Post on 30-Jun-2015
description
Creating and running a campaign Tamsin Hemingray
Consultant Content Strategist
Having a social media plan and the tools to publish and analyse your efforts are essential to begin with, but what happens next? This talk will focus on creating the content that drives your businesses’ campaigns.
(c)Tamsin Hemingray 2011
Five things to remember
• It’s a marathon not a sprint
• Content is everywhere
• You must have a plan
• You need the right people to create and manage content
• Content needs to be where the people are
(c)Tamsin Hemingray 2011
Five questions to tell you how
• Why?
• What?
• When?
• Who?
• Where?
(c)Tamsin Hemingray 2011
IMAGE reproduced via a CC licence, created by Flickr user Mai Le
(c)Tamsin Hemingray 2011
Campaign thinking
Valentine’s Day
Easter Summer sale
Back to school
Halloween
Christmas
(c)Tamsin Hemingray 2011
Benefit
Why?
• Conversation in social places never stops
• Content production has a lead time
• You can only really learn what works by testing and trying
(c)Tamsin Hemingray 2011
Content thinking
Time (c)Tamsin Hemingray 2011
Content is everywhere
IMAGE copyright the European Sperm Bank (c)Tamsin Hemingray 2011
(c)Tamsin Hemingray 2011
Do a content audit
• What do you already have?
• What are you capable of producing?
• What is missing from your network?
• What do people want?
(c)Tamsin Hemingray 2011
Create the right content
Blog post White paper Ebook Video Newsletter
Game Competition Voucher code Real world
event Useful tool
Case study / customer
testimonial Q&A Interview Quiz Infographic
Workshop Map Checklist Research findings
Advice
(c)Tamsin Hemingray 2011
About the right things
What you think
What other people think
Data Events
News People Ideas Changes
Trends Innovation History Problems
Fun Entertainment Sport Work
(c)Tamsin Hemingray 2011
Content production = cake factory
(c)Tamsin Hemingray 2011
You need a plan
IMAGE reproduced via a CC licence, created by Flickr user Dave Sandford
(c)Tamsin Hemingray 2011
What does a content plan look like?
[It isn’t something that you can show on a powerpoint slide . . . ]
(c)Tamsin Hemingray 2011
Blatant plug
Email me at:
tamsinhemingray@gmail.com
and I can send you a template content plan
(c)Tamsin Hemingray 2011
What shapes
the plan?
(c)Tamsin Hemingray 2011
What are your ingredients?
• Your business goals • Your customers’ needs and interests • Realism – how much time and budget have you
got? • Ideas and creativity • Things you want to test out • Which networks do you want to be most active
in? • What can you create yourself? What can you
curate from elsewhere?
(c)Tamsin Hemingray 2011
Use the Google Insight tool
• To help plan when to talk about things http://www.google.com/insights/search/
(c)Tamsin Hemingray 2011
Use the Google Keyword tool
• To understand the language that people are using to make your content easier to find https://adwords.google.com/select/KeywordToolExternal
(c)Tamsin Hemingray 2011
Get the right person to do the job
A Content Editor and
Community Manager
Has KPIs directly
related to content
Manages the plan
Has the time to do it
Can write and edit
Isn’t afraid of social media
Has a great network already
(c)Tamsin Hemingray 2011
Where will you put your content?
Attention does not flow evenly through the web
(c)Tamsin Hemingray 2011
The M&S Dinosaur
• In the letter to Bill: 1 person
• On Bill’s blog: 100s
• On M&S blog: 1000s
• On Guardian / Daily Mail: 10ks
• On Twitter / Facebook: 100ks
(c)Tamsin Hemingray 2011
M&S Facebook page
(c)Tamsin Hemingray 2011
M&S Twitter feed
(c)Tamsin Hemingray 2011
M&S Stories blog
(c)Tamsin Hemingray 2011
Five things to remember
• It’s a marathon not a sprint
• Content is everywhere
• You must have a plan
• You need the right people to create and manage content
• Content needs to be where the people are
(c)Tamsin Hemingray 2011
Thank you for listening
tamsinhemingray@gmail.com
contentmalcontent.posterous.com
(c)Tamsin Hemingray 2011