Zan McColloch-Lussier - Creating & Curating Killer Content

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  • What should we say?How will I find the time..?
  • Unprecedented ability to connectNo matter your budget - can't compete with thisSo important to speak to your audience
  • To create content people want you need to know who you’re talking to Believers, agnostics and atheists – you want BelieversPeter will talk - 2 tips on defining your audience
  • Not just that you’re ending climate change, but that you’re giving them simple ways they can help the planetNot just that you’re ending child abuse – but that you’re taking care of the kids that they worry about but don’t know what to do for.
  • Cocktail party – conversational 2 questions to consider so you're content speaks to problem you're solving and their interests
  • Know who they are so you can speak directly to themTool to keep them top of mindRemind you of who they are
  • Once you personify these people it becomes more clearIf you’re creating content for you and your co-workers, you won’t get their attention
  • From Kanter’s new bookInstead of starting with Tester Amendment start w/ fun & their intetests
  • Great example Post about all types of things parents would be interested in ----- Meeting Notes (11/4/12 15:39) -----Instead of converations we repeat the press release
  • You mission is related to more topics that people talk aboutDefine & focus on a few of these to create content on ramps & bring people in
  • Create your own Helpful to do with co-workers ----- Meeting Notes (11/4/12 15:39) -----Worksheet to get you thinking outside of your mission statement
  • You’re now halfway to your double rainbow of awesome content Know who you’re talking toKnow what they’re interested in and how it overlaps with your mission
  • What was the answer to this? You won’t – so curate
  • Finding – sharing best - in way that reinforces your nonprofits message Not just RT-ingI think of it as being a DJ
  • Saves time – easier to give context to someone’s blog post than write yourselfPositions- if you are the hub and source you’re trustedUp to date – you’ll understand trends earlier ----- Meeting Notes (11/4/12 15:39) -----Curating solves problems for your organization
  • Three steps to curation
  • You’ve already done the work of thinking of search terms in your issue universeNow you’ve got to go out and find the content on thesestart with the places you’re already spending timeHALF WAY – 9:45
  • Public or privatePeople who you find good info from consistently
  • Interest Lists Pare down facebook with interest lists (again public or private)
  • Rss Feed Lots of things, like Twitter searches, can be pulled into RSSDon’t ignore this
  • Google alerts Most pressing terms to get in real time Or pull into Reader
  • Protopage & Addictomatic are free
  • Organize it or you’ll just be overwhelmed & not be able to find it later
  • Thinking ahead of why curating and how you'll use it What will it become
  • Browser plug inHappy to evangelize over lunch
  • Alameda County Food Bank
  • If This Then That
  • OVERALL : Decide how you’ll want to use your content, set up a system and start organizing
  • Now you’ve got your content & you’re ready to share itOf course you’ll be able to use Facebook and Twitter or Blog posts Some ideas I’m not seeing a lo of NP’s use, but hope they will
  • Use the favorites channel on YouTube to become a channel
  • Only automated curation tool I recommend Can embed on website
  • Powerful content sharing tool – it attributes back to owners of content Create a story out of an event or theme ----- Meeting Notes (11/4/12 15:39) -----Some tools to think about as you start curating
  • Not about more noise – share just your bestGive it context with questions, opinions and endorsementsAttribute it to people – they’ll echo you----- Meeting Notes (11/4/12 15:39) -----Basic rules of curation
  • And remember – Katya Andresen from Network For GoodAnd it’s a fun and powerful tool for bringing your audience closer to your mission
  • Zan McColloch-Lussier - Creating & Curating Killer Content

    1. 1. HOW TO CREATECONTENT YOURAUDIENCEWANTSSOCIAL MEDIA FOR NONPROFITS@ ZANARAMA #SM4NP
    2. 2. What should we say onsocial media?How will I ever find thetime to create all thatcontent?
    3. 3. What people want tohear.You won’t. Curate.
    4. 4. Can you compete with thisnoise?
    5. 5. DEFINE YOURAUDIENCE Flickr:libertinus
    6. 6. What problem canmy nonprofit solve for them?
    7. 7. Where do theirinterests and your mission connect?
    8. 8. TOOL TIME Go to bit.ly/personatempl ate Download a template for creating audience personas from Hubspot.
    9. 9. HERE’S THE DEAL What your supporters think about Your What you think mission about Family Your Rest of mission life Rest of life Work
    10. 10. CONTENT ON-RAMPS GRIST
    11. 11. FOUNDATION FOREARLY LEARNING
    12. 12. Food Waste Farm Bill Nutrition Gardening mission Ending Hunger instatement Western Washington
    13. 13. TOOL TIME Go to bit.ly/issueuniverse Download a worksheet for creating your own issue universe.
    14. 14. CONGRATULATIONS! YOU’RE HALFWAY THERE. Flickr:bernatcg
    15. 15. What should we sayon social media?How will I ever findthe time to create allthat content?
    16. 16. WHAT IS CONTENTCURATION? Content curation is the process of sorting through the vast amounts of content on the web Content Curation basically means that – and presenting it in a out of all the content meaningful and organized way you find on the social around a specific theme. The web – you pass on the work involves most valuable stuff to sifting, sorting, arranging, and your network. publishing information. Michiel Gaasterland Beth Kanter
    17. 17. GET CURATING Saves you time Positions your organization as trustworthy source Keeps you up to date
    18. 18. GET CURATINGListen & find contentOrganize itShare it
    19. 19. LISTEN & FIND Flickr:wwworks
    20. 20. LISTEN & FINDCONTENT
    21. 21. LISTEN & FINDCONTENT
    22. 22. LISTEN & FINDCONTENT Flickr: acagamic
    23. 23. LISTEN & FINDCONTENT
    24. 24. TOOL TIME Create simple to complex listening dashboards with: Netvibes Protopage Addictomatic
    25. 25. GET ORGANIZED Flickr:marirn
    26. 26. GET ORGANIZED Fodder for blog posts ‘Best of’ email newsletter or post Share to Facebook or Twitter Share with colleaguesFlickr:kasaa
    27. 27. TOOL TIME Quickly tag & organize content you find online or anywhere. Evernote
    28. 28. EVERNOTE kulowiectech.blogspot.com
    29. 29. TOOL TIME Keep track of content you find & share in real time. Scoop.it
    30. 30. SCOOP.IT
    31. 31. TOOL TIME Make the Internets do your bidding. IFTTT
    32. 32. IFTTT
    33. 33. SHARE Flickr:carlos_maya
    34. 34. YOUTUBE - FAVORITES
    35. 35. PAPER.LI
    36. 36. STORIFY.COM
    37. 37. DON’T FORGET Quality over quantity Add your voice Attribute & share alike Flickr:jenniwaterloo
    38. 38. WHEN DONE RIGHT
    39. 39. LET ME KNOW HOW ITGOES Reach me at: Zan@MixtapeCommunications.com Twitter - @zanarama

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