how to do a social media content marketing storyboard
Post on 18-Oct-2014
1.022 views
DESCRIPTION
Making a social media content plan starting with the basics of integrated marketing communications, digital marketing and moves into developing a strategic content plan. Presented at Social Media Camp's October 19, 2013 BootcampTRANSCRIPT
Integrated Marketing is a symphony.
Strategic Content Planning Workshop
• 5 easy steps • Action items • Ask questions • Practice •
5 easy steps to rocking your content plan
concepts baby steps the basics groove plan perform
Fear and Loathing
Historical marketing tools
Budget: time, people, tools
Focus
Social Media Marketing:
Convince the Boss Process Flow
Discuss current marketing trends that impact operations
Social Search Social CRM
Stop talking about Twitter
& hashtags
Tools follow strategy
www.tartangroup.ca
concepts
Creation & distribution of useful content that supports your business goals.
Message
Digital Presence
(owned)
Print, email, newsletter
(collateral)
In person
Advertising
PR (earned)
Social Media
Promotions
Social Media Stark Realities
You need to learn to use the tools. Everyone starts at zero. Awareness
first. Build your community before you need it. Talk –
don’t sell. Software is free, time is not. Content strategy matters. Know your audience. Commit, Learn, grow. DIFFERENT
OUTLETS HAVE DIFFERENT STYLES. Pinterest isn’t just mid-west Mormon Moms
anymore. It’ll change next year. Facebook owns your Facebook page. ROI is in engagement. Integrate the story/feel and promotions across
platforms. Google + does so matter. Social Search is real.
It’s going mobile….
Where are you starting from?
Who are you? Infrastructure
baby steps
Owner operator
•New to social media
•Unsure
Small operation
•PT of FT marketer
•Owner not as involved
Medium operation
•FT marketer and possibly one person dedicated to social media
Large, corporate
•Social media teams
•FT marketer
•PR in-house or agency
Owner Marketer Marketer/
Community Manager
Marketing team
There are tools?
Dashboard management
Monitor/measure/
engage
Monitor/measure/ engage/report/
refine
ACTION: Social Media User Scale
ACTION: Write it down Industry, product, people Brand vs on-going promotions. What is influence for you? What is the role of each marketing outlet? What is not a fit for you now? Why?
Who are you? What’s the goal?
Infrastructure matters.
SEO
Google Social search
Mobile Monitoring Reporting
Audit
Policies
Procedures
the basics
ACTION: Elements of an Audit 1. What do you have? Competitors?
2. Website visibility & ranking vs. social media
3. Google keyword planner
4. Available resources: now or later? Budget allocation or reallocation?
5. What are you measuring?
6. What/who are the stumbling blocks?
7. What could possibly go wrong?
ACTION: Policies & Procedures What could possibly go wrong? Policies: internal and external How will you interact? Content procedures Campaign and contesting Community Management Escalation matrix
plan
Options? Blog Videos (w. text) Images & infographics User generated content Technical papers Promotions/contests
What about? Email, Newsletters Webinars, hangouts Sponsorship/partners
PR
Where? What platforms for what content?
Google + Facebook Twitter Pinterest
Linked In Instagram Youtube Vines
Apps? 3rd party sites?
Do I dare Reddit? Storify? Tweetchat?
Theme? What do my users like?
Interesting or useful.
People don’t read…much Your content doesn’t always have to be yours!
If it fits your theme, your voice and your purpose, share it.
perform
Action: Let’s plan some
content! What’s coming up?
Message
Theme
Promotion
Sale
Campaign
Content Planning Q1
Company:
Timeline Lead
Theme Status
Purpose
Key Message
Google Keyword Planner
Images
Outlet Call to action? Comment Metric
Call to Action
Dependencies Graphics? Webmaster App?
Budget
Other
Outcome
Comments
http://bit.ly/1as8HoJ
Storyboard & Content Strategy
What outlets are available?
Find your rock stars. Inspire them to engage.
Content Strategy Story board Know your outlets Build & use your channels
Integrated Marketing Communications
Template: http://bit.ly/1as8HoJ Google Keyword Planner
SpyFu, Keywordspy Ubersuggest.org
Hootsuite, Sendible MOZ, Followerwonk
Klout, Kred Wistia
Resources