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.

TRANSCRIPT

  • 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 conversation
    • http://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
    • Control
    • Hierarchy
    • 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 Stosselof
  • 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

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?