embracing new media and becoming a blogger - the conversation by design story

EMBRACING NEW MEDIA AND CONTENT DEVELOPMENT…and becoming a blogger

57182 - Rethinking media

By Sarah Creelman (1118-4470)

Today’s discussion

•  product, positioning and performance

•  Content & STRATEGY

•  Promotion

•  Parting thoughts…

“Living digital is Not just about getting into social or getting a blog, the whole philosophy has changed to an idea of relentless giving”

- @briansolis, altimiter group

Avoiding digital darwinism

Introducing conversation

by design

Infographic here

“Blogging today is all about connecting and engaging with real and growing audiences; sharing stories and ideas and generating discussion and two-way interaction on and offline. Most of all, it’s about building and fostering a genuine community of fans, followers, supporters, enthusiasts and advocates of the blogger’s brand, of who they are and what they stand for” - @trevoryoung, PR Warrior and author of “microdomination”

Content & Strategy •  objective: demonstrate thought leadership

and new ideas in the areas of social and digital media for the comms professional

•  Strategy: Develop a social platform that delivers a depth and breadth of Social/Digital discussion that builds community, encourages discussion and content sharing

Conversation by design – Content framework

Conversation by Design

About Us Contact Us

PR & Digital Musings

#pr hangouts

Pop Culture

The Pool Room Off Topic

Work/life Tech Video

Games

Content highlights •  #PRHangouts, conducted via Google hangouts

and published on youtube –  Andres Lopez Varela, content services director,

weber shandwick –  Matthew gain, general manager, edelman sydney

•  Investigation into hybrid media power players –  House of cards: is netflix the new model for tv

entertainment –  Orange is the new black: can the medium determine

the success of the message?

Adopting multimedia publishing strategies

•  Social elements as content: –  Recorded and embedded google hangouts – original video content (TL;DW?)

–  Inclusions of embedded tweets as quotes

–  Content rich with hyperlinks to relevant/sourced content

–  Interactive discussion in comments

Promotion & community building

•  Personal social media profiles –  Twitter –  LinkedIn –  Facebook

•  Linked in groups – Our class group and relevant industry spaces

•  Direct requests – email and in person! •  …considered adwords investments…

promotion

Performance analysis What worked: •  Twitter was a

powerful short-term amplifier

•  Linked in delivered a stronger long-tail result

•  Experimenting with all sorts of content

What was learned: •  It’s really

challenging building a community and audience!

•  First video potentially too long – 30 mins

•  Need for earlier-stage content promotion

Parting thoughts •  There’s a lot that goes into making a

successful blog •  Experienced the pros (and challenges) of

citizen journalism + content creation •  Earned vs owned vs paid audience – best way to

kick start? •  I’m now a blogger

–  Upcoming hangouts with FB Comms Head, RSPCA Comms Lead, H&K’s corp comms director in bangkok

–  Industry news and events –  Blog profiles and industry marketing

Any questions?

Thank you!

Sarah Creelman @screelman