SOCIAL MEDIA TEEN SEX is like <ul><li>Everyone wants to do it </li></ul><ul><li>No one actually knows how </li></ul><ul><l...
Sex/Social Media Ed: <ul><li>What are you getting into? </li></ul><ul><li>Why are you getting into it? </li></ul><ul><li>H...
1. What are you getting into?
Social media is: <ul><li>Online content that allows users to quickly and easily interact by: </li></ul><ul><ul><li>respond...
 
<ul><ul><li>58 per cent of American newspapers allowed for user-generated photos on their website in 2008. </li></ul></ul>...
Social media is really about… <ul><li>Internet as information  Internet as communication </li></ul><ul><li>The blurring of...
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 <ul><li>49 per cent of Canadian Internet users make use of some sort of social media daily; that ...
2. Why are you getting into it?
<ul><li>Connections </li></ul><ul><ul><li>Pull more value out of your relationship with target audiences by connecting mor...
<ul><li>Empowerment </li></ul><ul><ul><li>Provide your audience with the tools to market  for  you within their social net...
<ul><li>Community </li></ul><ul><ul><li>Build a connected audience engaging with or around your brand/organization on a re...
<ul><li>Personality </li></ul><ul><ul><li>Provide a complimentary voice to your traditional institutional communications a...
<ul><li>Listening </li></ul><ul><ul><li>Determine what your target audiences are saying about you and (potentially) respon...
Dalhousie’s social media goals <ul><li>Grow and maintain a positive reputation  for Dalhousie through our engagement in th...
Dalhousie’s social media values <ul><li>Integration:  Social media must be integrated with our broader communications and ...
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 <ul><li>Start the conversation </li></ul><ul><li>Join the conversation </li></ul><ul><li>Understand the conversat...
Planning <ul><li>The scientific method </li></ul><ul><ul><li>Define your question </li></ul></ul><ul><ul><li>Observe </li>...
Policy Proactive Reactive
Measurement <ul><li>Community metrics </li></ul><ul><ul><li>Blog hits/comments </li></ul></ul><ul><ul><li>Video downloads/...
Case study: Dalnews
The model <ul><li>Understand the conversation </li></ul><ul><ul><li>Monitoring of comments/discussion </li></ul></ul><ul><...
Results (past three months) <ul><li>Social features </li></ul><ul><ul><li>418 comments on 109 stories – 3.8 comments/story...
Action
Reaction
Pre-action
A few final thoughts… <ul><li>Start small, stay integrated </li></ul><ul><li>Leading by example </li></ul><ul><li>Content ...
Ryan McNutt [email_address] @ryanmcnutt mcnutt.wordpress.com facebook.com/ryanmcnutt Linkedin.com/in/ryanmcnutt Dalhousie ...
Thank you for attending! Our next event will be a dine-around in April. Please see our website for upcoming events.  http:...
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IABC Maritime Canada - Flirting with Facebook

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Presentation by Ryan McNutt, Dalhousie University, for IABC Maritime Canada Chapter. March 31, 2010.

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IABC Maritime Canada - Flirting with Facebook

  1. 2. SOCIAL MEDIA TEEN SEX is like <ul><li>Everyone wants to do it </li></ul><ul><li>No one actually knows how </li></ul><ul><li>When finally done, there is surprise it’s not better </li></ul>- Avinash Kaushik, Analytics evangelist, Google
  2. 3. Sex/Social Media Ed: <ul><li>What are you getting into? </li></ul><ul><li>Why are you getting into it? </li></ul><ul><li>How do you get into it? (without making too many mistakes along the way) </li></ul>
  3. 4. 1. What are you getting into?
  4. 5. Social media is: <ul><li>Online content that allows users to quickly and easily interact by: </li></ul><ul><ul><li>responding to it </li></ul></ul><ul><ul><li>contributing to it </li></ul></ul><ul><ul><li>sharing it with others </li></ul></ul><ul><ul><li>customizing its format/delivery </li></ul></ul>
  5. 7. <ul><ul><li>58 per cent of American newspapers allowed for user-generated photos on their website in 2008. </li></ul></ul><ul><ul><li>75 per cent allowed user comments in 2008; up from only 33 per cent a year earlier. </li></ul></ul><ul><ul><li>In Atlantic Canada, there was an 82 per cent increase in the use of comment features on major news outlet websites in 2009. </li></ul></ul><ul><ul><li>Chronicle Herald featuring Twitter updates on its election website and, with CBC, inviting Twitter and YouTube questions for their debate. </li></ul></ul>Consider this: Source: Bivings Group, Dec 2008 Source: Mediabadger, Jan 2010
  6. 8. Social media is really about… <ul><li>Internet as information Internet as communication </li></ul><ul><li>The blurring of the line between broadcast and conversation </li></ul><ul><li>The digitizing of the social web </li></ul><ul><li>The rise of a new generation of “digital natives” </li></ul>
  7. 9. Know your audience
  8. 10. Your audience is hands-on.
  9. 11. Your audience wants MY media, not mass media.
  10. 12. Your audience is less patient.
  11. 13. Your audience trusts each other (likely more than they trust you).
  12. 14. Your audience isn’t faceless anymore.
  13. 15. Your audience wants in.
  14. 16. Source: Forrester Research
  15. 17. Technographic profile of Canadians - 2008 Source: Forrester Research, Q3 2008
  16. 18. Technographic profile of Canadians - 2009 Source: Forrester Research, Q3 2009
  17. 19. Among younger users… Online Canadians 18-24 Online Canadians 25-34 Source: Forrester Research, Q3 2009
  18. 20. The Canadian big picture <ul><li>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. </li></ul><ul><li>Why they use it: </li></ul><ul><ul><li>61 per cent: research potential purchases </li></ul></ul><ul><ul><li>63 per cent: keep up to date on news and information </li></ul></ul><ul><ul><li>40 per cent: communicate with organizations </li></ul></ul><ul><li>56 per cent of online Canadians now have a profile on a social network; 85 per cent of those are on Facebook. </li></ul><ul><li>Social media use in Nova Scotia increased 32 per cent in 2009. Leading sites: Facebook, LinkedIn, Twitter, YouTube </li></ul>Source: CNW/Leger Marketing, Apr 2009 Source: Ipsos-Reid, Jun 2009 Source: Mediabadger, Jan 2010 Source: CNW/Leger Marketing, Ap 2009
  19. 21. 2. Why are you getting into it?
  20. 22. <ul><li>Connections </li></ul><ul><ul><li>Pull more value out of your relationship with target audiences by connecting more frequently in a familiar space. </li></ul></ul>
  21. 23. <ul><li>Empowerment </li></ul><ul><ul><li>Provide your audience with the tools to market for you within their social networks. </li></ul></ul>
  22. 24. <ul><li>Community </li></ul><ul><ul><li>Build a connected audience engaging with or around your brand/organization on a regular basis. </li></ul></ul>
  23. 25. <ul><li>Personality </li></ul><ul><ul><li>Provide a complimentary voice to your traditional institutional communications and leverage thought leadership. </li></ul></ul>
  24. 26. <ul><li>Listening </li></ul><ul><ul><li>Determine what your target audiences are saying about you and (potentially) responding. </li></ul></ul>
  25. 27. Dalhousie’s social media goals <ul><li>Grow and maintain a positive reputation for Dalhousie through our engagement in the most popular social media destinations. </li></ul><ul><li>Strengthen our relationship with target audiences by providing opportunities for genuine two-way communication and interaction online. </li></ul><ul><li>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. </li></ul>
  26. 28. Dalhousie’s social media values <ul><li>Integration: Social media must be integrated with our broader communications and marketing strategies and tactics in support of the strategic objectives of the university. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
  27. 29. 3. How do you get into it? (without making too many mistakes along the way)
  28. 30. Management The doughnut The solar system The tower
  29. 31. Voice The team The spokesperson The crowd The brand
  30. 32. Resources Time Youthful nerd Cash
  31. 33. Strategy <ul><li>Start the conversation </li></ul><ul><li>Join the conversation </li></ul><ul><li>Understand the conversation </li></ul>
  32. 34. Planning <ul><li>The scientific method </li></ul><ul><ul><li>Define your question </li></ul></ul><ul><ul><li>Observe </li></ul></ul><ul><ul><li>Investigate </li></ul></ul><ul><ul><li>Hypothesize </li></ul></ul><ul><ul><li>Experiment </li></ul></ul><ul><ul><li>Analyze </li></ul></ul><ul><ul><li>Re-test! </li></ul></ul>
  33. 35. Policy Proactive Reactive
  34. 36. Measurement <ul><li>Community metrics </li></ul><ul><ul><li>Blog hits/comments </li></ul></ul><ul><ul><li>Video downloads/shares </li></ul></ul><ul><ul><li>Social networking members/comments/discussion </li></ul></ul><ul><li>Other metrics </li></ul><ul><ul><li>Surveys </li></ul></ul><ul><ul><li>Awareness studies </li></ul></ul><ul><ul><li>Clickthroughs to key websites/destinations (Google Analytics = your best friend) </li></ul></ul>“No fate but what we make”
  35. 37. Case study: Dalnews
  36. 38. The model <ul><li>Understand the conversation </li></ul><ul><ul><li>Monitoring of comments/discussion </li></ul></ul><ul><ul><li>Google analytics to track connections to external websites (Facebook, Twitter) </li></ul></ul><ul><li>Join the conversation </li></ul><ul><ul><li>Leverage Dalnews content on university Facebook Page </li></ul></ul><ul><ul><li>Unique “Dalnews” Twitter account for university news </li></ul></ul><ul><li>Start the conversation </li></ul><ul><ul><li>Moderated comments on (almost) every story </li></ul></ul><ul><ul><li>Weekly discussion topic </li></ul></ul><ul><ul><li>Weekly polls </li></ul></ul><ul><ul><li>Sharing links for Facebook /Digg / StumbleUpon / delicious on all stories </li></ul></ul>
  37. 39. Results (past three months) <ul><li>Social features </li></ul><ul><ul><li>418 comments on 109 stories – 3.8 comments/story </li></ul></ul><ul><ul><li>199 comments on 9 discussions – 22.1 comments/discussion </li></ul></ul><ul><ul><li>3460 poll votes on 13 polls – 260 votes/poll </li></ul></ul><ul><li>Social destinations </li></ul><ul><ul><li>University Facebook Page – 872 visits to Dalnews; 10 th most popular source </li></ul></ul><ul><ul><ul><li>Other Facebook links – 1,429 visits, ranking 9th </li></ul></ul></ul><ul><ul><li>578 Twitter followers – 379 visits to Dalnews, 16 th most popular source </li></ul></ul><ul><ul><ul><li>Other Twitter links – only 62 </li></ul></ul></ul><ul><li>Overall site analytics </li></ul><ul><ul><li>Dramatic rise on social relaunch in mid-2008 – 123% increase in unique visitors, 106% increase in page views </li></ul></ul><ul><ul><li>Consistently the third or fourth most popular website for Dalhousie </li></ul></ul><ul><ul><li>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) </li></ul></ul>
  38. 40. Action
  39. 41. Reaction
  40. 42. Pre-action
  41. 43. A few final thoughts… <ul><li>Start small, stay integrated </li></ul><ul><li>Leading by example </li></ul><ul><li>Content > delivery </li></ul><ul><li>Dealing with the promiscuous and the abstinent </li></ul>
  42. 44. 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?
  43. 45. 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 /

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