Packard socialmedia-lab-module-4-socialgraphics

Leveraging Social Media:Understanding Strategy and Putting it into Practice

Module 4: Understanding Your Audience’s Social BehaviorThis project is being generously supported by the David and Lucile Packard Foundation

Social Media Usage Is Almost Mainstream …Broadly speaking, the top 1,000 media sites fall into two categories

Publisher Media Social Media

• Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume

Page View ShareShare of all page views at the Top 1,000 Media sites, December 2007 – 2008

15%

85%

Publisher Media

Social Media2008

• Audience target group identification• Research from many sources• Social graphics: Pyramid of Engagement• Psychological Motivations

What You Need To Know to Design A Successful Social Strategy Success

Surveys, Focus Groups, Secondary Research, and Listening

Curating

Producing

Commenting

Sharing

Watching

Charlene Li and Jeremiah Owyang

Social Graphics: The Pyramid of Engagement

Most people watch videos on YouTube – few upload.

Watching

Sharing

Twitter enables real-time sharing.

Commenting

Facebook commenting and “Likes” simplified how users responded

to other people’s content.

Commenting includes rating and reviews.

Commenting

Producing

Curating

What psychological motivation drives their social participation?

Goals and rewardsMoods and feelingsKnowledge and learningGiving and receivingHelping and assistingAsking and answering

Photo by Franie

Share Pairs

Work in Pairs …

Use the worksheets and handouts to explore your own social graphics and those of your audience

Full Group Discussion

What do you know about how your audience behaves online?What do you know about what they love?What do you know about what turns them off?Do you need to learn more about your audience? If so, what?