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Content creation for the online activist

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Content strategy and creation for sex-positive activists, first presented at CatalystCon in September 2012

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Content creation for the online activist

  1. 1. content strategyfor the online activistCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  2. 2. step 1: craft a mission statementcraft amission statementWhat is your mission?Cunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  3. 3. who are you?samplemission statementsSeattle Girls of Leather: We provide camaraderie anda safe space to any individual who identifies as aLeathergirl. We provide community service within &outside of the Puget Sound area Leather Community atlarge. What Who WhereCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  4. 4. who are you?samplemission statementsCSPC: Our mission is to inspire and assist volunteers toproduce experiential events where members can exploretheir sexual interests in a physically and emotionally safeenvironment. What WhoCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  5. 5. creating a mission statement who what powerful words action verbs why how/where mind mapCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  6. 6. sample mind map for a panties activistCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  7. 7. step 2: state outreach goalsstateoutreach goals Whom do you want to What do you want them to How will you know when reach? do? you’ve succeeded?Cunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  8. 8. step 2: state outreach goalssampleoutreach goals Whom do you want to What do you want them to How will you know when reach? do? you’ve succeeded?We want to reach people of We want our fans to Success will look like this:all races, genders and attend public events comment on the blog, call we receive emails saying over 2010,000 Twitter get comments fromphysical capability who are relating comment line and in to theto polyamory, sign followers, a Klout score “you let every blog post;of fans on me know that I’mcurious about non- petitions and write their share their own personal 75 a freak Google+ notand andand that there Tweets panties thrown at usmonogamy. congresspeople. stories about non- at every event. are others like posts shares of blog me.” with monogamy. continuing discussion.Cunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  9. 9. step 2: state outreach goalssampleoutreach goals Whom do you want to What do you want them to How will you know when reach? do? you’ve succeeded?We want to reach people of We want our fans to Success will look like this:all races, genders and attend public events comment on the blog, call we receive emails saying over 2010,000 Twitter get comments fromphysical capability who are relating comment line and in to theto polyamory, sign followers, a Klout score “you let every blog post;of fans on me know that I’mcurious about non- petitions and write their share their own personal 75 a freak Google+ notand andand that there Tweets panties thrown at usmonogamy. congresspeople. stories about non- at every event. are others like posts shares of blog me.” with monogamy. continuing discussion.Cunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  10. 10. step 3:pick your idols and engage yourresourcesCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  11. 11. step 3: pick your idolswho is already engaged inyour field?List all the people already blogging, podcasting,writing, speaking, Tweeting actively in your field.Research their: Voice Content Audience Frequency of postingCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  12. 12. Asking a resource for helpbe concise. ask small. be specific.Cunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  13. 13. step 4: define the teamCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  14. 14. step 4: define the team Keep the team small, manageable and tight. Team members, especially volunteers, might have other responsibilities. Small and focused is better than big Keep the group and overreaching. smallCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  15. 15. step 4: define the team The brand should speak with a consistent voice, Identify the personality and attitude across channels. brand personalityCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  16. 16. step 4: define the team Don’t rely on chance. Schedule specific shifts for posting and monitoring. Schedule specific shiftsCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  17. 17. step 4: define the team Before each shift, do a brief handoff. The previous shift volunteer should do a quick summary of events, conversations and trends. Do a handoffCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  18. 18. step 4: define the team Social media strategy is constant course correction. Exchange ideas, results and feedback on a regular basis using sharing tools such as Google Drive or Exchange ideas Google Hangout.Cunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  19. 19. step 4: define the team Social media strategy is constant course correction. Exchange ideas, results and feedback on a regular basis using sharing tools such as Google Drive or Exchange ideas Google Hangout.Cunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  20. 20. step 4: define the team Make it a team goal to create a best practices document for your efforts based on real world Create best experience. practicesCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  21. 21. step 5: define contentCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  22. 22. step 5: define the contentdefine the content that willdrive engagement andmeet your goalsThe goals will drive your content strategy. What type ofcontent will drive the most engagement and meet thegoals you’ve set? Have a brainstorming session.Cunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  23. 23. Source: http://www.buddymedia.com/newsroom/2011/04/new-white-paper-facebooks-edgerank-how-to-make-sure-youre-in-the-news-feed/Facebook EdgeRankTips for increasing engagement through EdgeRank
  24. 24. Source: http://www.buddymedia.com/newsroom/2011/04/new-white-paper-facebooks-edgerank-how-to-make-sure-youre-in-the-news-feed/step 5: define the contentask questions where when would (drives the highest spike in Likes) shouldCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  25. 25. Source: http://www.buddymedia.com/newsroom/2011/04/new-white-paper-facebooks-edgerank-how-to-make-sure-youre-in-the-news-feed/step 5: define the contentask questions where when would (drives the highest spike in Likes) shouldCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  26. 26. Source: http://www.buddymedia.com/newsroom/2011/04/new-white-paper-facebooks-edgerank-how-to-make-sure-youre-in-the-news-feed/step 5: define the contentpost games and trivia photo caption contest write a limerick How many polys does it take to screw in alightbulb? trivia/adviceCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  27. 27. Source: http://www.buddymedia.com/newsroom/2011/04/new-white-paper-facebooks-edgerank-how-to-make-sure-youre-in-the-news-feed/step 5: define the contentpost games and trivia photo caption contest write a limerick How many polys does it take to screw in alightbulb? trivia/adviceCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  28. 28. Source: http://www.buddymedia.com/newsroom/2011/04/new-white-paper-facebooks-edgerank-how-to-make-sure-youre-in-the-news-feed/step 5: define the contentreply, reply, reply the longer the thread, the higher the EdgeRank monitor daily and reply to lengthen the thread show engagementCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  29. 29. step 5: define the contentpost videos and photos videos and photos get a higher level of engagement fans love informal staff pix, so post pix and videos ofstaff in casual situationsCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  30. 30. step 5: define the contentpost videos and photos videos and photos get a higher level of engagement fans love informal staff pix, so post pix and videos ofstaff in casual situationsCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  31. 31. Source: http://www.buddymedia.com/newsroom/2011/04/new-white-paper-facebooks-edgerank-how-to-make-sure-youre-in-the-news-feed/step 5: define the contentbe explicit post, comment, tell like and post have highest positive comment andlike ratesCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  32. 32. TwitterTips for increasing engagement on TwitterCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  33. 33. Source: http://forms.buddymedia.com/document-download_white-paper.html?pdf=review-strategies-for-effective-facebook-wall-posts.pdfstep 5: define the contentTweet on weekends engagement for brands is 17% higher onSaturdays and Sundays Schedule using HootSuite Notification via BoxcarCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  34. 34. Source: http://forms.buddymedia.com/document-download_white-paper.html?pdf=review-strategies-for-effective-facebook-wall-posts.pdfstep 5: define the contentTweet during the day 8:00 AM to 7:00 PM Eastern return 17%better engagement (reverse is true for Facebook: bestengagement is for posts between 8:00 PMand 7:00 AM Eastern. Weird.)Cunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  35. 35. Source: http://forms.buddymedia.com/document-download_white-paper.html?pdf=review-strategies-for-effective-facebook-wall-posts.pdfstep 5: define the contentTweets short and sweet brands that tweet more than fourtimes a day receive diminishing returns tweets under 100 characters get17% more engagementCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  36. 36. Source: http://forms.buddymedia.com/document-download_white-paper.html?pdf=review-strategies-for-effective-facebook-wall-posts.pdfstep 5: define the contentlink it or lose it tweets that contain links get 86% higher retweetrate than those that don’tCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  37. 37. step 6: analyzeCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  38. 38. step 6: analyzemetrics are funfor podcastslibsyn has analytics todetermine the mostdownloaded episodesCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  39. 39. step 6: analyzemetrics are funfor blogshosting services such astypepad and wordpresshave analytics, or installGoogle analytics to seemost popular postsCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  40. 40. step 6: analyzemetrics are funfor twitterHootsuite Pro hasamazing reports to showmost popular linksCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  41. 41. step 6: analyzemetrics are funfor twitterHootsuite Pro hasamazing reports to showmost popular linksCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  42. 42. step 6: analyzemetrics are funfor facebookpage manager tools (under“insights”) show views andengagement levelCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  43. 43. step 6: analyzemetrics are funfor facebookpage manager tools (under“insights”) show views andengagement levelCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  44. 44. don’t forget!6 steps to awesomecontent creation 1 mission statement 2 outreach goals 3 pick and engage your idols 4 define the team 5 define the content 6 analyze and adjustCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com
  45. 45. content strategyfor the online activistCunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com

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