Content Strategy for Social Good

Content Strategy forSocial Good

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Talk to us: #ComNetLive

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Jamie PerezCreative Director

Nitya ChambersDirector of Content Strategy

Ashley LuskContent & Social Media Strategist

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@nityavc @arlusk@jamiegp

Hi. We’re Threespot.


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Punk-inspired. Unapologetically independent. Builder of radical futures. Helping the good guys get it done.

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About Threespot






What you can learn from the landscape, and the questions to ask when developing your own content strategy.

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Today

plan a, b, c, d, e, f, g, h, i, j, k, l, m, n, o, p, q, r, s, t, u,v, w, x, y, z, 1, 2, 3, 4, 5, 6,7, 8, 9, 10, Ω, ¥, ∆ , ◊, ∑, ∂,µ, Ⅰ, Ⅱ, Ⅲ, Ⅳ, Ⅴ, Ⅵ, Ⅶ, Ⅷ,Ⅸ, Ⅹ, Ⅺ, Ⅻ, ℧, ⁂, ※, ⁕, ʚthreespot.

Why content strategy?






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Because, survival.

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What is content strategy?

Content strategy is your organization’s story – your mission, your work, your impact – expressed in tangible, consumable forms.

It is about the structure, substance, and style of every story you tell, as well as the process and production required to create them.

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“Content strategy is planning for the creation, delivery, and governance of useful, usable content.”

Kristina HalvorsonFounder, BrainTraffic and ConFab Events @halvorson

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A content strategy must achieve a harmonic balance between business goals, editorial mission, user expectations, design vision, the content production process, and technological capabilities. All of these elements must work together to bring a content strategy to life.

Rachel LovingerContent Strategy Director at Razorfish @rlovinger

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Content strategy aligns communication across all channels so that web, print, social media, and internal knowledge management are working toward the same goals in channel-appropriate ways.

Erin KissaneContent Strategist and Editor @kissane

Users expectations are always evolving

Story

NewslettersSocial Virtual RealityWebsiteTVPrint






Audiences are dispersed

Editorial Process






Approaches to content strategy vary too…

Resources Editorial Process







Editorial Process Audience







Resources

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Learn from the landscape






Empower your people and train them appropriately.

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Lesson #1






San Francisco BART on TwitterCase study

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Twitter is not a medium for shouting in the dark, it’s conversational.

Taylor HuckabyBART






Are you getting the most out of your channels?

Is your team empowered to experiment?

How are you communicating and celebrating successes?

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Questions to ask

@Lin_ManuelTwitter feed

Other case studies@Sonos Twitter feed






Identify bottlenecks (so you can overcome them).

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Lesson #2






National Geographic on Instagram

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Case study






Ideation, creation, editing, production, distribution, measurement… where are things slowing down?

What can you do to render slow-downs moot?

What would make content a team sport?

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Questions to ask






Know what you want and what it takes.

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Lesson #3






Save the Children on SnapChatCase study






How does this channel uniquely deliver to a valued audience?

What assets and resources are needed for true impact?

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Questions to ask

Inside Refinery29’s SnapChat Discover Operation

Other case studiesSnapChat Teams Up with (RED) to Fight AIDS

http://on.wsj.com/1QjYnYh http://for.tn/1PshKzR

http://on.wsj.com/1QjYnYh

http://for.tn/1PshKzR

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Questions?






Be ready to be successful.

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Lesson #4






That time John Oliver covered your issue

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Case study






Internally, are you sharing when potential opportunities arise?

What does it take to act quickly within your organization? (people, tools, governance)

Will your goals keep you on-strategy in the face of a mainstream onslaught?

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Questions to ask

The Sikh Coalitionworking with the Daily Show

Other case studies@PewStates responds to the State of the Union address






Use what’s already out there if it’s meaningful to your audience.

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Lesson #5






David Carr Syllabus on Medium

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Case study






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Want more?

http://3spot.us/comnet15

Check out our deck on building a sustainable content strategy.

http://3spot.us/comnet15






Say hello.

@nityavc @arlusk@jamiegp

Jamie PerezCreative Director

Nitya ChambersDirector of Content Strategy

Ashley LuskContent & Social Media Strategist

responsive

turn-key

INNOVATIVEelegantSMART

SMART

engagement A/B

dynamic intuitive

user-friendlySEO enterprise

modernanalytics-drivenCSS

conversionmachine

Thanks.

threespot.

Government & Nonprofit

Content Strategy for Social Good