The following presentation was created for Monash University to aid in the awareness and education of their content strategy, and importance/value of developing rich media content.

1. Social Media Content Strategy:
The importance of social media, small
objects and sharing.
November 2012
Michelle Sawyer
Office of Marketing & Communications

2. Why is content so important?
• What are Small Objects
• Generating Reach with Social Media
• The Different Voices of Social Distribution Channels
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3. What is shared across Social Media are called
“small objects”…
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4. The way that social media generates reach is
through sharing…
A
u
d
i
e
n
c
e
1. Original Post,
containing a
small object is
shared across an
owned social
audience…
2. The original
post is then
shared by a
secondary party
or parties across
their social
audiences…
3. The original
small object or
secondary post
is then shared
across another
new audience by
a third party…
4. Multiple
shares are
occurring of
the original,
secondary and
third party
shared small
object, post or
both. Other
related small
objects to the
original post,
is also likely
being shared
at this point.
Shares
Sharing out content via social media, is also a great way to combat content theft and is measurable.
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5. Self Promotion
• “I’m learning how to
make great apple pie
via this clip on
YouTube.”
• Educational and
passion related posts
• 25 – 30+
demographic
• Spelling and
grammar highly
valued
• Consumer
engagement is
passionate
LinkedIn
• “This is a great
recipe for how to
make apple cider.”
• News and topic
focused posts
• 20 - 25+
demographic
• Spelling and
grammar of mixed
value
• Consumer
engagement is mixed
(negative or positive,
passionate)
Google+
• “I just ate the best
apple!”
• Egocentric posts
• 20+ demographic
• Spelling and
grammar not highly
valued
• Consumer
engagement is either
negative or positive
Twitter
Facebook
Every social distribution channel is different
and has it’s own voice…
• “Research shows
overseas importation
of apples are hurting
Australian growers.”
• Industry and Career
focused posts
• 25 – 30+
demographic
• Spelling and
grammar highly
valued
• Consumer sentiment
is passionate
Self Actualisation
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6. What is Monash’s content strategy?
•
•
•
•
•
Calculating The Value of a Social Campaign
The Host, Hub & Distribution Method
Structuring Social Posts
Dealing with Negative Comments
Developing Monash’s Tone of Voice
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7. The value of a social media campaign or “small
object” can be calculated in a similar way to
traditional media…
Campaign
($)
Engagement
Cost per
Reach $
Example: (A video production cost of $1000 + $1000 TruView ad spend) / 50,000 views on YouTube =
$0.04 per view
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8. Creating ‘virility’ is not as simple as a single
post on a social channel...
Content
Hosting
Channels
• YouTube for video
• Flickr for images
• Visual.ly for infographics
• Scribd for PDFs
• SlideShare for PPTs
Hub
• Monash Website
• Blogs
Content
Distribution
Channels
• Facebook for branding and discussion
• Twitter for news and events
• Paper.li for Twitter lists
• Storify for #hastags
• LinkedIn for branding, news and events
• Google+ for branding and discussion
Content Distribution Model
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9. Social media works on the same reach and
frequency principals as traditional media in
order to be effective...
Social media posts are similar to editorial
content for traditional media, like a newspaper.
Using a platform like Hootsuite, you can
schedule posts across multiple platforms either
individually or in bulk, and can view the
publishing schedule to measure frequency.
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10. “Trolls” are unfortunately everywhere, but there
are correct ways to deal with them…
Often the best method is to use a combination of methodologies. The most powerful responses are the Human Voice* methods, as
social media is about dealing with people as people, not as a company or business entity. Always remember that your reply, though
posted to an individual, acts as a response for your entire audience.
*Graph is by Laurel Papworth (Silkcharm), sourced from her Diagram set on Flickr.
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11. Social Media has transformed businesses from
“untouchable entities” to “tangible people”…
If Monash University was a
person…
What
Who would
What
How old
they be
would they
would they would they
look like?
friends
be
be?
with?
interested
in?
Audience
Profile Branding
Lists &
Followers
Content & Posts
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12. How should we create content?
• External Content Providers
• Internal Content Providers
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13. Production quality with social media content is
essential to engagement…
External Providers
• Digital production and creative agencies, like BMF, specialise in
creating stylised digital content for niche audiences
• They offer a higher quality end product across a range of digital
mediums
• The OMC Brand Team have lists of recommended providers
across various media and provide advice on provider enquiries for
Monash University
Social Media Sites
• Visual.ly, specialising in infographic and motiongraphic content,
promotes designers for hire via a section in the website called
‘Marketplace’
• Freelancer.com.au is a social media network site that connects
business with freelancers who specialise in a wide variety of
fields, including graphic design and content production
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14. But let’s not forget our most important resource
– our students and staff…
Monash Staff
• Influencers, media representatives
• Key benefit for Staff:
• Provides and opportunity to increase their their profiles both internally and externally,
champion the university and themselves as world leaders in their fields.
• Key benefit for Monash:
• Building our reputation globally and attracting like leaders to the university.
Monash Students
• Photographers, videographers, talent, internships
• Key benefit for students:
• Provides work experience, an opportunity to build a folio of work for future employment
and gain global exposure.
• Key benefit for Monash:
• We will be promoting our students (product) and building our global reputation.
Monash Alumni
• Influencers, guest speakers, lecturers
• Key benefit for Alumni:
• Provides an opportunity to increase their networks and personal profile as a leader in their
field to a global audience.
• Key benefit for Monash:
• We will be promoting our alumni (product) and building our global reputation.
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