Social Media Alchemy: A Plan To Turn Content into Social Gold
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Social Media Alchemy a plan to turn content into social gold Andy Swindler 5/25/14 Andy Swindler President, Astek President John Armstrong Account Director, Astek
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Presentation at ASBPE on 7/25/2014 on Social Media Plan with Editorial Calendar Example.
Transcript of Social Media Alchemy: A Plan To Turn Content into Social Gold
Socia l Med ia A lchemy !a plan to turn content into social gold !
Andy Swindler
5/25/14
Andy Swindler!President, Astek
President
John Armstrong!Account Director, Astek
Purpose of Social Media
! Relevant ! Educational ! Compelling ! Entertaining
To be…
for the reader.
HOW
Purpose of Social Media
! Reach ! Engage ! Nurture ! Activate
To…
customers for the business.
WHY
A Social Media Program
! What are the problems your customers are trying to solve?
! What does your customer need most? ! Where in the lead funnel are they? ! What technologies are they using to find you? ! How are people using your content? ! What are the demographics?
Build your customer personas… WHO
A Social Media Program
! Where is your audience? ! Which personas are on that channel? ! What do they need/want? ! Does this channel…
Build your channel strategy
! Reach? ! Engage? ! Nurture? ! Activate?
WHERE
A Social Media Program
! Create consistency ! Organize resources ! Have a high view of key topics ! Help generate ideas ! Visualize your marketing strategy ! Act as a communication tool for team members ! Be a tool to make strategy changes easier
Now create a plan that will…
Editorial Calendar!It’s the lynchpin to your entire content strategy… a plan for resources, curation, creation, collaboration and promotion.
Editorial Calendar!
! Quarterly goals ! Selling cycles ! Seasons ! Holidays ! Events
! Product Launches ! Deadlines ! Company goals and
benchmarks ! Metrics / KPIs
Annual View:
Editorial Calendar!
! Titles / Descriptions ! Content Type (case
studies, white paper) ! Producer / Author ! Editor
! Target Audience
! Distribution Channel (social, email, ads)
! Promotion Campaign ! Metrics ! Keywords ! Images
Monthly View:
From Calendar to Creation Make free content with social media top of mind
! Imagery, infographics (visual platforms) ! Short form articles (blogs) ! Long form (lead capture) ! Segmented long form (blog series, e-book) ! Interviews, guest authors (all) ! Presentations (Slideshare) ! Podcast, video, animation (all) ! Carrots (lead gen platforms)
Think about content as a process (tweets, photos, videos, articles, infographics, interviews, etc), not just the final product.
SIX Social Platforms"SIX Takeaways
Create a group for your niche content!
It’s hard. Climb at your own risk, but the views are great.
Be purposeful, be patient and use Twitter “lists.”
Have a strategy: Contests, creative campaigns or Pay 2 Play…
An average of 6% of posts are seen by fans.
Google+
Beautiful platform, powerful “Communities”
SlideShare
Repurpose content and get found.
DIY Social Platform
Build your own social platform on a website. (e.g. pushupsocial.com)
Thank You!
