Social Media Workshop - The Content Challenge - Sankalp Unconvention 2013

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Presentation by Blogworks from Social Media Workshop at Sankalp Unconventions 2013

Presentation by Blogworks from Social Media Workshop at Sankalp Unconventions 2013

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  • 1. helping createbrands for the future All content copyright
  • 2. Sankalp Unconvention Summit 2013Garage Session: Leveraging Social Media: Going Beyond the ObviousDate 17 April 2013Contact amita.malhotra@blogworks.in, jyotika.malhotra@blogworks.in
  • 3. About Blogworks
  • 4. What this session promises ‘not’ to do Share social media ‘gyaan’ Recommend social media as the panacea for all issues Devise a social media strategy for your organisation Talk about social media basics and concepts 05
  • 5. What we intend to discuss Three big challenges that social enterprises face after ‘first foray’ into social media Content Engagement Scale Broad strategies to tackle the above Case Studies 05
  • 6. Block 1 – The Content Challenge
  • 7. Block 1 – The Content ChallengeIssues at hand High noise environment Highly competitive, everyone is a publisher Domination of visual communication Technical expertise Investment Copyright Multiple channels How to meaningfully repurpose and not just replicate 05
  • 8. Block 1 – The Content ChallengeSolving the content challenge Curation Creation • Beat the clutter • High-quality • Help ‘make sense’ content • Use technology to • Visually rich reduce human effort • Global appeal • Focus on human • Become a effort where it adds publisher with most value – building a nimble set-up context and trust 05
  • 9. Block 1(A)Leveraging Curation for ContentScalability
  • 10. What is Curation?Image Source: http://devdutt.com/articles/leadership/shabharis-point-of-view.html 10
  • 11. Content Curation “A Content Curator is someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online. IMAGE The most important component of this job is the word "continually.” - Rohit BhargavaImage Source: http://www.flickr.com/photos/twincityscene/3458007021/ 11
  • 12. Content Curation “Content curation is the organizing, filtering and “making sense of” information on the web and sharing the very best pieces of content that IMAGE you’ve cherry picked with your network.” - Beth KanterImage Source: http://www.flickr.com/photos/andrewmalone/686342524/ 11
  • 13. Content Curation “Content curation is not just about pulling information from the web and reposting it. It is about evaluating content and creating a valuable IMAGE experience for your audience.” - Blog.atomicreachImage Source: http://www.flickr.com/photos/isante/4814320003/ 11
  • 14. Process Flow for Curation How to choose? • Objectives Define • Audience • Topics Seek • By Topic – discovery Organise sources • By People – credibility and trust Sense Process & assimilate • Evaluate information and your POV Share • Don’t replicate, repurpose (channels) Share • Schedule – consistency, optimise performanceInputs from: http://www.slideshare.net/kanter/the-unanticipated-benefits-of-content-curation 05
  • 15. Exercise How do you currently organise/filter information online? Which tools do you use to ‘curate’ knowledge around your subject?
  • 16. 3 key stages in curation Inputs • Source of Venue information • Where can the • Type of content identified content identified be shared? Organisation • How is content organised? • List • Visual • Chronological • Interlinked • Does it allow annotations? 05
  • 17. Curation Techniques: Basic: Emailers Email Subscriptions Value > Delivered in inbox periodically Limitations > May add to inbox clutter > No social sharing enabled 11
  • 18. Curation Techniques: Basic: Google Alerts Google Alerts Input > Keywords (Automated) Value > Track IMAGE > Own business > Competition > Industry 11
  • 19. Curation Techniques: Basic: RSS Feeds RSS Feeds – basic? Input – web destinations Value > Keeps users updated about latest content from their IMAGE favourite destinations without having to visit different websites 11
  • 20. Curation Techniques: Basic: Twitter Lists Input > Handpicked individuals/organisations Twitter Lists > Max 20 lists > 500 people IMAGE Value > Helps organise followers/non- followers into specific groups > Takes away need to scan your entire feed > Access to focused content/ specific topics > Thought Leadership – public lists > Content resource – private lists 11
  • 21. Curation Techniques: Basic: Twitter Hashtags Twitter Hashtags Input > Keywords > Automated Value IMAGE > Discovery by topics not confined to people 11
  • 22. Curation Techniques: Basic: Facebook Interest Lists Facebook Interest Lists Input > Handpicked Value IMAGE > Benchmarking content/initiatives > Ease of sharing in FB environment > Personal-professional content in proximity but defined by boundaries 11
  • 23. Curation Techniques: Basic: Facebook Interest Lists Input Facebook Interest ListsOrganisation Venue 11
  • 24. Curation Techniques: Intermediate: Storify Storify Helps users aggregate and display photos, tweets and other social content Popular as a form of live-blogging and social story-telling Value > Context through chronology > Aggregates different content formats > Great for reporting events and happenings 11
  • 25. Curation Techniques: Advanced: Scoop.it Scoop.it ‘Scoop.it helps people and businesses shine on the web by sharing content that matters.’ IMAGE Intuitive interface/user experience Visual collection of stories Helps build authority Helps focus on specific topics Good combination of human filtering and automation Popular among educators 11
  • 26. Curation Techniques: Advanced: Scoop.itStep 1 – Create a topic Step 2 – Install a bookmark 11
  • 27. Curation Techniques: Advanced: Scoop.itStep 3 – Evaluate suggested content 11
  • 28. Curation Techniques: Advanced: Scoop.itStep 4 – Add insight & choose ‘venues’ 11
  • 29. Curation Techniques: Advanced: Scoop.itStep 5 – “Follow” other curatorsBy topics or users 11
  • 30. Curation Techniques: Advanced: Scoop.itTopic boards represented in a visual format 10
  • 31. Curation Techniques: Advanced: Flipboard (Mobile) Flipboard ‘Personal magazine, filled with things you care about’ Interest graph meets social graph Visual delight Great user experience Aesthetics are a key driver of content Relevance > Individual – aggregate favourite resources > Organisation – create magazines Available on smartphones and tablets > Elite audience group in India 11
  • 32. Other Curation Tools There are many more…Source: Mindmap by Robin Good: http://www.mindmeister.com/55395228/content-curation-tools-the-newsmaster-toolkit-by-robin-good-2012 05
  • 33. Other Curation Tools There are many more…Source: Mindmap by Robin Good: http://www.mindmeister.com/55395228/content-curation-tools-the-newsmaster-toolkit-by-robin-good-2012 05
  • 34. Important guidelines that define ‘Curation’ Did you? > Go deep in your research (source identification + evaluation) IMAGE > Give credit, attribute content to owner > Add a point of view > Build a balance between human effort and automation > Add valueImage Source: http://networkedblogs.com/yo9S2?ref=nf 11
  • 35. Block 1(B)Creating Compelling Content
  • 36. Creating great content - AnimationsProfessional looking animated style presentations 10
  • 37. Creating great content – Unique presentations (Prezi) 10
  • 38. Creating great content - Photos www.pixabay.com 65,000 free images IMAGE Can be used for personal and commercial use without author attribution 11
  • 39. Creating great content - PhotosOne of the best resources to identify creative commons images across key searchdestinations 10
  • 40. Creating great content - Templates Visual templates key for content on Facebook IMAGE > EdgeRank algorithm favours visual content 11
  • 41. Creating great content – Photos (posters/templates) www.posterini.com Free web app Create customizable posters 11
  • 42. Creating great content - Videos www.slide.ly Quick videos from photos IMAGE Add music Similar tools > Animoto > Knovio 11
  • 43. Creating great content - Professional Voice-overs www.slidetalk.net Convert text into a IMAGE voiceover speech 20+ languages 70+ voices Use – tutorials, elearning Similar tools > HelloSlide 11
  • 44. Creating great content – MultimediaVisual showcase of different formats – www.jux.com 10
  • 45. Creating great content – Multimedia (remixed)Mozilla Popcorn – example of Transmedia Storytelling 10
  • 46. Repurposing contentTipping Point #ThinktoRise #ThinktoRise began as an offshoot of partnership with Tehelka THiNK 2012 Fest on Tipping Point Innovator showcase series The Twitter chat series seeks to bring innovators to the fore. 06
  • 47. Repurposing content Leverage Hashtag: Twitter chats: Marketing: Media Tehelka’s #ThinktoRise Identified Emailers for Topicality: A Partnership expertise to was a interviewees each chat, session at with Tehelka identify branded with large amplification THiNK 2012 – Tipping innovators hashtag with networks and on all social Fest Goa Point and create the element presence touchpoints content of content 10
  • 48. thank you