Community managers are divided into two tiers with different content creation requirements. Tier 1 managers must submit 15 photos and 2 videos per month along with planning and executing 5 live social media events. Tier 2 managers must submit 10 photos and 1 video monthly along with 2 live events. The document provides training on using GoPro equipment and apps and guidelines for high quality athlete content creation, including tips for photography, videography, and acceptable content themes and formats.

1. COMMUNITY MANAGERS
CONTENT KITS

2. CONTENT KITS – WHAT’S INSIDE
• Point and shoot camera
• GoPro Hero 6
• 2 SD cards
• GoPro Karma Gimbal
• iPhone Gimbal
TIER 1 (STEPHANIE GARDNER & RYAN LASSEN)
• GoPro Hero 6
• 2 SD cards
• GoPro Karma Gimbal
• iPhone Gimbal
TIER 2 (BRYAN COOK, ESTHER KENDALL, BILLY ASBEL)

3. DELIVERABLES
Requirements TIER 1 TIER 2
GoPro training Yes Yes
# of photo content
submitted monthly
15 10
# of video content
submitted monthly
2 1
Plan & execute live
social coverage
5 events 2 events

4. GoProYOUR SWEET NEW GOPRO

5. GOPRO TRAINING – GOPRO APP
With the GoPro app, your latest footage moves to your phone and automatically transforms into a QuikStory—an awesome video with effects and
music. You can also use the app to control your GoPro, check out your shots and create short clips. Then share your favorite moments to
Instagram, Facebook and more.(DOWNLOAD)
GoPro

6. GOPRO TRAINING – QUIKSTORIES
Create awesome videos with just a few taps. Choose your favorite photos and video clips then let Quik work its magic. In seconds, it finds great
moments, adds beautiful transitions and effects, and syncs everything to the beat of the music. You can customize your story with text, music
and more then easily share it with friends. Editing has never been this fast—or this fun.(DOWNLOAD)
GoPro

7. GOPRO TRAINING – SPLICE
Simple yet powerful, Splice makes it easy to create fully customized, professional-looking videos on your iPhone or iPad. Imagine the
performance of a desktop editor, optimized for your mobile device. Just tap to trim clips, adjust transitions, add slow motion effects and more to
create beautiful videos you’ll love to share. It’s never been easier to edit like a pro on the go. (DOWNLOAD)
GoPro

8. GOPRO TRAINING
1. Download GoPro, Splice, and Quikstories apps to desktop, phone
and iPad
2. Watch tutorial videos
1. GoPro App (formally called Capture) https://www.youtube.com/watch?v=7qAMU7lxl6w
2. Quikstories: https://www.youtube.com/watch?v=fgUQkTLkFNA
3. Spliace: https://www.youtube.com/watch?v=xhLntc_jZsg
4. Abe Kislevitz (works at GoPro) has great tutorials: http://abekislevitz.com/?catid=5
3. Practice! GoPro’s unique fisheye lens will shoot differently than a regular camera. Best way to get good at GoPro is
practicing.
WHAT YOU NEED TO DO:
GoPro

9. VIDEO CONTENT
• 30-60 seconds
• Salomon Content Pillars (see wheel slide in appendix)
• Product – aligned with brand calendar (appendix)
• See tips in appendix 3
WHAT ARE WE LOOKING FOR? HOW TO SUBMIT CONTENT?
• Upload through your folder on dropbox
• https://www.dropbox.com/sh/peevd168kt4tslf/AAAG2tTZ6r
vS9IGe7-h9vGh_a?dl=0 (bookmark it!)
EVENT COVERAGE
PRODUCT PORN
PLAYGROUND
VIDEO
Click to play
Click to play
Click to play

10. PHOTO CONTENT
• Salomon Content Pillars (see appendix)
• Product – aligned with brand calendar (see appendix)
• Align with what ambassadors are asked to create (follow
ReadyPulse campaigns)
WHAT ARE WE LOOKING FOR?
HOW TO SUBMIT CONTENT?
• Upload through the CM ReadyPulse campaign (insert link to
campaign here)
• When posting on your social, use #timetoplay &
#SalomonSquad + any product-specific hashtags
PHOTO

11. LIVE EVENT COVERAGE
1. Identify events that are “live worthy”
• (5 events for tier 1, 2 events for tier 2)
2. Fill out brief here and submit to Megan Porteous
3. Execute if approved
WHAT ARE WE LOOKING FOR?
WHAT MAKES AN EVENT
“LIVE WORTHY”?
• High profile race w/ large participation (i.e. Way Too Cool 50k)
• Exclusive/behind the scenes access
• Athlete event (i.e. Emelie goes to Boulder for book signing)
LIVE
EVENTS
Click to playClick to play

12. APPENDIX 1 – CONTENT PILLARS

13. CONTENT
STRATEGY
CONTENT PILLARS
Thisis where we capturetheessence of
themountainandshowhowwehavefunwith
it.Everything we do here showsthe
playfulness of the brand - whether we
climb it, run it or ski it…we have fun
on it.
You can’t bore people into buying your
product, sotalk about the latest and
greatest products in unique ways by
showingofftheirdesign/featuresin a way
people can relate to
Theseare the peopleatthe forefront
ofsport.Theyare who we look
up to, but they are also the guy
next door
Thisis where we humanise
Salomonand break down
the walls to show how
employees live the brand
We’ll encourage fans to share the fun they
have taking on the mountain. Celebrate and
acknowledgethe great content created by
fans

14. CONTENT STRATEGY
CONTENT PILLARS
ATHLETE STORIES
WHATIS IT
Whether it’s setting a personal best, winning a race, or completing
a passion project, we lift the lid on our world class athletes and
show the person behind the performance.
OBJECTIVE
Todemonstrate Salomon as multi-sport specialist and to drive fans
to discover more on Salomon TVor theADC blog.
WHEREIT EXISTS
Facebook: full video edits, photo
Instagram: Story-edits only, photo
HOWWE MEASURE IT
View/Click Through Rate
Interactions

15. CONTENT STRATEGY
CONTENT PILLARS
PRODUCT PORN
WHATIS IT
Thisis where athletes and ambassadors (and fans) capture how
they useour products in the wild. Theshotsare taken inaction and
from unique angles in a way that people can relate to.
OBJECTIVE
Highlight the product-in-use alongside its benefits and features
driving fans to find out more on salomon.com.
WHEREIT EXISTS
Facebook: Embedded FBShop to drive salesto .com, polls
Instagram: Stories using “swipe up” to redirect fans to. com, polls
HOWWE MEASURE IT
Click Through Rate
Interactions

16. CONTENT STRATEGY
CONTENT PILLARS
HEART& SOUL
WHATIS IT
This is where we humanise Salomon and break down the walls to
show the passion brand, from the guys who design the product to
those who make the products.
OBJECTIVE
Show the emotional side of the brand and demonstrate what makes
Salomon products and people different.
WHEREITEXISTS
Facebook: Link posts to ADC, video
Twitter: Link posts to ADC
Instagram: Stories
HOWWE MEASURE IT
View/Click Through Rate
Interactions

17. CONTENT STRATEGY
CONTENT PILLARS
PLAYGROUND
WHATIS IT
It’s all about having fun on the mountain and sharing inspiring
images of those enjoying nature’s playground, with a focus on
people in action.
OBJECTIVE
Brand building and awareness of #TimeToPlay
WHEREIT EXISTS
Facebook: photo, video, GIF, polls
Instagram: photo, video, story, polls
HOWWE MEASURE IT
Interactions
Comments answering to the copy CTA
Engagement with Instagram Polls…

18. CONTENT STRATEGY
CONTENT PILLARS
COMMUNITY LOVE
WHATIS IT
Thisis where we shine a light on our community and their love of
Salomon and adventures on the mountain.
OBJECTIVE
Inspire conversations with, and between, fans, connecting them to
athletes and prompt sharing of content.
WHEREIT EXISTS
Twitter: photo
Facebook: photo
Instagram: photo, story
HOWWE MEASURE IT
Interactions
UGC submissions

19. APPENDIX 2 – BRAND CALENDAR

21. APPENDIX 3 – IMAGE & VIDEO GUIDELINES

22. ATHLETE CONTENT
PHOTOGRAPHY

23. PHOTOGRAPHY
Whether you’re using a phone or a DSLR camera, here are a few tips and tricks to help improve
your photography!

24. PHOTOGRAPHY
• Rule of Thirds
• Lighting
• Positioning
• Framing
• Camera settings
TIPS AND TRICKS

25. Rule of thirds is a system of lines that point out areas
on an image where people ayes are typically drawn
to.
These lines can be applied by going into your
camera settings.
RULE OF THIRDS
PHOTOGRAPHY

26. Rule of thirds is a system of lines that point out areas
on an image where people ayes are typically drawn
to.
These points are where you should place your
subject.
RULE OF THIRDS
PHOTOGRAPHY

27. Rule of thirds is a system of lines that point out areas
on an image where people ayes are typically drawn
to.
These points are where you should place your
subject.
RULE OF THIRDS
PHOTOGRAPHY

28. Rule of thirds is a system of lines that point out areas
on an image where people ayes are typically drawn
to.
These points are where you should place your
subject.
RULE OF THIRDS
PHOTOGRAPHY

29. Rule of thirds is a system of lines that point out areas
on an image where people ayes are typically drawn
to.
These points are where you should place your
subject.
RULE OF THIRDS
PHOTOGRAPHY

30. Rule of thirds is a system of lines that point out areas
on an image where people ayes are typically drawn
to.
These points are where you should place your
subject.
RULE OF THIRDS
PHOTOGRAPHY

31. Rule of thirds is a system of lines that point out areas
on an image where people ayes are typically drawn
to.
These points are where you should place your
subject.
RULE OF THIRDS
PHOTOGRAPHY

32. The best lighting will be 1 hour before sunrise and 1
hour before sunset.
• Blue Hour is 1 hour before sunrise
LIGHTING
PHOTOGRAPHY

33. The best lighting will be 1 hour before sunrise and 1
hour before sunset.
• Blue Hour is 1 hour before sunrise
• Golden Hour is 1 hour before sunset
LIGHTING
PHOTOGRAPHY

34. Try to give the viewer a new perspective. Typically
low shots like this one create a compelling and eye
catching image.
POSITIONING
PHOTOGRAPHY

35. Try to give the viewer a new perspective. Typically
low shots like this one create a compelling and eye
catching image.
Try shooting from the hip. The slightest drop in
camera position can make a big difference.
POSITIONING
PHOTOGRAPHY

36. PHOTOGRAPHY
• By using the rule of thirds technique you can line
objects on the side of your subject to frame them
in the center of the photo
FRAMING

37. PHOTOGRAPHY
• By using the rule of thirds technique you can line
objects on the side of your subject to frame them
in the center of the photo
FRAMING
You can see that the photographer used the trees to
frame in the three runners.

38. PHOTOGRAPHY
• Rule of thirds grid
• Allows you to get the right
framing.
CAMERA SETTINGS

39. PHOTOGRAPHY
• Rule of thirds grid
• Allows you to get the right
framing.
• Timer
• By using the timer on your phone
you can get shots like this. Set
your phone up by using some
rocks and use the 10sec timer.
CAMERA SETTINGS

40. PHOTOGRAPHY
• Rule of thirds grid
• Allows you to get the right
framing.
• Timer
• By using the timer on your phone
you can get shots like this. Set
your phone up by using some
rocks and use the 10sec timer.
• Burst Mode
• Don’t miss a shot by using burst
mode!
CAMERA SETTINGS

41. PHOTOGRAPHY
• Framing/Rule of thirds
• Lighting
• Camera positioning
• Camera settings
ELEMENTS OF A GREAT PHOTO

42. CONTENT CREATION
GUIDELINES
PHOTOGRAPHY
PHOTOGRAPHY5TOPTIPS
1.Aim for the simplest shapes/composition
2.Plan to show us something we haven’t seen before (e.g.. Find a unique viewpoint)
3.Single minded reason for the shot (e.g.. scenery or action, not both)
4.Plan orientation of photo to match your social platform
5.Good mobile photos take planning – plan your day and viewpoint to take
advantage best parts of the day and avoid backlight

43. Adaywith..Before,duringandafterBehindthescenesatevents
Stunts/tricks
CONTENT CREATION
GUIDELINES
SHORT-FORM VIDEO
SHORT-FORM VIDEO

44. CONTENT CREATION
GUIDELINES
SHORT-FORM VIDEO
SHORT-FORM VIDEO5TOPTIPS
1.Up to 30 seconds is ideal length
2.Usequick cut edits to show only the best bits of video
3.Plan a video to tell single-minded story and plan a start, middle and end
4.Needs to work without sound for most social platforms
5.Always shoot landscape with the exception for Instagram Stories. They work
best in portrait format.

45. Memesandpop-culture(playing)
Playingandnatureasplayground
UniquenatureProductin situ
Stuntsandouttakes
CONTENT CREATION
GUIDELINES
SHORT-FORM VIDEO
GIFS
Faceswithgreatexpressions

46. CONTENT CREATION
GUIDELINES
SHORT-FORM VIDEO
GIFS5TOPTIPS
1.GIFS are best used to show humour, creative ideas or small snippet outtakes
2.Show us something we haven’t seen before. (e.g.. a unique viewpoint or
event)
3.Maximum size of a GIF is 5M – that’s small, so make what you shoot count
4.Plan the orientation and proportions of your GIF to the platform you’re
posting it on (i.e.. landscape for Twitter)
5.Remember, GIFS can be mini videos or lots of photos in a series (aka stop
motion)

47. Stagedshotsandunskilled
running
Negativeemotions
Blandnessandrepetitivecontent Elitenessand aggressive
competition
Badbacklitphotos
CONTENT CREATION
GUIDELINES
WHAT TO AVOID