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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:
  6. 6. Blogs Will vary by market Google Blogsearch Monitor with RSS “Leadership blog”
  7. 7. SMS messaging 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 NetNewsWire/NewsGator Appmakr
  19. 19. Facebook FBML Branding Analytics •
  20. 20. Facebook trends: Facebook everywhere (social plugins) Mobile access Privacy pushback
  21. 21. Twitter Hootsuite/Tweetdeck Advanced Twitter Search
  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
  25. 25. Curation opportunities Register your locations: Search engines Publish maps Check-in games Review sites
  26. 26. From the desktop: Google: Yahoo: Bing: 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 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 @davidkamerer