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Taking the Web 2.0 Plunge: Diving into Social Media2010 AASCU Communications Conference for Senior Public Relations & Marketing Professionals March 8-9, Washington, DC
Valerie Lopez Director of Media Research, Cision
@valerielopez
What We’ll Cover
► Diving into Social Media► What is Social Media?► Social Media’s impact on PR & the media
► Listening► Tools for social media monitoring► Locating communities through social metrics
► Engaging► Personality 2.0► The Rule of Thirds
► Creating► To Blog or Not to Blog?► Higher Ed in Social Media
► Case Studies► Lynn University ► DePaul University
What is Social Media?
“Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in conversations between authors, people, and peers.”
- Brian Solis, PR 2.0 blogger and principal of FutureWorks
Types of Social Media
Social Networking Sites► Facebook, MySpace, LinkedIn
Lifestreaming/Microblogging► Facebook Status, Twitter,
FriendFeed & others
Social News Sharing Sites ► Digg, Delicious, Reddit & more:
important places to participate
Blogs & Podcasts► Citizen media with huge influence,
especially on niche topic
Social Photo/Video Sharing► YouTube, Flickr, Picasa
Social media’s impact on PR & the media
► Focus on the social capital of the journalist, not the outlet
► News is consumed differently – and on the go
► Niche sites available to everyone
► More direct-to-consumer
► Communities, not audiences
► What is my goal?
► Who is my target community?
► How do I engage?
► How will I measure my success?
Questions to Ask…
Monitor. Find out what’s being said about you online
Engage. Respond quickly to establish that you’re listening
Tools► Google Alerts
(http://www.google.com/alerts)
► Twitter: http://search.twitter.com
► LinkedIn: Advanced Answers Search
► Technorati.com
► Google Blog Search (http://blogsearch.google.com)
► Paid Monitoring Services
Personality 2.0
► Go in with a plan
► Be yourself, but remember that you represent your brand
► Social media gives others a snapshot of you: What does your picture look like?
► Listen to the tone of each site before engaging
► Creating a mix of content: ⅓ about you, ⅓ sharing articles/ideas, ⅓ conversation
► Regularly clean up your profiles
► Stay for the marathon, not the sprint, to build relationships
To blog or not to blog?
► What is the goal of my blog?
► What can I offer that is unique to my blog and can’t be found elsewhere?
► Who will my blogger(s) be? (They must want to blog or it won’t work.)
► Can I stick with the blog for the long haul? Will I be able to post regularly?
Developing Video/ Audio Content► Identify a goal for utilizing multimedia
content
► You can make your content viral and fun
► For SEO purposes, be sure to include some text with your video/audio
► Accessing to multimedia tools is easier (and cheaper!) than ever
► Multimedia content is social: If you share it, they will come.
University of Phoenix Online
Channel: youtube.com/user/UniversityofPhoenix
Type of videos: Webisodes/Testimonial/Mini-documentary
YouTube marketing voice: Everyman Inspiration
*Source - Catherine Geil Reinhard & Mashable.com
► Know how you will measure your success before you engage
► Always keep your target community in mind
► Be patient – building a community, campaign or brand on the social web takes time
A quick note on measurement
Ways Higher Ed is Using Social Media
► Sharing/Creating Content
► Engaging with their community
► Promoting Student and Faculty Work
► Broadcasting Events
► Establishing Connections
► Emergency Notification System
*Source- Mashable.com
Case Study
Challenge
► Communicating with the 15-19 year-old demographic
► Lack of name recognition
Goal
Target Community
► Prospective students between the ages of 15-19 that are interested in a private, liberal arts education at a four-year university
► To engage with the group candidly and clearly, and often, without an institutional filter
Objective
► Provide smart, stylish and authentic content via Lynn.edu, student blogs, Facebook pages, YouTube
Results
► Each student blog averages 1,000+ unique visitors
► Facebook page has 500+ members
► Media placements
► Opened up conversations between past, present and potential students
Case Study
Challenge
► Create sustainable word-of-mouth for DePaul among parents
Target Audience
► Parents of Prospective Students
Goal Solution
► Establish stronger relationships through a customer service and information-sharing
► Created DePaul Quad (www.depaulquad.com), an online community to foster dialog among parents and the university
*Case Study by womma
Results
► 1,693 members of the community, approximately 30% of the parents who have been invited to join
► An average of 1,700+ unique visits per month
► Total of 200+ participants across the live sessions, an average of 30 per session.
*Case Study by womma