Community Management Grows Up
Moving Beyond Content Calendars

Created for and presented
at
PodCamp Toronto 2014

@jeremyw...
Today’s Agenda
•
•
•
•
•
•

Community Management Today
Why It All Sucks
Imagine A World Where…
Your Content Sucks, But You...
This One Time, At Brand Camp
The Process is Broken

•
•
•

•

It’s restrictive
It’s messy
Endless revisions, because it’s
treated as 31 separate creati...
The Content Calendar
How CM’s See the Calendar
Today, I post about this!
How CM’s See the Calendar
Tomorrow, I post about this!
How CM’s See the Calendar
Wednesday, I post about this!
How Strategy Sees the Calendar
How the Copywriter Sees It
Okay, I need 15 words on family dining.
How the Copywriter Sees It
Now I need 20 words on an art exhibit…
How the Copywriter Sees It
Ugh, and 10 words on some concert, yay!
How the Client Sees the Calendar
That works.
How the Client Sees the Calendar
A little wordy, but fine.
How the Client Sees the Calendar
Maybe a little impersonal, but I’ll leave it.
How the Client Sees the Calendar
This works.
How the Client Sees the Calendar
This is kinda like a post from last month?
How the Client Sees the Calendar
Wait, I haven’t seen any product posts yet?
Client Sends Feedback

“I feel like this is repetitive and off strategy,
please revise.” - client
Client Sends Feedback

Wouldn’t it be nice to have a process and
“I feel like this is repetitive and off strategy,
tools t...
A Whole Newwwww World!
Imagine a world where…
Client understands the entire process and value, not
just the end result
Client isn’t nitpicking on details (ahem, especially
ones they’ve already approved)
Every member of the team knows where they’re
headed, together
Every single post is building towards something
Creative doesn’t just mean copywriter (and the
copywriter gives a damn)
A Brand is a Story
A Brand is a Story
A Brand is a Story a Collection of Stories
Separate The Ingredients

•
•
•
•

•

Content Planning
Content Writing
Creative
Community
Management
Client Approvals
Content Planning

•
•
•

Blocking Charts are your
friend
Creates framework for
future content
Allows you to align (interna...
Content Writing

•
•
•
•
•

Should be easier to write
Should allow for greater
flexibility
Should be FUN
Should be reusabl...
The Content Warehouse

•
•
•
•
•

Plan the narrative
Copywriter writes similar
topics (saves 30% of time)
Posts can “expir...
Building a Narrative

•
•
•

•

Content without narrative
is death
Narrative drives engagement
Measure each narrative
acro...
The Content Wind Tunnel

•
•
•
•
•

Funnels limit, tunnels increase
velocity
Get obstacles out of the
way
Abandon the idea...
Structure

Narrative
Responsive

Strategy
Responsive Content Ruh!
The Real Time Elephant in the Room
Content Continuum

Canned Content

Just-in-Time Content
What the spectrum looks like

Canned Content

Just-in-Time Content
The Meaty Middle

•
•
•
•

Client approvals still matter
Things change, rapidly
Low latency is expensive
The community man...
Approvals will almost always matter. Make peace
with it.
Things will change very, very quickly. You will need to
adapt.
You probably don’t always NEED real time speed.
Perfect the 95% of the time you can get away with
less.
No one will know the pulse of you community better
than the community management team.
How do you develop content?
Narrative Building

• Communities are made of
stories. So are brands.
• Pick 5 key stories, and map out
how they progress ...
Completely Fictional Narrative Progression

Brand X says
“quality matters”

Brand X says “here
is the heritage and
traditi...
Building the Puzzle

• Your story needs to be
interconnected, but each piece
needs to stand on its own.
• The narrative yo...
So: how do you do it?
You have a plan of what needs to happen.
You have a warehouse of approved content.
You have a person...
@joncrowley / @jeremywright

Thanks! See, we don’t
ClickALL calendars!
to edit Master
hate

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Community Management Grows Up: Moving Beyond Content Calendars
Community Management Grows Up: Moving Beyond Content Calendars
Community Management Grows Up: Moving Beyond Content Calendars
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Community Management Grows Up: Moving Beyond Content Calendars

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Content calendars suck. You hate them. Your clients hate them. Everyone hates them. Somewhere along the way, we forgot how to Tell Stories. Communities love stories. This session will explore new mindsets for creating, disseminating and measuring story telling that move beyond content calendars and into truly actionable data (no, we won’t say Real-Time Marketing, we promise!). If your mind isn’t blown, we’ll even let you buy us a beer!
Questions Answered

New content planning tools and processes
New approaches to managing communities and getting the most value out of them
New ways to report and measure for yourselves and your clients
Tips on how to ensure clients get the value they deserve and FEEL like they’ve gotten the value they deserve
- Lots of other things with big buzz words but, sadly, no twerking

Published in: Social Media

Community Management Grows Up: Moving Beyond Content Calendars

  1. 1. Community Management Grows Up Moving Beyond Content Calendars Created for and presented at PodCamp Toronto 2014 @jeremywright / @joncrowley
  2. 2. Today’s Agenda • • • • • • Community Management Today Why It All Sucks Imagine A World Where… Your Content Sucks, But You Can Fix It Super Duper Easy Getting Your Content Out There Like A Boss Beer For Questions
  3. 3. This One Time, At Brand Camp
  4. 4. The Process is Broken • • • • It’s restrictive It’s messy Endless revisions, because it’s treated as 31 separate creative elements Last minute changes are unavoidable
  5. 5. The Content Calendar
  6. 6. How CM’s See the Calendar Today, I post about this!
  7. 7. How CM’s See the Calendar Tomorrow, I post about this!
  8. 8. How CM’s See the Calendar Wednesday, I post about this!
  9. 9. How Strategy Sees the Calendar
  10. 10. How the Copywriter Sees It Okay, I need 15 words on family dining.
  11. 11. How the Copywriter Sees It Now I need 20 words on an art exhibit…
  12. 12. How the Copywriter Sees It Ugh, and 10 words on some concert, yay!
  13. 13. How the Client Sees the Calendar That works.
  14. 14. How the Client Sees the Calendar A little wordy, but fine.
  15. 15. How the Client Sees the Calendar Maybe a little impersonal, but I’ll leave it.
  16. 16. How the Client Sees the Calendar This works.
  17. 17. How the Client Sees the Calendar This is kinda like a post from last month?
  18. 18. How the Client Sees the Calendar Wait, I haven’t seen any product posts yet?
  19. 19. Client Sends Feedback “I feel like this is repetitive and off strategy, please revise.” - client
  20. 20. Client Sends Feedback Wouldn’t it be nice to have a process and “I feel like this is repetitive and off strategy, tools that worked for ANYONE, nevermind please revise.” - client everyone?
  21. 21. A Whole Newwwww World!
  22. 22. Imagine a world where…
  23. 23. Client understands the entire process and value, not just the end result
  24. 24. Client isn’t nitpicking on details (ahem, especially ones they’ve already approved)
  25. 25. Every member of the team knows where they’re headed, together
  26. 26. Every single post is building towards something
  27. 27. Creative doesn’t just mean copywriter (and the copywriter gives a damn)
  28. 28. A Brand is a Story
  29. 29. A Brand is a Story
  30. 30. A Brand is a Story a Collection of Stories
  31. 31. Separate The Ingredients • • • • • Content Planning Content Writing Creative Community Management Client Approvals
  32. 32. Content Planning • • • Blocking Charts are your friend Creates framework for future content Allows you to align (internally or with client) on priorities and number of posts per content pillar
  33. 33. Content Writing • • • • • Should be easier to write Should allow for greater flexibility Should be FUN Should be reusable Should be responsive
  34. 34. The Content Warehouse • • • • • Plan the narrative Copywriter writes similar topics (saves 30% of time) Posts can “expire” Allows for greater CM flexibility Requires less onboarding of new CMs
  35. 35. Building a Narrative • • • • Content without narrative is death Narrative drives engagement Measure each narrative across all your channels MOAR FROM JON!
  36. 36. The Content Wind Tunnel • • • • • Funnels limit, tunnels increase velocity Get obstacles out of the way Abandon the idea of how far out you’re planning Focus on constantly improving your narratives NOTE: This approach requires different client billing structures ;-)
  37. 37. Structure Narrative Responsive Strategy
  38. 38. Responsive Content Ruh!
  39. 39. The Real Time Elephant in the Room
  40. 40. Content Continuum Canned Content Just-in-Time Content
  41. 41. What the spectrum looks like Canned Content Just-in-Time Content
  42. 42. The Meaty Middle • • • • Client approvals still matter Things change, rapidly Low latency is expensive The community manager knows the pulse of your tribe
  43. 43. Approvals will almost always matter. Make peace with it.
  44. 44. Things will change very, very quickly. You will need to adapt.
  45. 45. You probably don’t always NEED real time speed. Perfect the 95% of the time you can get away with less.
  46. 46. No one will know the pulse of you community better than the community management team.
  47. 47. How do you develop content?
  48. 48. Narrative Building • Communities are made of stories. So are brands. • Pick 5 key stories, and map out how they progress each quarter. • Make posts that reference events, but create MULTIPLE options, so that gametime decisions can be made.
  49. 49. Completely Fictional Narrative Progression Brand X says “quality matters” Brand X says “here is the heritage and tradition behind our quality” Brand X says “This is our team. Their craftsmanship and passion drive us” Brand X says “this video will show you the painstaking process behind our product”
  50. 50. Building the Puzzle • Your story needs to be interconnected, but each piece needs to stand on its own. • The narrative you build can be more important than the specific order or timing
  51. 51. So: how do you do it? You have a plan of what needs to happen. You have a warehouse of approved content. You have a person who knows what will work, and when. You don’t NEED anything else. Get out of your own way.
  52. 52. @joncrowley / @jeremywright Thanks! See, we don’t ClickALL calendars! to edit Master hate title style

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