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Social Media Content Strategy:
The importance of social media, small
objects and sharing.
November 2012
Michelle Sawyer
Of...
Why is content so important?
•  What are Small Objects
•  Generating Reach with Social Media
•  The Different Voices of So...
What is shared across Social Media are called
“small objects”…

3
The way that social media generates reach is
through sharing…

A
u
d
i
e
n
c
e
1. Original Post,
containing a
small object...
Self Promotion

• “I’m learning how to
make great apple pie
via this clip on
YouTube.”
• Educational and
passion related p...
What is Monash’s content strategy?
• 
• 
• 
• 
• 

Calculating The Value of a Social Campaign
The Host, Hub & Distribution...
The value of a social media campaign or “small
object” can be calculated in a similar way to
traditional media…

Campaign
...
Creating ‘virility’ is not as simple as a single
post on a social channel...
Content
Hosting
Channels

• YouTube for video...
Social media works on the same reach and
frequency principals as traditional media in
order to be effective...

Social med...
“Trolls” are unfortunately everywhere, but there
are correct ways to deal with them…

Often the best method is to use a co...
Social Media has transformed businesses from
“untouchable entities” to “tangible people”…

If Monash University was a
pers...
How should we create content?
•  External Content Providers
•  Internal Content Providers

12
Production quality with social media content is
essential to engagement…
External Providers
•  Digital production and crea...
But let’s not forget our most important resource
– our students and staff…
Monash Staff
• Influencers, media representativ...
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Digital & Social Media Strategies Series: Rich Media Content Strategy

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The following presentation was created for Monash University to aid in the awareness and education of their content strategy, and importance/value of developing rich media content.

Published in: Social Media, Business, Technology

Digital & Social Media Strategies Series: Rich Media Content Strategy

  1. 1. Social Media Content Strategy: The importance of social media, small objects and sharing. November 2012 Michelle Sawyer Office of Marketing & Communications
  2. 2. Why is content so important? •  What are Small Objects •  Generating Reach with Social Media •  The Different Voices of Social Distribution Channels 2
  3. 3. What is shared across Social Media are called “small objects”… 3
  4. 4. The way that social media generates reach is through sharing… A u d i e n c e 1. Original Post, containing a small object is shared across an owned social audience… 2. The original post is then shared by a secondary party or parties across their social audiences… 3. The original small object or secondary post is then shared across another new audience by a third party… 4. Multiple shares are occurring of the original, secondary and third party shared small object, post or both. Other related small objects to the original post, is also likely being shared at this point. Shares Sharing out content via social media, is also a great way to combat content theft and is measurable. 4
  5. 5. Self Promotion • “I’m learning how to make great apple pie via this clip on YouTube.” • Educational and passion related posts • 25 – 30+ demographic • Spelling and grammar highly valued • Consumer engagement is passionate LinkedIn • “This is a great recipe for how to make apple cider.” • News and topic focused posts • 20 - 25+ demographic • Spelling and grammar of mixed value • Consumer engagement is mixed (negative or positive, passionate) Google+ • “I just ate the best apple!” • Egocentric posts • 20+ demographic • Spelling and grammar not highly valued • Consumer engagement is either negative or positive Twitter Facebook Every social distribution channel is different and has it’s own voice… • “Research shows overseas importation of apples are hurting Australian growers.” • Industry and Career focused posts • 25 – 30+ demographic • Spelling and grammar highly valued • Consumer sentiment is passionate Self Actualisation 5
  6. 6. What is Monash’s content strategy? •  •  •  •  •  Calculating The Value of a Social Campaign The Host, Hub & Distribution Method Structuring Social Posts Dealing with Negative Comments Developing Monash’s Tone of Voice 6
  7. 7. The value of a social media campaign or “small object” can be calculated in a similar way to traditional media… Campaign ($) Engagement Cost per Reach $ Example: (A video production cost of $1000 + $1000 TruView ad spend) / 50,000 views on YouTube = $0.04 per view 7
  8. 8. Creating ‘virility’ is not as simple as a single post on a social channel... Content Hosting Channels • YouTube for video • Flickr for images • Visual.ly for infographics • Scribd for PDFs • SlideShare for PPTs Hub • Monash Website • Blogs Content Distribution Channels • Facebook for branding and discussion • Twitter for news and events • Paper.li for Twitter lists • Storify for #hastags • LinkedIn for branding, news and events • Google+ for branding and discussion Content Distribution Model 8
  9. 9. Social media works on the same reach and frequency principals as traditional media in order to be effective... Social media posts are similar to editorial content for traditional media, like a newspaper. Using a platform like Hootsuite, you can schedule posts across multiple platforms either individually or in bulk, and can view the publishing schedule to measure frequency. 9
  10. 10. “Trolls” are unfortunately everywhere, but there are correct ways to deal with them… Often the best method is to use a combination of methodologies. The most powerful responses are the Human Voice* methods, as social media is about dealing with people as people, not as a company or business entity. Always remember that your reply, though posted to an individual, acts as a response for your entire audience. *Graph is by Laurel Papworth (Silkcharm), sourced from her Diagram set on Flickr. 10
  11. 11. Social Media has transformed businesses from “untouchable entities” to “tangible people”… If Monash University was a person… What Who would What How old they be would they would they would they look like? friends be be? with? interested in? Audience Profile Branding Lists & Followers Content & Posts 11
  12. 12. How should we create content? •  External Content Providers •  Internal Content Providers 12
  13. 13. Production quality with social media content is essential to engagement… External Providers •  Digital production and creative agencies, like BMF, specialise in creating stylised digital content for niche audiences •  They offer a higher quality end product across a range of digital mediums •  The OMC Brand Team have lists of recommended providers across various media and provide advice on provider enquiries for Monash University Social Media Sites •  Visual.ly, specialising in infographic and motiongraphic content, promotes designers for hire via a section in the website called ‘Marketplace’ •  Freelancer.com.au is a social media network site that connects business with freelancers who specialise in a wide variety of fields, including graphic design and content production 13
  14. 14. But let’s not forget our most important resource – our students and staff… Monash Staff • Influencers, media representatives • Key benefit for Staff: • Provides and opportunity to increase their their profiles both internally and externally, champion the university and themselves as world leaders in their fields. • Key benefit for Monash: • Building our reputation globally and attracting like leaders to the university. Monash Students • Photographers, videographers, talent, internships • Key benefit for students: • Provides work experience, an opportunity to build a folio of work for future employment and gain global exposure. • Key benefit for Monash: • We will be promoting our students (product) and building our global reputation. Monash Alumni • Influencers, guest speakers, lecturers • Key benefit for Alumni: • Provides an opportunity to increase their networks and personal profile as a leader in their field to a global audience. • Key benefit for Monash: • We will be promoting our alumni (product) and building our global reputation. 14

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