R.A.V.E ON or how to do content strategy like it's the NEW rock'n'roll
This is not exhaustive by any means but this is the bare bones of what we need to be planning.
I'm using this as a base and building upon it.
This is a cut-down version of a forthcoming e-book Eaon’s Law of Engagement on Social Platforms
Working title: RAVE ON.
R – Relevance
The content and message must be relevant to the recipient around what matters to them.
One part of Seth's Permission triple.
Features and benefits may or may not be relevant, a story and shared worldview will almost always be relevant.
Find the story.
A – Authenticity
People are screaming out for some genuine authenticity, not karaoke-culture bullshit.
People are not stupid, they smell phoneyness a long way off.
Keep it real.
V – Value
Creativity is the process of bringing new ideas into existence that have value.(thx Sir Ken Robinson)
How do we make our constituents smarter, fitter, better connected? (thx @umairh)
See also Eaon's (appropriated) Theory of Value.
Give me some substance.
E – Easy
If we want people to interact make it as easy as possible.
Attention is our biggest cost. If it’s too hard to figure out what to do no-one will do it.
True story.
ON – We are ALWAYS ON
It never stops, we can’t ever take our foot off the gas.
Life happens 24-7-365.
Volume is key. Quality is even key-er.
90% of everything else is shit.
Attention in social media is transient and fleeting.
Strategising for outcomes from one tweet or post is a one way ticket to palooka-ville (it has worked but there's a huge chunk of good fortune when that happens - it's not the rule)
And always ON-POINT. Never compromise our point of view on the world.
We need to work out who’s in and who’s out.
Engagement...
1 – Who?
Nobodies are the new somebodies – we have no idea of the sphere of influence of individuals (thx @guykawasaki)
Treat everyone as VIPs.
Every passive fan converted to active is a win.
We are banking karma for later, every somebody was a nobody once.
2 – When?
Cultivate the relationships, even when it seems like there’s no immediate value (see point 1 bullet 3)
Leave no comment unanswered...
Leave no kind word unthanked...
3 – Speed?
People are used to crummy mediocrity from brands.
Just by being fast to respond we have a point of difference.
Speed doesn't kill, lack of speed kills.
Get on one, matey.
Types of content...
1 – WHAT? - Use every piece of media available.
Facebook – the currency of Facebook is pictures and video, these get the most comments and likes.
Facebook – invite contribution, ask the community to help compile lists (team of the week, best bits of movie dialogue etc etc) etc
Twitter – the currency of Twitter is links – Build the brand with context by pointing them at the right stuff that matters (thx @guykawasaki, again)
2 – REMEMBER WHAT FANS LOVE!
NUMBER ONE - THEMSELVES...
ACCESS TO STUFF THAT THE PLEBS DON’T GET...
TALES OF THE UNEXPECTED...
3 – SELL THE STORY/THE DREAM
People are not stupid – they know what beer/toilet paper/tuna is.
Sell them WHY we do what we do, NOT WHAT WE DO.
The market for something to believe in is infinite (thx @gapingvoid)
Your thoughts, comments and criticisms would be appreciated.
Overall foresight and inspiration Jonathan MacDonald - the Communication Ideal - thanks.
