Global Marketing

Posted by Micheline Sabatté, Product Marketing Manager, Paid Search & Performance Media

Two weeks ago in Part 1: Define Your Audience of Creating a Content Strategy for Your Facebook Page, we discussed how to get started with a content strategy by focusing on the importance of developing customer-centric content. We provided a simple three-step framework: (1) Segment your audiences, (2) identify their needs and (3) indicate the desired actions you want them to take. Direct marketers should be quite familiar with these concepts because they are the basic principles that they hold dear and true for driving successful results.

Well, in this week’s column, we will spend some time discussing how to maintain content on your Facebook Page. We will identify the two types of content, and focus on the internal processes and content production roles required to ensure that the information posted to your Facebook Page is current.

Planned Content vs. Unplanned Content

In order to select the right content producers, you must first understand how often the content for your Facebook Page will need to be produced and maintained. By identifying all the content that will be produced, you will realize that your content falls into two buckets—some of your content can be planned and created in advance, while your other content is unexpected, and must be created in real-time or on-the-fly.

For example, a promotional campaign can be planned in advance because you need to know what your offer is, when it expires, who it’s for and how it works. Breaking news cannot be planned in advance, so it is categorized as unexpected or unplanned content. Domino’s experienced this last week when two (now former) employees posted a video to YouTube resulting in a public PR nightmare (as reported in the New York Times). When these unplanned events occur, marketers are able to successfully weather those storms when they have a well-defined process in place for responding in a timely manner.

Based on the Performics audience matrix we created and used as an example two weeks ago, we outlined how it would be helpful for Performics to create the following content for their Facebook Page for their three main external audiences (namely prospective clients, job seekers and the press/media):

  • List of upcoming Webinar events with registration form
  • Company contact information (including HR)
  • Lead generation form to qualify prospects and set them up with the right sales person
  • Application that pulls in content from the Performics Blog
  • List of current job openings
  • Online application form for applying for job openings
  • Information about employee benefits
  • Bylines from agency executives
  • Press releases and news stories published about Performics
  • Contact information for how to set up appointments with agency executives
  • Information to provide a sense of the agency culture

By looking at this list, we can organize the content into our two buckets (planned and unplanned) and offer suggestions for how we are going to maintain the content. Depending on how static the content is will affect what resources are needed to maintain the content. Static content does not need to updated frequently because it tends to serve as general, overview information with no time value attached to it. The majority of the content for Performics based on this list is static, so it can be maintained fairly easily.

Once you understand how often your content is produced, you will need to make sure you are enlisting the right content producers (both internally and externally) to help.

In-House vs. Outsourced Talent

When you are selecting content producers, you need to factor in your staff’s in-house capabilities. Do your employees know HTML or FBML (Facebook’s mark-up language)? Can your employees manipulate photos and graphics in tools like Photoshop? Does anyone on your team have video editing or video production skills? If you don’t have graphic designers, copy writers or web developers on your team, or if they do not have the bandwidth to handle additional projects, then perhaps some of your content work will need to be outsourced to an agency or creative shop.

Once internal skills are identified and external resources are enlisted, the two teams must collaboratively develop a process that specifies roles and responsibilities, which provides a timeline of the production process from content creation to posting. Basically it will outline how each person contributes to the content production process. 

Next Time in our Final Installment

So far, we have focused on defining audiences and the types of content they will need, and enlisting the right people internally and externally to produce and maintain that content as needed. We will conclude our discussion of creating a Facebook Page content strategy next time in “Part 3: The Social Factor” where we will describe how the interactive tools on your Facebook Page affect your content strategy.  

April 23, 2009 Thursday: Creating a Content Strategy for Your Facebook Page (Part 2: Select Content Producers to Keep Information Current)

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