social content life cycle: from cradle to grave at iab deep dive session singapore

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

1

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

4

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

5

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)

6

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)

7

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

8

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

9

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)

10

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

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