Zeeland Content Strategy breakfast. What is the future of content? How social objects can help you to create a natural, flowing and less rigid content strategy.
4. SOCIAL OBJECTS:
Social communities do not form only around people
but also around objects of interest such as
cars, photos, cities, news pieces, future of mankind...
The concept was put forward by Jyri Engeström in 2005
as part of the explanation of why some social networks succeed and some fail.
Communities formed around social objects can
be very passionate and active.
They can not be owned or controlled.
17. "We have
the best
product."
"We have a
great solution
for you"
"what's
up?"
"We will
deliver in
time."
PRODUCT
DIVISIONS
CUSTOMER
DIVISIONS
AGILEPIPELINE&
PROCESS
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN
PROCESS
CENTRIC
18. "We have
the best
product."
"We have a
great solution
for you"
"what's
up?"
"We will
deliver in
time."
PRODUCT
DIVISIONS
CUSTOMER
DIVISIONS
AGILEPIPELINE&
PROCESS
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN
PROCESS
CENTRIC
COMPANIES ARE EVOLVING FROM
PROCESS CENTRIC TO CUSTOMER DRIVEN.
19. CONTROL ENGAGEMENT PLATFORMSECRECY
Content keywords
"We have
the best
product."
"We have a
great solution
for you"
"what's
up?"
"We will
deliver in
time."
PRODUCT
DIVISIONS
CUSTOMER
DIVISIONS
AGILEPIPELINE&
PROCESS
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN
PROCESS
CENTRIC
21. FRAGMENTED
MEDIA
PALETTE
PEOPLESOCIAL
OBJECTS
UNIFIED
MEDIA
PALETTE
Every medium
has its unique
content.
Social objects and
communities
around them
define content
needs and
schedules.
The public
selects the
topics and
produces
the content.
Broad media
palette defines
content and
scheduling.
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN
PROCESS
CENTRIC
24. HOW TO BUILD A
SOCIAL OBJECT BASED
CONTENT STRATEGY?
25. DEFINE SOCIAL OBJECTS
DEFINE YOUR ROLE
DEFINE TOUCHPOINTS
FIND OWNERS
LINK TO SALES
LINK TO STRATEGY
CONTENT STRATEGY
26. DEFINE SOCIAL OBJECTS
DEFINE YOUR ROLE
DEFINE TOUCHPOINTS
FIND OWNERS
LINK TO SALES
LINK TO STRATEGY
CONTENT STRATEGY
27. DEFINE SOCIAL OBJECTS
DEFINE YOUR ROLE
DEFINE TOUCHPOINTS
FIND OWNERS
LINK TO SALES
LINK TO STRATEGY
CONTENT STRATEGY
28. DEFINE SOCIAL OBJECTS
DEFINE YOUR ROLE
DEFINE TOUCHPOINTS
FIND OWNERS
LINK TO SALES
LINK TO STRATEGY
CONTENT STRATEGY
29. DEFINE SOCIAL OBJECTS
DEFINE YOUR ROLE
DEFINE TOUCHPOINTS
FIND OWNERS
LINK TO SALES
LINK TO STRATEGY
CONTENT STRATEGY
30. DEFINE SOCIAL OBJECTS
DEFINE YOUR ROLE
DEFINE TOUCHPOINTS
PLAN INTERNAL TRAINING
FIND OWNERS
GET MANAGEMENT COMMITMENT
CREATE EXAMPLES
LINK TO SALES
LINK TO STRATEGY
BUILD PLATFORMS
HOW TO PUT INTO PRACTICE
CONTENT STRATEGY
31. HOW TO BUILD A
SOCIAL OBJECT BASED
CONTENT PROCESS?
35. STORY TYPE
SELECTION
TOUCHPOINT
SELECTION
FEATURE? CASE? TESTIMONIAL?
OPINION? Q&A? PROCESS? FACTS?
MEDIA
SELECTION
FACEBOOK
TWITTER
SITE
INTRA
VIDEO
TEXT
GRAPHICS
MINI SITE
EXTERNAL SITE
EDITORIAL BOARD
MUST-HAVE
INTERESTING
SCARY
GENERAL
PUBLIC
PRO
EXPERTS
SOOB OWNER IDEATION
STORY
IDEAS
PHOTOS
BULLETS
TRADE PRESS
CASE CARD
SLIDESHARE
PINTEREST
SOOB
OWNER
IDEATION
EDITORIAL
BOARD
LINKEDIN
NEWSLETTER
36. STORY TYPE
SELECTION
TOUCHPOINT
SELECTION
FEATURE? CASE? TESTIMONIAL?
OPINION? Q&A? PROCESS? FACTS?
MEDIA
SELECTION
FACEBOOK
TWITTER
SITE
INTRA
VIDEO
TEXT
GRAPHICS
MINI SITE
EXTERNAL SITE
LINKEDIN
NEWSLETTER
EDITORIAL BOARD
MUST-HAVE
INTERESTING
SCARY
GENERAL
PUBLIC
PRO
EXPERTS
SOOB OWNER IDEATION
STORY
IDEAS
PHOTOS
BULLETS
TRADE PRESS
CASE CARD
SLIDESHARE
PINTEREST
SOOB
OWNER
IDEATION
EDITORIAL
BOARD
CONTENT
PRODUCTION