SlideShare ist ein Scribd-Unternehmen logo
1 von 55
Downloaden Sie, um offline zu lesen
Community Management Grows Up
Moving Beyond Content Calendars

Created for and presented
at
PodCamp Toronto 2014

@jeremywright / @joncrowley
Community Management Grows Up: Moving Beyond Content Calendars
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
This One Time, At Brand Camp
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
The Content Calendar
How CM’s See the Calendar
Today, I post about this!
How CM’s See the Calendar
Tomorrow, I post about this!
How CM’s See the Calendar
Wednesday, I post about this!
How Strategy Sees the Calendar
How the Copywriter Sees It
Okay, I need 15 words on family dining.
How the Copywriter Sees It
Now I need 20 words on an art exhibit…
How the Copywriter Sees It
Ugh, and 10 words on some concert, yay!
How the Client Sees the Calendar
That works.
How the Client Sees the Calendar
A little wordy, but fine.
How the Client Sees the Calendar
Maybe a little impersonal, but I’ll leave it.
How the Client Sees the Calendar
This works.
How the Client Sees the Calendar
This is kinda like a post from last month?
How the Client Sees the Calendar
Wait, I haven’t seen any product posts yet?
Client Sends Feedback

“I feel like this is repetitive and off strategy,
please revise.” - client
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?
A Whole Newwwww World!
Imagine a world where…
Client understands the entire process and value, not
just the end result
Client isn’t nitpicking on details (ahem, especially
ones they’ve already approved)
Every member of the team knows where they’re
headed, together
Every single post is building towards something
Creative doesn’t just mean copywriter (and the
copywriter gives a damn)
A Brand is a Story
A Brand is a Story
A Brand is a Story a Collection of Stories
Separate The Ingredients

•
•
•
•

•

Content Planning
Content Writing
Creative
Community
Management
Client Approvals
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
Content Writing

•
•
•
•
•

Should be easier to write
Should allow for greater
flexibility
Should be FUN
Should be reusable
Should be responsive
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
Building a Narrative

•
•
•

•

Content without narrative
is death
Narrative drives engagement
Measure each narrative
across all your channels
MOAR FROM JON!
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 ;-)
Structure

Narrative
Responsive

Strategy
Responsive Content Ruh!
The Real Time Elephant in the Room
Content Continuum

Canned Content

Just-in-Time Content
What the spectrum looks like

Canned Content

Just-in-Time Content
The Meaty Middle

•
•
•
•

Client approvals still matter
Things change, rapidly
Low latency is expensive
The community manager knows
the pulse of your tribe
Approvals will almost always matter. Make peace
with it.
Things will change very, very quickly. You will need to
adapt.
You probably don’t always NEED real time speed.
Perfect the 95% of the time you can get away with
less.
No one will know the pulse of you community better
than the community management team.
How do you develop content?
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.
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”
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
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.
Community Management Grows Up: Moving Beyond Content Calendars
Community Management Grows Up: Moving Beyond Content Calendars
@joncrowley / @jeremywright

Thanks! See, we don’t
ClickALL calendars!
to edit Master
hate

title style

Weitere ähnliche Inhalte

Ähnlich wie Community Management Grows Up: Moving Beyond Content Calendars

Being agile while standing in a waterfall
Being agile while standing in a waterfallBeing agile while standing in a waterfall
Being agile while standing in a waterfallMike Edwards
 
Content re-purposing
Content re-purposingContent re-purposing
Content re-purposingNancy Seeger
 
Marketers vs Creatives: Communication Breakdown
Marketers vs Creatives: Communication BreakdownMarketers vs Creatives: Communication Breakdown
Marketers vs Creatives: Communication BreakdownVisually
 
Copy press.webinar.august.slides
Copy press.webinar.august.slidesCopy press.webinar.august.slides
Copy press.webinar.august.slidesfreshpressed
 
Sketching&storyboarding
Sketching&storyboardingSketching&storyboarding
Sketching&storyboardingPriyanka Rana
 
UX London 2013 - Notes and Key Themes
UX London 2013 - Notes and Key ThemesUX London 2013 - Notes and Key Themes
UX London 2013 - Notes and Key ThemesSimon Pan
 
“Why Content Projects Fail” by Deane Barker - Now What? Conference 2017
“Why Content Projects Fail” by Deane Barker - Now What? Conference 2017“Why Content Projects Fail” by Deane Barker - Now What? Conference 2017
“Why Content Projects Fail” by Deane Barker - Now What? Conference 2017Blend Interactive
 
Writing for Capital Campaigns
Writing for Capital CampaignsWriting for Capital Campaigns
Writing for Capital CampaignsMatthew Adams
 
Arts & Crafts: 5 Tips for Becoming a Better Marketer-Designer
Arts & Crafts: 5 Tips for Becoming a Better Marketer-DesignerArts & Crafts: 5 Tips for Becoming a Better Marketer-Designer
Arts & Crafts: 5 Tips for Becoming a Better Marketer-DesignerBen Ratner
 
Scrum and-xp-from-the-trenches 02 sprint planning
Scrum and-xp-from-the-trenches 02 sprint planningScrum and-xp-from-the-trenches 02 sprint planning
Scrum and-xp-from-the-trenches 02 sprint planningHossam Hassan
 
Emulating Gang Culture to Accelerate In-House SEO
Emulating Gang Culture to Accelerate In-House SEOEmulating Gang Culture to Accelerate In-House SEO
Emulating Gang Culture to Accelerate In-House SEOsimondance
 
How to turn your blog inside out, build a world class startup & make yourself...
How to turn your blog inside out, build a world class startup & make yourself...How to turn your blog inside out, build a world class startup & make yourself...
How to turn your blog inside out, build a world class startup & make yourself...Dan Norris
 
(PROJEKTURA) lean and agile for corporation @Cotrugli MBA
(PROJEKTURA) lean and agile for corporation @Cotrugli MBA(PROJEKTURA) lean and agile for corporation @Cotrugli MBA
(PROJEKTURA) lean and agile for corporation @Cotrugli MBARatko Mutavdzic
 
How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...
How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...
How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...Doyle Buehler
 
The Natural Irrationality of Implementing CMS
The Natural Irrationality of Implementing CMSThe Natural Irrationality of Implementing CMS
The Natural Irrationality of Implementing CMSeZ Systems
 
Content Marketing World 2014 - Summary and Highlights
Content Marketing World 2014 - Summary and HighlightsContent Marketing World 2014 - Summary and Highlights
Content Marketing World 2014 - Summary and HighlightsThomas Armitage
 
Google Help Outs: Your New Best Friend
Google Help Outs: Your New Best FriendGoogle Help Outs: Your New Best Friend
Google Help Outs: Your New Best FriendFLBlogCon
 
Using a Content-First Design Process
Using a Content-First Design ProcessUsing a Content-First Design Process
Using a Content-First Design Processdawnsbrain
 

Ähnlich wie Community Management Grows Up: Moving Beyond Content Calendars (20)

Being agile while standing in a waterfall
Being agile while standing in a waterfallBeing agile while standing in a waterfall
Being agile while standing in a waterfall
 
Content re-purposing
Content re-purposingContent re-purposing
Content re-purposing
 
Marketers vs Creatives: Communication Breakdown
Marketers vs Creatives: Communication BreakdownMarketers vs Creatives: Communication Breakdown
Marketers vs Creatives: Communication Breakdown
 
Pillar Content Creation Workshop - SLCHUG June 1, 2017
Pillar Content Creation Workshop - SLCHUG June 1, 2017Pillar Content Creation Workshop - SLCHUG June 1, 2017
Pillar Content Creation Workshop - SLCHUG June 1, 2017
 
Copy press.webinar.august.slides
Copy press.webinar.august.slidesCopy press.webinar.august.slides
Copy press.webinar.august.slides
 
Sketching&storyboarding
Sketching&storyboardingSketching&storyboarding
Sketching&storyboarding
 
UX London 2013 - Notes and Key Themes
UX London 2013 - Notes and Key ThemesUX London 2013 - Notes and Key Themes
UX London 2013 - Notes and Key Themes
 
“Why Content Projects Fail” by Deane Barker - Now What? Conference 2017
“Why Content Projects Fail” by Deane Barker - Now What? Conference 2017“Why Content Projects Fail” by Deane Barker - Now What? Conference 2017
“Why Content Projects Fail” by Deane Barker - Now What? Conference 2017
 
Writing for Capital Campaigns
Writing for Capital CampaignsWriting for Capital Campaigns
Writing for Capital Campaigns
 
Arts & Crafts: 5 Tips for Becoming a Better Marketer-Designer
Arts & Crafts: 5 Tips for Becoming a Better Marketer-DesignerArts & Crafts: 5 Tips for Becoming a Better Marketer-Designer
Arts & Crafts: 5 Tips for Becoming a Better Marketer-Designer
 
Scrum and-xp-from-the-trenches 02 sprint planning
Scrum and-xp-from-the-trenches 02 sprint planningScrum and-xp-from-the-trenches 02 sprint planning
Scrum and-xp-from-the-trenches 02 sprint planning
 
Emulating Gang Culture to Accelerate In-House SEO
Emulating Gang Culture to Accelerate In-House SEOEmulating Gang Culture to Accelerate In-House SEO
Emulating Gang Culture to Accelerate In-House SEO
 
How to turn your blog inside out, build a world class startup & make yourself...
How to turn your blog inside out, build a world class startup & make yourself...How to turn your blog inside out, build a world class startup & make yourself...
How to turn your blog inside out, build a world class startup & make yourself...
 
(PROJEKTURA) lean and agile for corporation @Cotrugli MBA
(PROJEKTURA) lean and agile for corporation @Cotrugli MBA(PROJEKTURA) lean and agile for corporation @Cotrugli MBA
(PROJEKTURA) lean and agile for corporation @Cotrugli MBA
 
How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...
How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...
How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...
 
Keywords and beyond
Keywords and beyondKeywords and beyond
Keywords and beyond
 
The Natural Irrationality of Implementing CMS
The Natural Irrationality of Implementing CMSThe Natural Irrationality of Implementing CMS
The Natural Irrationality of Implementing CMS
 
Content Marketing World 2014 - Summary and Highlights
Content Marketing World 2014 - Summary and HighlightsContent Marketing World 2014 - Summary and Highlights
Content Marketing World 2014 - Summary and Highlights
 
Google Help Outs: Your New Best Friend
Google Help Outs: Your New Best FriendGoogle Help Outs: Your New Best Friend
Google Help Outs: Your New Best Friend
 
Using a Content-First Design Process
Using a Content-First Design ProcessUsing a Content-First Design Process
Using a Content-First Design Process
 

Kürzlich hochgeladen

"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos""Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"SocioCosmos
 
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịNhững điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịUreka Media Vietnam CO., LTD
 
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealRevolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealSocioCosmos
 
Fintech app development company with financial management
Fintech app development company with financial managementFintech app development company with financial management
Fintech app development company with financial managementHazel Johnson
 
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.lindseyjanelladuran
 
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...Riches General marchandise
 

Kürzlich hochgeladen (6)

"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos""Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
 
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịNhững điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
 
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealRevolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
 
Fintech app development company with financial management
Fintech app development company with financial managementFintech app development company with financial management
Fintech app development company with financial management
 
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
 
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
 

Community Management Grows Up: Moving Beyond Content Calendars

Hinweis der Redaktion

  1. Imagine a world where…
  2. 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!
  3. 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
  4. 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
  5. 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.
  6. What was true yesterday might not be true today. Marathon story?
  7. Not every brand will have the money to do everything in real time. Almost none of them need to.
  8. 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.
  9. 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.