KEY INGREDIENTS TO AN EFFECTIVE SOCIAL CONTENT STRATEGY #socialcontentstream @jenswartley
Tap Into the Social Content Stream; Part 1 [Webinar]
Aug 27, 2014
The way brands connect with consumers is changing dramatically. Reaching your target customer has become increasingly difficult as their attention is divided across traditional mediums, the web, Facebook, Twitter, Pinterest and other social platforms. The volume of content that comes through these social streams makes it difficult to cut through, but brands have the opportunity to join the conversation and capture their attention through collaborative social content.
Content, now more than ever, is the currency exchange in our social world and it's being used by brands and consumers alike to tell the story of who they are. But when brands create this content strategically, it can also be used to move consumers through the decision journey - to build awareness, to get on the consideration list, drive purchase, or build loyalty between a brand and a customer.
We believe that when brands work with social content creators, they can leverage that creativity, trust, personal connection, and together, produce compelling content that cuts through the clutter and grabs our attention in the social stream.
Content, now more than ever, is the currency exchange in our social world and it's being used by brands and consumers alike to tell the story of who they are. But when brands create this content strategically, it can also be used to move consumers through the decision journey - to build awareness, to get on the consideration list, drive purchase, or build loyalty between a brand and a customer.
We believe that when brands work with social content creators, they can leverage that creativity, trust, personal connection, and together, produce compelling content that cuts through the clutter and grabs our attention in the social stream.
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![Page 1: Tap Into the Social Content Stream; Part 1 [Webinar]](https://reader034.cupdf.com/reader034/viewer/2022051608/53fd1c828d7f72a81c8b4647/html5/thumbnails/1.jpg)
KEY INGREDIENTS TO AN EFFECTIVE SOCIAL CONTENT STRATEGY
#socialcontentstream @jenswartley
![Page 2: Tap Into the Social Content Stream; Part 1 [Webinar]](https://reader034.cupdf.com/reader034/viewer/2022051608/53fd1c828d7f72a81c8b4647/html5/thumbnails/2.jpg)
Content is Coming in a Constant Stream
#socialcontentstream
![Page 3: Tap Into the Social Content Stream; Part 1 [Webinar]](https://reader034.cupdf.com/reader034/viewer/2022051608/53fd1c828d7f72a81c8b4647/html5/thumbnails/3.jpg)
The Age of Constant
Connection 80% Look at phone within 15 minutes of waking up
Check In
110x/day
Source: IDC Research Study
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We’ve All Been Influenced by Content
![Page 5: Tap Into the Social Content Stream; Part 1 [Webinar]](https://reader034.cupdf.com/reader034/viewer/2022051608/53fd1c828d7f72a81c8b4647/html5/thumbnails/5.jpg)
Paying Attention to the People We Trust
I know Joanna’s a mom like me and I love seeing what she’s up to
with her son…
I trust Gina’s recipes will be low calorie and easy to
make…
But Joe’s my go-to guy for anything gadget related.
![Page 6: Tap Into the Social Content Stream; Part 1 [Webinar]](https://reader034.cupdf.com/reader034/viewer/2022051608/53fd1c828d7f72a81c8b4647/html5/thumbnails/6.jpg)
THE STRATEGY Setting the Stage for Success
#socialcontentstream
![Page 7: Tap Into the Social Content Stream; Part 1 [Webinar]](https://reader034.cupdf.com/reader034/viewer/2022051608/53fd1c828d7f72a81c8b4647/html5/thumbnails/7.jpg)
Start with a Clear Direction
Audience
Who are you trying to reach? What are they
interested in?
Goals & KPIs
Reach audience, build depth, strengthen
relationship.
What’s Next?
How can you extend the content or relationships?
#socialcontentstream
![Page 8: Tap Into the Social Content Stream; Part 1 [Webinar]](https://reader034.cupdf.com/reader034/viewer/2022051608/53fd1c828d7f72a81c8b4647/html5/thumbnails/8.jpg)
Know Your Audience
#socialcontentstream
![Page 9: Tap Into the Social Content Stream; Part 1 [Webinar]](https://reader034.cupdf.com/reader034/viewer/2022051608/53fd1c828d7f72a81c8b4647/html5/thumbnails/9.jpg)
One Phone #Reinvented Through Many Lenses
![Page 10: Tap Into the Social Content Stream; Part 1 [Webinar]](https://reader034.cupdf.com/reader034/viewer/2022051608/53fd1c828d7f72a81c8b4647/html5/thumbnails/10.jpg)
Map Your Strategy to Your Goals
Awareness Consideration/Preference Purchase Loyalty
High-reach distribution Personal experience Click-through performance Advocate content / Rewards
#socialcontentstream
![Page 11: Tap Into the Social Content Stream; Part 1 [Webinar]](https://reader034.cupdf.com/reader034/viewer/2022051608/53fd1c828d7f72a81c8b4647/html5/thumbnails/11.jpg)
THE CONNECTION How to Find the Right Content Creators
#socialcontentstream
![Page 12: Tap Into the Social Content Stream; Part 1 [Webinar]](https://reader034.cupdf.com/reader034/viewer/2022051608/53fd1c828d7f72a81c8b4647/html5/thumbnails/12.jpg)
Content Creators Come in All Shapes and Sizes
Quality Content Creators
Advocates
Employees
Celebrity Status
Buzz Builders
![Page 13: Tap Into the Social Content Stream; Part 1 [Webinar]](https://reader034.cupdf.com/reader034/viewer/2022051608/53fd1c828d7f72a81c8b4647/html5/thumbnails/13.jpg)
Where To Start
#socialcontentstream
![Page 14: Tap Into the Social Content Stream; Part 1 [Webinar]](https://reader034.cupdf.com/reader034/viewer/2022051608/53fd1c828d7f72a81c8b4647/html5/thumbnails/14.jpg)
The Process Creating the List
Create an Initial List
Category/Topics Blogger demographics
Reach Platforms
Content type Rate
Refine your selection
Right fit/Voice Design and layout
Post frequency Keywords
Past brand experience Performance
#socialcontentstream
![Page 15: Tap Into the Social Content Stream; Part 1 [Webinar]](https://reader034.cupdf.com/reader034/viewer/2022051608/53fd1c828d7f72a81c8b4647/html5/thumbnails/15.jpg)
Using Performance Data to Optimize Your Selection
Who’s standing out as an ambassador
Create a relationship with them
#socialcontentstream
![Page 16: Tap Into the Social Content Stream; Part 1 [Webinar]](https://reader034.cupdf.com/reader034/viewer/2022051608/53fd1c828d7f72a81c8b4647/html5/thumbnails/16.jpg)
Remember They’re An Extension of Your Team
![Page 17: Tap Into the Social Content Stream; Part 1 [Webinar]](https://reader034.cupdf.com/reader034/viewer/2022051608/53fd1c828d7f72a81c8b4647/html5/thumbnails/17.jpg)
QUESTIONS?
#socialcontentstream
Go to TapInfluence.com to see if we’ll be coming to a city near you for the Tap Into the Social Content Stream Workshop Series
@jenswartley
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