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Social Media Content Generation

Taylor Hulyksmith
Taylor Hulyksmith

The document discusses strategies for generating social media content. It recommends focusing content on your target audience and their interests. Three styles of writing social media posts are presented - "I've gotta do something!", "The stiff calculation", and "The chill" - and "The chill" approach is favored. The document also provides tips for creating a content calendar, measuring performance, and keeping search engine optimization in mind when writing. Case studies of successful social media use by companies are presented.

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SOCIAL MEDIA CONTENT GENERATION TAYLOR HULYK, @TAYLORHULYK SOCIAL MEDIA DIRECTOR, RE:GROUP NOVEMBER 16, 2012
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 RE:GROUP: WHO WE ARE 2
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 DONT LISTEN TO THESE PEOPLE Dear All, Please read this in its entirety: http://theoatmeal.com/ comics/making_things Youre welcome, Taylor 3
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 4 3 WAYS TO WRITE
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 THE IVE GOTTA DO SOMETHING!!!! 5 Im wet! Therefore, uncomfortable, and more likely to do crazy things!
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 THE STIFF CALCULATION 6 Im a frickin cat. And I will get you, mouse. Believe it.
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 THE CHILL 7 Im so great at being a cat.
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 WHICH ONE WOULD YOU GO WITH? 8 1 2 3
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 THE WAY OF THE CHILL 9
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 FOR EXAMPLE...DONT DO THIS 10
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 BE YOURSELF, BUT BE SMART ABOUT IT Ask yourself these questions: Who is my audience? Where do they hang out? What are the norms of the medium? What do I want to accomplish there? What is my tone? What is my message? How will I measure that? 11
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 CASE STUDY: GOLDFISH SWIM SCHOOL 12 You might think were talking to them...
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 CASE STUDY: GOLDFISH SWIM SCHOOL 13 But were really talking to them.
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 CREATE CONTENT CATEGORIES P a r e n t a l E d u c a t i o n A d m i n i s t r a t i v e U p d a t e s S t a f f S t u d e n t s E x p e r i e n c e F r a n c h i s i n g U p d a t e s 14
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 CREATE A CONTENT CALENDAR 15 Date Topic Verbatim Content Category Link Multimedia Performance Friday, 10/5/12 The Student Experience We know you feel great knowing that your kids are getting the instruction and experience they need to feel comfortable in the water, but how do THEY feel? We asked Goldfish Swim School - Ann Arbor sisters Carmen and Kennedy and this is what they had to say: We love swimming! Im Carmen and my favorite part is monkey, tree, banana. Im Kennedy and my favorite part is diving for rings! We love our teachers because they are so silly! Students None Photo of Carmen and Kennedy 11 likes No comments No shares 48 engagements 9 people talking about this
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 MEASURE REGULARLY Like Count Post Likes Comments Shares Number of Posts Proactive Customer Interaction Most Popular Content Category Facebook Website Referrals 16
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 WHEN WRITING... You naturally write for search, so dont try too hard. But there are some things to take note of before you write! What keywords are your competitors winning? Which keywords are you winning? Which keywords are people using to find your site? Which do you want to win? How many searches are being done for your desired keyword? How likely is it that you can organically win the keyword? 17
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 REMEMBER, BE YOURSELF...FOR YOUR AUDIENCE. 18 Now get to content generating!
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 THANK YOU! Questions? @taylorhulyk taylor.hulyk@regroup.us 19
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 PHOTO CREDIT 際際滷 3 (Three Peppers): http://www.flickr.com/photos/sheepies/2907192949/ 際際滷 4 (Wet Cat): http://www.flickr.com/photos/macwagen/225493960/ 際際滷 5 (Hunter Cat): http://www.flickr.com/photos/netzanette/6100501480/in/photostream/ 際際滷 6 (Chill Cat): http://www.flickr.com/photos/girius/5938542750/ 際際滷 8 (Dave Matthews): http://www.flickr.com/photos/75858419@N04/6814492490/ 際際滷 17 (Paw Print): http://www.flickr.com/photos/auntikhaki/130332937/ 20

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Social Media Content Generation

  • 1. SOCIAL MEDIA CONTENT GENERATION TAYLOR HULYK, @TAYLORHULYK SOCIAL MEDIA DIRECTOR, RE:GROUP NOVEMBER 16, 2012
  • 2. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 RE:GROUP: WHO WE ARE 2
  • 3. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 DONT LISTEN TO THESE PEOPLE Dear All, Please read this in its entirety: http://theoatmeal.com/ comics/making_things Youre welcome, Taylor 3
  • 4. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 4 3 WAYS TO WRITE
  • 5. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 THE IVE GOTTA DO SOMETHING!!!! 5 Im wet! Therefore, uncomfortable, and more likely to do crazy things!
  • 6. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 THE STIFF CALCULATION 6 Im a frickin cat. And I will get you, mouse. Believe it.
  • 7. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 THE CHILL 7 Im so great at being a cat.
  • 8. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 WHICH ONE WOULD YOU GO WITH? 8 1 2 3
  • 9. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 THE WAY OF THE CHILL 9
  • 10. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 FOR EXAMPLE...DONT DO THIS 10
  • 11. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 BE YOURSELF, BUT BE SMART ABOUT IT Ask yourself these questions: Who is my audience? Where do they hang out? What are the norms of the medium? What do I want to accomplish there? What is my tone? What is my message? How will I measure that? 11
  • 12. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 CASE STUDY: GOLDFISH SWIM SCHOOL 12 You might think were talking to them...
  • 13. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 CASE STUDY: GOLDFISH SWIM SCHOOL 13 But were really talking to them.
  • 14. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 CREATE CONTENT CATEGORIES P a r e n t a l E d u c a t i o n A d m i n i s t r a t i v e U p d a t e s S t a f f S t u d e n t s E x p e r i e n c e F r a n c h i s i n g U p d a t e s 14
  • 15. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 CREATE A CONTENT CALENDAR 15 Date Topic Verbatim Content Category Link Multimedia Performance Friday, 10/5/12 The Student Experience We know you feel great knowing that your kids are getting the instruction and experience they need to feel comfortable in the water, but how do THEY feel? We asked Goldfish Swim School - Ann Arbor sisters Carmen and Kennedy and this is what they had to say: We love swimming! Im Carmen and my favorite part is monkey, tree, banana. Im Kennedy and my favorite part is diving for rings! We love our teachers because they are so silly! Students None Photo of Carmen and Kennedy 11 likes No comments No shares 48 engagements 9 people talking about this
  • 16. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 MEASURE REGULARLY Like Count Post Likes Comments Shares Number of Posts Proactive Customer Interaction Most Popular Content Category Facebook Website Referrals 16
  • 17. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 WHEN WRITING... You naturally write for search, so dont try too hard. But there are some things to take note of before you write! What keywords are your competitors winning? Which keywords are you winning? Which keywords are people using to find your site? Which do you want to win? How many searches are being done for your desired keyword? How likely is it that you can organically win the keyword? 17
  • 18. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 REMEMBER, BE YOURSELF...FOR YOUR AUDIENCE. 18 Now get to content generating!
  • 19. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 THANK YOU! Questions? @taylorhulyk taylor.hulyk@regroup.us 19
  • 20. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. Search Marketing Workshop: Social Media Content Generation | #SMW2 | November 16, 2012re:group, inc | www.regroup.us | 息2012 PHOTO CREDIT 際際滷 3 (Three Peppers): http://www.flickr.com/photos/sheepies/2907192949/ 際際滷 4 (Wet Cat): http://www.flickr.com/photos/macwagen/225493960/ 際際滷 5 (Hunter Cat): http://www.flickr.com/photos/netzanette/6100501480/in/photostream/ 際際滷 6 (Chill Cat): http://www.flickr.com/photos/girius/5938542750/ 際際滷 8 (Dave Matthews): http://www.flickr.com/photos/75858419@N04/6814492490/ 際際滷 17 (Paw Print): http://www.flickr.com/photos/auntikhaki/130332937/ 20