Download - Creating a Contextually Relevant World
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creating a contextually relevant
world
@sunnitho
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• defining context• context vs content• how to build a strategy for
context
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this week’s context issue: selfie-gate
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• image• video• text• article• white paper• blog• link• vine• PDF• application• game• poll• gif• ...etc
content is...
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• where you place your content• when you place your content• how you place your content
context is...
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Video
ImageArticle
Gif
Tweet
Culture of the moment(context)
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VMAshigh school
students suspended hoax
videopostedhoax
video created
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planned publishing vs reactive publishing
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you must be equal parts this....
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... and this
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how to plan for context
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step 1: establish roles and
processes
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• who is in charge of the content calendar? content• who creates or curates the content? creative,
content, social• who is on the edit desk? proofreading, content,
social• who monitors and moderates? social• who protects the brand? account, client, PR• who identifies relevant opportunities? everyone• who measures success? social, analytics
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step 2: know your audience
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be interested to be interesting
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define your audience as specifically as possible
gather the usual data: • how they consume and use media (media data)• their attitudes, beliefs, behaviors (planning data)• what they like to talk about with others (social data)
update this data on a daily basis
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have a good old-fashioned rundown, every day
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step 3: know your lane
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trending topics you can andshould respond to
off-limits off-limits
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step 4: ignore your plan
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step 5: practice your S.A.
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via businessinsider.com
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tips for developing situational awareness:
• be curious - question everything• play chess (think 3 moves ahead)• know your critics• spot check, gut check, fact check• make checklists• document and review mistakes (those
who forget history are bound to repeat it)
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Context strategy toolkit
• Clear descriptions of roles and responsibilities• Audience data updated as much as daily
through listening• Defined guardrails• Team rundowns (in-person, phone or virtual)• S.A. checklists