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Content Strategy UGBA 198 Haas School of Business UC Berkeley
Content Strategy What is your brand’s narrative? Heart of social media marketing Alignment, alignment, alignment Corporate Branding Business Objectives Marketing Objectives Situation Analysis
Content Strategy—Development Customers Competitors Collaborators Company Context
Content Strategy—Management Sustainable over time Unique content for each platform Alignment with corporate and marketing strategy Integrated Marketing Communication (IMC) Consistent tone and branding across all platforms Timeliness is key—hint: #trending
Content Calendar Ensure that all channels are updated routinely Enable multiple members and editors to work together Avoid scheduling conflict and content overlap Address marketing and business objectives
Content Calendar—Example Source: HootSuite
Case Study: UC Berkeley
Case Study: UC Berkeley P1 Brand Prestigious, #1 Public University, Top Faculty Diverse, quirky, lots of studying (of course!) Corporate Objectives Tell the “Berkeley story” Promote “Reaching further” Increase reputation, admissions, selectivity Increase interested students and applications
Case Study: UC Berkeley P2 Marketing Objectives Acquire new followers Retrain and engage existing followers Tell the “Berkeley Story” Communication pipeline to students Promote student UGC 5C’s Customers: Current, Prospective, Alumni, Parents Collaborators: Admissions, Student Orgs, External, Administration Competitors: Harvard, Stanford, UCLA, UCI Company: Social Media Strategist and Consultants, Public Affairs Context: More students are on social media now than in the past
Case Study: UC Berkeley P3 What is their content strategy? Showcase campus diversity Showcase Berkeley quirkiness Showcase pride and ranking Communication from administration
Takeaways Content strategy is the heart of social media marketing Consistency, sustainability, and alignment are important Marketing frameworks can also be applied to social media marketing: 5C’s of Marketing Strategy AIDA: Attention, Interest, Demand, Action SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats Food for thought on case study… Harvard / Stanford content strategy vs. UC Berkeley?