Content Refinement

shortcourses Univ3rsitY2 AUB_GUEST LESSON 4 RECAP Login to Computers Last week we looked at: Understanding the Types of Analytics Where to Find Data Reporting Your Data Collecting Your Own Data How did you get on with your Type Forms? Who gave polls a try on Twitter or Instagram? Login to Computers shortcourses Univ3rsitY2 Login to WIFI AUB_GUEST 50382280

LESSON SIX CONTENT REFINEMENT

AUDITING REFINING CONTENT TESTING NEW CHANNELS

AUDITING

JOINING TOGETHER THE DOTS Over the past five weeks, we’ve built up a picture of your social landscape, the types of content you can create, how to post and where to find data. We’re now going to join this all together in a high level audit. This will help you to be clear on where you are, and what you need to do to reach your goals. Please open this template and save a copy to work on: https://goo.gl/tUQLxr

REFINING CONTENT

THE FOUR C’s CLEAR CONCISE COHERENT CORRECT

IMAGES Making sure that your images are the right size for the platform and also the right quality can have a huge impact on your Social Media. Check out this guide for image sizes: https://goo.gl/eqpeh3

ACTION The key to all social media is sharing. Whether you want them to comment, buy, like, subscribe - every piece of content you put out should be actionable in some way by the viewers. Calls to Action Correct Links Sharing Enables

CRITIQUE It’s really important to consistently review your Social Media output, but often you might not view it with fresh eyes. Getting a second opinion regularly can help you to spot gaps in your performance. In pairs, I’d like you to constructively critique the last few pieces of content your partner has published on Social Media. Check things like spelling, grammar, image size and calls to action.

TESTING

TESTING THE WATERS Social Media gives you an opportunity to carry out trials, and make errors, within a controlled environment. With most features on social media being free to use, you can easily spin up a campaign for next to nothing to test out an idea you have. You can then use platform analytics to decide whether or not it’s worth investing more budget and resource into the campaign.

A/B TESTING Also known as Split Testing, A/B Testing allows you to refine your content over and over again, until it’s just right. There are tools you can use to split test on websites that will divert your traffic equally to different options, however the easiest way to test on social media is to keep all the elements bar one the same. Things you can test: Does the reach increase with the same content at a different time. Do you get more click throughs with a green image rather than a blue image.

GROWTH HACKING Growth hacking is an approach that allows you to maximize your marketing efforts and produce results quickly. More often than not, the ideas flop, but the principle of Growth Hacking is that it’s low expenditure and if just one of your ideas takes off, it will go viral and bring in mega bucks. Real Life Examples: Dollar Shaving Club

CROWDSOURCING You’ve probably heard of crowdfunding, a way to ask the public to donate small amounts of money to get a project off the ground. Crowdsourcing works in a similar way, you ask people to contribute to discussions or give ideas for new products, services, improvements etc for your business. Examples of Crowdsourcing: Ideas for a new flavour of juice Features people want on a new phone

TEST TIME Think of something you’d like to try out with your audience that you can use on of the types of test to implement. Either plan your Growth Hack or try out a Crowdsourcing or A/B Test!

NEW SOCIAL PLATFORMS

SNAPCHAT Colorful filters, face-swapping effects, messaging, and other playful functions have made the app wildly successful with people of all ages. And brands are just as tuned into the benefits of Snapchat from a business perspective. Geofencing capabilities make it a great tool for time and place sensitive sharing Behind-the-scenes Snapchat stories alleviate curiosity by lifting the curtain and showing followers what goes on ‘backstage’ https://prosperitymedia.com.au/how-to-use-snapchat-for-business-in-2017/

MEDIUM Medium is a great platform to add a human element to your business. Companies tend to have success, more so, operating as individuals. Establishing thought leaders on the platform, who in turn advocate the company they work for. You can connect to your existing social accounts to automatically import your followers The smaller platform allows more opportunity to be seen and get your posts featured https://www.socialmediaexaminer.com/medium-for-business-the-complete-guide-for-marketers/ https://blog.kissmetrics.com/marketers-guide-to-medium/

GOOGLE+ Google+ has significant impact on SEO and search traffic volume. Anyone that does business with you can share their experience using Google+. You can use business reviews as a way to get more credibility, increase your organic search ranking, and influence potential buyers to check you out over the competition. Circles help you to organise connections into customers, suppliers, influencers Collections allow you to easily follow topics relevant to your business Communities are a great way to connect with people already interested in your industry https://blog.hootsuite.com/create-a-google-plus-page/

PINTEREST Pinterest is great for B2C in fact Pinterest helps to reduce the number of steps from discovery to conversion, making it easier for people to get straight to the source. Visitors from Pinterest are more likely to convert into leads or sales faster than from other social media sources. Add influencers as collaborators so they can pin content to your Pinterest boards Easily keep ownership of content pinned from your website Pin from Site feature lets you add widgets to help users amplify your message https://strongcoffeemarketing.com/quick-tips/6-reasons-you-should-be-using-pinterest-for-business/

TRY SOMETHING NEW Set up a new platform of your choice, remember to keep it consistent with your other channels. Refine some of your existing content to share or create a new piece of content to post on the channel. Invite your followers to add join you on this new platform, you could even add an incentive we a competition.

LESSON SIX ROUND UP

AUDITING REFINING CONTENT TESTING NEW CHANNELS

NEXT WEEK Creating Events Online Shops Integrating Channels

SEE YOU NEXT WEEK