cs applied 17: turning co-workers into collaborators

Kathy Matosich | Facebook Content Strategists | @kmatosich

HELLO!I’m Kathy (I’m not an artist, so thanks to Cheryl Lowry for the illustrations!)

PRODUCT CONTENT STRATEGY

News Feed Messenger Profile Events

PagesSearchGroupsPhotos

SIMPLE, STRAIGHTFORWARD AND

HUMAN

Celebratory Inspiring Encouraging Helpful Informative Educational Reassuring Supportive Sympathetic

TONE SCALE

CONCEPT Cellular mobile telephone

CONCEPT

TERMS CellularMobile phone

Mobile device

Cell phone

Cellular mobile telephone

phone

CONCEPT Cellular mobile telephone

TERMS CellularMobile phone

Mobile device

phoneCell phone

MANAGED TERMINOLOGY

EXAMPLE OF A PUBLIC EVENT IN NEWS FEED

EXAMPLE OF A PAGE’S UPCOMING EVENTS

Celebratory Inspiring Encouraging Helpful Informative Educational Reassuring Supportive Sympathetic

(EVENTS) TONE SCALE

TEXT HERE ABOUT CREATING AN EVENT

Goes to Facebook to post about an upcoming show

User Journey - Page Admin, Keith

Feel: Stressed, short on time, but excited for upcoming show.



Distracted by News Feed

Feel: Stressed, short on time, but excited for upcoming show

Feel: Happy to catch up / stress leaks in,



Distracted by News Feed

Navigates to his Page

Feel: Stressed, short on time, but excited for upcoming show

Feel: Happy to catch up / stress leaks in,

Feel: Like he’s got this, is here to do what he set out to do,

Sees this “Upcoming Events” null state for his Page


Feel: Bad that he didn’t do something to promote this event sooner,



Considers post vs. creating event


Feel: Time pressure, do I have time to make an event and will the investment be

worth it?



Considers post vs. creating event

Makes a decision to create event


Feel: Time pressure, do I have time to make an event and will the investment be

worth it?

Feel: Like he’s making the right decision with his time.


Helpful

Have something coming up?

Create an event to let people know about it.

[Create Event]


Helpful



[Create Event]

Informative

Create an event and let people know what

your Page has coming up.

[Create Event]


Helpful



[Create Event]

Inspiring

Bring people together by creating an event.

[Create Event]

Informative



[Create Event]


Helpful



[Create Event]

Inspiring

Bring people together by creating an event.

[Create Event]

Informative



[Create Event]

MEH MEH BAD

WE’RE ALL JUST A BUNCH OF VENN DIAGRAMS

1. Know what success looks like

2. Identify co-workers that share your Venn diagram

3. Frame your work

4. Share the

WHAT DOES SUCCESS LOOK LIKE?

SUCCESS IS:


Increase event creation from this location by 5%

WRITE IT DOWN

SHARE IT OUT

SHOUT IT OUT

IDENTIFY CO-WORKERS WITH SIMILAR GOALS

Brainstorm partner Run tests

Quick feedback


Quick feedback

Allison | Marketing


Quick feedback

Allison | Marketing Nicky | Engineering


Quick feedback

Allison | Marketing Nicky | Engineering

Scott | Product Design

Who are your collaborators?

FRAME YOUR WORK

Fine Okay … Sure

Me: “How does this sound…”

Me: “What would you do next if you read…”“What does it mean to you if you saw…”“If you heard this phrase, what celebrity would you think said it?”

so much It sounds To me this means I would look … like Oprah! … for a button…

Me: “What would you do next if you read…”“What does it mean to you if you saw…”“If you heard this phrase, what celebrity would you think said it?”

Like a newscaster… Like a rapper…

1. Concrete results

2. Awareness

3. Community

VALUE PROPOSITION TEXT HERE

1. Concrete results

2. Awareness

3. Community


1. Get more people to your next event by creating it on Facebook.

2. Make it easy for people to find your next event. Create it on Facebook.

3. Create an event and get your community together.

1. Concrete results

2. Awareness

3. Community


1. Get more people to your next event by creating it on Facebook.

2. Make it easy for people to find your next event. Create it on Facebook.

3. Create an event and get your community together.

Set up A/B tests and help analyze data


Get more people to your next event by creating it on Facebook.

Make it easy for people to find your next event. Create it on Facebook.

Concrete results: Awareness:

AWARENESS!

SHARE THE

Quick email to person + their manager

Hat tip to your collaborators in an internal group or channel

Thank you in person or a note

SHARING SUCCESS = SPREADING INFLUENCE

1. Know what success looks like

2. Identify co-workers that share your Venn diagram

3. Frame your work

4. Share the

TURN CO-WORKERS INTO COLLABORATORS

WHAT DO YOUR COLLABORATION (CHALLENGES) LOOK LIKE?

Kathy Matosich | Facebook Content Strategists | @kmatosich

cs applied 17: turning co-workers into collaborators

Career