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Content Potluck:
Bringing Everyone to the
Community Table
Laurel Nicholes - Director, Tech Comms Services, F5 Networks
Nik...
Agenda 1.Intro to Content Potluck
2.Find your Champions
3.Gains for you and your audience
4.Success Stories
A little history...
Internet
• 1960
inception
BBS
• 1960 – 1990
• Bulletin
board
systems
• Pinning
important
information t...
Problem to
solve...
51% of companies surveyed do not have
a formal process for ensuring content is
consistent across chann...
ContentPotluck
● Interlock between silod teams
● Gathering of content ideas from across the
enterprise
● Collaboration, co...
Find your Champions
● Take internal inventory of content owners
● Think laterally and identify groups that have
rich insig...
How the potluck
works
● Offer a meal with your
meeting.
● No slides!
● Discuss content
projects in flight.
● Map projects ...
Interlock Agenda
● Set goals
● Track attendance
● Share and
engage
● Assign action
items
Editorial
Calendar
● Color coded by content
type
● Assigned to owners
● Hard delivery date with
reminders
Champion
Engagement
MBO’d & Recognition
Badges
User Meetups
Super User programs
AMA sessions
Tweet Chat
Facebook Live
Blogs
Gains for
the
customer:
● Real-world content. Know how their peers,
and their competitors, are using your
product.
● Rich ...
Gains for
you
● Your thumb on the pulse of the market.
● Direct feedback on your day to day work
○ Positive impacts
○ Need...
What to
Measure?
Content metrics:
Unique views, time on page, video views
Most liked (Kudoed) content or author
Traffic re...
Success Metrics
Uptime Bulletin (pdf) to HTML: 111 views to 8,901 views
Marketing video: 50 views vs. SME blog post: 10,00...
Best Practices for a Potluck
- Keep Champions engaged
- Keep the meeting periodical
- Share feedback on success and failur...
Thank you for your attention!
Nikoletta Vecsei Harrold
Director Communities Strategy,
Transamerica
@Nikschen
https://www.l...
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Content Potluck: Bring Everyone to the Community Table

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2016 Gilbane conference presentation on engaging employees to create a unified content strategy and editorial calendar that goes beyond your marketing team.

View the recording: https://www.periscope.tv/nikschen/1yoJMDZpDleGQ?t=2

Published in: Marketing
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Content Potluck: Bring Everyone to the Community Table

  1. 1. Content Potluck: Bringing Everyone to the Community Table Laurel Nicholes - Director, Tech Comms Services, F5 Networks Niki Vecsei Harrold - Director, Community Strategy, TransAmerica
  2. 2. Agenda 1.Intro to Content Potluck 2.Find your Champions 3.Gains for you and your audience 4.Success Stories
  3. 3. A little history... Internet • 1960 inception BBS • 1960 – 1990 • Bulletin board systems • Pinning important information to a digital board UseNet • 1980s to today • Email list based on topical preferences • Content is stored on peer servers IRC • 1988 Internet Relay Chat • Chat room and data transfer Forums • 1994 Message boards • Highly topical • Much bigger than BBS Blogs • 1994 Blogs and Online Journals Social and Communities • 2002 - LinkedIn • 2004 – Facebook • 2006 – Twitter • Community = branded forum+
  4. 4. Problem to solve... 51% of companies surveyed do not have a formal process for ensuring content is consistent across channels. Why? •Lack of a unified content strategy (42%) •Tool chains that don’t talk to one another (41%) •71% of all companies surveyed reported a lack of a terminology management system or strategy
  5. 5. ContentPotluck ● Interlock between silod teams ● Gathering of content ideas from across the enterprise ● Collaboration, content discussion, tracking in a centralized location ● No one can hide! The benefit from this approach is that your audience can access a rich assortment of content that supports different information foraging styles. It is easier to offer a wealth of information (content) when your team and strategy is unified, but your content format is diverse.
  6. 6. Find your Champions ● Take internal inventory of content owners ● Think laterally and identify groups that have rich insights but don’t create content ● Identify barriers to entry for part-time content creators, such as complicated tools. Here is a list to get you started: Professional Services, Customer Support, Digital & Product Marketing, Product Management, Information Development, Training, Technical Evangelists, Engineers....
  7. 7. How the potluck works ● Offer a meal with your meeting. ● No slides! ● Discuss content projects in flight. ● Map projects to an editorial calendar. ● Discuss gaps and solutions.
  8. 8. Interlock Agenda ● Set goals ● Track attendance ● Share and engage ● Assign action items
  9. 9. Editorial Calendar ● Color coded by content type ● Assigned to owners ● Hard delivery date with reminders
  10. 10. Champion Engagement MBO’d & Recognition Badges User Meetups Super User programs AMA sessions Tweet Chat Facebook Live Blogs
  11. 11. Gains for the customer: ● Real-world content. Know how their peers, and their competitors, are using your product. ● Rich variety of content but consistent experience in one spot on a self-serve basis. ● Community is a safe place to ask questions and share hands-on experiences. (good and bad) ● Caveat: clearly mark corporate content to give it authority with the community
  12. 12. Gains for you ● Your thumb on the pulse of the market. ● Direct feedback on your day to day work ○ Positive impacts ○ Need more adjustment of depth ○ What is missing from the content portfolio? ● Validation of your $$ invested in content publishing technology.
  13. 13. What to Measure? Content metrics: Unique views, time on page, video views Most liked (Kudoed) content or author Traffic referral source (google search, email link, social media, bookmarks etc) Community metrics: Change in returning vs. new visitors to site Traffic pattern within the community Depth of conversation threads Questions resolved by peers or SME’s Time to resolution
  14. 14. Success Metrics Uptime Bulletin (pdf) to HTML: 111 views to 8,901 views Marketing video: 50 views vs. SME blog post: 10,005 views Social Media Sharing: 250% growth in engagement (raising 5.3x per post) AMA thread on average 4,053 views vs. regular pages ~2256 views (~80% growth)
  15. 15. Best Practices for a Potluck - Keep Champions engaged - Keep the meeting periodical - Share feedback on success and failure with the Interlock Group - Identify rewards for participating
  16. 16. Thank you for your attention! Nikoletta Vecsei Harrold Director Communities Strategy, Transamerica @Nikschen https://www.linkedin.com/in/nikolett avecsei Laurel Nicholes Director, Tech Comms Services, F5 Networks @LaurelNicholes https://www.linkedin.com/in/laurelni choles

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