Community Management Grows Up: Moving Beyond Content Calendars
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Content calendars suck. You hate them. Your clients hate them. Everyone hates them. Somewhere along the way, we forgot how to Tell Stories. Communities love stories. This session will explore new mindsets for creating, disseminating and measuring story telling that move beyond content calendars and into truly actionable data (no, we won’t say Real-Time Marketing, we promise!). If your mind isn’t blown, we’ll even let you buy us a beer! Questions Answered New content planning tools and processes New approaches to managing communities and getting the most value out of them New ways to report and measure for yourselves and your clients Tips on how to ensure clients get the value they deserve and FEEL like they’ve gotten the value they deserve - Lots of other things with big buzz words but, sadly, no twerking
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Community Management Grows Up: Moving Beyond Content Calendars
- 1. Community Management Grows Up Moving Beyond Content Calendars Created for and presented at PodCamp Toronto 2014 @jeremywright / @joncrowley
- 3. Today’s Agenda • • • • • • Community Management Today Why It All Sucks Imagine A World Where… Your Content Sucks, But You Can Fix It Super Duper Easy Getting Your Content Out There Like A Boss Beer For Questions
- 4. This One Time, At Brand Camp
- 5. The Process is Broken • • • • It’s restrictive It’s messy Endless revisions, because it’s treated as 31 separate creative elements Last minute changes are unavoidable
- 7. How CM’s See the Calendar Today, I post about this!
- 8. How CM’s See the Calendar Tomorrow, I post about this!
- 9. How CM’s See the Calendar Wednesday, I post about this!
- 10. How Strategy Sees the Calendar
- 11. How the Copywriter Sees It Okay, I need 15 words on family dining.
- 12. How the Copywriter Sees It Now I need 20 words on an art exhibit…
- 13. How the Copywriter Sees It Ugh, and 10 words on some concert, yay!
- 14. How the Client Sees the Calendar That works.
- 15. How the Client Sees the Calendar A little wordy, but fine.
- 16. How the Client Sees the Calendar Maybe a little impersonal, but I’ll leave it.
- 17. How the Client Sees the Calendar This works.
- 18. How the Client Sees the Calendar This is kinda like a post from last month?
- 19. How the Client Sees the Calendar Wait, I haven’t seen any product posts yet?
- 20. Client Sends Feedback “I feel like this is repetitive and off strategy, please revise.” - client
- 21. Client Sends Feedback Wouldn’t it be nice to have a process and “I feel like this is repetitive and off strategy, tools that worked for ANYONE, nevermind please revise.” - client everyone?
- 22. A Whole Newwwww World!
- 23. Imagine a world where…
- 24. Client understands the entire process and value, not just the end result
- 25. Client isn’t nitpicking on details (ahem, especially ones they’ve already approved)
- 26. Every member of the team knows where they’re headed, together
- 27. Every single post is building towards something
- 28. Creative doesn’t just mean copywriter (and the copywriter gives a damn)
- 29. A Brand is a Story
- 30. A Brand is a Story
- 31. A Brand is a Story a Collection of Stories
- 32. Separate The Ingredients • • • • • Content Planning Content Writing Creative Community Management Client Approvals
- 33. Content Planning • • • Blocking Charts are your friend Creates framework for future content Allows you to align (internally or with client) on priorities and number of posts per content pillar
- 34. Content Writing • • • • • Should be easier to write Should allow for greater flexibility Should be FUN Should be reusable Should be responsive
- 35. The Content Warehouse • • • • • Plan the narrative Copywriter writes similar topics (saves 30% of time) Posts can “expire” Allows for greater CM flexibility Requires less onboarding of new CMs
- 36. Building a Narrative • • • • Content without narrative is death Narrative drives engagement Measure each narrative across all your channels MOAR FROM JON!
- 37. The Content Wind Tunnel • • • • • Funnels limit, tunnels increase velocity Get obstacles out of the way Abandon the idea of how far out you’re planning Focus on constantly improving your narratives NOTE: This approach requires different client billing structures ;-)
- 40. The Real Time Elephant in the Room
- 41. Content Continuum Canned Content Just-in-Time Content
- 42. What the spectrum looks like Canned Content Just-in-Time Content
- 43. The Meaty Middle • • • • Client approvals still matter Things change, rapidly Low latency is expensive The community manager knows the pulse of your tribe
- 44. Approvals will almost always matter. Make peace with it.
- 45. Things will change very, very quickly. You will need to adapt.
- 46. You probably don’t always NEED real time speed. Perfect the 95% of the time you can get away with less.
- 47. No one will know the pulse of you community better than the community management team.
- 48. How do you develop content?
- 49. Narrative Building • Communities are made of stories. So are brands. • Pick 5 key stories, and map out how they progress each quarter. • Make posts that reference events, but create MULTIPLE options, so that gametime decisions can be made.
- 50. Completely Fictional Narrative Progression Brand X says “quality matters” Brand X says “here is the heritage and tradition behind our quality” Brand X says “This is our team. Their craftsmanship and passion drive us” Brand X says “this video will show you the painstaking process behind our product”
- 51. Building the Puzzle • Your story needs to be interconnected, but each piece needs to stand on its own. • The narrative you build can be more important than the specific order or timing
- 52. So: how do you do it? You have a plan of what needs to happen. You have a warehouse of approved content. You have a person who knows what will work, and when. You don’t NEED anything else. Get out of your own way.
- 55. @joncrowley / @jeremywright Thanks! See, we don’t ClickALL calendars! to edit Master hate title style
Editor's Notes
- Imagine a world where…
- The ability to adapt to what’s going on in the world and in your community, while using approved contentWouldn’t it be nice if “real time marketing” didn’t require “real time marketing”?If what you thought was a good idea 15 days ago isn’ta good idea, it’s a crisisYou shouldn’t need to see the future to avoid client emergenciesThe most important part of a joke is…. Is… is… timing!
- Real Time Marketing is one end of a spectrum, where traditional content calendar planning sits on one end, and just-in-time Oreo-style executions sit on the other.But it’s all about getting to that point, where it’s the right post for the time, the conditions, and the community
- Real Time Marketing is one end of a spectrum, where traditional content calendar planning sits on one end, and just-in-time Oreo-style executions sit on the other.But it’s all about getting to that point, where it’s the right post for the time, the conditions, and the community
- Get over it. You will almost NEVER have the client who trusts you enough to let you post unapproved. And even if you did, you don’t have the balls to post without sign off.
- What was true yesterday might not be true today. Marathon story?
- Not every brand will have the money to do everything in real time. Almost none of them need to.
- Most posting strategies ignore how close a community manager gets to a community, over time. Data is king, but the gut feel of a community expert is at least an archduke.
- Life without cellphones – this is about the freedom to make logical, approved decisions on the fly (when applicable)Judging content in the context of narrative streams makes it clear what’s on strategy, and what’s not.