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Content Curation, Narration, Creation

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Now more than ever, the power to tell an organization's story and share company news resides in the hands of those within the organization. So, how do you identify those nuggets worth sharing with internal audiences and external stakeholders? And with the proliferation of social media platforms and channels, what content is best shared where? Jessica Flynn provides an overview of best practices of content curation, narration and creation with useable guidelines to help get your story told on the platform best suited for it.
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Curation, Narration, Creation: Making Your Content Work Across Platforms Jessica Flynn | @jessflynn | jessicafl[email protected] Red Sky Public Relations September 12, 2012 1
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Page 1: Content Curation, Narration, Creation

Curation, Narration, Creation:Making Your Content Work Across Platforms

Jessica Flynn | @jessflynn | [email protected] Red Sky Public Relations September 12, 2012

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THE NEXT 45 MINUTES

>  The State of Social Today >  Breaking Down the ‘tion’s >  Defining Why, Determining Who, Deciding Where >  Your Toolbox >  Identifying Content >  Use Cases >  Do’s & Don'ts >  Your Next Steps

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GROUND RULES

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•  Specialist, please •  No Sales Pitch •  The Basics •  Healthy Respect •  Speed of Thumbs •  The ROI •  Questions Welcome •  Beware the Tangent

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THE STATE OF SOCIAL

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STATE OF SOCIAL TODAY

5 Source:  Burson  Marsteller  

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STATE OF SOCIAL TODAY

6 Source:  Burson  Marsteller  

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STATE OF SOCIAL TODAY

7 Source:  Burson  Marsteller  

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STATE OF SOCIAL TODAY

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>  People are talking… a lot >  Video content creation is on the rise >  Engagement is second nature to companies >  Multiple accounts on platforms allow companies to target

audiences by geographic, topic or service >  Companies are adapting rapidly to new platforms

Source:  Burson  Marsteller  

Page 9: Content Curation, Narration, Creation

9 Source:  Content  Marke2ng  Ins2tute  

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STATE OF SOCIAL: Coke’s Content 2020

>  It’s what’s inside the message that counts

>  Create ideas and elements of content so contagious they cannot be controlled

>  No-one now has the ‘Smarts’ on ideas

>  Switch from one-way to dynamic storytelling

10 Source:  Coca  Cola  Content  2020  

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THE ‘TIONS

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THE ‘TIONS

>  Curation : manually discovering, gathering and presenting digital content that surrounds specific subject matter – Aggregation: automated curation (RSS feed)

>  Narration : assimilating information and retelling it

>  Creation : developing newsworthy, educational and/or entertaining material for distribution over digital platforms

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"I believe that there is a role for trusted curators of news, people who have unique access or unique insight, who can get to news more quickly than anybody else, or dive into it more deeply." - Louis Gray

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CURATION

Source:  Page  One  Curator  

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•  Industry News sections of company websites

•  RSS feeds on blogs •  E-newsletters

featuring themed content

•  Paper.li e-newsletters

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CURATION EXAMPLES

Source:  Galla2n  Public  Affairs  

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CURATION PLATFORM: PAPER.LI

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“Well, if storytelling is important, then your narrative ability, or your ability to put into words or use what someone else has put into words effectively, is important too.” - Howard Gardner !

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NARRATION

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•  Live blogging events

•  Tweeting speeches, presentations, conferences with #hashtag

•  Facebook album chronicling a journey

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NARRATION EXAMPLES

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NARRATION PLATFORM: STORIFY

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9/11    Ohio  Drought    Chicago  Teacher’s  Strike  

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“We are made of stories… and there are [sic] increasing opportunities that technology presents in terms of telling deeper and more immersive stories.” - Jonathan Mildenhall! 19

CREATION

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•  Corporate blog •  Company Photo

Album •  YouTube channel •  Presentations •  Case Studies •  Customer

Experiences •  Testimonials •  Webinars

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CREATION EXAMPLES

Source:  Whole  Foods  

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CREATION PLATFORM: WORDPRESS

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DEFINE WHY DETERMINE WHO DECIDE WHERE

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DEFINE YOUR WHY

>  Why do this? >  What are your

business goals? >  What are your

marketing goals? >  What is the point of

your content? >  What will success

look like? 23

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WHO ARE YOU?

>  What are your company’s core strengths?

>  What is your personality? >  Who is your competition? >  What sets your company

apart from others in your industry?

>  What is your target location (international/national/regional/state/local)?

24 Source:  SPROUT  Content  

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WHO IS YOUR AUDIENCE?

>  What do your clients most want and need?

>  What are they asking for? >  How do people feel after

they use your services? >  What are your customers

trying to accomplish? >  Describe your typical

customer. >  How do they find you?

25 Source:  SPROUT  Content  

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DETERMINE YOUR WHERE

26 hEp://www.cmo.com/social-­‐media-­‐guide/2012/    

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DETERMINE YOUR WHERE Thought Leadership

>  Corporate Blog >  Industry Blog >  LinkedIn >  Slideshare

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Timely News

Audience Engagement

>  Twitter >  Storify >  Google+ >  E-newsletter

>  Facebook >  Twitter >  Polls/Surveys

Visual Content >  YouTube >  Flickr >  Facebook >  Pinterest

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TOOL TALK

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STOCK YOUR TOOLBOX: THE BASICS

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•  Digital Still Camera •  Digital Video Camera •  Mini Tripod •  E-Marketing Service •  Blog •  Online Video

Channel •  Online Photo

Channel •  Google Alerts •  RSS Feed Reader

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TOOL BOX BASICS

E-Marketing Service Blog

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TOOL BOX BASICS

Online Video Online Photo

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STOCK YOUR TOOLBOX: OPTIONAL ADD ONS

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•  Twitter Feed(s) •  Company Facebook

Page •  Company LinkedIn

Page •  Pinterest Account •  Tumblr Blog •  Slideshare Account •  Storify Page

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IDENTIFYING CONTENT

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CONTENT SOURCES: INTERNAL

>  New offerings >  Behind the scenes >  Partnerships >  How-To’s, tips >  Customer service >  Customer feedback >  Insights into Culture >  Predictions >  Events >  Infographics (data!)

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CONTENT SOURCES: EXTERNAL

>  Google Alerts >  Trend searches >  Competitive moves >  Industry articles >  Industry blog posts >  Industry studies >  Recognition/Awards >  Conferences

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CONTENT SOURCES: EXTERNAL

>  Google Alerts: –  Your company, your executives, your competitors –  Industry keywords

>  Trends: –  Google Trends –  Trendwatching.com

>  Industry articles/blogs/studies –  LinkedIn Industry Groups –  SmartBrief.com –  Quora.com –  Industry Association Newsletters

> 

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USE CASES

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USE CASE #1: Event Narration

>  Conference attendees: thought leaders, insiders

>  Conference hosts: connectors & facilitators

WHERE: Twitter, Blog

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USE CASE #2: Corporate Announcement

>  Sharing news on your terms

>  Showcasing forward momentum

>  Reaffirming business goals & success

WHERE: Blog, Flickr, YouTube, LinkedIn Facebook, e-newsletter

39 Source:  Western  States  Cat  Equipment  

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Use Case #3: New Hire

>  Develops personal connections between your company and audience

>  Creates web of influence and broadens network

WHERE: Blog, Facebook, LinkedIn, E-newsletter

40 Source:  Integra  Marke2ng  

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Use Case #4: Customer Input

>  Customer service >  Showcase solutions >  Seek feedback on

initiatives, products >  Leverage the online

focus groups >  Surveys, polls WHERE: Facebook, Twitter, e-newsletter

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Use Case #5: Show Your Culture

>  Team events >  Partner events >  Giving back >  Engaged staff >  The outside 9-5 side >  Company personality >  Company values WHERE: Facebook, Flickr, Twitter

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DO’S AND DON’TS

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DON’TS

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>  Sell 24/7 >  Abuse the dashboard >  Put content in the

same format on every platform

>  Make platform orphans

>  Be devoid of personality

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DO’S

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>  Create an editorial calendar

>  Find content champions >  Open the kimono >  Create regularly >  Make your content

shareable >  Respect speed of thumbs

Page 46: Content Curation, Narration, Creation

Next Steps

Assess  • Who  is  on  the  team?  

• What  do  your  customers  want?  

• Where  are  you  comfortable?  

•  How  much  2me  do  you  have?    

CraU      •  Social  Media  Corporate  Policy  

•  Editorial  Calendar  and  approval  flow  

•  Guidelines  for  your  plaWorms    

Ac2vate  •  Launch  one  to  two  plaWorms  at  a  2me  

•  Strategy,  Ac2va2on,  Feedback  cycle  

•  Cross-­‐plaWorm  promo2on  

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PEOPLE CAN’T BUY YOUR PRODUCT EVERY DAY, BUT THEY CAN CONSUME YOUR CONTENT AND BE INSPIRED DAILY.

- YULI ZIV

Final Thought

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Jessica Flynn [email protected] www.redskypr.com

@jessflynn http://www.linkedin.com/in/jessflynn#http://www.diigo.com/user/jessflynn https://www.vizify.com/jessica-flynn

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