Managing and Creating Social Content SMWCph 2013
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Creating and managingsocial content
Social Media WeekKøbenhavn den 18. februar 2013
In danish
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Program
• Introduktion
• Del 1: Tendenser
• Del 2: Forstå din modtager
• Del 3: IndholdDato Kategori Type
Platform StatusopdateringVedhæftet indholds
element
Note
Mandag 3. september Viden Eksempel Facebook Til konference i London, der lige nu serverer surprise-
isvaffel mellem to ellers meget tunge foredrag.
Mmmmmm
Billede
Tirsdag 4. september Viden Ugens blogindlæg Facebook/retweet på twitter
Interessant blogindlæg omkring evaluering af
konferencer. Hvordan evaluerer I efter et
arrangement?
Link til blogindlæg
Onsdag 5. september Redskaber Vis mig dit redskab Facebook/Video Vi har fået xx, som iøvrigt er taler på vores ice-
breaker event, til at fortælle om sit bedste redskab i
hverdagen. (i kommentarfeltet: Vil du også høre, hvad
xx har at sige om ice-breakers, så følg dette link og
meld dig til eventet)
Link til video Hvis muligt, er det altid godt at samle indhold omkring talerne til events,
inden eventet løber af stablen. På den måde får
man flere indgangsvinkler
til at introducere eventet.
Torsdag 6. september Intet indhold
Fredag 7. september Syddanmark Partner Facebook/Video Har du også altid overvejet, hvordan
konferencestederne sikrer sig imod dårligt vejr? Her
fortæller XXXX, hvordan de sørger for, at deres
gæster altid har en god oplevelse, selvom vejret ikke
er med dem.
Link til video Når partner-videoerne er
så fokuserede som denne,
kan der optages flere videoer med hver partner
på samme dag.
Lørdag 8. september Intet indhold
Søndag 9. september Intet indhold
Mandag 10. september RedskaberDe 5 ting, du (sandsynligvis) glemmer, når du laver
din huskeliste! Få gode råd af planlægningsekspert
og coach Dorthe Rindbo - hør hvilke principper, regler
og anvisninger du skal bruge for at opbygge og bruge
en effektiv huskeliste.
Link til artikel
Tirsdag 11. september Viden De 5 bedste Facebook/video Få gode råd af planlægningsekspert og coach Dorthe
Rindbo - hør hvilke principper, regler og anvisninger
du skal bruge for at opbygge og bruge en effektiv
huskeliste.
Link til video Samme ekspert kan sagtens bruges til flere sekvenser, som kan optages på samme tid og
deles over en længere tidsperiode.
Onsdag 12. septemberTorsdag 13. september Inspiring Denmark Arrangement Facebook Det kan være svært at få deltagerne igang. Varer det
også ofte 30min. inden dine deltagere er helt oppe i
gear? Læs dette blogindlæg og deltag i vores event i
næste uge, så garanterer vi, at dit næste event
kommer godt fra start. (I kommentarfeltet: Men vi har
kun x antal pladser tilbage, så du skal skynde dig at
melde dig til på følgende link:...)
Link til blogindlæg + link til
website i kommentarfeltet
Fredag 14. september Redskaber Har du prøvet..? Facebook/Twitter? Nyeste hit i iPhones App Store er denne app, som
hjælper dig til at holde styr på de mange opgaver i
hverdagen. Vi har fundet en anmeldelse af her.
Link til info om app
Lørdag 15. septemberSøndag 16. septemberMandag 17. september Syddanmark Byer Facebook Fyn byder på mange, hyggelige byer, som altid er en
lille gåtur værdig, når du holder dit arrangement der.
Se f.eks. denne billedserie fra Bogense. Hvornår har
du sidst holdt et arrangement på Fyn?
Link til billedserie
Tirsdag d. 18. september
Onsdag d. 19. september
Torsdag d. 20 september
Fredag d. 21. september
Lørdag d. 22. september
Søndag d 23. september
Mandag d. 24. september
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IntroVores metodiske tilgang
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MariaSchwarz
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LeaØe
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• Startede i 2007• Rødder i Innovation Lab• Hjælper virksomheder
med at bruge nye og sociale medier
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Rødder i designtænkning
• Skandinavisk designtradition. Seismonaut tager udgangspunkt i den skandinaviske designtradition. Primært interaktionsdesign.
• Brugeren i centrum. Enhver proces starter med grundlæggende forståelse for de mennesker, som projektet berører og involverer.
• Udgangspunkt i verden som den er. Vigtigt at have forståelse for den kontekst projektet, indhold eller design skal indgå i både internt og eksternt.
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Det sociale indhold...
• Giver anledning til en reaktion fra læserne. Det kan være på forskellige niveauer såsom at kommentere på et blogpost, “synes godt om” en statusopdatering eller retweete.
• Er relevant for den der læser det. Indholdet skal indeholde overvejelser om hvem det er til.
• Passer ind i den kontekst det er placeret. I takt med multi-skærmkulturen skal det passe til de steder det forbruges.
• Lytter til de der læser og interagerer med det. Læseren skal føle at der er en krog for deltagelsen.
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Tendenseri det digitale landskab
DEL 1
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1. Den sociale kundeTendenser i landskabet
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Kundens tidsalder
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TillidsskiftHvem stoler du på, hvis du hører information om en virksomhed?
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Tillidsskift
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2000
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2. Det sociale indholdIndhold på mange forskelige platforme
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Det digitale medielandskab er et overlappende mix af paid, owned, earned medier i kombination med et stadigt stigende antal sociale platforme.
Indhold på mange platforme
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DIGITALPROPERTIES
WEBSITESCUSTOM BUILT PORTALSINTERNAL/ENTERPRISE
EARNED
media
OWNEDproper<es
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PAIDmedia
RICH MEDIA CONTENT ADVERTISINGBANNERSDISPLAYPAID ENDORSEMENTS
OWNEDproper<es
DIGITALPROPERTIES
WEBSITESCUSTOM BUILT PORTALSINTERNAL/ENTERPRISE
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PAIDmedia
RICH MEDIA CONTENT ADVERTISINGBANNERSDISPLAYPAID ENDORSEMENTS
OWNEDproper<es
DIGITALPROPERTIES
WEBSITESCUSTOM BUILT PORTALSINTERNAL/ENTERPRISE
PARTNERSHIPSINFLUENCER NETWORKSBRANDED ENTERTAINMENT
NICHE PLATFORMS
EARNEDmedia
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PAIDmedia
RICH MEDIA CONTENT ADVERTISINGBANNERSDISPLAYPAID ENDORSEMENTS
OWNEDproper<es
DIGITALPROPERTIES
WEBSITESCUSTOM BUILT PORTALSINTERNAL/ENTERPRISE
PARTNERSHIPSINFLUENCER NETWORKSBRANDED ENTERTAINMENT
NICHE PLATFORMS
EARNEDmedia
SOCIALplaDorms
EMBASSIES
OUTPOSTSRELEVANT MESSAGE BOARDS
BLOGOSPHERE
INFLUENCER ENGAGEMENT
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3. Vi er alle blevet udgivereBrands og organisationer skal i stigende grad se sig selv som udgivere af indhold.
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Traditionellemedier
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Det nye: Distributionssystemmet er udvidet.
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Socialemedier
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PAIDmedia
RICH MEDIA CONTENT ADVERTISINGBANNERSDISPLAYPAID ENDORSEMENTS
OWNEDproper<es
DIGITALPROPERTIES
WEBSITESCUSTOM BUILT PORTALSINTERNAL/ENTERPRISE
PARTNERSHIPSINFLUENCER NETWORKSBRANDED ENTERTAINMENT
NICHE PLATFORMS
EARNEDmedia
SOCIALplaDorms
EMBASSIES
OUTPOSTSRELEVANT MESSAGE BOARDS
BLOGOSPHERE
INFLUENCER ENGAGEMENT
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Redaktion
Vi er alle skribenter
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Redaktion
Vi er alle redaktører
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Redaktion
Vi er alle udgivere
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http://www.flickr.com/photos/foreverdigital/3430976474/sizes/l/in/photostream/
Redaktion
Vi må strukturere indholdet
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Participationdirector
Social mediamanager
Communitymanager
TitlerEx.
Contentmanager
Contenteditor
Chiefcontentmanager
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Content strategy
Social mediastrategy
BegreberEx.
Contentmarketing
Contentmanagement
Social buisinessstrategy
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http://www.b2bento.com/wp-content/uploads/2012/02/the-furrow-magazine-cover-1931.jpg
Eksempel
John DeereLandbrugsmagasin
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Eksempel
Amobageopskrifter
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Mangel på sociale strategier...
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http://econsultancy.com/dk/reports/content-marketing-survey-report
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http://econsultancy.com/dk/reports/content-marketing-survey-report
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Niel Perkin, Only Dead Fish blog
http://cossa.ru/articles/234/29011/
“With the shift toward always-on platforms and owned media assets there is an increasing requirement for the kind of editorial and operational skills beyond that which is focused on delivering to the requirements and timescales of campaigns.”
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“The devil is in the details. Brands aren’t set up to be publishers. They don’t necessarily understand the editorial process or have the stomach for the length of time it takes to build an audience.”
Josh Sternberg, Reporter Digiday
http://www.digiday.com/publishers/brands-apply-for-content-curator-roles/
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Man ved det er vigtigt, men har ingen strategi
Udfordring
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Elementer i en social indholdsstrategi
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FormålHvorfor skal du være på sociale medier?
Formål Målgruppe Indhold Platforme PlanlægningEvaluering
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MålgruppeHvem henvender du dig til på sociale medier?
Formål Målgruppe Indhold Platforme PlanlægningEvaluering
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IndholdHvilket indhold vil du poste på de sociale medier?
Formål Målgruppe Indhold Platforme PlanlægningEvaluering
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PlatformePå hvilke platforme vil du poste dit indhold?
Formål Målgruppe Indhold Platforme PlanlægningEvaluering
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PlanlægningHvordan struktures hverdagen på sociale medier?
Formål Målgruppe Indhold Platforme PlanlægningEvaluering
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EvalueringHvad skal du have ud af din tilstedeværelse?
Formål Målgruppe Indhold Platforme PlanlægningEvaluering
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Forstå modtagerenMetoder til at forstå modtageren, så dit indhold skaber sociale interaktioner
DEL 2
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Content is King... but...
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Indhold er noget vi tilkobler os emotionelt, taler om eller lærer af.
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Indhold er ingenting uden en læser.
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Cory Doctorow, boingboing.net
”Conversation is king. Content is just something to talk about.”
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3 metoderPersonas Customer journeyInsights
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PersonasEt redskab til at forstå målgrupper
Personas Customer journeyInsights
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Personas:
• er fiktive profiler som illustrerer en specifik målgruppe.
• illustrerer reelle krav og behov fra rigtige mennesker og sætter ansigt på tørre demografiske tal.
• er fiktionelle, men deres motivationer og handlinger er ægte.
• fremfører ægte opfattelser af en service, produkt eller organisation.
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Hvad bruger man dem til?
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Personas bruges til udvikling af websites, produkter, servicer osv.
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Hvordan skaber man personas?
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Metoder til udvikling af personas
• Kvantitative
• Spørgeskemaundersøgelser
• Digital monitorering
• Kvalitative
• Interview, observation, workshop og fokusgrupper
• Netnografi
• Eksisterende undersøgelser
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Hvilken viden?
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Daniel Eizans, Content strategist
EmotionelFysisk
Kognitiv
FølelserPsykologisk
tilstand, stress niveau, ønsker, længsler behov,
Læringkognitive antagelser,
læringsevne,uddannelse
Handlingmiljømæssige faktorer,
fysiske aktiviteter, vaner, handikap, præferencer,
sensoriske stimoli
http://www.slideshare.net/danieleizans/context-as-a-content-strategy-creating-more-meaningful-web-experiences-through-contextual-filtering
Adfærdsmæssig kontekst
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Navn, alder, stilling + familieforholdHvem er de?
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HverdagHvad laver de i hverdagen, hvad er deres interesse, hvad køber de?
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Digitale redskaberHvor er de på nettet? På hvilke platforme befinder de sig? Bruger de mobiltelefon?
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Netværk og relationerHvem er deres familie og venner? Bruger de sociale medier og hvilke?
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KulturforbrugHvilke kulturtilbud bruger de? Hvor ofte bruger de kulturtilbud?
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Hvordan ser en persona ud?
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https://www.borger.dk/Partnerforum/brugerinddragelse-og-brugerundersoegelser/Sider/personas-og-tests-af-borgerdk.aspx?
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https://www.borger.dk/Partnerforum/brugerinddragelse-og-brugerundersoegelser/Sider/personas-og-tests-af-borgerdk.aspx?
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Personaer har mange former
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CaseVisitVest
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CaseVækstfonden
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Customer journeyet redskab til at forstå målgrupper
Persona Customer journeyInsights
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Det handler om at hoppe i kundens sko
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Beslutning
Efter
Under
Hjemrejse
Ankomst
Dele
Drømme
Forberede
Opholdet
Før
Gæstens oplevelseVirk.Gæst
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CaseScooterTV
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InsightsEt redskab til at forstå hvad der påvirker din målgruppe
Persona Costumer journeyInsights
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Insights
• Interview
• Observation
• Desk research
• Data (analytics osv.)
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CaseStudieby Holstebro
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T
!"#$%&#'()*&+*,"-.%%.(������������������ �������������������������������������������������������� ��� ����������������������������������������������������������?#0)#4"$,6)%4,>&)(#4&)/.)&0)?/.D4&()1"$&"0,062)"#).&00&-?&$)&$)*/$-?&4A4,6&)/6)>=6(&$) */$-?&44,6&) */$@/4"B)5/$(4=60,06&0)&$) ,) -(&"&()&0)/>&$-,6()/>&$)"&)*#?(/$&$2)-/.)6E$),6&0)@/-)"&)&4&>&$2)>,)@#$)(#4().&"B)L441-($#(,/0&0)(,4)@C'$&)>,-&$)"&)*/$-?&44,6&)*#?(/$&$B
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L)"&()*C46&0"&)>,4)@>&$)&0?&4()*#?(/$)%4,>&)6&00&.6E&()/6)1""F%&(),)*/$A@/4")(,4)"&)106&-)>#46)#*)@&0@/4"->,-)106"/.-1""#00&4-&)/6)>,"&$&6EA&0"&)1""#00&4-&B
A5>/?64?:,;;,9Faktormodel
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Retning for koncept og indhold
• Inspiration
• Visuelle fortællinger fra studielivet frem for tung tekst.
• Relation
• Indhold fra ambassadører på sociale medier
• Information
• Relevant information på de rigtige tidspunkter
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Redaktionsmøde
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IndholdPlanlægning og dagligt arbejde med socialt indhold.
DEL 3
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Kristina Halvorson (2012): Content Strategy for the web, 2nd edition
“Content is not a feature. It is a complex, ever-evolving, intricate body of information that requires ongoing care and feeding. It’s not something you can check off on a list and be done with.”
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Disclaimer
Vi kommer ikke med enkle løsninger. Det vil kræve hårdt arbejde at udforme
indhold, så det bliver meningsfuldt.
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Planlægning
• Hvilket indhold har du allerede?
• Hvilket indhold skal udvikles?
• Hvordan kan indholdet kategoriseres?
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Planlægning
• Hvordan holder jeg styr på indholdet?
• Hvem skal opdatere siderne?
• Hvordan bevarer jeg fokus i hverdagen?
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Strukturering
• 70 % af indholdet er planlagt. Det er det indhold, vi skal snakke om, det der giver værdi for virksomheden.
• 20 % af indholdet omhandler store temaer. Det kan for eksempel være kampagner.
• 10 % af indholdet er det, du ikke kan planlægge. Det er blandt andet her, community manageren spiller en stor rolle.
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Strukturering af indholdIndholdsoverblik. Den strategiske masterplan med overblik over frekvensen af indholdskategorier.
Indholdskalender. Overbliksredskab i hverdagen.
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CaseVanish
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Det er et dagligt og kontinuerligt arbejde, at skabe og arbejde med socialt indhold.
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Følg med i hvad vi laver
facebook.com/seismonauttwitter.com/seismonaut
.com
communityconference.dk