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0:00
Hi.
My name is Julie Atherton,
and I'm the founder
of Small Wonder.
I also write books
on social media
and social media strategy.
Today we're going to talk about
content for social media.
0:15
We're going to cover how
important content is
in our social media
planning and execution,
we'll cover the concept
of using content pillars,
and then we'll look at the
customer value matrix.
0:30
Why is content so
important in social media?
It helps you position
your business
and differentiate yourself
from your competitors.
Importantly, it also establishes
your brand personality.
Because social media channels
are dialogue channels,
you can add a more
conversational style
than you perhaps might use
in other communication channels.
It also encourages engagement
which builds trust.
In an earlier session,
we talked about the
Edelman Trust loop,
which demonstrated how important
regular interaction is
to building trust as it
helps us demonstrate
the brand values in
a consistent way.
Because our content is valuable,
it helps us build
meaningful relationships
which are sustainable,
between the brand
and the consumer
over the long term.
1:24
A good example of
this is Ryanair,
the budget airline,
who uses social media
to build engagement
and increase loyalty
for their consumers.
Ryanair have a strong
presence on TikTok
and they use that presence
to demonstrate these
aspects of their brand
and the relationships they
have with their consumers.
Ryanair has an
unashamed positioning
of being the cheapest
airline out there.
They've taken away every extra
that's available to consumers.
If you want anything extra,
you have to pay for it.
This differentiates them
because they're unashamed
about those extra costs.
Their brand
personality is comedic
and they have a fun attitude
to making a joke out
of these extra costs.
They also use the
filters and tools,
that are available to them
through the social
media channel,
to put a human face
on their planes.
Their engagement
levels are high.
They respond to any comments
that their followers make,
and they hero user
generated content,
encouraging their
followers to tell stories
about awful experiences
they've had
when they've had to
pay extra costs.
This consistent,
humorous relationship
that Ryanair has
with its followers,
builds meaningful relationships
and underpins
this consistent
differentiating positioning
of being the cheapest
airline you can travel with.
