It's Not You, It's Them: Crafting the Content Your Audience Wants

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Presented on March 20th, 2014, at the CASE Social Media and Community conference in Marina del Rey, CA.

http://www.case.org/Conferences_and_Training/SMC14/Program.html

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It's Not You, It's Them: Crafting the Content Your Audience Wants

  1. 1. IT’S THEM IT’S NOTYOU, Crafting the ContentYour Audience Wants 3.20.14 | #casesmc Ma’ayan Plaut | @plautmaayan Manager, Social Strategy & Projects | Oberlin College
  2. 2. What are we making? @plautmaayan | #casesmc
  3. 3. Posts. (Lots and lots of posts.) @plautmaayan | #casesmc
  4. 4. What are we making? @plautmaayan | #casesmc
  5. 5. Content. And guess what? You’re already making it! @plautmaayan | #casesmc
  6. 6. Flickr user @johnathangaskin – CC BY-NC 2.0 Keeping the Lights On @plautmaayan | #casesmc
  7. 7. Flickr user @secretseasons – CC BY-NC-SA 2.0 Creating Beacons @plautmaayan | #casesmc
  8. 8. Flickr user @leobar-pixinmotion – CC BY-NC-ND 2.0 LetThe Content Shine @plautmaayan | #casesmc
  9. 9. Flickr user @freefoto - CC BY-NC 2.0 Fuel the Machine @plautmaayan | #casesmc
  10. 10. The Attention Economy @plautmaayan | #casesmc
  11. 11. Flickr user @thejcgerm - CC BY-NC-ND 2.0 R-E-S-P-E-C-T •  Solidify cycle of trust •  Increase likability •  Habit of listening @plautmaayan | #casesmc
  12. 12. Be Daft, Punk http://youtu.be/K2cYWfq--Nw@plautmaayan | #casesmc
  13. 13. Be Smart @plautmaayan | #casesmc
  14. 14. Think First, Second, & Last Flickr user @jim_and_kerry- CC BY-NC-SA 2.0@plautmaayan | #casesmc
  15. 15. •  Who are they? •  Why do you want to reach them? •  Why do they want to be reached? KnowYour Audience Flickr user @edfilmfest - CC BY-NC-ND 2.0@plautmaayan | #casesmc
  16. 16. Making Websites More Social http://oberlin.edu •  Your audience, your story •  Feature prominently @plautmaayan | #casesmc
  17. 17. Social Media onYour Website http://duke.edu •  Bring social media into your space •  Give social media an equal weight @plautmaayan | #casesmc
  18. 18. More Social Web Content http:/stories./oberlin.edu •  Encourage social behavior for your audience •  Good stories will be shared @plautmaayan | #casesmc
  19. 19. Flickr user @nnova – CC-BY 2.0 Craft Personas @plautmaayan | #casesmc
  20. 20. Flickr user @dirkjankraan– CC-BY NC 2.0 Listening Loop-the-Loop @plautmaayan | #casesmc
  21. 21. Maintain Consistency •  Voice and tone •  Through time http://voiceandtone.com@plautmaayan | #casesmc
  22. 22. Do It ForYour Audience http://storify.com/oberlinalumni •  Make something original •  Curate from your community •  Coalesce and distill information @plautmaayan | #casesmc
  23. 23. •  Your audience ≠ social media platform. •  Your audience = people on that platform. Distribution Plans Flickr user @mrsj CC-BY NC SA 2.0@plautmaayan | #casesmc
  24. 24. What Works Where? •  Quotes •  Links •  Photos & albums •  Videos & gifs http://bit.ly/1ji8cYr@plautmaayan | #casesmc
  25. 25. •  External pageviews •  Shares •  Demonstrated understanding •  Meeting of an external goal Did It Work? Flickr user @freeeeb– CC BY 2.0@plautmaayan | #casesmc
  26. 26. Does It Work ForYou? Flickr user @wlodi – CC BY SA 2.0@plautmaayan | #casesmc
  27. 27. ThankYou! Ma’ayan Plaut maayan.plaut@oberlin.edu @plautmaayan | #casesmc

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