off, make another piece of content. If first idea succeeds – again, take the learnings and make 5 even
better ideas! Don’t be a one trick pony.
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Big Content Idea - Examples
Game of Thrones snowflake patterns –
http://www.kryshiggins.com/free-game-of-thrones-inspired-snowflake-patterns/
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Big Content Idea - Examples
Slim your wallet - http://bellroy.com/pages/slim-your-wallet/
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Big Content Idea - Examples
Desirable Body - http://www.desirablebody.co.uk/hero/
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Solution:Community building
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Community building
http://mackwebsolutions.com/guide-to-building-online-communities/
Your community is your repeat audience – is your return visitor – is the future customer.
Remarket to them, email them, groom them and they’ll be your brand advocates.
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The end – credits for memes
Credits:
http://www.searchenginejournal.com/seach-meme-monday/47271/
http://siliconrepublic.com/careers/item/33553-career-memes-of-the-week-s
http://shaneatkins.co.uk/2013/03/09/17-social-media-memes-that-will-make-you-lol/
http://makeameme.org/meme/WANNA-TAKE-A-culhxu
http://momentumbooks.com.au/blog_tag/data/
Visit www.jellyfish.co.ukFollow me at twitter.com/krystianszastokOr visit my website krystianszastok.co.uk
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