Presentation to school communicators
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KanSPRA talk on understanding social media, developing social media strategy, and using effective tactics.
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Presentation to school communicators
- 1. Developing a social media strategy that’s right for you David Kamerer, PhD, APR School of Communication Loyola University Chicago
- 2. Developing a social media strategy that’s right for you David Kamerer, PhD, APR School of Communication Loyola University Chicago
- 5. 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
- 9. 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
- 10. Blogs Will vary by market Google Blogsearch Monitor with RSS “Leadership blog”
- 16. Takeaways: 1. Social media are pervasive 2. SMS 3. Facebook 4. Twitter 5. Mobile explosion
- 17. (pause)
- 18. Principles: Think of social media as tactics; Build these tactics into your planning model
- 19. Planning models: R – P – I – E P – O – S – T (Groundswell) Activities: set up/gain access to analytics Discuss/implement measurement Set objectives/outcomes
- 20. What will you measure? Referrals to your website • “likes” • followers • attendance • affective responses • outtakes (# posts, messages, etc.) • outcomes • whatever is important
- 21. Principles: the most important social media activity: listening News media Students/parents/community Peers Activities: Set up RSS feeds/build Twitter lists/ Create dashboards
- 22. Principles: Go where the people are Social technographics profile Observation Qualitative/quantitative tools
- 23. Principles: Hub-and-spoke model Hub: your website Spokes: Facebook, Flickr, Twitter, YouTube, blogs, wherever you seek influence online
- 25. (pause) Some tools and tactics:
- 28. Facebook trends: Facebook everywhere (social plugins) Mobile access Privacy pushback
- 30. Outbound Targeted email Leverage existing communications, collateral to push people online
- 31. Mobile trends: Rise of Android Fragmented marketplace Coupons on handset QR Codes Mobile to IRL Mobile to transactions
- 32. Mobile: •Mobile strategy for web •Listen in/kick tires •GOGO strategy •Don’t worry, be Appy •Augmented Reality • Integration via posterous.com
- 33. Curation opportunities Register your locations: Search engines Publish maps Check-in games Review sites
- 34. 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”
- 35. Check-in games Your role: Establish your places Monitor reputation
- 36. Looking forward The “splinternet” HTML5 4G/prevalent WiFi Tablets Multi-touch Video Google TV/Internet TV
- 37. Your challenges Bullying Sexting Emergency communication Dealing with minors/en loco parentis Fragmented homes/audiences/levels of access Doing more with less Blurred lines between personal/work life No clear road map
- 38. For inspiration Ad Age Power 150 Mashable Smashing Magazine ReadWriteWeb Wired delicious.com/davidkamerer NY Times/Wall St. Journal
- 39. Books Groundswell Charlene Li & Josh Bernoff The New Rules of Marketing & PR David Meerman Scott The Networked Nonprofit Beth Kanter & Allison Fine Engage, Brian Solis Web Analytics 2.0, Avinash Kaushik