Now more than ever, the power to tell an organization's story and share company news resides in the hands of those within the organization. So, how do you identify those nuggets worth sharing with internal audiences and external stakeholders? And with the proliferation of social media platforms and channels, what content is best shared where? Jessica Flynn provides an overview of best practices of content curation, narration and creation with useable guidelines to help get your story told on the platform best suited for it.

1. Curation, Narration, Creation:
Making Your Content Work Across Platforms
Jessica Flynn | @jessflynn | jessicaflynn@redskypr.com
Red Sky Public Relations
September 12, 2012
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2. THE NEXT 45 MINUTES
> The State of Social Today
> Breaking Down the ‘tion’s
> Defining Why, Determining Who, Deciding Where
> Your Toolbox
> Identifying Content
> Use Cases
> Do’s & Don'ts
> Your Next Steps
2

3. GROUND RULES
• Specialist, please
• No Sales Pitch
• The Basics
• Healthy Respect
• Speed of Thumbs
• The ROI
• Questions Welcome
• Beware the Tangent
3

4. THE STATE OF SOCIAL
4

5. STATE OF SOCIAL TODAY
Source:
Burson
Marsteller
5

6. STATE OF SOCIAL TODAY
Source:
Burson
Marsteller
6

7. STATE OF SOCIAL TODAY
Source:
Burson
Marsteller
7

8. STATE OF SOCIAL TODAY
> People are talking… a lot
> Video content creation is on the rise
> Engagement is second nature to companies
> Multiple accounts on platforms allow companies to target
audiences by geographic, topic or service
> Companies are adapting rapidly to new platforms
Source:
Burson
Marsteller
8

9. Source:
Content
Marke2ng
Ins2tute
9

10. STATE OF SOCIAL: Coke’s Content 2020
> It’s what’s inside the
message that counts
> Create ideas and
elements of content
so contagious they
cannot be controlled
> No-one now has the
‘Smarts’ on ideas
> Switch from one-way
to dynamic storytelling
Source:
Coca
Cola
Content
2020
10

11. THE ‘TIONS
11

12. THE ‘TIONS
> Curation : manually discovering, gathering
and presenting digital content that surrounds
specific subject matter
– Aggregation: automated curation (RSS feed)
> Narration : assimilating information and
retelling it
> Creation : developing newsworthy,
educational and/or entertaining material for
distribution over digital platforms
12

13. CURATION
"I believe that there
is a role for trusted
curators of news,
people who have
unique access or
unique insight, who
can get to news
more quickly than
anybody else, or
dive into it more
deeply."
- Louis Gray
Source:
Page
One
Curator
13

14. CURATION EXAMPLES
• Industry News
sections of company
websites
• RSS feeds on blogs
• E-newsletters
featuring themed
content
• Paper.li e-newsletters
Source:
Galla2n
Public
Affairs
14

15. CURATION PLATFORM: PAPER.LI
15

16. NARRATION
“Well, if storytelling
is important, then
your narrative ability,
or your ability to put
into words or use
what someone else
has put into words
effectively, is
important too.”
- Howard Gardner !
16

17. NARRATION EXAMPLES
• Live blogging
events
• Tweeting
speeches,
presentations,
conferences with
#hashtag
• Facebook album
chronicling a
journey
17

18. NARRATION PLATFORM: STORIFY
9/11
Ohio
Drought
Chicago
Teacher’s
Strike
18

19. CREATION
“We are made of
stories… and there
are [sic] increasing
opportunities that
technology presents
in terms of telling
deeper and more
immersive stories.”
- Jonathan
Mildenhall!
19

20. CREATION EXAMPLES
• Corporate blog
• Company Photo
Album
• YouTube channel
• Presentations
• Case Studies
• Customer
Experiences
• Testimonials
• Webinars
Source:
Whole
Foods
20

21. CREATION PLATFORM: WORDPRESS
21

22. DEFINE WHY
DETERMINE WHO
DECIDE WHERE
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23. DEFINE YOUR WHY
> Why do this?
> What are your
business goals?
> What are your
marketing goals?
> What is the point of
your content?
> What will success
look like?
23

24. WHO ARE YOU?
> What are your company’s
core strengths?
> What is your personality?
> Who is your competition?
> What sets your company
apart from others in your
industry?
> What is your target
location (international/
national/regional/state/
local)?
Source:
SPROUT
Content
24

25. WHO IS YOUR AUDIENCE?
> What do your clients
most want and need?
> What are they asking for?
> How do people feel after
they use your services?
> What are your customers
trying to accomplish?
> Describe your typical
customer.
> How do they find you?
Source:
SPROUT
Content
25

26. DETERMINE YOUR WHERE
hEp://www.cmo.com/social-­‐media-­‐guide/2012/
26

27. DETERMINE YOUR WHERE
Thought Leadership Timely News
> Corporate Blog > Twitter
> Industry Blog > Storify
> LinkedIn > Google+
> Slideshare > E-newsletter
Audience Engagement Visual Content
> Facebook > YouTube
> Twitter > Flickr
> Polls/Surveys > Facebook
> Pinterest
27

28. TOOL TALK
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29. STOCK YOUR TOOLBOX: THE BASICS
• Digital Still Camera
• Digital Video Camera
• Mini Tripod
• E-Marketing Service
• Blog
• Online Video
Channel
• Online Photo
Channel
• Google Alerts
• RSS Feed Reader
29

30. TOOL BOX BASICS
E-Marketing Service Blog
30

31. TOOL BOX BASICS
Online Video Online Photo
31

32. STOCK YOUR TOOLBOX: OPTIONAL ADD ONS
• Twitter Feed(s)
• Company Facebook
Page
• Company LinkedIn
Page
• Pinterest Account
• Tumblr Blog
• Slideshare Account
• Storify Page
32

33. IDENTIFYING CONTENT
33

34. CONTENT SOURCES: INTERNAL
> New offerings
> Behind the scenes
> Partnerships
> How-To’s, tips
> Customer service
> Customer feedback
> Insights into Culture
> Predictions
> Events
> Infographics (data!) 34

35. CONTENT SOURCES: EXTERNAL
> Google Alerts
> Trend searches
> Competitive moves
> Industry articles
> Industry blog posts
> Industry studies
> Recognition/Awards
> Conferences
35

36. CONTENT SOURCES: EXTERNAL
> Google Alerts:
– Your company, your executives, your competitors
– Industry keywords
> Trends:
– Google Trends
– Trendwatching.com
> Industry articles/blogs/studies
– LinkedIn Industry Groups
– SmartBrief.com
– Quora.com
– Industry Association Newsletters
36

37. USE CASES
37

38. USE CASE #1: Event Narration
> Conference
attendees: thought
leaders, insiders
> Conference hosts:
connectors &
facilitators
WHERE: Twitter, Blog
38

39. USE CASE #2: Corporate Announcement
> Sharing news on your
terms
> Showcasing forward
momentum
> Reaffirming business
goals & success
WHERE: Blog, Flickr,
YouTube, LinkedIn
Facebook, e-newsletter Source:
Western
States
Cat
Equipment
39

40. Use Case #3: New Hire
> Develops personal
connections between
your company and
audience
> Creates web of
influence and
broadens network
WHERE: Blog,
Facebook, LinkedIn, E-
newsletter
Source:
Integra
Marke2ng
40

41. Use Case #4: Customer Input
> Customer service
> Showcase solutions
> Seek feedback on
initiatives, products
> Leverage the online
focus groups
> Surveys, polls
WHERE: Facebook,
Twitter, e-newsletter
41

42. Use Case #5: Show Your Culture
> Team events
> Partner events
> Giving back
> Engaged staff
> The outside 9-5 side
> Company personality
> Company values
WHERE: Facebook,
Flickr, Twitter 42

43. DO’S AND DON’TS
43

44. DON’TS
> Sell 24/7
> Abuse the dashboard
> Put content in the
same format on every
platform
> Make platform
orphans
> Be devoid of
personality
44

45. DO’S
> Create an editorial
calendar
> Find content champions
> Open the kimono
> Create regularly
> Make your content
shareable
> Respect speed of thumbs
45

46. Next Steps
Assess
CraU
Ac2vate
• Who
is
on
the
• Social
Media
• Launch
one
to
team?
Corporate
Policy
two
plaWorms
at
• What
do
your
• Editorial
a
2me
customers
want?
Calendar
and
• Strategy,
• Where
are
you
approval
flow
Ac2va2on,
comfortable?
• Guidelines
for
Feedback
cycle
• How
much
2me
your
plaWorms
• Cross-­‐plaWorm
do
you
have?
promo2on

47. Final Thought
PEOPLE CAN’T BUY
YOUR PRODUCT EVERY DAY,
BUT THEY CAN
CONSUME YOUR CONTENT
AND BE INSPIRED DAILY.
- YULI ZIV
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48. Jessica Flynn
jessicaflynn@redskypr.com
www.redskypr.com
@jessflynn
http://www.linkedin.com/in/jessflynn#
http://www.diigo.com/user/jessflynn
https://www.vizify.com/jessica-flynn
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