In 2010, I developed the 1st version of the Message Placemat. It allowed me to turn #SocialMedia over to interns and know they'd be on message for my org. I thought I'd share it here with a bit of background. The goal is for #content to be relevant. #marketing🧵1/
First, you need to know the basic flow of consumer psychology: Awareness, Preference, Engagement, Referral/Retention. The goal is to take your audience on this journey and these can be both micro (daily) and macro (quarterly) themes. 2/
Awareness is the most difficult: Do they know you even exist? They can't like you, if they don't know you, right. These can be fun facts, or bits of knowledge, or basic info. I tend to default to a "Did you know" type of message. 3/
Prom Analogy: In high school, if you are looking for a prom date, people have to know you exist. They need to be aware of your available status. Still doesn't mean they will be your date, or even like you. but they gotta know. 4/
Preference is next up, & where some people stop, b/c of the high they get just by being liked: Do they like you? The reason people stop here is b/c preference feels like engagement. But just b/c they like you, doesn't always mean they'll engage. Preference don't pay the bills. 5/
Prom Analogy: Ok, ok, people know you exist and are looking for a date, but would they even consider going to the prom with you? Are you their type? The pie is getting smaller -- work on your affability. 6/
Engagement is the first crucial behavior in this flow: Will they buy, subscribe, attend, etc? What is the message that results in a behavioral change. The last step had to do with attitude; this step is all about action. 7/
Prom Analogy: Will they go to the prom with you? The number of people that know you and like you, will get chopped down. Some of those folks already have dates planned, so you aren't an option. 8/
Retention/Referral is the place so many marketers fall down: Will they stay engaged and/or tell others about you? You can create content around this. Start by saying, "Thank you." It's the most basic strategy. 9/
Prom Analogy: Pretty simple really...would that date you again or tell their friends to date you? (note: my prom date would not have...another story for another day). 10/
Back to the Message Placemat. I built this so you can pick a date in the year and, based on how you mapped out your strategy, identify the type/tone of message you want to share. Day or the week, week of the month, month of the quarter, quarter of the year. All on one page. 11/
All you have to do is map out how you want to move people through the spectrum over the course of the year & then create content around that. Each month I'd outline the key topics for each week and then let the interns loose. 12/
Here is a blank version for you to use. If you'd like the PDF, shoot me a DM and I'll share it with you. Happy content creation, friends. Here's to being both strategic and relevant. 13/13

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