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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 Creation and Maintenance of Social Media Content

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Presented at the Noel-Levitz National Conference on Student Recruitment, Marketing and Retention, July 25, 2012

Presented at the Noel-Levitz National Conference on Student Recruitment, Marketing and Retention, July 25, 2012

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  • \n
  • And I do some work with Noel-Levitz\n
  • And I do some work with Noel-Levitz\n
  • And I do some work with Noel-Levitz\n
  • And I do some work with Noel-Levitz\n
  • Who here directly manages and updates social media on a day to day basis?\nWho here has social media under their purview but does not run it on a day to day basis?\nThere’s something here for everyone.\n
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  • It is not this. It is not a unicorn. It is not magic. We have to put in the work to make SM work for us,\nSocial media is a magical playland, rife with serendipity and unicorns. We gleefully flock to the open fields, certain that social media will help us sell, engage, brand and communicate.\n
  • What I am here to do today is to kill unicorns, with something called content strategy.\n
  • What I am here to do today is to kill unicorns, with something called content strategy. “Content strategy plans for the creation, publication, and governance ofuseful, usable content.”\n
  • \n
  • ..SM is not an island\n
  • CS for SM is part of broader CS, - everything needs to be interconnected to serve org goals and user needs. - strive for message alignment and consistency & that only comes from considering how all channels work in concert. - This session - not to promote an independent SM CS, but rather focus on unique considerations for SM. WEBSITE IS PARAMPOUNT\n
  • so, like this horse. social media needs to be realistic, kept fit and alive, equipped, trained\n
  • The secret to content strategy - it’s about people\n- buy-in, roles, workflow, community\n\nI’m going to talk about how to empower people and give them the structure through which your SM will succeed.\n
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  • SM is not an end in itself. it’s not something we do because we feel like we should, or because someone told us to, or because the other guy does.\n
  • it’s a tool to use in the service of specific goals, and having a sense of the why, who and what guide the usage of that too. Has to be purpose-driven. Used with intent.\n
  • → - you don’t have to be all things to all people. Be intentional. Be specific. \nThose goals should tie to org goals. Follower amounts are not goals. This is the foundation of everything that follows\n
  • We know what we want to accomplish, who we’re talking to and what we’re saying - so where are we going to do this?\n
  • Picking your channels- don’t need to pick them all - based on those pillars, figure out which channel or channels sit best atop them, and what you can reasonably manage.\n\n\n
  • If you already have various channels, see which ones are more successful - use as an opp to refocus energies\n\n
  • No shiny objects - avoid OSS - you don’t want ot put time and energy into something that may be fun but is not actually helping you get things done.\n\n
  • No shiny objects - avoid OSS\n\n
  • Content types - Going back to those goals, audiences and messaging, what’s the right way to package that all together. videos? photos? text? links? queries?\n
  • Content plan - eg. school or dept. info like deadlines / events, student accomplishment/encouragement, testimonials, news and current events in the field, ask questions/solicit feedback - inquire about student projects and experiences, perspectives on relevant issues, build pride, what their soundtrack is for move-in? What will you reshare?\n
  • Content discovery and sourcing\n- what content, what news, what sources - on-campus, publications, other channels - who to connect with to get content ideas and links\n
  • Losing control - prepare yourself AND stakeholders\nYou can only control what you put out there, not how people react to it\n
  • People - a huge part of the previous P - planning\n
  • How do we share ownership? Who needs to be empowered, and who are the stakeholders\n- regularly scheduled calls/meetings to stay on track, promote discussion\n Convene with broader comms team quarterly/monthly to report outcomes and make adjustments\n Socialize the entire communications team, even if only select people update/respond/etc.\n\n
  • How do we share ownership? Who needs to be empowered, and who are the stakeholders\n- regularly scheduled calls/meetings to stay on track, promote discussion\n Convene with broader comms team quarterly/monthly to report outcomes and make adjustments\n Socialize the entire communications team, even if only select people update/respond/etc.\n\n
  • one-man band - doing SM for a dept, or you’re the only SM specialist for the university\n\nForm campus social media working group\n
  • Form campus social media working group\n
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  • Guidelines - more than an IT policy\n- include publishing considerations, criteria\n- opportunity to gain buy-in and investment\n
  • these are the categories from what i created at Tufts\n
  • Be relevant - Be helpful - Balance their needs and your goals - Be open, honest, personable and accessible - Facilitate, don’t dominate\n
  • just respond to students going on tours\nStrategic social listening/monitoring - to hear conversations of concern/relevancy to brand\nThere are tools to help do this.\n\n
  • Build meaningful connections - between other campus groups, between students, across audiences (parents, alums, students, staff, prospectives)\n\n
  • Communicate, respond and engage in real-time - Answer questions, Clear up misconceptions or misinformation, Solve problems\n\n
  • COMMENT response matrix\n
  • Who here directly manages and updates social media on a day to day basis?\nWho here has social media under their purview but does not run it on a day to day basis?\n\nThere’s something here for everyone.\n
  • Have your content plan in place and communicated/shared internally.\n
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  • - What will I post? How often will I post and respond?\n- reinforces cross-channel publishing\nMultichannel publishing - should not just mean multiple silos. it should be a mesh\n
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  • Hashtags and tags\n
  • Curation\nTalked about listening earlier\n\n
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  • otrustworthiness - as universities, we are trusted entities - with great power comes great responsibility\noreview and validate the content you are curating - do some detective work to attach names if possible\noone rotten apple spoils the barrel - one red solo cup ruins the whole video\ncopyright, fair use, attribtuion, linking - don’t steal!\n\n\n
  • otrustworthiness - as universities, we are trusted entities - with great power comes great responsibility\noreview and validate the content you are curating - do some detective work to attach names if possible\noone rotten apple spoils the barrel - one red solo cup ruins the whole video\ncopyright, fair use, attribtuion, linking - don’t steal!\n\n\n
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  • Blend of content, build a narrative, built-in Attribution\n
  • Hashtags and tags - what are they and why use them?\nAlways double check them before using, use them consistently, educate the community\n
  • There are a lot of easy numbers associated with social media. So we have to be careful when we’re trying to measure our efforts that we’re measuring the right things.\n
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  • Measurement is so much more than a single number!\n
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  • - How do you know if your content efforts are successful if you’re not measuring them against your goals?\n- SM goals should tie to organizational goals\n
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  • - How do you know if your content efforts are successful if you’re not measuring them against your goals?\n- SM goals should tie to organizational goals\n
  • - How do you know if your content efforts are successful if you’re not measuring them against your goals?\n- SM goals should tie to organizational goals\n
  • ed cal can help track these\n
  • No shiny objects - avoid OSS\n- Pinterest\nOr dull objects\n- Google+\n
  • No shiny objects - avoid OSS\n- Pinterest\nOr dull objects\n- Google+\n
  • \n

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 Creation and Maintenance of Social Media Content Presentation Transcript

  • 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
  • #ncsrmr @radiofreegeorgyAbout me 2
  • #ncsrmr @radiofreegeorgyAbout me 2
  • #ncsrmr @radiofreegeorgyAbout me 2
  • #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
  • 7
  • X 8
  • X 9
  • Text 10 http://www.flickr.com/photos/cheryldudley/3633002627/
  • IntegrateAcrosschannels http://en.wikipedia.org/wiki/File:Sch
  • 13http://www.flickr.com/photos/cheryldudley/3633002627/
  • 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 http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 22
  • #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/
  • • 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 http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 65
  • #ncsrmr @radiofreegeorgyPlanning http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 66
  • #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
  • #ncsrmr @radiofreegeorgyPlanning www.meetcontent.com @meetcontent 74
  • Thank you! Questions?www.takethecrosstown.com@radiofreegeorgy / @crosstowncomm