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CONTENT STRATEGY FOR THE SOCIAL WEB<br />Charlie Peverett<br />@cpev<br />iCrossing UK<br />by theseanster93 on Flickr<br />
Or:<br />Editorial people ROCK /<br />	the future is bright /<br />	[but…]<br />
The story so far<br />
The story so far<br />SEO<br />
The story so far<br />UX designers<br />SEO<br />
The story so far<br />UX designers<br />SEO<br />Editors<br />
The story so far<br />UX designers<br />SEO<br />Editors<br />Ordinary decent citizens<br />
The story so far<br />UX designers<br />SEO<br />Web<br />2 point Tot0<br />Editors<br />Ordinary decent citizens<br />
The story so far<br />UX designers<br />SEO<br />I just want to go home<br />Web<br />2 point Tot0<br />Editors<br />Ordin...
An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray!<br />
An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray!<br />
An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray!<br />
An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray!<br />
An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray!<br />
An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray!<br />
An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray! Job done. <br />
An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray! Job done. Satsuma fo...
An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray! Job done. Satsuma fo...
An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray! Job done. Satsuma fo...
No.<br />Because these attributes are important<br />but insufficient<br />and it’s editorial people who need to get their...
No.<br />Because these attributes are important<br />but insufficient<br />and it’s editorial people who need to get their...
No.<br />Because these attributes are important<br />but insufficient<br />and it’s editorial people who need to get their...
No.<br />Because these attributes are important<br />but insufficient<br />and it’s editorial people who need to get their...
No.<br />Because these attributes are important<br />but insufficient<br />and it’s editorial people who need to get their...
“This ain’t no Field of Dreams”<br />- savvy iCrossing client, 2010<br />Image by theseanster93 on Flickr<br />
Power Law Distribution<br />One of the ‘fundamental laws everyone ignores’ - Mark Higginson, iCrossing<br />
Power Law Distribution<br />“…power law distributions tend to arise in social systems where many people express their pref...
“Though there are more new bloggers and more new readers every day, most of the new readers are adding to the traffic of t...
“Though there are more new bloggers and more new readers every day, most of the new readers are adding to the traffic of t...
What does this mean for content strategy?<br />It means we have to locate where attention flows, use that knowledge to hel...
1. Locate relevant attention <br />by Manitoba Historical Maps on Flickr<br />
5<br />
5<br />Find the most relevant sites with the most engaged audiences <br />
5<br />Find the most relevant sites with the most engaged audiences <br />
Content profiling <br />35<br />
Content profiling <br />A quantitative (binary!) way to quickly assess content types and sources on relevant sites<br />36...
Content profiling <br />A quantitative (binary!) way to quickly assess content types and sources on relevant sites<br />He...
Maps and Routes <br />38<br />
Maps and Routes <br />Provided by 3rd party (e.g. Google Maps)<br />39<br />
Image galleries<br />40<br />
Content destinations<br />41<br />
Content destinations<br />[widest offering of content types] <br />42<br />
Few sites offer competitions <br />43<br />
Few sites offer competitions <br />[opportunity?]<br />44<br />
2. Focus activity where you can compete<br />by See-mingLee 李思明 SML<br />
Socially Designed <br />Content Services<br />outreach<br />adaptation<br />et. al.<br />EXAMPLE<br />niche<br />‘feeder’ ...
Socially Designed <br />Content Services<br />outreach<br />adaptation<br />et. al.<br />EARNED / PAID<br />MEDIA<br />nic...
For example, getting 	attention for 	iCrossing’s views on 	contentstrategy:<br />
[shameless plug]<br />
[shameless plug]<br />[shameless plug]<br />
Guest blog post by iCrossingebook author  <br />outreach<br />adaptation<br />blog<br />link benefit<br />optimised page f...
3. Recruit the right skills<br />by TheAlieness GiselaGiardino²³<br />
SKILLS FOCUS  <br />Socially Designed <br />Content Services<br />outreach<br />adaptation<br />et. al.<br />COMMUNITY <br...
In essence, we need:<br />
Pedants <br />
Pedants <br />[editorial types, and creative content producers]<br />
[and]<br />
by Flickr user M31<br />
Partygoers <br />by Flickr user M31<br />
Partygoers <br />[this is my idea of how PR people spend their time]  <br />by Flickr user M31<br />
[and finally we MUST]<br />
4. Measure the right stuff<br />by Flickr user Laineys Repertoire<br />
In summary:<br /> 1. Locate the attention <br /> 2. Focus where wecan compete<br />3. Recruit the right skills<br /> 4. Me...
Thanks!<br />Charlie Peverett<br />@cpev<br />Content Strategist<br />iCrossing UK<br />
Image credits<br />Baseball image by Flickr user theseanster93, licensed under a Creative Commons Attribution-ShareAlike2....
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Content strategy for the social web

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Slides from my presentation at CS Forum 2011 in London, 6 September 2011.

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Content strategy for the social web

  1. CONTENT STRATEGY FOR THE SOCIAL WEB<br />Charlie Peverett<br />@cpev<br />iCrossing UK<br />by theseanster93 on Flickr<br />
  2. Or:<br />Editorial people ROCK /<br /> the future is bright /<br /> [but…]<br />
  3. The story so far<br />
  4. The story so far<br />SEO<br />
  5. The story so far<br />UX designers<br />SEO<br />
  6. The story so far<br />UX designers<br />SEO<br />Editors<br />
  7. The story so far<br />UX designers<br />SEO<br />Editors<br />Ordinary decent citizens<br />
  8. The story so far<br />UX designers<br />SEO<br />Web<br />2 point Tot0<br />Editors<br />Ordinary decent citizens<br />
  9. The story so far<br />UX designers<br />SEO<br />I just want to go home<br />Web<br />2 point Tot0<br />Editors<br />Ordinary decent citizens<br />
  10. An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray!<br />
  11. An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray!<br />
  12. An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray!<br />
  13. An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray!<br />
  14. An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray!<br />
  15. An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray!<br />
  16. An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray! Job done. <br />
  17. An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray! Job done. Satsuma for everyone. <br />
  18. An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray! Job done. Satsuma for everyone. <br />
  19. An editorial approach brings:<br />Audience focus <br />Trust<br />Quality <br />Control<br />Hurray! Job done. Satsuma for everyone. Yes?<br />
  20. No.<br />Because these attributes are important<br />but insufficient<br />and it’s editorial people who need to get their heads around that<br />by understanding the true nature of attention on the web.<br />
  21. No.<br />Because these attributes are important<br />but insufficient<br />and it’s editorial people who need to get their heads around that<br />by understanding the true nature of attention on the web.<br />
  22. No.<br />Because these attributes are important<br />but insufficient<br />and it’s editorial people who need to get their heads around that<br />by understanding the true nature of attention on the web.<br />
  23. No.<br />Because these attributes are important<br />but insufficient<br />and it’s editorial people who need to get their heads around that<br />by understanding the true nature of attention on the web.<br />
  24. No.<br />Because these attributes are important<br />but insufficient<br />and it’s editorial people who need to get their heads around that<br />by understanding the true nature of attention on the web.<br />
  25. “This ain’t no Field of Dreams”<br />- savvy iCrossing client, 2010<br />Image by theseanster93 on Flickr<br />
  26. Power Law Distribution<br />One of the ‘fundamental laws everyone ignores’ - Mark Higginson, iCrossing<br />
  27. Power Law Distribution<br />“…power law distributions tend to arise in social systems where many people express their preferences among many options” - Clay Shirky<br />
  28. “Though there are more new bloggers and more new readers every day, most of the new readers are adding to the traffic of the top few blogs, while most new blogs are getting below average traffic, a gap that will grow as the weblog world does. <br />“It's not impossible to launch a good new blog and become widely read, but it's harder than it was last year, and it will be harder still next year.”<br /> - Clay Shirky<br />http://www.shirky.com/writings/powerlaw_weblog.html<br />
  29. “Though there are more new bloggers and more new readers every day, most of the new readers are adding to the traffic of the top few blogs, while most new blogs are getting below average traffic, a gap that will grow as the weblog world does. <br />“It's not impossible to launch a good new blog and become widely read, but it's harder than it was last year, and it will be harder still next year.”<br /> - Clay Shirky (2003!)<br />http://www.shirky.com/writings/powerlaw_weblog.html<br />
  30. What does this mean for content strategy?<br />It means we have to locate where attention flows, use that knowledge to help us focus our activities <br />– on our own spaces, in social media and on third-party sites – recruit the necessary skillsto deliver the content accordingly and measure the right things.<br />
  31. 1. Locate relevant attention <br />by Manitoba Historical Maps on Flickr<br />
  32. 5<br />
  33. 5<br />Find the most relevant sites with the most engaged audiences <br />
  34. 5<br />Find the most relevant sites with the most engaged audiences <br />
  35. Content profiling <br />35<br />
  36. Content profiling <br />A quantitative (binary!) way to quickly assess content types and sources on relevant sites<br />36<br />
  37. Content profiling <br />A quantitative (binary!) way to quickly assess content types and sources on relevant sites<br />Helps to identify ‘must-have’ content by topic - and possible gaps in provision<br />37<br />
  38. Maps and Routes <br />38<br />
  39. Maps and Routes <br />Provided by 3rd party (e.g. Google Maps)<br />39<br />
  40. Image galleries<br />40<br />
  41. Content destinations<br />41<br />
  42. Content destinations<br />[widest offering of content types] <br />42<br />
  43. Few sites offer competitions <br />43<br />
  44. Few sites offer competitions <br />[opportunity?]<br />44<br />
  45. 2. Focus activity where you can compete<br />by See-mingLee 李思明 SML<br />
  46. Socially Designed <br />Content Services<br />outreach<br />adaptation<br />et. al.<br />EXAMPLE<br />niche<br />‘feeder’ site<br />‘social space’<br />link benefit<br />optimised page for search<br />highly<br />important site<br />main website<br />post to page / profile<br />direct fans to content<br />post to channel /<br />post on site page<br />embeds assets<br />other<br />relevant sites<br />‘media centre’<br />data-collection <br />and segmentation<br />conversion<br />funnel<br />sales / sign-ups, etc.<br />
  47. Socially Designed <br />Content Services<br />outreach<br />adaptation<br />et. al.<br />EARNED / PAID<br />MEDIA<br />niche<br />‘feeder’ site<br />‘social space’<br />link benefit<br />optimised page for search<br />EARNED / PAID<br />MEDIA<br />OWNED<br />MEDIA<br />highly<br />important site<br />main client site<br />post to page / profile<br />direct fans to content<br />post to channel /<br />post on site page<br />embeds assets<br />other<br />relevant sites<br />client ‘media centre’<br />data-collection <br />and segmentation<br />conversion<br />funnel<br />sales / sign-ups, etc.<br />
  48. For example, getting attention for iCrossing’s views on contentstrategy:<br />
  49. [shameless plug]<br />
  50. [shameless plug]<br />[shameless plug]<br />
  51. Guest blog post by iCrossingebook author <br />outreach<br />adaptation<br />blog<br />link benefit<br />optimised page for search<br />main website<br />post to page / profile<br />other<br />relevant sites<br />iCrossing.co.uk<br />Qualified traffic referred to iCrossingebook landing page<br />sign-ups<br />
  52. 3. Recruit the right skills<br />by TheAlieness GiselaGiardino²³<br />
  53. SKILLS FOCUS <br />Socially Designed <br />Content Services<br />outreach<br />adaptation<br />et. al.<br />COMMUNITY <br />MANAGEMENT<br />niche<br />‘feeder’ site<br />‘social space’<br />link benefit<br />optimised page for search<br />OUTREACH / <br />ONLINE PR<br />WEB EDITING<br />highly<br />important site<br />main client site<br />post to page / profile<br />direct fans to content<br />post to channel /<br />post on site page<br />embeds assets<br />other<br />relevant sites<br />client ‘media centre’<br />data-collection <br />and segmentation<br />conversion<br />funnel<br />sales / sign-ups, etc.<br />
  54. In essence, we need:<br />
  55. Pedants <br />
  56. Pedants <br />[editorial types, and creative content producers]<br />
  57. [and]<br />
  58. by Flickr user M31<br />
  59. Partygoers <br />by Flickr user M31<br />
  60. Partygoers <br />[this is my idea of how PR people spend their time] <br />by Flickr user M31<br />
  61. [and finally we MUST]<br />
  62. 4. Measure the right stuff<br />by Flickr user Laineys Repertoire<br />
  63. In summary:<br /> 1. Locate the attention <br /> 2. Focus where wecan compete<br />3. Recruit the right skills<br /> 4. Measure the right stuff<br />
  64. Thanks!<br />Charlie Peverett<br />@cpev<br />Content Strategist<br />iCrossing UK<br />
  65. Image credits<br />Baseball image by Flickr user theseanster93, licensed under a Creative Commons Attribution-ShareAlike2.0 Generic Licence<br />http://www.flickr.com/photos/theseanster93/1152356149/<br />Satsuma image licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 2.0 License by the Soil-Net Library at Cranfield University http://www.soil-net.com/album/Plants/Fruit_Veg/slides/FruitVeg%20Satsuma.html<br />Map image by Flickr user Manitoba Historical Maps, licensed under Creative Commons Attribution 2.0 Generic Licence http://www.flickr.com/photos/manitobamaps/2089812938/<br />Birdhouse image by Flickr user See-ming Lee 李思明 SML licensed under Creative Commons Attribution-ShareAlike 2.0 Generic licence http://www.flickr.com/photos/seeminglee/2149309015/in/photostream/<br />Arthus C Clarke quote image by Flickr user TheAlienessGiselaGiardino²³ licensed under a Creative Commons Attribution-ShareAlike 2.0 Generic licence http://www.flickr.com/photos/gi/518613153/in/photostream/<br />Street party at night image by Flickr user M31 under Creative Commons Attribution 2.0 Generic licence http://www.flickr.com/photos/morphomir/2407451929/<br />Ruler image by Flickr user Laineys Repertoire licensed under Creative Commons Attribution 2.0 Generic licence http://www.flickr.com/photos/76283671@N00/184612846/<br />Cliché swear box and LoremIpsum t-shirt images by @cpev<br />http://www.flickr.com/photos/cpev<br />

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