Presentation by Blogworks from Social Media Workshop at Sankalp Unconventions 2013

1. helping create
brands for the future
All content copyright

2. Sankalp Unconvention Summit 2013
Garage Session: Leveraging Social Media: Going Beyond the Obvious
Date 17 April 2013
Contact amita.malhotra@blogworks.in, jyotika.malhotra@blogworks.in

3. About Blogworks

4. What this session promises ‘not’ to do
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
05

5. What we intend to discuss
Three big challenges that social enterprises face after
‘first foray’ into social media
Content
Engagement
Scale
Broad strategies to tackle the above
Case Studies
05

6. Block 1 – The Content Challenge

7. Block 1 – The Content Challenge
Issues at hand
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
05

8. Block 1 – The Content Challenge
Solving the content challenge
Curation Creation
• Beat the clutter • High-quality
• Help ‘make sense’ content
• Use technology to • Visually rich
reduce human effort • Global appeal
• Focus on human • Become a
effort where it adds publisher with
most value – building a nimble set-up
context and trust
05

9. Block 1(A)
Leveraging Curation for Content
Scalability

10. What is Curation?
Image Source: http://devdutt.com/articles/leadership/shabharis-point-of-view.html
10

11. Content Curation
“A Content Curator is someone who
continually finds, groups, organizes
and shares the best and most relevant
content on a specific issue online.
IMAGE The most important component of
this job is the word "continually.”
- Rohit Bhargava
Image Source: http://www.flickr.com/photos/twincityscene/3458007021/
11

12. Content Curation
“Content curation is the organizing,
filtering and “making sense of”
information on the web and sharing
the very best pieces of content that
IMAGE you’ve cherry picked with your
network.” - Beth Kanter
Image Source: http://www.flickr.com/photos/andrewmalone/686342524/
11

13. Content Curation
“Content curation is not just about
pulling information from the web and
reposting it. It is about evaluating
content and creating a valuable
IMAGE experience for your audience.”
- Blog.atomicreach
Image Source: http://www.flickr.com/photos/isante/4814320003/
11

14. Process Flow for Curation
How to choose?
• Objectives
Define • Audience
• Topics
Seek
• By Topic – discovery
Organise sources
• By People – credibility and trust
Sense
Process & assimilate • Evaluate information and your POV
Share
• Don’t replicate, repurpose (channels)
Share • Schedule – consistency, optimise
performance
Inputs from: http://www.slideshare.net/kanter/the-unanticipated-benefits-of-content-curation
05

15. Exercise
How do you currently organise/filter information online?
Which tools do you use to ‘curate’ knowledge around your
subject?

16. 3 key stages in curation
Inputs
• Source of Venue
information • Where can the
• Type of content identified content
identified be shared?
Organisation
• How is content
organised?
• List
• Visual
• Chronological
• Interlinked
• Does it allow
annotations?
05

17. Curation Techniques: Basic: Emailers
Email Subscriptions
Value
> Delivered in inbox periodically
Limitations
> May add to inbox clutter
> No social sharing enabled
11

18. Curation Techniques: Basic: Google Alerts
Google Alerts
Input
> Keywords (Automated)
Value
> Track
IMAGE > Own business
> Competition
> Industry
11

19. Curation Techniques: Basic: RSS Feeds
RSS Feeds – basic?
Input – web destinations
Value
> Keeps users updated about
latest content from their
IMAGE favourite destinations without
having to visit different
websites
11

20. Curation Techniques: Basic: Twitter Lists
Input
> Handpicked
individuals/organisations
Twitter Lists
> Max 20 lists
> 500 people
IMAGE 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
11

21. Curation Techniques: Basic: Twitter Hashtags
Twitter Hashtags
Input
> Keywords
> Automated
Value
IMAGE > Discovery by topics not
confined to people
11

22. Curation Techniques: Basic: Facebook Interest Lists
Facebook Interest Lists
Input
> Handpicked
Value
IMAGE > Benchmarking
content/initiatives
> Ease of sharing in FB
environment
> Personal-professional content
in proximity but defined by
boundaries
11

23. Curation Techniques: Basic: Facebook Interest Lists
Input
Facebook Interest Lists
Organisation
Venue
11

24. 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

25. Curation Techniques: Advanced: Scoop.it
Scoop.it
‘Scoop.it helps people and
businesses shine on the web by
sharing content that matters.’
IMAGE 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
11

26. Curation Techniques: Advanced: Scoop.it
Step 1 – Create a topic
Step 2 – Install a bookmark
11

27. Curation Techniques: Advanced: Scoop.it
Step 3 – Evaluate suggested content
11

28. Curation Techniques: Advanced: Scoop.it
Step 4 – Add insight & choose ‘venues’
11

29. Curation Techniques: Advanced: Scoop.it
Step 5 – “Follow” other curators
By topics or users
11

30. Curation Techniques: Advanced: Scoop.it
Topic boards represented in a visual format
10

31. Curation Techniques: Advanced: Flipboard (Mobile)
Flipboard
‘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
11

32. Other Curation Tools
There are many more…
Source: Mindmap by Robin Good: http://www.mindmeister.com/55395228/content-curation-tools-the-newsmaster-toolkit-by-robin-good-2012
05

33. Other Curation Tools
There are many more…
Source: Mindmap by Robin Good: http://www.mindmeister.com/55395228/content-curation-tools-the-newsmaster-toolkit-by-robin-good-2012
05

34. Important guidelines that define ‘Curation’
Did you?
> Go deep in your research
(source identification +
evaluation)
IMAGE > Give credit, attribute content
to owner
> Add a point of view
> Build a balance between
human effort and automation
> Add value
Image Source: http://networkedblogs.com/yo9S2?ref=nf
11

35. Block 1(B)
Creating Compelling Content

36. Creating great content - Animations
Professional looking animated style presentations
10

37. Creating great content – Unique presentations (Prezi)
10

38. Creating great content - Photos
www.pixabay.com
65,000 free images
IMAGE Can be used for personal
and commercial use without
author attribution
11

39. Creating great content - Photos
One of the best resources to identify creative commons images across key search
destinations
10

40. Creating great content - Templates
Visual templates key for
content on Facebook
IMAGE > EdgeRank algorithm
favours visual content
11

41. Creating great content – Photos (posters/templates)
www.posterini.com
Free web app
Create customizable posters
11

42. Creating great content - Videos
www.slide.ly
Quick videos from photos
IMAGE Add music
Similar tools
> Animoto
> Knovio
11

43. Creating great content - Professional Voice-overs
www.slidetalk.net
Convert text into a
IMAGE voiceover speech
20+ languages
70+ voices
Use – tutorials, elearning
Similar tools
> HelloSlide
11

44. Creating great content – Multimedia
Visual showcase of different formats – www.jux.com
10

45. Creating great content – Multimedia (remixed)
Mozilla Popcorn – example of Transmedia Storytelling
10

46. Repurposing content
Tipping Point #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.
06

47. Repurposing content
Leverage Hashtag:
Twitter chats: Marketing:
Media Tehelka’s #ThinktoRise
Identified Emailers for Topicality: A
Partnership expertise to was a
interviewees each chat, session at
with Tehelka identify branded
with large amplification THiNK 2012
– Tipping innovators hashtag with
networks and on all social Fest Goa
Point and create the element
presence touchpoints
content of content
10

48. thank you