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Content Strategy
What the what?
   Mandy Stahl
Community Manager
  @MandyStahl
Content Strategy: What the what?
Why content strategy?
 How are you talking to your
  community/potential attendees?
 Give them information they want/need to
  keep them engaged with you
 Stop just asking them to buy from you
 Make use of all of your resources
 Unique experiences in each platform
Questions to ask yourself:
Where does content come from?
Where does content come from?
Where does content come from?
              Editorial Dept
                    Magazine + Onsite News
              Marketing Dept
                   Printed pieces + Website
                   language
              Learning Dept
                   Session tracks and general
                   session speakers
              Expo Dept
                   Logistics + special event
                   information
              Public Relations Dept
                   Whats in the news about
                   conference/industry
              Member services Dept
                   Volunteer activity
              Foundation/Policy Depts
                   Fundraising Events
Rule #1 Lesson for Working World
Rule #1
People are inherently
        lazy.
Rule #1
People are inherently
        lazy.
      Yes, you too.
        Me too.
Facebook
Facebook




     What?
Facebook
Facebook
Facebook
   Write 2-3 sentences at most
   Videos and pictures are essential
   Links with thumbnail pictures
   Ask open ended questions
   Pull relevant news articles
Facebook Questions
 What was your favorite part of last years
  conference?
 What are you most looking forward to?
 How will you be traveling to the conference?
 What is your favorite takeaway from todays
  general session?
 What was your favorite What ___ say meme?
 What is your favorite conference food?
 Have you been to ____ city before? Have any
  suggestions for other attendees?
Great Facebook Resources
 Allfacebook.com
Twitter
   140 Characters max (duh)
   Leave room for RT characters so max at 120
   Shorten your links
   Use consistent abbreviations
     Association International Conference
     Assoc. Intl Conference
     Assoc Intl Conf
 Always include conference hashtag
 Use industry recognized hashtags
 Ask questions
Website
    Updated content
     keeps homepage from
     looking stale
    Gives reason to visit
     site again
    Chance to highlight
     other portions of event
YouTube
 Can cross-promote on Facebook
 Ask speakers to do own promotional
  videos for their sessions
 Quality
Okay, now what?
Set Expectations
 Facebook
   1-2 posts per week
   2-3 posts per week for last 2 months
 Tweets
   1-2 per week 6 months out
   3-4 for last 2 months
 Website Whats New
   1 per week for last 2 months
Content List
   Brainstorming with all teams
   Shared content list
   Talk through each platform for each week
   Shared calendar with colors by post type
   Work through writing for each platform
    with marketing manager
   Keep content team motivated
   Share stats on previous weeks posts
   Show them when their ideas work
   Share updated list per week
Engage Volunteers
 Detailed list of suggestions for interaction for
  both speakers and volunteer groups
 Post on Twitter once per week using the hashtag
  #ASAE12
 Like the ASAE Annual Page:
  www.facebook.com/asaeannual
   Im looking forward to #ASAE12 because I will get to
    see @MandyStahl!
   When you are making your schedule for #ASAE12
    make sure to put my session on XX at XX. It will
    change your life!
Define Success
 Facebook
   # of likes or # of interactions
 Twitter
   # of tweets using hashtag
 Private network
   # of people
   # of member lead conversations
After Conference
 Plan for wrap-up content
 Emails
 Tweets review
 Continue to encourage attendees to share on
  FB
 Okay if not going 100% all year
End
 Take a nap. You deserve it.
Thank you!
 Tweet me with any questions: @MandyStahl
 Can also be reached on any of my social
  channels at www.mandystahl.com
Ad

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Content Strategy: What the what?

  • 1. Content Strategy What the what? Mandy Stahl Community Manager @MandyStahl
  • 3. Why content strategy? How are you talking to your community/potential attendees? Give them information they want/need to keep them engaged with you Stop just asking them to buy from you Make use of all of your resources Unique experiences in each platform
  • 4. Questions to ask yourself:
  • 5. Where does content come from?
  • 6. Where does content come from?
  • 7. Where does content come from? Editorial Dept Magazine + Onsite News Marketing Dept Printed pieces + Website language Learning Dept Session tracks and general session speakers Expo Dept Logistics + special event information Public Relations Dept Whats in the news about conference/industry Member services Dept Volunteer activity Foundation/Policy Depts Fundraising Events
  • 8. Rule #1 Lesson for Working World
  • 9. Rule #1 People are inherently lazy.
  • 10. Rule #1 People are inherently lazy. Yes, you too. Me too.
  • 12. Facebook What?
  • 15. Facebook Write 2-3 sentences at most Videos and pictures are essential Links with thumbnail pictures Ask open ended questions Pull relevant news articles
  • 16. Facebook Questions What was your favorite part of last years conference? What are you most looking forward to? How will you be traveling to the conference? What is your favorite takeaway from todays general session? What was your favorite What ___ say meme? What is your favorite conference food? Have you been to ____ city before? Have any suggestions for other attendees?
  • 17. Great Facebook Resources Allfacebook.com
  • 18. Twitter 140 Characters max (duh) Leave room for RT characters so max at 120 Shorten your links Use consistent abbreviations Association International Conference Assoc. Intl Conference Assoc Intl Conf Always include conference hashtag Use industry recognized hashtags Ask questions
  • 19. Website Updated content keeps homepage from looking stale Gives reason to visit site again Chance to highlight other portions of event
  • 20. YouTube Can cross-promote on Facebook Ask speakers to do own promotional videos for their sessions Quality
  • 22. Set Expectations Facebook 1-2 posts per week 2-3 posts per week for last 2 months Tweets 1-2 per week 6 months out 3-4 for last 2 months Website Whats New 1 per week for last 2 months
  • 23. Content List Brainstorming with all teams Shared content list Talk through each platform for each week Shared calendar with colors by post type Work through writing for each platform with marketing manager
  • 24. Keep content team motivated Share stats on previous weeks posts Show them when their ideas work Share updated list per week
  • 25. Engage Volunteers Detailed list of suggestions for interaction for both speakers and volunteer groups Post on Twitter once per week using the hashtag #ASAE12 Like the ASAE Annual Page: www.facebook.com/asaeannual Im looking forward to #ASAE12 because I will get to see @MandyStahl! When you are making your schedule for #ASAE12 make sure to put my session on XX at XX. It will change your life!
  • 26. Define Success Facebook # of likes or # of interactions Twitter # of tweets using hashtag Private network # of people # of member lead conversations
  • 27. After Conference Plan for wrap-up content Emails Tweets review Continue to encourage attendees to share on FB Okay if not going 100% all year
  • 28. End Take a nap. You deserve it.
  • 29. Thank you! Tweet me with any questions: @MandyStahl Can also be reached on any of my social channels at www.mandystahl.com

Editor's Notes

  • #26: Again, back to rule #1- People are Lazy. Give them as many detailed examples as possible. Write the tweets for them. Write the facebook posts for them. They will still probably not post, but important to try because they like to feel like included in the process. Plus if they dont participate one reason for getting new people on volunteer groups.