Surviving Social Media

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Social Media presentation for March 2011 presentation at the AACN NAP Conference in Chicago

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Surviving Social Media

  1. 1. Surviving Social Media<br />How to put social media’s powerful tools to work for you<br />
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  4. 4. Social Media Landscape<br />
  5. 5. 9 out of 10 U.S. Internet users visits a social networking site at least once a month<br />Social networking sites accounted for 12% of all time spent online<br />3 out of every 10 U.S. Internet sessions included a visit to Facebook<br />Source: comScore 2010 U.S. Digital Year in Review<br />Social Media Usage<br />
  6. 6. Translation …<br />The people you are trying to reach<br /> – prospective students, alums, donors, media, and pretty much everyone else – are using social media.<br />You should be, too.<br />
  7. 7. 8 Helpful Social Media Tips<br />Focus on what you can manage<br />Be consistent<br />Be friendly<br />Be careful<br />Be innovative<br />Borrow smartly<br />Measure and adjust<br />Play! Try stuff! Have fun!<br />
  8. 8. Focus on whatyou can manage<br />
  9. 9. You don’t need<br />and<br />and<br />and …<br />and<br />You only need what you can do well<br />
  10. 10. Start small – a blog? a Facebook page?<br />Grow strategically<br />Plan content<br />Learn from mistakes<br />Be flexible – things change quickly<br /> Social Media is notfree …<br /> It takes time and effort to do well<br />
  11. 11. Be consistent<br />
  12. 12. You must …<br />Maintain a steady presence<br />Build trust among your followers<br />Give your followers something of value<br />Or else your followers will stop following<br />
  13. 13. @UrbanFlatsNash<br />
  14. 14. Be friendly<br />
  15. 15. Be friendly<br />Most social media users are courteous<br />Some social media sites have their own etiquette – learn it and follow it<br />You are representing your brand<br />Social media is forever<br />If you make people mad, they will gang up on you and you will have a bad day …<br />
  16. 16. What not to do: Nestle<br />
  17. 17. Be Careful<br />
  18. 18. Menus at Denny's encourage fans of the restaurant to "Join the Conversation" and point people to Twitter.com/dennys …<br />Denny’s Use of Twitter<br />
  19. 19. … the account of a boy in Taiwan<br />
  20. 20. Be careful<br />Avoid typos – it’s not OK<br />If you make a mistake, don’t try to hide it … acknowledge it and move on<br />Avoid controversy whenever possible<br />
  21. 21. Kenneth Cole Fashion Nightmare<br />
  22. 22. Be innovative<br />
  23. 23.
  24. 24. Using Facebook, Twitter, YouTube and others<br />More than 180 videos filmed over 3 days<br />In three days, the campaign reached more than 20 million views; in a week, it topped 40 million<br />Sales increased 107% over previous month<br />Old Spice campaign<br />
  25. 25. Imitation(Almost as good as innovation!)<br />
  26. 26. BYU’s “New Spice” parody<br />
  27. 27. Innovation and Imitation<br />
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  30. 30. Measure what you can<br />
  31. 31. Account management tools<br />
  32. 32. Measurement tools<br />
  33. 33. Facebook posts fare best first thing in the morning or at the end of the day<br />Automatic re-Tweeting of news releases doesn’t move the needle<br />Re-Tweets and mentions of key influencers on Twitter yields more followers<br />What we’ve learned …<br />
  34. 34. Have fun<br />
  35. 35.
  36. 36.
  37. 37.
  38. 38. Created by LA-based comedian Josh Simpson<br />Followed key influencers<br />Got people’s attention with humor<br />Created awareness of events in the Gulf<br />Built a loyal following, spread virally<br />Turned following into something positive …<br />@BPGlobalPR<br />
  39. 39. Raised $20,000 via sale of t-shirts<br />Donated proceedsto the Gulf Restoration Network<br />www.healthygulf.org<br />
  40. 40. A comprehensive campaign<br />http://www.mstonerblog.com/<br />
  41. 41. Multi-channel social media campaign launched in March 2009 by Oregon State University<br />“You are Powered by Orange – the students, alumni, faculty and friends of Oregon State University – making a positive difference in Oregon and beyond.”<br />-www.poweredbyorange.com<br />What is ‘Powered by Orange’?<br />
  42. 42. Components include …<br />PBO website<br />PBO blog<br />Google Map<br />LinkedIn group<br />YouTube channel<br />Facebook page<br />Flickr page<br />Twitter account<br />
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  44. 44. Do homework<br />Create network of channels<br />Give people easy ways to participate, share<br />Let campaign develop over time<br />“Launch and Learn” strategy<br />Key components<br />http://www.mstonerblog.com/<br />
  45. 45. Questions?<br />http://www.slideshare.net/dalexander828/surviving-social-media<br />Dave Alexander<br />New Media Editor<br />Johns Hopkins University<br />School of Nursing<br />dalexander@jhu.edu<br />@JHUNursing<br />/JHUNursing<br />

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