Presented in 2013 at We Are Social Singapore - a discussion about creating content. At the time, social was just emerging as a viable business and we were developing our internal processes.

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CREATING SOCIAL CONTENT ROADMAPS
Thought-starters for social media collaborators

2. CONTENT STRATEGY
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AGENDA
STRATEGY
CONTENT CALENDARS

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AGENDA
STRATEGY
CONTENT CALENDARS

5. INTRO
There are many different ways to skin a cat.

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PARADIGM SHIFT
Social media moves the discussion from a brand voice
to an audience voice.
Print, TV, RC
Digital, OOH, Activation
Social Media

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THE CONVERSATION
PERSON
I want to talk
about something
BRAND
I want to tell
you something
CONVERSATION
Place to play

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THE OPPORTUNITY
If we know our audience, we have a good idea
of the kinds of conversations that interest them.
NOW HEAR THIS!
LISTEN TO ME!
Advertiser

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WE AREN’T
Social media doesn’t reinvent brands."
It leverages the brand’s existing strengths."

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WE NEED
Arm yourself with information.

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SIMON SAYS
FROM SIMON’S SLIDE 36
(Today, brands use ‘lietmotifs’, or recurring themes that evolve
over time to tell the story in various different ways in different
contexts.)

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WE MUST
Creative should be involved in strategy.
After all, they’ll be developing the social shares.

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IN GENERAL
Start with what you know.
Then retrofit other elements in.

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FIND ANSWERS
Unfortunately, there are no silver bullets.

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FORWARD & REVERSE ENGINEERING
Get your ideas down on paper.
GROUNDWORK
SOLUTION

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CONTENT PILLARS
Create fertile areas to work in and call them content pillars.

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CUFFLINKS
To the bankers, every customer fits into an audience segment,
based on his or her lifestages.

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FIND INSIGHTS
Define audiences based on insight categories-
insights into the thinking of specific groups.
Young adults need starter credit cards and loans
Young professionals want savings tools and life insurance
Seniors need capital preservation or legacy instruments

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SEGMENTS
Your Audience Groups are now your Segments.

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PILLARS
Your Insight Categories are now your Communication Pillars.

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AUDIENCE PROFILES
Finally, write individual Audience Profiles.

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BRAND KEY, BRANDBOOK
WAS SVP
MANIFESTO
REQUIRED READING
REQUIRED WRITING
NOW WHAT?
Do some reading. Do some writing.

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MANIFESTO/HYPE VIDEO
Use the brand voice to define the brand.

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FINAL NOTES
Brand tone: one message can have several tones.

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FOOD FOR THOUGHT
Is there a difference between Asian and Western audiences
and tones?

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AGENDA
STRATEGY
CONTENT CALENDARS

28. INTRO
Start breadcrumbs

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CONTENT CALENDAR
IDEA BOARD
Don’t call it a Content Calendar… unless you want to.

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CHECKBOXES
Create checkboxes.
+ On-brand.
+ Answering the SVP.
+ Engaging, at least some level.

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OBJECTIVES
What kind of a discussion do we want to create?

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NATURALLY SPEAKING
Always keep one eye on your strategy and brief-in tools.
BRAND KEY, BRANDBOOK
WAS SVP
MANIFESTO

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THE BASICS
WHAT
WE KNOW
WHAT WE THINK
WE KNOW
WHAT WE’RE GOING
TO FIGURE OUT
THE ‘WILD CARD’
BUCKET
Start with a sharp pencil, and what you know.

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SIMON SAYS MORE
(SLIDE 37 FROM SOCIAL BRANDS THE FUTURE)
Dandelion, Tapas and Kaizen.

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PUT CONTENT INTO PILLARS
Or, you could create the content and let the pillars emerge.
Put content into pillars.
Group content to form
pillars.

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ENGAGEMENT
Similarly, look at engagement. How does it roll out?

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THE CAR BOYS
A Linear Dialogue -
Something’s coming soon.
It’s here, look at it.
Have you looked inside?
You’re Invited.
What did you think?
Thank you, we hope you loved it…
And onwards forever.

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TAKE ME HOME
‘On September 2, I will take off my top.’

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TAKE ME HOME
‘On September 4, I will take off my bottom.’

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TAKE ME HOME
‘.’

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CREATE MESSAGES WITH PLATFORMS IN MIND
The media never dictates the message.
But certain messaging always works better in certain media.
Add Vera’s Platform Insights

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MEDIA FORMAT
Look for an idea in the size or shape or interaction of the share.
Absolute attraction
The Expendables.
The Flex AIO is so big it won’t fit in this post.

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[BRACKET] YOUR WORK
Consider bracketing content.

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CONVERSATION STARTERS
FEATURES & FACTS
BENEFITS OF
THE FEATURES
BENEFITS OF
THE BENEFITS
BRAND/
EXPERIENTIAL/
LATERAL THOUGHTS
Four general territories to consider.

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LOOK FOR INSIGHTS
Communications that ring true.

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TIMELINE
Start with the calendar.

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GROUNDWORK
Groundwork, (or retrofitted) Brand Tone

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PILLARS & OBJECTIVES
Develop pillars & objectives with as much depth as possible.

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BRIDGE THE GAP
BRAND
PERSON
LOOK AT ME!
LOOK AT ME!
GAP

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INSIGHTS
Create an insights list.

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WILD CARD
Add in your wild card bucket.

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IMAGE COPY
Write image copy with image in mind.

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IMAGES
Think of images without copy.

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STATUS UPDATE
Generate status copy last – your ‘status’ might also be your CTA.

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ROADMAP
Develop your own roadmap.

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PARTY ON.