# Content Creation Hangout

## Метаданные

- **Канал:** Chip Heath
- **YouTube:** https://www.youtube.com/watch?v=S3BHq4pjGHo
- **Дата:** 10.06.2015
- **Длительность:** 25:16
- **Просмотры:** 40

## Содержание

### [0:00](https://www.youtube.com/watch?v=S3BHq4pjGHo) Segment 1 (00:00 - 05:00)

hello there mine wasn't okay i'm going to go through and i'm going to do this week's hangout lecture so i'm going to go through um content creation primarily uh i'll leave the writing social media writing is a like as a series of slides that you can look at yourself but i'm going to go through some of the content stuff and just touch on it and discuss it a little bit this week i think might be a little bit more laid-back than the previous weeks in that there's no discussion thing there's no um the contents i think pretty digestible so it's just making sure that you get through the material that's there and then doing your individual assignment i think that's the main focus of course with quiz five two that would be the other element so let me go to my screen share i'm gonna do it differently this time because i know last time it didn't work quite so well uh it just showed the first screen the whole time so hopefully this will work better as we go through content creation the first question you get when it comes to content creation is um is a basic one and that is do you want to create content or curate content the two words sound very much alike but they're different in the amount of effort and work and how it's done that you need to do creation of content means that you and or your social media team get together come up with an idea create copy which is the text within the actual tweet or facebook post and then get an image a video whatever supplementary uh stuff is necessary for that particular posting curation of content means that you take content that's already been posted somewhere out there or shared out there and then you take it and either share it or post it as uh not necessarily as your own but on your own platform on your own feed um you can see the difference in effort involved in these two of course it's uh creation takes a significant amount of time and inspiration and it's brand new and you don't know if it's going to work or not there's a lot of people involved in it or at least a lot of time and effort whereas curation is something just you just find something that works for you and you send it out um the reasons that you might curate are really very simple it saves resources it's quicker it's not cheaper i guess and you know people working on it so it saves your resources from a business to business perspective the proper curation of content demonstrates expertise it shows that you know what you're talking about the internet is full of all kinds of information out there blogs and postings and articles written by experts my fingers are doing the quotes thing right now there's a ton of information out there even if you just focused in on the social media world itself i'd say something in the vicinity of 70 80 percent of the stuff that that's out there it's just not worth passing on it's been said before it's something already known it's not right in many cases so the ability to go through all the information that's available pull that information that is important or good and pass it along to your followers is really a valuable uh exercise and it demonstrates your expertise from a business to consumer's perspective you can use the curation of content as a way to show your brand personality so finding a funny post that somebody else has has posted and sharing it on your own feed these are ways that you can demonstrate your particular branded personality if your brand personality is silly then you share some jokes or some funny postings if your brand personality is more you know problem solving then that's the kind of stuff that you find and you share it out so the curation of content is a critical part of what a social media manager does because we can't create it all the time and the actual curation of it does provide value a little charges about content creation there too i'm going to breeze through some of this because i know you guys can read it and get all you need out of it when you do curate content you don't want to make it look like it was just your own uh in fact there's distinct benefit to calling out to the person who wrote it or shared it that you found it from you want to make sure that you're respectful for them

### [5:00](https://www.youtube.com/watch?v=S3BHq4pjGHo&t=300s) Segment 2 (05:00 - 10:00)

so curating content is an important part of what social media managers do now let's move on to the actual creation itself so when it comes to cure creating content you have to have some kind of inspiration it's got to come from somewhere it can come from inside so you can come up with an idea one day you can be walking down the street and see you know it's one person helping another one over the across the street you could say hey that'd be a great idea for a post for our brand uh and then recreate it with your own ideas um so you can get all kinds of good internal inspiration and good social media managers have creativity in the artistic ability to come up with things that are different but still strategically sound but you can also get inspiration from external sources so you can look at what other industries are doing or what the trending posts are um all of those different posts the trends like planking and uh and all the other things that have come along since uh that can be an inspiration for you to do your own take on it i'll show you at the end of this lecture a couple examples of how trending type of things can be um used as inspiration to create your own post you can look to your competition for inspiration but you have to be careful here of course you don't want to copy what your competition does sometimes um if your brand personality is such you can take what they've done and make fun of it and that's your own creation of content but then you of course get you know the open up the floodgates for a potential flame war you can look at your in your followers themselves and you've seen this happen a great deal if you um follow um the belgian a taste of belgium the waffle uh place and over the rhyme there he was a speaker on the very first social media summit that uh the 370 class put together a couple years ago uh and he's really good at going through his feed and mentions in finding stuff that he likes that deals with his business and then uh taking that uh and either building off it or cure curating the content uh retweeting or reposting something so you can look at your followers for inspiration much of the time influencers are those individuals who have a very large following and so what they say tends to have an impact and so you can look to them for some kind of clues or hints as to stuff that you might want to create and then finally there are all kinds of companies out there that you can work with that can help you know help you to come up with ideas and that's where the consultant's part comes in from a curation creation perspective once inspiration hits you have to now put these ideas into action and this of course involves all kinds of skills like writing skills and photography and video editing uh graphics graphic uh creation so those of you who have a graphic arts background have a distinct advantage in some of these areas but i have no particular artistic skills at all when it comes to this yet the use of even powerpoint in basic graphics design packages and i can put some stuff together that has at least some kind of a moderately professional look it's definitely not graphic card level photos today are easy i mean every one of our smartphones are more powerful than most of the high-end cameras or just 10 years ago so we've got devices at our disposal that can take pretty very high quality photos and share them on all the social tools and videos also that way it's certainly something that we can do not only do we can we record it but we can edit it on the phones too so there's a lot of um tools at your own disposal that makes this possible now with a larger social media firm like a larger firm that's got a social presence like a proctor and gamble they're gonna have all of these specialties covered um they'll be copywriters that'll write it they'll be photographers that'll take the shots videographers graphic artists for the graphics you know all of this stuff will be at their disposal but for most of the businesses out there the small the mid-size this is going to go down to one two maybe three people depends on the size of the organization we'll talk more about writing for social media in the next um then the next lecture so make sure that you take a look at that you want to make sure that's relevant and useful and interesting those kind of things uh when it comes to content not only do you have to think about what individual posts you want to create but you need to think broader than that so if you could equate social media to um advertising for example advertising runs in campaigns they put together groupings of similar ideas and they run them in a specific calendar time frame social media does the same you can run campaigns for your social accounts as well that usually circle around a specific

### [10:00](https://www.youtube.com/watch?v=S3BHq4pjGHo&t=600s) Segment 3 (10:00 - 15:00)

date or a specific event and so you have to come up with the campaign and then coordinate it all but you of course can do just individual posts because a lot of these are going to do to social platforms are going to do two or three posts a day and so individual posts still work for that too when it comes to planning uh there are two really important parts there's the um actual planning the meat of planning which is the use of an editorial calendar and then there's after you've already gone through that whole planning with the calendar the creation of it now you have um when are you going to deploy and how that information editorial calendars have been used for generations so you go back to the newspaper industry and they use calendars to coordinate everything that's going on in the newspaper of business radio does the same thing uh internet when it first came along used editorial calendars as well a very well tried and true approach to making sure that you fill up time and space they can take any number of uh um forms we'll show you a few of them in just a second and at the same time they can also be very useful for courting those teams that i just talked about so if you've got someone who's supposed to take shots and someone's supposed to do copy graphics a calendar can be really good for telling you look let's keep on track and here's when the stuff's due and make sure you get it to me by this point it can also help to make sure that you don't miss out on something so if you've got a special sale weekend that goes in the editorial calendar if there's a holiday all the holidays go in there so that you can change your uh header pictures for the fourth of july you can talk about sale you can change your colors to red white and blue you know whatever you need to do you put on the calendar to make sure that you don't forget to do so the very basic level you can do a simple calendar simply by either buying one and writing on it or putting together the shortened version with post-it notes this is an annual calendar so as you can see it goes each of the 12 months in three rows of four it's a good way to do a thousand foot view of your year and this can put in the big things that you know are coming up you can also do what's called a multi-platform multi-deployment calendar and so uh in this case you're not only talking about the various days of the week and what needs to go out but you'll notice that it's broken down here's twitter one two three four tweets a day it's got the times that those tweets tend to go out this again is something that you find out based on working with your target markets you can take some of those studies that have been done and use those as a starting point but the answer to when should i put post on a platform is always when would my target market be there to see it when would it be most effective for my objectives and so you'll notice on here it's got the various tweets and when they're posted it's color coded maybe for a campaign or for um because this case it's color coded for the day uh that the post takes place so there's um all kinds of different ways you can do it but there's four tweets here there's one two facebook posts a linkedin group two linkedin groups google plus got you got all this stuff that you can now do not only the platforms multiple platforms and multiple iterations of the platforms but also the days of the week calendars can get extremely complicated and they're they have um interfaces that can work up to your you know your corporate systems is in including things like email and chat rooms and all kinds of other things to help keep things on track but you'll notice that this color code up here has got all the different things that are there need to be created it's got what the task is it's got a name or title for it uh if you click on it you can even go in deeper and it's got who's responsible for each thing so it's an extremely complex integrated calendar so what are some things that you might want to make sure that you've looked at so you've got the title the author who's going to edit it when you want the draft done by you know all kinds of things that could possibly be on the plugged into the calendar you can also use them for coordinating so software and apps can be used to guide that creation process they uh also have um you know apps for each individual's phone so if you want to you send somebody a reminder that the deadline is next week for what you need from them then you can do that as well here's a program called edit flow edit flows allows you to set dates and make content requirements and track projects so here's the actual plugin when's the first draft needed what the assignment what's the post need to cover does it need a photo yes or no what how many words does it do you want it to have and so this kind of takes a look at how many what's going on you got 98 there in the pitch phase you got 12 that are assigned 9 in progress four and final review so you can track and see how much is coming out of the other end of the process too this is called proof hub it's an editorial content calendar and coordinator so you'll see it's got what's needed here you've got a discussion board so you can make comments it's got the person in charge

### [15:00](https://www.youtube.com/watch?v=S3BHq4pjGHo&t=900s) Segment 4 (15:00 - 20:00)

of what needs to be done uh so to-do lists discussions overviews calendars everything's all in there they can even take you go from this which has the individual task look into going to a calendar look and it's got everything all laid out on the calendar as well deployment's critical you have to make sure that you send it out the right time you can do deployment in three different ways you can do pre-planned meaning you already know when you want to send it but it's organic so you send it out yourself obviously that gives you good total control over when it happens but you know you're planning to do it hopefully you don't forget i guess that's a weakness with this option you've got pre-planned and automatic now this one of course you're not going to forget you already know you want you to send out so it's going to be there but the problem with this one is that you might forget that you planned it and so you may send out something that is either inappropriate because of what's going on in the world around us uh or it may um not apply to what you want or you may have come up with something better that you want to send out so there could there are distinct issues with uh automatic um deployment that and i have a distinct issue with it i'm not a fan of it in general more than in general i'm not a fan of it then of course deployment can also be spontaneous just right off the bat something happens bam let's get this out there let's share it pre-planned content is critical you have to have pre-planned content because you can't just rely on something happening and taking advantage of it so much content created is deployed at a predetermined time now the question is do you post it or do you have someone else post it there are plenty of programs out there like hootsuite that will help you to do that so i mean you can go in you can say here's when i want these tweets to go out and it'll tweet for you um on a regular basis so it's a very powerful program that you can use to control not you can not only use to monitor your existence but you can use it to schedule your deployment the last of the three deployment types is spontaneous i love spontaneous but it certainly requires a certain knack because you have to be inspired and then create on the spot and then you post so there's not a lot of time that you have to mess around and at the same time that means you know it's fresh it's real it's new it's inspired but it's also maybe more raw not as well thought out potential problems if you're not don't have a devil's advocate there so but if you think it through and if you do bounce it off a couple people real quickly it's probably a very good example now you'll notice the pictures on here this is from when i lived in charlotte uh just over a year ago the checkers are the ahl team for the carolina hurricanes and they play in charlotte and this was at their practice arena so on three separate occasions in the span of two weeks uh players with slap shots broke the glass at the practice arena when it happened on the october 2nd they just took a picture they're like oh yeah this is kind of cool but then it happened six days later and they're like all right that's twice this glass doesn't break all that off and then finally on the 14th it did it again so they took a picture of all the different uh breaks and they posted it up and said hey look the glass is breaking this shows you just how you know strong or powerful our guys are and they're ready for opening day or something along those lines you'll remember this little controversy is this dress blue or black or is it white and gold to me it's white and gold with a little tinge of blue on the white but many of you are going to swear that it's blue and black that's not the question here it's not whether or not that's what the color of the dress is the whole purpose of this is the um i talked about it before inspiration can come from trends and this is what can also be a spontaneous kind of a post so here's a post from dunkin donuts and it says doesn't matter if it's blue or blue black or white gold they still taste delicious hashtag the dress so you not only um jump on the dress bandwagon where everyone's talking about it so you get your hashtag in there but you take advantage of a very timely topic make it a fun type of uh issue uh and um those do look absolutely delicious by the way eminem's did the same thing why does everyone keep calling us gold and white now and it's of course a in this case a brown and a blue eminem but they're like why is everyone calling us gold and white and so they hashtag the dress what colors are this dress and so they posted this on the m ms page to me a very intuitive and very smart post the most popular spontaneous post of all times has to be the oreo cookie post during uh the super bowl a couple years ago super bowl was being played and the power went out the lights went out oreo cookie oreos had their social media team positioned

### [20:00](https://www.youtube.com/watch?v=S3BHq4pjGHo&t=1200s) Segment 5 (20:00 - 25:00)

watching the game they knew exactly at everybody you know ready and then when this came up they came up with an idea almost immediately they're like okay well let's say what are we gonna say about it uh you can still dunk in the dark yeah that's great and then they got a graphic artist on it a black picture a little bit of a oreo cookie on it um and within i'd say probably five or ten minutes they had a post completed and posted on their site and they won a whole host of awards i think in another lecture i actually show what all the different awards that they want for that particular post so that's content uh creation on an overview um now uh the other half of what you need to of course go through is writing so writing content i'm not going to go through this as i did the last one i will show you real quickly make sure you go through it the key of course is your target market and your objectives when it comes to how you write but mostly your target market you need to understand how they talk and think and act and all of everything you possibly can about your target market so that you can talk to them or talk with them not to them you talk with them in a conversational way with your posts and then i also want to make sure that you spend some time on this the consumer decision making process this goes back to the principles class and the idea that as consumers are making decisions purchase decisions they go through five distinct stages the problem recognition stages where they recognize that there's a difference between their ideal state and their current state and so they're like well i need something to solve this like if you wake up in the morning you're hungry your ideal state is that you have a satisfied stomach and your current state is that you're hungry so you look for something to solve that problem uh you're uh driving down the road and your car gets side swiped by another car and it doesn't work anymore well your ideal state you got a car that you can drive and your current states that you don't so you go looking for something to solve that problem information search you search for information try to find information to help you solve that problem alternative evaluation is where you evaluate the various alternatives that are available to you decision you have to decide which model what place what payment options all kinds of different decisions that take place at purchase and then post purchase evaluation you evaluate how well did the purchase go am i satisfied and then most importantly what did i do right and wrong in this decision-making process and it's always been one of my favorite concepts from the principles class but it fits perfectly from a social media perspective think about that process and say okay how can social media affect a purchase at every single one of these stages what are things that you can do to create content that's going to have an impact on a consumer let's say they recognize they've got a problem what can you do from a social perspective to reach out to them what can you do to provide them with information when they need it what do you do after they've bought your product or in order to verify or to uphold their decision to make sure they feel less cognitive dissonance with it so that's a part of this that i really hope you get a chance to focus on and get a feel for but everything else in here talks about some of the ways that you want to make sure that you write when it comes to social media okay so um that's this week this week's content looks at um how do you create and curate uh information or posts for your platforms uh and then how do you write what are the specific methods for writing when it comes to um content to create content for your platforms uh this leads of course directly into the individual assignment that you have the individual blog in which you have to take two of the platforms that you selected in the last one whichever one whichever two you want i don't care uh and then you've got to create two mock-ups of what an actual post would look like so what i would do is i'd find some corporate post that looks like what i wanted to do um do you want to have a video picture do you want to just have text do you want to have some graphic whatever it want whatever you want the post to say find one that kind of looks like it stick it in powerpoint or in one of your graphics programs or paint even if you're feeling all kinds of uh daring stick it in those and take put a text box over the text put a picture in there that you want instead of what's being shown and mock it up make it look exactly like it would if it popped up on somebody's screen and so you have to create four posts this week in your individual blog that's the that's the assignment and then study for your quiz which will open up on thursday so any questions at all you nope no question

### [25:00](https://www.youtube.com/watch?v=S3BHq4pjGHo&t=1500s) Segment 6 (25:00 - 25:00)

cool perfect all right that's it have a great week email me with any questions if you got him okay we'll do thank you

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*Источник: https://ekstraktznaniy.ru/video/53287*