Post on 14-Jul-2015
transcript
creating a contextually relevant
world
@sunnitho
• defining context• context vs content• how to build a strategy for
context
this week’s context issue: selfie-gate
• image• video• text• article• white paper• blog• link• vine• PDF• application• game• poll• gif• ...etc
content is...
• where you place your content• when you place your content• how you place your content
context is...
Video
ImageArticle
Gif
Tweet
Culture of the moment(context)
VMAshigh school
students suspended hoax
videopostedhoax
video created
planned publishing vs reactive publishing
you must be equal parts this....
... and this
how to plan for context
step 1: establish roles and
processes
• who is in charge of the content calendar? content• who creates or curates the content? creative,
content, social• who is on the edit desk? proofreading, content,
social• who monitors and moderates? social• who protects the brand? account, client, PR• who identifies relevant opportunities? everyone• who measures success? social, analytics
step 2: know your audience
be interested to be interesting
define your audience as specifically as possible
gather the usual data: • how they consume and use media (media data)• their attitudes, beliefs, behaviors (planning data)• what they like to talk about with others (social data)
update this data on a daily basis
have a good old-fashioned rundown, every day
step 3: know your lane
trending topics you can andshould respond to
off-limits off-limits
step 4: ignore your plan
step 5: practice your S.A.
via businessinsider.com
tips for developing situational awareness:
• be curious - question everything• play chess (think 3 moves ahead)• know your critics• spot check, gut check, fact check• make checklists• document and review mistakes (those
who forget history are bound to repeat it)
Context strategy toolkit
• Clear descriptions of roles and responsibilities• Audience data updated as much as daily
through listening• Defined guardrails• Team rundowns (in-person, phone or virtual)• S.A. checklists