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Social Media + Content Production: How to effectively implement a content production plan at your organization

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  • 1. Social Media + Content Production What You Need to Know to Implement Implement an Effective Program at Your Institution Kate Brodock Executive Director of Digital & Social Media at Syracuse University Founder & Chair of Other Side Group
  • 2. A little about me….Kate Brodock UCDA, 15 October 2012
  • 3. AGENDA SOCIAL MEDIA and YOUR INSTITUTION CONTENT PRODUCTION CONTENT CREATION vs CONTENT CURATION CREATING A CONTENT PLAN DIGITALLY FRIENDLY CONTENTKate Brodock UCDA, 15 October 2012
  • 4. SOCIAL MEDIA AND YOUR INSTITUTION
  • 5. What is social media? “We are living in an era of social transformation…where new business models and operating philosophies are replacing the old. This era is about a lot more than just media and marketing rather it is about understanding the new rules of the marketplace….the marketplace of people connected to everything and everyone because of technology.” – Jay Deragon, Relationship EconomyKate Brodock UCDA, 15 October 2012
  • 6. Social Media Breakdown The “Social” The “Media” • Bi- or Multi-directional • Social platforms • Conversation • Video, photo, audio (rich- • Engagement media) • Listen • Content • Trust • TransparencyKate Brodock UCDA, 15 October 2012
  • 7. What does this mean for our audience? People are finding, learning about, engaging with and creating value in multiple ways, we can’t just promise it any more.Kate Brodock UCDA, 15 October 2012
  • 8. Common Social Media ToolsKate Brodock UCDA, 15 October 2012
  • 9. Some Functions of Social Media within Higher Ed • Marketing & Branding • PR • Media • Sales, Prospecting, Outreach • Community Management • Customer Service • Media Relations • Internal CommunicationsKate Brodock UCDA, 15 October 2012
  • 10. SOCIAL MEDIA ANDCONTENT PRODUCTION
  • 11. Social Writing “Content, primarily in written format, that is designed to be optimal for social sharing.” • Goal 1: Create content that people want to share. • Goal 2: Create content that will work well once shared. - Other Side Group, 2012Kate Brodock UCDA, 15 October 2012
  • 12. Brand Journalism “Brand Journalism is when any organization….creates valuable information and shares it with the world.” • Brand Journalism is not a product pitch. It is not an advertorial. It is not an egotistical spewing of gobbledygook-laden corporate drivel. • Instead, Brand Journalism is the creation of Web content – videos, blogs posts, photos, charts, graphs, essays, eBooks, white papers – that deliver value to your marketplace and serve to position your organization as one worthy of doing business with. - David Meerman Scott, 2009Kate Brodock UCDA, 15 October 2012
  • 13. What is Content? • Writing - blogging, eBooks, white papers • Photos • Audio clips • Video • Use-generated content • Third-party content – articles, videos, etcKate Brodock UCDA, 15 October 2012
  • 14. Good Content Is….. • Likeable • Influential • Useful • Relevant • Engaging • Action-inspiring • Interactive • ShareableKate Brodock UCDA, 15 October 2012
  • 15. Content Production: How it works with your communications plan Your goals may be: • Branding, promotion, outreach, media relations, prospecting, alumni relations…. Content opens up new opportunities to reach new people….. have them reach you….. initiate conversation….. create more engaging experiences and two-way relationships…… have your “brand” shared with other networks……Kate Brodock UCDA, 15 October 2012
  • 16. Why start a content program? • Thought Leadership • Education • “Lead generation” (finding prospective students, for instance) • Engagement and Community Building • Search-Engine Optimization (SEO) • Brand Awareness • Outreach • Media Relations • Traditional methods are not sufficient, and you’re likely missing opportunities • If you’re already in the social space, you need something to share and connect to people with,Kate Brodock right? UCDA, 15 October 2012
  • 17. Why is creating a digital content program important? People are consuming information in new ways. You need to keep up with them. • Skimming • Video consumption • Visual stimulationKate Brodock UCDA, 15 October 2012
  • 18. Why is creating a digital content program important? Your specific audiences are communicating in new ways. You need to meet them there. • Current students • Prospective students • Tech savvy faculty, staff and alumni • Media and external partiesKate Brodock UCDA, 15 October 2012
  • 19. Why is creating a digital content program important? With the right content, you have the potential to reach more people. • Social content • Valuable content people want to share • Search-engine optimized content (SEO)Kate Brodock UCDA, 15 October 2012
  • 20. Why is creating a digital content program important? People are getting bored or annoyed with straight “sales” tactics and traditional marketing, especially when they’re online. You need to give them a reason to re-engage. • They want something valuable and useful. • If you can offer them that value, that’s a good thing!Kate Brodock UCDA, 15 October 2012
  • 21. CONTENT CREATION vsCONTENT CURATION
  • 22. Content Creation vs Content Curation CONTENT CREATION • Original content created by your organization. Beneficial for: • Demonstrating value directly • Thought Leadership • Giving deeper, more knowledgeable insight into your brand • “Controlling the message”Kate Brodock UCDA, 15 October 2012
  • 23. Content Creation vs Content Curation CONTENT CURATION • Discovering, gathering, culling through and presenting existing digital content that surrounds a specific subject matter. • “Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme. The work involves, sifting, sorting, arranging, and publishing information.” – Beth Kanter, 2011 Beneficial for: • Supporting Thought Leadership • Quick pieces of content • Creating conversationKate Brodock UCDA, 15 October 2012
  • 24. Content Creation vs Content Curation CONTENT CREATION + CONTENT CURATION = SWEET SPOTKate Brodock UCDA, 15 October 2012
  • 25. CREATING A CONTENT PLAN
  • 26. Your Goals What overall institutional goals are you trying to achieve? • Who’s your audience? • Why do you want to reach them? • What action do you want them to take? • What “business” goal do you want to accomplish?Kate Brodock UCDA, 15 October 2012
  • 27. Content Parameters What are the various topic areas that you’ll focus your content on? What boundaries can you put around your content? How do these parameters reflect on your brand? • What are your organizational values or mission? • What problem do you solve for your customers? • Can you help them solve further problems? • Can you think more broadly about your product, service or organization? • What part of your brand do you want your audience to connect to? • Can you help your customers help their customers?Kate Brodock UCDA, 15 October 2012
  • 28. Content Sources Where do you already have existing content? • Old photos and audio (archives?) • Un-organized video footage • Existing marketing copy • Testimonials • User-generated content • Internal communications • On-going phone or email exchangesKate Brodock UCDA, 15 October 2012
  • 29. Content Sources Where can you get additional content? • Enthusiastic students or alumni • Live events • Social media channels • Third-parties • User-generated content • Cross-campus partnershipsKate Brodock UCDA, 15 October 2012
  • 30. Example: Live EventKate Brodock UCDA, 15 October 2012
  • 31. Example: Live EventKate Brodock UCDA, 15 October 2012
  • 32. Content Quality Considerations What type of quality guidelines do you want to have for your content? • High-profile vs low(er)-profile events • When to use user-generated content • Professional vs non-professional options • Who’s the audience? What purpose is content being used for? • Marketing vs media relations • Informational vs engaging • What platforms will the content be going on? • Who’s the audience?Kate Brodock UCDA, 15 October 2012
  • 33. Branding and Voice Considerations Branding • How does this content fit into our brand message? • Does this content accurately represent our brand? • How do we want our brand portrayed in this particular piece of content? • Who’s our audience? Voice • How do you want your brand portrayed? • Social media is sometimes more casual than other formats • The Voice Brand and The Emotional Brand • Who’s your audience?Kate Brodock UCDA, 15 October 2012
  • 34. Things to Think About • Length • Quality • Accessibility • Shareability • Verification • Legal Issues and Rights • AttributionKate Brodock UCDA, 15 October 2012
  • 35. DIGITALLY FRIENDLY CONTENT
  • 36. 10 Ways to Make Your Content Socially Friendly 1. Demonstrate value, don’t just give information. Consistently ask yourself whether you’re giving your audience value that will make them feel fulfilled, see you as a trusted resource, and make them come back in the future.Kate Brodock UCDA, 15 October 2012
  • 37. 10 Ways to Make Your Content Socially Friendly 2. Label your pieces to be attractive, informative and accurate.Kate Brodock UCDA, 15 October 2012
  • 38. 10 Ways to Make Your Content Socially Friendly 3. Make sure your layout matches the way people consume.Kate Brodock UCDA, 15 October 2012
  • 39. 10 Ways to Make Your Content Socially Friendly 4. Think about language, wording and voice.Kate Brodock UCDA, 15 October 2012
  • 40. 10 Ways to Make Your Content Socially Friendly 5. Make sure your content is in the right format.Kate Brodock UCDA, 15 October 2012
  • 41. 10 Ways to Make Your Content Socially Friendly 6. Remember, people like visual.Kate Brodock UCDA, 15 October 2012
  • 42. 10 Ways to Make Your Content Socially Friendly 7. Think about SEO.Kate Brodock UCDA, 15 October 2012
  • 43. 10 Ways to Make Your Content Socially Friendly 8. Share content across platforms.Kate Brodock UCDA, 15 October 2012
  • 44. 10 Ways to Make Your Content Socially Friendly 9. Social is powerful.Kate Brodock UCDA, 15 October 2012
  • 45. 10 Ways to Make Your Content Socially Friendly 10. Think about mobile.Kate Brodock UCDA, 15 October 2012
  • 46. Thank you! Any questions? Twitter - @just_kate Email – justkate@syr.edu Today and Tomorrow - katebrodock.com Ad Comments Here - othersidegroup.com Presentations - Slideshare.com/justkate And other…….Kate Brodock UCDA, 15 October 2012