How to Create an Effective Social Media Calendar with @LatelyAIKately of @LatelyAI #vcbuzz

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How to Create an Effective Social Media Calendar with @LatelyAIKately of @LatelyAI #vcbuzz

Keeping your social media channels active is an on-going challenge.

You can make a resolution to get better organized but it usually slows down sooner or later.

Is there a way to improve your social media posting frequency and effectiveness? How to create a social media editorial calendar?

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About @LatelyAIKately

@LatelyAIKately is co-Founder and CEO @LatelyAI, AI-powered marketing pioneer.

Prior to founding Lately, Kate served 20 million listeners as Music Director and on-air host at Sirius/XM. She’s also an award-winning radio producer, engineer and voice talent with 25 years of national broadcast communications, brand-building, sales and marketing expertise.

Questions we discussed

Q1 How did you become a digital marketer? Please share your career story!

Can you imagine a time where you weren’t just BORN into it??? I mean, I actually had to buy my own domain name.

Seriously tho… I’m one of the few people you’ll ever meet that was a rock ‘n’ roll dj BEFORE I was a #digitalmarketer (my last gig was broadcasting to 20 million listeners @SIRIUSXM)

Back then, MySpace was evrything. I remember being at @SXSW when @Twitter was unveiled. BFD!! @GaryVee was the rage but the rooms he was in were just regular sized-rooms. With empty seats.

It was all still a bit of a novelty. But I remember @SXSW being the 1st to “get” how to use @Twitter as the 3rd voice in a room – to include all of us “audience” folks in the convo. It broke the 4th wall. LIGHTBULB

I’d already incorporated that idea into my on-air style but didn’t realize the power it truly wielded. Until I started learning about how the #neuroscienceofmusic works. (@DanLevitan, I’m looking at YOU.)

Get this… Each time your brain hears a new song, it automatically accesses EVERY song you’ve ever heard before. In an instant – nostalgia, memory, emotion – it all floods forth.

Meanwhile, your brain is looking for familiar touch points – nostalgia, memory, emotion… all key triggers of “trust” – in order to index that new song in your memory banks. Now, your voice – EVERY voice has a frequency, like a musical note, like a song. And when you read text, you hear the voice of the author inside your head.

Like a rock ‘n’ roll dj, it’s the writer’s job to give the reader familiar touch points – to touch on nostalgia, memory, emotion – in order to sell you something new.

Which is why @LatelyAI studies familiar touch points in order to create a writing model and then applies this writing model to transform longform content into something new. See what we did there?

Back to breaking the 4th wall… in radio, believe it or not, it’s a 2-way street, even tho I have the mic, it’s my job to make you, the listener, feel like you have a voice, that you’re included in the convo.

Remember that trust factor? This is how you turn listeners into FANS. Or customers into EVANGELISTS. Big difference.

And cuz I had a degree in fiction writing and had written hundreds of radio commercials, #marketingcopy was ez-peazy. So I started writing newsletters for my channel – no one else was doing that.

Fast-fwd to a few years later when I owned a marketing agency and one of my 1st clients was a l’il biz called @Walmart who I built a #digitalmarketing spreadsheet system for, that got 130% ROI YoY for 3 years.

One of the craziest things I learned was that both the world’s largest retailer and all of my other smaller clients all had the SAME problem – they hated writing. Ta-da! The idea for @LatelyAI was born

Q2 What is a social media calendar and why is it important?

It’s a combination of both schedule + the CADENCE of how often to post on each channel. The cadence is key. And it’s the part a lot of folks are kinda bad at.

“How often do I post when and where?” is the #1 question we get from both our largest and smallest customers. Amazingly.

Think back to radio. We used to play you the same song at LEAST 300 times each week, hoping you would hear it ONCE.

Yet folks STILL have this weird misunderstanding that the whole world will happen to be scrolling past their single Tweet at any given moment.

So quantity still rules. And that’s a pain in the ass. But it’s QUALITY that people are generally terrible at. Enter…

Q3 How can @LatelyAI help in creating great social media content?

Thanks for the softball!

@LatelyAI learns the voice of any brand or individual and generates dozens or even HUNDREDS of social posts in that voice, from any kind of longform content (text, audio, video).

@LatelyAI literally studies what keywords, phrases and sentence structures will get you the highest possible engagement and dices up your longform content into social posts. ZING! Quantity AND quality.

Then, @LatelyAI transcribes the video, searches the text for the most interesting quotes it knows will get you the most likes, comments or reshares and clips up the video containing those quotes

Q4 You have recently launched a new video creation tool! Please describe what it does and why is it a time saver?

Not gonna lie, the @LatelyAI#videogenerator is the shizzlearino! Imagine dozens of pre-tested, mini movie trailers automatically made to promote any podcast, webinar, conference panel…

1st, @LatelyAI studies the analytics of any social channel you connect to its brain and it builds a writing model, based on what it learns is most likely to get you the highest engagement.

Q5 What is the anatomy of a successful social media update? How to make more of them?

Don’t forget – there’s only 2 objectives for all #socialmedia posts: click or share. So you work backwards from that.

Clicks are hard when you’re a #smallbusiness. Cuz people don’t trust you enough to click that link. Exception: any kind of How-To content. Everybody clicks the living daylights outta that.

Shares are way easier. Because shares are about ego. People share your content because they get credit for it, by default. You make THEM look kewl

Like in college, when someone brought you a new record? And then you shared it? And then you got the props for being the taste-maker. A shareable social posts runs on the same fuel.

No matter what your objective is, effective writing all comes down to emotion. Rule #1: DON’T BE BORING

Rule #2: Make them react – in order to buy, click or share, I have to feel. Emotion is the driver. Copy that triggers a motion beats the hamburgalars outta everything else.

Stick to those 2 and you’ll be head, shoulders and hotlips above the rest!

Our previous social media marketing chats:

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