build the social media machine

Social Media Machine

Presented by Mark Vang

The complete four part series.

● [RSVP] Part Introduction to Social Media Machines⓵● [RSVP] Part Build the Social Media Machine⓶● [RSVP] Part Tune the Social Media Machine⓷● [RSVP] Part Social Media Machine Q&A and Summary⓸● [playlist] Rise of the Machines HOA Event - full playlist including supplemental

videos.

Content distribution process.

● The social media machine is part of the content distribution process.

● Content production is a separate process.

● The machine can automatically “source in” curated content.

Chess Club +

This project has a simple content path that starts at a single source with distribution to multiple channels. [inventory/goals]

Other projects might have multiple paths and would have a more complicated system map.

The content distribution schema from step 3. (previous event)

The machine based on the original content distribution schema from step 3 (previous event).

Chess Club +Social Media Machine

Chess Club +Social Media Machine

What happened to Facebook? Where does it fit in?This is why we plan this stuff before we start building it.

Chess Club +Social Media Machine

This only describes what happens to video content.

Are there any other types of content to distribute?

Review strategy and goals. [Event I, Step 2]

Mission: Chess Club+ will create opportunities for players to connect on Google+ to organize personal online matches and establish a venue to share game outcomes.

Strategy: ● Establish Chess Club + as a community brand.

○ Requirement: Increase community membership without sending invitations to G+ members.

Goals:● Make Chess Club+ the largest Chess Community on Google+● Use the website to share videos crafted from actual player matches using PGN files.● Create opportunities for player matches.

The social media machine will allow me to focus my time on content production and community management and not spent time Tweeing stuff or trying to remember to post to Facebook.

Identify decision points for each content path.

Content path: ● description from flow/system diagram.

○ What is posted?■ media type

○ When is it posted?■ time, automatic, trigger

○ Where does it get posted?■ social platform, website, etc.

step ①

Identify decision points for content path - ➀

Content path: video (production) YouTube (upload) social platforms➜ ➜● After video is uploaded to YouTube, distribution to CC+ social accounts should happen

automatically.○ What is posted? (media)

■ YouTube video.Community members are asked to submit the PGN files from their real-life games and a video is created offline and uploaded to YouTube.

○ When is it posted?■ Automatic distribution after upload to YouTube.

○ Where does it get posted?■ YouTube, +page, Twitter, Facebook, Blogger■ The LinkedIn page is not going to be included at this point.

Video content distribution path.

step ①

Identify decision points for content path - ➁

Content path: curated content social platforms➜● Select sources for curated content - chess blogs, chess related YouTube channels, etc. to

provide additional value to the content stream.○ What is posted?

■ Blog posts from RSS feeds.■ Favorited videos from other channels.■ Suggested posts via HootSuite/Buffer.

○ When is it posted?■ continuous/automatic, on-demand & scheduled

○ Where does it get posted?■ mix of: +page, Twitter, Facebook

Curated content distribution path.

step ①

THE PURPOSEFUL MACHINE

● Reduce the number of actions needed to distribute content to platforms.

● Completely automate some tasks so staff can focus on content production and measuring results.

Two content paths.

Path 1 - video.○ When is it posted?

■ Automatic distribution after upload to YouTube.○ Where does it get posted?

■ YouTube, +page, Twitter, Facebook, Blogger

Path 2 - curated content.○ When is it posted?

■ continuous/automatic, on-demand & scheduled○ Where does it get posted?

■ mix of: +page, Twitter, Facebook

Switches and feedback mechanisms.

● What third party apps or websites can connect the platforms and provide the needed automation?

● How are decisions made and output configured? Can I add hashtags?

● How do I know that posts are made to the platforms on schedule and in the correct format?

● How do aggregators factor into content distribution?

● Which aggregators can be used to gather content and which are used to distribute content?

● Are email notifications delivered by specific platforms when posts are “liked”, shared, etc.

Switches route content based on rules and filters.

A “switch” is any application that makes a decision.● scheduling (when?)● routing (where?)

There are a LOT of websites that offer ways to create “switches” to manage your content distribution. ● Buffer - scheduling (time)● Feedly - sorting (collection)● IFTTT - triggers, routing, edits● RebelMouse - aggregator

step ②

Combining switches to create rules.

1. Feedly sorts aggregated content into collections.

2. IFTTT takes content from a specific collection and processes it based on a rule or set of rules.

3. Buffer accepts input from IFTTT and applies additional rules - by posting the content to Twitter at specified intervals.

IFTTT can also modify output so it can provide a “Tweetable” output to Buffer and a full post for Facebook.

The Sanctuary Networking Community uses this process to distribute blog posts made by community members. Twitter gets a short description (title) and link. Facebook gets the title, full description and link to take advantage of the larger post format available on that platform.

Feedly could also be used to prioritize content. IFTTT could pass one collection (feed) through to Buffer for delayed posting and another feed

straight through to Twitter for immediate release.

Social Media MachineThe +HOA Calendar event promotion system is a social media machine prototype built by: