Presented on March 20th, 2014, at the CASE Social Media and Community conference in Marina del Rey, CA. http://www.case.org/Conferences_and_Training/SMC14/Program.html

1. IT’S THEM
IT’S NOTYOU,
Crafting the ContentYour
Audience Wants
3.20.14 | #casesmc
Ma’ayan Plaut | @plautmaayan
Manager, Social Strategy & Projects | Oberlin College

2. What are we making?
@plautmaayan | #casesmc

3. Posts.
(Lots and lots of posts.)
@plautmaayan | #casesmc

4. What are we making?
@plautmaayan | #casesmc

5. Content.
And guess what?
You’re already making it!
@plautmaayan | #casesmc

6. Flickr user @johnathangaskin – CC BY-NC 2.0
Keeping the Lights On
@plautmaayan | #casesmc

7. Flickr user @secretseasons – CC BY-NC-SA 2.0
Creating Beacons
@plautmaayan | #casesmc

8. Flickr user @leobar-pixinmotion – CC BY-NC-ND 2.0
LetThe Content Shine
@plautmaayan | #casesmc

9. Flickr user @freefoto - CC BY-NC 2.0
Fuel the Machine
@plautmaayan | #casesmc

10. The Attention Economy
@plautmaayan | #casesmc

11. Flickr user @thejcgerm - CC BY-NC-ND 2.0
R-E-S-P-E-C-T
• Solidify cycle of trust
• Increase likability
• Habit of listening
@plautmaayan | #casesmc

12. Be Daft, Punk
http://youtu.be/K2cYWfq--Nw@plautmaayan | #casesmc

13. Be Smart
@plautmaayan | #casesmc

14. Think First, Second, & Last
Flickr user @jim_and_kerry- CC BY-NC-SA 2.0@plautmaayan | #casesmc

15. • Who are they?
• Why do you want to reach them?
• Why do they want to be reached?
KnowYour Audience
Flickr user @edfilmfest - CC BY-NC-ND 2.0@plautmaayan | #casesmc

16. Making Websites More Social
http://oberlin.edu
• Your audience, your story
• Feature prominently
@plautmaayan | #casesmc

17. Social Media onYour Website
http://duke.edu
• Bring social media into your space
• Give social media an equal weight
@plautmaayan | #casesmc

18. More Social Web Content
http:/stories./oberlin.edu
• Encourage social behavior for your audience
• Good stories will be shared
@plautmaayan | #casesmc

19. Flickr user @nnova – CC-BY 2.0
Craft Personas
@plautmaayan | #casesmc

20. Flickr user @dirkjankraan– CC-BY NC 2.0
Listening Loop-the-Loop
@plautmaayan | #casesmc

21. Maintain Consistency
• Voice and tone
• Through time
http://voiceandtone.com@plautmaayan | #casesmc

22. Do It ForYour Audience
http://storify.com/oberlinalumni
• Make something original
• Curate from your community
• Coalesce and distill information
@plautmaayan | #casesmc

23. • Your audience ≠ social media platform.
• Your audience = people on that platform.
Distribution Plans
Flickr user @mrsj CC-BY NC SA 2.0@plautmaayan | #casesmc

24. What Works Where?
• Quotes
• Links
• Photos & albums
• Videos & gifs
http://bit.ly/1ji8cYr@plautmaayan | #casesmc

25. • External pageviews
• Shares
• Demonstrated understanding
• Meeting of an external goal
Did It Work?
Flickr user @freeeeb– CC BY 2.0@plautmaayan | #casesmc

26. Does It Work ForYou?
Flickr user @wlodi – CC BY SA 2.0@plautmaayan | #casesmc

27. ThankYou!
Ma’ayan Plaut
maayan.plaut@oberlin.edu
@plautmaayan | #casesmc