How to build reskinnable

content packages

The end of the

ONE-OFF

katie richman - @espn_prodgirl

30 Days.30 Inspirations to

January + February 2013.

GETOUTSIDE.

(metaphor break...)

People love the

CLOCK FACE.

I the

GEARS

MAKES A WATCH A watchmaker doesn’t change

the way she

each time.

The GUTS stay the same.

MAKES A WATCH A watchmaker doesn’t change

the way she

each time.

The face changes.

MAKES A WATCH A watchmaker doesn’t change

the way she

each time.

The face changes.

MAKES A WATCH A watchmaker doesn’t

the way she

each time.

The face changes.

CHANGE THE

How could we create social content rollouts that

but

SAVE THE ?

Take an HOUR.

Make a LIST.

#1

Make aLIST.

#1

What success can youTEMPLATE?

“Consumption is less about reflecting who we are...as

much as it is about who we wish to be.”

- Paul Mullins - The Archeology of Human Consumption

#1

#1

#1

#1

#1

#1

#1

#1

#1

#1

What is your GOAL?

#2

How can wedo more with shareable images?

How can we end the build and trash cycle?

#2

Create your CONTENT

FLOW.

#3

pinterest.com/espnW

espnW.com/shareables

facebook.com/espnW

twitter.com/espnW

email newsletter

event integration

espnW.com/p1 module

API for syndication

SMS notification

mobile app

espnW.com/shareables

espnW Shareable Image TilesPartner Opportunities + Content Flow

#1: Uploaded to espnW.com/shareables stream

#2: Facebook post. Link to espnW.com/shareables tile.

No barriers. http://espnW.com/shareables

#3: Twitter. Tweet quote + short link to espnW.com/shareables tile.

#4: Pinterest.com/espnW. Boards mirror site nav.

#4: Pinterest.com/espnW. Links drive back to espnW.com/shareables/pin

#5: Sign up for daily emailed image. Links to espnW.com/shareables/pin

The 100 Workout

The 100 WorkoutespnW

#6: SMS. Sign up for daily texted quote + short link to espnW.com/shareables tile.

#7: espnW.com p1 Module

#8: Content Syndication: Shareables Photo Module +Photo Stream via ESPN Photo API

#3

the content flow.

#3the content flow.

All 43 tiles posted on Day1.

Pinterest.com/espnW #ColdList PinboardTiles post 1/day. Link back to espnW.com/ColdListTiles post 1/day. Tried links to espnW.com/ColdList & Pinboard.Tiles uploaded & tweeted 1/day as Twitter Photos. Tried with and without links to espnW.com/ColdList.

Infographics seeded on sub-reddits.

Shareables

All Categories Popular

espnW.com

#4

Decide how to MEASURESUCCESS.

#4

EXAMPLE:Is your primary measure of success page views?

Social interactions? Which platform?

Put a stake in the ground.(the 1st time you’re taking a chance)

#42 Main Goals of The Cold List1.) Put structure in place for sales partnership.

2.) Page views to espnW.com/ColdList

#5

Launch.ITERATE.

Change stuff that isn’t working.Optimize stuff that is.

#5

#6

Do aPOSTMORTEM.

TAKE THE TIME.

#6POSTMORTEM FINDINGS

WHAT WORKED:1. Pinterest tiles drive LINKS to W.com/ColdList page.2. Uploading Cold List tiles as Twitter Photos. 3. Reddit sub-boards drove tons of traffic (more...)4. Driving to the URL was on-point. Our partners will ‘own’ a skinnable environment there. 5. Making each tile a page view on the site. 6. Site sharing is simple. Good UX.7. Using SHAREABLE OBJECTS to drive to SITE CONTENT.

#6POSTMORTEM FINDINGS

WHAT DIDN’T:1. Our initial goals for increase in Facebook Likes was too high. 2. Also think that goal was off-base to begin with.3. Content flow from platforms was off at first.4. We can better optimize adjacent content on W.com. 5. Need to seed these with more ‘affiliates’ and package out.

SPLITTING OUR GOALS ALWAYS HURTS US.

WHAT WAS UNEXPECTED?:

#6POSTMORTEM FINDINGS

TEAMS POSTING TO FB

(this is the BU Women’s LAX Team--posted unasked)

REDDIT Traffic to espnW.

Sub-reddits drove 34% of external traffic to espnW.com/ColdList!

#6

Tiles with text no photos worked best.

#6

Most popular...

#6

We made up the saying.

Stock photo diamond.

#7

ADJUST YOUR BENCHMARKS.

ADJUST YOUR RESOURCES.

USE YOUR FINDINGS TO...

#8

DOCUMENT.

CREATE A HOW-TO GUIDE TO KEEP THE ‘GEARS’ IN PLACE FOR THE NEXT TIME.

#8The angry eagle documentation test.

If an enormous angry eagle swooped down to kidnap you tomorrow:Would your team be able to replicate your social content program?

THAT, my friend, is the question.

How to build reskinnable

content packages

The end of the

ONE-OFF

katie richman - @espn_prodgirl