How social content powers responsive design websites?

Toni Hopponen CEO of Flockler @tonihopponen

Flockler publishing platform enables to create editorial and curate social content. !

Social websites are optimised for mobile, tablet and desktop

We share our life online, every single day

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

People become brand publishers.

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

Budget goes to an increasing number of social channels

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.

How social is integrated to websites today?

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

Three examples how social content powers responsive

design websites

#BEGINNER: !

Ask your employees to create content on social channels and pull automatically to your website

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.

#ADVANCED: !

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

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.

#PRO: !

Social-first publishing. Create unique and tailored content to social channels and then gather to your responsive design website.

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.

Content creation

Use social media management tools to distribute on social channels

Traditional flow of publishing:

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

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

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.

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

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:

Thanks!

Say hello @tonihopponen