Developing a social media
strategy that’s right for you
David Kamerer, PhD, APR
School of Communication
Loyola University ...
Developing a social media
strategy that’s right for you
David Kamerer, PhD, APR
School of Communication
Loyola University ...
The attention crash
“We are reaching a point where the number of inputs
we have as individuals is beginning to exceed what...
The social universe
FacebookFacebook YouTubeYouTube TwitterTwitter
US rank 2 4 8
Bounce rate 14 24 39
1-month reach 37 24 8
Page views 13 13 5...
Blogs
Will vary by market
Google Blogsearch
Monitor with RSS
“Leadership blog”
SMS messaging
http://gizmodo.com/5644966/this-
is-how-much-we-text-now
Takeaways:
1. Social media are pervasive
2. SMS
3. Facebook
4. Twitter
5. Mobile explosion
(pause)
Principles:
Think of social media as tactics;
Build these tactics into your planning
model
Planning models:
R – P – I – E
P – O – S – T (Groundswell)
Activities: set up/gain access to analytics
Discuss/implement m...
What will you measure?
Referrals to your website • “likes”
• followers • attendance • affective
responses • outtakes (# po...
Principles:
the most important
social media activity: listening
News media
Students/parents/community
Peers
Activities:
Se...
Principles:
Go where the people are
Social technographics profile
Observation
Qualitative/quantitative tools
Principles:
Hub-and-spoke model
Hub: your website
Spokes: Facebook, Flickr, Twitter,
YouTube, blogs, wherever you seek
inf...
Principles:
Inbound strategy
Outbound strategy
(pause)
Some tools and tactics:
RSS
Google Reader
Netvibes.com
NetNewsWire/NewsGator
Appmakr
Facebook
FBML
Branding
Analytics
•http://www.ignitesocialmedia.com/top-50-branded-facebook-fans-august-2010-fan-growth-slo...
Facebook trends:
Facebook everywhere (social plugins)
Mobile access
Privacy pushback
Twitter
Hootsuite/Tweetdeck
Advanced Twitter Search
search.twitter.com
Outbound
Targeted email
Leverage existing
communications,
collateral to push people
online
Mobile trends:
Rise of Android
Fragmented marketplace
Coupons on handset
QR Codes
Mobile to IRL
Mobile to transactions
Mobile:
•Mobile strategy for web
•Listen in/kick tires
•GOGO strategy
•Don’t worry, be Appy
•Augmented Reality
• Integrati...
Curation opportunities
Register your locations:
Search engines
Publish maps
Check-in games
Review sites
From the desktop:
Google:
www.google.com/local/add/businessCenter
Yahoo:
http://listings.local.yahoo.com/basic.php
Bing:
h...
Check-in games
Your role:
Establish your places
Monitor reputation
Looking forward
The “splinternet”
HTML5
4G/prevalent WiFi
Tablets
Multi-touch
Video
Google TV/Internet TV
Your challenges
Bullying
Sexting
Emergency communication
Dealing with minors/en loco parentis
Fragmented homes/audiences/l...
For inspiration
Ad Age Power 150
Mashable
Smashing Magazine
ReadWriteWeb
Wired
delicious.com/davidkamerer
NY Times/Wall St...
Books
Groundswell
Charlene Li & Josh Bernoff
The New Rules of Marketing & PR
David Meerman Scott
The Networked Nonprofit
B...
Thank you
www.davidkamerer.com
@davidkamerer
Presentation to school communicators
Presentation to school communicators
Presentation to school communicators
Presentation to school communicators
Presentation to school communicators
Presentation to school communicators
Presentation to school communicators
Presentation to school communicators
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Presentation to school communicators

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KanSPRA talk on understanding social media, developing social media strategy, and using effective tactics.

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Presentation to school communicators

  1. 1. Developing a social media strategy that’s right for you David Kamerer, PhD, APR School of Communication Loyola University Chicago
  2. 2. Developing a social media strategy that’s right for you David Kamerer, PhD, APR School of Communication Loyola University Chicago
  3. 3. The attention crash “We are reaching a point where the number of inputs we have as individuals is beginning to exceed what we are capable as humans of managing. The demands for our attention are becoming so great, and the problem so widespread, that it will cause people to crash and curtail these drains. Human attention does not obey Moore’s Law.” - Steve Rubel, Edelman Digital
  4. 4. The social universe
  5. 5. FacebookFacebook YouTubeYouTube TwitterTwitter US rank 2 4 8 Bounce rate 14 24 39 1-month reach 37 24 8 Page views 13 13 5 Time on site 32 19 7 #1 Referral Google FB FB Social analytics Source: Alexa.com
  6. 6. Blogs Will vary by market Google Blogsearch Monitor with RSS “Leadership blog”
  7. 7. SMS messaging http://gizmodo.com/5644966/this- is-how-much-we-text-now
  8. 8. Takeaways: 1. Social media are pervasive 2. SMS 3. Facebook 4. Twitter 5. Mobile explosion
  9. 9. (pause)
  10. 10. Principles: Think of social media as tactics; Build these tactics into your planning model
  11. 11. Planning models: R – P – I – E P – O – S – T (Groundswell) Activities: set up/gain access to analytics Discuss/implement measurement Set objectives/outcomes
  12. 12. What will you measure? Referrals to your website • “likes” • followers • attendance • affective responses • outtakes (# posts, messages, etc.) • outcomes • whatever is important
  13. 13. Principles: the most important social media activity: listening News media Students/parents/community Peers Activities: Set up RSS feeds/build Twitter lists/ Create dashboards
  14. 14. Principles: Go where the people are Social technographics profile Observation Qualitative/quantitative tools
  15. 15. Principles: Hub-and-spoke model Hub: your website Spokes: Facebook, Flickr, Twitter, YouTube, blogs, wherever you seek influence online
  16. 16. Principles: Inbound strategy Outbound strategy
  17. 17. (pause) Some tools and tactics:
  18. 18. RSS Google Reader Netvibes.com NetNewsWire/NewsGator Appmakr
  19. 19. Facebook FBML Branding Analytics •http://www.ignitesocialmedia.com/top-50-branded-facebook-fans-august-2010-fan-growth-slows/
  20. 20. Facebook trends: Facebook everywhere (social plugins) Mobile access Privacy pushback
  21. 21. Twitter Hootsuite/Tweetdeck Advanced Twitter Search search.twitter.com
  22. 22. Outbound Targeted email Leverage existing communications, collateral to push people online
  23. 23. Mobile trends: Rise of Android Fragmented marketplace Coupons on handset QR Codes Mobile to IRL Mobile to transactions
  24. 24. Mobile: •Mobile strategy for web •Listen in/kick tires •GOGO strategy •Don’t worry, be Appy •Augmented Reality • Integration via posterous.com
  25. 25. Curation opportunities Register your locations: Search engines Publish maps Check-in games Review sites
  26. 26. From the desktop: Google: www.google.com/local/add/businessCenter Yahoo: http://listings.local.yahoo.com/basic.php Bing: https://ssl.bing.com/listings/BusinessSearch.aspx Create/publish/share: Location information • maps • “extended phone book”
  27. 27. Check-in games Your role: Establish your places Monitor reputation
  28. 28. Looking forward The “splinternet” HTML5 4G/prevalent WiFi Tablets Multi-touch Video Google TV/Internet TV
  29. 29. Your challenges Bullying Sexting Emergency communication Dealing with minors/en loco parentis Fragmented homes/audiences/levels of access Doing more with less Blurred lines between personal/work life No clear road map
  30. 30. For inspiration Ad Age Power 150 Mashable Smashing Magazine ReadWriteWeb Wired delicious.com/davidkamerer NY Times/Wall St. Journal
  31. 31. Books Groundswell Charlene Li & Josh Bernoff The New Rules of Marketing & PR David Meerman Scott The Networked Nonprofit Beth Kanter & Allison Fine Engage, Brian Solis Web Analytics 2.0, Avinash Kaushik
  32. 32. Thank you www.davidkamerer.com @davidkamerer
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