presentation to school communicators
DESCRIPTION
KanSPRA talk on understanding social media, developing social media strategy, and using effective tactics.TRANSCRIPT
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Developing a social media strategy that’s right for you
David Kamerer, PhD, APRSchool of CommunicationLoyola University Chicago
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Developing a social media strategy that’s right for you
David Kamerer, PhD, APRSchool of CommunicationLoyola University Chicago
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The attention crash“We are reaching a point where the number of inputs we have as individuals is beginning to exceed what we are capable as humans of managing. The demands for our attention are becoming so great, and the problem so widespread, that it will cause people to crash and curtail these drains. Human attention does not obey Moore’s Law.”
- Steve Rubel, Edelman Digital
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The social universe
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FacebookFacebook YouTubeYouTube TwitterTwitter
US rank 2 4 8
Bounce rate 14 24 39
1-month reach 37 24 8
Page views 13 13 5
Time on site 32 19 7
#1 Referral Google FB FB
Social analytics
Source: Alexa.com
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Blogs
Will vary by marketGoogle BlogsearchMonitor with RSS“Leadership blog”
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SMS messaging
http://gizmodo.com/5644966/this-is-how-much-we-text-now
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Takeaways:
1. Social media are pervasive2. SMS3. Facebook4. Twitter5. Mobile explosion
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(pause)
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Principles:
Think of social media as tactics;
Build these tactics into your planning model
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Planning models:
R – P – I – E
P – O – S – T (Groundswell)
Activities: set up/gain access to analyticsDiscuss/implement measurementSet objectives/outcomes
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What will you measure?
Referrals to your website • “likes” • followers • attendance • affective responses • outtakes (# posts, messages, etc.) • outcomes • whatever is important
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Principles: the most important social media activity: listening
News mediaStudents/parents/communityPeers
Activities:Set up RSS feeds/build Twitter lists/Create dashboards
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Principles:
Go where the people are
Social technographics profileObservationQualitative/quantitative tools
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Principles:
Hub-and-spoke model
Hub: your websiteSpokes: Facebook, Flickr, Twitter, YouTube, blogs, wherever you seek influence online
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Principles:
Inbound strategy
Outbound strategy
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(pause)
Some tools and tactics:
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RSS
Google ReaderNetvibes.comNetNewsWire/NewsGator
Appmakr
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FBMLBrandingAnalytics
•http://www.ignitesocialmedia.com/top-50-branded-facebook-fans-august-2010-fan-growth-slows/
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Facebook trends:
Facebook everywhere (social plugins)
Mobile access
Privacy pushback
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Hootsuite/TweetdeckAdvanced Twitter Search search.twitter.com
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Outbound
Targeted emailLeverage existing communications,
collateral to push people online
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Mobile trends:
Rise of AndroidFragmented marketplaceCoupons on handsetQR Codes
Mobile to IRLMobile to transactions
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Mobile:
•Mobile strategy for web•Listen in/kick tires•GOGO strategy•Don’t worry, be Appy•Augmented Reality• Integration via posterous.com
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Curation opportunities
Register your locations:Search enginesPublish mapsCheck-in gamesReview sites
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From the desktop:Google:www.google.com/local/add/businessCenter Yahoo:http://listings.local.yahoo.com/basic.php Bing:https://ssl.bing.com/listings/BusinessSearch.aspx
Create/publish/share:
Location information • maps • “extended phone book”
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Check-in gamesYour role:Establish your placesMonitor reputation
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Looking forward
The “splinternet”HTML54G/prevalent WiFiTabletsMulti-touchVideoGoogle TV/Internet TV
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Your challenges
BullyingSextingEmergency communicationDealing with minors/en loco parentisFragmented homes/audiences/levels of accessDoing more with lessBlurred lines between personal/work lifeNo clear road map
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For inspiration
Ad Age Power 150MashableSmashing MagazineReadWriteWebWireddelicious.com/davidkamererNY Times/Wall St. Journal
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BooksGroundswellCharlene Li & Josh Bernoff
The New Rules of Marketing & PRDavid Meerman Scott
The Networked Nonprofit Beth Kanter & Allison Fine
Engage, Brian Solis
Web Analytics 2.0, Avinash Kaushik
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Thank you
www.davidkamerer.com
@davidkamerer