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Now more than ever, the power to tell an organization's story and share company news resides in the hands of those within the organization. So, how do you identify those nuggets worth sharing with internal audiences and external stakeholders? And with the proliferation of social media platforms and channels, what content is best shared where? Jessica Flynn provides an overview of best practices of content curation, narration and creation with useable guidelines to help get your story told on the platform best suited for it.
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Curation, Narration, Creation:Making Your Content Work Across Platforms
Jessica Flynn | @jessflynn | [email protected] 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
18
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
41
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
42
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 [email protected] 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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