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CS Applied 17: Turning Co-workers into Collaborators

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Turning Co-workers into Collaborators- how to work with non-content strategists and bring them into your content strategy practice.

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CS Applied 17: Turning Co-workers into Collaborators

  1. 1. Kathy Matosich | Facebook Content Strategists | @kmatosich
  2. 2. HELLO! I’m Kathy (I’m not an artist, so thanks to Cheryl Lowry for the illustrations!)
  3. 3. PRODUCT CONTENT STRATEGY
  4. 4. News Feed Messenger Profile Events PagesSearchGroupsPhotos
  5. 5. SIMPLE, STRAIGHTFORWARD AND HUMAN
  6. 6. Celebratory Inspiring Encouraging Helpful Informative Educational Reassuring Supportive Sympathetic TONE SCALE
  7. 7. CONCEPT Cellular mobile telephone
  8. 8. CONCEPT TERMS Cellular Mobile phone Mobile device Cell phone Cellular mobile telephone phone
  9. 9. CONCEPT Cellular mobile telephone TERMS Cellular Mobile phone Mobile device phoneCell phone MANAGED TERMINOLOGY
  10. 10. CONCEPT Cellular mobile telephone TERMS Cellular Mobile phone Mobile device phoneCell phone MANAGED TERMINOLOGY
  11. 11. EXAMPLE OF A PUBLIC EVENT IN NEWS FEED
  12. 12. EXAMPLE OF A PAGE’S UPCOMING EVENTS
  13. 13. Celebratory Inspiring Encouraging Helpful Informative Educational Reassuring Supportive Sympathetic (EVENTS) TONE SCALE
  14. 14. TEXT HERE ABOUT CREATING AN EVENT
  15. 15. TEXT HERE ABOUT CREATING AN EVENT
  16. 16. Goes to Facebook to post about an upcoming show User Journey - Page Admin, Keith Feel: Stressed, short on time, but excited for upcoming show.
  17. 17. Goes to Facebook to post about an upcoming show User Journey - Page Admin, Keith Distracted by News Feed Feel: Stressed, short on time, but excited for upcoming show Feel: Happy to catch up / stress leaks in,
  18. 18. Goes to Facebook to post about an upcoming show User Journey - Page Admin, Keith Distracted by News Feed Navigates to his Page Feel: Stressed, short on time, but excited for upcoming show Feel: Happy to catch up / stress leaks in, Feel: Like he’s got this, is here to do what he set out to do,
  19. 19. Sees this “Upcoming Events” null state for his Page User Journey - Page Admin, Keith Feel: Bad that he didn’t do something to promote this event sooner,
  20. 20. Sees this “Upcoming Events” null state for his Page User Journey - Page Admin, Keith Considers post vs. creating event Feel: Bad that he didn’t do something to promote this event sooner, Feel: Time pressure, do I have time to make an event and will the investment be worth it?
  21. 21. Sees this “Upcoming Events” null state for his Page User Journey - Page Admin, Keith Considers post vs. creating event Makes a decision to create event Feel: Bad that he didn’t do something to promote this event sooner, Feel: Time pressure, do I have time to make an event and will the investment be worth it? Feel: Like he’s making the right decision with his time.
  22. 22. TEXT HERE ABOUT CREATING AN EVENT
  23. 23. TEXT HERE ABOUT CREATING AN EVENT Helpful Have something coming up? Create an event to let people know about it. [Create Event]
  24. 24. TEXT HERE ABOUT CREATING AN EVENT Helpful Have something coming up? Create an event to let people know about it. [Create Event] Informative Create an event and let people know what your Page has 
 coming up.
 
 [Create Event]
  25. 25. TEXT HERE ABOUT CREATING AN EVENT Helpful Have something coming up? Create an event to let people know about it. [Create Event] Inspiring Bring people together by creating an event.
 
 [Create Event] Informative Create an event and let people know what your Page has 
 coming up.
 
 [Create Event]
  26. 26. TEXT HERE ABOUT CREATING AN EVENT Helpful Have something coming up? Create an event to let people know about it. [Create Event] Inspiring Bring people together by creating an event.
 
 [Create Event] Informative Create an event and let people know what your Page has 
 coming up.
 
 [Create Event]
  27. 27. TEXT HERE ABOUT CREATING AN EVENT Helpful Have something coming up? Create an event to let people know about it. [Create Event] Inspiring Bring people together by creating an event.
 
 [Create Event] Informative Create an event and let people know what your Page has 
 coming up.
 
 [Create Event] MEH MEH BAD
  28. 28. WE’RE ALL JUST A BUNCH OF VENN DIAGRAMS
  29. 29. 1. Know what success looks like 2. Identify co-workers that share your Venn diagram 3. Frame your work 4. Share the
  30. 30. WHAT DOES SUCCESS LOOK LIKE?
  31. 31. SUCCESS IS: TEXT HERE ABOUT CREATING AN EVENT Increase event creation from this location by 5%
  32. 32. WRITE IT DOWN
  33. 33. SHARE IT OUT
  34. 34. SHOUT IT OUT
  35. 35. IDENTIFY CO-WORKERS WITH SIMILAR GOALS
  36. 36. Brainstorm partner Run tests Quick feedback
  37. 37. Brainstorm partner Run tests Quick feedback Allison | Marketing
  38. 38. Brainstorm partner Run tests Quick feedback Allison | Marketing
  39. 39. Brainstorm partner Run tests Quick feedback Allison | Marketing Nicky | Engineering
  40. 40. Brainstorm partner Run tests Quick feedback Allison | Marketing Nicky | Engineering
  41. 41. Brainstorm partner Run tests Quick feedback Allison | Marketing Nicky | Engineering Scott | Product Design
  42. 42. Brainstorm partner Run tests Quick feedback Allison | Marketing Nicky | Engineering Scott | Product Design
  43. 43. Brainstorm partner Run tests Quick feedback Allison | Marketing Nicky | Engineering Scott | Product Design
  44. 44. Who are your collaborators?
  45. 45. FRAME YOUR WORK
  46. 46. Fine Okay … Sure Me: “How does this sound…”
  47. 47. Me: “What would you do next if you read…” “What does it mean to you if you saw…” “If you heard this phrase, what celebrity would you think said it?” so much It sounds To me this means I would look … like Oprah! … for a button…
  48. 48. Me: “What would you do next if you read…” “What does it mean to you if you saw…” “If you heard this phrase, what celebrity would you think said it?” Like a newscaster… Like a rapper…
  49. 49. 1. Concrete results
 2. Awareness 
 3. Community VALUE PROPOSITION TEXT HERE
  50. 50. 1. Concrete results
 2. Awareness 
 3. Community VALUE PROPOSITION TEXT HERE 1. Get more people to your next event by creating it on Facebook. 2. Make it easy for people to find your next event. Create it on Facebook. 3. Create an event and get your community together.
  51. 51. 1. Concrete results
 2. Awareness 
 3. Community VALUE PROPOSITION TEXT HERE 1. Get more people to your next event by creating it on Facebook. 2. Make it easy for people to find your next event. Create it on Facebook. 3. Create an event and get your community together.
  52. 52. 1. Concrete results
 2. Awareness 
 3. Community VALUE PROPOSITION TEXT HERE 1. Get more people to your next event by creating it on Facebook. 2. Make it easy for people to find your next event. Create it on Facebook. 3. Create an event and get your community together. Set up A/B tests and help analyze data
  53. 53. VALUE PROPOSITION TEXT HERE Get more people to your next event by creating it on Facebook. Make it easy for people to find your next event. Create it on Facebook. Concrete results: Awareness:
  54. 54. AWARENESS!
  55. 55. SHARE THE
  56. 56. Quick email to person + their manager Hat tip to your collaborators in an internal group or channel Thank you in person or a note
  57. 57. SHARING SUCCESS = SPREADING INFLUENCE
  58. 58. 1. Know what success looks like 2. Identify co-workers that share your Venn diagram 3. Frame your work 4. Share the TURN CO-WORKERS INTO COLLABORATORS
  59. 59. WHAT DO YOUR COLLABORATION (CHALLENGES) LOOK LIKE?
  60. 60. Kathy Matosich | Facebook Content Strategists | @kmatosich

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