Social Media + Content Production: How to effectively implement a content production plan at your organization

Social Media + Content Production
What You Need to Know to Implement Implement
an Effective Program at Your Institution

Kate Brodock
Executive Director of Digital & Social Media at Syracuse University
Founder & Chair of Other Side Group

A little about me….

Kate Brodock UCDA, 15 October 2012

AGENDA

SOCIAL MEDIA and YOUR INSTITUTION

CONTENT PRODUCTION

CONTENT CREATION vs CONTENT
CURATION

CREATING A CONTENT PLAN

DIGITALLY FRIENDLY CONTENT


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


Social Media Breakdown

The “Social” The “Media”

• Bi- or Multi-directional • Social platforms
• Conversation • Video, photo, audio (rich-
• Engagement media)
• Listen • Content
• Trust
• Transparency


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.


Common Social Media Tools


Some Functions of Social Media within Higher
Ed

• Marketing & Branding
• PR
• Media
• Sales, Prospecting, Outreach
• Community Management
• Customer Service
• Media Relations
• Internal Communications


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


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, 2009

What is Content?

• Writing - blogging, eBooks, white papers
• Photos
• Audio clips
• Video
• Use-generated content
• Third-party content – articles, videos, etc


Good Content Is…..

• Likeable
• Influential
• Useful
• Relevant
• Engaging
• Action-inspiring
• Interactive
• Shareable


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……


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,
Kate Brodock
right? 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


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


important?

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)


important?

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!


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”



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



CONTENT CREATION
+
CONTENT CURATION
=
SWEET SPOT


CREATING A CONTENT
PLAN

Your Goals

What 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?


Content Parameters

What 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?


Content Sources

Where 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


Content Sources

Where can you get additional content?

• Enthusiastic students or alumni
• Live events
• Social media channels
• Third-parties
• User-generated content
• Cross-campus partnerships


Example: Live Event


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?


Branding and Voice Considerations

Branding

• 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?


Things to Think About

• Length
• Quality
• Accessibility
• Shareability
• Verification
• Legal Issues and Rights
• Attribution


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.


Friendly

2. Label your pieces to be attractive, informative and
accurate.


Friendly

3. Make sure your layout matches the way people
consume.


Friendly

4. Think about language, wording and voice.


Friendly

5. Make sure your content is in the right format.


Friendly

6. Remember, people like visual.


Friendly

7. Think about SEO.


Friendly

8. Share content across platforms.


Friendly

9. Social is powerful.


Friendly

10. Think about mobile.


Thank you!

Any questions?

Twitter - @just_kate
Email – justkate@syr.edu
Today and Tomorrow - katebrodock.com
Ad Comments Here - othersidegroup.com
Presentations - Slideshare.com/justkate

And other…….


Social Media + Content Production: How to effectively implement a content production plan at your organization

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