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Liz McCarthy

Formation Technologie

LizMcCarthy

@mccarthy_liz
@bodleianlibs
www.facebook.com/bodleianlibraries

2

So,what’sit allabout?

2004-Launched@Harvard, then to universitiesintheus

2006-extendedtoGeneralPublic -includingbrands

2012-526 milliondailyusers

3

JointheCrowd
UniversityofOxford | UniversityCollege | Trinity
College | EnglishFacultyLibrary | OUP | Said
BusinessSchoolAdmissions | MusicFacultyEvents |
BotanicGardensandHarcourtArboretum | PPE |
BodleianLibraries | Ashmolean | FacultyofLaw |
oxfordalumni | OxfordEnglishDictionary | Oxford
UniversityStudentUnion | CentreforHindusTudies

Mostimportantly…
Students | potentialstudents | researchers
press | funders | alumni 4

SOCIALMEDIA ISN’TCUTTINGEDGE
ANYMORE
IT’SJUSTPART OFHOWWE
COMMUNICATE

5

So,youthinkyouwanttouse
Facebook?

Don’tpanic

7

Defineandarticulateyourgoals

Interactwithonlineaudience
Boostawareness
Drivetraffic
Learnaboutyourcommunity
Shareinformation
??
9

HOWDOESIT FITWITHOTHER
COMMUNICATIONS?
Email
Printedmaterial
Face-to-Face
Broadcast
Websites
??

10

SOCIALMEDIA STRATEGY
VS
COMMUNICATIONSSTRATEGY

11

THEHOW
Createapage
Addinfoandphotos
Makeyour timelineinteresting
Addgreat content
Monitor

12

THEHOW
Createapage
Addinfoandphotos
Makeyour timelineinteresting
Addgreat content
Monitor

13

THEHOW
• Createapage
• Addinfoandphotos
• Makeyour timelineinteresting
• Addgreat content
• Monitor

15

THEHOW
Createapage
Addinfoandphotos
Makeyour timelineinteresting
Addgreat content
Monitor

17

THEHOW
Createapage
Addinfoandphotos
Makeyour timelineinteresting
Addgreat content
Monitor

19

CONTENTIS KING

WATCH YOURAUDIENCE
WHATDO THEYPOST?
WHATDO THEYRESPOND TO?
WHENARETHEYONLINE?

20

DON’TASSUME

FACEBOOKISN’TTWITTER
IT’SNOTYOUR WEBSITE
ADJUSTYOURCONTENT
EXPERIMENT ANDTEST

21

QUESTIONSTOASK

DOESITFITWITH YOUR GOALS?
ISITUP TODATE?
DOESITOFFERVALUETOYOURAUDIENCE?

22

EDGERANK

AFFINITY-RELATIONSHIP BETWEEN USERAND
STORY(ONEWAY)
WEIGHT-BASED ONKINDS OFREACTIONS (PHOTOS,
VIDEOS,LINKSRANK HIGHEST)
RECENCY-NEWER >OLDER
23

OTHERIDEAS?
CROWDSOURCE ASK
PHOTOS QUESTIONS
ANSWER
QUESTIONS

GIVEYOUR AUDIENCE CONTESTS, QUIZZES,
THE‘INSIDESTORY’ ANDGAMES

28

SETSOMEGROUNDRULES
DOYOUHAVEASOCIAL MEDIA POLICY?
• ALLOWAND ENCOURAGE DEBATE
• DON’TCENSOR COMMENTS – UNLESS
OFFENSIVE/SPAM
• BETRANSPARENT
• RESPECT THELAW
• REMEMBERYOU’RE REPRESENTING YOUR
ORGANISATION
29

THEHOW
CREATEAPAGE
ADDINFOANDPHOTOS
MAKEYOUR TIMELINEINTERESTING
ADDGREAT CONTENT
MONITOR

30

ANDFINALLY…

IT’SACONVERSATION,AND IT’S
CONSTANTLYCHANGING
REMEMBERIT’SONLY ONE PARTOFHOW
YOUCOMMUNICATE

35

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Facebook Pages that Work

1. Make:together Facebookpagesthatwork LizMcCarthy BodleianLibraries 1

2. LizMcCarthy @mccarthy_liz @bodleianlibs www.facebook.com/bodleianlibraries 2

3. So,what’sit allabout? 2004-Launched@Harvard, then to universitiesintheus 2006-extendedtoGeneralPublic -includingbrands 2012-526 milliondailyusers 3

5. SOCIALMEDIA ISN’TCUTTINGEDGE ANYMORE IT’SJUSTPART OFHOWWE COMMUNICATE 5

6. YOUALREADYHAVEANONLINE BRAND OWNIT 6

7. So,youthinkyouwanttouse Facebook? Don’tpanic 7

8. FIRST THINKABOUTWHY 8

9. Defineandarticulateyourgoals Interactwithonlineaudience Boostawareness Drivetraffic Learnaboutyourcommunity Shareinformation ?? 9

10. HOWDOESIT FITWITHOTHER COMMUNICATIONS? Email Printedmaterial Face-to-Face Broadcast Websites ?? 10

11. SOCIALMEDIA STRATEGY VS COMMUNICATIONSSTRATEGY 11

12. THEHOW Createapage Addinfoandphotos Makeyour timelineinteresting Addgreat content Monitor 12

13. THEHOW Createapage Addinfoandphotos Makeyour timelineinteresting Addgreat content Monitor 13

14. Chooseyourtype 14

15. THEHOW • Createapage • Addinfoandphotos • Makeyour timelineinteresting • Addgreat content • Monitor 15

16. MAKEITDOSOMEWORK 16

17. THEHOW Createapage Addinfoandphotos Makeyour timelineinteresting Addgreat content Monitor 17

18. MILESTONES 18

19. THEHOW Createapage Addinfoandphotos Makeyour timelineinteresting Addgreat content Monitor 19

20. CONTENTIS KING WATCH YOURAUDIENCE WHATDO THEYPOST? WHATDO THEYRESPOND TO? WHENARETHEYONLINE? 20

21. DON’TASSUME FACEBOOKISN’TTWITTER IT’SNOTYOUR WEBSITE ADJUSTYOURCONTENT EXPERIMENT ANDTEST 21

22. QUESTIONSTOASK DOESITFITWITH YOUR GOALS? ISITUP TODATE? DOESITOFFERVALUETOYOURAUDIENCE? 22

23. EDGERANK AFFINITY-RELATIONSHIP BETWEEN USERAND STORY(ONEWAY) WEIGHT-BASED ONKINDS OFREACTIONS (PHOTOS, VIDEOS,LINKSRANK HIGHEST) RECENCY-NEWER >OLDER 23

24. VIDEOS 24

25. PRESENTATIONS & RESEARCH 25

26. EVENTS 26

27. CAMPAIGNS 27

28. OTHERIDEAS? CROWDSOURCE ASK PHOTOS QUESTIONS ANSWER QUESTIONS GIVEYOUR AUDIENCE CONTESTS, QUIZZES, THE‘INSIDESTORY’ ANDGAMES 28

29. SETSOMEGROUNDRULES DOYOUHAVEASOCIAL MEDIA POLICY? • ALLOWAND ENCOURAGE DEBATE • DON’TCENSOR COMMENTS – UNLESS OFFENSIVE/SPAM • BETRANSPARENT • RESPECT THELAW • REMEMBERYOU’RE REPRESENTING YOUR ORGANISATION 29

30. THEHOW CREATEAPAGE ADDINFOANDPHOTOS MAKEYOUR TIMELINEINTERESTING ADDGREAT CONTENT MONITOR 30

31. MONITOR:INSIGHTS 31

32. MONITORMORE:LINKS 32

33. KEEPMONITORING: WEBSITE TRAFFIC 33

34. MONITOREVEN MORE: CONVERSATIONS 34

35. ANDFINALLY… IT’SACONVERSATION,AND IT’S CONSTANTLYCHANGING REMEMBERIT’SONLY ONE PARTOFHOW YOUCOMMUNICATE 35