Hot off Social Fresh East 2013, here's my presentation on how to keep the best parts of what you build...and reskin the rest.

1. The end of the
ONE-OFF
How to build
reskinnable
content packages
katie richman - @espn_prodgirl
Thursday, April 18, 13

2. Thursday, April 18, 13

3. 30 Days.
30 Inspirations
to
GET
OUTSIDE.
January + February 2013.
Thursday, April 18, 13

4. Thursday, April 18, 13

5. Thursday, April 18, 13

6. Thursday, April 18, 13

7. Thursday, April 18, 13

8. (metaphor break...)
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9. People love the
CLOCK
FACE.
Thursday, April 18, 13

10. I the
GEARS.
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11. A watchmaker doesn’t change
the way she
MAKES A WATCH
each time.
The GUTS stay the same.
Thursday, April 18, 13

12. A watchmaker doesn’t change
the way she
MAKES A WATCH
each time.
The face changes.
Thursday, April 18, 13

13. A watchmaker doesn’t change
the way she
MAKES A WATCH
each time.
The face changes.
Thursday, April 18, 13

14. A watchmaker doesn’t change
the way she
MAKES A WATCH
each time.
The face changes.
Thursday, April 18, 13

15. How could we create
social content rollouts that
CHANGE THE
but
SAVE THE ?
Thursday, April 18, 13

16. #1
Take an
HOUR.
Make a LIST.
Thursday, April 18, 13

17. #1
Make a
LIST.
What success can you
TEMPLATE?
Thursday, April 18, 13

18. #1
“Consumption is less about
reflecting who we are...as
much as it is about who we
wish to be.”
- Paul Mullins -
The Archeology of Human Consumption
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19. #1
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20. #1
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21. #1
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22. #1
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23. #1
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24. #1
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25. #1
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26. #1
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27. #1
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28. #2
What is your
GOAL?
Thursday, April 18, 13

29. #2
How can we
do more with
shareable images?
How can we end the
build and trash cycle?
Thursday, April 18, 13

30. #3
Create your
CONTENT
FLOW.
Thursday, April 18, 13

31. espnW.com/shareables
espnW.com/shareables email newsletter
espnW.com/p1 module facebook.com/espnW
API for syndication pinterest.com/espnW
SMS notification twitter.com/espnW
mobile app event integration
espnW Shareable Image Tiles
Partner Opportunities + Content Flow
Thursday, April 18, 13

32. #1: Uploaded to espnW.com/shareables stream
Thursday, April 18, 13

33. #2: Facebook post. Link to espnW.com/shareables tile.
No barriers. http://espnW.com/shareables
Thursday, April 18, 13

34. #3: Twitter. Tweet quote + short link to espnW.com/shareables tile.
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35. #4: Pinterest.com/espnW. Boards mirror site nav.
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36. #4: Pinterest.com/espnW. Links drive back to espnW.com/shareables/pin
Thursday, April 18, 13

37. #5: Sign up for daily emailed image. Links to espnW.com/shareables/pin
The 100 Workout
The 100 Workout
espnW
Thursday, April 18, 13

38. #6: SMS. Sign up for daily texted quote + short link to espnW.com/shareables tile.
Thursday, April 18, 13

39. #7: espnW.com p1 Module
Thursday, April 18, 13

40. #8: Content Syndication: Shareables Photo Module +Photo Stream via ESPN Photo API
Thursday, April 18, 13

41. #3
the content flow.
Thursday, April 18, 13

42. #3
the content flow.
All 43 tiles posted on Day1.
Pinterest.com/espnW #ColdList Pinboard
Tiles post 1/day. Link back to espnW.com/ColdList
Tiles post 1/day.
Tried links to espnW.com/ColdList & Pinboard.
Tiles uploaded & tweeted 1/day as Twitter Photos.
Tried with and without links to espnW.com/ColdList.
Infographics seeded on sub-reddits.
Thursday, April 18, 13

43. espnW.com
Shareables
All Categories Popular
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44. Thursday, April 18, 13

45. #4
Decide how to
MEASURE
SUCCESS.
Thursday, April 18, 13

46. #4
EXAMPLE:
Is your primary measure of success
page views?
Social interactions? Which platform?
Put a stake in the ground.
(the 1st time you’re taking a chance)
Thursday, April 18, 13

47. #4
2 Main Goals of
The Cold List
1.) Put structure in
place for sales
partnership.
2.) Page views to
espnW.com/ColdList
Thursday, April 18, 13

48. #5
Launch.
ITERATE.
Change stuff that isn’t working.
Optimize stuff that is.
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49. #5
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50. #6
TAKE THE
TIME.
Do a
POSTMORTEM.
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51. #6
POSTMORTEM FINDINGS
WHAT WORKED:
1. Pinterest tiles drive LINKS to W.com/ColdList page.
2. Uploading Cold List tiles as Twitter Photos.
3. Reddit sub-boards drove tons of traffic (more...)
4. Driving to the URL was on-point. Our partners will
‘own’ a skinnable environment there.
5. Making each tile a page view on the site.
6. Site sharing is simple. Good UX.
7. Using SHAREABLE OBJECTS to drive to SITE CONTENT.
Thursday, April 18, 13

52. #6
POSTMORTEM FINDINGS
WHAT DIDN’T:
1. Our initial goals for increase in Facebook Likes was too
high.
2. Also think that goal was off-base to begin with.
3. Content flow from platforms was off at first.
4. We can better optimize adjacent content on W.com.
5. Need to seed these with more ‘affiliates’ and package out.
SPLITTING OUR GOALS ALWAYS HURTS US.
Thursday, April 18, 13

53. #6
POSTMORTEM FINDINGS
WHAT WAS UNEXPECTED?:
Thursday, April 18, 13

54. TEAMS POSTING TO FB
(this is the BU Women’s LAX Team--posted unasked)
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55. #6
REDDIT Traffic to espnW.
Sub-reddits drove 34% of external traffic to espnW.com/ColdList!
Thursday, April 18, 13

56. #6
Tiles with text no photos worked best.
Thursday, April 18, 13

57. #6
Most popular...
We made up the saying.
Stock photo diamond.
Thursday, April 18, 13

58. #7
USE YOUR FINDINGS TO...
ADJUST YOUR
BENCHMARKS.
ADJUST YOUR
RESOURCES.
Thursday, April 18, 13

59. #8
DOCUMENT.
CREATE A HOW-TO
GUIDE TO KEEP
THE ‘GEARS’ IN PLACE
FOR THE NEXT TIME.
Thursday, April 18, 13

60. #8
The angry eagle documentation test.
If an enormous angry
eagle swooped down to
kidnap you tomorrow:
Would your team be
able to replicate your
social content
program?
THAT, my friend, is the question.
Thursday, April 18, 13

61. The end of the
ONE-OFF
How to build
reskinnable
content packages
katie richman - @espn_prodgirl
Thursday, April 18, 13