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.

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

Each month, I spent 2 minutes tops using the iPhone to speak to other people. The other 43, 220 minutes I spend using my iPhone as:

- my new book library. I installed Kobo and thanks to some regularly appearing coupons in my email, it’s my new book store. Books were getting annoying to move all the time, anyway. While it doesn’t have everything I’d like to read, I can only assume it will one day.

- my fitness guide. I use the Nike+ system with my shoes to know how far I’ve run and the speed, and it automatically updates my running progress on my Twitter acct (ask to follow for now!). I use RunKeeper Free to help calibrate my Nike+ system with its GPS tracking of my runs. I also use the Nike Training app when it’s a kajillion degrees below zero outside. And finally, I track my chocolate  consumption with Livestrong’s Daily Plate app.

- my notetaker and to do list. I have too many projects on the go, always, with more being added on a regular basis. I was a pen and paper gal when I needed to create to do lists (for the rewarded check mark upon completion) but so far the very popular Things app is helping keep me paperless and less encumbered during meetings. I’m not sure if it qualifies for my day to day work (where I often need to keep 48 things on the top of my head at any given moment) but it’s good to keep me focussed on one project at a time.

- my guitar tuner thanks to Guitar Toolkit and a fun music maker with Groove Maker and of course, autotunetastic I am T-Pain. I can also see song lyrics and locate who’s listening to the same tunes as me on TuneWiki

- my game console. Tons of games – what’s your fave?

- my weather guide

- my news guide

- etc etc etc

How do you use your iPhone outside of dialing up?

This post from Julian Cole on Adspace Pioneers in Social Media marketing is interesting. He lists the top 12 moments that help define some of social media moments for advertising. It’s a clever look back at how social media has grown in just three years. It has gone from a niche service for the computer savvy to everyone on the planet, then slowly back to niche.

Organic’s Three Minds outlines whether niche social networks will attract marketing dollars as corporate media focuses its attention on the idea of spreading the word online.

I just wonder if the marketers will get it right in the niche world. If they don’t speak the language, or end up insulting those in the group, it can backfire. Also, some marketers are using social media all wrong. As ReadWriteWeb pointed out,  why is there a site for those who want to talk about cat litter? 

It would be OK if the litter site turned into a place where users could mock the ability to comment on kitty litter. But I guess that would put the delicate brand into the hands of the masses. It happened at Amazon.com when its users could describe their experiences with every product available, including groceries… and Uranium Ore. One favourite: “This Uranium Ore facial scrub has given my skin a beautiful glow!”  Also read about Land Tanks “… it also has plenty of room for groceries.”

Sadly, Amazon took down the over 1,000 reviews for milk.

Let me know if you’ve seen other ridiculous social media sites.