AMPING UP DIGITAL ENGAGEMENTSocial & User-Gen Content Strategy

Amy DeLouise & Ami Kim | NAB Show 2019

About Amy• Director-Producer

• Short Form Nonfiction for Large Live Events

• Author• The Producer’s Playbook:

Real People on Camera (Focal Press)

• 500M views Lynda/ LinkedIn Learning

• Workshops

Here I am, directing an Instagram shoot!

About Ami• Public Media (PBS, NPR)

Nerd

• VP, Digital Media, Community Idea Stations (WCVE)

What is Digital Engagement?● Transforming the relationship between producer

and content and audience from passive to active

● Incorporating your audience into the content generation process

● Recruiting your audience to help w/ distribution

The Case for ENGAGEMENT

Business Case for Engagement● Mission, IMPACT, Community RELATIONSHIPS

● RELEVANCE (“that’s me!”)

● BRAND and competitive advantage

● SUSTAINABILITY

YOUR BRAND STORYFrom/Between You

and Your Community on Social

Your Brand Voice

Your Brand Story

Community

Our brand isn’t What we do.It’s How we do it.

And Why.

Capture your vision, values, your brand promise.

This is your STORY. You (your org) are the main

CHARACTER.

Your Identity, Your Distribution Channels

• YouTube• YouTube 360

• Vimeo• Instagram

• IGTV• Facebook

• FB Live• FB 360

•

• Blog• Podcast• Linked In• Snapchat• Pinterest• WeChat• WhatsApp

REACHING YOUR COMMUNITY

Of Effective Social Media

Top Two Rules

#1: Adopt a Reader Perspective• Why this post? • Why this platform?• Who is reading/viewing?• What knowledge or insight can I bring?

• Do I have a unique POV? • How can my experience contribute to the conversation?

#2: Be Authentic•Your Style•Your Personality•Your Brand•Your Brand Story

Case Study: WCVE Instagram

Set Your Goals

RESULTS● Grew audience

300% (vs. goal +30%)

● Grew engagement 230% (vs. goal +50%)

3 Types of Effective Content

Sharing Content That Connects

1. Hot Topic2. Evergreen3. Seasonal

Hot Topics• Weigh in on a current debate, hashtag, discussion

• Examples:• Blockchain• AI• Immersive• UAV• #MeToo

• Remember to hashtag your name/your company name/your products

How to Find Hot Topics• https://trends.google.com/trends/hottrends• https://trends.google.com/trends/topcharts • https://www.trendsmap.com/• https://www.buzzfeed.com/trending• https://trends.google.com/trends/hottrends/visualize?pn=p1

Connect post to a Trending Hashtag

Data from https://www.trendsmap.com/

Evergreen Content• Highly Shareable• Not too obscure• Issues everyone tackles

• Healthcare, Money, Relationships

Careful…

Remove date to make it Evergreen!

Seasonal Content• Media seasons

• NAB Show (run up and post show)

• Sweeps• Oscars• Emmys

• Sports seasons• Oh come on, you know them!

• Weather seasons• Thanksgiving – showcase

someone/org you are thankful for

• Valentines Day – stuff you love

• Summer- your fav vacation getaways

• Spring-Gardening, cleaning• Winter –Charity donations• New Year’s Resolutions

EXAMPLE: Seasonal TopicMaunika Gowardhan, Chef #cookinacurry

THINK UP A POST TO SHARE AFTER THIS SESSION

Seasonal, Evergreen, or Hot Topic?

EXERCISE

Inviting Your Communityto Join the Conversation

Audience Are Storytellers Too

Conversations w/ Virginia Home Grown● Start: Niche b’cast audience -

Older (88% 65+), 55/45 M/F

● Challenge: inconsistent broadcast dates. Unsure how tech-savvy audience, hosts or producer would be.

● Promising: Live show w/ engaged and loyal audience

GOALS: Virginia Home Grown● Super-serve the audience:

○ Make content more accessible ○ Enable conversations on digital ○ Create video shorts for digital

● Connect broadcast and digital with UGC

● Build relationships/community

RESULTS: Virginia Home Grown

A Few More Rules of Effective Content to Engage

#3: Be Visual• BTS are most widely shared content

• Video is king• Captions are essential

• 85% of viewers watch videos without audio (at first)

BTS Photo Tips• Tell A Story• Who is the protagonist?• Who else is involved?• Where?• Why?• How?

#4: Be Generous• Infographics• Be a Curator

• How To’s• Trends• News You Can Use• Links• Shortcuts• Lists

#5: Online Doesn’t Replace IRLEXAMPLES:• WCVE Instagram - network, network, network

• Hamilton’s America - outreach to community partners, schools, stores - and the live event

• Mug Design Contest - recruiting participants

• You being here at NAB SHOW

#6:Don’t be this guy.

Or These Two

#7: Use Social Media as Intel• What does your community care about?

• Who are the thought leaders?

• What are upcoming events and opportunities?

• Are there personal stories that you can connect with in your posts?

Share a #GALSNGEAR post(Be eligible to win a year free Adobe CC!)

EXERCISE

Getting More Eyeballs on Your Content

Case Study: Hamilton’s America

• RELATIONSHIPS: Old & New & Diverse Audiences

• RELEVANCE: Tie Local event to Natl Prog.

• IMPACT: Mission, Fundraising

GOALS

✔ Target Young, Diverse Audience & Build Brand Affinity

GOAL: Connect to New & Diverse Audiences

• Snapchat Sing-Along

• Snapchat Story

• Photo Opportunities

• Kahoot! – Game familiar to high school students

• Opening– CEO’s Member Rap

• Program– Mighty Wurlitzer

– Local performers

– Documentary

GOAL: Connect to New & Diverse Audiences

✔ Catered Program to Unique Audience & Market

Hamilton Results: We Got the Job Done!• Strong TV ratings - 300% above national avg for PBS

stations, highest ratings for the broadcast premiere

• Showcasing community

• Social media engagement and feedback

• Growth in email list

• New REVENUE -- > $57K

Distribution Tips

Use Tools to Help Tell Your Story• GIF converters

• Gif Creator• Gif me Camera• GIFX• GIFLAB

• Color-correct/Filter apps• SelfMade• PIXLR

• Fonts, captions & other cool stuff• Word Swag• Phonto• Pic Monkey

• Resizing /Cropping apps• Adobe Spark Post• InShot • Canva• DesignLab

• Cropping and Video Editing• PicPlayPost

• Post e-commerce links to Instagram

• Have2HaveIt

Scheduled vs. Organic• Hootsuite• Sprout Social• Everypost• Buffer

• Find your balance• Seasonal and Evergreen can be scheduled

• Many scheduling apps will help you re-serve up old content

• Analytics: when are your followers listening?

Use the Right Formatting• Sprout Social• https://docs.google.com/spreadsheets/d/1IpTYTTMJLcSXcPDtW9zSbPBHQyRdrLfKERohGIIkE_Q/edit#gid=476246499

• Hootsuite • https://blog-assets.hootsuite.com/wp-content/uploads/2016/08/Social-media-image-sizes.pdf

Use Analytics to Go Deep• Reach?

• Look at engagement-centric metrics, e.g.,

• Likes > clicks > comments > shares (social)

• Minutes played (video, audio)

• Time on site (websites)

• Return/repeat visits (websites)

• Participation in games, surveys, contests

• Do people take action?

NEW HORIZONS

● Resettled podcast - helping refugees tell their own

stories

● Hearken/Curious City model of journalism

● Podcast hub

● StoryCorps-like mobile van

Wrapping Up/Final Thoughts• Reader Perspective• Authenticity• Value in 3 types of

content• What other tips?• Use tools to make

distribution scheduled and easy

PPW/NAB Sessions Not to MissMonday, April 8 • 9:30 AM - 10:45 AMCrash course on video streaming with John Dudley

Tuesday, April 9 • 9:30 AM - 10:45 AM Live & VR Streaming from Mobile Devices with Rich Harrington

Tuesday, April 9 • 5:00 PM - 6:30 PM Social Media Panel with Valentina Vee and moreWednesday, April 10 • 9:00 AM - 10:15 AM Repurposing Content for Social Platforms with Ashley Kennedy

Getting in Touch with Amy

• www.twitter.com/brandbuzz

• www.linked.com/in/amydelouise

• https://www.instagram.com/adbrandbuzz/

• www.vimeo.com/amydelouise

• www.amydelouise.com • Slides on Slideshare.net/amydelouise 

Getting in Touch with Amiakim@ideastations.org

https://www.linkedin.com/in/ami-kim-764b741/

https://www.instagram.com/amikim100/

https://twitter.com/amikimtweets