Where Strategy Meets Serendipity: A Framework for the Thoughtful Creation and Maintenance of Social Media Content

Where Strategy Meets Serendipity:A Framework for the Thoughtful Creationand Maintenance of Social Media ContentGeorgiana Cohen@radiofreegeorgyJuly 25, 2012#ncsrmr 1

#ncsrmr @radiofreegeorgyAbout me 2

First, a question... 3 http://www.ﬂickr.com/photos/cheryldudley/3633002627/ http://www.ﬂickr.com/photos/ucdaviscoe/6303100423/

#ncsrmr @radiofreegeorgyIntroduction What is social media? 4

#ncsrmr @radiofreegeorgyIntroduction What is social media? Using the web to have conversations with people. 5

#ncsrmr @radiofreegeorgyIntroduction 6

#ncsrmr @radiofreegeorgyIntroduction• It’s real-time 6

#ncsrmr @radiofreegeorgyIntroduction• It’s real-time• It’s shareable 6

#ncsrmr @radiofreegeorgyIntroduction• It’s real-time• It’s shareable• It’s real conversation 6

#ncsrmr @radiofreegeorgyIntroduction• It’s real-time• It’s shareable• It’s real conversation• It brings people together 6

#ncsrmr @radiofreegeorgyIntroduction• It’s real-time• It’s shareable• It’s real conversation• It brings people together• It matters 6

Text 10 http://www.ﬂickr.com/photos/cheryldudley/3633002627/

IntegrateAcrosschannels http://en.wikipedia.org/wiki/File:Sch

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14http://www.ﬂickr.com/photos/cecphotography/5964949045/

#ncsrmr @radiofreegeorgyThe 5 Ps (and an M) 15

#ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose 15

#ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose• Planning 15

#ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose• Planning• People 15

#ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose• Planning• People• Process 15

#ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose• Planning• People• Process• Publishing 15

#ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose• Planning• People• Process• Publishing• Measurement 15

Purpose 16 http://www.flickr.com/photos/30588093@N06/3231856300/ http://www.flickr.com/photos/cheryldudley/3633002627/ http://www.flickr.com/photos/ucdaviscoe/6303100423/

Purpose Goals Audience Message Why am I Who am I What am I saying this? talking to? saying? 17 http://www.ﬂickr.com/photos/cusegoyle/2045457261/

http://www.ﬂickr.com/photos/albertoalerigi/2886121661/

Purpose Goals Audience Message Why am I Who am I What am I saying this? talking to? saying? 19

Planning http://www.ﬂickr.com/photos/wscullin/3770015203/

#ncsrmr @radiofreegeorgyPlanning http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-ﬁnd-thoughts-on-content-and-serendipity/ 21

#ncsrmr @radiofreegeorgyPlanning Don’t get O.S.S. * http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-ﬁnd-thoughts-on-content-and-serendipity/ * (“Ooh, shiny!” syndrome) 23 http://www.ﬂickr.com/photos/gnilenkov/7020014521/

#ncsrmr @radiofreegeorgyPlanning Don’t get O.S.S. * http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-ﬁnd-thoughts-on-content-and-serendipity/ * (“Ooh, shiny!” syndrome) 24 http://www.ﬂickr.com/photos/gnilenkov/7020014521/

#ncsrmr @radiofreegeorgyPlanning http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 25 http://www.flickr.com/photos/jonathanbeard/3196536843/ http://www.flickr.com/photos/janetmck/1455570188/

#ncsrmr @radiofreegeorgyPlanning http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 26 http://www.flickr.com/photos/jonathanbeard/3196536843/ http://www.flickr.com/photos/janetmck/1455570188/ http://www.flickr.com/photos/sepblog/3649959481/

#ncsrmr @radiofreegeorgyPlanning http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-ﬁnd-thoughts-on-content-and-serendipity/ 27 http://www.ﬂickr.com/photos/jonathanbeard/3196536843/

#ncsrmr @radiofreegeorgyPlanning “ Finding great content can involve serendipity, but it involves looking in the first place. - Tim Nekritz http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 28 http://www.flickr.com/photos/allyaubryphotography/3522537715/

People http://www.ﬂickr.com/photos/davemurr/4444331542/

About you 30http://www.ﬂickr.com/photos/philon/2183636788/ http://www.ﬂickr.com/photos/wonker/1436280027/

About you • Roles and responsibilities • Process for shared management • Approvals and workflow • Expectations and empowerment • Available time 31http://www.flickr.com/photos/philon/2183636788/ http://www.flickr.com/photos/wonker/1436280027/

About you 32 http://www.ﬂickr.com/photos/stevendepolo/4825345881/

About you 33 http://www.ﬂickr.com/photos/wonker/1436280027/

Education, trainingAbout you and workshops 34 http://www.ﬂickr.com/photos/wonker/1436280027/

Education, trainingAbout you resources, Shared and workshops guidelines and templates 35 http://www.ﬂickr.com/photos/wonker/1436280027/

Education, trainingAbout you resources, Shared and workshops guidelines and templates Awareness of campus social media landscape 36 http://www.ﬂickr.com/photos/wonker/1436280027/

Education, trainingAbout you resources, Shared and workshops guidelines and templates Awareness of campus social media landscape Brainstorming and collaboration 37 http://www.ﬂickr.com/photos/wonker/1436280027/

Education, trainingAbout you resources, Shared and workshops guidelines and templates Awareness of campus social media landscape Brainstorming and collaboration Share information and coordinate efforts 38 http://www.ﬂickr.com/photos/wonker/1436280027/

Education, trainingAbout you resources, Shared and workshops guidelines and templates Awareness of campus social media landscape Brainstorming and collaboration Share information and coordinate efforts Share best practices and case studies 39 http://www.ﬂickr.com/photos/wonker/1436280027/

Education, trainingAbout you resources, Shared and workshops guidelines and templates Awareness of campus social media landscape Brainstorming and collaboration Share information and coordinate efforts Moral support Share best practices and case studies 40 http://www.ﬂickr.com/photos/wonker/1436280027/

Process http://www.ﬂickr.com/photos/17258892@N05/2588347668/

#ncsrmr @radiofreegeorgyPlanning “ Finding great content can involve serendipity, but it involves looking in the first place. - Tim Nekritz http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 42 http://www.flickr.com/photos/rexroof/3283248534/

• Responsibility• Respect and civility• Transparency, reputation andendorsements• Responsiveness andmaintenance• Conﬁdentiality and security• Community building http://www.ﬂickr.com/photos/rexroof/3283248534/

#ncsrmr @radiofreegeorgyProcessFour tenets of the community manager1. Community advocate2. Brand evangelist3. Savvy communicator4. Gathers input for future product and servicesSource: Jeremiah Owyang http://www.web-strategist.com/blog/2007/11/25/the-four-tenets-of-the-community-manager/ 44

• Monitor your brand Listening • Discover content • Discover conversation • Find your fans (and foes) 45http://www.ﬂickr.com/photos/ky_olsen/3133347219/

#ncsrmr @radiofreegeorgy Process • Connect disparate audiences in one space • Build meaningful connections • Reinforce your brand • Enable content discovery and creation • Communicate, respond and engage in real-time • Gain valuable info and insight 46http://www.ﬂickr.com/photos/oskay/343867549/in/set-72157594321212027

#ncsrmr @radiofreegeorgyProcess• Connect disparate audiences in one space• Build meaningful connections• Reinforce your brand• Enable content discovery and creation• Communicate, respond and engage in real-time• Gain valuable info and insight 47

Madison Area California State #ncsrmr @radiofreegeorgy Technical CollegePlanning University - East Bay http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-ﬁnd-thoughts-on-content-and-serendipity/ 48

Publishing 49 http://www.ﬂickr.com/photos/seattlemunicipalarchives/4112145071

#ncsrmr @radiofreegeorgy Planning Think twice, publish once “ Finding great content can involve serendipity, but it involves looking in the first place. - Tim Nekritz http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 50http://www.flickr.com/photos/mukluk/174688752/

#ncsrmr @radiofreegeorgyPublishing Editorial calendar 51

#ncsrmr @radiofreegeorgyPublishing Editorial calendar(Also reinforces cross-channel publishing) 52

#ncsrmr @radiofreegeorgyPublishing • Ensure consistency across channels and despite turnoverStyle guide • Tie to brand guidelines • Image/avatar/visual standards • Hashtag and naming conventions 53

#ncsrmr @radiofreegeorgyPublishing Voice and Tone • Contrasting values (“we’re X but not Y; we’re savvy, but not hipster.”Style guide • Determine the personality of your brand on social media • Active voice; no jargon; be inclusive 54

#ncsrmr @radiofreegeorgy Scheduling posts Planning Think twice, publish once • IFTTT “ • Buffer • Timely Finding great content can involve serendipity, but it Considerations looking in the first place. involves • Context - Tim Nekritz • Real-time http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ • Platform specifics 55http://www.flickr.com/photos/mukluk/174688752/ http://www.flickr.com/photos/bradmontgomery/6818868037/

Listening 56http://www.ﬂickr.com/photos/taylar/3460980819/

#ncsrmr @radiofreegeorgyPublishing “ Finding great content can involve serendipity, but it involves looking in the ﬁrst place. - Tim Nekritz http://insidetimshead.wordpress.com/2012/01/09/seek- and-ye-shall-ﬁnd-thoughts-on-content-and-serendipity/ 57

#ncsrmr @radiofreegeorgyProcess Overview of content curation: 1. Listening/discovery framework 2. Editorial sensibilities 3. Brand-adjacent content 4. Context 5. Real-time workﬂow 6. Community 7. Ethics 58

#ncsrmr @radiofreegeorgyProcess Overview of content curation: 1.Listening/discovery framework 2.Editorial sensibilities 3.Brand-adjacent content 4.Context 5.Real-time workﬂow 6.Community 7.Ethics 59

• It should be user-generated content (for example, YouTube videos, blog posts, Twitter accounts, etc.). While a media hit may be included in a Jumble post, it should not be the core around which the post is built.• Always cite sources and credit appropriately ◦ Many YouTube videos – say, shot at a cappella concerts – are hard to cite as “John Smith, E11, filmed the Bubs singing this song” – use your judgment as to where citation and credit is required.• Discovering that a Tufts entity (e.g. department, student group) is on Facebook, Twitter or has a blog is enough for a Jumble post, assuming their content on those channels is interesting and worthy of mention—consider citing a recent tweet or FB post ◦ When posting about blogs, reference the subject matter of a recent post and include a quoted excerpt using the <blockquote> function in Wordpress.• Students, alums, faculty and staff who created the content (not necessarily everyone mentioned or appearing in the content) should ideally be able to be identified by name (by which we can then learn years, titles, etc.) ...• Student groups should be identifiable (e.g. which a cappella group is featured in the video) ◦ This is so we can add the appropriate context of linking to their website, Facebook page, etc.• Content should be recent (e.g. not video from an a cappella concert last fall)• If we are unsure of the connection to the university, or the connection is tenuous, do not post• Review content thoroughly (most specifically, watch videos through to the end) to be sure there is nothing unfavorable (e.g. explicit language, alcohol, nudity, etc.). If foul language is gratuitous, the content may be excluded. But if it seems appropriate (e.g. student film), use your judgment.

Publishing 61

#ncsrmr @radiofreegeorgyPublishing 62

#ncsrmr @radiofreegeorgy Planning “ Finding great content can involve serendipity, but it involves looking in the first place. - Tim Nekritz http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 63http://www.flickr.com/photos/cogdog/7423881070/

Measurement 64 http://www.ﬂickr.com/photos/cheryldudley/3633002627/ http://www.ﬂickr.com/photos/chefranden/390872656/

#ncsrmr @radiofreegeorgyPlanning NOOOOOOOOOOOOO! http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-ﬁnd-thoughts-on-content-and-serendipity/ 66

Valueovervolume.Qualityoverquantity. 67 http://www.flickr.com/photos/cheryldudley/3633002627/ http://www.flickr.com/photos/orinrobertjohn/2911248047/ http://www.flickr.com/photos/ollesvensson/4252196844/

68http://www.ﬂickr.com/photos/cheryldudley/3633002627/ http://www.ﬂickr.com/photos/ollesvensson/4252196844/

• Put numbersin context• Pick stats thatmatter to you• Measure overtime. Look forpatterns.• Validatequalitativeanalysis 69 http://www.ﬂickr.com/photos/cheryldudley/3633002627/ http://www.ﬂickr.com/photos/ollesvensson/4252196844/

70http://www.flickr.com/photos/cheryldudley/3633002627/http://www.flickr.com/photos/orinrobertjohn/2911248047/ http://www.flickr.com/photos/ollesvensson/4252196844/

71http://www.flickr.com/photos/cheryldudley/3633002627/http://www.flickr.com/photos/orinrobertjohn/2911248047/ http://www.flickr.com/photos/ollesvensson/4252196844/

#ncsrmr @radiofreegeorgyMeasurement Internal considerations • Distribution of brand messages • School representation • Content types 72

#ncsrmr @radiofreegeorgyPlanning Plan Plan Create Create Analyze Analyze Publish Publish Measure http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-ﬁnd-thoughts-on-content-and-serendipity/ Measure Promote Promote 73

#ncsrmr @radiofreegeorgyPlanning www.meetcontent.com @meetcontent 74

Thank you! Questions?www.takethecrosstown.com@radiofreegeorgy / @crosstowncomm

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Where Strategy Meets Serendipity: A Framework for the Thoughtful Creation and Maintenance of Social Media Content

by Georgiana Cohen on Jul 25, 2012

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Where Strategy Meets Serendipity: A Framework for the Thoughtful Creation and Maintenance of Social Media Content Presentation Transcript