Content Curation, Narration, Creation


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Now more than ever, the power to tell an organization's story and share company news resides in the hands of those within the organization.

So, how do you identify those nuggets worth sharing with internal audiences and external stakeholders? And with the proliferation of social media platforms and channels, what content is best shared where? Jessica Flynn provides an overview of best practices of content curation, narration and creation with useable guidelines to help get your story told on the platform best suited for it.

Published in: Business, Technology
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Content Curation, Narration, Creation

  1. 1. Curation, Narration, Creation:
Making Your Content Work Across Platforms Jessica Flynn | @jessflynn | Red Sky Public Relations September 12, 2012 1
  2. 2. THE NEXT 45 MINUTES>  The State of Social Today>  Breaking Down the ‘tion’s>  Defining Why, Determining Who, Deciding Where>  Your Toolbox>  Identifying Content>  Use Cases>  Do’s & Donts>  Your Next Steps 2
  3. 3. GROUND RULES•  Specialist, please•  No Sales Pitch•  The Basics•  Healthy Respect•  Speed of Thumbs•  The ROI•  Questions Welcome•  Beware the Tangent 3
  5. 5. STATE OF SOCIAL TODAY Source:  Burson  Marsteller   5
  6. 6. STATE OF SOCIAL TODAY Source:  Burson  Marsteller   6
  7. 7. STATE OF SOCIAL TODAY Source:  Burson  Marsteller   7
  8. 8. STATE OF SOCIAL TODAY>  People are talking… a lot>  Video content creation is on the rise>  Engagement is second nature to companies>  Multiple accounts on platforms allow companies to target audiences by geographic, topic or service>  Companies are adapting rapidly to new platforms Source:  Burson  Marsteller   8
  9. 9. Source:  Content  Marke2ng  Ins2tute   9
  10. 10. STATE OF SOCIAL: Coke’s Content 2020>  It’s what’s inside the message that counts>  Create ideas and elements of content so contagious they cannot be controlled>  No-one now has the ‘Smarts’ on ideas>  Switch from one-way to dynamic storytelling Source:  Coca  Cola  Content  2020   10
  11. 11. THE ‘TIONS 11
  12. 12. THE ‘TIONS>  Curation : manually discovering, gathering and presenting digital content that surrounds specific subject matter –  Aggregation: automated curation (RSS feed)>  Narration : assimilating information and retelling it>  Creation : developing newsworthy, educational and/or entertaining material for distribution over digital platforms 12
  13. 13. CURATION"I believe that thereis a role for trustedcurators of news,people who haveunique access orunique insight, whocan get to newsmore quickly thananybody else, ordive into it moredeeply."- Louis Gray Source:  Page  One  Curator   13
  14. 14. CURATION EXAMPLES•  Industry News sections of company websites•  RSS feeds on blogs•  E-newsletters featuring themed content• e-newsletters Source:  Galla2n  Public  Affairs   14
  16. 16. NARRATION“Well, if storytellingis important, thenyour narrative ability,or your ability to putinto words or usewhat someone elsehas put into wordseffectively, isimportant too.”- Howard Gardner ! 16
  17. 17. NARRATION EXAMPLES•  Live blogging events•  Tweeting speeches, presentations, conferences with #hashtag•  Facebook album chronicling a journey 17
  18. 18. NARRATION PLATFORM: STORIFY 9/11     Ohio  Drought     Chicago   Teacher’s  Strike   18
  19. 19. CREATION“We are made ofstories… and thereare [sic] increasingopportunities thattechnology presentsin terms of tellingdeeper and moreimmersive stories.”- JonathanMildenhall! 19
  20. 20. CREATION EXAMPLES•  Corporate blog•  Company Photo Album•  YouTube channel•  Presentations•  Case Studies•  Customer Experiences•  Testimonials•  Webinars Source:  Whole  Foods   20
  23. 23. DEFINE YOUR WHY>  Why do this?>  What are your business goals?>  What are your marketing goals?>  What is the point of your content?>  What will success look like? 23
  24. 24. WHO ARE YOU?>  What are your company’s core strengths?>  What is your personality?>  Who is your competition?>  What sets your company apart from others in your industry?>  What is your target location (international/ national/regional/state/ local)? Source:  SPROUT  Content   24
  25. 25. WHO IS YOUR AUDIENCE?>  What do your clients most want and need?>  What are they asking for?>  How do people feel after they use your services?>  What are your customers trying to accomplish?>  Describe your typical customer.>  How do they find you? Source:  SPROUT  Content   25
  26. 26. DETERMINE YOUR WHERE hEp://­‐media-­‐guide/2012/   26  
  27. 27. DETERMINE YOUR WHERE Thought Leadership Timely News >  Corporate Blog >  Twitter >  Industry Blog >  Storify >  LinkedIn >  Google+ >  Slideshare >  E-newsletterAudience Engagement Visual Content >  Facebook >  YouTube >  Twitter >  Flickr >  Polls/Surveys >  Facebook >  Pinterest 27
  28. 28. TOOL TALK 28
  29. 29. STOCK YOUR TOOLBOX: THE BASICS •  Digital Still Camera •  Digital Video Camera •  Mini Tripod •  E-Marketing Service •  Blog •  Online Video Channel •  Online Photo Channel •  Google Alerts •  RSS Feed Reader 29
  30. 30. TOOL BOX BASICSE-Marketing Service Blog 30
  31. 31. TOOL BOX BASICSOnline Video Online Photo 31
  32. 32. STOCK YOUR TOOLBOX: OPTIONAL ADD ONS •  Twitter Feed(s) •  Company Facebook Page •  Company LinkedIn Page •  Pinterest Account •  Tumblr Blog •  Slideshare Account •  Storify Page 32
  34. 34. CONTENT SOURCES: INTERNAL>  New offerings>  Behind the scenes>  Partnerships>  How-To’s, tips>  Customer service>  Customer feedback>  Insights into Culture>  Predictions>  Events>  Infographics (data!) 34
  35. 35. CONTENT SOURCES: EXTERNAL>  Google Alerts>  Trend searches>  Competitive moves>  Industry articles>  Industry blog posts>  Industry studies>  Recognition/Awards>  Conferences 35
  36. 36. CONTENT SOURCES: EXTERNAL>  Google Alerts: –  Your company, your executives, your competitors –  Industry keywords>  Trends: –  Google Trends –>  Industry articles/blogs/studies –  LinkedIn Industry Groups – – –  Industry Association Newsletters 36
  37. 37. USE CASES 37
  38. 38. USE CASE #1: Event Narration>  Conference attendees: thought leaders, insiders>  Conference hosts: connectors & facilitatorsWHERE: Twitter, Blog 38
  39. 39. USE CASE #2: Corporate Announcement>  Sharing news on your terms>  Showcasing forward momentum>  Reaffirming business goals & successWHERE: Blog, Flickr,YouTube, LinkedInFacebook, e-newsletter Source:  Western  States  Cat  Equipment   39
  40. 40. Use Case #3: New Hire>  Develops personal connections between your company and audience>  Creates web of influence and broadens networkWHERE: Blog,Facebook, LinkedIn, E-newsletter Source:  Integra  Marke2ng   40
  41. 41. Use Case #4: Customer Input>  Customer service>  Showcase solutions>  Seek feedback on initiatives, products>  Leverage the online focus groups>  Surveys, pollsWHERE: Facebook,Twitter, e-newsletter 41
  42. 42. Use Case #5: Show Your Culture>  Team events>  Partner events>  Giving back>  Engaged staff>  The outside 9-5 side>  Company personality>  Company valuesWHERE: Facebook,Flickr, Twitter 42
  43. 43. DO’S AND DON’TS 43
  44. 44. DON’TS >  Sell 24/7 >  Abuse the dashboard >  Put content in the same format on every platform >  Make platform orphans >  Be devoid of personality 44
  45. 45. DO’S>  Create an editorial calendar>  Find content champions>  Open the kimono>  Create regularly>  Make your content shareable>  Respect speed of thumbs 45
  46. 46. Next StepsAssess   CraU       Ac2vate  •  Who  is  on  the   •  Social  Media   •  Launch  one  to   team?   Corporate  Policy   two  plaWorms  at  •  What  do  your   •  Editorial   a  2me   customers  want?   Calendar  and   •  Strategy,  •  Where  are  you   approval  flow   Ac2va2on,   comfortable?   •  Guidelines  for   Feedback  cycle  •  How  much  2me   your  plaWorms     •  Cross-­‐plaWorm   do  you  have?     promo2on  
  48. 48. Jessica Flynn @jessflynn 48