Presentation given at the conference "Social Media and 21st Century Journalism" in Abuja, Nigeria in February 2013.

1. Join the conversation
on Twitter by using
#smabuja

2. Content Strategy
on social media
Daniel Ord Rasmussen
Twitter: @danielord
http://www.flickr.com/photos/teliko82/1413284133/sizes/l/in/photostream/

3. Competency
development
Business
Concepts development

4. I’d like to talk
about how to
engage your
audience via
social media

5. The State of
Things

6. Digital native?

7. FDIM 2011

8. Some young people consume 44
hours of media content per day
Danish Institute for Future Sciences
http://www.flickr.com/photos/boedker/2395242333/sizes/l/in/photostream/

9. Fx TV og surfing
har ikke netadgang aldrig månedligt ugentligt dagligt
DR Medieudviklingen 2011 http://www.dr.dk/NR/rdonlyres/D0F84992-F0E6-4107-A2B2-72B6F35B42D4/3471656/medieudv2011_download.pdf

10. 64 % create content that they share with other
Pew Internet Research
Young people see knowledge as something that should be shared
Older people see it as something to be safe-guarded
http://www.flickr.com/photos/theunquietlibrary/4525585087/sizes/l/in/photostream/

11. “65 % of children who start in school today
will end up in jobs that don’t exist yet”
- Cathy Davidson, scientest and author of “Now You See It”
http://www.flickr.com/photos/disaster_area/2372026026/sizes/o/in/photostream/

12. Young people have a different “adoption curve”
They are used to collaboration
and learn fast because of it
The Big Shift, John Hagel, John Seely Brown, Lang Davison

13. FDIM 2011

14. Social media vs.
“the old internet”

15. Your website is your store
http://www.flickr.com/photos/mujitra/5690233956/sizes/l/in/photostream/

16. Newsletters and banner ads are your shop window
http://www.flickr.com/photos/mediawench/3399314565/sizes/l/in/photostream/

17. Social Media is a coffe shop
People talk about you -
even when you’re not there
http://www.flickr.com/photos/weiwei/2955167782/sizes/l/in/photostream/

18. We trust our friends
http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/

19. “We are now an audience with an audience”
- Brian Solis, web marketing hotshot

20. So what do we do with that audience?
http://techcrunch.com/2012/01/12/amazon-kindle-owners-are-borrowing-nearly-300000-electronic-books-a-month/

22. Who here is on
Facebook
privately?
Hands up!

23. Who here is on
Facebook
professionally?
Hands up!

24. How about
Twitter?

25. Google+?

26. LinkedIn?

27. Where are you
now?
Where are you
moving?

28. Ok, so I need to be on Facebook.
Then what?
How?

29. Content Strategy

30. David Armano

31. Few companies
have reacher
Inexperience
this stage
companies More
experienced
companies
David Armano

32. What can I do with Social Media?
Listen
Market
Motivate
Co-create
Li & Bernoff: Groundswell

33. What can I do with Social Media?
Listen
Market
Service
Motivate
Co-create
Li & Bernoff: Groundswell

34. What can I do with Social Media?
Listen
Market
“Salg”
Motivate
Co-create
Li & Bernoff: Groundswell

35. Social media is many things
http://learningtolead.edublogs.org/files/2010/05/Web-20-Collage-v2-by-nickrate.jpg

36. Social media is many things
The digital media landscape is an overlapping mix of
paid, owned and earned media - and it’s growing
http://www.zubiad.com/blog/wp-content/uploads/2011/08/Facebook-Collage.jpg

37. DIGITAL
PROPERTIES
WEBSITES
CUSTOM
BUILT
PORTALS
INTRANET/INTERNET
MEDIA
OWNED
proper0es
EARNE
D
media

38. DIGITAL
RICH
MEDIA
INDHOLD
PROPERTIES ADVERTISING
WEBSITES
BANNERS
CUSTOM
BUILT
PORTALS
DISPLAY-­‐ADS
INTRANET/INTERNET
SPONSORSHIPS
MEDIA
OWNED PAID
proper0es media

39. DIGITAL
RICH
MEDIA
INDHOLD
PROPERTIES ADVERTISING
WEBSITES
BANNERS
CUSTOM
BUILT
PORTALS
DISPLAY-­‐ADS
INTRANET/INTERNET
SPONSORSHIPS
MEDIA
OWNED PAID
proper0es media
PARTNERSHIPS
INFLUENCER
NETWORKS
BRANDED
CONTENT
NICHE-­‐PLATFORMS
SOCIAL EARNED
plaCorms media
Kilde: David Armarno

40. DIGITAL
RICH
MEDIA
INDHOLD
PROPERTIES ADVERTISING
WEBSITES
BANNERS
CUSTOM
BUILT
PORTALS
DISPLAY-­‐ADS
INTRANET/INTERNET
SPONSORSHIPS
MEDIA
OWNED PAID
proper0es media
AMBASSADER
PARTNERSHIPS
INFLUENCER
NETWORKS
BRANDED
CONTENT
NICHE-­‐PLATFORMS
SOCIAL EARNED
OUTPOSTS plaCorms media
FORUMS
BLOGS
“BUZZ”
INFLUENCER
ENGAGEMENT
Kilde: David Armarno

41. The Process

42. Understanding the user
Target audience
Technology Purpose
Goal
Succes parameters
Evaluation
Evaluation of succes
parameteres
Evaluation of participation
Content
Concepts
Planning
Internal prioritising
Platforms
Excecution
Daily work
Dialogue
Participation

43. Understanding the user
Target audience
Technology Purpose
Goal
Succes parameters
Evaluation
Evaluation of succes
parameteres
Evaluation of participation
Content
Concepts
Planning
Internal prioritising
Platforms
Excecution
Daily work
Dialogue
Participation

44. Understanding the user

45. Case: ScooterTV

46. Go niche
- it will always be better
10 %
90 %

47. Work with communities of interest
- what will your audience rally around?
http://www.thehobbithole.co.uk/poster%20pics/hight154.jpg

48. Who is your target
audience?

49. Persondata
Personal data
Work? “I like your content when...”
Age?
Importance “I don’t like it when...”
What is important in
this person’s life?
Value
What value will
people get out of
meeting you on
social media?
Touch Points
When / where does
this person meets
your company?

50. Value proposition

51. Understanding the user
Target audience
Technology Purpose
Goal
Succes parameters
Evaluation
Evaluation of succes
parameteres
Evaluation of participation
Content
Concepts
Planning
Internal prioritising
Platforms
Excecution
Daily work
Dialogue
Participation

52. 2 important questions
1. What is our goal?
2. What is the goal of our users?

53. Why do we want to be on social media?
1. Understand our audience better (Listen)
2. Make people aware of out produkt (Market)
3. Build loyalty (motivate)
4. Make possible help and support (facilitate)
5. Create new content (co-create)

54. How do measure succes om social media?
- Criteria
- The right data

55. Social media
Sales
Social media won’t sell anything for you directly - but it
might lead people to a place, where you can sell things to
your audience

56. Examples of Goals
1) Learn about your target audience
2) Get positive engagement from audience, develop
ambassador corps
3) Generate positive brand feedback on Facebook-page
4) Development of community manager skills in-house

57. Tips for measuring
1. This takes time! Let it run its course.
2. Have realistic goals.

58. Important: It’s
not about
number of fans
Facebook uses
algorithms to measure
“value” on a page from
user feedback: Likes,
comments, unlikes etc.
Not number of fans.

59. Collect the right data
Qualitative
Collect user interaction showing desired result
Log influencial, loyal users
Quantative
Is the number of fans rising organically?
New comments on old content?
Number of shares retweets etc.?
Amount of user gen. content?

60. Understanding the user
Target audience
Technology Purpose
Goal
Succes parameters
Evaluation
Evaluation of succes
parameteres
Evaluation of participation
Content
Concepts
Planning
Internal prioritising
Platforms
Excecution
Daily work
Dialogue
Participation

61. Content planning
How to create engaging content

62. Content Calendars

63. We have a
tendency to
focus on the tool
http://www.flickr.com/photos/39718079@N00/261054170/sizes/l/in/photostream/

64. And forget it’s about
people

65. Tekst
Content creates attention, not
technology and tools

66. People on social media show
who they are by sharing

67. There is no
quick fix.

68. “Content is not a feature. It is a complex,
ever-evolving, intricate body of information
that requires ongoing care and feeding. It’s
not something you can check off on a list
and be done with.”
Kristina Halvorson, Content Strategy

69. Understanding the user
Target audience
Technology Purpose
Goal
Succes parameters
Evaluation
Evaluation of succes
parameteres
Evaluation of participation
Content
Concepts
Planning
Internal prioritising
Platforms
Excecution
Daily work
Dialogue
Participation

70. Participation
Engage your audience
in you content

71. To engange other, you
must engage yourself

72. Participation
hooks
Empathy for the
users
Aknowledgement
of their response
Authenticity in all
actions

73. Daily work
Make time for it!
Take notes about responses to
content
Comment back
Research the work of others
Job: Community
Manager

74. Important things to notice
about participation

75. The engagement pyramid
1
9
90

76. Levels of participation
Low barrier
Becoming a fan, following
Medium barrier
Liking
Commenting based on pre-defined options
High barrier
Commenting with no pre-defined options
Uploading photo
Very high barrier
Uploading video

77. Get participation
through personality
- but PUBLIC
personality

78. Include people in “behind
the scenes”
http://www.flickr.com/photos/warzauwynn/5061444208/sizes/l/in/photostream/

79. Use theory of “broken windows”
http://www.flickr.com/photos/chrisjones/12827874/sizes/l/in/photostream/

80. Help people to get startet
http://www.flickr.com/photos/chrisjones/12827874/sizes/l/in/photostream/

81. Call to action
http://www.flickr.com/photos/joaobelard/6255087961/sizes/o/in/photostream/

82. Community Guidelines
What are the rules in our
community?
Something to tell
people, if they get
banned.
http://www.flickr.com/photos/ell-r-brown/4206493945/sizes/l/in/photostream/

83. What are others doing?
Get inspired.

84. Use seasons

85. Use events
Before, during and after

86. Use content
categories
People
Products
Messages
Events
News

87. Understanding the user
Target audience
Technology Purpose
Goal
Succes parameters
Evaluation
Evaluation of succes
parameteres
Evaluation of participation
Content
Concepts
Planning
Internal prioritising
Platforms
Excecution
Daily work
Dialogue
Participation

88. Want to know more?

89. Let’s talk!
daniel@seismonaut.com
Twitter: @danielord
.com