#smabuja: Content Strategy for Social Media

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Presentation given at the conference "Social Media and 21st Century Journalism" in Abuja, Nigeria in February 2013.

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#smabuja: Content Strategy for Social Media

  1. 1. Join the conversation on Twitter by using #smabuja
  2. 2. Content Strategyon social media Daniel Ord Rasmussen Twitter: @danielord http://www.flickr.com/photos/teliko82/1413284133/sizes/l/in/photostream/
  3. 3. Competency development BusinessConcepts development
  4. 4. I’d like to talkabout how to engage your audience via social media
  5. 5. The State of Things
  6. 6. Digital native?
  7. 7. FDIM 2011
  8. 8. Some young people consume 44 hours of media content per day Danish Institute for Future Scienceshttp://www.flickr.com/photos/boedker/2395242333/sizes/l/in/photostream/
  9. 9. Fx TV og surfing har ikke netadgang aldrig månedligt ugentligt dagligt DR Medieudviklingen 2011 http://www.dr.dk/NR/rdonlyres/D0F84992-F0E6-4107-A2B2-72B6F35B42D4/3471656/medieudv2011_download.pdf
  10. 10. 64 % create content that they share with other Pew Internet Research Young people see knowledge as something that should be shared Older people see it as something to be safe-guarded http://www.flickr.com/photos/theunquietlibrary/4525585087/sizes/l/in/photostream/
  11. 11. “65 % of children who start in school today will end up in jobs that don’t exist yet” - Cathy Davidson, scientest and author of “Now You See It” http://www.flickr.com/photos/disaster_area/2372026026/sizes/o/in/photostream/
  12. 12. Young people have a different “adoption curve”They are used to collaboration and learn fast because of it The Big Shift, John Hagel, John Seely Brown, Lang Davison
  13. 13. FDIM 2011
  14. 14. Social media vs.“the old internet”
  15. 15. Your website is your store http://www.flickr.com/photos/mujitra/5690233956/sizes/l/in/photostream/
  16. 16. Newsletters and banner ads are your shop window http://www.flickr.com/photos/mediawench/3399314565/sizes/l/in/photostream/
  17. 17. Social Media is a coffe shop People talk about you -even when you’re not therehttp://www.flickr.com/photos/weiwei/2955167782/sizes/l/in/photostream/
  18. 18. We trust our friends http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/
  19. 19. “We are now an audience with an audience” - Brian Solis, web marketing hotshot
  20. 20. So what do we do with that audience? http://techcrunch.com/2012/01/12/amazon-kindle-owners-are-borrowing-nearly-300000-electronic-books-a-month/
  21. 21. Who here is on Facebook privately? Hands up!
  22. 22. Who here is on Facebookprofessionally? Hands up!
  23. 23. How about Twitter?
  24. 24. Google+?
  25. 25. LinkedIn?
  26. 26. Where are you now?Where are you moving?
  27. 27. Ok, so I need to be on Facebook.Then what? How?
  28. 28. Content Strategy
  29. 29. David Armano
  30. 30. Few companies have reacherInexperience this stage companies More experienced companies David Armano
  31. 31. What can I do with Social Media? Listen Market Motivate Co-create Li & Bernoff: Groundswell
  32. 32. What can I do with Social Media? Listen Market Service Motivate Co-create Li & Bernoff: Groundswell
  33. 33. What can I do with Social Media? Listen Market “Salg” Motivate Co-create Li & Bernoff: Groundswell
  34. 34. Social media is many things http://learningtolead.edublogs.org/files/2010/05/Web-20-Collage-v2-by-nickrate.jpg
  35. 35. Social media is many thingsThe digital media landscape is an overlapping mix ofpaid, owned and earned media - and it’s growing http://www.zubiad.com/blog/wp-content/uploads/2011/08/Facebook-Collage.jpg
  36. 36. DIGITAL PROPERTIES WEBSITESCUSTOM  BUILT  PORTALS INTRANET/INTERNET   MEDIA OWNED proper0es EARNE D media
  37. 37. DIGITAL RICH  MEDIA  INDHOLD   PROPERTIES ADVERTISING WEBSITES BANNERSCUSTOM  BUILT  PORTALS DISPLAY-­‐ADS INTRANET/INTERNET   SPONSORSHIPS MEDIA OWNED PAID     proper0es media
  38. 38. DIGITAL RICH  MEDIA  INDHOLD   PROPERTIES ADVERTISING WEBSITES BANNERSCUSTOM  BUILT  PORTALS DISPLAY-­‐ADS INTRANET/INTERNET   SPONSORSHIPS MEDIA OWNED PAID     proper0es media PARTNERSHIPS INFLUENCER  NETWORKS BRANDED  CONTENT NICHE-­‐PLATFORMS SOCIAL EARNED plaCorms media     Kilde: David Armarno
  39. 39. DIGITAL RICH  MEDIA  INDHOLD   PROPERTIES ADVERTISING WEBSITES BANNERSCUSTOM  BUILT  PORTALS DISPLAY-­‐ADS INTRANET/INTERNET   SPONSORSHIPS MEDIA OWNED PAID     proper0es media AMBASSADER PARTNERSHIPS INFLUENCER  NETWORKS BRANDED  CONTENT NICHE-­‐PLATFORMS SOCIAL EARNED OUTPOSTS plaCorms media FORUMS     BLOGS “BUZZ” INFLUENCER  ENGAGEMENT     Kilde: David Armarno
  40. 40. The Process
  41. 41. Understanding the user Target audience Technology Purpose Goal Succes parametersEvaluationEvaluation of succesparameteresEvaluation of participation Content Concepts Planning Internal prioritising Platforms Excecution Daily work Dialogue Participation
  42. 42. Understanding the user Target audience Technology Purpose Goal Succes parametersEvaluationEvaluation of succesparameteresEvaluation of participation Content Concepts Planning Internal prioritising Platforms Excecution Daily work Dialogue Participation
  43. 43. Understanding the user
  44. 44. Case: ScooterTV
  45. 45. Go niche- it will always be better 10 % 90 %
  46. 46. Work with communities of interest- what will your audience rally around? http://www.thehobbithole.co.uk/poster%20pics/hight154.jpg
  47. 47. Who is your targetaudience?
  48. 48. Persondata Personal data Work? “I like your content when...” Age? Importance “I don’t like it when...” What is important in this person’s life? Value What value will people get out of meeting you on social media? Touch Points When / where does this person meets your company?
  49. 49. Value proposition
  50. 50. Understanding the user Target audience Technology Purpose Goal Succes parametersEvaluationEvaluation of succesparameteresEvaluation of participation Content Concepts Planning Internal prioritising Platforms Excecution Daily work Dialogue Participation
  51. 51. 2 important questions1. What is our goal?2. What is the goal of our users?
  52. 52. Why do we want to be on social media?1. Understand our audience better (Listen)2. Make people aware of out produkt (Market)3. Build loyalty (motivate)4. Make possible help and support (facilitate)5. Create new content (co-create)
  53. 53. How do measure succes om social media? - Criteria - The right data
  54. 54. Social media SalesSocial media won’t sell anything for you directly - but itmight lead people to a place, where you can sell things toyour audience
  55. 55. Examples of Goals1) Learn about your target audience2) Get positive engagement from audience, developambassador corps3) Generate positive brand feedback on Facebook-page4) Development of community manager skills in-house
  56. 56. Tips for measuring1. This takes time! Let it run its course.2. Have realistic goals.
  57. 57. Important: It’snot aboutnumber of fansFacebook usesalgorithms to measure“value” on a page fromuser feedback: Likes,comments, unlikes etc.Not number of fans.
  58. 58. Collect the right dataQualitativeCollect user interaction showing desired resultLog influencial, loyal usersQuantativeIs the number of fans rising organically?New comments on old content?Number of shares retweets etc.?Amount of user gen. content?
  59. 59. Understanding the user Target audience Technology Purpose Goal Succes parametersEvaluationEvaluation of succesparameteresEvaluation of participation Content Concepts Planning Internal prioritising Platforms Excecution Daily work Dialogue Participation
  60. 60. Content planningHow to create engaging content
  61. 61. Content Calendars
  62. 62. We have atendency tofocus on the tool http://www.flickr.com/photos/39718079@N00/261054170/sizes/l/in/photostream/
  63. 63. And forget it’s aboutpeople
  64. 64. TekstContent creates attention, nottechnology and tools
  65. 65. People on social media showwho they are by sharing
  66. 66. There is noquick fix.
  67. 67. “Content is not a feature. It is a complex,ever-evolving, intricate body of informationthat requires ongoing care and feeding. It’snot something you can check off on a listand be done with.”Kristina Halvorson, Content Strategy
  68. 68. Understanding the user Target audience Technology Purpose Goal Succes parametersEvaluationEvaluation of succesparameteresEvaluation of participation Content Concepts Planning Internal prioritising Platforms Excecution Daily work Dialogue Participation
  69. 69. ParticipationEngage your audiencein you content
  70. 70. To engange other, youmust engage yourself
  71. 71. ParticipationhooksEmpathy for theusersAknowledgementof their responseAuthenticity in allactions
  72. 72. Daily workMake time for it!Take notes about responses tocontentComment backResearch the work of others Job: Community Manager
  73. 73. Important things to noticeabout participation
  74. 74. The engagement pyramid 1 9 90
  75. 75. Levels of participationLow barrierBecoming a fan, followingMedium barrierLikingCommenting based on pre-defined optionsHigh barrierCommenting with no pre-defined optionsUploading photoVery high barrierUploading video
  76. 76. Get participationthrough personality- but PUBLICpersonality
  77. 77. Include people in “behind the scenes”http://www.flickr.com/photos/warzauwynn/5061444208/sizes/l/in/photostream/
  78. 78. Use theory of “broken windows” http://www.flickr.com/photos/chrisjones/12827874/sizes/l/in/photostream/
  79. 79. Help people to get startet http://www.flickr.com/photos/chrisjones/12827874/sizes/l/in/photostream/
  80. 80. Call to action http://www.flickr.com/photos/joaobelard/6255087961/sizes/o/in/photostream/
  81. 81. Community GuidelinesWhat are the rules in ourcommunity?Something to tellpeople, if they getbanned. http://www.flickr.com/photos/ell-r-brown/4206493945/sizes/l/in/photostream/
  82. 82. What are others doing?Get inspired.
  83. 83. Use seasons
  84. 84. Use eventsBefore, during and after
  85. 85. Use contentcategoriesPeopleProductsMessagesEventsNews
  86. 86. Understanding the user Target audience Technology Purpose Goal Succes parametersEvaluationEvaluation of succesparameteresEvaluation of participation Content Concepts Planning Internal prioritising Platforms Excecution Daily work Dialogue Participation
  87. 87. Want to know more?
  88. 88. Let’s talk!daniel@seismonaut.comTwitter: @danielord .com

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