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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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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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