The End of the One-Off: How to build reskinnable content packages

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Hot off Social Fresh East 2013, here's my presentation on how to keep the best parts of what you build...and reskin the rest.

Hot off Social Fresh East 2013, here's my presentation on how to keep the best parts of what you build...and reskin the rest.

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  • 1. The end of the ONE-OFF How to build reskinnable content packages katie richman - @espn_prodgirlThursday, April 18, 13
  • 2. Thursday, April 18, 13
  • 3. 30 Days. 30 Inspirations to GET OUTSIDE. January + February 2013.Thursday, April 18, 13
  • 4. Thursday, April 18, 13
  • 5. Thursday, April 18, 13
  • 6. Thursday, April 18, 13
  • 7. Thursday, April 18, 13
  • 8. (metaphor break...)Thursday, April 18, 13
  • 9. People love the CLOCK FACE.Thursday, April 18, 13
  • 10. I the GEARS.Thursday, April 18, 13
  • 11. A watchmaker doesn’t change the way she MAKES A WATCH each time. The GUTS stay the same.Thursday, April 18, 13
  • 12. A watchmaker doesn’t change the way she MAKES A WATCH each time. The face changes.Thursday, April 18, 13
  • 13. A watchmaker doesn’t change the way she MAKES A WATCH each time. The face changes.Thursday, April 18, 13
  • 14. A watchmaker doesn’t change the way she MAKES A WATCH each time. The face changes.Thursday, April 18, 13
  • 15. How could we create social content rollouts thatCHANGE THE but SAVE THE ?Thursday, April 18, 13
  • 16. #1 Take an HOUR. Make a LIST.Thursday, April 18, 13
  • 17. #1 Make a LIST. What success can you TEMPLATE?Thursday, April 18, 13
  • 18. #1 “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 ConsumptionThursday, April 18, 13
  • 19. #1Thursday, April 18, 13
  • 20. #1Thursday, April 18, 13
  • 21. #1Thursday, April 18, 13
  • 22. #1Thursday, April 18, 13
  • 23. #1Thursday, April 18, 13
  • 24. #1Thursday, April 18, 13
  • 25. #1Thursday, April 18, 13
  • 26. #1Thursday, April 18, 13
  • 27. #1Thursday, April 18, 13
  • 28. #2 What is your GOAL?Thursday, April 18, 13
  • 29. #2 How can we do more with shareable images? How can we end the build and trash cycle?Thursday, April 18, 13
  • 30. #3 Create your CONTENT FLOW.Thursday, April 18, 13
  • 31. espnW.com/shareables espnW.com/shareables email newsletter espnW.com/p1 module facebook.com/espnW API for syndication pinterest.com/espnW SMS notification twitter.com/espnW mobile app event integration espnW Shareable Image Tiles Partner Opportunities + Content FlowThursday, April 18, 13
  • 32. #1: Uploaded to espnW.com/shareables streamThursday, April 18, 13
  • 33. #2: Facebook post. Link to espnW.com/shareables tile. No barriers. http://espnW.com/shareablesThursday, April 18, 13
  • 34. #3: Twitter. Tweet quote + short link to espnW.com/shareables tile.Thursday, April 18, 13
  • 35. #4: Pinterest.com/espnW. Boards mirror site nav.Thursday, April 18, 13
  • 36. #4: Pinterest.com/espnW. Links drive back to espnW.com/shareables/pinThursday, April 18, 13
  • 37. #5: Sign up for daily emailed image. Links to espnW.com/shareables/pin The 100 Workout The 100 Workout espnWThursday, April 18, 13
  • 38. #6: SMS. Sign up for daily texted quote + short link to espnW.com/shareables tile.Thursday, April 18, 13
  • 39. #7: espnW.com p1 ModuleThursday, April 18, 13
  • 40. #8: Content Syndication: Shareables Photo Module +Photo Stream via ESPN Photo APIThursday, April 18, 13
  • 41. #3 the content flow.Thursday, April 18, 13
  • 42. #3 the content flow. All 43 tiles posted on Day1. Pinterest.com/espnW #ColdList Pinboard Tiles post 1/day. Link back to espnW.com/ColdList Tiles 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.Thursday, April 18, 13
  • 43. espnW.com Shareables All Categories PopularThursday, April 18, 13
  • 44. Thursday, April 18, 13
  • 45. #4 Decide how to MEASURE SUCCESS.Thursday, April 18, 13
  • 46. #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)Thursday, April 18, 13
  • 47. #4 2 Main Goals of The Cold List 1.) Put structure in place for sales partnership. 2.) Page views to espnW.com/ColdListThursday, April 18, 13
  • 48. #5 Launch. ITERATE. Change stuff that isn’t working. Optimize stuff that is.Thursday, April 18, 13
  • 49. #5Thursday, April 18, 13
  • 50. #6 TAKE THE TIME. Do a POSTMORTEM.Thursday, April 18, 13
  • 51. #6 POSTMORTEM 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.Thursday, April 18, 13
  • 52. #6 POSTMORTEM 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.Thursday, April 18, 13
  • 53. #6 POSTMORTEM FINDINGS WHAT WAS UNEXPECTED?:Thursday, April 18, 13
  • 54. TEAMS POSTING TO FB (this is the BU Women’s LAX Team--posted unasked)Thursday, April 18, 13
  • 55. #6 REDDIT Traffic to espnW. Sub-reddits drove 34% of external traffic to espnW.com/ColdList!Thursday, April 18, 13
  • 56. #6 Tiles with text no photos worked best.Thursday, April 18, 13
  • 57. #6 Most popular... We made up the saying. Stock photo diamond.Thursday, April 18, 13
  • 58. #7 USE YOUR FINDINGS TO... ADJUST YOUR BENCHMARKS. ADJUST YOUR RESOURCES.Thursday, April 18, 13
  • 59. #8 DOCUMENT. CREATE A HOW-TO GUIDE TO KEEP THE ‘GEARS’ IN PLACE FOR THE NEXT TIME.Thursday, April 18, 13
  • 60. #8 The 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.Thursday, April 18, 13
  • 61. The end of the ONE-OFF How to build reskinnable content packages katie richman - @espn_prodgirlThursday, April 18, 13