Turning Co-workers into Collaborators- how to work with non-content strategists and bring them into your content strategy practice.

1. Kathy Matosich | Facebook Content Strategists | @kmatosich

2. HELLO!
I’m Kathy
(I’m not an artist, so thanks to Cheryl Lowry for the illustrations!)

5. PRODUCT CONTENT
STRATEGY

9. News Feed Messenger Profile Events
PagesSearchGroupsPhotos

10. SIMPLE,
STRAIGHTFORWARD AND
HUMAN

12. Celebratory Inspiring Encouraging Helpful Informative Educational Reassuring Supportive Sympathetic
TONE SCALE

13. CONCEPT
Cellular mobile telephone

14. CONCEPT
TERMS Cellular
Mobile phone
Mobile device
Cell phone
Cellular mobile telephone
phone

15. CONCEPT
Cellular mobile telephone
TERMS Cellular
Mobile phone
Mobile device
phoneCell phone
MANAGED TERMINOLOGY

16. CONCEPT
Cellular mobile telephone
TERMS Cellular
Mobile phone
Mobile device
phoneCell phone
MANAGED TERMINOLOGY

19. EXAMPLE OF A PUBLIC EVENT IN NEWS FEED

20. EXAMPLE OF A PAGE’S UPCOMING EVENTS

21. Celebratory Inspiring Encouraging Helpful Informative Educational Reassuring Supportive Sympathetic
(EVENTS) TONE SCALE

28. TEXT HERE ABOUT CREATING AN EVENT

29. TEXT HERE ABOUT CREATING AN EVENT

30. Goes to Facebook to post about an upcoming show
User Journey - Page Admin, Keith
Feel: Stressed, short on time, but excited
for upcoming show.

31. Goes to Facebook to post about an upcoming show
User Journey - Page Admin, Keith
Distracted by News Feed
Feel: Stressed, short on time, but excited
for upcoming show
Feel: Happy to catch up / stress leaks in,

32. Goes to Facebook to post about an upcoming show
User Journey - Page Admin, Keith
Distracted by News Feed
Navigates to his Page
Feel: Stressed, short on time, but excited
for upcoming show
Feel: Happy to catch up / stress leaks in,
Feel: Like he’s got this, is here to do what
he set out to do,

33. Sees this “Upcoming Events” null state for his Page
User Journey - Page Admin, Keith
Feel: Bad that he didn’t do something to
promote this event sooner,

34. Sees this “Upcoming Events” null state for his Page
User Journey - Page Admin, Keith
Considers post vs. creating event
Feel: Bad that he didn’t do something to
promote this event sooner,
Feel: Time pressure, do I have time to
make an event and will the investment be
worth it?

35. Sees this “Upcoming Events” null state for his Page
User Journey - Page Admin, Keith
Considers post vs. creating event
Makes a decision to create event
Feel: Bad that he didn’t do something to
promote this event sooner,
Feel: Time pressure, do I have time to
make an event and will the investment be
worth it?
Feel: Like he’s making the right decision
with his time.

37. TEXT HERE ABOUT CREATING AN EVENT

38. TEXT HERE ABOUT CREATING AN EVENT
Helpful
Have something
coming up?
Create an event to let
people know about it.
[Create Event]

39. TEXT HERE ABOUT CREATING AN EVENT
Helpful
Have something
coming up?
Create an event to let
people know about it.
[Create Event]
Informative
Create an event and let
people know what
your Page has
coming up.
[Create Event]

40. TEXT HERE ABOUT CREATING AN EVENT
Helpful
Have something
coming up?
Create an event to let
people know about it.
[Create Event]
Inspiring
Bring people together
by creating an event.
[Create Event]
Informative
Create an event and let
people know what
your Page has
coming up.
[Create Event]

41. TEXT HERE ABOUT CREATING AN EVENT
Helpful
Have something
coming up?
Create an event to let
people know about it.
[Create Event]
Inspiring
Bring people together
by creating an event.
[Create Event]
Informative
Create an event and let
people know what
your Page has
coming up.
[Create Event]

42. TEXT HERE ABOUT CREATING AN EVENT
Helpful
Have something
coming up?
Create an event to let
people know about it.
[Create Event]
Inspiring
Bring people together
by creating an event.
[Create Event]
Informative
Create an event and let
people know what
your Page has
coming up.
[Create Event]
MEH MEH BAD

44. WE’RE ALL JUST A BUNCH
OF VENN DIAGRAMS

46. 1. Know what success looks like
2. Identify co-workers that share your Venn diagram
3. Frame your work
4. Share the

47. WHAT DOES SUCCESS
LOOK LIKE?

48. SUCCESS IS:
TEXT HERE ABOUT CREATING AN EVENT
Increase event creation from this location by 5%

49. WRITE IT DOWN

50. SHARE IT OUT

51. SHOUT IT OUT

52. IDENTIFY CO-WORKERS
WITH SIMILAR GOALS

54. Brainstorm partner Run tests
Quick feedback

55. Brainstorm partner Run tests
Quick feedback
Allison | Marketing

56. Brainstorm partner Run tests
Quick feedback
Allison | Marketing

57. Brainstorm partner Run tests
Quick feedback
Allison | Marketing Nicky | Engineering

58. Brainstorm partner Run tests
Quick feedback
Allison | Marketing Nicky | Engineering

59. Brainstorm partner Run tests
Quick feedback
Allison | Marketing Nicky | Engineering
Scott | Product Design

60. Brainstorm partner Run tests
Quick feedback
Allison | Marketing Nicky | Engineering
Scott | Product Design

62. Brainstorm partner Run tests
Quick feedback
Allison | Marketing Nicky | Engineering
Scott | Product Design

63. Who are your collaborators?

64. FRAME YOUR WORK

66. Fine
Okay … Sure
Me: “How does this sound…”

67. Me: “What would you do next if you read…”
“What does it mean to you if you saw…”
“If you heard this phrase, what celebrity would you think
said it?”
so much It sounds To me this means
I would look … like Oprah! …
for a button…

68. Me: “What would you do next if you read…”
“What does it mean to you if you saw…”
“If you heard this phrase, what celebrity would you think
said it?”
Like a newscaster… Like a
rapper…

70. 1. Concrete results
2. Awareness
3. Community
VALUE PROPOSITION
TEXT HERE

71. 1. Concrete results
2. Awareness
3. Community
VALUE PROPOSITION
TEXT HERE
1. Get more people to your next event by
creating it on Facebook.
2. Make it easy for people to find your
next event. Create it on Facebook.
3. Create an event and get your
community together.

72. 1. Concrete results
2. Awareness
3. Community
VALUE PROPOSITION
TEXT HERE
1. Get more people to your next event by
creating it on Facebook.
2. Make it easy for people to find your
next event. Create it on Facebook.
3. Create an event and get your
community together.

73. 1. Concrete results
2. Awareness
3. Community
VALUE PROPOSITION
TEXT HERE
1. Get more people to your next event by
creating it on Facebook.
2. Make it easy for people to find your
next event. Create it on Facebook.
3. Create an event and get your
community together.
Set up A/B tests
and help analyze
data

74. VALUE PROPOSITION
TEXT HERE
Get more people to your next event by
creating it on Facebook.
Make it easy for people to find your next
event. Create it on Facebook.
Concrete results: Awareness:

75. AWARENESS!

76. SHARE THE

80. Quick email to person + their manager
Hat tip to your collaborators in an internal
group or channel
Thank you in person or a note

81. SHARING SUCCESS =
SPREADING INFLUENCE

82. 1. Know what success looks like
2. Identify co-workers that share your Venn diagram
3. Frame your work
4. Share the
TURN CO-WORKERS INTO
COLLABORATORS

84. WHAT DO YOUR
COLLABORATION
(CHALLENGES) LOOK LIKE?

85. Kathy Matosich | Facebook Content Strategists | @kmatosich