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Using Social Media to Engage Your Audiences

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    Michael has talked about the impact, both intentional and unintentional, that social media can have on our personal brand and your school’s brand. Now I want to talk about how you can develop a social media strategy to meet your school’s goals and objectives.

    As independent school professionals, you have probably seen lots of different approaches to making use of social media among your peer group. You’ve seen Facebook pages

    You’ve seen Twitter feeds with news headlines and press releases

    You’ve seen efforts that are geared primarily to parents.

    You’ve seen schools using social media to talk about sports scores

    You’ve seen photo galleries of events and functions

    And you’ve almost certainly seen the grass roots efforts created by alumni or parents. Self-organizing and discussing among themselves.

    You may have even seen more organic efforts. Mashups using a bunch of different channels like Blogs, YouTube, Twitter and photo galleries all in one place. NOTE: This is also a ground-up effort by a faculty member

    If anything you have probably realized that social media is a very different world from creating a Web site or other marketing materials. If you have designed web sites, you have probably heard this. “Content Is King” You may have even told your web team the same thing. The popular wisdom is “You won’t have a successful Web site unless you have substantial , desirable content that is updated regularly” Well, I’m here to tell you something completely different. “Conversation is King. Content is just something to talk about.” [Doctorow is an editor at Boing-Boing and teaches at USC about social media.]

    As you probably realize from what Michael has said earlier, just jumping into social media isn’t going to work. I want to show you an example how how two similar universities have completely different social media strategies with very different results.

    Let’s look at an example with two big universities here in the Boston area

    Each of the two universities has several active twitter streams, but I want to take a look at two of the most popular: Suffolk’s OFFICIAL stream at suffolk_u, run by their communications department And BU’s Dean of Students Kenn Elmore Already you can see that they are somewhat different just by the avatar images

    Suffolk_U Sent out 177 tweets in month of September (~5 per day) Got 14 replies/mentions in last 7 days .08 DeanElmore Send out 31 tweets in month of September (~1 per day) Got 45 replies/mentions in the last 7 days 1.45 If you take the ratio of tweets received to tweets sent, a measurement of how ENGAGED the person is with the twitter community you will see that Dean Elmore is 18 times more ENGAGED with its twitter audience than Suffolk University http://almightylink.ksablan.com/2008/11/tribune-23-times-more-engaged-than-times-on-twitter/

    Let’s take a closer look at some tweets from Suffolk - Announcements - Headlines - Occasional shout-outs to the student body

    Dean of Students Kenn Elmore Listening to what is going on on campus Asks questions Opinions on current events, especially those of interest to his constituency Links to outside sides Has a sense of humor Cory Booker is mayor of newark NJ Elmore knows something about politics and African American activists

    We can see that these two similar media outlets have taken very different strategies in making use of this social media resource.

    It’s about engagement It’s recognizing that your audience is willing and able to engage in a conversation with you not only as a person, but as a school and as an organization

    So, if engagement is the goal, How do we make sense of the cacophony of social media technology? Where do we start?

    Before I talk to you about a process for creating a social media strategy. Let me make one point. If you don’t do anything else after this workshop. Even if you decide that social media is NOT appropriate for your school. At least do this! AND MAKE IT A HABIT! LISTEN! There are people out there right now talking about your school, about your organization, about your students and faculty and programs. If you aren’t listening you won’t know

    The important thing to realize is that people are going to talk about your school, your students, your faculty, your brand whether you are listening or not. There are people saying good things about your school.

    And there are people out there who have mistaken impressions about your organization. One of the great things about social media is that you can listen in on all of these comments and conversations. And you need to do this to get an accurate picture of the perception of your brand

    A few of the reasons you should be listening

    At a minimum you should be listening for mentions of your school or your brand.

    There are lots of tools, free and paid out there. I’m not going to go into detail with them now. They are listed in the handout. But, the important thing is that listening becomes part of your regular habit Something that you look at daily, weekly and monthly.

    Alright, now you have set up your social media monitoring program. How do you engage effectively with social media. How do you take advantage of this powerful channel.

    Get get to engagement you have to answer three important questions You should not jump ahead to the technology decision. You should be determining who, what and how before you move into choosing a technology technology

    Let’s start at the beginning with Who do you want to engage?

    Here are some examples of the types of people you might want to reach. How do we segment this?

    You have to know your audience to be able to understand the ways in which they might use or not use your social media efforts. This is making use of tools you probably already know about, both quantitative and qualitative. This is hard work. This takes time and resources. The best tool for embodying your knowledge about your audiences are user personas – models of archetypal users with demographics, psychographics and user goals.

    One of the key things we need to look for in our audience research, is how they are currently engaging in social media. In their book Groundswell, Charlene Li and Josh Bernoff have given us a structure for understanding how your target audiences are apt to use or not use social media. They call this the Social Technographics Ladder

    Know your audience Then determine your objectives

    Let’s assume now that you have understood your audience. Now we need to understand what your objectives are. Here are some examples. Just a subset of all of the things you might want to do online

    Your objectives come from your existing plans and objectives as a business. They are not esoteric new goals brought about by the advent of social media. These objectives should be things you are already familiar with internally. Including

    Here’s a classic example of why you need to be in on social media. You are probably familiar with TechCrunch. It is one of the top two or three blogs on the internet. 3.4M site visitors per month. Over one million followers on twtter. Well, one morning, the editor of TechCrunch, Michael Arrington wakes up and is having problems with his Comcast internet connection. I think we’ve all been there. But Michael Arrington decides he is going to tweet this to his followers. All of a sudden a normal service call to Comcast becomes a potential for crisis and public backlash. Luckily Comcast already had an effective strategy in place. I think many of you are familiar with ComCastCares, the twitter face of Comcast’s customer support. Their strategy is unlike the way most of us approach social media. Comcast is reactive as opposed to proactive. They listen to what people are saying about them, then jump in and engage with the customer. HOW IT ENGAGES: Comcast Cares does not broadcast information. It does not lead the discussion online. Instead, it responds to comments about Comcast online. Comcast launched this strategy in the wake of negative brand events in 2007 including: a blog titled “Comcast must die”, news story about woman smashing cable box, JD Powers customer satisfaction surveys, Net Neutrality Forum at Harvard The upside is that someone from Comcast called Michael Arrington within 20 minutes. The problem was solved and TechCrunch broadcast the solution to their constituency. Look at how they achieve this It has a real name and a real face – Frank Eliason (and even links to personal blogs and family sites) It has multiple ways to get in touch with Comcast and Frank, email, twitter, blogs http://www.penn-olson.com/2009/09/21/5-social-media-disasters/ http://twitter.com/techcrunch/statuses/788349425

    You might ask whether this kind of reactive strategy is appropriate for an independent school. Here is an example, a project we put together for the Buckinham Browne & Nichols School, an independent K-12 school located in Cambridge. They have a tradition, dating back to the 1950s, that each graduating senior creates a painted ceramic tile that gets placed into a wall of the high school building. They had a major problem. These tiles were attached to the walls and they were demolishing a part of the building for renovations and upgrades. They tiles would be destroyed. POTENTIAL PR DISASTER FOR BB&N We came up with a solution for them that included photographing each of the tiles and grouping them by class year in a specially created Flickr account. Flickr allowed them to make the tiles public, share it with their online alumni community. This not only archived the destroyed tiles for generations of students and alumni but made them available for comments and discussions. Their alumni department now sets up a laptop station at many alumni events – it has become a popular node for conversation and reminisces at those events.

    Know your audience Know your objectives THEN decide how to engage

    Here are some examples of ways you might engage Broadcasting is the simplest of the strategies and the least engaging. It is a one way street. Energize your advocates is about giving them the tools to help spread your message. Cooper Mini has taken this strategy by targeting marketing directly at Mini owners, not prospective owners Just watching is a valid strategy. If you objective is to monitor your brand’s perception over time (brand for an organization or personal). You may want to just set up a strategy to monitor a number of different social media outlets and watch what people are saying. Walled garden social communities can be extremely helpful (Communispace, Tapestry Networks or Future Monitor) when you want feedback from a very small tight group with little time (e.g., doctor) . You might pay them for participation. Crowdsourcing is a way to generate idea. Threadless is one example of this.

    Here’s a recent quote by Tony Hsieh, the CEO of Zappos regarding developing a social media strategy. He is saying that your social media strategy has to be as natural to your organization as smiling. You need to build on your existing strengths (personalities, methods of communication that already work) And develop new strengths where you need them (technology expertise, tools)

    This goes back to the BU Dean of Students twitter stream that we were looking at earlier. The BU Dean of Student’s stream is more successful than the Suffolk stream because it is: - More authentic Gives users a reason to connect and respond Has a viewpoint Comments on events/news outside of BU Note that the Dean uses multiple channels to speak to his audiences: Twitter a blog a flickr stream Many of the photos on Flickr show the Dean interacting with students. Demonstrating the relationship visually.

    Here’s an example of a university that has made even more of a commitment to making social interactions personal . Not only it MIT making the commitment to post personal blog entries from students, alumni and admissions staff BUT they are making postings that are extremely personal: about academics, relationships, food, and the experience of going to MIT AND THEY LISTEN TO THE AUDIENCE AND ANSWER SPECIFIC QUESTIONS ABOUT ADMISSIONS PROCEDURE AND DETAILS Also note that MIT has over 30 active blogger the admissions site. *** Look at the number of responses that most of these blog entries have prompted. Numbers that any corporation would die for.

    You may have even seen more organic efforts. Mashups using a bunch of different channels like Blogs, YouTube, Twitter and photo galleries all in one place. Most of us would say this doesn’t play a big part in our communications or development strategy because it is a class project . It’s something that was built organically by a history professor and put together by students. BUT social media makes this effort part of a bigger conversation: with people who have an interest in politics, an interest in education and an interest in Worcester Academy

    What all this means is that you can’t go into this without a good plan. You need to get tactical and very specific about how you are going to execute and how you are going to engage with your constituencies

    Here’s a great example of a specific, tactical engagement strategy. He blogged about his strategy for using Twitter and it is a GREAT EXAMPLE OF HOW TACTICAL YOU NEED TO BE IN EXECUTION Jereimiah Owyang, Forrester Social Media analyst http://www.web-strategist.com/blog/2007/11/29/how-i-use-twitter-and-you/

    Targeted audience Determined objectives Decided on how to engage

    Now we can begin to jump into all of the various technologies and determine which ones make the most sense (or don’t make sense) for our audience, our objectives and our engagement strategy.

    The most important thing with all of these technologies is to dip your toes in. Swim around a little. Try it out. The only way you are going to understand how they work is by trying it out. You can do this on a personal level or on a business level, but remember that whatever you do will be archived and available for ever online.

    Are they using it? How are they using it? Are they talking about you? Are they talking about your product or service space?

    Before I talk to you about a process for creating a social media strategy. Let me make one point. If you don’t do anything else after this workshop. Even if you decide that social media is NOT appropriate for your school. At least do this! AND MAKE IT A HABIT! LISTEN! There are people out there right now talking about your school, about your organization, about your students and faculty and programs. If you aren’t listening you won’t know

    So to conclude You need to answer three important questions before you even get to the point of choosing your social media technology. what and how before you move into choosing a technology technology

    It’s about engagement

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    Using Social Media to Engage Your Audiences - Presentation Transcript

    1. Using Social Media to Engage Your Audiences
    2. Agenda
      • Quick introduction to Corey McPherson Nash
      • What is social media?
      • Why should we care?
        • Personally
        • Professionally
      • How do we use it?
      • What it means for schools
    3. Agenda
      • Rules of today:
      • We believe in walking the walk
        • Live Tweeting #coreyaisne
        • Continue the conversation
        • http://www.corey.com/whatisthoughtful
        • http://www.slideshare.com
    4. Corey McPherson Nash
      • Corey McPherson Nash
      • THOUGHTFUL BRANDING AND DESIGN
      • Create distinctive, compelling brands and experiences
        • Our goal is to evolve, enhance and protect our clients’ brands
        • Our approach to social media is strategic
    6. What is a brand?
      • “ Your brand is what people say about you when you leave the room.”
      • – Jeff Bezos, founder and CEO, Amazon
    8. Brand Strategy RELEVANT SUSTAINABLE DIFFERENTIATED
    9. Brand Strategy Strategic Plan • Growth Objectives • Target Markets • Market Landscape • Competitive Landscape Brand Strategy • Brand Perception • Brand Architecture • Brand Position • Messaging Strategy Execution
      • Overall Look & Feel • Community Outreach • Social Media • Public Relations • Online/Off-line Communication Pieces
    10. What is social media?
    11. What is Social Media?
      • Social media are primarily Internet-based tools for sharing and discussing information among human beings. This interaction, and the manner in which information is presented, depends on the varied perspectives and “building” shared meaning among communities, as people share their stories and experiences. - Wikipedia
      shared meaning among communities, as people share their stories and experiences. Creating a shared meaning is about creating a distinct, compelling and meaningful BRAND
    12. What is Social Media?
      • Social media are media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. – Wikipedia (as of October 14, 2009)
    13. What is Social Media?
      • What it is:
      • Transparent
      • Easy to use
      • Engaging, reciprocal
      • Blog, Flickr, Facebook, Twitter, YouTube, Wiki
      • What it is not :
      • Filtered, edited
      • Difficult to use
      • Broadcast, one-way street
      • Email, IM, podcast, RSS, Web site
      • Social media interrupts:
        • Isolation
        • Control
        • Hierarchy
        • Jascha Franklin-Hodge, Chief Technology Officer & Founding Partner, Blue State Digital
    15. What is Social Media
      • Telling Statistics
      • Twitter's site traffic grew 800% from March 2008 – March 2009
          • 14 million unique visitors in March; 8 million in February 2009
      • Facebook has 68,557,534 January 2009; 200 million worldwide (up 116 percent)
      • MySpace is at 58,555,800 unique visitors; 126 million worldwide.
      • 9 million blogs
        • 40,000 new ones/day
      • http://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising and http://news.cnet.com/8301-17939_109-10160850-2.html
      IT’S OVER.
    16. Why should we care?
    17. Personally
    18. Why In the World Would I Do This?
      • “ It was so far from sharing what you had for breakfast – yet it only works because it’s the same place where people talk about breakfast.”
        • Evan Williams, Twitter Chief Executive referring to people using Twitter during the gasoline shortage in Atlanta last fall
        • “ Putting Twitter’s World to Use,” New York Times, April 14, 2009
    19. Why In the World Would I Do This?
      • Since the 1960s, there is a decline of “social capital”: connections among individuals – social networks and the norms of reciprocity and trustworthiness that arise from them.
      • Bowling Alone by Robert Putnam
      • http://www.bowlingalone.com/
    20. Why In the World Would I Do This?
    21. Why In the World Would I Do This?
      • “ As among primates, those humans who are best able to manipulate social networks to their advantage thrive, and that ability may be genetically encoded.”
      • From a review by Scott Stossel of
      • CONNECTED: The Surprising Power of Our Social Networks and How They Shape Our Lives
      • by Nicholas A. Christakis and James H. Fowler
      • New York Times Book Review , October 1, 2009
    22. Why In the World Would I Do This?
      • Social networks provide individuals:
        • Anticipated reciprocity (I post, you respond)
        • Increased recognition (I blog, you comment)
        • Sense of efficacy (Wikipedia)
      • Peter Kollack , The Economies of Online Cooperation: Gifts and Public Goods in Cyberspace (1998)
    23. Why In the World Would I Do This?
    24. Why In the World Would I Do This?
    25. Why In the World Would I Do This?
    26. Why In the World Would I Do This?
    27. Why In the World Would I Do This?
      • 3. Have more “friends”
        • Dunbar Number = 150
          • According to British anthropologist Robin Dunbar, there is an upper limit on the number of people with whom we can maintain a stable inter-personal relationship.
          • “ Brave New World of Digital Intimacy,” The New York Times, September 7, 2008
      X 3
    28. Why In the World Would I Do This?
      • 3. Have more “friends”
        • “ Are people who use Facebook and Twitter increasing their Dunbar number, because they can so easily keep track of so many more people?”
          • “ Brave New World of Digital Intimacy,” The New York Times, September 7, 2008
      X ?
    29. Why In the World Would I Do This?
      • 3. Have more “friends”
        • According to one researcher, constant contact online had made close ties “immeasurably richer,” but had not increased the number of close friends and family. “But where their sociality had truly exploded was in their ‘weak ties’ – loose acquaintances, people they knew less well.”
          • “ Brave New World of Digital Intimacy,” The New York Times, September 7, 2008
    30. Why In the World Would I Do This?
      • 4. Get answers ; good referrals
        • In social media, it is often the weak links that have the most value.
          • “ Brave New World of Digital Intimacy”, The New York Times , September 9, 2008
    31. Why In the World Would I Do This?
      • 4. Get answers ; good referrals
      “ Social Media: The Next Great Gateway for Content Discovery?,” Jon Gibs, VP Media Analytics , Nielson Research, October 5, 2009 http://blog.nielsen.com/nielsenwire/online_mobile/social-media-the-next-great-gateway-for-content-discovery/
      • “ Socializers trust what their friends have to say and social media acts as an information filtration tool. This is key because Socializers gravitate towards and believe what is shared with friends and family. If your friend creates or links to the content, then you are more likely to believe it and like it.”
    32. Why In the World Would I Do This?
      • 4. Get answers ; good referrals
      “ Social Media: The Next Great Gateway for Content Discovery?,” Jon Gibs, VP Media Analytics , Nielson Research, October 5, 2009 http://blog.nielsen.com/nielsenwire/online_mobile/social-media-the-next-great-gateway-for-content-discovery/
    33. Why In the World Would I Do This?
      • 4. Get answers ; good referrals
      “ I outsource my entire life,” she said. “I can solve any problem on Twitter in six minutes.” Laura Fitton, a social-media consultant with more than 39,000 followers on Twitter.
          • “ Brave New World of Digital Intimacy”, The New York Times , September 9, 2008
    34. Why In the World Would I Do This?
      • 4. Get answers ; good referrals
      “ Twitter reverses the notion of the group,” said Paul Saffo, the Silicon Valley futurist. “Instead of creating the group you want, you send it and the group self-assembles.” http://www.nytimes.com/2009/04/14/technology/internet/14twitter.html
    35. Why In the World Would I Do This?
      • 1. Ambient awareness of others
      • 2. A way to feel “less alone”
      • 3. Have more “friends”
      • 4. Get answers; good referrals
    36. Professionally
      • Our clients are not saying,
      • “ Make us ads” or “Make us Web sites”
      • They’re saying,
      • “ Create interaction between our brand and our customers.”
      • That’s our job now.
      • Executive Creative Director of the Nike account at R/GA “Multiscreen Mad Men” New York Times 11.23.08
      • http://www.nytimes.com/2008/11/23/magazine/23roundtable-t.html?scp=3&sq=multimedia%20mad%20men&st=cse
      Why Should We Care?
      • Corey’s Top Six Rules of Social Media:
      • Be authentic.
      • Fortify. Strengthen your current audience and engage new ones.
      • Connect. Publish content that invites your audience to participate. ( Don’t sell, sell, sell.)
      • Be remarkable. Give your audience things to remark on.
      • Get outside (your site). Participate in other discussions, not just your own.
      • Embrace organic planning. Establish a plan, but be ready to adjust.
      • Case Study
      • Obama: The Brand
      Why Should We Care?
      • Messaging Strategy:
      • Platform:
      • Change We Can Believe In
      • Signified: Hope
      • Tone: Positive, inclusive
    41.  
    42.  
      • Social Media Approach
      • 2008 Presidential Campaign Social Media Stats:
      2,379,102 supporters 620,359 supporters 1,792 videos uploaded since 11.06 114,559 subscribers 329 videos uploaded since 2.07 28,419 subscribers 112,474 followers 4,603 followers
      • Yes We Can - Barack Obama Music Video
      • 14,379,890 views, 404 blog posts
      • 2. Wassup 2008
      • 5,300,606 views, 665 blog posts
      Most impactful videos of the campaign:
      • 3. I Got a Crush...On Obama By Obama Girl
      • 12,278,288 views, 259 blog posts
      • 4. Barack Roll
      • 2,858,259 views, 263 blog posts
      • 5. American Stories, American Solutions: 30 Minute Special
      • 1,932,787 views, 547 blog posts
      • Morningside Analytics http://tinyurl.com/66ojww
      • Of the top 5 influential videos:
      • 3 were professionally produced
      • 2 were moving
      • 2 were funny
      • 1 was officially from the campaign
      • All were remarkable.
      • Corey’s Top Six Rules of Social Media:
      • Be authentic.
      • Fortify. Strengthen your current audience and engage new ones.
      • Connect. Publish content that invites your audience to participate. ( Don’t sell, sell, sell.)
      • Be remarkable. Give your audience things to remark on.
      • Get outside (your site). Participate in other discussions, not just your own.
      • Embrace organic planning. Establish a plan, but be ready to adjust.
    48.  
    49.  
      • “ Your brand is what people say about you when you leave the room.”
      • – Jeff Bezos, founder and CEO, Amazon
    51. How do we use it?
    52.  
    53.  
    54.  
    55.  
    56.  
    57.  
    58.  
      • Content Is King
      Conversation Content is just something to talk about. - Corey Doctrow http://www.boingboing.net/2006/10/10/disney-exec-piracy-i.html
      • Social Media Strategy Matters
    61.  
    62.  
    63. Tweets sent vs. received Month of September 2009 @DeanElmore 1936 followers @Suffolk_U 1329 followers
    64.  
    65.  
      • Great content
      • Has a face
      • Listens to campus buzz
      • Expresses an opinion
      • Queries his audience
      • Comments on outside sites
      • Announcements and headlines
      • On-campus focus
      • Occasional shout-outs
      @DeanElmore 1936 followers @Suffolk_U 1329 followers
      • Engagement
    68. Getting to Engagement
    69.  
    70.  
    71.  
    72. Social Media Monitoring
      • Why should you listen?
      • Brand perception
        • What are people saying about you?
      • Respond to questions or misperceptions
        • Insert yourself into conversations about your organization
      • Crisis management
        • When something happens you want to be ready to respond.
    73. Social Media Monitoring
      • What should you listen for?
      • Your brand
        • Who is talking about you?
        • What are they saying?
      • Your peers and competitors
        • Are there best practices we can learn from?
      • Your category
        • What are people saying about your area of focus?
        • E.g., “New Hampshire prep schools”, “sixth grade art programs”
    74. Social Media Monitoring
      • How do you listen?
      • Free tools
        • Google Alerts
        • Twitter Search
        • TweetScan
        • SocialOomph
      • Paid Tools
        • SM2 from Techrigy
        • HubSpot
        • Radian 6
      • Ok, I’m listening.
      • Now what?
    76. Getting to Engagement
      • WHO do you want to reach
        • - Who are they listening to?
      • WHAT are your goals?
        • - How do you want to shift the discussion?
      • HOW will you engage in relationships?
        • - What are your messages? How will you nurture them?
      • LAUNCH your social media strategy
        • - Select your channels
        • - Identity your resources.
      • 1. WHO do you want to reach?
    78. Getting to Engagement: WHO
      • Sample Audiences
        • Prospective students & families
        • Alumni
        • Prospective faculty and staff
        • College admissions officers
        • Peer institutions
        • The media and bloggers
    79. Getting to Engagement: WHO
      • Know your audience
        • Market research
        • Interviews
        • Monitoring online discussions
        • Audience personas
    80. Getting to Engagement: WHO 21% 37% 19% 35% 69% 25%
      • 2. WHAT are your goals?
    82. Planning Your Strategy: WHAT
      • Sample Goals
        • Brand perception
          • Monitor your school’s brand online
          • Differentiate your program
        • Attract and nurture communities
          • Increase number and quality of applicants
          • Engage your alumni community
        • Recruit
          • Attract top faculty and college recruiters
    83. Planning Your Strategy: WHAT
      • Your social media goals should align with your business objectives:
        • Strategic plan
        • Branding goals
        • Marketing plans
    84. Example: Shift Brand Perception http://twitter.com/comcastcares
    85. Example: BB&N Senior Tiles
      • 3. HOW will you engage in relationships?
    87. Planning Your Strategy: HOW
      • Sample Strategies
        • Query your audience
        • Energize your advocates
        • Facilitate discussions
        • Build communities
        • Crowdsource ideas
        • Just watch
    88. Planning Your Strategy: HOW
      • Make sure your engagement strategy will work for you.
        • It has to be comfortable.
        • It has to match your culture & personality.
        • It has to fit with your available resources.
        • It has to be part of your work flow.
    89.  
      • Corey’s Top Six Rules of Social Media:
      • Be authentic.
      • Fortify. Strengthen your current audience and engage new ones.
      • Connect. Publish content that invites your audience to participate. ( Don’t sell, sell, sell.)
      • Be remarkable. Give your audience things to remark on.
      • Get outside (your site). Participate in other discussions, not just your own.
      • Embrace organic planning. Establish a plan, but be ready to adjust.
      • Example:
      • Boston University’s Dean of Students
      • Authentic
      • Builds Connections
    92. Example: Authenticity
      • Example:
      • MIT Undergraduate Admissions Blogs
      • Gives Reasons to Participate
    94. Example: Connection and Participation http://www.mitadmissions.edu
      • Example:
      • Worcester Academy and the Inauguration
      • Be Remarkable
      • Get Outside
    96. Example: Get Outside Your Site and Be Remarkable
    97. Planning Your Strategy: HOW
      • Begin with a strategy
      • Be specific about your execution
      • Plan – and adjust if necessary
    98. Example: Social Media Execution
      • How @jowyang uses Twitter
        • As a shared feed reader
        • As a chat room
        • To capture events
        • Listening tool
      • How @jowyang doesn’t use Twitter
        • Personal minutia
        • Excessive personal discussion
      • 4. LAUNCH your social media strategy
    100. Planning Your Strategy: Launch
    101. The Channel
      • Dip your toes in. Get a feel for how the various channels and their communities work.
      • But focus your resources. Don’t bite off more than you can chew.
    102. Planning Your Strategy: LAUNCH
      • Evaluate the channels:
        • Are your target constituencies using it?
        • How are they using it?
        • Will the technology support the ways in which you want to engage?
        • Is it an open platform?
      • Summing Up
    104.  
    105. Corey’s Social Media Process
      • WHO do you want to reach?
        • - Who are they listening to?
      • WHAT are your goals?
        • - How do you want to shift the discussion?
      • HOW will you engage in relationships?
        • - What are your messages? How will you nurture them?
      • LAUNCH your social media strategy
        • - Select your channels
        • - Identify your resources.
      • Thank you!
      • http://www.corey.com
      • http://twitter.com/cmntweets
      • http://www.facebook.com/coreymcphersonnash
      • http://www.flickr.com/photos/26011447@N03/

    + Corey McPherson NashCorey McPherson Nash, 1 month ago

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