Social Objects Drive Content Strategy
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Zeeland Content Strategy breakfast. What is the future of content? How social objects can help you to create a natural, flowing and less rigid content strategy.
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Social Objects Drive Content Strategy
- 4. SOCIAL OBJECTS: Social communities do not form only around people but also around objects of interest such as cars, photos, cities, news pieces, future of mankind... The concept was put forward by Jyri Engeström in 2005 as part of the explanation of why some social networks succeed and some fail. Communities formed around social objects can be very passionate and active. They can not be owned or controlled.
- 5. FUTUREx2
- 15. YOUR COMPANY CULTURE DETERMINES YOUR CONTENT STRATEGY. 2
- 17. "We have the best product." "We have a great solution for you" "what's up?" "We will deliver in time." PRODUCT DIVISIONS CUSTOMER DIVISIONS AGILEPIPELINE& PROCESS PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN PROCESS CENTRIC
- 18. "We have the best product." "We have a great solution for you" "what's up?" "We will deliver in time." PRODUCT DIVISIONS CUSTOMER DIVISIONS AGILEPIPELINE& PROCESS PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN PROCESS CENTRIC COMPANIES ARE EVOLVING FROM PROCESS CENTRIC TO CUSTOMER DRIVEN.
- 19. CONTROL ENGAGEMENT PLATFORMSECRECY Content keywords "We have the best product." "We have a great solution for you" "what's up?" "We will deliver in time." PRODUCT DIVISIONS CUSTOMER DIVISIONS AGILEPIPELINE& PROCESS PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN PROCESS CENTRIC
- 20. CONTROL ENGAGEMENT PLATFORMSECRECY Content keywords PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN PROCESS CENTRIC FOUR DIFFERENT CONTENT STRATEGIES...
- 21. FRAGMENTED MEDIA PALETTE PEOPLESOCIAL OBJECTS UNIFIED MEDIA PALETTE Every medium has its unique content. Social objects and communities around them define content needs and schedules. The public selects the topics and produces the content. Broad media palette defines content and scheduling. PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN PROCESS CENTRIC
- 22. PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN PROCESS CENTRIC FRAGMENTED MEDIA PALETTE PEOPLESOCIAL OBJECTS UNIFIED MEDIA PALETTE COMPANIES ARE EXPECTED TO PRODUCE MORE AND MORE CONTENT.
- 23. FRAGMENTED MEDIA PALETTE PEOPLESOCIAL OBJECTS UNIFIED MEDIA PALETTE PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN PROCESS CENTRIC Produced by "the audience" Produced by the company
- 24. HOW TO BUILD A SOCIAL OBJECT BASED CONTENT STRATEGY?
- 25. DEFINE SOCIAL OBJECTS DEFINE YOUR ROLE DEFINE TOUCHPOINTS FIND OWNERS LINK TO SALES LINK TO STRATEGY CONTENT STRATEGY
- 26. DEFINE SOCIAL OBJECTS DEFINE YOUR ROLE DEFINE TOUCHPOINTS FIND OWNERS LINK TO SALES LINK TO STRATEGY CONTENT STRATEGY
- 27. DEFINE SOCIAL OBJECTS DEFINE YOUR ROLE DEFINE TOUCHPOINTS FIND OWNERS LINK TO SALES LINK TO STRATEGY CONTENT STRATEGY
- 28. DEFINE SOCIAL OBJECTS DEFINE YOUR ROLE DEFINE TOUCHPOINTS FIND OWNERS LINK TO SALES LINK TO STRATEGY CONTENT STRATEGY
- 29. DEFINE SOCIAL OBJECTS DEFINE YOUR ROLE DEFINE TOUCHPOINTS FIND OWNERS LINK TO SALES LINK TO STRATEGY CONTENT STRATEGY
- 30. DEFINE SOCIAL OBJECTS DEFINE YOUR ROLE DEFINE TOUCHPOINTS PLAN INTERNAL TRAINING FIND OWNERS GET MANAGEMENT COMMITMENT CREATE EXAMPLES LINK TO SALES LINK TO STRATEGY BUILD PLATFORMS HOW TO PUT INTO PRACTICE CONTENT STRATEGY
- 31. HOW TO BUILD A SOCIAL OBJECT BASED CONTENT PROCESS?
- 35. STORY TYPE SELECTION TOUCHPOINT SELECTION FEATURE? CASE? TESTIMONIAL? OPINION? Q&A? PROCESS? FACTS? MEDIA SELECTION FACEBOOK TWITTER SITE INTRA VIDEO TEXT GRAPHICS MINI SITE EXTERNAL SITE EDITORIAL BOARD MUST-HAVE INTERESTING SCARY GENERAL PUBLIC PRO EXPERTS SOOB OWNER IDEATION STORY IDEAS PHOTOS BULLETS TRADE PRESS CASE CARD SLIDESHARE PINTEREST SOOB OWNER IDEATION EDITORIAL BOARD LINKEDIN NEWSLETTER
- 36. STORY TYPE SELECTION TOUCHPOINT SELECTION FEATURE? CASE? TESTIMONIAL? OPINION? Q&A? PROCESS? FACTS? MEDIA SELECTION FACEBOOK TWITTER SITE INTRA VIDEO TEXT GRAPHICS MINI SITE EXTERNAL SITE LINKEDIN NEWSLETTER EDITORIAL BOARD MUST-HAVE INTERESTING SCARY GENERAL PUBLIC PRO EXPERTS SOOB OWNER IDEATION STORY IDEAS PHOTOS BULLETS TRADE PRESS CASE CARD SLIDESHARE PINTEREST SOOB OWNER IDEATION EDITORIAL BOARD CONTENT PRODUCTION