Starting out firstly as a postgrad study project, Conversation by Design has quickly become the home for Sarah Creelman's thoughts, insights and musings on the ever changing world of PR, pop culture and digital communications.

1. EMBRACING NEW MEDIA AND CONTENT
DEVELOPMENT…and becoming a blogger
57182 - Rethinking media
By Sarah Creelman (1118-4470)

2. Today’s discussion
• product, positioning and
performance
• Content & STRATEGY
• Promotion
• Parting thoughts…

3. Avoiding digital darwinism
“Living digital is Not just about getting into
social or getting a blog, the whole philosophy
has changed to an idea of relentless giving”
- @briansolis, altimiter group

4. Introducing
conversation
by design

5. Infographic here

6. “Blogging today is all about connecting and
engaging with real and growing audiences; sharing
stories and ideas and generating discussion and
two-way interaction on and offline.
Most of all, it’s about building and fostering a
genuine community of fans, followers, supporters,
enthusiasts and advocates of the blogger’s brand,
of who they are and what they stand for”
- @trevoryoung, PR Warrior and author of
“microdomination”

7. Content & Strategy
• objective: demonstrate thought leadership
and new ideas in the areas of social and
digital media for the comms professional
• Strategy: Develop a social platform that
delivers a depth and breadth of Social/
Digital discussion that builds community,
encourages discussion and content sharing

8. Conversation by design –
Content framework
Conversation by Design
About Us
Contact
Us
PR &
Digital
Musings
#pr
hangouts
Pop
Culture
The Pool
Room
Off Topic
Work/
life
Tech
Video
Games

9. Content highlights
• #PRHangouts, conducted via Google hangouts
and published on youtube
– Andres Lopez Varela, content services director,
weber shandwick
– Matthew gain, general manager, edelman sydney
• Investigation into hybrid media power players
– House of cards: is netflix the new model for tv
entertainment
– Orange is the new black: can the medium determine
the success of the message?

10. Adopting multimedia publishing
strategies
• Social elements as content:
– Recorded and embedded google hangouts
– original video content (TL;DW?)
– Inclusions of embedded tweets as quotes
– Content rich with hyperlinks to
relevant/sourced content
– Interactive discussion in comments

11. Promotion & community
building
• Personal social media profiles
– Twitter
– LinkedIn
– Facebook
• Linked in groups – Our class group and
relevant industry spaces
• Direct requests – email and in person!
• …considered adwords investments…

12. promotion

13. Performance analysis
What worked:
What was learned:
• Twitter was a
powerful shortterm amplifier
• Linked in delivered
a stronger longtail result
• Experimenting with
all sorts of
content
• It’s really
challenging building
a community and
audience!
• First video
potentially too
long – 30 mins
• Need for earlierstage content
promotion

14. Parting thoughts
• There’s a lot that goes into making a
successful blog
• Experienced the pros (and challenges) of
citizen journalism + content creation
• Earned vs owned vs paid audience – best way to
kick start?
• I’m now a blogger
– Upcoming hangouts with FB Comms Head, RSPCA
Comms Lead, H&K’s corp comms director in bangkok
– Industry news and events
– Blog profiles and industry marketing

15. Any questions?
Thank you!
Sarah Creelman @screelman