Social Content Life Cycle: From Cradle to Grave at IAB Deep Dive Session Singapore
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10 STEPS of Social Content Life Cycle: From Cradle to Grave 1. AUDIT – What do we have 2. ANALYSE – Are they useful 3. STRATEGIZE – How does it help 4. CATEGORIZE – What should it be used for 5. PRODUCTION – Making it complete 6. REVIEW – Internal checks 7. APPROVE – Stakeholder approvals 8. PUBLISH – Getting it out there 9. UPDATE – Content integrity 10. ARCHIVE – Content afterlife
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Social Content Life Cycle: From Cradle to Grave at IAB Deep Dive Session Singapore
- 1. SOCIAL CONTENT LIFE CYCLE: FROM CRADLE TO GRAVE IAB DEEP DIVE SERIES #1 • 27 JULY 2016 • NICK PAN • @nickpan #IABSGsocial
- 2. 10 STEPSSOCIAL CONTENT LIFE CYCLE: FROM CRADLE TO GRAVE Photo: Teddy Kelly
- 3. AUDIT WHAT DO WE HAVE There is a wealth of content that organisations already have internally or have access to that can be used for social. • Photo Library • Offline Content • Archives / Old Content • Website • Feature People (Staff / Customers) • Social Mentions • Curate Social Content • Partner Content • Brainstorm • Create New Content 1 Photo: Simson Petrol
- 4. ANALYSE ARE THEY USEFUL All animals are equal, but some animals are more equal than others. George Orwell, Animal Farm • Qualification Factors • Quality • Ownership & Rights • Purpose • Timeliness 2 Photo: Gaelle Marcel
- 5. STRATEGISE HOW DOES IT HELP How does the content you have dovetail into the existing Social Strategy? • Business Goals & Objectives • Reach, Awareness, Activation, Loyalty • Communications Plan • Social Playbook • Content Plans • Social Experiments 3 Photo: Maarten van den Heuvel
- 6. CATEGORISE WHAT SHOULD IT BE USED FOR Social Content can be for different purposes and can come in many formats across channels. • Content Pillars • Listicals & Roundups • How-To & FAQ • Reviews, Testimonials & Case studies • Quotes • Brand Stories • Facts & Stats • Research & Reports • Whitepaper & E-Books • Infographics • Photo Albums • Memes • Polls & Contests • Videos & Gifs • Presentation Slides 4 Photo: Yanko Peyankov
- 7. PRODUCTION MAKING IT COMPLETE Sometimes the content itself needs a bit more work to make it awesome. • Social Copywriting • Punchy Title and Description • Thumb stopping visual / gif /video • TL;DR • Author / Contributor Write-up / Photo • Call to Action • Landing Page • Indemnity & Disclaimers 5 Photo: Todd Quackenbush
- 8. REVIEW INTERNAL CHECKS Make sure the content meets the necessary guidelines. • On Brand (Look & Feel, Imagery & Tone) • Social Playbook Guidelines • Checklists • Technicalities (eg. Tracking Codes) 6 Photo: Alejandro Escamilla
- 9. APPROVE STAKEHOLDER APPROVALS Organisations need to have appropriate gatekeepers for social in place. • Identify Stakeholders / Gatekeepers • RACI Model (Responsible, Accountable, Consulted, Informed) • Plan out approval process (daily, weekly, monthly, quarterly, adhoc) 7 Photo: Benjamin Child
- 10. PUBLISH GETTING IT OUT THERE Making sure your content reach the right audience at the right time and the right place. • Time of Day • Which Social Channels • Geography • Social Influencers • Online PR • Audience Targeting & Media support 8 Photo: Bench Accounting
- 11. UPDATE CONTENT INTEGRITY Things change and evolve quickly on social, hence keeping your audience updated ensures the integrity of your content. • Developing Stories and Conversations • Updated Facts • Correct Mistakes 9 Photo: Jay Wennington
- 12. ARCHIVE CONTENT AFTERLIFE Consumers access content in many ways, not necessarily from newsfeeds which means they might stumble upon old content from search or links. • Remove Really Old Content • Redirect Audience • Online Archive (eg. Facebook Albums) • Offline Archive (backup and store offline) 10 Photo: Dương Trần Quốc
- 13. SOCIAL CONTENT LIFE CYCLE FROM CRADLE TO GRAVE 1. AUDIT – What do we have 2. ANALYSE – Are they useful 3. STRATEGIZE – How does it help 4. CATEGORIZE – What should it be used for 5. PRODUCTION – Making it complete 6. REVIEW – Internal checks 7. APPROVE – Stakeholder approvals 8. PUBLISH – Getting it out there 9. UPDATE – Content integrity 10. ARCHIVE – Content afterlife | Nick Pan | @nickpan Photo: Teddy Kelly
- 14. admin@iab.sg www.iab.sg INTERACTIVE ADVERTISING BUREAU SINGAPORE