Dell Social Media Services Group Confidential 1 The Challenge of Scaling Content for Success August 2016
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Ascension Health Bi-weekly Report
1The Challenge of Scaling Content for SuccessAugust 2016
Dell Social Media Services GroupConfidentialIntroduction1
2
ChallengeHow do you find a steady stream of engagingcontent for your brand?
CoordinationContent SourcingCommunities
Dell Social Media Services Group
Dell Social Media Services GroupConfidentialChallenge: the best content can take a ton of resources.At the Red Cross, we have access to content.The question is how to make the most of what we have, given the resources we have.3 elements guide this effort: coordination/process, content sourcing, and communities2
3
COORDINATION
Dell Social Media Services Group
Dell Social Media Services GroupConfidentialCoordination how can you formalize a process that allows you to stay nimble?Background on how our dept is organized.
3
4
Monthly: Editorial CalendarWeekly: Channel LineupDaily: NewsroomNow
Dell Social Media Services Group
Dell Social Media Services GroupConfidentialOur method for coordinating between groups and keeping everyone in the loop.4
5
Monthly: Editorial CalendarWeekly: Channel LineupDaily: NewsroomNowHolidays
National Days
Anniversaries
Campaigns
Events
Seasonal content
Dell Social Media Services Group
Dell Social Media Services GroupConfidentialEditorial calendar six months ahead.Communications compiles calendar and distributes to field and stakeholders.
5
6
Monthly: Editorial CalendarWeekly: Channel LineupDaily: NewsroomNowMonday kick-off
Daily updates
Channel-level detail
Dell Social Media Services Group
Dell Social Media Services GroupConfidentialThe Social Engagement team meets Monday morning to firm up the editorial calendar for the week.Every morning after, we revise as needed.6
7
Monthly: Editorial CalendarWeekly: Channel LineupDaily: NewsroomNowMorning check-in
Communications
Stakeholders
Dell Social Media Services Group
Dell Social Media Services GroupConfidentialEntire Communications department and stakeholders have a morning newsroom meeting to go over whats on tap for the day.Ensures everyone is on the same page.Prioritize as a team. Again, we have access to content but we need to determine whats most important.7
8
Monthly: Editorial CalendarWeekly: Channel LineupDaily: NewsroomNowWhats changed?
Dell Social Media Services Group
Dell Social Media Services GroupConfidentialThings happen so quickly that we dont even schedule posts.Know when you need to walk away from Plan A.
8
9
CONTENT
Dell Social Media Services Group
Dell Social Media Services GroupConfidentialWe strive to tell stories that connect people to the Red Cross mission.With algorithms increasing, its all the more important to generate timely, relevant content.Here are a few helpful sources.9
10
at a moments notice.Be prepared to evacuate
Dell Social Media Services Group
Dell Social Media Services GroupConfidentialWhats trending? How can you tie it back to your brand?Sharknado came out as we were launching our Emergency App.10
11
Dell Social Media Services Group
Dell Social Media Services GroupConfidentialCorporate identity: culture, thought leadershipRemember Treasury considering historic women for $10 bill?The team took this as an invitation promoted Clara Barton (American Red Cross founder).hashtag #TheNew10.
11
12
Dell Social Media Services Group
Dell Social Media Services GroupConfidentialContent packaging Example: Valentines created for each of our lines of service. We packaged and distributed (via Intranet) to the field for social media and fundraising.They were able to localize their messages.
12
13
Dell Social Media Services Group
Dell Social Media Services GroupConfidentialPartners and strategic relationshipsWrap promotion in a story or concept to make it meaningful.We recognized SanDisk by running with the concept of a digital disaster kit.13
14
Dell Social Media Services Group
Dell Social Media Services GroupConfidentialWe all have stories from the front line. Finding and sharing the personal stories around your organization will help people connect with your brand in a memorable way.This video on social media helped raise awareness of our disaster response in California.https://youtu.be/IqwBaGhlUY0
14
15
COMMUNITY
Dell Social Media Services Group
Dell Social Media Services GroupConfidentialHow much do you know about your various online communities? What are their stories?How can you bring them into the conversation and empower them to pass it along?15
16
Dell Social Media Services Group
Dell Social Media Services GroupConfidentialWidespread disasters over the holiday season.Wanted to show the magnitude of our response as well as recognize those who answered the call.Brown family video sparked tremendous discussion on Facebook (family, friends, fellow volunteers).Kept the narrative going.16
17
Dell Social Media Services Group
Dell Social Media Services GroupConfidentialCommunity engagement is great. Recruitment can make it even better.Social ambassador program connect with them on a monthly basis.Give them exclusive peek at things were working on, and ask them to amplify our message.Example: share stories from our holiday campaign.17
18
Conclusion
Refine your process.Identify your strongest content.Mobilize your communities.
Dell Social Media Services Group
Dell Social Media Services GroupConfidential
18
Amy Greber [email protected]@amyswrite
Dell Social Media Services Group
Dell Social Media Services GroupConfidential
19
Related Documents
