SAScon presentation: ensuring your social content is in peak performance

•

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immediate future

Business Technology

ENSURING YOUR
SOCIAL
CONTENT IS AT
PEAK
PERFORMANCE
@katyhowell @IFtweeter

@katyhowell @IFtweeter
Working with
some of the
largest global
brands in B2B
and B2C
Educating and training the
industry in best practice
We have been quoted in
many books and are
co-authors of ‘Share This’
Specialist social digital expertise

@katyhowell @IFtweeter
Bullshit is a common English expletive which may be shortened to the euphemism bull
or the initialism BS. In British English, "bollocks" is a comparable expletive, although
"bullshit" is more common. It is a slang profanity term meaning "nonsense", especially
in a rebuking response to communication or actions viewed as deceiving, misleading,
disingenuous, or false.
We want our
content to go
viral
It is all about
engagement
and followers
Social is not
measurable
and can’t
deliver ROI
The social content BS

@katyhowell @IFtweeter
Media Bistro Sept 2013
Econsultancy Sept 2013
Immediate future 2013
Why should you care?

@katyhowell @IFtweeter
START WITH A
PLAN
@katyhowell @IFtweeter

If you don’t know where
you are going…
@katyhowell @IFtweeter

@katyhowell @IFtweeter
Don’t be afraid to drill the data
•
•
•
Using GWI UK Data drawn from consumers who stated
that they research / purchased home equipment
GWI Data: UK consumers researching/ purchasing
home equipment

@katyhowell @IFtweeter
It isn’t
content that
matters, it’s
context

@katyhowell @IFtweeter
What you want
to promote
What they talk
about
Consumer
interest and
conversations
Organisation
messages and
topics
Play in the sweet spot

@katyhowell @IFtweeter
Weekly full
content plans
detail every post,
upload and tweet
More detailed 6
week plans
identify phases of
activity, themes,
stand out content
and required
actions
A broad 3-6
month overview
of activity
identifying key
events and theme
highlights
Love your spreadsheets!

@katyhowell @IFtweeter
PLOT YOUR
CUSTOMER
JOURNEY
@katyhowell @IFtweeter

@katyhowell @IFtweeter
How are people buying?

@katyhowell @IFtweeter
Social shopping
Is all about building
relationships, and
QVC creates
long-term
relationships
With customers like
no other retailer.
Claire Watts, QVC U.S. CEO
”

@katyhowell @IFtweeter@katyhowell @IFtweeter
GET WITH THE
NUMBERS

@katyhowell @IFtweeter
Evaluate beyond social

@katyhowell @IFtweeter
Don’t stop measuring

@katyhowell @IFtweeter
Translate your data
@katyhowell @IFtweeter

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SAScon presentation: ensuring your social content is in peak performance

1. ENSURING YOUR SOCIAL CONTENT IS AT PEAK PERFORMANCE @katyhowell @IFtweeter

2. @katyhowell @IFtweeter Working with some of the largest global brands in B2B and B2C Educating and training the industry in best practice We have been quoted in many books and are co-authors of ‘Share This’ Specialist social digital expertise

3. @katyhowell @IFtweeter Bullshit is a common English expletive which may be shortened to the euphemism bull or the initialism BS. In British English, "bollocks" is a comparable expletive, although "bullshit" is more common. It is a slang profanity term meaning "nonsense", especially in a rebuking response to communication or actions viewed as deceiving, misleading, disingenuous, or false. We want our content to go viral It is all about engagement and followers Social is not measurable and can’t deliver ROI The social content BS

4. @katyhowell @IFtweeter Media Bistro Sept 2013 Econsultancy Sept 2013 Immediate future 2013 Why should you care?

5. @katyhowell @IFtweeter START WITH A PLAN @katyhowell @IFtweeter

6. If you don’t know where you are going… @katyhowell @IFtweeter

7. @katyhowell @IFtweeter Don’t be afraid to drill the data • • • Using GWI UK Data drawn from consumers who stated that they research / purchased home equipment GWI Data: UK consumers researching/ purchasing home equipment

8. @katyhowell @IFtweeter It isn’t content that matters, it’s context

9. @katyhowell @IFtweeter What you want to promote What they talk about Consumer interest and conversations Organisation messages and topics Play in the sweet spot

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13. Creating Content With Purpose

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20. @katyhowell @IFtweeter Thank you

SAScon presentation: ensuring your social content is in peak performance

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