EMBRACING NEW MEDIA AND CONTENT DEVELOPMENT…and becoming a blogger
57182 - Rethinking media
By Sarah Creelman (1118-4470)
Today’s discussion
• product, positioning and performance
• Content & STRATEGY
• Promotion
• Parting thoughts…
“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
Avoiding digital darwinism
Introducing conversation
by design
Infographic here
“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”
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
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
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?
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
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…
promotion
Performance analysis What worked: • Twitter was a
powerful short-term amplifier
• Linked in delivered a stronger long-tail result
• Experimenting with all sorts of content
What was learned: • It’s really
challenging building a community and audience!
• First video potentially too long – 30 mins
• Need for earlier-stage content promotion
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
Any questions?
Thank you!
Sarah Creelman @screelman
