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SOCIAL CONTENT LIFE CYCLE:
FROM CRADLE TO GRAVE
IAB DEEP DIVE SERIES #1 • 27 JULY 2016 • NICK PAN • @nickpan
#IABSGsocial
10 STEPSSOCIAL CONTENT LIFE CYCLE:
FROM CRADLE TO GRAVE
Photo: Teddy Kelly
AUDIT
WHAT DO WE HAVE
There is a wealth of
content that organisations
already have internally or
have access to that can
b...
ANALYSE
ARE THEY USEFUL
All animals are equal, but
some animals are more
equal than others.
George Orwell, Animal Farm
• Q...
STRATEGISE
HOW DOES IT HELP
How does the content you
have dovetail into the existing
Social Strategy?
• Business Goals & O...
CATEGORISE
WHAT SHOULD IT BE USED FOR
Social Content can be for
different purposes and can
come in many formats across
cha...
PRODUCTION
MAKING IT COMPLETE
Sometimes the content itself
needs a bit more work to make
it awesome.
• Social Copywriting
...
REVIEW
INTERNAL CHECKS
Make sure the content meets
the necessary guidelines.
• On Brand (Look & Feel, Imagery & Tone)
• So...
APPROVE
STAKEHOLDER APPROVALS
Organisations need to have
appropriate gatekeepers for
social in place.
• Identify Stakehold...
PUBLISH
GETTING IT OUT THERE
Making sure your content
reach the right audience at the
right time and the right place.
• Ti...
UPDATE
CONTENT INTEGRITY
Things change and evolve
quickly on social, hence
keeping your audience
updated ensures the integ...
ARCHIVE
CONTENT AFTERLIFE
Consumers access content in
many ways, not necessarily
from newsfeeds which means
they might stu...
SOCIAL
CONTENT
LIFE CYCLE
FROM CRADLE TO GRAVE
1. AUDIT – What do we have
2. ANALYSE – Are they useful
3. STRATEGIZE – How...
admin@iab.sg www.iab.sg
INTERACTIVE ADVERTISING BUREAU SINGAPORE
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Social Content Life Cycle: From Cradle to Grave at IAB Deep Dive Session Singapore

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10 STEPS of Social Content Life Cycle: From Cradle to Grave

1. AUDIT – What do we have
2. ANALYSE – Are they useful
3. STRATEGIZE – How does it help
4. CATEGORIZE – What should it be used for
5. PRODUCTION – Making it complete
6. REVIEW – Internal checks
7. APPROVE – Stakeholder approvals
8. PUBLISH – Getting it out there
9. UPDATE – Content integrity
10. ARCHIVE – Content afterlife

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Social Content Life Cycle: From Cradle to Grave at IAB Deep Dive Session Singapore

  1. 1. SOCIAL CONTENT LIFE CYCLE: FROM CRADLE TO GRAVE IAB DEEP DIVE SERIES #1 • 27 JULY 2016 • NICK PAN • @nickpan #IABSGsocial
  2. 2. 10 STEPSSOCIAL CONTENT LIFE CYCLE: FROM CRADLE TO GRAVE Photo: Teddy Kelly
  3. 3. AUDIT WHAT DO WE HAVE There is a wealth of content that organisations already have internally or have access to that can be used for social. • Photo Library • Offline Content • Archives / Old Content • Website • Feature People (Staff / Customers) • Social Mentions • Curate Social Content • Partner Content • Brainstorm • Create New Content 1 Photo: Simson Petrol
  4. 4. ANALYSE ARE THEY USEFUL All animals are equal, but some animals are more equal than others. George Orwell, Animal Farm • Qualification Factors • Quality • Ownership & Rights • Purpose • Timeliness 2 Photo: Gaelle Marcel
  5. 5. STRATEGISE HOW DOES IT HELP How does the content you have dovetail into the existing Social Strategy? • Business Goals & Objectives • Reach, Awareness, Activation, Loyalty • Communications Plan • Social Playbook • Content Plans • Social Experiments 3 Photo: Maarten van den Heuvel
  6. 6. CATEGORISE WHAT SHOULD IT BE USED FOR Social Content can be for different purposes and can come in many formats across channels. • Content Pillars • Listicals & Roundups • How-To & FAQ • Reviews, Testimonials & Case studies • Quotes • Brand Stories • Facts & Stats • Research & Reports • Whitepaper & E-Books • Infographics • Photo Albums • Memes • Polls & Contests • Videos & Gifs • Presentation Slides 4 Photo: Yanko Peyankov
  7. 7. PRODUCTION MAKING IT COMPLETE Sometimes the content itself needs a bit more work to make it awesome. • Social Copywriting • Punchy Title and Description • Thumb stopping visual / gif /video • TL;DR • Author / Contributor Write-up / Photo • Call to Action • Landing Page • Indemnity & Disclaimers 5 Photo: Todd Quackenbush
  8. 8. REVIEW INTERNAL CHECKS Make sure the content meets the necessary guidelines. • On Brand (Look & Feel, Imagery & Tone) • Social Playbook Guidelines • Checklists • Technicalities (eg. Tracking Codes) 6 Photo: Alejandro Escamilla
  9. 9. APPROVE STAKEHOLDER APPROVALS Organisations need to have appropriate gatekeepers for social in place. • Identify Stakeholders / Gatekeepers • RACI Model (Responsible, Accountable, Consulted, Informed) • Plan out approval process (daily, weekly, monthly, quarterly, adhoc) 7 Photo: Benjamin Child
  10. 10. PUBLISH GETTING IT OUT THERE Making sure your content reach the right audience at the right time and the right place. • Time of Day • Which Social Channels • Geography • Social Influencers • Online PR • Audience Targeting & Media support 8 Photo: Bench Accounting
  11. 11. UPDATE CONTENT INTEGRITY Things change and evolve quickly on social, hence keeping your audience updated ensures the integrity of your content. • Developing Stories and Conversations • Updated Facts • Correct Mistakes 9 Photo: Jay Wennington
  12. 12. ARCHIVE CONTENT AFTERLIFE Consumers access content in many ways, not necessarily from newsfeeds which means they might stumble upon old content from search or links. • Remove Really Old Content • Redirect Audience • Online Archive (eg. Facebook Albums) • Offline Archive (backup and store offline) 10 Photo: Dương Trần Quốc
  13. 13. SOCIAL CONTENT LIFE CYCLE FROM CRADLE TO GRAVE 1. AUDIT – What do we have 2. ANALYSE – Are they useful 3. STRATEGIZE – How does it help 4. CATEGORIZE – What should it be used for 5. PRODUCTION – Making it complete 6. REVIEW – Internal checks 7. APPROVE – Stakeholder approvals 8. PUBLISH – Getting it out there 9. UPDATE – Content integrity 10. ARCHIVE – Content afterlife | Nick Pan | @nickpan Photo: Teddy Kelly
  14. 14. admin@iab.sg www.iab.sg INTERACTIVE ADVERTISING BUREAU SINGAPORE

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