Presentation to University of North Carolina communicators on social media
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Presentation to University of North Carolina communicators on social media

Presentation to University of North Carolina communicators on social media

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Presentation to University of North Carolina communicators on social media Presentation Transcript

  • 1. Communicating with your audiences in a 2.0 world
    • Melanie Moran
    • Vanderbilt University News Service
    • August 5, 2008
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. Social networks
    • Facebook
    • MySpace
    • YouTube
    • Flickr
    • Blogs
    • LinkedIn
    • Del.icio.us
    • Twitter
    • Wikis
    • Second Life
    • And on and on…
  • 6. “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
  • 7. 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
  • 8. But before you start talking…
    • Listen
    • Read
    • Ask
    • Plan
    • Implement
    • Listen / Monitor
    • Regroup
    • Revise
  • 9. Vanderbilt & Podcasts
    • History of online audio
    • New “content” generated everyday
    • Omnivore approach
    • Partnered with the Big Brand
  • 10. 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
  • 11. Why would our university want to be part of this?
  • 12. Why universities want to be part of this
    • Audience
    • Ease of use
    • Creativity
    • Academic mission
    • Inevitability: We are already a part of it
  • 13. 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!
  • 14. Twitter
    • Immediate, brief, global
    • Social messaging
    • Mobile
    • Mini, constant blog
    • Increasing news use
    • Learn more from Common Craft
  • 15. 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
  • 16. Challenges
    • Building buy-in: overcoming fear
    • Partnering with IT
    • Time management
    • Changing paradigms
  • 17. 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
  • 18. Contact
    • Melanie Moran Associate Director Vanderbilt News Service (615) 322-NEWS [email_address] blogvu.wordpress.com twitter.com/melaniemoran
    • www.slideshare.net/melaniemoran