Content (management) is king: Strategies for secure & efficient social | Ben Cathers | #SoMeT15US New Orleans, USA

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SoMeT: A New Model for Destination Marketing

As any marketer knows, when it comes to content, quality trumps quantity. But quality content takes time and resources that many organizations just don’t have. To ensure you’re providing your social community the best possible timely content on the frontlines, you need to be backed by efficient workflows to streamline coordination and collaboration between teams while also ensuring a secure publishing environment. In this session, hear more from Ben to learn best practices and tactics for safe and effective content management including social scheduling, hashtag monitoring, message assignment and permissions and simplifying content curation.

Formation

Content
Management is King
Strategies for Secure & Efficient
Social
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Ben Cathers
Senior Strategic Solutions Consultant
@bencathers

Ben Cathers
Senior Strategic Solutions Consultant
@bencathers | ben.cathers@hootsuite.com
Join the conversation using #SoMeT15US
Speaker

Social is Where your Customers
Learn, Seek, Discover and
Decide
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In Market Digital Social
Today’s business buyers do not contact suppliers directly until
57% of the purchase process is complete.

The State of Social
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AN EXPLOSION OF:
• Networks
• Participants
• Content

From Social Marketing to Social
Business
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Social Advocacy
• Ad hoc participation
• Efforts emerge
separately from the
bottom up
Social Teams
• Centralized control
• Social activity reports
to individual
departments
Social Organization
• Cohesive integration
• Cross functional team
working across
multiple business units

Editorial Calendar
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● Documents blog and other content
release dates
● Includes:
○ Title or description of content
○ Author
○ Deadline: date & time
○ Links to photos
○ Channels to be promoted on

Editorial Calendar Template
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Social Media Content Calendar
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● Documents social media messaging
to promote content, organized by
date & time
● Helps you:
○ Manage your editorial strategy
○ Not overcrowd/neglect certain
dates and channels
○ Identify top performing content

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Content Calendar Template

Effective Scheduling
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● Schedule messages to post to
multiple networks at one time
● Select desired date & time
● Schedule posts at optimal times with
“AutoSchedule” feature (based on
social network & history)

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Effective Scheduling

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● Bulk schedule up to 200 messages
at a time
● Review, edit & move around
scheduled messages via Publisher
Effective Scheduling

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Bulk Schedule up to 200
Messages

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Scheduling Via Publisher

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Monitoring Hashtags
● Set up streams to gain visibility of
multiple hashtags at once
● Easily crowdsource content from
followers, influencers and affiliates
● Respond & inform quickly during
emergency situations

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Monitoring Hashtags in Streams

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Crowd Source Content

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Assigning Messages &
Managing Permissions
● Route messages to the right
department for follow-up
● Share streams to eliminate
duplication & confusion
● Attain visibility of messages that
have been assigned and responded
to
● Manage team permission levels

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Simplifying Content Curation
● Content “Suggestions” based on
customized topics and usage history
● Share content from the web via
Hootlet (automatic title creation and
shortened link)
● Share pre-approved messaging &
assets via Hootsuite Content Library
or amplification tool like Hootsuite
Amplify

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Content Suggestions

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Content Library Templates

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Amplification

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Employee Advocacy via Amplify

Ben Cathers
Senior Strategic Solutions Consultant
@bencathers | ben.cathers@hootsuite.com
Join the conversation using #SoMeT15US
Questions?

Thank You
Ben Cathers
Senior Strategic Solutions Consultant
@bencathers
Join the conversation using #SoMeT15US

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