Educator: Carmine Errico

Email:
carmine.errico@shawacademy.com

CREATING ENGAGING AND DESIRABLE

CONTENT
Advanced Social Media Marketing
 Agenda

• The Advanced course in Social Media

• Content: Quality, Quality, Quality!
• Paid, owned and Earned
• Organic Content
• Content Schedule
• Tools for content creation and curation
• Review/Preview
 The 3 Modules

• Social Monetisation Semester

1. Creating engaging and desirable content
2. Monetisation: Revenue Creation in the Online Space
3. Further developing Facebook for Social Media Marketing
4. Twitter: Making the Most of your Second Screen Experience

• Visual Communication Semester

1. Instagram: Visual Content for Business
2. LinkedIn : B2B Marketing and Lead Generation
#ASMM
3. YouTube and Video content for Social Media
4. New Emerging Social Media Platforms

• SME & NPO Semester

1. Social Media for SME’s and NPO’s
2. SEO and Social Media
3. Advanced Social Media Management
4. Auditing your Social Media Pages
SocialAgenda
Monetisation Semester

• Social Monetisation Semester

1. Creating engaging and desirable content
2. Monetisation: Revenue Creation in the Online Space
3. Further developing Facebook for Social Media Marketing

#ASMM
4. Twitter: Making the Most of your Second Screen Experience

• Next Practical lessons

1. How to create content that work
2. How to create Advert on Facebook and Twitter
3. Review of your Facebook and Twitter Advert
4. Take note: No weekly assignments! The practical lessons are your
“weekly assignments”
 This course is about you

• Check your Facebook page

• Check your Facebook Advert
(Practical lessons)

• Check your Twitter page

• Check your Twitter Advert
(Practical lessons)

• Check your Instagram page

• Check your Instagram Advert
(Practical lessons)
Just some Statics…

What contents do How will marketers How will marketers What platforms do How much time
Marketers think are plan on changing change their future marketers feel are people spend on
important? their advertising? content activities? important? Social Media daily?

Importance Promotion Change Platforms

1. Facebook (57%) 1.Video (73%) 135 mins

1. Facebook – 40 mins on YouTube
2. Google (37%) 2. Visual (71%) Instagram (55%) 35 mins on Facebook
1. Blogging (38%) 3. Linkedin and 3. Blog (66%) 2. Linkedin (18%) 25 mins on Snapchat
2. Visual (37%) Instagram (31%) 4. Live video (39%) 3. Twitter (12%) 15 mins on Instagram
3. Videos (21%) 4. YouTube (28%) 5. Podcast (26%) 4. YouTube (4%) 1 min on Twitter
2016 Social Media Examiner
Type of contents

Visual

Video
+
Copy
Blog

Podcast
 What contents do?

• Inspires conversions
• Drive engagement
• Inform consumers
• Generates R.O.I.
• Build up our authority
• Give value to ourselves
 Structuring your contents

• Quality
• Provide Value!
• Direction
• Context (Know your Vertical!)
• End Goal
• Think the content you like mostly
Visual Content

Visual

• Inform consumers

• Is there another “hidden” end goal?

• Yes! Sale! Not direct, soft selling

 Visual Content

Visual
• Easily consumed

• How do we engage?
• Like, React, Comment!

• Products
• Quality photo
• If in action is better
• Description and link where they can buy it
• Make it easy!
 Video Content

Video

• HQ video (LIVE!)
• Tell a story
• No direct selling!
• Inspires conversions
• Generates R.O.I.
 Video Content

Video
• What we need to consider about
video?
LIVE
• Difficult to create but just it works!
• How to & Demonstrations
• Live video!!!
• Variable
 Video Content FUTURE DIRECTION

Video

• Augmented Reality

• Virtual Reality

• Clickable Content
 Blog Content

Blog

• Drive engagement
• Inform consumers
• Value-oriented content
• Show authority
• Show your competencies
 Blog Content

Blog

• Information
• Show what you know!
• SEO
• End Goal
• Answer to the people`s questions
Podcast Content

Podcast
• Information
• Inspires conversions
• Drive engagement
• Make sure you have goals aligned with
your business objectives
• Personal development
• Brand building
Content that convert…

‘How to’ Round Ups Previews/Reviews Lists Interviews

 How To

• Definition: “A guide that provides detailed and practical advice. A set of step-by-step
instructions for accomplishing a certain task or reaching a certain objective. Giving or
pertaining to basic instructions and directions to the layperson on the methods for doing
or making something, especially as a hobby or for practical use”

• Give information
• Help SEO (Google really like them)
• Think as your customer: “How-to do something” is also what your look for on
Google.

• Make easier to reach potential leads/consumers

 Round-Up

• Definition: “Roundup blog post is the prototype blog content type for content curation.
Bring together several resources from others in one post, based around a given theme or
idea, and then present it to the world”.

• Give information
• They attract tons of traffic
• They boost your Authority
• They Help Build Relationships with Influencers
• People are lazy! Never forget that!
 Preview/Review

• Definition Review: “a formal assessment, a critical evaluation of something with the

intention of instituting change if necessary”

• Definition Preview: “An opportunity to view something before it is acquired or

becomes generally available. Display something before it is made generally available”

• Be the first to give information!

• Helpful and useful
• You can surf a trend and your brand awareness will increase
• People are curious: they`d love it
 List

• Definition List: “Content that has a certain number of

points, like the article you usually read”

• List posts came out on top always

• Lists and “why” posts proved to have the most reliable
social traction, averaging around 21,000 shares per
month with a variance of less than 2.5%
• We are more likely to share, engage with, and benefit
from list posts shared on social media
• People love list of information and curiosity
 Interview

• Definition Interview: “A meeting or conversation

in which a writer or reporter asks questions of one
or more persons from whom material is sought for
a newspaper story, television broadcast, social
page…”

• Make yourself authoritative

• Brand recognition
• Useful and helpful tips and explanation about a
specific topic
• People love Interviews because the interviewee
should be an expert
PAID, OWNED, EARNED
 PAID Media

• Anything backed with money – Advertising

• PPC
• Display Ads
• Social Media Advertising
• Paid influencer Advertising

• Brand Building

• Reach potential leads/consumers

OWNED Media

• Displaying content in a channel a company

controls
• Blog – Podcasting – Organic Social Media –
Email – Packaging
• Change Awareness to Interest/Desire
• Majority of our content
EARNED Media

• Communication about a brand not dictated by a marketer

• Word of Mouth
• Online reviews
• Media publications

• Brand Advocacy

• User Generated Content

Tools for Content Creation
Tools for Content Creation
Sharing Content

• Can you share from your site?

• Improve reach and impressions

• Passion for the brand

User Generated Content

• Using your audience for inspiration

• Often ties to brand advocacy

 Advocacy

• Having passionate people engage with

our brands

• Source of UGC

• Share their opinions

 Curated Content

• Curated Content: “Content curation is when a person (or a team) consistently finds,
organizes, takes notes, and shares relevant and high quality digital content on a specific
topic for their target market”

• Curation is:
• A person, not simply a computer algorithm
• Being discerning, discriminative, and selective
• Adding value: perspective, insight, and guidance
• A laser focus on your audience
 Curated Content KeyPoints

• You can curate content from a wide variety of online sources

• Organize curated content using rich and tailored
topics, grouping and categorizing related content
• Share content with your audience via many different channels
• Content Curation is not aggregation
• Content Curation is a fundamental human process: the
creator is the centre
 Curated Content Guide

1. Define your objectives

2. Find your sources
3. Curate by organizing and editorializing
4. Share via a variety of channels and media
5. Analyse and optimize your content curation
performance
 1. DEFINE YOUR OBJECTIVES

• Marketing
• Knowledge Management
• Publishing (use groups)
• Competitive Intelligence
 2. FIND YOUR SOURCES

• Picking your topic:

• Competitive landscape
• Audience interest
• Content landscape

• Discovering Content Sources

• Known and Trusted Sources
• Additional Source
 3. CURATE

• Relevant
• Credible
• Diverse
• Validating
• Unique
 4. SHARE

• A dedicated site (New Title-Summary-Link Back-

Question)
• A newsletter (Introduction-Original pieces-
Relevant-Call to action-contact form and share
button)
• Social media posts (Use groups)
• Feed
• An on-site news widget
 5. ANALYZE SOCIAL MEDIA METRICS

• Metrics to watch?

• Followership/Fan Growth
• Retweet
• Comment to the post
• Reach
• Read comment to create new content
 Content Schedule

• We plan our content periodically – typically

weekly or monthly

• Gives us a structure and strategy

• Track performance
 Content Schedule

• Editorial calendar: • Social media Content calendar:

➢ Title or description of the content ➢ All social media messaging
➢ Links to supporting documents, like ➢ Time
content briefs ➢ Title
➢ Author or writer ➢ Copy
➢ Deadline ➢ Link
➢ Channels you will promote it on ➢ Click
 Editorial Calendar
Title Author Topic Deadline Publish Time Images Publishing Channels
Monday
Social Media Templates to Save You Hours of Work Carmine Errico Will share templates that social media managers might
11/04/2017
find useful, or that could save them
7:00 PM
timeScreenshots
and planning Blog, Facebook, Twitter, LinkedIn

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday
Social Media Content Calendar
MONDAY (DATE)
Time Title Copy Link Clicks
TWITTER
00:00
02:00
04:00
06:00
08:00
10:00
12:00
14:00
16:00
18:00
20:00
22:00
FACEBOOK
06:00
10:00
02:00
GOOGLE+
06:00
10:00
02:00
LINKEDIN
08:00
12:00
04:00
INSTAGRAM
12:00
18:00
 Develop your content strategy

• Use the social media content rule of thirds:

➢ ⅓ of content promotes; ⅓ of content shares ideas and
stories from thought leaders; ⅓ is original brand
content
➢ We have also the 5-3-2 rule
➢ 80/20 rule

• Work our editorial calendar template and social media

content calendar template to assist your planning
What we achieved today

• How to structure your content

• Tools for Content Creation

• What type of content do we use

• What do we do with content

 Recap

• Introduction to ASMM
• Stats for content
• Types of content for Social Media Marketing
• Tools for content creation
• Sharing content
• User Generated Content
• Curated content
• Content Schedule
Next Practical lesson – In 2 days

Demonstration on Content Creation

Variety of tools

Canva

Infogram

PicMonkey
It’s all about you!
Next Theory lesson – In 1 week

Monetisation
What we’ll cover:

• Tools for Social Media Selling

• Tracking sales data
• Content and monetisation
 Please Rate the Webinar

After the lesson we will ask you to rate

the lesson on a scale of 1 (lowest) to 10
(highest).
GRAZIE MILLE!!!
At the end of every webinar the educator will do a bonus
Q&A session to help answer your questions.

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@shawacademy

ENGAGE ON SOCIAL MEDIA

CARMINE.ERRICO@SHAWACADEMY.COM