Tata AIG General Insurance Company - Insurer Innovation Award 2024
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Creative Social Media Content Strategy and Engagement through Improvisation
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2. Content Material, including text and images, that constitutes a publication or document Improv To invent, compose, or perform with little or no preparation THX Dictionary.com
3. First of all, YEA you need to know what youâre doing before taking any step in social media. BUT keep in mind social media is about being in the moment (oh, improv is too!) so really itâs not that much rocket science. Your content should be created FOR YOUR AUDIENCE and not for you â or your boss (sry). If youâre anal retentive like me and NEED lots of research to back up what you do, great. I love you for that. If not, just have an idea of where you want to go.
4. Create a content calendar that fits in line with the rest of your social media / web marketing strategy. This is a typical process I use when
5. Donât be afraid to âget out of your headâ and abandon control of the future Most of important of allâŠ
6. If you have a smart social media strategy, your content should generally follow a specific theme derived from the interest and conversations of your target audience (this includes the format they consume the most â video, photos, infographicsâŠ) IN IMPROV Improvisers start off a set by requesting a suggestion. Now, that suggestion can either be used to start a scene or to inspire an opening that will inspire scenes. The audience loves to see the evolution of their suggestion and not just a regurgitation of it.
7. By participating in conversations, you are actually being social. Rememberâ your canned message isnât always the right message â those you converse with can be advocates that support your POV whether itâs through the words you wish to use or not. Donât scare people away by acting like a machine! IN IMPROV The best line ever might pop in to an actorâs head but given the âback and forthâ nature of conversation, they have to be prepared to adjust / adapt (or drop) that linein order to not derail the scene and ruin whatâs âin the moment.â You can maintain a POV without pushing an agenda.
8. Ride on the waveof trends that are occurring in conversations within your industry. Some of the trending topics may be enough to fuel a whole other batch of content you wouldnât have imagined of. Believe it or not, you may not always know best. IN IMPROV Your scene partner will tell you things that you âdidnât knowâ about yourself that opens up a world of opportunity. When you work together in building your character, surroundings and situation at hand, you never know where youâll end up. It stems from being interested, not trying to be interesting.
9. If youâve found that your âpre-cannedâ content doesnât seem to be meshing well with conversations, drop it. Changeit! Youâll figure out how often the interest of your audience changes (that can be at any moment) by monitoring their conversations / interests. And hey, donât be afraid to follow whatâs different to you â you can always find a way to tie it all together. IN IMPROV The process of give and take between scene partners allows you to build a situation. Within that situation a pattern (or âthe gameâ) will naturally develop that allows the scene to move forward and for the improvisers to continuously experience new things. We can usually find a game by following whatâs weird / different. Best part is, youâll always know where youâve come from.
10. The conversations you engage in can fuel a series of content you hadnât planned on creating. If thereâs a certain topic that is working well, you can start to move that conversation from a 3rd party network such as Twitter to something a bit closer â like your blog. Take advantage of being in the moment, if you hesitate youâre already behind. (Alas, the bubble pyramid is almost complete.) IN IMPROV You can take one of the simplest things that is said or done and transform it in to something spectacular. It relies on not dropping what you have in hand and building it until you canât anymore. And guess what, it evolves from there. If you donât put 100% in to it and your partner does, youâre the one that looks like a fool.
11. Through all of this, your strategy calls out what youâre trying to accomplish. Thereâs a way to effectively listen and engage with your audience to support your pre-developed messaging. Believe it or not, in this day and age there isnât a âone wayâ to say what you need to. IN IMPROV No matter what a character goes through in a scene, they always maintain a certain âwantâ. Itâs their pursuit of this want that keeps them motivated and makes them genuine and interesting.
12. Follow with eyes on the side of your head and be prepared to change as the group decides itâs time to change
13. considerations Your strategy can (and should) have multiple content themes going on at the same time for you to evaluate one against each other and to keep your profiles fresh and relevant. Listen Focus Adjust to Adapt Heighten to Develop Donât Give Up on Your Want
14. And please donât ask an improviser to âtell you a jokeâ or âsay something funny.â Thatâs stand-up. Stand-up & social media would be a whole other story. But hey, look at me. Youâre still cute. And weâre still good.