Content Strategy for the Masses

In Cannes recently, a number of top execs gathered to learn everything there is to know about social television – the act of adding the social networking experience to TV watching. Think: adding a hashtag to your live event.  Twitter UK’s top exec told the attendees that social television is happening, whether they want it to or not.  This is true, but maybe the focus should shift slightly.

As the industry works to better personalize the broadcast experience for its viewers, from adding full length content on their own websites to selling their catalogue rights to Netflix, there will be an increased marketing challenge to help audiences find their programs. Why? Because for those of us without cable,  it’s challenging to know what shows to watch because there’s no lead-in from a top rated show, or because programmers are selling preroll ad spaces to legitimate companies, not filling it with in-house advertising to promote their latest show (for the most part).

I find my shows by listening to podcasts, reading tweets (beyond a Get Glue check-in), or overhearing what colleagues are watching. I’m more compelled to watch a show when I see most people on my Twitter feed are tuned in versus seeing a big box ad for the program.  In fact, seeing everyone watch a program live makes me twinge a little for ye olde days of cable because there’s a community building on social media I can’t be a part of because I can’t see the show. I’m missing out.

So, how do you do start a social TV campaign?

- take part in some social listening. What are people saying on Twitter or Facebook about you? About your competition? Gather the data and think up a fun angle to build a community. There are free and paid-for ways to gather this type of data, from Google Alerts to customized packages.

- don’t ask your coordinator to handle your social TV just because he/she is always on Facebook. Hire a professional and check their credentials. Have they created a social media campaign before? Do they understand and take part in social TV?

- Don’t rely only on Get Glue, Miso or other social TV check-in sites. They’re good for creating a reminder to watch, but take the community to the next level now that you know they’re tuning in.

- Let the conversation happen organically – viewers can sense a fake tweet from a mile away. If your staff is writing tweets to support your program, be 100% transparent.

- Concerned about people revealing spoilers? Those without cable are used to hearing the ending of shows – doesn’t mean we’re not going to still watch it. In fact, sometimes letting your fans leak the spoilers results in more people watching.

- Keep your fans interested by holding fun hashtag games on Twitter. Ru Paul’s Drag Race asks its fans to come up with ’70s drag names between broadcasts, for example.

- Don’t rely on contests to build your community. People who enter contests tend to jump in and out without full engagement. Make it rewarding to talk about your show with retweets and engage them in conversations.

Any other tips? Let me know in the comments.

Ginny Redish, the author of Letting Go of the Words, says Good Web Writing is based on usability and:

• is like a conversation
• answers peoples questions
• lets people grab and go

Using this as a base, let’s look at an email alert I received this week and determine if it was successful in its digital writing to get me excited about a new product.

Who am I?:  I signed up for this newsletter because I love coupons. It’s true. No shame.

(Lesson: A pay-off will get someone to sign up for a newsletter. Coupons, recognition, additional secret information that no one else could get… If you’re creating a persona around people who sign up for your newsletters, be sure to include one who is in it to get something)

Their latest newsletter featured a link to coupons, but also prominently featured a new product. I thought maybe I’d get another pay-off if I clicked on “check it out” to learn more about the product. Why else would they want me to click on it? The newsletter blurb gave me all the information I need… why would I need to know more?

 (Lesson: Don’t automatically assume your users are as excited about your new product as you are – if you want visitors to read more on the product, provide a reason to click on the link other than ‘to provide more information.’ Also, stop using “check it out” online. Just. Stop.)

So, I clicked on the “check it out” to enter the site.  It featured lots of information about the product (which I didn’t read), rollovers on a graphic (some of which didn’t work) and links with animations to show the razor’s different features (of which I clicked on one).

(Lesson: If good web content is like a conversation, this one was one-sided. It successfully answers questions a user may have about the product, but doesn’t answer: why am I here?

The website also featured a “love it, pass it on!” link, which I thought – ok – maybe sending info will also provide a coupon. So, I clicked on it.

Who in their right mind would send their friend an email about a new razor? Really think about this… What is interesting about this?

(Lesson: Including interactivity and opportunities to share content is great – but not all content is worth sharing. Adding a pay-off “send to 5 friends for a free sample” would encourage more use of this form)

I clicked on this “buy it now” link, thinking it might be good to find out where to buy one – and maybe I’d find a deal:

So, I click Buy It Now, and the following pop-up appears:

Wait… wha? Why is it even an option?

(Lesson: Anticipate what the user will do when they come to the site. Good web writing answers a visitor’s question – not make them ask more. Also, if you offer something on your site, such as “Buy it Now!” or “See the video clip now!” it’s in your best interest to make sure the content exists every time. Also, avoid industry speak. Rather than partner online retailer, try “online shops” and let the user know where they can find it in the real world, if that option is available)

How Did This Email Campaign Do?

• the web writing was like a conversation – not really. While there were efforts to share the information, there was no anticipation of the user’s part of conversation when they would open this site.
• the website answered questions – the campaign answered questions the who, what and how about the razor, but did so in the well written introductory paragraph on the newsletter. It didn’t effectively anticipate the where and why questions a visitor would ask, such as “where can I buy this?” or “why am I here?”
• the website let me grab and go – since the campaign didn’t answer real user questions, there was nothing to “go” with on this site. I could grab the link to the site and send it to a friend, but what am I grabbing and why would I share it?

Any good social media plan starts with strategizing potential reach, branding voice and user goals on Facebook, Twitter and Google+, right?  But does your team have a social media policy?

In the States, the FTC implemented a Social Media Policy to thwart unsavoury attempts by some companies that chose to not be transparent in their social strategies (I tried to find a similar policy from the CRTC in Canada, but no luck – let me know if one exists). Working with your legal team, creating a Social Media Policy for your company could prevent a lot of issues down the road.

WOMMA, the Word-of-Mouth Marketing Association  was featured in the latest issue of Chief Content Officer and its article interviewing Gary Spangler, marketing manager at Dupont. Spangler advises people to start any social media campaign with WOMMA as they offer essential elements to build an effective policy. Here is a screengrab from an article with some good tips (and be sure to click on the image to read more from the Chief Content Officer magazine – it’s a good read):

Click on the image to read Chief Content Officer magazine, July 2011

Did you ever see (in a movie or in real life) a young nerdy kid try to bribe “popular kids” for friendships by giving them things? “Oh, I heard you really like Sprite so I got you the last one from the fridge.” Remember how the cool kids would usually react? That’s right – with heart-wrenching indifference.

So why has Facebook changed all of that?

Every day, I receive requests to Like a brand or product on Facebook to get a coupon. It’s not only the fastest way for the industry to minimize the potential analytics and sincere word-of-mouth goldmine of a Facebook Like –  but it’s shocking because many of us very cool people are falling for it. It’s like we’re gladly taking a free can of pop from the annoying kid at school and not only thanking them for it, but promising to let everyone know -publicly – that we think this annoying kid is actually the coolest ever.

Seems kind of lazy to me.

Are the popular kids (us) just willing to put up anything on our profile (and our friends walls) in exchange for something free?

As I write this blog post, a very simple poll question, Mac or PC, has received over 2 million (!) votes on Facebook’s new Questions app.  Thanks to this new feature, everyone on Facebook now has the option to easily post a poll – and this includes anyone with a company fan page. Yes, even you. But is it something you should use?

One of the reasons why “Mac or PC” is getting so many responses is because it’s a quick question with a quick answer – and that’s something to keep in mind if you’re deciding to venture into Questions for your business. Don’t ask long, convoluted questions because you won’t get much response. Another key: while it’s good to get a gauge on what your fans are thinking, consider your audience. Do you want to ask questions that only your fans would know, or can you adjust your verbiage to introduce new users to your fan page/brand.

Questions is a great promotional tool for your Facebook page. When a fan decides to answer your poll, their vote is posted on their wall – prompting their friends to also answer the question and perhaps, end up as a fan of your FB page. If your poll is so specific that only your fans could answer, this might be a missed opportunity to capture some new traffic. But again, it depends on what information you’ll looking to gather.

So… early stage take aways:

- Keep it short (quick question, maybe two choices tops)

- Consider keeping it generic so anyone can answer to add fans to your FB page

Love to hear any other tips – please share!