In his presentation, General Mills' Corporate Social Media Manager, Kevin Hunt, teaches a class on how to manage your social media content strategy. He shares tips on sourcing great content, determining which platforms to focus on, and developing your content calendar.

1. How to manage your social
media content strategy
KEVIN HUNT
GENERAL MILLS
DECEMBER 9–11, 2013
ORLANDO
SOCIALMEDIA.ORG/SUMMIT

2. How to ManageYour Social Media Content Strategy
KEVIN HUNT
Social Media Manager,Global Communications
General Mills
@kevin_hunt
December 10, 2013
#brandsonly

3. 4 keys to your content strategy
• Sourcing great content
• Determining which platforms to focus on
• Developing your content calendar
• Making adjustments to your program
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4. Sourcing great content
@kevin_hunt
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5. Build your foundation
• Establish your goals
• Sell your content program internally
• Weekly social team editorial meeting
• Monthly global editorial meeting
• Daily social team/department huddle
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6. Identify employees as resources/writers
• Establish contacts within brands/divisions
• Develop a blogger program
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7. • Provide blog post guidelines
• Conduct blog writing workshops
• Assignments
• Consider an internal community
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8. @kevin_hunt
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9. Repurpose and reuse
• Do a content audit
• Monitor brand/division blogs and sites
• Monitor brand/division social properties
• Choose from your own content
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10. Look to the marketplace
• Daily social listening/Ask your audience
• What is Consumer Services hearing?
• What is Sales hearing?
• Establish a blogger/influencer network
• Work with your partners/customers
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11. @kevin_hunt
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12. Determining which platforms
to focus on
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13. Factors to consider
• Time/resources
• Evaluate what your audience is looking
for on that specific platform
• Evaluate how and when your audience
engages on that specific platform
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14. Blog
• Do you have the time/resources to
launch and maintain a blog?
• Determine your preferred blogging
frequency
• Who are your contributors?
• Establish/modify your approval process
@kevin_hunt
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15. Blog.GeneralMills.com
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16. Curated site
• Will it be automated or manual?
• Where will you pull content from?
• Using 3rd party content?
• Legal considerations
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17. GeneralMills.com/ChannelG
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18. Social channels
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19. External sites
• Identify places to showcase your content
• What types of stories do you want to
share?
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20. Pay attention to platform results
• What are people engaging with?
• What is working?
• What is not?
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21. @kevin_hunt
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22. Developing your content
calendar
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23. Idea Dashboard
• An ongoing list of ideas that map to your
business objectives and company/brand
purpose
• Consider ideas that:
- Take your audience behind-the-scenes
- Are meant to spark engagement
- Are evergreen
- Are based on events
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24. Editorial and content creation calendars
• Consider a shared calendar (Google Drive,
Sharepoint, etc…)
• Start with the editorial calendar – Focus on
long-range ideas first (by quarter)
• Determine best contacts/writers/producers for
each idea
• Once assigned, manage the progress and
approval in your content creation calendar
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25. @kevin_hunt
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26. @kevin_hunt
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27. @kevin_hunt
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28. Making adjustments to your
program
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29. Look at your analytics daily
• What content is most popular? Least?
• Track search terms bringing people to
your blog/site/platform
• What are your sources of referral traffic
• Monitor desktop and mobile
traffic/usage
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30. Be open to trying something new
• Hangouts/live events/chats?
• User-generated content?
• Live events with influencers?
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31. Be open to ending something
• Lack of audience engagement
• Lack of audience growth, over time
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32. Final points
• Promote and demonstrate your
company/brand purpose in everything
that you do
• The engagement habits of your
audience will change
• Be interesting!
@kevin_hunt
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33. Questions?
Kevin Hunt
Social Media Manager
Global Communications
General Mills
kevin.hunt@genmills.com
@kevin_hunt

34. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
DECEMBER 9–11, 2013
ORLANDO
SOCIALMEDIA.ORG/SUMMIT