IABC Maritime Canada - Flirting with Facebook

SOCIAL MEDIA TEEN SEX is like
Everyone wants to do it
No one actually knows how
When finally done, there is surprise it’s not better
- Avinash Kaushik, Analytics evangelist, Google

Sex/Social Media Ed:
What are you getting into?
Why are you getting into it?
How do you get into it? (without making too many mistakes along the way)

1. What are you getting into?

Social media is:
Online content that allows users to quickly and easily interact by:
responding to it
contributing to it
sharing it with others
customizing its format/delivery

58 per cent of American newspapers allowed for user-generated photos on their website in 2008.
75 per cent allowed user comments in 2008; up from only 33 per cent a year earlier.
In Atlantic Canada, there was an 82 per cent increase in the use of comment features on major news outlet websites in 2009.
Chronicle Herald featuring Twitter updates on its election website and, with CBC, inviting Twitter and YouTube questions for their debate.
Consider this: Source: Bivings Group, Dec 2008 Source: Mediabadger, Jan 2010

Social media is really about…
Internet as information Internet as communication
The blurring of the line between broadcast and conversation
The digitizing of the social web
The rise of a new generation of “digital natives”

Know your audience

Your audience is hands-on.

Your audience wants MY media, not mass media.

Your audience is less patient.

Your audience trusts each other (likely more than they trust you).

Your audience isn’t faceless anymore.

Your audience wants in.

Source: Forrester Research

Technographic profile of Canadians - 2008 Source: Forrester Research, Q3 2008

Technographic profile of Canadians - 2009 Source: Forrester Research, Q3 2009

Among younger users… Online Canadians 18-24 Online Canadians 25-34 Source: Forrester Research, Q3 2009

The Canadian big picture
49 per cent of Canadian Internet users make use of some sort of social media daily; that number has grown 48 per cent year-over-year.
Why they use it:
61 per cent: research potential purchases
63 per cent: keep up to date on news and information
40 per cent: communicate with organizations
56 per cent of online Canadians now have a profile on a social network; 85 per cent of those are on Facebook.
Social media use in Nova Scotia increased 32 per cent in 2009. Leading sites: Facebook, LinkedIn, Twitter, YouTube
Source: CNW/Leger Marketing, Apr 2009 Source: Ipsos-Reid, Jun 2009 Source: Mediabadger, Jan 2010 Source: CNW/Leger Marketing, Ap 2009

2. Why are you getting into it?

Connections
Pull more value out of your relationship with target audiences by connecting more frequently in a familiar space.

Empowerment
Provide your audience with the tools to market for you within their social networks.

Community
Build a connected audience engaging with or around your brand/organization on a regular basis.

Personality
Provide a complimentary voice to your traditional institutional communications and leverage thought leadership.

Listening
Determine what your target audiences are saying about you and (potentially) responding.

Dalhousie’s social media goals
Grow and maintain a positive reputation for Dalhousie through our engagement in the most popular social media destinations.
Strengthen our relationship with target audiences by providing opportunities for genuine two-way communication and interaction online.
Ensure that our news and information is accessible across the changing media landscape, keeping up with our audience’s needs and wants in a multi-platform web environment.

Dalhousie’s social media values
Integration: Social media must be integrated with our broader communications and marketing strategies and tactics in support of the strategic objectives of the university.
Engagement: Allowing our audiences to participate in our communications – by responding, customizing or contributing to them – enables a closer, more productive relationship with the university and provides us feedback to improve our communications and operations.
Conversation: Endorsing public conversation allows our audiences learn from each other’s contributions, feel more connected to a community and gain trust and confidence in the university.

3. How do you get into it? (without making too many mistakes along the way)

Management The doughnut The solar system The tower

Voice The team The spokesperson The crowd The brand

Resources Time Youthful nerd Cash

Strategy
Start the conversation
Join the conversation
Understand the conversation

Planning
The scientific method
Define your question
Observe
Investigate
Hypothesize
Experiment
Analyze
Re-test!

Policy Proactive Reactive

Measurement
Community metrics
Blog hits/comments
Video downloads/shares
Social networking members/comments/discussion
Other metrics
Surveys
Awareness studies
Clickthroughs to key websites/destinations (Google Analytics = your best friend)
“No fate but what we make”

Case study: Dalnews

The model
Understand the conversation
Monitoring of comments/discussion
Google analytics to track connections to external websites (Facebook, Twitter)
Join the conversation
Leverage Dalnews content on university Facebook Page
Unique “Dalnews” Twitter account for university news
Start the conversation
Moderated comments on (almost) every story
Weekly discussion topic
Weekly polls
Sharing links for Facebook /Digg / StumbleUpon / delicious on all stories

Results (past three months)
Social features
418 comments on 109 stories – 3.8 comments/story
199 comments on 9 discussions – 22.1 comments/discussion
3460 poll votes on 13 polls – 260 votes/poll
Social destinations
University Facebook Page – 872 visits to Dalnews; 10 th most popular source
Other Facebook links – 1,429 visits, ranking 9th
578 Twitter followers – 379 visits to Dalnews, 16 th most popular source
Other Twitter links – only 62
Overall site analytics
Dramatic rise on social relaunch in mid-2008 – 123% increase in unique visitors, 106% increase in page views
Consistently the third or fourth most popular website for Dalhousie
Half of our traffic still comes from three “push” platforms: listing of stories on the e-mail portal and two push e-mails (weekly e-mail, Notice Digest)

Action

Reaction

Pre-action

A few final thoughts…
Start small, stay integrated
Leading by example
Content > delivery
Dealing with the promiscuous and the abstinent

Ryan McNutt [email_address] @ryanmcnutt mcnutt.wordpress.com facebook.com/ryanmcnutt Linkedin.com/in/ryanmcnutt Dalhousie University facebook.com/DalhousieUniversity @dalnews dalnews.dal.ca Youtube.com/DalhousieU Connect: QUESTIONS?

Thank you for attending! Our next event will be a dine-around in April. Please see our website for upcoming events. http:// www.maritime.iabc.com /

IABC Maritime Canada - Flirting with Facebook

by McNutt on Mar 30, 2010

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IABC Maritime Canada - Flirting with Facebook — Presentation Transcript