This presentation was written by Kelley Brown, Director of Social Media, BP America. Kelley was invited to present as a keynote speaker for the inaugural Energy Digital Summit in June 2014.

1. Content Creation in Social Media
Kelley Brown, Director of Social Media, BP America
June 10, 2014

2. 1. aimed at an audience
2. matched to a platform
3. triggered by an event
4. aligned with a business objective
5. represents the brand
The Elements of Good Content
2Credit: Percolate

3. 1. aimed at an audience
2. matched to a platform
3. triggered by an event
4. aligned with a business objective
5. represents the brand
The Elements of Good Content
3Credit: Percolate

4. Audience
4

5. Aligning content to an audience
5

6. 1. aimed at an audience
2. matched to a platform
3. triggered by an event
4. aligned with a business objective
5. represents the brand
The Elements of Good Content
6Credit: Percolate

7. Platforms
7

8. 1. aimed at an audience
2. matched to a platform
3. triggered by an event
4. aligned with a business objective
5. represents the brand
The Elements of Good Content
8Credit: Percolate

9. External or Internal Force
9
Conversation
Trends
Audience
Interests
Business
Priorities

10. Event triggers
10

11. 1. aimed at an audience
2. matched to a platform
3. triggered by an event
4. aligned with a business objective
5. represents the brand
The Elements of Good Content
11Credit: Percolate

12. 12
Objectives
Business
Objective
Communications
Objective
Content
Objective

13. Content Objectives
13

14. 1. aimed at an audience
2. matched to a platform
3. triggered by an event
4. aligned with a business objective
5. represents the brand
The Elements of Good Content
14Credit: Percolate

15. Bringing it all together
15
https://www.youtube.com/
watch?v=cq8ENrkh5Aw

16. Creating good content requires…
16
Listening Planning Creating Responding
Optimize & iterate

17. 17
Listening
• Ask questions
• Analyze trends
• Internal Awareness

18. Listening in action
18

19. Listening in action
19

20. 20
Planning
• Calendar
• The unplanned
• Balance

21. Planning in action
21

22. 22
Content
• Co-creation
• Care/Share
• Variety

23. Content in action
23

24. Content in action
24

25. 25
Response
• Resources
• Protocol
• Voice

26. Response in action
26

27. Optimize and iterate
27
Listening Planning Creating Responding
Optimize & iterate

28. 28
Join the conversation