Vocalo Social Media Presentation v2

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  • Change this to include new phone convo
  • Need to find more real numbers. Think about different pie chart.

Transcript

  • 1. Vocalo.org
    Social Media Strategy
    by Meredith Trainor and Devon Smith
    April 2010
  • 2. Vocalo.org: The Facts
  • 3. What is Vocalo?
    3
    Click to watch on YouTube
    Engage Expand Empower
  • 4. Vocalo.org: The Challenge
  • 5. Current Social Media Efforts
    5
    Engage Expand Empower
  • 6. Vocalo.org:The Strategy
    6
  • 7. Goal: Move users up engagement ladder
    7
    Engage Expand Empower
  • 8. Step 1: Engaging Passive Users
    8
    Engage Expand Empower
  • 9. 9
    Website
    User
    Experience:
    C
    Engage Expand Empower
  • 10. 10
    Website
    User
    Experience:
    C
    No clear call to action
    Engage Expand Empower
  • 11. 11
    Limited search
    Website
    User
    Experience:
    C
    No clear call to action
    Engage Expand Empower
  • 12. 12
    Limited search
    Too much text
    Website
    User
    Experience:
    C
    No clear call to action
    Engage Expand Empower
  • 13. Recommendation: The Playground
    Study potential user experience improvements
    Re-launch website with improved design that features UGC
    Create a space for users to contribute to “celebrity blogger” content
    13
    Engage Expand Empower
  • 14. 14
    Content
    Management
    System:
    A
    Engage Expand Empower
  • 15. 15
    Content
    Management
    System:
    A
    Easy Upload
    Engage Expand Empower
  • 16. 16
    Easy listening
    Content
    Management
    System:
    A
    Easy Upload
    Engage Expand Empower
  • 17. 17
    Easy listening
    Content
    Management
    System:
    A
    Easy Upload
    Real Time
    Engage Expand Empower
  • 18. 18
    Socialability
    Easy listening
    Content
    Management
    System:
    A
    Easy Upload
    Real Time
    Engage Expand Empower
  • 19. Recommendation: The Factory
    Create a space for users to experiment with content upload
    Give users more resources for learning on site and online
    Long term: consider developing an iPhoneapp for mobile upload
    19
    Engage Expand Empower
  • 20. 20
    A+
    Blog:
    Engage Expand Empower
  • 21. 21
    Easy subscribe
    A+
    Blog:
    Engage Expand Empower
  • 22. 22
    Socialability
    Easy subscribe
    A+
    Blog:
    Engage Expand Empower
  • 23. 23
    Socialability
    Easy subscribe
    A+
    Blog:
    Growth in traffic
    Engage Expand Empower
  • 24. Recommendation:Utilize game mechanics
    Reward great content by redesigning digg-style commenting system
    Reward prolific users with greater moderator control
    Make content upload process fun
    Expand topical content by challenging users to content missions
    24
    Engage Expand Empower
  • 25. Success Metrics
    25
    Engage Expand Empower
  • 26. Goal: Expanding the Community
    26
    Engage Expand Empower
  • 27. Step 2: Expanding Listenership
    27
    Engage Expand Empower
  • 28. 28
    B
    Facebook:
    Engage Expand Empower
  • 29. 29
    B
    Low adoption
    Facebook:
    Engage Expand Empower
  • 30. 30
    B
    Low adoption
    Facebook:
    Slow response time
    Engage Expand Empower
  • 31. 31
    Live streaming
    B
    Low adoption
    Facebook:
    Slow response time
    Engage Expand Empower
  • 32. 32
    Limited event promotion
    Live streaming
    B
    Low adoption
    Facebook:
    Slow response time
    Engage Expand Empower
  • 33. Recommendation:Leverage Facebook Fan base
    Create an active community by posting once per day
    Respond to all fan comments
    Use Facebookpolls to engage users
    Provide learning modules for content creators to better promote their own content
    Consider Facebookapp for easier upload
    33
    Engage Expand Empower
  • 34. 34
    B
    Twitter:
    Engage Expand Empower
  • 35. 35
    B
    Twitter:
    Lists
    Engage Expand Empower
  • 36. 36
    B
    Twitter:
    Lists
    Link love
    Engage Expand Empower
  • 37. 37
    Irregular tagging
    B
    Twitter:
    Lists
    Link love
    Engage Expand Empower
  • 38. 38
    Irregular tagging
    B
    Twitter:
    Lists
    User names?
    Link love
    Engage Expand Empower
  • 39. 39
    Irregular tagging
    B
    Twitter:
    Not engaged
    Lists
    User names?
    Link love
    Engage Expand Empower
  • 40. 40
    Irregular tagging
    B
    Twitter:
    Not engaged
    Lists
    User names?
    Low adoption
    Link love
    Engage Expand Empower
  • 41. Recommendation:Drive Vocalo.org traffic via Twitter
    Drive the conversation you want to have by tweeting on topic, often
    Build lists of content creators and curators by expertise or interest
    Provide learning modules for content creators to better promote their own content
    Contribute to #pubmediaconversation
    41
    Engage Expand Empower
  • 42. Success Metrics
    42
    Engage Expand Empower
  • 43. Goal: Achieving Mission
    43
    Engage Expand Empower
  • 44. Step 3: Empowering Community
    44
    Engage Expand Empower
  • 45. 45
    D
    Foursquare:
    Engage Expand Empower
  • 46. 46
    D
    Foursquare:
    Community Events
    Engage Expand Empower
  • 47. 47
    D
    Foursquare:
    Community Events
    Low
    adoption
    Engage Expand Empower
  • 48. 48
    Partnership
    D
    Foursquare:
    Community Events
    Low
    adoption
    Engage Expand Empower
  • 49. Recommendation: Experiment with Location Based Services
    Foursquare
    Provide tips on local businesses
    “Explore your Hood” scavenger hunt
    49
    Community Events
    (Continue) documenting & engaging in local community events
    UGC Public Media Conference
    Host UGC conference
    Publish white papers online
    Engage Expand Empower
  • 50. Success Metrics
    50
    Engage Expand Empower
  • 51. Vocalo.org:The Plan
  • 52. Rollout Strategy
    52
    Engage Expand Empower
  • 53. Rollout Strategy
    53
    Engage Expand Empower
  • 54. Rollout Strategy
    54
    Engage Expand Empower
  • 55. Rollout Strategy
    55
    Engage Expand Empower
  • 56. How much will it cost (this year)?
    56
    Engage Expand Empower
  • 57. Building Organizational Capacity
    57
    Engage Expand Empower
  • 58. But what if…?
    58
    Engage Expand Empower
  • 59. Next Steps
    59
  • 60. Questions?
    60
    Thanks!
    @MerTrainor
    @devonvsmith
  • 61. Appendix: Comparable Metrics
    61
    as of March 2010
    Note: Compete.com public website stats don’t match internal tracking
  • 62. Appendix:List of Tactics
    On line
    Off line
    Community Events
    Social/Public Media Conference
    Published reports
    Social Media Training Modules
    Ongoing evaluation & monitoring of the social media strategy
    Vocalo.org
    The Playground
    The Factory
    Game Mechanics
    UX Redesign
    Social Media Platforms
    Facebook
    Twitter
    Foursquare
    Mobile App
    62
  • 63. Wonder how we did this?
    63
  • 64. Wonder who we are?
    Devon will soon graduate with a Master of Business Administration from Yale School of Management and a Master of Fine Arts in Theatre Management from Yale School of Drama. Previously, she has worked in marketing and development for arts organizations across the country and earned two bachelor degrees from the University of Washington.
    Meredith will soon graduate with a Master of Environmental Science from Yale School of Forestry and Environmental Studies. Previously she worked with the AshokaChangemakersteam, did field research in Nepal, and graduated from Hobart and William Smith Colleges in Geneva, NY, as a double-major in Environmental Studies and Political Science.
    64
    Devon Smith
    Meredith Trainor
    Meredith and Devon met in the Social Media Management class at Yale SOM for which this project was created. Neither is gainfully employed, yet.
  • 65. Special Thanks
    Michaela Daniel, Andrew Gill, Rob Levy, Dina Mayzlin, Ellis Reid, Silvia Rivera,
    and all of the folks at Vocalo
    65