creating a contextually relevant

world

@sunnitho

• defining context• context vs content• how to build a strategy for

context

this week’s context issue: selfie-gate

• image• video• text• article• white paper• blog• link• vine• PDF• application• game• poll• gif• ...etc

content is...

• where you place your content• when you place your content• how you place your content

context is...

Video

ImageArticle

Gif

Tweet

Culture of the moment(context)

VMAshigh school

students suspended hoax

videopostedhoax

video created

planned publishing vs reactive publishing

you must be equal parts this....

... and this

how to plan for context

step 1: establish roles and

processes

• who is in charge of the content calendar? content• who creates or curates the content? creative,

content, social• who is on the edit desk? proofreading, content,

social• who monitors and moderates? social• who protects the brand? account, client, PR• who identifies relevant opportunities? everyone• who measures success? social, analytics

step 2: know your audience

be interested to be interesting

define your audience as specifically as possible

gather the usual data: • how they consume and use media (media data)• their attitudes, beliefs, behaviors (planning data)• what they like to talk about with others (social data)

update this data on a daily basis

have a good old-fashioned rundown, every day

step 3: know your lane

trending topics you can andshould respond to

off-limits off-limits

step 4: ignore your plan

step 5: practice your S.A.

via businessinsider.com

tips for developing situational awareness:

• be curious - question everything• play chess (think 3 moves ahead)• know your critics• spot check, gut check, fact check• make checklists• document and review mistakes (those

who forget history are bound to repeat it)

Context strategy toolkit

• Clear descriptions of roles and responsibilities• Audience data updated as much as daily

through listening• Defined guardrails• Team rundowns (in-person, phone or virtual)• S.A. checklists