social media + content production: how to effectively implement a content production plan at your...

Social Media + Content ProductionWhat You Need to Know to Implement Implement

an Effective Program at Your Institution

Kate BrodockExecutive Director of Digital & Social Media at Syracuse University

Founder & Chair of Other Side Group

Kate Brodock UCDA, 15 October 2012

A little about me….

http://mashable.com/author/kate-brodock/

http://blogs.forbes.com/womenintech

http://schedule.sxsw.com/2012/events/event_IAP11363

http://www.blogworldexpo.com/2011-la/conference/speakers/kate-brodock/

http://www.othersidegroup.com/

AGENDA

SOCIAL MEDIA and YOUR INSTITUTION

CONTENT PRODUCTION

CONTENT CREATION vs CONTENT CURATION

CREATING A CONTENT PLAN

DIGITALLY FRIENDLY CONTENT


SOCIAL MEDIA AND YOUR INSTITUTION

What is social media?

“We are living in an era of social transformation…where new business models and operating philosophies are replacing the old. This era is about a lot more than just media and marketing rather it is about understanding the new rules of the marketplace….the marketplace of people connected to everything and everyone because of technology.” – Jay Deragon, Relationship Economy


http://www.relationship-economy.com/2012/09/social-is-more-than-media/

Social Media Breakdown

The “Media”

• Social platforms• Video, photo, audio

(rich-media)• Content

The “Social”

• Bi- or Multi-directional• Conversation • Engagement• Listen• Trust• Transparency


What does this mean for our audience?

People are finding, learning about, engaging with and creating value in multiple ways, we can’t just promise it any more.


Common Social Media Tools


Some Functions of Social Media within Higher Ed

• Marketing & Branding• PR• Media• Sales, Prospecting, Outreach• Community Management• Customer Service• Media Relations• Internal Communications


SOCIAL MEDIA AND CONTENT PRODUCTION

Social Writing

“Content, primarily in written format, that is designed to be optimal for social sharing.”

• Goal 1: Create content that people want to share.• Goal 2: Create content that will work well once shared.

- Other Side Group, 2012


http://www.othersidegroup.com/2012/03/what-is-social-writing/

Brand Journalism

“Brand Journalism is when any organization….creates valuable information and shares it with the world.”

• Brand Journalism is not a product pitch. It is not an advertorial. It is not an egotistical spewing of gobbledygook-laden corporate drivel.

• Instead, Brand Journalism is the creation of Web content – videos, blogs posts, photos, charts, graphs, essays, eBooks, white papers – that deliver value to your marketplace and serve to position your organization as one worthy of doing business with.

- David Meerman Scott, 2009Kate Brodock UCDA, 15 October 2012

http://www.webinknow.com/2010/03/brand-journalism-.html



What is Content?

• Writing - blogging, eBooks, white papers• Photos• Audio clips• Video• Use-generated content• Third-party content – articles, videos, etc


Good Content Is…..

• Likeable• Influential• Useful• Relevant• Engaging• Action-inspiring• Interactive• Shareable


Content Production: How it works with your communications plan

Your goals may be:• Branding, promotion, outreach, media relations,

prospecting, alumni relations….

Content opens up new opportunities to reach new people….. have them reach you….. initiate conversation….. create more engaging experiences and two-way relationships…… have your “brand” shared with other networks……


Why start a content program?• Thought Leadership• Education• “Lead generation” (finding prospective

students, for instance)• Engagement and Community Building• Search-Engine Optimization (SEO)• Brand Awareness• Outreach• Media Relations

• Traditional methods are not sufficient, and you’re likely missing opportunities

• If you’re already in the social space, you need something to share and connect to people with, right?Kate Brodock UCDA, 15 October 2012

Why is creating a digital content program important?

People are consuming information in new ways. You need to keep up with them.

• Skimming• Video consumption• Visual stimulation



Your specific audiences are communicating in new ways. You need to meet them there.

• Current students• Prospective students• Tech savvy faculty, staff and alumni• Media and external parties


With the right content, you have the potential to reach more people.

• Social content• Valuable content people want to share• Search-engine optimized content (SEO)



People are getting bored or annoyed with straight “sales” tactics and traditional marketing, especially when they’re online. You need to give them a reason to re-engage.

• They want something valuable and useful.• If you can offer them that value, that’s a good thing!



CONTENT CREATION vs

CONTENT CURATION

Content Creation vs Content Curation

CONTENT CREATION• Original content created by your organization.

Beneficial for:• Demonstrating value directly• Thought Leadership• Giving deeper, more knowledgeable insight into your

brand• “Controlling the message”



CONTENT CURATION• Discovering, gathering, culling through and presenting

existing digital content that surrounds a specific subject matter.

• “Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme. The work involves, sifting, sorting, arranging, and publishing information.” – Beth Kanter, 2011

Beneficial for:• Supporting Thought Leadership• Quick pieces of content• Creating conversation


http://www.bethkanter.org/content-curation-101/




CONTENT CREATION +

CONTENT CURATION =

SWEET SPOT


CREATING A CONTENT PLAN

Your GoalsWhat overall institutional goals are you trying to achieve?

• Who’s your audience?• Why do you want to reach them?• What action do you want them to take?• What “business” goal do you want to accomplish?


Content ParametersWhat are the various topic areas that you’ll focus your content on? What boundaries can you put around your content? How do these parameters reflect on your brand?

• What are your organizational values or mission?• What problem do you solve for your customers?• Can you help them solve further problems?• Can you think more broadly about your product, service

or organization?• What part of your brand do you want your audience to

connect to?• Can you help your customers help their customers?


Content SourcesWhere do you already have existing content?

• Old photos and audio (archives?)• Un-organized video footage• Existing marketing copy• Testimonials• User-generated content• Internal communications• On-going phone or email exchanges


Content SourcesWhere can you get additional content?

• Enthusiastic students or alumni• Live events • Social media channels• Third-parties• User-generated content• Cross-campus partnerships


Example: Live Event


Content Quality Considerations

What type of quality guidelines do you want to have for your content?

• High-profile vs low(er)-profile events• When to use user-generated content• Professional vs non-professional options• Who’s the audience?

What purpose is content being used for?

• Marketing vs media relations• Informational vs engaging• What platforms will the content be going on?• Who’s the audience?


Branding and Voice ConsiderationsBranding

• How does this content fit into our brand message?• Does this content accurately represent our brand?• How do we want our brand portrayed in this particular

piece of content?• Who’s our audience?

Voice

• How do you want your brand portrayed?• Social media is sometimes more casual than other

formats• The Voice Brand and The Emotional Brand• Who’s your audience?


http://www.othersidegroup.com/2010/06/voice-the-new-and-mandatory-brand-component/

http://www.othersidegroup.com/2010/07/emotional-brand-also-important/

http://www.othersidegroup.com/2010/07/emotional-brand-also-important/

Things to Think About

• Length• Quality• Accessibility• Shareability• Verification• Legal Issues and Rights• Attribution


DIGITALLY FRIENDLY CONTENT

10 Ways to Make Your Content Socially Friendly

1. Demonstrate value, don’t just give information.

Consistently ask yourself whether you’re giving your audience value that will make them feel fulfilled, see you as a trusted resource, and make them come back in the future.



2. Label your pieces to be attractive, informative and accurate.



3. Make sure your layout matches the way people consume.



4. Think about language, wording and voice.



5. Make sure your content is in the right format.



6. Remember, people like visual.



7. Think about SEO.



8. Share content across platforms.



9. Social is powerful.



10. Think about mobile.


Thank you!

Any questions?

Twitter - @just_kate Email – [email protected] and Tomorrow - katebrodock.comAd Comments Here - othersidegroup.comPresentations - Slideshare.com/justkate

And other…….


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http://www.katebrodock.com/



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social media + content production: how to effectively implement a content production plan at your...

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