This document provides an overview of content strategy and management for digital platforms. It discusses developing a big idea and defining target audiences before creating a site map and product requirements document. It also covers creating an editorial calendar to schedule content publication and choosing a content management system. Social networks like Facebook and content formats are reviewed. The document concludes with examples of Thai online portals and their traffic.

1. Link !
Content
?
Young Webmaster Camp 10
Jakrapong Kongmalai ( )
Co-founder thumbsup.in.th
@jakrapong

2. 2536 Boom Radio 90 FM, 89
Pirate Rock, Get 102.5
2541 1
manager.co.th
2543 aussietip.com
2545
mars
Content, Digital
2547
Community, Business, M
Social Media
YellowPages.co.th
arketing
2550
Yahoo! (Flickr, Yahoo! Answers, Yahoo!
Group) singtip.com
2553
Content thumbsup.in.th
Positioning

3. • (Content
?)
• “ Content”
Social Network Content
• Content
Content
• SEO
• Workshop
• Q&A

5. Content
Content
555555!
Platform
Social Network,
Engagement

6. Content
Link
Content …
! SEO
Community
!

7. Content

12. , , ,
“ ”

17. Infographic =

18. Web content
Infographic
( )
( comment,

19. “Content”
“ ”
“ ”
Content
“ ”

20. VRZO

21. VRZO

23. 2
• 1
(Product & Content Strategy)
• 2
( Editorial calendar)

24. 4 ?
Content
Product manager
Project manager (PM)
Programming
Marketing
Design / UX /
UI

25. 1

26. 1. BIG Idea
Blog Social
network Portal
Niche Social
E-Commerce network
Micro-
Blog

27. 2. 5W
1H
Who:
Who:
What:
When:
Where:
Why:
?
How:
?

28. 3. Site Map

29. ?
3
1. BIG Idea
2. 5W 1H
3. Site Map
Product Description Requirement
(PRD)

30. PRD
?
PRD product requirements document
( )
Marketing Requirements
Document (MRD)
technical
requirements document (TRD) PRD

31. PRD ?
• Title & author information
• Purpose and scope, from both a technical and business perspective
• Stakeholder identification
• Market assessment and target demographics
• Product overview and use cases
• Requirements, including
– functional requirements (e.g. what a product should do)
– usability requirements
– technical requirements (e.g. security, network, platform, integration, client)
– environmental requirements
– support requirements
– interaction requirements (e.g. how the software should work with other systems)
• Constraints
• High level workflow plans, timelines and milestones (more detail is defined
through a project plan)
• Evaluation plan and performance metrics

32. • Big idea: Blognone
Developer Geek
Mashable, TechCrunch
thumbsup
• 5W 1H Who: thumbsup
What:
Mashable
When:
3 Where:
Social Media Facebook Page

33. Product &
Content Strategy
• BIG Idea
• 5W 1H
• sitemap
• PRD
• Content PRD

34. 2

35. 2 Editorial Calendar
Editorial Calendar
Content Publish
( Web Marketing)
Publish
spreadsheet online spreadsheet
Excel Google Docs

36. Content
1. Brainstorm
content publish
2. Publish
Publish review
3. Content
4. Edit
5. Publish

37. Editorial
Calendar
• Publishing Date – Publish
• Title –
• Topic –
• Author –
• Editor/Publisher – Edit Post
• Associated Keywords –
• Categories –
• Tags – keywords (3-5 ) Tag SEO
• Call-to-action –
• Status – pending, in progress, posted
• Related Marketing Opportunities –
? Web marketing

38. Content Management System
Content management system, CMS)

39. tag
Publish schedule

40. 10 Blog
1.
2.
3.
4.
5. 5 10
6.
7. Blog
8.
9.
10. Call to action

41. Content
?
• Blog “ ”
(
)
• Portal
Yahoo!
Content
http://styleguide.yahoo.com/

42. … Content for Social
Network

43. ?
Content
Social Network

44. Social Network
“ ”

45. Facebook Publishing

46. Facebook Page
142,029 fans 8,458 Talking about this (10% is average value )

47. Content Posting

48. Promotion is okay… but

49. Facebook Primetime?

50. 10
Facebook
1.
2. 1-2
3. Facebook thumbnail
4.
5. Exclusive content
6.
7.
8.
9.
10.

51. Twitter reach more than 3M imp

54. TV

55. • : Samsung Galaxy SIII
Galaxy (17 2555)
• Siamphone: Samsung
Samsung Galaxy S3 (4 2555)
• Thumbs Up: Samsung “Galaxy S 3”
(4 2555)
• Freemag.net: Samsung Galaxy S 3
Apple iPhone? (4 2555)
• 9tana: Benchmark) …
Samsung Galaxy S3 iPhone 4S

56. Social
Network
• Social Network
• Facebook, Twitter
“ ”
• Likes, Follower

57. Web Content
• Niche
,
,
•

58. (Content
& Community)
• Managing Editor,
Editor ( Kapook, Sanook, Dek-D,
, ,
)
• Digital Marketing communication
• Social Media Management, Copy Writer,
PR

60. Manager.co.th
Key concept: Thai Online News Portal (Previously, as a supplement for Manager Daily)
Positioning: Integrated media for ASTV, Manager Media Group and other non-Thai
media
Content strategy: Created by editorial staff
Traffic: 3.2M users per month

61. thumbsup.in.th
Key concept: Digital Business news & article blog
Positioning: Premium quality & leading source of Thai Tech Startup.
Content strategy: Created by editorial staff
Traffic: 80,000 ~ 100,000 Unique IP per month

62. Workshop

63. Q&A