Communicating with your audiences in a 2.0 world Melanie Moran Vanderbilt University News Service August 5, 2008

Melanie Moran

Vanderbilt University News Service

August 5, 2008

Today How online communications have changed Questions to ask about your Web site Definitions of social media The importance of conversations Audience expectations New tools and opportunities

How online communications have changed

Questions to ask about your Web site

Definitions of social media

The importance of conversations

Audience expectations

New tools and opportunities

Now… We still write press releases but… 24/7 news cycle 55 percent of Americans have broadband at home 62 percent of Americans use wireless, mobile devices Blogs, Video, Podcasts Two-way No direct control Anytime, anywhere, anything, any device

We still write press releases but…

24/7 news cycle

55 percent of Americans have broadband at home

62 percent of Americans use wireless, mobile devices

Blogs, Video, Podcasts

Two-way

No direct control

Anytime, anywhere, anything, any device

What is social media / Web 2.0? Driven by RSS Digital tools and services that allow content creation with little to no technical knowledge Consumer-created content Personal profiles Shared interests / online communities Repurposing of content

Driven by RSS

Digital tools and services that allow content creation with little to no technical knowledge

Consumer-created content

Personal profiles

Shared interests / online communities

Repurposing of content

Social networks Facebook MySpace YouTube Flickr Blogs LinkedIn Del.icio.us Twitter Wikis Second Life And on and on…

Facebook

MySpace

YouTube

Flickr

Blogs

LinkedIn

Del.icio.us

Twitter

Wikis

Second Life

And on and on…

“Join the conversation” Dozens / hundreds / thousands of conversations taking place every day online about your organization Who is talking? Who is listening? What are they saying? What are you saying in response? Examples: Dell, Target

Dozens / hundreds / thousands of conversations taking place every day online about your organization

Who is talking? Who is listening?

What are they saying?

What are you saying in response?

Examples: Dell, Target

Why join the conversation? To correct misconceptions To provide less formal interaction with your organization To strengthen connection to your organization To build community To strengthen your brand To empower your community to speak for you Improve search engine rankings The media listens, too

To correct misconceptions

To provide less formal interaction with your organization

To strengthen connection to your organization

To build community

To strengthen your brand

To empower your community to speak for you

Improve search engine rankings

The media listens, too

But before you start talking… Listen Read Ask Plan Implement Listen / Monitor Regroup Revise

Listen

Read

Ask

Plan

Implement

Listen / Monitor

Regroup

Revise

Vanderbilt & Podcasts History of online audio New “content” generated everyday Omnivore approach Partnered with the Big Brand

History of online audio

New “content” generated everyday

Omnivore approach

Partnered with the Big Brand

Online Video Over 60% of American Internet users on broadband 57% of internet users have watched video online 76% of 18-29 year olds watch video online Most share what they watch with others

Over 60% of American Internet users on broadband

57% of internet users have watched video online

76% of 18-29 year olds watch video online

Most share what they watch with others

Why would our university want to be part of this?

Why universities want to be part of this Audience Ease of use Creativity Academic mission Inevitability: We are already a part of it

Audience

Ease of use

Creativity

Academic mission

Inevitability: We are already a part of it

Vanderbilt and video Identified growth area Corralled talent Again, leveraged partnerships www.youtube.com/vanderbilt Video caveat - Remember, you’re not Spielberg, and you don’t have to be!

Identified growth area

Corralled talent

Again, leveraged partnerships www.youtube.com/vanderbilt

Video caveat - Remember, you’re not Spielberg, and you don’t have to be!

Twitter Immediate, brief, global Social messaging Mobile Mini, constant blog Increasing news use Learn more from Common Craft

Immediate, brief, global

Social messaging

Mobile

Mini, constant blog

Increasing news use

Learn more from Common Craft

Going mobile 62% of American adults have used mobile devices to access internet, take photos, text, etc. Market will continue to grow, particularly with 18-24 year olds Content is being captured by mobile devices Align your content with these devices Check out Qik - live video streaming from your phone

62% of American adults have used mobile devices to access internet, take photos, text, etc.

Market will continue to grow, particularly with 18-24 year olds

Content is being captured by mobile devices

Align your content with these devices

Check out Qik - live video streaming from your phone

Challenges Building buy-in: overcoming fear Partnering with IT Time management Changing paradigms

Building buy-in: overcoming fear

Partnering with IT

Time management

Changing paradigms

Some final thoughts Use tools to support the overall strategy, not just to say you’re using the next cool thing Find allies on campus Be willing to experiment (low-risk investment) Be a consumer of new media Focus on transparency, authenticity

Use tools to support the overall strategy, not just to say you’re using the next cool thing

Find allies on campus

Be willing to experiment (low-risk investment)

Be a consumer of new media

Focus on transparency, authenticity

Contact Melanie Moran Associate Director Vanderbilt News Service (615) 322-NEWS [email_address] blogvu.wordpress.com twitter.com/melaniemoran www.slideshare.net/melaniemoran

Melanie Moran Associate Director Vanderbilt News Service (615) 322-NEWS [email_address] blogvu.wordpress.com twitter.com/melaniemoran

www.slideshare.net/melaniemoran