social content life cycle: from cradle to grave at iab deep dive session singapore
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SOCIAL CONTENT LIFE CYCLE: FROM CRADLE TO GRAVE
IAB DEEP DIVE SERIES #1 • 27 JULY 2016 • NICK PAN • @nickpan
#IABSGsocial
10 STEPSSOCIAL CONTENT LIFE CYCLE:FROM CRADLE TO GRAVE
Photo: Teddy Kelly
AUDITWHAT DO WE HAVE
There is a wealth of content that organisationsalready 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
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Photo: Simson Petrol
ANALYSEARE 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
STRATEGISEHOW 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
CATEGORISEWHAT 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
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Photo: Yanko Peyankov
PRODUCTIONMAKING 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
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Photo: Todd Quackenbush
REVIEWINTERNAL CHECKS
Make sure the content meets the necessary guidelines.
• On Brand (Look & Feel, Imagery & Tone)• Social Playbook Guidelines• Checklists• Technicalities (eg. Tracking Codes)
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Photo: Alejandro Escamilla
APPROVESTAKEHOLDER 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)
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Photo: Benjamin Child
PUBLISHGETTING 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
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Photo: Bench Accounting
UPDATECONTENT 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
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Photo: Jay Wennington
ARCHIVECONTENT 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)
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Photo: Dương Trần Quốc
SOCIALCONTENTLIFE CYCLEFROM 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
