Companies and their customers are increasingly publishing content on social media channels. However, this social content is often disconnected from companies' websites. There are three ways social content can power responsive design websites: 1) Have employees publish content on social media and automatically pull it to the website. 2) Ask customers to post reviews on social media and curate them on the website. 3) Create unique content for social media and then gather it to the responsive website. An example is a news site that publishes primarily on social media and then aggregates the content on its responsive website.

1. How social content powers
responsive design websites?
Toni Hopponen
CEO of Flockler
@tonihopponen

2. Flockler publishing platform
enables to create editorial and
curate social content.
!
Social websites are optimised
for mobile, tablet and desktop

4. We share our life online, every single day

5. 1,5 billion+ posts daily
on Twitter, Facebook and Instagram

6. People become brand publishers.

7. 7.52 billion USD
to social marketing in U.S. in 2014.
Estimated to increase to 17.34
billion USD in 2019 (Forrester).

8. Budget goes to an increasing number of social channels

9. May 2010, Ethan Marcotte coined the term
responsive web design(RWD)—and defined
it to mean fluid grid / flexible images /
media queries.
!
…Mashable called 2013 the Year of
Responsive Web Design.

10. How social is integrated to
websites today?

14. Companies, their employees and their customers publish content in an increasing number
of social channels, but social content is disconnected from websites

15. Three examples how social
content powers responsive
design websites

16. #BEGINNER:
!
Ask your employees to create
content on social channels and pull
automatically to your website

17. Initiative’s employees create case
studies and blogs, and publish
content instantly via social channels
like Instagram and Twitter.
!
Using specific hashtags employees
are able to post content from
events, client meetings etc. using
their mobile phones and social
channels.
!
As a result the content is shared on
social channels to employee’s
network and the company
homepage feels fresh and updated.

18. #ADVANCED:
!
Ask your customers to share
product and service reviews and
their experiences on social channels.
Curate and publish to responsive
design website.

19. Holiday Club is asking their customers to post reviews on social channels using
specific hashtag and automatically gather and categorise social customer
reviews to their site. Reviews are integrated to booking pages.

20. #PRO:
!
Social-first publishing. Create unique
and tailored content to social
channels and then gather to your
responsive design website.

21. YLE is Finland’s National
Broadcasting Company
(cf. BBC).
!
YLE Kioski was launched in
January 2015. The concept
is to publish social and
mobile-first news site.
!
Most of the content is either
first published on social
media by YLE Kioski’s
editorial team or curated
from social channels.

22. Content
creation
Use social media
management
tools to
distribute on
social channels
Traditional flow of publishing:

23. Create tailored
and unique
content to social
YLE Kioski’s flow of publishing:
Gather own social
content to site,
curate relevant
content from
others and add
long-form editorial
stories.
Use social
management
and listening
tools to engage
with users on
social channels

24. Janne from Finland wanted to show what
it is like to live with HIV-related stigma and
at the same time raise awareness of HIV.
!
YLE Kioski’s editorial team published the
video on YouTube.
!
https://www.youtube.com/watch?
v=KBylQxZMEjE

25. Video is in Finnish, but it became an international hit. So far 4.6
million views on YouTube. The population of Finland is 5.4 million.

26. YLE Kioski is an
experiment to move
from static news site to
social-first, responsive
design news site.

27. 1. Select social channels relevant to your audience
2. Create unique & tailored content to each channel
3. Build responsive design website to support different
content formats
4. Create editorial and curate the content from your
audience
5. Use social management & listening tools to engage
with your audience
#FTW:

28. Thanks!
Say hello @tonihopponen