Content Strategy for Social Media
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Presentation at SMW Copenhagen: How to create a winning content strategy for social media
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Content Strategy for Social Media
- 1. Let’s Give Them Something to Talk About - Content Strategy for Social Media Social Media Week, Komfo 2015
- 2. Last year…
- 3. Process
- 5. Learnings • Give content away - more is more • Be open about the process - all the way • Face qritique openly
- 6. ~ Danes on social media Monthly users. Source: DR Medieudviklingen 2014 3.500.000 73% Facebook Linkedin 890.000 18% Snapchat 770.000 16% Instagram 570.000 12% Twitter 1.140.000 23% Social media trends
- 7. Facebook
- 8. Typical process Selecting social networks Strategy for social media
- 9. Why content? The algorithms Ads and SEO Great content lasts longer
- 10. The strategy gives a common focus and a point of direction. So when you’re lost in the social media jungle you can go back to the strategy and say: Ok, this is the way we want to go. Let’s give them something to talk about - content strategy for social media Strategy
- 11. Model for… Content Plan & Measure OrganisePurpose Relevance CONTENT STRATEGY
- 14. Sender-oriented Network-oriented Buy our product Learn about our business We talk about our passion How can we help you with your passion? How can we change the world together? Value Levels
- 16. Content Plan & Measure OrganisePurpose Relevance
- 17. What you want to say What they want to hear You Users Relevance Relevance
- 18. “We want to be sleeping experts”
- 20. They know their users well: DaneAge Association
- 21. Plan & Measure OrganisePurpose Relevance Content
- 22. • Tells a story • Is visual • Is relevant, surprising, entertaining, emotional, important • Helps people do something • Has the right timing The great content
- 25. Existing content
- 26. Where does content come from? Calendar Video Photos Newsletter Homepage Magazine
- 29. Content of others: Social media takeover • engagement • authenticity • expands network
- 31. New content
- 32. New content
- 34. Humor
- 35. Content OrganisePurpose Relevance Plan & Measure
- 36. Content plan
- 37. New destinations Special deals Internal factors: External factors: Celebratory days & holidays Events Weather/seasons2015 FALLWINTER SUMMERSPRING Annual calendar
- 39. Content Plan & MeasurePurpose Relevance Organise
- 40. Content strategy Internal communication Content editor Webmaster Motivation? Leadership HR employee Internal experts Who do you need to help you out?
- 42. Next step… goals networks time frame Strategy relevance culture tone of voice Content central vs local skills distribution Organisation International social media strategy