Developing & Implementing a
Content Strategy for Social
18.03.2015
Andrew Murray
Strategy, creative content and social for:
Andrew Murray
Head of Social Media
& Brand Content
@McCannBlue
What we’ll cover today
1. Business objectives into content objectives.
1. Segmenting a target customer group.
2. Storytelling & content theme development.
3. Moving customers along the purchase path.
4. TOV, distribution and propagation.
1. What does success look like?
+ some best-in-class food & drink brand case studies included throughout.
A little intro…
Building better brands
THE EVOLUTION OF SOCIAL
WHAT CAN SOCIAL DO FOR FOOD/DRINK BRAND?
HOW CAN A FOOD/DRINK BRAND ‘USE’
SOCIAL?
Social 1.0
Social can be used as another limb with which to reach customers and
target them with communications. (Channel/PUSH)
Social 2.0
Social can be used to connect and engage with people in ways that are
entertaining and give social currency to them. (Human)
Let’s rewind
a little…
What is a Content Strategy?
“The practice of planning for content creation, delivery, and
governance.”
“A repeatable system that defines the entire editorial content
development process for a website development project.”
Content Strategy is the planning of how you intend to attract the right
audience with interesting stories.
It should form part of this…
1.
Role of
Social
2.
Social
Strategy
3.
Platform
Strategy
4.
Content
Strategy
5.
M&E
Measuring
Positive Sentiment:
Drive more
direct sales
Drive
Consideration
Strategic
Pillars of
Activation
Channel
Eco-system
Role of Channels
What we’ll
cover today +
a little more.
Depth of
engagement
A brand’s overall social strategy
Breath of
influence
And it will help to determine this…
Facebook
Twitter
Site &
Content Hub
Instagram
Pinterest
YouTube
what platforms you should be on.
And it will help to determine this…
Facebook
Twitter
what platforms you should be on.
BIG QUESTION for YOU?
What makes your brand, AND other brands - so interesting that
people will want to talk about it and share it with their friends?”
BIG QUESTION for YOU?
What makes your brand so interesting that people will want to talk
about it and share it with their friends?”
Because...
Even boring brands have something
interesting to say!
You can’t succeed in social media if you don’t have something
interesting to say...
At this point in your social media experience, you know that
social media marketing is not just about having a Facebook
page or a Twitter profile!
Social media is the vehicle for
communicating and distributing
interesting stories (content) across the
internet.
You communicate & distribute
interesting stories by being aware of how
all the social channels can work togethe
with a content strategy in place.
1.
Translating your business
objectives into content
objectives.
What are your business objectives for social?
Drive Consideration
Drive Brand Affinity
Push CSR
Direct Sales
Broaden The Conversation Beyond Product
business objectives into content objectives
What are your business objectives for social?
Drive Consideration
Drive Brand Affinity
Push CSR
Direct Sales
Broaden The Conversation Beyond Product
What else?
business objectives into content objectives
PANERA BREAD
Panera don’t just talk about bread.
They talk about other food groups,
the people behind the bread,
partnerships, they help to combat
people’s food insecurities and
promote healthy eating.
business objectives into content objectives
business objectives into content objectives
business objectives into content objectives
business objectives into content objectives
INNOCENT
Topical, fun, quirky and showing the passion of the
people behind the brand.
business objectives into content objectives
business objectives into content objectives
Then put specific content objectives
in place.
business objectives into content objectives
PRIMARY CONTENT
GOAL
Drive usage by tapping into
the passions of the GB
ABC1 target group (middle
class, up to date with
current affairs, ethical,
nerdy, wannabe baristas).
business objectives into content objectives
What’s your business
objective for social and
your primary content goal?
2.
Understanding how to
segment a target customer
group.
Look at their digital behaviour
•
•
•
•
•
•
Connected
Seeking social kudos
Conversational
Curatorial
Creative
Outspoken
segmenting a target customer group
Understanding the digital behaviour of your target
driving force behind short-form
and visual web
have multiple virtual
personalities
love Tumblr, Instagram &
Pinterest, accessed often via
mobile
CREATIVE
most likely to be
influenced by social
media when it comes
to purchasing
CONVERSATIONAL
CURATORIAL
have the highest
number of apps
on their phones
although only use
1/3 regularly
largest group to
engage with
mobile wallets
are aware of value of
their personal data
are prolific users of
messaging apps
big consumers of
online & mobile
video
Smartphone owner
1 in 3 own tablet
Failte Ireland
Social Energisers
COLLABORATIVE
CRITICAL
CONNECTED
hyper connected
most active group on
Facebook and Twitter
2/3 of Twitter
users are
under 34
Over-share
for social
currency
55% read
brand emails
via mobile
most likely to
access social
platforms via
mobile
segmenting a target customer group
Video of Mom’s actual day
versus stated day.
segmenting a target customer group
Develop personas to give a true
understanding of the people you
are trying to connect with.
segmenting a target customer group
DEVELOPING PERSONAS – HOW TO?
Talk to your customer base
Do online surveys
Use search...
PLUS answer some of the following questions to identify buyer personas:
° Gender
° Age
° Family and marital status
° Job description
° Financial situation
The more elements you know about
° Education
your buyers or prospects, the easier
° Geography
° Daily activities
it will be to focus your efforts on the
° Hobbies
right people.
° Habits
° How do they use the web
° Their challenges or pain points
° Their goals
° What are their most pressing needs
segmenting a target customer group
Groups of 4:
Pick one of your brands
and develop 3 personas –
specifically thinking about
their digital behaviours.
Let’s take a
break…
3.
The art to online
storytelling & content
theme development.
Building better brands
You must figure out the story
you want to tell...
storytelling & content theme dev
The art of storytelling
As a brand you need to differentiate from the
competition.
Differentiate means telling a different story – not
the same story told incrementally different.
storytelling & content theme dev
storytelling & content theme dev
storytelling & content theme dev
It’s
NOT about looking for some
“position” to differentiate from competitors,
nor is it about “taglines” and “brand
statements”.
storytelling & content theme dev
The art of storytelling
It’s about creating and sharing compelling relevant
content and behaving in a way that is an
expression and a magnification of your brand.
storytelling & content theme dev
storytelling & content theme dev
storytelling & content theme dev
storytelling & content theme dev
HB ICE-CREAM
storytelling & content theme dev
Developing content themes
These must be built around your target
consumer’s interests. You must find a way of
broadening the conversation from your product
to other topics…
storytelling & content theme dev
Product focused approach to
more of a lifestyle brand.
storytelling & content theme dev
Live the Moy Park Life
Always-on content themes:
1. Food for your family
2. Food for a fitter you
3. Family activities
4. OTHER - topical content,
activations, sponsorships,
competitions, new product
launch
storytelling & content theme dev
Do you have content themes?
Are they broad enough?
Can you begin to broaden the
conversation?
4.
Identifying the role of
content in moving
customers along the
purchase
path.
Understand the content formats that
work best for a social environment.
HOW DO YOU HOOK CONSUMERS?
Bite Size
Role is to pique curiosity and create awareness.
moving customers along the purchase path
HOW DO YOU HOOK CONSUMERS?
Snack Size
Role is to garner concentration and provoke consideration.
moving customers along the purchase path
HOW DO YOU HOOK CONSUMERS?
Meal Size
Further connect, trigger advocacy, provide utility and education.
moving customers along the purchase path
WHAT’S HOT AND WHAT’S NOT.
moving customers along the purchase path
You then need to
understand what stage in
the customer journey your
target market is in.
moving customers along the purchase path
YOUR CONTENT GOALS WILL REFLECT YOUR CUSTOMER’S LIFECYCLE
STAGE
Business Objectives + Overall Content Goal for Social:
• Brand awareness or reinforcement
• Lead conversion and nurturing
• Customer conversion
• Customer service
• Customer upsell
moving customers along the purchase path
Mapping content to the relevant stage of the content journey
customer journey stages:
awareness
familiarisation
conversion
support &
advocacy
content goals:
Put your product in
front of people before
they decide what to
buy.
Show the USP of
product relevant to
the target’s interests.
Drive consideration of
your product.
Convince people that
your product more than
meets their needs.
Deliver conversion
by being overt in
our encouragement
of people to buy
your product.
Enhance the experience
for people once they
have bought your
product.
Prompt people to share
their experience before,
during and post use.
moving customers along the purchase path
Mapping content to the relevant stage of the content journey
customer journey stages:
awareness
familiarisation
conversion
support &
advocacy
content goals:
Put your product in
front of people before
they decide what to
buy.
Show the USP of
product relevant to
the target’s interests.
Drive consideration of
your product.
Convince people that
your product more than
meets their needs.
Deliver conversion
by being overt in
our encouragement
of people to buy
your product.
Enhance the experience
for people once they
have bought your
product.
Prompt people to share
their experience before,
during and post use.
content types:
Entertaining, emotional,
inspirational and
sharable content.
Rational, heritage,
stories, practical
content mixed with
content that gives a real
flavour of the brand.
‘Product’ centric
content that includes
direct & indirect calls to
action. Coupons.
Useful, helpful +
entertaining content.
Content that prompts
UGC.
Customer journey stages:
awareness
familiarisation
conversion
support &
advocacy
moving customers along the purchase path
Customer journey stages:
awareness
familiarisation
conversion
support &
advocacy
moving customers along the purchase path
Customer journey stages:
awareness
familiarisation
conversion
support &
advocacy
moving customers along the purchase path
Customer journey stages:
awareness
familiarisation
conversion
support &
advocacy
moving customers along the purchase path
awareness
familiarisation
conversion
support &
advocacy
Groups of 4:
Pick one of your brands and come up
with 4 content ideas that cover each
stage of the customer journey.
WITH THIS ON SCREEN:
10 MINS TO COME UP WITH 4 CONTENT IDEAS THAT
COVER EACH STAGE OF THE CUSTOMER JOURNEY
5.
TOV, distribution and
propagation.
Identifying the type of content
you need is just one part of the
mix – you need to consider the
tone of how you communicate.
TOV, distribution & propagation
TOV, distribution & propagation
TOV, distribution & propagation
Creating relevant content in the right
tone is only one part of the content
management process.
You need to ensure this content is
distributed and propagated online for
maximum effect.
TOV, distribution & propagation
Distribution & propagation
Organic / Paid / Earned
TOV, distribution & propagation
FLORA
TOV, distribution & propagation
Deep RiverRock
THE HYDRATION CHALLENGE
Testing your hydration levels
through a clever and
addictive Facebook game to
win a Samsung Galaxy Tab.
TOV, distribution & propagation
CONTENT
TOV, distribution & propagation
TOV, distribution & propagation
The content management process
Identify
content
need
Identify
relevant
content
format
Re-purpose
Publish
Evaluate
Engage
with fans &
FOFs
Amplify
across
channels
TOV, distribution & propagation
1.
2.
3.
4.
Who’s currently using paid?
Is it being targeted?
How much do you need to spend?
Who’s over relying on
comps/giveaways for reach?
1.
2.
3.
4.
Who’s currently using paid?
Is it being targeted?
How much do you need to spend?
Who’s over relying on
comps/giveaways for reach?
A sign of a failed social strategy is when
competitions are the only real
engagement you have on social.
6.
What does success look
like?
Successful content mgmt within social = depth & breadth of engagement
Depth of Engagement:
Are people actively and
positively engaging with us
on our brand platforms?
Primary Focus:
Owned Media
Breadth of Influence:
Are people paying attention to
you, positively contributing to
conversations and advocating
on behalf of you across the
web?
Primary Focus:
Earned Media
what does success look like?
Sample engagement metrics
OBJECTIVE
CONSUMPTION
COLLABORATION
METRICS
KPI
Reach
vs. Organic Reach, Potential Reach)
(Paid
Community Size
no. of Fans, Followers)
(Total
Community Growth Rate
Content Interaction
(Like, Rate, Comment, Share)
Frequency of Interaction
Engagement Rate)
CREATION
(Average
Participation Rate
(participation in community-led mechanics)
User-generated content
(No. of pieces, engagement rate)
ENGAGEMENT
MANAGEMENT
Brand: Comm. Member Response Ratio
Brand: Comm. Member Speed
(real time relevance)
Breadth of influence
Your online influence is determined as much, if not more, by how others talk about the
brand online. To drive share of voice, you must actively and consistently monitor and
manage online conversations, pro-actively building relationships across the web.
Media
Partners
Influencers
Communities
Fans
Sphere of Digital Influence:
what does success look like?
BREADTH OF INFLUENCE – SAMPLE METRICS &
KPIS
OBJECTIVE
METRICS
SHARE OF VOICE
Level of Mentions
SENTIMENT
Positive & Neutral Sentiment
ADVOCACY
Fan Shares
SEARCH
RELATIONSHIP MANAGEMENT
KPI (FROM-TO)
Influencers Shares
No. & Reach of Fan & Influencercreated Content (blog posts,
tweets, articles)
Increase in positive search terms
e.g. useful
Pro-active Brand Participation in
relevant third party conversations
No. of Actively Managed
Influencer Relationships
what does success look like?
Other considerations for a strong foundation
Social Media
Policies &
Governance
A set of policies that reflect the brand’s vision in the
social & compliance framework (if necessary)
People Role
Definition
Oftentimes, a number of people are required to work
together to deliver and manage content - it’s critical that
everyone understands their role
Listening &
Analysis Process
Ability to listen to conversations to generate
insights that can feed into generation of relevant
conversation themes
Social Tools
Identification and utilisation of relevant social tools
to deliver efficiencies
what does success look like?
Listening & analysis
• Facebook Insights
• Falcon/Sprout Social
• Google Analytics
• Radian 6
• Topsy
• YouTube Analytics
what does success look like?
So once all
that’s done - it
results in a great
one of these…
THE CONTENT CALENDER
Key things to take away…
• A content strategy is one element of your overall social strategy.
• You’ve now identified your business objective for social and your primary
content goal.
• You’ve thought about some personas for your brand and how to tap into
their digital behaviours.
• You’ve identified potential content themes for your brand.
• You’ve generated content ideas to move consumers along the customer
journey.
• We’ve discussion the importance of good content distribution.
• And now you’ve a better idea on what you should be measuring in social
media.
Q&A