Using Social Media to Engage Your Audiences

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How to use social media to engage independent school audiences like prospective students, parents and alumni. Delivered as a workshop for the Association of Independent Schools of New England.

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1. Using Social Media to Engage Your Audiences 2. Agenda Quick introduction to Corey McPherson Nash What is social media? Why should we care? Personally Professionally How do we use it? What it means for schools 3. Agenda Rules of today: We believe in walking the walk Live Tweeting#coreyaisne Continue the conversationhttp://www.corey.com/whatisthoughtful http://www.slideshare.com 4. Corey McPherson Nash 5. 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 6. What is a brand? 7. Your brand is what people say about you when you leave the room.Jeff Bezos, founder and CEO, Amazon 8. Brand Strategy RELEVANT SUSTAINABLE DIFFERENTIATED 9. 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-lineCommunication Pieces 10. What is social media? 11. 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 buildingshared meaning among communities, as people share their stories and experiences.- Wikipedia shared meaningamong communities, as people share their stories and experiences.Creating a shared meaning is about creating a distinct, compelling and meaningful BRAND 12. What is Social Media? Social mediaare 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) 13. What is Social Media? What it is: Transparent Easy to use Engaging, reciprocal Blog, Flickr, Facebook, Twitter, YouTube, Wiki What it isnot : Filtered, edited Difficult to use Broadcast, one-way street Email, IM, podcast, RSS, Web site 14. Social mediainterrupts: Isolation ControlHierarchy Jascha Franklin-Hodge, Chief Technology Officer & Founding Partner, Blue State Digital 15. 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-risingand http://news.cnet.com/8301-17939_109-10160850-2.html ITS OVER. 16. Why should we care? 17. Personally 18. Why In the World Would I Do This? It was so far from sharing what you had for breakfast yet it only works because its 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 Twitters World to Use, New York Times, April 14, 2009 19. 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 Aloneby Robert Putnam http://www.bowlingalone.com/ 20. Why In the World Would I Do This? 21. 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 StosselofCONNECTED: 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 22. 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) 23. Why In the World Would I Do This? 24. Why In the World Would I Do This? 25. Why In the World Would I Do This? 26. Why In the World Would I Do This? 27. 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 28. 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 ? 29. 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 30. Why In the World Would I Do This? 4. Getanswers ; good referrals In social media, it is often theweak linksthat have the most value. Brave New World of Digital Intimacy,The New York Times , September 9, 2008 31. Why In the World Would I Do This? 4. Getanswers ; 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. 32. Why In the World Would I Do This? 4. Getanswers ; 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/ 33. Why In the World Would I Do This? 4. Getanswers ; 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 34. Why In the World Would I Do This? 4. Getanswers ; 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 35. 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 36. Professionally 37. Our clients are not saying, Make us ads orMake us Web sitesTheyre saying, Create interaction betweenour brand and our customers.Thats 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? 38. Coreys Top Six Rules of Social Media: Be authentic.Fortify.Strengthen your current audience and engage new ones. Connect.Publish content that invites your audience to participate.( Dont sell, sell, sell.) Be remarkable.Give your audience things to remark on. Get outside (your site). Participate in other discussions, not just your own. Embrace organic planning.Establish a plan, but be ready to adjust. 39. Case Study Obama: The Brand Why Should We Care? 40. Messaging Strategy: Platform: Change We Can Believe In Signified: Hope Tone: Positive, inclusive 41. 42. 43. Social Media Approach 2008 Presidential Campaign Social Media Stats: 2,379,102 supporters 620,359 supporters 1,792 videosuploaded since 11.06 114,559 subscribers 329 videosuploaded since 2.07 28,419 subscribers 112,474 followers 4,603 followers 44. Yes We Can - Barack Obama Music Video 14,379,890 views, 404 blog posts 2.Wassup 2008 5,300,606 views, 665 blog postsMost impactful videos of the campaign: 45. 3. I Got a Crush...On ObamaBy 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 Analyticshttp://tinyurl.com/66ojww 46. Of the top 5 influential videos: 3were professionally produced 2 were moving 2 were funny 1 was officially from the campaign All were remarkable. 47. Coreys Top Six Rules of Social Media: Be authentic.Fortify.Strengthen your current audience and engage new ones. Connect.Publish content that invites your audience to participate.( Dont sell, sell, sell.) Be remarkable.Give your audience things to remark on. Get outside (your site). Participate in other discussions, not just your own. Embrace organic planning.Establish a plan, but be ready to adjust. 48. 49. 50. Your brand is what people say about you when you leave the room.Jeff Bezos, founder and CEO, Amazon 51. How do we use it? 52. 53. 54. 55. 56. 57. 58. 59. Content Is King Conversation Content is just something to talk about. - Corey Doctrow http://www.boingboing.net/2006/10/10/disney-exec-piracy-i.html 60. Social Media Strategy Matters 61. 62. 63. Tweets sent vs. received Month of September 2009 @DeanElmore 1936 followers @Suffolk_U 1329 followers 64. 65. 66. Great content Has a face Listens to campus buzz Expresses an opinion Queries his audience Comments on outside sites Announcements and headlines On-campus focus Occasional shout-outs @DeanElmore 1936 followers @Suffolk_U 1329 followers 67. Engagement 68. Getting to Engagement 69. 70. 71. 72. 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. 73. 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 74. Social Media Monitoring How do you listen? Free tools Google Alerts Twitter Search TweetScan SocialOomph Paid Tools SM2 from Techrigy HubSpot Radian 6 75. Ok, Im listening. Now what? 76. Getting to Engagement WHOdo you want to reach - Who are they listening to? WHATare your goals? - How do you want to shift the discussion? HOWwill you engage in relationships? - What are your messages? How will you nurture them? LAUNCHyour social media strategy - Select your channels - Identity your resources. 77. 1. WHO do you want to reach? 78. Getting to Engagement: WHO Sample Audiences Prospective students & families Alumni Prospective faculty and staff College admissions officers Peer institutions The media and bloggers 79. Getting to Engagement: WHO Know your audience Market research Interviews Monitoring online discussions Audience personas 80. Getting to Engagement: WHO 21% 37% 19% 35% 69% 25% 81. 2. WHAT are your goals? 82. Planning Your Strategy: WHAT Sample Goals Brand perception Monitor your schools 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 83. Planning Your Strategy: WHAT Your social media goals should align with yourbusiness objectives: Strategic plan Branding goals Marketing plans 84. Example: Shift Brand Perception http://twitter.com/comcastcares 85. Example: BB&N Senior Tiles 86. 3. HOW will you engage in relationships? 87. Planning Your Strategy: HOW Sample Strategies Query your audience Energize your advocates Facilitate discussions Build communities Crowdsource ideas Just watch 88. Planning Your Strategy: HOW Make sure your engagement strategy willwork foryou. 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. 89. 90. Coreys Top Six Rules of Social Media: Be authentic.Fortify.Strengthen your current audience and engage new ones. Connect.Publish content that invites your audience to participate.( Dont sell, sell, sell.) Be remarkable.Give your audience things to remark on. Get outside (your site). Participate in other discussions, not just your own. Embrace organic planning.Establish a plan, but be ready to adjust. 91. Example: Boston Universitys Dean of Students Authentic Builds Connections 92. Example: Authenticity 93. Example: MIT Undergraduate Admissions Blogs Gives Reasons to Participate 94. Example: Connection and Participation http://www.mitadmissions.edu 95. Example: Worcester Academy and the Inauguration Be Remarkable Get Outside 96. Example: Get Outside Your Site and Be Remarkable 97. Planning Your Strategy: HOW Begin with a strategy Be specific about your execution Plan and adjust if necessary 98. Example: Social Media Execution How @jowyang uses Twitter As a shared feed reader As a chat room To capture events Listening tool How @jowyang doesnt use Twitter Personal minutia Excessive personal discussion 99. 4. LAUNCH your social media strategy 100. Planning Your Strategy: Launch 101. The Channel Dip your toes in. Get a feel for how the various channels and their communities work. But focus your resources. Dont bite off more than you can chew. 102. 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? 103. Summing Up 104. 105. Coreys Social Media Process WHOdo you want to reach? - Who are they listening to? WHATare your goals? - How do you want to shift the discussion? HOWwill you engage in relationships? - What are your messages? How will you nurture them? LAUNCHyour social media strategy - Select your channels - Identify your resources. 106. Thank you! http://www.corey.com http://twitter.com/cmntweets http://www.facebook.com/coreymcphersonnash http://www.flickr.com/photos/26011447@N03/