Content creation for the online activist

content strategy
for the online activist

Cunning Minx @cunningminx cunningminx@gmail.com www.polyweekly.com

step 1: craft a mission statement

craft a
mission statement

What is your mission?


who are you?

sample
mission statements
Seattle Girls of Leather: We provide camaraderie and
a safe space to any individual who identifies as a
Leathergirl. We provide community service within &
outside of the Puget Sound area Leather Community at
large. What
Who
Where

who are you?

sample
mission statements
CSPC: Our mission is to inspire and assist volunteers to
produce experiential events where members can explore
their sexual interests in a physically and emotionally safe
environment.
What Who


creating a mission statement

who
what
powerful words action verbs
why
how/where

mind map

sample mind map
for a panties activist


step 2: state outreach goals

state
outreach goals
Whom do you want to What do you want them to How will you know when
reach? do? you’ve succeeded?


step 2: state outreach goals

sample
outreach goals
Whom do you want to What do you want them to How will you know when
reach? do? you’ve succeeded?

We want to reach people of We want our fans to Success will look like this:
all races, genders and attend public events
comment on the blog, call we receive emails saying
over 2010,000 Twitter
get comments from
physical capability who are relating comment line and
in to theto polyamory, sign followers, a Klout score
“you let every blog post;of
fans on me know that I’m
curious about non- petitions and write their
share their own personal 75 a freak Google+
notand andand that there
Tweets panties thrown at us
monogamy. congresspeople.
stories about non- at every event.
are others like posts
shares of blog me.” with
monogamy. continuing discussion.


step 3:
pick your idols and engage your
resources


step 3: pick your idols

who is already engaged in
your field?
List all the people already blogging, podcasting,
writing, speaking, Tweeting actively in your field.
Research their:
Voice
Content
Audience
Frequency of posting


Asking a resource for help
be concise. ask small. be specific.


step 4: define the team



Keep the team small, manageable and tight. Team
members, especially volunteers, might have other
responsibilities. Small and focused is better than big
Keep the group and overreaching.
small



The brand should speak with a consistent voice,
Identify the personality and attitude across channels.
brand
personality



Don’t rely on chance. Schedule specific shifts for
posting and monitoring.
Schedule
specific shifts



Before each shift, do a brief handoff. The previous shift
volunteer should do a quick summary of events,
conversations and trends.
Do a handoff



Social media strategy is constant course correction.
Exchange ideas, results and feedback on a regular
basis using sharing tools such as Google Drive or
Exchange ideas Google Hangout.



Make it a team goal to create a best practices
document for your efforts based on real world
Create best experience.
practices


step 5: define content


step 5: define the content

define the content that will
drive engagement and
meet your goals
The goals will drive your content strategy. What type of
content will drive the most engagement and meet the
goals you’ve set? Have a brainstorming session.


Source: http://www.buddymedia.com/newsroom/2011/04/new-white-paper-facebooks-edgerank-how-to-make-sure-youre-in-the-news-feed/

Facebook EdgeRank
Tips for increasing engagement through EdgeRank



ask questions
where
when
would (drives the highest spike in Likes)
should




post games and trivia
photo caption contest
write a limerick
How many polys does it take to screw in a
lightbulb?
trivia/advice




reply, reply, reply
the longer the thread, the higher the EdgeRank
monitor daily and reply to lengthen the thread
show engagement



post videos and photos
videos and photos get a higher level of engagement
fans love informal staff pix, so post pix and videos of
staff in casual situations




be explicit
post, comment, tell
like and post have highest positive comment and
like rates


Twitter
Tips for increasing engagement on Twitter


Source: http://forms.buddymedia.com/document-download_white-paper.html?pdf=review-strategies-for-effective-facebook-wall-posts.pdf


Tweet on weekends
engagement for brands is 17% higher on
Saturdays and Sundays
Schedule using HootSuite
Notification via Boxcar




Tweet during the day
8:00 AM to 7:00 PM Eastern return 17%
better engagement
(reverse is true for Facebook: best
engagement is for posts between 8:00 PM
and 7:00 AM Eastern. Weird.)




Tweets short and sweet
brands that tweet more than four
times a day receive diminishing returns
tweets under 100 characters get
17% more engagement




link it or lose it
tweets that contain links get 86% higher retweet
rate than those that don’t


step 6: analyze


step 6: analyze

metrics are fun

for podcasts
libsyn has analytics to
determine the most
downloaded episodes


step 6: analyze

metrics are fun

for blogs
hosting services such as
typepad and wordpress
have analytics, or install
Google analytics to see
most popular posts


step 6: analyze

metrics are fun

for twitter
Hootsuite Pro has
amazing reports to show
most popular links


step 6: analyze

metrics are fun

for facebook
page manager tools (under
“insights”) show views and
engagement level


don’t forget!

6 steps to awesome
content creation
1 mission statement
2 outreach goals
3 pick and engage your idols
4 define the team
5 define the content
6 analyze and adjust


Content creation for the online activist

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