A lot of brands know that they need to create conversations with their audience, but don’t know which conversations.
The consumer journey is more fragmented than ever, and multiple topics are influencing the consumer. Relevance is thus key to break through the increasing consumption of content. Brands need to “think as a media company” and improve their editorial skills in order to create shareworthy stories that are valuable for the community members.
Create Conversational Touch Points
Thinking as a media means to know what stories your audience wants to take part of.
Define a list of topics or themes that you can create conversations about based on your brands values, beliefs and target group. The purpose of the topics is to drive conversations in a community. Conversational touch points do not necessarily relate to the brand as such, but if the community members are capable of connecting the two, it creates great possibilities for engaging conversations.
As an example, Kronenbourg 1664 uses French culture as one of their conversational touch points. It can be easier for their users to engage about this touch point, than to only talk about the product itself. Talking about the topic creates engagement and strengthens the brand value.
When you have outlined your conversational touch points, then organize it into a conversational calendar along with events such as product launches etc. The calendar helps you to plan your content and it can be used as an overview of topics and future activities to create engagement around.
Create a Social Newsroom
Context and timing is everything. Thinking as a media also means being able to predict happenings and trends and being able to create the real-time stories in advance.
Many brands have long content creation procedures; one part where the editorial planning needs to be done according to strategies, another where the content should be produced, and a third where the content should be approved and alternative changed according to feedback. Though, the implementations of real-time content can be lost in these procedures.
Brands and agencies need to track up-coming trends, make room for ad hoc content and being able to spot relevant news connected to their conversational touch points.
In Jonas post about Social Newsroom, you can read which points you have to leverage in order to make the framework happen.