Content Creation in Social Media Kelley Brown, Director of Social Media, BP America June 10, 2014

1.  aimed at an audience 2.  matched to a platform 3.  triggered by an event 4.  aligned with a business objective 5.  represents the brand

The Elements of Good Content

2 Credit: Percolate

1.  aimed at an audience 2.  matched to a platform 3.  triggered by an event 4.  aligned with a business objective 5.  represents the brand

The Elements of Good Content

3 Credit: Percolate

Audience

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Aligning content to an audience

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1.  aimed at an audience 2.  matched to a platform 3.  triggered by an event 4.  aligned with a business objective 5.  represents the brand

The Elements of Good Content

6 Credit: Percolate

Platforms

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1.  aimed at an audience 2.  matched to a platform 3.  triggered by an event 4.  aligned with a business objective 5.  represents the brand

The Elements of Good Content

8 Credit: Percolate

External or Internal Force

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Conversation Trends

Audience Interests

Business Priorities

Event triggers

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1.  aimed at an audience 2.  matched to a platform 3.  triggered by an event 4.  aligned with a business objective 5.  represents the brand

The Elements of Good Content

11 Credit: Percolate

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Objectives

Business Objective

Communications Objective

Content Objective

Content Objectives

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1.  aimed at an audience 2.  matched to a platform 3.  triggered by an event 4.  aligned with a business objective 5.  represents the brand

The Elements of Good Content

14 Credit: Percolate

Bringing it all together

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https://www.youtube.com/watch?v=cq8ENrkh5Aw

Creating good content requires…

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Listening Planning Creating Responding

Optimize & iterate

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Listening •  Ask questions •  Analyze trends •  Internal Awareness

Listening in action

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Listening in action

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Planning •  Calendar •  The unplanned •  Balance

Planning in action

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Content •  Co-creation •  Care/Share

•  Variety

Content in action

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Content in action

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Response •  Resources

•  Protocol •  Voice

Response in action

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Optimize and iterate

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Listening Planning Creating Responding

Optimize & iterate

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