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Finding Your Voice: A Social Media Content Development Workshop

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Not sure what to say on Twitter? Looking for a relevant status update? Trying to connect your mission with your audience? In this content development workshop, Cynthia Closkey of Big Big Design helps you develop the social media style of your organization’s mission. The workshop centers on an exercise to determine the voice of your organization. Updating your social media is not only about what to say, but how to say it.

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Finding Your Voice: A Social Media Content Development Workshop

  1. 1. Finding Your Voice: A Social Media Content Development Workshop HandsOn Tech April 17, 2013 Cynthia Closkey Big Big DesignFriday, April 19, 2013
  2. 2. Most web content sucksFriday, April 19, 2013
  3. 3. Some content rocks • Example: • Photojojo www.photojojo.comFriday, April 19, 2013
  4. 4. The fix for bad web content: Content StrategyFriday, April 19, 2013
  5. 5. Content strategy • “Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content.” • Content: text, graphics, video, audio • Strategy: holistic, well-considered plan for obtaining a specific goal or result • Via “Content Strategy for the Web,” Kristina HalvorsonFriday, April 19, 2013
  6. 6. Message architecture • “A message architecture is an outline or hierarchy of communication goals that reflects a common vocabulary.” • Helps you think about how to communicate with the target audience • Not the same as brand valuesFriday, April 19, 2013
  7. 7. Example: MOO • Moo www.moo.com • Message architecture* • Cheeky • Witty and fun • Young without being childish • Customer oriented and responsive • Approachable, friendly, welcoming • Championing and empowering • Helpful • Accessible • * NOT ACTUAL MESSAGE ARCHITECTURE, but extrapolated from their content by Margot BloomsteinFriday, April 19, 2013
  8. 8. Exercise: Card SortingFriday, April 19, 2013
  9. 9. Card sorting to find message style https://twitter.com/mbloomstein/status/261023217412608000/photo/1Friday, April 19, 2013
  10. 10. Cardsorting Step one: • Who we are • Who we’d like to be • Who we are not Go with your gut for about 20 minutes.Friday, April 19, 2013
  11. 11. Cardsorting Step two: • Who we are ➜ who we’d like to be Think aspirational. What needs to change? ~15 minutesFriday, April 19, 2013
  12. 12. Cardsorting Step three: • Form groups: what goes together? • Prioritize the goals or groups • Tell the story of those aspirations ~15 minutesFriday, April 19, 2013
  13. 13. Why do this? Gain standards by which to know when we’re communicating well.Friday, April 19, 2013
  14. 14. Message architecture • Now that we know who we are and how we are to be perceived, what does this mean for how we communicate? • Visual and design implications • Text implications • Content type implicationsFriday, April 19, 2013
  15. 15. Message architecture exampleFriday, April 19, 2013
  16. 16. Online strategy • Objectives for our online presence • Audiences (prioritized) • Value proposition • “Selling” pointsFriday, April 19, 2013
  17. 17. Content audit • How should our message architecture affect our other communications: • Social media • Print media • Brochures, mailers, advertisements • Direct communicationFriday, April 19, 2013
  18. 18. Online content workflow • Who “owns” the content? • Content generators • Online editor • Moderators • Administrator or webmasterFriday, April 19, 2013
  19. 19. Online content workflow • Workflow tasks • Creation • Review/approval • Measurement and feedback loops • Presence management http://www.bigbigdesign.com/2009/08/19- presence-management-chores-for-business- you-could-do-every-day/Friday, April 19, 2013
  20. 20. How to have better content • Do less, not more • Figure out what you have and where it’s coming from • Learn how to listen • Put someone in charge • Start asking “Why?”Friday, April 19, 2013
  21. 21. Do less, not more • Web content is useless unless it does one or both of these: • Supports a key organizational objective • Supports a user/customer in completing a taskFriday, April 19, 2013
  22. 22. Do less, not more • Less content is: • Easier to manage • More user-friendly • Less expensive to createFriday, April 19, 2013
  23. 23. Figure out what you have and where it’s coming from • Audit current content • Inventory sources of new content • Create a plan for content creation • Develop a message architecture • Makes it easier to create consistent content • Shows you what content has greatest valueFriday, April 19, 2013
  24. 24. Learn how to listen • Figure out how this can work within your organization • Find out what customers want (not just what you want)Friday, April 19, 2013
  25. 25. Put someone in charge • Too many cooks… • Set up guidelines and tools • Establish an editor-in-chiefFriday, April 19, 2013
  26. 26. Start asking “Why?” • Just because you can doesn’t mean you should • Question assumptions, trends, directives that don’t support a business goalFriday, April 19, 2013
  27. 27. Writing for the web • Write in a style that fits your goals and audience • Avoid fluff and jargon • Use the simplest words and sentences you can • Complement words with other media • Take advantage of links and visuals • Recognize it won’t be read in order or completely • Use headings and bullets • Put important stuff first (if appropriate…) • Test your assumptionsFriday, April 19, 2013
  28. 28. Delivering web content • Website as hub • Other online presences • Social media pages • Related/subsidiary websites • Forums and wikis • Notification mechanisms • E-newsletters • Social media • Offline meansFriday, April 19, 2013
  29. 29. Next stepsFriday, April 19, 2013
  30. 30. Cynthia Closkey, Big Big Design ccloskey@bigbigdesign.com 724.602.2332 Content strategy credits: Margot Bloomstein Book: Content Strategy at Work Presentation: Secrets of a Brand-Driven Content Strategy WorkshopFriday, April 19, 2013

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