26/04/2016 Creating Engaging Content for Social Media Module 1 ENGAGING CONTENT FOR SOCIAL MEDIA Why is Your Content SO Important?! • Stand out • Engage • Build relationships • Brand awareness • Increase web traffic • Show expertise • Build trust • Sell stuff Module 1 ENGAGING CONTENT FOR SOCIAL MEDIA 1
26/04/2016 Coming Up On This Course… • Brandonality • Target market • Social media aims • Increasing engagement • Content ideas • Content planning and scheduling • Analysing the impact Module 1 ENGAGING CONTENT FOR SOCIAL MEDIA Brandonality . Module 2 Module 2 ENGAGING CONTENT FOR SOCIAL MEDIA 2
26/04/2016 What’s Brandonality?! • Stand out • Different personalities • Personality of your brand Module 2 ENGAGING CONTENT FOR SOCIAL MEDIA What’s YOUR Brandonality?! • Is it you? • The ‘persona’ of your business • Different to your competition Module 2 ENGAGING CONTENT FOR SOCIAL MEDIA 3
26/04/2016 How Does It Relate To Content?! • Defines your tone of voice • Drives your content choices • Helps your content STAND OUT!!!! Module 2 ENGAGING CONTENT FOR SOCIAL MEDIA Target Market . . Module 3 Module 3 ENGAGING CONTENT FOR SOCIAL MEDIA 4
26/04/2016 Why is Target Market Important? • They buy from you!! • Not… ‘what you want to tell them’ • Instead… ‘what they want to hear’ Module 3 ENGAGING CONTENT FOR SOCIAL MEDIA Who is Your Target Market? • Their demographics • Age • Gender • Location • Interests • What would add value to their day? • What excites them? • What makes them laugh? Module 3 ENGAGING CONTENT FOR SOCIAL MEDIA 5
26/04/2016 Who is Your Target Market? • What makes them cry? • What keeps them awake? • What makes them buy? • What makes them engage? • What do they read? • Who do they follow? Module 3 ENGAGING CONTENT FOR SOCIAL MEDIA And if you don’t know? • ASK THEM!!!! • Survey Monkey • Your top customers Module 3 ENGAGING CONTENT FOR SOCIAL MEDIA 6
26/04/2016 Social Media Aims . . Module 4 Module 4 ENGAGING CONTENT FOR SOCIAL MEDIA Why Are You Using Social Media? • Web traffic • Brand awareness • Be the expert • Build customer relationships • Expand your network • Increase leads • Increase sales Module 4 ENGAGING CONTENT FOR SOCIAL MEDIA 7
26/04/2016 Do Your Aims Drive Your Content? • Content should be congruent with aims • E.g. web traffic – links to website? • Gives means to measure success Module 4 ENGAGING CONTENT FOR SOCIAL MEDIA Increasing Engagement . . Module 5 Module 5 ENGAGING CONTENT FOR SOCIAL MEDIA 8
26/04/2016 Why Is Engagement Important? • Builds relationships • Builds trust • Gets posts seen • Encourages spread/virality • More web traffic • More leads • More sales Module 5 ENGAGING CONTENT FOR SOCIAL MEDIA Is Your Content Engaging? • Ask questions • Appeal to target market • Get them thinking • Raises conversation • Don’t sell! Module 5 ENGAGING CONTENT FOR SOCIAL MEDIA 9
26/04/2016 Content Ideas . . Module 6 Module 6 ENGAGING CONTENT FOR SOCIAL MEDIA What Could Your Content Include? • Your website • Any interesting pages? • Your blog • Weekly • Share several times • Share archive posts • Share knowledge • What do they want to read? Module 6 ENGAGING CONTENT FOR SOCIAL MEDIA 10
26/04/2016 What Could Your Content Include? • Other people’s content (OPC) • Tips • What you’re up to • Business news • Staff news / introductions • Behind the scenes • Regular hashtag feature • Questions Module 6 ENGAGING CONTENT FOR SOCIAL MEDIA What Could Your Content Include? • Quotes • Fill in the blank • Competitions • Infographics • Images • Videos / vlogs • Live video • Lead capture Module 6 ENGAGING CONTENT FOR SOCIAL MEDIA 11
26/04/2016 What Could Your Content Include? • Day in the life • Personal stuff • Things that are going on in the world • Promote someone else • Events • Sneak peeks • Answer an FAQ • Q&A session Module 6 ENGAGING CONTENT FOR SOCIAL MEDIA What Could Your Content Include? • Deadlined offers • Link to product • Detail of services Module 6 ENGAGING CONTENT FOR SOCIAL MEDIA 12
26/04/2016 Hashtags • # symbol followed by numbers or letters • Not punctuated • Find and be found • Use own or popular ones • Search for use, if not in use, go ahead! • Events, tips, campaigns, competitions Module 6 ENGAGING CONTENT FOR SOCIAL MEDIA Content Planning and Scheduling . . Module 7 Module 7 ENGAGING CONTENT FOR SOCIAL MEDIA 13
26/04/2016 Editorial Calendar • Yearly content plan • Seasonal events • Business events • Product/service releases • Campaigns • Gaps Module 7 ENGAGING CONTENT FOR SOCIAL MEDIA How Many Times? • Twitter – min 4 a day • Facebook – min 1 a day • LinkedIn – min 1 a day • Instagram – min 1 a day • Pinterest – as many as you want! Module 7 ENGAGING CONTENT FOR SOCIAL MEDIA 14
26/04/2016 When? • Twitter – tweriod.com • Facebook – insights>posts • LinkedIn – 7.30-8.30am, 12pm, 5-6pm • Instagram – anytime, except 3-4pm • Pinterest – evening Module 7 ENGAGING CONTENT FOR SOCIAL MEDIA Scheduling • Hootsuite • Buffer • Facebook’s scheduling tool Module 7 ENGAGING CONTENT FOR SOCIAL MEDIA 15
26/04/2016 Analysing The Impact . Module 8 Module 8 ENGAGING CONTENT FOR SOCIAL MEDIA What Posts Have the Biggest Impact? • Engagement rate • Likes • Comments • Shares • Reach • Link clicks Module 8 ENGAGING CONTENT FOR SOCIAL MEDIA 16
26/04/2016 What Posts Have the Biggest Impact? • Twitter analytics: • Analytics.twitter.com • Facebook insights: • www.facebook.com/pagename/insights • LinkedIn company page analytics: • Analytics on company page • Instagram: • Iconosquare Module 8 ENGAGING CONTENT FOR SOCIAL MEDIA Summary . Summary ENGAGING CONTENT FOR SOCIAL MEDIA 17
26/04/2016 Summary… • Brandonality • Target market • Social media aims • Increasing engagement • Content ideas • Content planning and scheduling • Analysing the impact Summary ENGAGING CONTENT FOR SOCIAL MEDIA @_SamFlynn GOOD FB.com/SamFlynnSocialMedia LUCK!!! Sam Flynn . @SamFlynnSM GOOD LUCK! ENGAGING CONTENT FOR SOCIAL MEDIA 18
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