7 big trends in social media & communications

Cavalcade of case studies
Presentation for Institute for Senior Communications and Marketing Professionals
October 12-14, 2011
CASE (Council for Advancement and Support of Education)

Social media is Not new work.
It’s where your work is going.

Three key takeaways from this presentation
Brandstand
Seek integration & openness
Build culture & skills

Discussion one
Fragmentation

Traffic to UCLA.edu is trending down.
The homepage is now a less effective marketing tool.

“there are no pics on their facebook page”
… the hotel has 100+ photos on their website, but without a Facebook presence, the hotel missed an opportunity.

Brandstanding

Your brand needs to be able to stand alone in social media channels.
The good news is that many tools have better functionality than our websites.
LA Times used Twitter for live event coverage and embedded the feed on their website.

Small is the new big…
…when it comes to websites

Brandstanding = more work.
Cut back in other areas with a single-page website for each of your programs.
Add a blog for more information.
Here, users scroll down the page for content.

Benefits
Easier maintenance
No page refresh
Quicker navigation through contents
Content distilled to core info
Design for quality over quantity
Google PageRank applies to whole site
Higher core content density for search engine spiders
Distinction from most other websites
Preferred solution for web apps designed for the Mobile Web
Source: sixrevisions.com/web_design/the-science-behind-a-single-page-website/

Discussion two
Use the web for what it’s good for: Multimedia content

Website closely connects donors with impact using free social tools and multimedia.

Video
How does the video make you feel?
How can your organization use images, music and storytelling to move people?

Desktop video interview + press release means reporters don’t have to take a chance that a source will make a compelling TV or radio interview.
Source: http://sethodell.wordpress.com/2010/10/05/want-to-get-quoted-in-the-media-try-a-video-expert-advisory/

Infographics:
Tell a better story than a lot of words
Leverage visual aspect of the online experience
From St. Xavier University

Compelling photos grab attention and increase engagement.

Discussion three
Integrating social sharing into your web content: Let users share your content with their networks

96% of fans never revisit the fan page
- BrandGlue
250 million+ people engage with Facebook on external websites monthly

Using both Facebook “like” button and Facebook “send” button increases opportunities for sharing

Site offers:
A curated list of social media sites
So many ways to share

Tweet buttons throughout blog copy increase opportunities for sharing

Discussion four
Empowered individuals

“What if readers were able to help newsdesks work out which stories were worth investing precious reporting resources in?”

“What if all those experts who delight in telling us what's wrong with our stories after they've been published could be enlisted into giving us more clues beforehand?”

“What if the process of working out what to investigate actually becomes part of the news itself?”

Newspaper publishing its story list to encourage conversation and input.

Encouraging conversation on Twitter.

Crowdsourcing programming - in what areas can you get better results by ASKING your audience first?

Discussion five
Using data to track and improve the effectiveness of marketing efforts

Data visualization
Today we have:
Access to more data on “what works” than ever before
New tools that make data easier to interpret and act on

Use new analytics from Facebook to see what content encourages engagement (and when to share it).

Discussion six
Culture eats strategy for lunch: Making it OK to take risks and experiment - with the goal of building skills

The Los Angeles County Museum of Art has shaken up its non-curatorial management team, firing several veteran department heads in what director Michael Govan says is not a financial belt-tightening, but a bid to better adapt to technology-driven change while shifting some priorities.

Seven, including:
Editor
Assoc. VP communications & marketing
Head of graphics & design
The staff member, “who had been in charge of LACMA’s website, will have expanded duties as associate vice president of technology and digital media.”

For a very long time, staff in large organizations had very structured jobs.
Today, we’re moving toward cross-functional teams.

UCLA training
Hosted social media training for dept.
Brainstormed a few small and highly integrated projects
Assigned cross-functional teams to implement in a low-risk environment
Raised teams’ level of comfort with tactics/approach

Some areas for development within traditional marketing and communications functions

The Most important social media work is unglamorous

Discussion seven

Timeline
Once you learn the tools, they will change everything.
How will you use Timeline to tell your organization’s story?

Three key takeaways from this presentation
Brandstand
Seek integration & openness
Build culture & skills

Genevieve Haines, President
ghaines@hainesco.com
310.940.8323
@genevievehaines

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7 big trends in social media & communications

by Haines & Co. on Oct 13, 2011

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7 big trends in social media & communications — Presentation Transcript