delouise writing content that sticks nab 2015 social symposium
TRANSCRIPT
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@brandbuzz at #NABShow15
WRITING CONTENT THAT STICKS
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Our Agenda 2
Why?
How?
Who?
Where?
When?
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WHY? 3
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Achieve Personal Goals 4
Make Connections
Promote a Project
Change Jobs
Change of Focus in Your Current Career
Launch a New Career
Move to a New Market
Rebrand Yourself
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Reach Organizational Goals 5
Increase Awareness
Promote Products, Services
Improve Employment Brand
Move to a New Market
Rebrand
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“Be yourself; everyone else is already taken.” –Oscar Wilde
Rule # 1 Be Yourself
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Your Story
You Are a Whole Person
Share Your Passions in music, travel, books,
photog
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Your Story
You Do Great Work
Awards
Work-in-progress
Work by colleagues
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Your Story
You Think About Stuff That Matters
How to do something better
Equipment and software rec’s
Thought leaders in your field
Trends and innovations
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Examples
Sîan Fever (editor)
Beth Kushnick (Good Wife Set Dec)
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What’s My USP Story?
Jot down 3 attributes that make you stand out
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Hint
Problem-Solving
Communications
Selling
Analysis
Mentoring
Teamwork
Good Judgement
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Writing Tips
SAY IT OUT
LOUD
Your Authentic Voice
Say it out loud
Humor, but tempered
Short, useful
Not always about you
Friendly, conversational
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It’s how you make people feel that matters most.-Tony Hsieh, Zappos CEO, Delivering Happiness
Rule #2: Know Your Community
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Where Are They?
Not everyone hangs out in every social space
Find out where your community is most interested in
sharing
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Where Are You?
You don’t have time to be everywhere
Engage your existing communities
Leverage spaces with conversations and communities
you want to be part of
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Cross-Platform Sharing
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What’s Best for Your Content?
Some content is better for certain platforms
Photos: Pinterest, Instagram, Twitter, FB
Lists: Twitter, LinkedIn, blog
Real-time Sharing: Twitter, FB, Instagram
Examples
Sean Ruttkay on Instagram
Duetsblog legal
Beth Singer Design on Pinterest
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Best Medium for Message
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Give us the tools, we will finish the job. – Winston Churchill
Rule #3: Use Tools
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3 Simple Ways to Increase Views
1. Include a Photo
Photo interactions are the highest AT ALL TIMES OF DAY, EVERY DAY OF THE WEEK!
Bonus points for a celebrity
2. Use #Hashtags
Events, Trade Shows, Reunions, etc
Hashtag Your Own Name, Your Co. Name
3. Use Searchable Keywords
Metatags also matter on vids, pics, slide decks, PDFs
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Photos!
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Headlines Matter
ID what’s
important to
your
communities
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Other Tips
Get Unique Name on Google+, Linked In, etc.
Community-embraced opportunities
#FF #TBT #GivingTuesday
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Two Strategies 25
Trending Topics
Tie into trending issues and #’s
Evergreen Topics
Tools and tips that always work
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Direct Messaging
You can’t DM on Twitter unless someone follows you
But you can give them a shout-out or make an ask
(within reason) to engage a conversation offline
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Scheduling Tools
Buffer
Bookmark content to share
10 social updates at once (free), unlimited ($)
Schedule posts across multiple platforms
Hootsuite
Post, monitor and analyze your performance
Only one user
Avoid multiple posts at the same time
Use thru web based app, browser extension on Chrome, Safari, Firefox or smartphone app on iPhone and Android.
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A Word About Linked In
More than a static rolodex
Search for vendors, clients
Recruit employees
Find a job/help others do so
Link to Blog content
Post your resume
Make introductions
Connect with fellow alumnae/industry colleagues
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Rule #4: Do’s and Don’t’s
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Do’s
Share Useful Lists
Pose questions
Encourage responses
Poll, Crowdsource
Post feedback
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Don’ts
Don’t post only about yourself
Don’t use obscenities
Be careful which account
you use
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Fix Mistakes Promptly
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Rule #5: Plan Timing
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Email Patterns
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Best/Worst Times to Post
Most brands tweet 9-6, M-F
Most retweets are on Sundays 10-11PM
87% of blogs post M-F
Most blog shares are on weekends
Most Video interactions are 9PM-8AM EST
Photo interactions are constant
Best time to email is in the afternoon
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Create a Content Calendar
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Tweet about this session with @brandbuzz
@rhedpixel @adryenn @JustinSeeley
QUESTIONS?? 37