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The Importance of Content

and Strategy in Social Media

in 2014Krystian Szastok, Senior SEO Manager

06/02/2014

Twitter: @krystianszastok | Web: krystianszastok.co.uk2

Social Media Issues


Social Media Issue #1

Metrics: CEO/MD don’t care about retweets, Klout score or FB likes



Lack of good content: Dry content resulting in updates getting low engagement



Personas and community: Really knowing the audience -personas



Conversions: Social Media doesn’t sell/generate leads


Solution:Content Strategy


Why Strategy


How to prepare the strategy

http://www.socialmediaexaminer.com/26-tips-to-create-a-strong-social-media-content-strategy/

1. Deciding on metrics1. Make sure there are many KPIs and mini conversions 2. Do not just report on total amount of followers3. Report on reach, exposure and audience growth





















Understanding the audience

Really understand who you market to – social listening.

Then your content will be shared.

http://moz.com/blog/personas-understanding-the-person-behind-the-visit















Owned, Earned and Paid media together -

promote

http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html













Visualise the data – turning dry niches wet or

moist. Noone gets excited by tables of dry data – you’re social, make your data social.

http://krystianszastok.co.uk/how-to-visualise-twitter-data-in-5-minutes-for-free-without-programming-knowledge/




























Measure the results

Analytics and last touch conversions not enough.

1. Use analytics as a guide

2. Get advanced multi-touch tracking software in place

1. Analytics Multi Channel Funnel

2. Infinity call tracking

3. DoubleClick from Google

No perfect solution currently – watch this space.


Solution:Content


Big Content Idea

1. Relevant to the audience – will they care?

2. Researched (don’t just think up an idea and create content because you think it’s cool)

3. Multi device – tablet/mobile tested

4. Multi format – ebook into a podcast into a video into an infographic into a pdf into a blog post/series

5. Multi channel

6. Sponsored traffic


Big Content Idea – first idea usually fails

1. It’s okay to fail

2. Learn what went wrong

- Get more feedback

- Rework the strategy

- Present the learnings to the client

- Get up, dust off, make another piece of content. If first idea succeeds – again, take the learnings and make 5 even

better ideas! Don’t be a one trick pony.


Big Content Idea - Examples

Game of Thrones snowflake patterns –

http://www.kryshiggins.com/free-game-of-thrones-inspired-snowflake-patterns/

















Slim your wallet - http://bellroy.com/pages/slim-your-wallet/

http://bellroy.com/pages/slim-your-wallet/







Desirable Body - http://www.desirablebody.co.uk/hero/

http://www.desirablebody.co.uk/hero/


Solution:Community building


Community building

http://mackwebsolutions.com/guide-to-building-online-communities/

Your community is your repeat audience – is your return visitor – is the future customer.

Remarket to them, email them, groom them and they’ll be your brand advocates.











The end – credits for memes

Credits:

http://www.searchenginejournal.com/seach-meme-monday/47271/

http://siliconrepublic.com/careers/item/33553-career-memes-of-the-week-s

http://shaneatkins.co.uk/2013/03/09/17-social-media-memes-that-will-make-you-lol/

http://makeameme.org/meme/WANNA-TAKE-A-culhxu

http://momentumbooks.com.au/blog_tag/data/


















































Visit www.jellyfish.co.ukFollow me at twitter.com/krystianszastokOr visit my website krystianszastok.co.uk

www.jellyfish.co.ukwww.krystianszastok.co.uk

http://www.jellyfish.co.uk/

http://www.krystianszastok.co.uk/

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Technology

krystianszastok web

dry content

marketing200912defini

audience personas twitter

content strategytwitter

importance of content

piece of content

uk16big content idea