Post on 22-Nov-2014
description
Social Media
Editorial CalendarTools for efficiency & efficacy
Designated Editor Speaking Series
Suzanne McDonald | Content & Social Strategist
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Yankee IABC Experts Series
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6 years Page 1
Masters in Journalism & Mass Communications BA in Journalism
Social Media Strategies professor
suzanne’s experience
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Paid media vs. owned media
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Challenges we’ll address
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o What should an editorial calendar look like?
o How to discover influencers?
o How to be as efficient as possible?
o How to measure and boost ROI?
o How to integrate across platforms?
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4 elements of social media planning
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Stage 1 Your audience & keywords
Stage 2 Find & leverage the right tools
Stage 3 Integrate social media channels
Stage 4 Social media optimization & metrics
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All-in-one platform tools
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Stage 1 Audience & influencers
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o Who might be your best advocates? o What are their defining characteristics? o What are they looking for? o Are you using the right vocabulary?
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WordPress is free & versatile
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Keywords: Your prospects’ vocabulary
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Keywords: Your prospects’ vocabulary
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Keywords: Include in Titles and Descriptions
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who is your audience?
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Influencer-finder tools
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who is your audience?
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Earned media placement tool
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Other influencer tools to consider
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Stage 2 Use the right strategic tools
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o Editorial calendars
o Blogs: Yours and others’
o Email newsletters
o Search marketing best practices
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Editorial calendars
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Blogs cited as least expensive for B2C & B2B
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Tools to drive blogs & content
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Multimedia blog
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http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
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who is your audience?
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Stage 3 Integrate social media channels
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o Claim social profiles
o Determine most relevant social channels
o Monitor, engage & integrate
o Understand sentiment analysis
o Weave your content across platforms
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Bruno Maia, IconTextohttp://www.icontexto.com
Integrate appropriate social media channels
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oProvide sneak-peeks & previews
oCreate conversations & contests
oConduct polls & ask questions
o<250 characters = 60% more Likes
oPhotos & video = 2x engagement
Creating Facebook updates
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• Towns & cities
• Education
• Gender
• Marital status
• Interests & Likes
• Age
Targeting ads
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tactics
Discover major companies with Search
Categorize prospects with Tags
Participate in Groups specific to your industry
Contribute your expertise with Answers
Find and Connect with key influencers
Host or attend an Event and share it
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Skills & Expertise page
Auto-suggestions
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Lingering questions
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www.emarketer.com/Article.aspx?R=1008929
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Show your expertise visually or curate others’
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QR codes: How to make ’em
http://mashable.com/2011/07/23/creative-qr-codes/
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who is your audience?
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who is your audience?
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Stage 4 Social media optimization & metrics
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o Be more efficient
o Be more effective
o Optimize for performance
o Calculate your ROI
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who is your audience?
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Stage 4 How are we doing?
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Engagement & Relevance
Facebook Insights
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Google Analytics: soon + social
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who is your audience?
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More efficient & effective
Longer-lasting vs. paid media
Now you’ll know what’s working
Reduced customer service costs
Understand & relate to clients
Your clients see your team as experts
Broader brand-building boosts awareness
Benefits of social media planning