Manage Multiple Content Streams Like Monster.com PRSA Digital Impact April 3, 2012
Manage Multiple Content Streams Like Monsterapps.prsa.org/network/Communities/Technology/Programming/Secure/...The Presenters Kathy O’Reilly, Monster Worldwide > Sr Director, Social
Kathy O’Reilly, Monster Worldwide > Sr Director, Social Media & Public Relations > 20+ years in TV production, PR, media relations
and social media > @kathyoreilly
Doug Haslam, Voce Communications/Porter Novelli > Agency Account Lead > 20+ years in communications, from
radio/journalism to tech PR to social media > @dough
2 PRSA Digital Impact - April 3, 2012
Presenter
Presentation Notes
Quick bio
Monster History
1994 – Founded 2007 – Seeker Blog Launched 2010 – MonsterThinking Blog Launced 2007 – Joined Twitter 2009 – Facebook 2011 – BeKnown Blog Launched 2012 – 13+ Primary Social Media Channels Launched to Date (US)
3 PRSA Digital Impact - April 3, 2012
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Kathy- Brief overview of social media participation, and hint at growth of channels
Voce Communications/Porter Novelli
4 PRSA Digital Impact - April 3, 2012
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Presentation Notes
Doug- Voce Hub and Spoke Quickly mention three legs of our publishing programs
“Hub & Spoke” for Monster
5 PRSA Digital Impact - April 3, 2012
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Presentation Notes
Doug or Kathy? Build out explanation of channels - Blogs as the hub
“Hub & Spoke” for Monster
6 PRSA Digital Impact - April 3, 2012
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Main spokes- FB and Tweeter
“Hub & Spoke” for Monster
7 PRSA Digital Impact - April 3, 2012
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Content Feeding to Hubs (and outward to spokes
“Hub & Spoke” for Monster
8 PRSA Digital Impact - April 3, 2012
Presenter
Presentation Notes
New channels pop up all the time- consideration first, then dive in with content. Patience + Speed + Agility
Content Planning and Voices
Editorial Calendar Voice and Tone > Recruiter/Employer Audience > “Seeker” Audience > Corporate Voice/Thought Leadership > Guests
9 PRSA Digital Impact - April 3, 2012
Presenter
Presentation Notes
Kathy- explain the voices “Turnover” - overall, the voice is Monster’s. The individuals can be replaced (Doug– the Trapper-John/BJ Rule) Doug- explain edcal and management process
Monitoring and Response
Process Speed Message Coordination
10 PRSA Digital Impact - April 3, 2012
Presenter
Presentation Notes
Doug— Explain process of monitoring and response Daily monitoring of all channels Assign and recommend response. Tie in to edcal Kathy – ???
Measurement
Goals (Define “Success”) >“Macro” Measures
Benchmarking Metrics (Know what to ignore) >“Micro” Measures Coordination >On-Domain ßà Off-Domain
11 PRSA Digital Impact - April 3, 2012
Presenter
Presentation Notes
Kathy: Importance to executives- what they look for How Monster ties SM measurement to PR and other metrics ar C-level Doug- Explain Macro-vs-Micro measures and process of combining external channel metrics with internal web traffic How to set up programs for easier measurement BBC-styl radio production- the more you do up front, the less you have to do later. Best example? Drilling the use of tracking codes. The more all folks are on board, the more you can track and measure. If the publishing execution is a mess, so are the metrics
Measurement
Goals (Define “Success”) >“Macro” Measures
Benchmarking Metrics (Know what to ignore) >“Micro” Measures Coordination >On-Domain ßà Off-Domain Data Lies - Trends Don’t
12 PRSA Digital Impact - April 3, 2012
Presenter
Presentation Notes
Kathy: Importance to executives- what they look for How Monster ties SM measurement to PR and other metrics ar C-level Doug- Explain Macro-vs-Micro measures and process of combining external channel metrics with internal web traffic How to set up programs for easier measurement BBC-styl radio production- the more you do up front, the less you have to do later. Best example? Drilling the use of tracking codes. The more all folks are on board, the more you can track and measure. If the publishing execution is a mess, so are the metrics
Measurement – Macro Measures
13 PRSA Digital Impact - April 3, 2012
Presenter
Presentation Notes
Add a typical monthly report. (from DEE)
Measurement – Micro Measures
14 PRSA Digital Impact - April 3, 2012
Measurement – Reporting
15 PRSA Digital Impact - April 3, 2012
Tools
16 PRSA Digital Impact - April 3, 2012
Presenter
Presentation Notes
Big tool, little tools free and expensive. No one tool to do everything. Kathy- process of evaluation (more?) Radian6 Prime Research Doug – Agency side vigilance in uncovering new toolsnimble point solutions (like Tweetrtreach) to fulfill immediate requests Complementing comprehensive monitoring tool with p[oint solutions (Topst “accessorizing with plug-in tools like Bit.ly and Stocktiwts to help certain parts of program (Tracking links and financial call chatter)
Kathy: Importance to executives- what they look for How Monster ties SM measurement to PR and other metrics ar C-level Doug- Explain Macro-vs-Micro measures and process of combining external channel metrics with internal web traffic How to set up programs for easier measurement BBC-styl radio production- the more you do up front, the less you have to do later. Best example? Drilling the use of tracking codes. The more all folks are on board, the more you can track and measure. If the publishing execution is a mess, so are the metrics
