Transcript
Page 1: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

October 15, 2009

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Presented by Michael McPherson, Partner and Creative Director | [email protected], and Ryan Evans, Director of Experience Design | [email protected]

Using Social Media to Engage Your Audiences

Page 2: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Agenda

1. Quick introduction to Corey McPherson Nash

2. What is social media?

3. Why should we care?

· Personally

· Professionally

4. How do we use it?

5. What it means for schools

Page 3: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Agenda

Rules of today:

We believe in walking the walk

· Live Tweeting #coreyaisne

· Continue the conversation

http://www.corey.com/whatisthoughtful

http://www.slideshare.com

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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Corey McPherson Nash

Page 5: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Corey McPherson Nash

THOUGHTFUL BRANDING AND DESIGN

Create distinctive, compelling brands and experiences

• Our goal is to evolve, enhance and protect our clients’ brands

• Our approach to social media is strategic

Page 6: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

What is a brand?

Page 7: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

“Your brand is what people say about you when you leave the room.”

– Jeff Bezos, founder and CEO, Amazon

Page 8: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Brand Strategy

RELEVANT

SUSTAINABLEDIFFERENTIATED

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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Brand Strategy

Strategic Plan

• Growth Objectives

• Target Markets

• Market Landscape

• Competitive Landscape

Brand Strategy

• Brand Perception

• Brand Architecture

• Brand Position

• Messaging Strategy

Execution

• Overall Look & Feel

• Community Outreach

• Social Media

• Public Relations

• Online/Off-line

Communication Pieces

Page 10: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

What is social media?

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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

What is Social Media?

Social media are primarily Internet-based tools

for sharing and discussing information among

human beings. This interaction, and the manner

in which information is presented, depends on

the varied perspectives and “building” shared

meaning among communities, as people share

their stories and experiences. - Wikipedia

shared meaning among

communities, as people share

their stories and experiences.

Creating a shared meaning is about creating a

distinct, compelling and meaningful BRAND

Page 12: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

What is Social Media?

Social media are media designed to be disseminated through

social interaction, created using highly accessible and scalable

publishing techniques. Social media supports the human need for

social interaction, using Internet- and web-based technologies to

transform broadcast media monologues (one to many) into social

media dialogues (many to many). It supports the democratization of

knowledge and information, transforming people from content

consumers into content producers. – Wikipedia (as of October 14,

2009)

Page 13: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

What is Social Media?

What it is:· Transparent

· Easy to use

· Engaging, reciprocal

· Blog, Flickr, Facebook, Twitter, YouTube, Wiki

What it is not:

· Filtered, edited

· Difficult to use

· Broadcast, one-way street

· Email, IM, podcast, RSS, Web site

Page 14: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Social media interrupts:

· Isolation

· Control

· Hierarchy

Jascha Franklin-Hodge, Chief Technology Officer & Founding Partner, Blue State Digital

Page 15: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

What is Social Media

Telling Statistics

·Twitter's site traffic grew 800% from March 2008 – March 2009

· 14 million unique visitors in March; 8 million in February 2009

·Facebook has 68,557,534 January 2009; 200 million worldwide

(up 116 percent)

·MySpace is at 58,555,800 unique visitors; 126 million worldwide.

·9 million blogs

· 40,000 new ones/day

http://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising and http://news.cnet.com/8301-17939_109-10160850-2.html

IT’S OVER.

Page 16: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Why should we care?

Page 17: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Personally

Page 18: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Why In the World Would I Do This?

“It was so far from sharing what you had for breakfast – yet it only works because it’s the same place where people talk about breakfast.”

Evan Williams, Twitter Chief Executive referring to people using

Twitter during the gasoline shortage in Atlanta last fall

“Putting Twitter’s World to Use,” New York Times, April 14, 2009

Page 19: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Why In the World Would I Do This?

Since the 1960s, there is a decline of “social capital”: connections among individuals – social networks and the norms of reciprocity and trustworthiness that arise from them.

Bowling Alone by Robert Putnam

http://www.bowlingalone.com/

Page 20: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Why In the World Would I Do This?

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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Why In the World Would I Do This?

“As among primates, those humans who are best able to manipulate social networks to their advantage thrive, and that ability may be genetically encoded.”

From a review by Scott Stossel of

CONNECTED: The Surprising Power of Our Social Networks and How They Shape Our Lives

by Nicholas A. Christakis and James H. Fowler

New York Times Book Review, October 1, 2009

Page 22: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Why In the World Would I Do This?

Social networks provide individuals:

· Anticipated reciprocity (I post, you respond)

· Increased recognition (I blog, you comment)

· Sense of efficacy (Wikipedia)

Peter Kollack, The Economies of Online Cooperation: Gifts and Public Goods in Cyberspace (1998)

Page 23: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Why In the World Would I Do This?

Page 24: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Why In the World Would I Do This?

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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Why In the World Would I Do This?

3. Have more “friends”

Dunbar Number = 150

· According to British anthropologist Robin Dunbar, there is an

upper limit on the number of people with whom we can maintain a

stable inter-personal relationship.

“Brave New World of Digital Intimacy,” The New York Times, September 7, 2008

X 3

Page 26: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Why In the World Would I Do This?

3. Have more “friends”

“Are people who use Facebook and Twitter increasing their

Dunbar number, because they can so easily keep track of so

many more people?”

“Brave New World of Digital Intimacy,” The New York Times, September 7, 2008

X ?

Page 27: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Why In the World Would I Do This?

3. Have more “friends”

According to one researcher, constant contact online had made

close ties “immeasurably richer,” but had not increased the

number of close friends and family. “But where their sociality had

truly exploded was in their ‘weak ties’ – loose acquaintances,

people they knew less well.”

“Brave New World of Digital Intimacy,” The New York Times, September 7, 2008

Page 28: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Why In the World Would I Do This?

4. Get answers; good referrals

· In social media, it is often the weak links that have the most value.

“Brave New World of Digital Intimacy”, The New York Times, September 9, 2008

Page 29: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Why In the World Would I Do This?

4. Get answers; good referrals

“Social Media: The Next Great Gateway for Content Discovery?,” Jon Gibs, VP Media Analytics, Nielson Research, October 5, 2009

http://blog.nielsen.com/nielsenwire/online_mobile/social-media-the-next-great-gateway-for-content-discovery/

“Socializers trust what their friends have to say and social media acts as an

information filtration tool. This is key because Socializers gravitate towards

and believe what is shared with friends and family. If your friend creates or

links to the content, then you are more likely to believe it and like it.”

Page 30: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Why In the World Would I Do This?

4. Get answers; good referrals

“Social Media: The Next Great Gateway for Content Discovery?,” Jon Gibs, VP Media Analytics, Nielson Research, October 5, 2009

http://blog.nielsen.com/nielsenwire/online_mobile/social-media-the-next-great-gateway-for-content-discovery/

Page 31: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Why In the World Would I Do This?

4. Get answers; good referrals

“I outsource my entire life,” she said. “I can solve any problem on Twitter in six minutes.”

Laura Fitton, a social-media consultant with more than 39,000 followers on Twitter.

“Brave New World of Digital Intimacy”, The New York Times, September 9, 2008

Page 32: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Why In the World Would I Do This?

4. Get answers; good referrals

“Twitter reverses the notion of the group,” said Paul Saffo, the

Silicon Valley futurist. “Instead of creating the group you want,

you send it and the group self-assembles.”

http://www.nytimes.com/2009/04/14/technology/internet/14twitter.html

Page 33: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Why In the World Would I Do This?

1. Ambient awareness of others

2. A way to feel “less alone”

3. Have more “friends”

4. Get answers; good referrals

Page 34: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Professionally

Page 35: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Our clients are not saying,

“Make us ads” or “Make us Web sites”

They’re saying,

“Create interaction between our brand and our customers.”

That’s our job now.

Executive Creative Director of the Nike account at R/GA “Multiscreen Mad Men” New York Times 11.23.08

http://www.nytimes.com/2008/11/23/magazine/23roundtable-t.html?scp=3&sq=multimedia%20mad%20men&st=cse

Why Should We Care?

Page 36: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Corey’s Top Six Rules of Social Media:

1. Be authentic.

2. Fortify. Strengthen your current audience and engage new ones.

3. Connect. Publish content that invites your audience to participate. (Don’t sell, sell, sell.)

4. Be remarkable. Give your audience things to remark on.

5. Get outside (your site).Participate in other discussions, not just your own.

6. Embrace organic planning. Establish a plan, but be ready to adjust.

Page 37: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Case Study

Obama: The Brand

Why Should We Care?

Page 38: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Messaging Strategy:

Platform:

Change We Can Believe In

Signified: Hope

Tone: Positive, inclusive

Page 39: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 40: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 41: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Social Media Approach

2008 Presidential Campaign Social Media Stats:

2,379,102supporters

620,359supporters

1,792 videos uploaded since 11.06

114,559subscribers

329 videos uploaded since 2.07

28,419subscribers

112,474followers

4,603followers

Page 42: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

1. Yes We Can - Barack Obama Music Video

14,379,890 views, 404 blog posts

2. Wassup 2008

5,300,606 views, 665 blog posts

Most impactful videos of the campaign:

Page 43: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

3. I Got a Crush...On Obama By Obama Girl

12,278,288 views, 259 blog posts

4. Barack Roll

2,858,259 views, 263 blog posts

5. American Stories, American Solutions: 30 Minute Special

1,932,787 views, 547 blog posts

Morningside Analytics http://tinyurl.com/66ojww

Page 44: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Of the top 5 influential videos:

3 were professionally produced

2 were moving

2 were funny

1 was officially from the campaign

All were remarkable.

Page 45: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Corey’s Top Six Rules of Social Media:

1. Be authentic.

2. Fortify. Strengthen your current audience and engage new ones.

3. Connect. Publish content that invites your audience to participate. (Don’t sell, sell, sell.)

4. Be remarkable. Give your audience things to remark on.

5. Get outside (your site).Participate in other discussions, not just your own.

6. Embrace organic planning. Establish a plan, but be ready to adjust.

Page 46: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 47: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 48: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

“Your brand is what people say about you when you leave the room.”

– Jeff Bezos, founder and CEO, Amazon

Page 49: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

How do we use it?

Page 50: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 51: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 52: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 53: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 54: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 55: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 56: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 57: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Content Is KingConversatio

n

Content is just something to talk about.

- Corey Doctrow

http://www.boingboing.net/2006/10/10/disney-exec-piracy-i.html

Page 58: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Social MediaStrategy Matters

Page 59: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 60: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 61: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Tweets sent vs. receivedMonth of September 2009

@DeanElmore1936 followers

@Suffolk_U1329 followers

Page 62: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 63: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 64: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

·

• Great content• Has a face• Listens to campus buzz• Expresses an opinion• Queries his audience• Comments on outside

sites

@DeanElmore1936 followers

@Suffolk_U1329 followers

• Announcements and headlines

• On-campus focus• Occasional shout-outs

Page 65: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Engagement

Page 66: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Getting to Engagement

Page 67: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 68: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 69: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 70: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Social Media Monitoring

Why should you listen?

· Brand perception

· What are people saying about you?

· Respond to questions or misperceptions

· Insert yourself into conversations about your organization

· Crisis management

· When something happens you want to be ready to respond.

Page 71: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Social Media Monitoring

What should you listen for?

· Your brand

· Who is talking about you?

· What are they saying?

· Your peers and competitors

· Are there best practices we can learn from?

· Your category

· What are people saying about your area of focus?

· E.g., “New Hampshire prep schools”, “sixth grade art programs”

Page 72: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Social Media Monitoring

How do you listen?

· Free tools

· Google Alerts

· Twitter Search

· TweetScan

· SocialOomph

· Paid Tools

· SM2 from Techrigy

· HubSpot

· Radian 6

Page 73: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Ok, I’m listening.

Now what?

Page 74: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Getting to Engagement

1. WHO do you want to reach

- Who are they listening to?

2. WHAT are your goals?

- How do you want to shift the discussion?

3. HOW will you engage in relationships?

- What are your messages? How will you nurture them?

4. LAUNCH your social media strategy

- Select your channels

- Identity your resources.

Page 75: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

1. WHO do you want to reach?

Page 76: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Getting to Engagement: WHO

Sample Audiences

· Prospective students & families

· Alumni

· Prospective faculty and staff

· College admissions officers

· Peer institutions

· The media and bloggers

Page 77: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Getting to Engagement: WHO

Know your audience

· Market research

· Interviews

· Monitoring online discussions

· Audience personas

Page 78: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Getting to Engagement: WHO

21%

37%

19%

35%

69%

25%

Page 79: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

2. WHAT are your goals?

Page 80: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Planning Your Strategy: WHAT

· Sample Goals

· Brand perception

· Monitor your school’s brand online

· Differentiate your program

· Attract and nurture communities

· Increase number and quality of applicants

· Engage your alumni community

· Recruit

· Attract top faculty and college recruiters

Page 81: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Planning Your Strategy: WHAT

· Your social media goals should align with your business objectives:

· Strategic plan

· Branding goals

· Marketing plans

Page 82: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Example: Shift Brand Perception

http://twitter.com/comcastcares

Page 83: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Example: BB&N Senior Tiles

Page 84: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

3. HOW will you engage in relationships?

Page 85: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Planning Your Strategy: HOW

· Sample Strategies

· Query your audience

· Energize your advocates

· Facilitate discussions

· Build communities

· Crowdsource ideas

· Just watch

Page 86: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Planning Your Strategy: HOW

Make sure your engagement strategy will work for you.

· It has to be comfortable.

· It has to match your culture & personality.

· It has to fit with your available resources.

· It has to be part of your work flow.

Page 87: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 88: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Corey’s Top Six Rules of Social Media:

1. Be authentic.

2. Fortify. Strengthen your current audience and engage new ones.

3. Connect. Publish content that invites your audience to participate. (Don’t sell, sell, sell.)

4. Be remarkable. Give your audience things to remark on.

5. Get outside (your site).Participate in other discussions, not just your own.

6. Embrace organic planning. Establish a plan, but be ready to adjust.

Page 89: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Example:

Boston University’s Dean of Students·Authentic

·Builds Connections

Page 90: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Example: Authenticity

Page 91: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Example:

MIT Undergraduate Admissions Blogs·Gives Reasons to Participate

Page 92: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Example: Connection and Participation

http://www.mitadmissions.edu

Page 93: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Example:

Worcester Academy and the Inauguration·Be Remarkable

·Get Outside

Page 94: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Example: Get Outside Your Site and Be Remarkable

Page 95: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Planning Your Strategy: HOW

· Begin with a strategy

· Be specific about your execution

· Plan – and adjust if necessary

Page 96: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Example: Social Media Execution

How @jowyang uses Twitter

As a shared feed reader

As a chat room

To capture events

Listening tool

How @jowyang doesn’t use Twitter

Personal minutia

Excessive personal discussion

Page 97: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

4. LAUNCH your social media strategy

Page 98: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Planning Your Strategy: Launch

Page 99: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

The Channel

Dip your toes in. Get a feel for how the various channels and their communities work.

But focus your resources. Don’t bite off more than you can chew.

Page 100: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Planning Your Strategy: LAUNCH

Evaluate the channels:

· Are your target constituencies using it?

· How are they using it?

· Will the technology support the ways in which you want to engage?

· Is it an open platform?

Page 101: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Summing Up

Page 102: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Page 103: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Corey’s Social Media Process

1. WHO do you want to reach?

- Who are they listening to?

2. WHAT are your goals?

- How do you want to shift the discussion?

3. HOW will you engage in relationships?

- What are your messages? How will you nurture them?

4. LAUNCH your social media strategy

- Select your channels

- Identify your resources.

Page 104: Using Social Media to Engage Your Audiences

2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]

Thank you!· http://www.corey.com

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· http://www.facebook.com/coreymcphersonnash

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