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Where Strategy Meets Serendipity:A Framework for the Thoughtful Creationand Maintenance of Social Media ContentGeorgiana C...
#ncsrmr @radiofreegeorgyAbout me                                      2
#ncsrmr @radiofreegeorgyAbout me                                      2
#ncsrmr @radiofreegeorgyAbout me                                      2
#ncsrmr @radiofreegeorgyAbout me                                      2
#ncsrmr @radiofreegeorgyAbout me                                      2
First, a question...                                                     3     http://www.flickr.com/photos/cheryldudley/36...
#ncsrmr @radiofreegeorgyIntroduction What is social media?                                            4
#ncsrmr @radiofreegeorgyIntroduction What is social media? Using the web to have conversations with people.               ...
#ncsrmr @radiofreegeorgyIntroduction                                          6
#ncsrmr @radiofreegeorgyIntroduction• It’s real-time                                              6
#ncsrmr @radiofreegeorgyIntroduction• It’s real-time• It’s shareable                                              6
#ncsrmr @radiofreegeorgyIntroduction• It’s real-time• It’s shareable• It’s real conversation                              ...
#ncsrmr @radiofreegeorgyIntroduction• It’s real-time• It’s shareable• It’s real conversation• It brings people together   ...
#ncsrmr @radiofreegeorgyIntroduction• It’s real-time• It’s shareable• It’s real conversation• It brings people together• I...
7
X   8
X   9
Text                                                      10       http://www.flickr.com/photos/cheryldudley/3633002627/
IntegrateAcrosschannels       http://en.wikipedia.org/wiki/File:Sch
13http://www.flickr.com/photos/cheryldudley/3633002627/
14http://www.flickr.com/photos/cecphotography/5964949045/
#ncsrmr @radiofreegeorgyThe 5 Ps (and an M)                                             15
#ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose                                             15
#ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose• Planning                                             15
#ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose• Planning• People                                             15
#ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose• Planning• People• Process                                           ...
#ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose• Planning• People• Process• Publishing                               ...
#ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose• Planning• People• Process• Publishing• Measurement                  ...
Purpose                                                        16          http://www.flickr.com/photos/30588093@N06/323185...
Purpose     Goals       Audience      Message   Why am I       Who am I     What am I  saying this?   talking to?    sayin...
http://www.flickr.com/photos/albertoalerigi/2886121661/
Purpose     Goals       Audience      Message   Why am I       Who am I     What am I  saying this?   talking to?    sayin...
Planning     http://www.flickr.com/photos/wscullin/3770015203/
#ncsrmr @radiofreegeorgyPlanning           http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-o...
#ncsrmr @radiofreegeorgyPlanning           http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-o...
#ncsrmr @radiofreegeorgyPlanning                            Don’t get O.S.S. *           http://insidetimshead.wordpress.c...
#ncsrmr @radiofreegeorgyPlanning                            Don’t get O.S.S. *           http://insidetimshead.wordpress.c...
#ncsrmr @radiofreegeorgyPlanning           http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-o...
#ncsrmr @radiofreegeorgyPlanning           http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-o...
#ncsrmr @radiofreegeorgyPlanning           http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-o...
#ncsrmr @radiofreegeorgyPlanning   “       Finding great content can           involve serendipity, but it           invol...
People         http://www.flickr.com/photos/davemurr/4444331542/
About you                                                                                       30http://www.flickr.com/pho...
About you                                                 • Roles and responsibilities                                    ...
About you                                                         32            http://www.flickr.com/photos/stevendepolo/4...
About you                                                  33            http://www.flickr.com/photos/wonker/1436280027/
Education, trainingAbout you    and workshops                                                       34                 htt...
Education, trainingAbout you resources,    Shared                    and workshops  guidelines and templates              ...
Education, trainingAbout you resources,    Shared                           and workshops  guidelines and templates       ...
Education, trainingAbout you resources,    Shared                           and workshops  guidelines and templates       ...
Education, trainingAbout you resources,    Shared                           and workshops  guidelines and templates       ...
Education, trainingAbout you resources,    Shared                           and workshops  guidelines and templates       ...
Education, trainingAbout you resources,    Shared                           and workshops  guidelines and templates       ...
Process   http://www.flickr.com/photos/17258892@N05/2588347668/
#ncsrmr @radiofreegeorgyPlanning   “       Finding great content can           involve serendipity, but it           invol...
• Responsibility• Respect and civility• Transparency, reputation andendorsements• Responsiveness andmaintenance• Confidenti...
• Responsibility• Respect and civility• Transparency, reputation andendorsements• Responsiveness andmaintenance• Confidenti...
#ncsrmr @radiofreegeorgyProcessFour tenets of the community manager1. Community advocate2. Brand evangelist3. Savvy commun...
• Monitor your brand      Listening                                    • Discover content                                 ...
#ncsrmr @radiofreegeorgy       Process     • Connect disparate audiences in one space     • Build meaningful connections  ...
#ncsrmr @radiofreegeorgyProcess• Connect disparate audiences in one space• Build meaningful connections• Reinforce your br...
Madison Area                                  California State          #ncsrmr @radiofreegeorgy   Technical CollegePlanni...
Publishing                                                            49  http://www.flickr.com/photos/seattlemunicipalarch...
#ncsrmr @radiofreegeorgy      Planning                                                                                    ...
#ncsrmr @radiofreegeorgyPublishing             Editorial calendar                                                         51
#ncsrmr @radiofreegeorgyPublishing                Editorial calendar(Also reinforces cross-channel publishing)            ...
#ncsrmr @radiofreegeorgyPublishing              • Ensure consistency across              channels and despite turnoverStyl...
#ncsrmr @radiofreegeorgyPublishing              Voice and Tone              • Contrasting values (“we’re X but            ...
#ncsrmr @radiofreegeorgy      Scheduling posts      Planning                                                              ...
Listening                                                 56http://www.flickr.com/photos/taylar/3460980819/
#ncsrmr @radiofreegeorgyPublishing    “    Finding great content can         involve serendipity, but it         involves ...
#ncsrmr @radiofreegeorgyProcess          Overview of content curation:          1. Listening/discovery framework          ...
#ncsrmr @radiofreegeorgyProcess          Overview of content curation:          1.Listening/discovery framework          2...
• It should be user-generated content (for example, YouTube videos, blog posts,  Twitter accounts, etc.). While a media hi...
Publishing             61
#ncsrmr @radiofreegeorgyPublishing                                    62
#ncsrmr @radiofreegeorgy    Planning                 “                  Finding great content can                         ...
Measurement                                                   64    http://www.flickr.com/photos/cheryldudley/3633002627/  ...
#ncsrmr @radiofreegeorgyPlanning           http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-o...
#ncsrmr @radiofreegeorgyPlanning           http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-o...
#ncsrmr @radiofreegeorgyPlanning   NOOOOOOOOOOOOO!           http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-sh...
Valueovervolume.Qualityoverquantity.                                                           67            http://www.fli...
68http://www.flickr.com/photos/cheryldudley/3633002627/ http://www.flickr.com/photos/ollesvensson/4252196844/
• Put numbersin context• Pick stats thatmatter to you• Measure overtime. Look forpatterns.• Validatequalitativeanalysis   ...
70http://www.flickr.com/photos/cheryldudley/3633002627/http://www.flickr.com/photos/orinrobertjohn/2911248047/ http://www.fli...
71http://www.flickr.com/photos/cheryldudley/3633002627/http://www.flickr.com/photos/orinrobertjohn/2911248047/ http://www.fli...
#ncsrmr @radiofreegeorgyMeasurement              Internal              considerations              • Distribution of      ...
#ncsrmr @radiofreegeorgyPlanning                  Plan    Plan                                Create Create      Analyze  ...
#ncsrmr @radiofreegeorgyPlanning           www.meetcontent.com              @meetcontent                                  ...
#ncsrmr @radiofreegeorgyPlanning           www.meetcontent.com              @meetcontent                                  ...
Thank you! Questions?www.takethecrosstown.com@radiofreegeorgy / @crosstowncomm
Where Strategy Meets Serendipity: A Framework for the Thoughtful Creation and Maintenance of Social Media Content
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Where Strategy Meets Serendipity: A Framework for the Thoughtful Creation and Maintenance of Social Media Content

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Presented at the Noel-Levitz National Conference on Student Recruitment, Marketing and Retention, July 25, 2012

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Where Strategy Meets Serendipity: A Framework for the Thoughtful Creation and Maintenance of Social Media Content

  1. 1. Where Strategy Meets Serendipity:A Framework for the Thoughtful Creationand Maintenance of Social Media ContentGeorgiana Cohen@radiofreegeorgyJuly 25, 2012#ncsrmr 1
  2. 2. #ncsrmr @radiofreegeorgyAbout me 2
  3. 3. #ncsrmr @radiofreegeorgyAbout me 2
  4. 4. #ncsrmr @radiofreegeorgyAbout me 2
  5. 5. #ncsrmr @radiofreegeorgyAbout me 2
  6. 6. #ncsrmr @radiofreegeorgyAbout me 2
  7. 7. First, a question... 3 http://www.flickr.com/photos/cheryldudley/3633002627/ http://www.flickr.com/photos/ucdaviscoe/6303100423/
  8. 8. #ncsrmr @radiofreegeorgyIntroduction What is social media? 4
  9. 9. #ncsrmr @radiofreegeorgyIntroduction What is social media? Using the web to have conversations with people. 5
  10. 10. #ncsrmr @radiofreegeorgyIntroduction 6
  11. 11. #ncsrmr @radiofreegeorgyIntroduction• It’s real-time 6
  12. 12. #ncsrmr @radiofreegeorgyIntroduction• It’s real-time• It’s shareable 6
  13. 13. #ncsrmr @radiofreegeorgyIntroduction• It’s real-time• It’s shareable• It’s real conversation 6
  14. 14. #ncsrmr @radiofreegeorgyIntroduction• It’s real-time• It’s shareable• It’s real conversation• It brings people together 6
  15. 15. #ncsrmr @radiofreegeorgyIntroduction• It’s real-time• It’s shareable• It’s real conversation• It brings people together• It matters 6
  16. 16. 7
  17. 17. X 8
  18. 18. X 9
  19. 19. Text 10 http://www.flickr.com/photos/cheryldudley/3633002627/
  20. 20. IntegrateAcrosschannels http://en.wikipedia.org/wiki/File:Sch
  21. 21. 13http://www.flickr.com/photos/cheryldudley/3633002627/
  22. 22. 14http://www.flickr.com/photos/cecphotography/5964949045/
  23. 23. #ncsrmr @radiofreegeorgyThe 5 Ps (and an M) 15
  24. 24. #ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose 15
  25. 25. #ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose• Planning 15
  26. 26. #ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose• Planning• People 15
  27. 27. #ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose• Planning• People• Process 15
  28. 28. #ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose• Planning• People• Process• Publishing 15
  29. 29. #ncsrmr @radiofreegeorgyThe 5 Ps (and an M)• Purpose• Planning• People• Process• Publishing• Measurement 15
  30. 30. Purpose 16 http://www.flickr.com/photos/30588093@N06/3231856300/ http://www.flickr.com/photos/cheryldudley/3633002627/ http://www.flickr.com/photos/ucdaviscoe/6303100423/
  31. 31. Purpose Goals Audience Message Why am I Who am I What am I saying this? talking to? saying? 17 http://www.flickr.com/photos/cusegoyle/2045457261/
  32. 32. http://www.flickr.com/photos/albertoalerigi/2886121661/
  33. 33. Purpose Goals Audience Message Why am I Who am I What am I saying this? talking to? saying? 19
  34. 34. Planning http://www.flickr.com/photos/wscullin/3770015203/
  35. 35. #ncsrmr @radiofreegeorgyPlanning http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 21
  36. 36. #ncsrmr @radiofreegeorgyPlanning http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 22
  37. 37. #ncsrmr @radiofreegeorgyPlanning Don’t get O.S.S. * http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ * (“Ooh, shiny!” syndrome) 23 http://www.flickr.com/photos/gnilenkov/7020014521/
  38. 38. #ncsrmr @radiofreegeorgyPlanning Don’t get O.S.S. * http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ * (“Ooh, shiny!” syndrome) 24 http://www.flickr.com/photos/gnilenkov/7020014521/
  39. 39. #ncsrmr @radiofreegeorgyPlanning http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 25 http://www.flickr.com/photos/jonathanbeard/3196536843/ http://www.flickr.com/photos/janetmck/1455570188/
  40. 40. #ncsrmr @radiofreegeorgyPlanning http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 26 http://www.flickr.com/photos/jonathanbeard/3196536843/ http://www.flickr.com/photos/janetmck/1455570188/ http://www.flickr.com/photos/sepblog/3649959481/
  41. 41. #ncsrmr @radiofreegeorgyPlanning http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 27 http://www.flickr.com/photos/jonathanbeard/3196536843/
  42. 42. #ncsrmr @radiofreegeorgyPlanning “ Finding great content can involve serendipity, but it involves looking in the first place. - Tim Nekritz http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 28 http://www.flickr.com/photos/allyaubryphotography/3522537715/
  43. 43. People http://www.flickr.com/photos/davemurr/4444331542/
  44. 44. About you 30http://www.flickr.com/photos/philon/2183636788/ http://www.flickr.com/photos/wonker/1436280027/
  45. 45. About you • Roles and responsibilities • Process for shared management • Approvals and workflow • Expectations and empowerment • Available time 31http://www.flickr.com/photos/philon/2183636788/ http://www.flickr.com/photos/wonker/1436280027/
  46. 46. About you 32 http://www.flickr.com/photos/stevendepolo/4825345881/
  47. 47. About you 33 http://www.flickr.com/photos/wonker/1436280027/
  48. 48. Education, trainingAbout you and workshops 34 http://www.flickr.com/photos/wonker/1436280027/
  49. 49. Education, trainingAbout you resources, Shared and workshops guidelines and templates 35 http://www.flickr.com/photos/wonker/1436280027/
  50. 50. Education, trainingAbout you resources, Shared and workshops guidelines and templates Awareness of campus social media landscape 36 http://www.flickr.com/photos/wonker/1436280027/
  51. 51. Education, trainingAbout you resources, Shared and workshops guidelines and templates Awareness of campus social media landscape Brainstorming and collaboration 37 http://www.flickr.com/photos/wonker/1436280027/
  52. 52. Education, trainingAbout you resources, Shared and workshops guidelines and templates Awareness of campus social media landscape Brainstorming and collaboration Share information and coordinate efforts 38 http://www.flickr.com/photos/wonker/1436280027/
  53. 53. Education, trainingAbout you resources, Shared and workshops guidelines and templates Awareness of campus social media landscape Brainstorming and collaboration Share information and coordinate efforts Share best practices and case studies 39 http://www.flickr.com/photos/wonker/1436280027/
  54. 54. Education, trainingAbout you resources, Shared and workshops guidelines and templates Awareness of campus social media landscape Brainstorming and collaboration Share information and coordinate efforts Moral support Share best practices and case studies 40 http://www.flickr.com/photos/wonker/1436280027/
  55. 55. Process http://www.flickr.com/photos/17258892@N05/2588347668/
  56. 56. #ncsrmr @radiofreegeorgyPlanning “ Finding great content can involve serendipity, but it involves looking in the first place. - Tim Nekritz http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 42 http://www.flickr.com/photos/rexroof/3283248534/
  57. 57. • Responsibility• Respect and civility• Transparency, reputation andendorsements• Responsiveness andmaintenance• Confidentiality and security• Community building http://www.flickr.com/photos/rexroof/3283248534/
  58. 58. • Responsibility• Respect and civility• Transparency, reputation andendorsements• Responsiveness andmaintenance• Confidentiality and security• Community building http://www.flickr.com/photos/rexroof/3283248534/
  59. 59. #ncsrmr @radiofreegeorgyProcessFour tenets of the community manager1. Community advocate2. Brand evangelist3. Savvy communicator4. Gathers input for future product and servicesSource: Jeremiah Owyang http://www.web-strategist.com/blog/2007/11/25/the-four-tenets-of-the-community-manager/ 44
  60. 60. • Monitor your brand Listening • Discover content • Discover conversation • Find your fans (and foes) 45http://www.flickr.com/photos/ky_olsen/3133347219/
  61. 61. #ncsrmr @radiofreegeorgy Process • Connect disparate audiences in one space • Build meaningful connections • Reinforce your brand • Enable content discovery and creation • Communicate, respond and engage in real-time • Gain valuable info and insight 46http://www.flickr.com/photos/oskay/343867549/in/set-72157594321212027
  62. 62. #ncsrmr @radiofreegeorgyProcess• Connect disparate audiences in one space• Build meaningful connections• Reinforce your brand• Enable content discovery and creation• Communicate, respond and engage in real-time• Gain valuable info and insight 47
  63. 63. Madison Area California State #ncsrmr @radiofreegeorgy Technical CollegePlanning University - East Bay http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 48
  64. 64. Publishing 49 http://www.flickr.com/photos/seattlemunicipalarchives/4112145071
  65. 65. #ncsrmr @radiofreegeorgy Planning Think twice, publish once “ Finding great content can involve serendipity, but it involves looking in the first place. - Tim Nekritz http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 50http://www.flickr.com/photos/mukluk/174688752/
  66. 66. #ncsrmr @radiofreegeorgyPublishing Editorial calendar 51
  67. 67. #ncsrmr @radiofreegeorgyPublishing Editorial calendar(Also reinforces cross-channel publishing) 52
  68. 68. #ncsrmr @radiofreegeorgyPublishing • Ensure consistency across channels and despite turnoverStyle guide • Tie to brand guidelines • Image/avatar/visual standards • Hashtag and naming conventions 53
  69. 69. #ncsrmr @radiofreegeorgyPublishing Voice and Tone • Contrasting values (“we’re X but not Y; we’re savvy, but not hipster.”Style guide • Determine the personality of your brand on social media • Active voice; no jargon; be inclusive 54
  70. 70. #ncsrmr @radiofreegeorgy Scheduling posts Planning Think twice, publish once • IFTTT “ • Buffer • Timely Finding great content can involve serendipity, but it Considerations looking in the first place. involves • Context - Tim Nekritz • Real-time http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ • Platform specifics 55http://www.flickr.com/photos/mukluk/174688752/ http://www.flickr.com/photos/bradmontgomery/6818868037/
  71. 71. Listening 56http://www.flickr.com/photos/taylar/3460980819/
  72. 72. #ncsrmr @radiofreegeorgyPublishing “ Finding great content can involve serendipity, but it involves looking in the first place. - Tim Nekritz http://insidetimshead.wordpress.com/2012/01/09/seek- and-ye-shall-find-thoughts-on-content-and-serendipity/ 57
  73. 73. #ncsrmr @radiofreegeorgyProcess Overview of content curation: 1. Listening/discovery framework 2. Editorial sensibilities 3. Brand-adjacent content 4. Context 5. Real-time workflow 6. Community 7. Ethics 58
  74. 74. #ncsrmr @radiofreegeorgyProcess Overview of content curation: 1.Listening/discovery framework 2.Editorial sensibilities 3.Brand-adjacent content 4.Context 5.Real-time workflow 6.Community 7.Ethics 59
  75. 75. • It should be user-generated content (for example, YouTube videos, blog posts, Twitter accounts, etc.). While a media hit may be included in a Jumble post, it should not be the core around which the post is built.• Always cite sources and credit appropriately ◦ Many YouTube videos – say, shot at a cappella concerts – are hard to cite as “John Smith, E11, filmed the Bubs singing this song” – use your judgment as to where citation and credit is required.• Discovering that a Tufts entity (e.g. department, student group) is on Facebook, Twitter or has a blog is enough for a Jumble post, assuming their content on those channels is interesting and worthy of mention—consider citing a recent tweet or FB post ◦ When posting about blogs, reference the subject matter of a recent post and include a quoted excerpt using the <blockquote> function in Wordpress.• Students, alums, faculty and staff who created the content (not necessarily everyone mentioned or appearing in the content) should ideally be able to be identified by name (by which we can then learn years, titles, etc.) ...• Student groups should be identifiable (e.g. which a cappella group is featured in the video) ◦ This is so we can add the appropriate context of linking to their website, Facebook page, etc.• Content should be recent (e.g. not video from an a cappella concert last fall)• If we are unsure of the connection to the university, or the connection is tenuous, do not post• Review content thoroughly (most specifically, watch videos through to the end) to be sure there is nothing unfavorable (e.g. explicit language, alcohol, nudity, etc.). If foul language is gratuitous, the content may be excluded. But if it seems appropriate (e.g. student film), use your judgment.
  76. 76. Publishing 61
  77. 77. #ncsrmr @radiofreegeorgyPublishing 62
  78. 78. #ncsrmr @radiofreegeorgy Planning “ Finding great content can involve serendipity, but it involves looking in the first place. - Tim Nekritz http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 63http://www.flickr.com/photos/cogdog/7423881070/
  79. 79. Measurement 64 http://www.flickr.com/photos/cheryldudley/3633002627/ http://www.flickr.com/photos/chefranden/390872656/
  80. 80. #ncsrmr @radiofreegeorgyPlanning http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 65
  81. 81. #ncsrmr @radiofreegeorgyPlanning http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 66
  82. 82. #ncsrmr @radiofreegeorgyPlanning NOOOOOOOOOOOOO! http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ 66
  83. 83. Valueovervolume.Qualityoverquantity. 67 http://www.flickr.com/photos/cheryldudley/3633002627/ http://www.flickr.com/photos/orinrobertjohn/2911248047/ http://www.flickr.com/photos/ollesvensson/4252196844/
  84. 84. 68http://www.flickr.com/photos/cheryldudley/3633002627/ http://www.flickr.com/photos/ollesvensson/4252196844/
  85. 85. • Put numbersin context• Pick stats thatmatter to you• Measure overtime. Look forpatterns.• Validatequalitativeanalysis 69 http://www.flickr.com/photos/cheryldudley/3633002627/ http://www.flickr.com/photos/ollesvensson/4252196844/
  86. 86. 70http://www.flickr.com/photos/cheryldudley/3633002627/http://www.flickr.com/photos/orinrobertjohn/2911248047/ http://www.flickr.com/photos/ollesvensson/4252196844/
  87. 87. 71http://www.flickr.com/photos/cheryldudley/3633002627/http://www.flickr.com/photos/orinrobertjohn/2911248047/ http://www.flickr.com/photos/ollesvensson/4252196844/
  88. 88. #ncsrmr @radiofreegeorgyMeasurement Internal considerations • Distribution of brand messages • School representation • Content types 72
  89. 89. #ncsrmr @radiofreegeorgyPlanning Plan Plan Create Create Analyze Analyze Publish Publish Measure http://insidetimshead.wordpress.com/2012/01/09/seek-and-ye-shall-find-thoughts-on-content-and-serendipity/ Measure Promote Promote 73
  90. 90. #ncsrmr @radiofreegeorgyPlanning www.meetcontent.com @meetcontent 74
  91. 91. #ncsrmr @radiofreegeorgyPlanning www.meetcontent.com @meetcontent 74
  92. 92. Thank you! Questions?www.takethecrosstown.com@radiofreegeorgy / @crosstowncomm

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