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Vocalo Social Media Presentation v2


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Vocalo Social Media Presentation v2

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