ben harper - ote birmingham - why you’re doing your social content wrong

WHY YOU’RE DOING YOUR SOCIAL CONTENT WRONG

@BENHARPER87

CAN WE TRUST THIS GUY?

THERE’S SO MANY PLATFORMS

@BENHARPER87

WHERE TO FOCUS?

GLOBAL USERS

Facebook Twitter LinkedIn Google Plus Instagram Pinterest Vine0

200

400

600

800

1000

1200

Use

rs (M

illio

ns)

BUT IT DEPENDS ON YOUR TARGET AUDIENCE

DATA

IDEAS

PLAN

ACTION

RESULTS

CREATING A CONTENT STRATEGY

@BENHARPER87

13-18 19-24 25-34 35-44 45-54 55-64 65+0%

5%

10%

15%

20%

25%

30%

Audience Split By Age

USING DATA

MR & MRS THOMPSONTIME RICH

DISPOSABLE INCOMEBUSINESSMAN

MR & MRS ASHWORTHTIME POOR AS BOTH

WORKINVESTING FOR

CHILDREN

MRS BARNESINHERITED WEALTH

INVESTOR.

CREATE PERSONAS

ADD IN SOME IDEAS

CREATE A CALENDAR

TEST & LEARN

Competition Posts

Branded Content

Topical C

ontent

Product

Posts

Joke Posts

Team Updates0

1

2

3

4

5

6

7

8

9

10

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

4.50%

Posts Avg. Engagement Rate

Num

ber O

f Pos

ts

Avg

. Eng

agem

ent R

ate

@BENHARPER87

CHECK OUT THE COMPETITION

8/1/1

3

8/2/1

3

8/3/1

3

8/4/1

3

8/5/1

3

8/6/1

3

8/7/1

3

8/8/1

3

8/9/1

3

8/10/1

3

8/11/1

3

8/12/1

3

8/13/1

3

8/14/1

3

8/15/1

3

8/16/1

3

8/17/1

3

8/18/1

3

8/19/1

3

8/20/1

3

8/21/1

30.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

Brand Competitor 1 Competitor 2

Enga

gem

ent R

ate

OPTIMISE THE CALENDAR

WHERE TO START

STRONG IMAGERY IS KEY

USE SHORTLINKS

@BENHARPER87

CURATE & CREATE

75%

25%

CurateCreate

FOCUS ON FACEBOOK FIRST

@BENHARPER87

DON’T BE PUSHY

MEASURING ROI

USE ANALYTICS

FACEBOOK INSIGHTS

@BENHARPER87

Ben HarperZazzle Media

@BENHARPER87

WWW.ZAZZLEMEDIA.CO.UK

BEN.HARPER@ZAZZLEMEDIA.CO.UK

DOWNLOAD IT > SLIDESHAREREAD IT > THE ZAZZLE BLOG

THANKS.