Post on 07-Nov-2014
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Curation, Narration, Creation:Making Your Content Work Across Platforms
Jessica Flynn | @jessflynn | jessicaflynn@redskypr.com Red Sky Public Relations September 12, 2012
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THE NEXT 45 MINUTES
> The State of Social Today > Breaking Down the ‘tion’s > Defining Why, Determining Who, Deciding Where > Your Toolbox > Identifying Content > Use Cases > Do’s & Don'ts > Your Next Steps
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GROUND RULES
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• Specialist, please • No Sales Pitch • The Basics • Healthy Respect • Speed of Thumbs • The ROI • Questions Welcome • Beware the Tangent
THE STATE OF SOCIAL
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STATE OF SOCIAL TODAY
5 Source: Burson Marsteller
STATE OF SOCIAL TODAY
6 Source: Burson Marsteller
STATE OF SOCIAL TODAY
7 Source: Burson Marsteller
STATE OF SOCIAL TODAY
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> People are talking… a lot > Video content creation is on the rise > Engagement is second nature to companies > Multiple accounts on platforms allow companies to target
audiences by geographic, topic or service > Companies are adapting rapidly to new platforms
Source: Burson Marsteller
9 Source: Content Marke2ng Ins2tute
STATE OF SOCIAL: Coke’s Content 2020
> It’s what’s inside the message that counts
> Create ideas and elements of content so contagious they cannot be controlled
> No-one now has the ‘Smarts’ on ideas
> Switch from one-way to dynamic storytelling
10 Source: Coca Cola Content 2020
THE ‘TIONS
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THE ‘TIONS
> Curation : manually discovering, gathering and presenting digital content that surrounds specific subject matter – Aggregation: automated curation (RSS feed)
> Narration : assimilating information and retelling it
> Creation : developing newsworthy, educational and/or entertaining material for distribution over digital platforms
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"I believe that there is a role for trusted curators of news, people who have unique access or unique insight, who can get to news more quickly than anybody else, or dive into it more deeply." - Louis Gray
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CURATION
Source: Page One Curator
• Industry News sections of company websites
• RSS feeds on blogs • E-newsletters
featuring themed content
• Paper.li e-newsletters
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CURATION EXAMPLES
Source: Galla2n Public Affairs
CURATION PLATFORM: PAPER.LI
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“Well, if storytelling is important, then your narrative ability, or your ability to put into words or use what someone else has put into words effectively, is important too.” - Howard Gardner !
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NARRATION
• Live blogging events
• Tweeting speeches, presentations, conferences with #hashtag
• Facebook album chronicling a journey
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NARRATION EXAMPLES
NARRATION PLATFORM: STORIFY
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9/11 Ohio Drought Chicago Teacher’s Strike
“We are made of stories… and there are [sic] increasing opportunities that technology presents in terms of telling deeper and more immersive stories.” - Jonathan Mildenhall! 19
CREATION
• Corporate blog • Company Photo
Album • YouTube channel • Presentations • Case Studies • Customer
Experiences • Testimonials • Webinars
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CREATION EXAMPLES
Source: Whole Foods
CREATION PLATFORM: WORDPRESS
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DEFINE WHY DETERMINE WHO DECIDE WHERE
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DEFINE YOUR WHY
> Why do this? > What are your
business goals? > What are your
marketing goals? > What is the point of
your content? > What will success
look like? 23
WHO ARE YOU?
> What are your company’s core strengths?
> What is your personality? > Who is your competition? > What sets your company
apart from others in your industry?
> What is your target location (international/national/regional/state/local)?
24 Source: SPROUT Content
WHO IS YOUR AUDIENCE?
> What do your clients most want and need?
> What are they asking for? > How do people feel after
they use your services? > What are your customers
trying to accomplish? > Describe your typical
customer. > How do they find you?
25 Source: SPROUT Content
DETERMINE YOUR WHERE
26 hEp://www.cmo.com/social-‐media-‐guide/2012/
DETERMINE YOUR WHERE Thought Leadership
> Corporate Blog > Industry Blog > LinkedIn > Slideshare
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Timely News
Audience Engagement
> Twitter > Storify > Google+ > E-newsletter
> Facebook > Twitter > Polls/Surveys
Visual Content > YouTube > Flickr > Facebook > Pinterest
TOOL TALK
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STOCK YOUR TOOLBOX: THE BASICS
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• Digital Still Camera • Digital Video Camera • Mini Tripod • E-Marketing Service • Blog • Online Video
Channel • Online Photo
Channel • Google Alerts • RSS Feed Reader
TOOL BOX BASICS
E-Marketing Service Blog
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TOOL BOX BASICS
Online Video Online Photo
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STOCK YOUR TOOLBOX: OPTIONAL ADD ONS
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• Twitter Feed(s) • Company Facebook
Page • Company LinkedIn
Page • Pinterest Account • Tumblr Blog • Slideshare Account • Storify Page
IDENTIFYING CONTENT
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CONTENT SOURCES: INTERNAL
> New offerings > Behind the scenes > Partnerships > How-To’s, tips > Customer service > Customer feedback > Insights into Culture > Predictions > Events > Infographics (data!)
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CONTENT SOURCES: EXTERNAL
> Google Alerts > Trend searches > Competitive moves > Industry articles > Industry blog posts > Industry studies > Recognition/Awards > Conferences
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CONTENT SOURCES: EXTERNAL
> Google Alerts: – Your company, your executives, your competitors – Industry keywords
> Trends: – Google Trends – Trendwatching.com
> Industry articles/blogs/studies – LinkedIn Industry Groups – SmartBrief.com – Quora.com – Industry Association Newsletters
>
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USE CASES
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USE CASE #1: Event Narration
> Conference attendees: thought leaders, insiders
> Conference hosts: connectors & facilitators
WHERE: Twitter, Blog
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USE CASE #2: Corporate Announcement
> Sharing news on your terms
> Showcasing forward momentum
> Reaffirming business goals & success
WHERE: Blog, Flickr, YouTube, LinkedIn Facebook, e-newsletter
39 Source: Western States Cat Equipment
Use Case #3: New Hire
> Develops personal connections between your company and audience
> Creates web of influence and broadens network
WHERE: Blog, Facebook, LinkedIn, E-newsletter
40 Source: Integra Marke2ng
Use Case #4: Customer Input
> Customer service > Showcase solutions > Seek feedback on
initiatives, products > Leverage the online
focus groups > Surveys, polls WHERE: Facebook, Twitter, e-newsletter
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Use Case #5: Show Your Culture
> Team events > Partner events > Giving back > Engaged staff > The outside 9-5 side > Company personality > Company values WHERE: Facebook, Flickr, Twitter
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DO’S AND DON’TS
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DON’TS
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> Sell 24/7 > Abuse the dashboard > Put content in the
same format on every platform
> Make platform orphans
> Be devoid of personality
DO’S
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> Create an editorial calendar
> Find content champions > Open the kimono > Create regularly > Make your content
shareable > Respect speed of thumbs
Next Steps
Assess • Who is on the team?
• What do your customers want?
• Where are you comfortable?
• How much 2me do you have?
CraU • Social Media Corporate Policy
• Editorial Calendar and approval flow
• Guidelines for your plaWorms
Ac2vate • Launch one to two plaWorms at a 2me
• Strategy, Ac2va2on, Feedback cycle
• Cross-‐plaWorm promo2on
PEOPLE CAN’T BUY YOUR PRODUCT EVERY DAY, BUT THEY CAN CONSUME YOUR CONTENT AND BE INSPIRED DAILY.
- YULI ZIV
Final Thought
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Jessica Flynn jessicaflynn@redskypr.com www.redskypr.com
@jessflynn http://www.linkedin.com/in/jessflynn#http://www.diigo.com/user/jessflynn https://www.vizify.com/jessica-flynn
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