View
714
Download
0
Category
Tags:
Preview:
DESCRIPTION
KanSPRA talk on understanding social media, developing social media strategy, and using effective tactics.
Citation preview
Developing a social media strategy that’s right for you
David Kamerer, PhD, APRSchool of CommunicationLoyola University Chicago
Developing a social media strategy that’s right for you
David Kamerer, PhD, APRSchool of CommunicationLoyola University Chicago
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
The social universe
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
Blogs
Will vary by marketGoogle BlogsearchMonitor with RSS“Leadership blog”
SMS messaging
http://gizmodo.com/5644966/this-is-how-much-we-text-now
Takeaways:
1. Social media are pervasive2. SMS3. Facebook4. Twitter5. Mobile explosion
(pause)
Principles:
Think of social media as tactics;
Build these tactics into your planning model
Planning models:
R – P – I – E
P – O – S – T (Groundswell)
Activities: set up/gain access to analyticsDiscuss/implement measurementSet objectives/outcomes
What will you measure?
Referrals to your website • “likes” • followers • attendance • affective responses • outtakes (# posts, messages, etc.) • outcomes • whatever is important
Principles: the most important social media activity: listening
News mediaStudents/parents/communityPeers
Activities:Set up RSS feeds/build Twitter lists/Create dashboards
Principles:
Go where the people are
Social technographics profileObservationQualitative/quantitative tools
Principles:
Hub-and-spoke model
Hub: your websiteSpokes: Facebook, Flickr, Twitter, YouTube, blogs, wherever you seek influence online
Principles:
Inbound strategy
Outbound strategy
(pause)
Some tools and tactics:
RSS
Google ReaderNetvibes.comNetNewsWire/NewsGator
Appmakr
FBMLBrandingAnalytics
•http://www.ignitesocialmedia.com/top-50-branded-facebook-fans-august-2010-fan-growth-slows/
Facebook trends:
Facebook everywhere (social plugins)
Mobile access
Privacy pushback
Hootsuite/TweetdeckAdvanced Twitter Search search.twitter.com
Outbound
Targeted emailLeverage existing communications,
collateral to push people online
Mobile trends:
Rise of AndroidFragmented marketplaceCoupons on handsetQR Codes
Mobile to IRLMobile to transactions
Mobile:
•Mobile strategy for web•Listen in/kick tires•GOGO strategy•Don’t worry, be Appy•Augmented Reality• Integration via posterous.com
Curation opportunities
Register your locations:Search enginesPublish mapsCheck-in gamesReview sites
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”
Check-in gamesYour role:Establish your placesMonitor reputation
Looking forward
The “splinternet”HTML54G/prevalent WiFiTabletsMulti-touchVideoGoogle TV/Internet TV
Your challenges
BullyingSextingEmergency communicationDealing with minors/en loco parentisFragmented homes/audiences/levels of accessDoing more with lessBlurred lines between personal/work lifeNo clear road map
For inspiration
Ad Age Power 150MashableSmashing MagazineReadWriteWebWireddelicious.com/davidkamererNY Times/Wall St. Journal
BooksGroundswellCharlene Li & Josh Bernoff
The New Rules of Marketing & PRDavid Meerman Scott
The Networked Nonprofit Beth Kanter & Allison Fine
Engage, Brian Solis
Web Analytics 2.0, Avinash Kaushik
Thank you
www.davidkamerer.com
@davidkamerer
Recommended