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Social Media Content Management

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At Sprinklr's #SocialatScale Summit on August 20, 2013, Heather Read of DuPont's social media team provided 3 simple steps of to design and build interesting and engaging social media content.

At Sprinklr's #SocialatScale Summit on August 20, 2013, Heather Read of DuPont's social media team provided 3 simple steps of to design and build interesting and engaging social media content.

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  • First, let me give you a little background. DuPont is a company that was founded in 1802 on the banks of the Brandwine River in Wilmington, Del. – about a couple hours south of here. DuPont is one of the few companies in the US that is more than 200 years old. Our first product was gunpowder, and our first customer was Thomas Jefferson.In the early to mid-1900s DuPont turned its focus to chemistry – better things for better living -- to create synthetic materials like Cellophane film, Nylon fiber and Neoprene synthetic rubberIf you don’t know DuPont, you may be familiar with inventions – nylon, Kevlar, corian, Teflon. In the 60s we made strides in advanced materials such as Kevlar® fiber which is well-known as the material in body armor worn by police officers and soldiers. Originally developed as a substance for use in tires, it can now be found in applications from cell phone cases to aircraft. And Nomex® fiber protects our firefighters.In 1969 Apollo 11 landed on the moon, and 20 of 21 layers in Neil Armstrong’s space suit was DuPont materialsWe invented Teflon® non-stick coatings for cookware, and Tyvek® non-woven sheet for Home Wrap.We’ve been a supplier to the solar industry for over 50 years, and today are a global leader, supplying photovoltaics materials, like Tedlar® films and Solamet® pastes. DuPont materials are in over ½ of the world’s 300 million solar panels.We’ve expanded from explosives to chemistry and now are in our 3rd century of “integrated science” – using chemistry, biology and advanced materials sciences for new solutions to the challenging problems that are facing our planet. Innovating to solve problems is in our DNA, it’s what we’ve been doing for 100’s of years.
  • Today, technology enables the building of communities
  • look at ALL the content assets we had available or needed. Some already existed, some not available until launch, some we needed to create.For a dedicated campaign, or live event take inventory of all things available for use now and in the futureThen we determined WHEN to use them – some are better for promoting the event, others during or as recaps.I cannot stress the importance of doing as much as you possible can BEFORE your event. Once you have assets and messages planned, have them staged in your social media management systems. You can pre-load event videos in youtube, quotes from scripts, links to news releasesThis way, you have time to add hashtags or direct messages to particular usersWe put them in as DRAFTS … push the button when time comes
  • KIRSTENThe cheat sheet has been one of our most successful tools at multiple events so let’s take a closer look into it’s components.We created this cheat sheet for our digital advocates.This was not an original idea of ours – but it was a good one!So we put together one page showing the who, what, when, why, where and how of the eventIncluding who would be participating and tweeting in the event.We also pre-wrote messages that could be usedIt’s amazing what happens when you give people something to say!We sent this document out the afternoon before our eventMonths later we still see these pre-written tweets showing up in our monitors!

Social Media Content Management Social Media Content Management Presentation Transcript

  • Content Management @HeatherRead August 20, 2013
  • Our content approach: fun, relevant & engaging
  • 4
  • 3 Steps to Content Management Coordinate our global social media team to invent & design campaigns Build the assets in a way global teams and BUs can translate & localize Plan Amplify Digital Asset Management + structured campaigns & tags to measure impact Measure 1 2 3
  • Plan • Build annual calendar combining planned news with world events • Coordinate the global team weekly to communicate, brainstorm & make assignments • Collaborate on centrally shared calendar (.XLS) • Content sharing & scheduling through Sprinklr
  • Integrate digital & social tactics… © 2013 Sprinklr. All rights reserved. Assets Lead up Launch Beyond The Index x x e-invitations x Livestream (4) x Speeches (quotes adapted for social) x x Existing food security videos (13) x x x FSI panel video x x FSI walk-thru video x x Highlight video(s) x Event photos x x Storify x Social media “cheat sheet” x x x News release x Briefing book x x x Ads x x Blog articles (12+) x x x Amplifying news from event x x
  • Corporate – Global - @DuPont_News - YouTube - DuPont Facebook - LinkedIn Company Page Country Channels - @DuPontAfrica - @DuPontBrasil - @DuPontMexico - @DuPontIndia - @DuPontAusNews - weibo.com/dupont Primary channels Secondary channels Other DuPont Channels - @Dupont_ability - @DuPontPioneer - @DuPontPackaging - Pioneer Facebook EngagementContent “hub” Stakeholders, influencers and public share messages and engage. …and organize how they will be published across your channels
  • Amplify • Pre-plan with global team which channels will amplify & how • Campaign templates for message design and approval • Campaign owner uploads approved content into Sprinklr DAM + sends messages / Content Suggestions to channel owners for approval • “Cheat Sheets” for external partners
  • Describe event How to participate How to share and join conversation Give them something to say! Who else will be involved Where to find more info Social Media “Cheat Sheet”
  • Measure • Select Campaign during weekly content meetings • Agree on central “tags” • Pull measurement report post-event • Plan for long-term re-use and continual measurement • Match social metrics to other results like traffic sources, SOV analysis, live event participation Results of our Food Security program:
  • Challenges • Content suggestions vs. Approvals, especially when translation is needed • Team structures that cross regions and how we’ve deployed “clients” • Tagging What are your ideas?
  • Thank you.Follow us! @ DuPont_news or on Facebook facebook.com/dupontco