Key points in this presentation: - Social Media Content Optimization - Who is your audience? - How will you maintain the page? - How will you scope your message? - Terms in Social Media: - 3 Golden Rules for SM Content - Content Plan for SM - Tips and Tricks

1. Developing
appropriate
content for
social media

2. Key points in this presentation
Social Media Content Optimization
Who is your audience?
How will you maintain the page?
How will you scope your message?
Terms in Social Media:
3 Golden Rules for SM Content
Content Plan for SM
Tips and Tricks

3. Social Media Content Optimization?
• SMCO is the process of implementing changes on a web
site and building presence on social media services,
online communities and community websites using
different sets of tools and methods in order to make the
content more easy to share, easy to re-distribute and
more visible in social media searches, custom engine
searches and standard web search results

4. Social Media Content Optimization?
ROAD OF
SOCIAL MEDIA
CONTENT!

5. • Increase your link ability – A set of activities that
suppose to increase the possibilities for others to post a
link to tour website.
• Easy to share – Includes placing a content/buttons that
will allow quick and easy sharing of the content, calls to
action (e.g. add to… share this… or submit to…). This
way, redistribution of your content is going to be just one
click away from another group of users, potential
customers.
• Stay fresh - Social media is changing and morphing
very fast.
Social Media Content Optimization?

6. • Encourage mashups and embedding – When publishing a content that
with goal to be shared as much as it can, that one has to be sure to provide
all (or most) possible formats of the same content, and include easy to use
embed code so that every one can re-post it.
• Be a User Resource - Even if it is not of any direct use, you have to create
destination that will be the “ultimate” guide in that space and the users will
come to check if you have the information. If your website is the first or most
reliable to publish it than you'll earn credits for it and of course more relevant
search engine traffic.
• Help your content travel – SMCO is about making your content available
for everyone, so submitting it to relevant sites will help your content travel
further, and ultimately drive links back to your site.
Social Media Content Optimization?

7. How Users Read the Content?
• They don’t – they SCAN the pages!
• Keywords are essential to a great web headline
• Make them descriptive, concise, attention-grabbing
Example:
MAN WALKS ON MOON would be: US astronaut Neil Armstrong
becomes first man to walk on moon!
• Use simple and short sentences
• Use paragraph breaks liberally
• Use subheads make them brief and descriptive
• Bold text distracts the reader - use it carefully
• List and bullet point make the text more scannable

8. When you should publish?

9. Who is your audience?
• Find your audience on Twitter
• Twitterrel lets you find people talking about related topics.
• Twellow is the Twitter equivalent of the Yellow Pages. A directory sorted by
occupation.
• Just Tweet It, a directory sorted by interest.
• WeFollow is a directory that organizes people by hashtags.
• Tweepz help you find people nearby and Twitter has launched a new feature which
allows users that have opted in to sharing their location to see the Tweets from other
users nearby.
• Also pay attention to hashtags being used for events, you could find some great
people there.

10. Who is your audience?
• Find your audience on LinkedIn:
• Search for the names of those people you’ve already identified by
name using LinkedIn’s search box. Also make the most of the
advanced search feature.
• You can also use this search box to search for keywords that will be
included in profiles. Make the most of using OR or AND in these
searches to include a few keywords (OR allows you to look for any
one of those terms in the profile, AND allows you to look for a
number of words).
• You can also search for people using their email addresses.
• Join groups that fit your interests or industry. Once you’ve been
accepted as a member, browse the member lists and find people
with shared interests that you want to connect with.

11. Who is your audience?
• Find your audience on Facebook:
• Use the find people tool by popping your email address in. It finds all
those people in your address book that are using Facebook.
• Search for fan pages in your subject area and browse other fans
there.
• Once you’ve connected with some key influencers, browse their
friends and connect with people that way.
• When using the search function, filter your results to drill down to the
people you’re looking for.
• Use the search for workmates function to find people affiliated with
companies.

12. How will you maintain the page?
1. Information about your business: You can post information about
specials, sales, recent news, and other items of interest. If you have a
blog, you can also add links to your blog posts. I'll discuss later how to
automate this process.
2. Links to other sites: Other websites may have news and articles
that interest your customers. I frequently posts links to other sites that
have new content pertinent to my business.
3. Questions: Your fans want to belong to a community. Asking them
questions about your products and services, as well as items that they
would like to see, helps to engage your fans, which will in turn increase
their loyalty to your brand.

13. How will you maintain the page?
4. Personal updates: By "personal," I don't mean that you should tell
customers about your family or home life. Rather, add a distinctive
touch that makes people see that a real person is behind the business.
This step can be as simple as putting up a Friday post to ask what their
plans are for the weekend.
5. Responses to questions: Fans will post questions about your
products and services, and they may even leave complaints. This is an
opportunity to provide excellent customer service. I don't ever
recommend ignoring customer inquiries.

14. What content does your
customer value?
• News
• Useful tips
• Tools
• Links to pages on your website
• Resources and links to other websites in your industry
• Photos
• Videos
• Events

15. How will you scope your
message?
• Step 1 - Determine the current scope
• How many Twitter followers do you have?
• How many Facebook fans?
• How many Youtube subscribers?
• How quickly your audience grows?
• What is the average number of retweets
your content?

16. How will you scope your
message?
• Step 2 - Determine the demographics of
your fans
- Age
- Location
- Genre
- Type of content preferred
- Other Interests

17. How will you scope your
message?
• Step 3: Calibrate the relevance of content
and interactions:
• What content has generated most of interaction in recent
months?
• How the content is related to my business/brand?
• What was the demographics of users who interact?
• What content generated less interaction occurred?

18. 3 Golden Rules for Content!
• 3 types of content :
- Education
- Entertainment
- Inspire
40% of the content should be with
EDUCATION subject
40% of the content should be with
ENTERTAINMENT subject
20% of the content should be with
Inspire subject

19. Education content for SM!
• Write an eBook
• Publish articles about your company
• Create an infographic
• Generate media releases
• Create guides or how to documents
• Produce trend reports
• Record a podcast
• Interviews to show how your products are made or used

20. Education content for SM!
• Upcoming events
• Introduce a series of webinars
• Feature current customers and vendors
• Research your organisation is doing
• Make a SlideShare

21. Entertainment content for SM!
• Create a game
• Give them a quiz
• Start competitions/contests
• Invent a playful widget or app
• Ask fans to vote on something
• Host a caption contest – Post an interesting/funny
picture
• Share funny, trending or emotional videos from Youtube
• Do a weekly meme

22. Inspiring content for SM!
• Open a community forum
• Generate a cause marketing effort
• Encourage customer reviews
• Solicit celebrity endorsements
• Give a keynote speech
• Tell the story of how your company or business
started, successes and failures

23. 3 Golden Rules for Content!
• This list is neither exhaustive nor is it exclusive. A speech can do
more than inspire, it can also educate or entertain.
• Like any marketing strategy – content marketing requires
forethought and planning, because producing a blog podcast or
even putting on a contest requires a significant amount of time and
effort.
• Content marketing allows a business to connect with a potential
customer long before they’re ready to buy. It gives them a sense of
your product, service, culture and expertise. Good content
marketing tools communicate not only your expertise but it also
gives them a very good sense of your brand’s personality.

24. Terms in Social Media:
• Avatars are graphical images representing people. They are what you are in virtual
worlds. You can build a visual character with the body, clothes, behaviors, gender
and name of your choice. This may or may not be an authentic representation of
yourself.
• Blogosphere is the term used to describe the totality of blogs on the Internet, and the
conversations taking place within that sphere.
• Community building is the process of recruiting potential community or network
participants, helping them to find shared interests and goals, use the technology, and
develop useful conversations. A number of different roles may be involved.
• Content is used here to describe text, pictures, video and any other meaningful
material that is on the Internet.
• Forums are discussion areas on websites, where people can post messages or
comment on existing messages asynchronously – that is, independently of time or
place.
• Groups are collections of individuals with some sense of unity through their activities,
interests or values. They are bounded: you are in a group, or not.

25. Terms in Social Media:
• Links are the highlighted text or images that, when clicked, jump you from one web
page or item of content to another.
• A post is an item on a facebook, blog or forum.
• Profiles are the information that you provide about yourself when signing up for a
social networking site. As well as a picture and basic information, this may include
your personal and business interests, a "blurb" about yourself, and tags to help
people search for like-minded people.
• RSS is short for Really Simple Syndication. This allows you to subscribe to content on
blogs and other social media and have it delivered to you through a feed.
• Social media is a terms for the tools and platforms people use to publish, converse
and share content online. The tools include blogs, wikis, podcasts, and sites to share
photos and bookmarks.
• Social networking sites are online places where users can create a profile for
themselves, and then socialize with others using a range of social media tools
including blogs, video, images, tagging, lists of friends, forums and messaging.

26. Template for Content Plan

27. Content Plan for SM
• Creating a whole weekly content strategy
where every day is a different story and
only a bunch of statutes and pictures is
very important.
• Try to describe what you want to achieve
with every post, whom you dedicated the
post, age etc…

28. Tips and Tricks for SM Content:
• Share Images: Increase Interaction by 150%
• Share Content More Than Once per Day
• Reframe Content to Suit Your Audience
• Keep on Top of Your Brand and Find Great
Content with Mention & Buffer
• Full Transparency
• Tell a Really Good Story