#UMDSocial Keynote

IF IT’S NOT SOCIAL, IT’S BROKEN

Mark W. Smith@markdubya

FIRST:HELLO!

A YEAR OF UNPRECEDENTED

GROWTH

A NEW FOCUS ON NATIONAL

PRODUCTS

LET’S TAKE SOME AIR OUT OF THE ROOM.

SOCIAL ISN’T AS SPECIAL OR AS

INTERESTING AS SOME SAY IT IS

YOUR SOCIAL TRAFFIC IS

MOBILE TRAFFIC

“IF SOMETHING IS IMPORTANT, IT

WILL FIND ME.”

IT’S OK TO FOCUS ON FACEBOOK

THE STATE OF SOCIAL IN 2016

SOURCE: MARY MEEKER’S INTERNET TRENDS 2016

SOURCE: MARY MEEKER’S INTERNET TRENDS 2016

SOURCE: MARY MEEKER’S INTERNET TRENDS 2016

SOURCE: MARY MEEKER’S INTERNET TRENDS 2016

SOURCE: MARY MEEKER’S INTERNET TRENDS 2016

CREATING CONTENT THAT

DIES

TENETS OF SOCIAL CONTENT

IT’S DECLARATIVE

It’s declarative

Before

• News organizations wrestle with whether to publish Charlie Hebdo cartoons after attack

It’s declarative

Before

• News organizations wrestle with whether to publish Charlie Hebdo cartoons after attack

After

• Why some newspapers are choosing to publish Charlie Hebdo cartoons

IT FIGURES SOMETHING

OUT

It figures something

out

Before

• A scientific explanation of what makes Indian food so delicious

It figures something

out

Before

• A scientific explanation of what makes Indian food so delicious

After

• Scientists have figured out what makes Indian food so delicious

IT SURPRISES US

It surprises us

Before

• Why blizzards make us go crazy for milk and bread

It surprises us

Before

• Why blizzards make us go crazy for milk and bread

After

• Milk and bread are actually pretty terrible survival foods

IT’S COMPREHENSIVE

IT’SVISUAL

IT DELIVERS ON ITS PROMISE

IT TELLS US WHO WE ARE

IT CREATES TENSION

IT’S OF THE MOMENT

HOW TO BUILD HEALTHY SOCIAL PLATFORMS

FACEBOOK

YOUR NEWS FEED IS

SCIENCE

TWITTER

THE RULE OF 5

TWEET MORE THAN YOU THINK

YOU SHOULD

USE TWITTER FOR FREE A/B

TESTING

SNAPCHAT

INSTAGRAM

TRY NEW ONES

OK, SO HOW DO I DO THIS?

OWN EVERY OUNCE OF THAT

SOCIAL SHARE

MOVE WITH INTENTION

CREATE THE CURIOSITY GAP

BUT BE CAREFUL …

IT’S OK TO STEAL*

IT’S OK TO STEAL*

* (BUT MAKE SURE YOU KNOW WHAT YOU’RE STEALING.)

NO ONE CLICKS YOUR SHARE

BUTTONS

THE RISE OF DARK SOCIAL

DESIGNING A SOCIAL PROGRAM

THINK ABOUT THE LIFE CYCLE

OF CONTENT

SOMETIMES IT’S JUST ABOUT

BEING BIG

HOW ELSE CAN YOU ENCOURAGE

SHARING?

WATCH OUT FOR CONSTRUCTION

BARRELS!

TRICKS YOU MAY NOT KNOW

http://atmlb.com/2axddPj+

FINDING YOUR CONTENT ON

TWITTER

HOW YOU MOVE A BIG SHIP

WORK WITH PEOPLE 1:1

SHOW THEM THE NUMBERS

"Metrics won’t be our only guide about how we go about our work – nor

should they be — but they will be one guide. We will have to pay attention.”

— Marty Baron, Executive Editor,

The Washington Post

BE MINDFUL OF YOUR TIME

CREATE A ROOM OF STUDENTS

OF THE WEB

THANK YOU!

QUESTIONS?

Let’s connect: @markdubya