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Presentation by Blogworks from Social Media Workshop at Sankalp Unconventions 2013
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helping create brands for the future
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Sankalp Unconvention Summit 2013 Garage Session: Leveraging Social Media: Going Beyond the Obvious
Date 17 April 2013
Contact [email protected], [email protected]
What this session promises ‘not’ to do
05
Share social media ‘gyaan’
Recommend social media as the panacea for all issues
Devise a social media strategy for your organisation
Talk about social media basics and concepts
What we intend to discuss
05
Three big challenges that social enterprises face after
‘first foray’ into social media
Content
Engagement
Scale
Broad strategies to tackle the above
Case Studies
Block 1 – The Content Challenge
Issues at hand
05
Block 1 – The Content Challenge
High noise environment
Highly competitive, everyone is a publisher
Domination of visual communication
Technical expertise
Investment
Copyright
Multiple channels
How to meaningfully repurpose and not just replicate
Solving the content challenge
05
Block 1 – The Content Challenge
Curation
• Beat the clutter
• Help ‘make sense’
• Use technology to reduce human effort
• Focus on human effort where it adds most value – building context and trust
Creation
• High-quality content
• Visually rich
• Global appeal
• Become a publisher with a nimble set-up
Block 1(A)
Leveraging Curation for Content
Scalability
10
What is Curation?
Image Source: http://devdutt.com/articles/leadership/shabharis-point-of-view.html
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IMAGE
“A Content Curator is someone who
continually finds, groups, organizes
and shares the best and most relevant
content on a specific issue online.
The most important component of
this job is the word "continually.”
- Rohit Bhargava
Content Curation
Image Source: http://www.flickr.com/photos/twincityscene/3458007021/
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IMAGE
“Content curation is the organizing,
filtering and “making sense of”
information on the web and sharing
the very best pieces of content that
you’ve cherry picked with your
network.” - Beth Kanter
Content Curation
Image Source: http://www.flickr.com/photos/andrewmalone/686342524/
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IMAGE
“Content curation is not just about
pulling information from the web and
reposting it. It is about evaluating
content and creating a valuable
experience for your audience.”
- Blog.atomicreach
Content Curation
Image Source: http://www.flickr.com/photos/isante/4814320003/
How to choose?
05
Process Flow for Curation
•Objectives
•Audience
•Topics
Define
•By Topic – discovery
•By People – credibility and trust Organise sources
•Evaluate information and your POV Process & assimilate
•Don’t replicate, repurpose (channels)
•Schedule – consistency, optimise performance
Share
Seek
Sense
Share
Inputs from: http://www.slideshare.net/kanter/the-unanticipated-benefits-of-content-curation
Exercise How do you currently organise/filter information online?
Which tools do you use to ‘curate’ knowledge around your
subject?
3 key stages in curation
05
Inputs
•Source of information
•Type of content identified
Organisation
•How is content organised?
•List
•Visual
• Chronological
• Interlinked
• Does it allow annotations?
Venue
•Where can the identified content be shared?
11
Email Subscriptions
Value
> Delivered in inbox periodically
Limitations
> May add to inbox clutter
> No social sharing enabled
Curation Techniques: Basic: Emailers
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IMAGE
Curation Techniques: Basic: Google Alerts
Google Alerts
Input
> Keywords (Automated)
Value
> Track
> Own business
> Competition
> Industry
11
IMAGE
Curation Techniques: Basic: RSS Feeds
RSS Feeds – basic?
Input – web destinations
Value
> Keeps users updated about
latest content from their
favourite destinations without
having to visit different
websites
11
IMAGE
Curation Techniques: Basic: Twitter Lists
Input
> Handpicked
individuals/organisations
Twitter Lists
> Max 20 lists
> 500 people
Value
> Helps organise followers/non-
followers into specific groups
> Takes away need to scan your
entire feed
> Access to focused content/
specific topics
> Thought Leadership – public
lists
> Content resource – private lists
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IMAGE
Curation Techniques: Basic: Twitter Hashtags
Twitter Hashtags
Input
> Keywords
> Automated
Value
> Discovery by topics not
confined to people
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IMAGE
Curation Techniques: Basic: Facebook Interest Lists
Facebook Interest Lists
Input
> Handpicked
Value
> Benchmarking
content/initiatives
> Ease of sharing in FB
environment
> Personal-professional content
in proximity but defined by
boundaries
11
Facebook Interest Lists
Input
Organisation
Venue
Curation Techniques: Basic: Facebook Interest Lists
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Curation Techniques: Intermediate: Storify
Storify
Helps users aggregate and display
photos, tweets and other social
content
Popular as a form of live-blogging
and social story-telling
Value
> Context through chronology
> Aggregates different content
formats
> Great for reporting events and
happenings
11
IMAGE
Curation Techniques: Advanced: Scoop.it
Scoop.it
‘Scoop.it helps people and
businesses shine on the web by
sharing content that matters.’
Intuitive interface/user
experience
Visual collection of stories
Helps build authority
Helps focus on specific topics
Good combination of human
filtering and automation
Popular among educators
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Step 1 – Create a topic
Curation Techniques: Advanced: Scoop.it
Step 2 – Install a bookmark
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Step 3 – Evaluate suggested content
Curation Techniques: Advanced: Scoop.it
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Step 4 – Add insight & choose ‘venues’
Curation Techniques: Advanced: Scoop.it
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Curation Techniques: Advanced: Scoop.it
Step 5 – “Follow” other curators
By topics or users
10
Topic boards represented in a visual format
Curation Techniques: Advanced: Scoop.it
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Curation Techniques: Advanced: Flipboard (Mobile)
‘Personal magazine, filled with
things you care about’
Interest graph meets social graph
Visual delight
Great user experience
Aesthetics are a key driver of
content
Relevance
> Individual – aggregate
favourite resources
> Organisation – create
magazines
Available on smartphones and
tablets
> Elite audience group in India
There are many more…
05
Other Curation Tools
Source: Mindmap by Robin Good: http://www.mindmeister.com/55395228/content-curation-tools-the-newsmaster-toolkit-by-robin-good-2012
There are many more…
05
Source: Mindmap by Robin Good: http://www.mindmeister.com/55395228/content-curation-tools-the-newsmaster-toolkit-by-robin-good-2012
Other Curation Tools
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IMAGE
Did you?
> Go deep in your research
(source identification +
evaluation)
> Give credit, attribute content
to owner
> Add a point of view
> Build a balance between
human effort and automation
> Add value
Important guidelines that define ‘Curation’
Image Source: http://networkedblogs.com/yo9S2?ref=nf
Block 1(B)
Creating Compelling Content
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Creating great content - Animations
Professional looking animated style presentations
10
Creating great content – Unique presentations (Prezi)
11
IMAGE
Creating great content - Photos
www.pixabay.com
65,000 free images
Can be used for personal
and commercial use without
author attribution
10
Creating great content - Photos
One of the best resources to identify creative commons images across key search destinations
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IMAGE
Creating great content - Templates
Visual templates key for
content on Facebook
> EdgeRank algorithm
favours visual content
11
Creating great content – Photos (posters/templates)
www.posterini.com
Free web app
Create customizable posters
11
IMAGE
Creating great content - Videos
www.slide.ly
Quick videos from photos
Add music
Similar tools
> Animoto
> Knovio
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IMAGE
Creating great content - Professional Voice-overs
www.slidetalk.net
Convert text into a
voiceover speech
20+ languages
70+ voices
Use – tutorials, elearning
Similar tools
> HelloSlide
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Creating great content – Multimedia
Visual showcase of different formats – www.jux.com
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Creating great content – Multimedia (remixed)
Mozilla Popcorn – example of Transmedia Storytelling
Tipping Point
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#ThinktoRise
#ThinktoRise began as an offshoot of partnership with Tehelka THiNK 2012
Fest on Tipping Point Innovator showcase series
The Twitter chat series seeks to bring innovators to the fore.
Repurposing content
10
Repurposing content
Media Partnership with Tehelka – Tipping
Point
Leverage Tehelka’s
expertise to identify
innovators and create
content
Twitter chats: Identified
interviewees with large
networks and presence
Hashtag: #ThinktoRise
was a branded
hashtag with the element of content
Marketing: Emailers for each chat,
amplification on all social touchpoints
Topicality: A session at
THiNK 2012 Fest Goa
thank you
