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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….
AGENDA
SOCIAL MEDIA and YOUR INSTITUTION
CONTENT PRODUCTION
CONTENT CREATION vs CONTENT CURATION
CREATING A CONTENT PLAN
DIGITALLY FRIENDLY CONTENT
Kate Brodock UCDA, 15 October 2012
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
Kate Brodock UCDA, 15 October 2012
Social Media Breakdown
The “Media”
• Social platforms• Video, photo, audio
(rich-media)• Content
The “Social”
• Bi- or Multi-directional• Conversation • Engagement• Listen• Trust• Transparency
Kate Brodock UCDA, 15 October 2012
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.
Kate Brodock UCDA, 15 October 2012
Common Social Media Tools
Kate Brodock UCDA, 15 October 2012
Some Functions of Social Media within Higher Ed
• Marketing & Branding• PR• Media• Sales, Prospecting, Outreach• Community Management• Customer Service• Media Relations• Internal Communications
Kate Brodock UCDA, 15 October 2012
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
Kate Brodock UCDA, 15 October 2012
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
What is Content?
• Writing - blogging, eBooks, white papers• Photos• Audio clips• Video• Use-generated content• Third-party content – articles, videos, etc
Kate Brodock UCDA, 15 October 2012
Good Content Is…..
• Likeable• Influential• Useful• Relevant• Engaging• Action-inspiring• Interactive• Shareable
Kate Brodock UCDA, 15 October 2012
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……
Kate Brodock UCDA, 15 October 2012
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
Kate Brodock UCDA, 15 October 2012
Why is creating a digital content program important?
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
Kate Brodock UCDA, 15 October 2012
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)
Why is creating a digital content program important?
Kate Brodock UCDA, 15 October 2012
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!
Why is creating a digital content program important?
Kate Brodock UCDA, 15 October 2012
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”
Kate Brodock UCDA, 15 October 2012
Content Creation vs Content Curation
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
Kate Brodock UCDA, 15 October 2012
Content Creation vs Content Curation
CONTENT CREATION +
CONTENT CURATION =
SWEET SPOT
Kate Brodock UCDA, 15 October 2012
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?
Kate Brodock UCDA, 15 October 2012
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?
Kate Brodock UCDA, 15 October 2012
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
Kate Brodock UCDA, 15 October 2012
Content SourcesWhere can you get additional content?
• Enthusiastic students or alumni• Live events • Social media channels• Third-parties• User-generated content• Cross-campus partnerships
Kate Brodock UCDA, 15 October 2012
Example: Live Event
Kate Brodock UCDA, 15 October 2012
Example: Live Event
Kate Brodock UCDA, 15 October 2012
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?
Kate Brodock UCDA, 15 October 2012
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?
Kate Brodock UCDA, 15 October 2012
Things to Think About
• Length• Quality• Accessibility• Shareability• Verification• Legal Issues and Rights• Attribution
Kate Brodock UCDA, 15 October 2012
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.
Kate Brodock UCDA, 15 October 2012
10 Ways to Make Your Content Socially Friendly
2. Label your pieces to be attractive, informative and accurate.
Kate Brodock UCDA, 15 October 2012
10 Ways to Make Your Content Socially Friendly
3. Make sure your layout matches the way people consume.
Kate Brodock UCDA, 15 October 2012
10 Ways to Make Your Content Socially Friendly
4. Think about language, wording and voice.
Kate Brodock UCDA, 15 October 2012
10 Ways to Make Your Content Socially Friendly
5. Make sure your content is in the right format.
Kate Brodock UCDA, 15 October 2012
10 Ways to Make Your Content Socially Friendly
6. Remember, people like visual.
Kate Brodock UCDA, 15 October 2012
10 Ways to Make Your Content Socially Friendly
7. Think about SEO.
Kate Brodock UCDA, 15 October 2012
10 Ways to Make Your Content Socially Friendly
8. Share content across platforms.
Kate Brodock UCDA, 15 October 2012
10 Ways to Make Your Content Socially Friendly
9. Social is powerful.
Kate Brodock UCDA, 15 October 2012
10 Ways to Make Your Content Socially Friendly
10. Think about mobile.
Kate Brodock UCDA, 15 October 2012
Thank you!
Any questions?
Twitter - @just_kate Email – [email protected] and Tomorrow - katebrodock.comAd Comments Here - othersidegroup.comPresentations - Slideshare.com/justkate
And other…….
Kate Brodock UCDA, 15 October 2012