PRPD- Creating a Social Media Strategy (ppt)

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Slides from the panel at PRPD in Denver on creating a social media strategy for public radio.
Janet Fouts Moderator, Hawk Mendenhall from KUT- Austin, Tx. and Steve Yasko from WTMD Towson Maryland.

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  • Google analytics, Facebook, and Bitly show us how many of our site referrals are coming from social media so that’s easy to show staff the impact. Key influencers are the staff people who get it We look for smart people amongst us and our contacts who can help us improve video, photo, blogging etc. skills We share every interesting article we find with all parties….Life is too short to make all the mistakes yourself, let others do that hard embarrassing work.
  • We are good at figuring out our music, news and information mix on Facebook….we ask questions The FB community is not our community, it’s theirs so we just participate and seed conversations Younger community On Twitter but Facebook is preferred by our audience
  • More heavily female 57% as compared to overall audience which is closer to 50-50 71% under 45 and 40% under 35
  • Austin Helps integrating Gowalla for volunteering Partner with Gowalla to map historical Austin Crowdsourcing—check out National Geographic or The Satorialist….comments on photos
  • Scavenger an app that we’re working on for big Austin events that is basically another game/mapping hybrid platform. Help Attack is a new way to pledge and donate to causes and nonprofits whenever you Tweet. Simply log in, pick your cause, pledge an amount, and do what you do! All the while earning coins and pocketchanging the world. It's a social media tool built on the idea that you don't have to be a millionaire for your financial contributions to make a difference.
  • PIJ, Cactus Café, more interactions in the community Online community building important but you also have to be out there
  • PRPD- Creating a Social Media Strategy (ppt)

    1. 1. SOCIAL MEDIA STRATEGIES Janet Fouts – Social Media Coach
    2. 2. How does social media work?
    3. 3. Shirtless dancing guy <ul><li>Devin Kellerman </li></ul><ul><li>Sasquatch music festival </li></ul><ul><li>3.6 million views </li></ul><ul><li>Derek Sivers – TED </li></ul><ul><li>The “Shirtless Dancing Guy Theory of Leadership” </li></ul>
    4. 4. Goals for the campaign <ul><li>Grants and fundraising </li></ul><ul><li>Local outreach </li></ul><ul><li>Brand visibility </li></ul><ul><li>News gathering and dissemination </li></ul><ul><li>Community </li></ul><ul><li>Discussion of your content </li></ul>
    5. 5. Available resources? <ul><li>Funds </li></ul><ul><li>Content </li></ul><ul><li>Ability to produce </li></ul><ul><li>Time </li></ul><ul><li>Existing social presence </li></ul>
    6. 6. Who’s going to do it? <ul><li>Interns </li></ul><ul><li>Volunteers </li></ul><ul><li>Staff </li></ul><ul><li>Corporate or personal ID? </li></ul><ul><li>Corporate policies </li></ul>
    7. 7. What resources are available? <ul><li>Funds </li></ul><ul><li>Content (video, podcasts, articles) </li></ul><ul><li>Time </li></ul><ul><li>Existing social presence </li></ul>
    8. 9. Measuring success <ul><li>Traffic to the website </li></ul><ul><li>Increased audience </li></ul><ul><li>1 new grant </li></ul><ul><li>Expanded presence in searches </li></ul><ul><li>Increase in supporters </li></ul><ul><li>Commenting </li></ul><ul><li>Social media mentions </li></ul>
    9. 10. Find the right networks
    10. 11. Where are they? <ul><li>Don’t re-invent the wheel </li></ul><ul><li>Find the networks people are already using </li></ul><ul><li>Take the conversation to the listeners </li></ul><ul><li>SocialMention.com </li></ul><ul><li>Set up alerts </li></ul><ul><li>Reach out to other leaders </li></ul>
    11. 12. NPR on Facebook <ul><li>The NPR Facebook Survey was conducted online and deployed July 12-19, 2010. </li></ul><ul><li>Respondents were recruited through messages posted on NPR’s Facebook page. </li></ul><ul><li>33,304 respondents </li></ul>Audience Insight and Research
    12. 13. NPR on Facebook <ul><li>slideshare.net/nprresearch </li></ul><ul><li>Preferences and Habits of NPR’s Facebook Fans </li></ul><ul><li>July 2010 </li></ul><ul><li>Prepared for NPR’s Social Media Desk </li></ul><ul><li>Report by Noel Cody </li></ul>Audience Insight and Research
    13. 14. Facebook Use and Online Behavior <ul><li>Frequency of Facebook Use </li></ul><ul><ul><li>Almost all respondents (96%) access Facebook at least once per day. </li></ul></ul><ul><li>How Fans Access NPR: </li></ul><ul><ul><li>About 3 of every 4 respondents listen to NPR on the radio. </li></ul></ul><ul><ul><li>1 of every 5 respondents uses the iPhone app. </li></ul></ul><ul><ul><li>Almost 3 in 10 listen to NPR podcasts. </li></ul></ul><ul><ul><li>Fewer than 1 in 10 follow NPR on Twitter. </li></ul></ul>Source: NPR Facebook Survey, July 2010 For many of the charts in this summary, a given question’s most popular response will be highlighted with a green bar.
    14. 15. <ul><li>News online </li></ul><ul><ul><li>About 3 of every 5 respondents get most or all of their news online. </li></ul></ul><ul><li>News on Facebook </li></ul><ul><ul><li>3 of every 4 agree that Facebook is a major way in which they receive news and information from NPR. </li></ul></ul><ul><ul><li>About half agree that Facebook is a major way for them to receive information from news organizations in general. </li></ul></ul><ul><li>NPR stories on Facebook </li></ul><ul><ul><li>84% have indicated that they often click through to NPR stories that are posted on Facebook. </li></ul></ul>Facebook Use and Online Behavior Source: NPR Facebook Survey, July 2010 Facebook is a major way for me to receive news and information from NPR. Facebook is a major way for me to receive news and information from news organizations in general.
    15. 16. NPR on Facebook <ul><li>slideshare.net/nprresearch </li></ul><ul><li>Preferences and Habits of NPR’s Facebook Fans </li></ul><ul><li>July 2010 </li></ul><ul><li>Prepared for NPR’s Social Media Desk </li></ul><ul><li>Report by Noel Cody </li></ul>Audience Insight and Research
    16. 17. Ask me anything <ul><li>JanetFouts.com </li></ul><ul><li>[email_address] </li></ul><ul><li>JanetFouts.com </li></ul><ul><li>SocialMediaCoachingCenter.com </li></ul><ul><li>Twitter- @Jfouts </li></ul><ul><li>Linkedin - JanetFouts </li></ul><ul><li>408.216.7423 </li></ul>
    17. 18. PRPD-KUT Austin 90.5 kut.org Social Media Strategies
    18. 19. How do we get everyone on board? <ul><li>Metrics </li></ul><ul><ul><li>Regularly track site traffic and social media’s influence </li></ul></ul><ul><li>Start with the key influencers </li></ul><ul><li>Champion experimentation </li></ul><ul><ul><li>Keep it authentic and in human voice. If you fail, don’t be afraid to own up, but don’t stop experimenting </li></ul></ul><ul><li>Share intellectual surplus </li></ul>
    19. 20. What are we doing? <ul><li>Facebook – most audience participation, impact, more conducive to rich content. </li></ul><ul><li>Twitter – large audience base, word of mouth easier content sharing domino effect, not as emmersive as FB. </li></ul><ul><li>Gowalla/4sq basic </li></ul><ul><li>CoverItLive </li></ul>
    20. 21. Demographics
    21. 22. Ask questions, multimedia focus
    22. 23. What more are we going to do? <ul><li>Embrace comments/feedback/dialogue as part of content </li></ul><ul><li>Gaming as engagement tool (QRANK) </li></ul><ul><li>Gowalla/4sq expand location -> incite action </li></ul><ul><li>Focus on Apps/ipad/mobile content sharing </li></ul><ul><li>Crowdsourcing </li></ul><ul><ul><li>National Geographic/Sartorialst photography </li></ul></ul><ul><li>Staff/DJ blogs </li></ul><ul><li>Story voting </li></ul>
    23. 24. New projects with SM elements <ul><li>Mapping Austin </li></ul><ul><ul><li>Austin Historical Society project (Gowalla, SVNGR) </li></ul></ul><ul><li>Austin Helps </li></ul><ul><ul><ul><li>Volunteer tracking with Gowalla, Help Attack! </li></ul></ul></ul><ul><li>Cactus Cafe performances </li></ul><ul><ul><li>QRANK TX Music Trivia </li></ul></ul><ul><li>News </li></ul><ul><ul><li>QRANK current events trivia </li></ul></ul>
    24. 25. Our main social media principles <ul><li>Go offline </li></ul><ul><ul><li>Bring the digital connection to the community </li></ul></ul><ul><li>Don’t just share content </li></ul><ul><ul><li>Respect your readers & engage with their viewpoints/experiences </li></ul></ul><ul><ul><li>Engagement is constant, not sporadic </li></ul></ul><ul><ul><li>Craft your content for the delivery method </li></ul></ul><ul><li>Be authentic </li></ul><ul><ul><li>No PR-vetted voice </li></ul></ul><ul><ul><li>Let audience talk to content producers/journalists </li></ul></ul>

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