16. Owned Media “News Organization” Drives
Content Creation, Distribution & Promotion
Core corporate team “assignment
desk” run by Managing
Editor, Digital Content
Business-level “bureau chiefs”
Weekly editorial meetings & story
pitches
Pitches need to resonate with
sector news & customer “care
abouts”
Editorial calendar tracks
assignments through publication
It’s more than words…what visuals
will you package with your story?
Publish & promote across multiple
channels
5/13/2013 16
@Kovalskyc
#PRSABOS
17. Building Online Communities Offline
5/13/2013 17
“I walked away with an enhanced
understanding of the areas that Raytheon
works in, and have a great view of the
company and can accurately portray that
to the people that I discuss it with.”
ADVOCATES,
EVANGELISTS,
CREATORS
COLLABORATORS
FANS,
FOLLOWERS,
CONSUMERS
@Kovalskyc
#PRSABOS
18. Owned Media Can Drive Earned Media
5/13/2013 18
@Kovalskyc
#PRSABOS
19. Owned Media Can Drive Earned Media
5/13/2013 19
@Kovalskyc
#PRSABOS
24. How We Think… I Think
It’s Not All About Content
Engaged
Audience
Relevant
Content
Lil’ Nudge
25. A centralized publication
environment providing direct
access to seed content to our
ecosystem of social accounts.
THE ENGINE
Ubiquitous Publication
26.
27. When It All Comes Together
78x
Average Engagement
THE PUDDING
Hinweis der Redaktion
If you tweet in a forest, and no one’s around to read it, does It even matter? We spend so much time thinking about content, and not enough time thinking about building an audience…
Let’s start with talking about “the hockey stick”. The key to a good content strategy, begins with a a good social account strategy…
Let’s assume you have your account strategy nailed. Here’s how we like to think about the role content plays in social media marketing.
We’ve got a solid account strategy – Now what’s the engine behind all of this?