Presentation to University of North Carolina communicators on social media

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Presentation to University of North Carolina communicators on social media

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Presentation to University of North Carolina communicators on social media

  1. 1. Communicating with your audiences in a 2.0 world <ul><li>Melanie Moran </li></ul><ul><li>Vanderbilt University News Service </li></ul><ul><li>August 5, 2008 </li></ul>
  2. 2. Today <ul><li>How online communications have changed </li></ul><ul><li>Questions to ask about your Web site </li></ul><ul><li>Definitions of social media </li></ul><ul><li>The importance of conversations </li></ul><ul><li>Audience expectations </li></ul><ul><li>New tools and opportunities </li></ul>
  3. 3. Now… <ul><li>We still write press releases but… </li></ul><ul><li>24/7 news cycle </li></ul><ul><li>55 percent of Americans have broadband at home </li></ul><ul><li>62 percent of Americans use wireless, mobile devices </li></ul><ul><li>Blogs, Video, Podcasts </li></ul><ul><li>Two-way </li></ul><ul><li>No direct control </li></ul><ul><li>Anytime, anywhere, anything, any device </li></ul>
  4. 4. What is social media / Web 2.0? <ul><li>Driven by RSS </li></ul><ul><li>Digital tools and services that allow content creation with little to no technical knowledge </li></ul><ul><li>Consumer-created content </li></ul><ul><li>Personal profiles </li></ul><ul><li>Shared interests / online communities </li></ul><ul><li>Repurposing of content </li></ul>
  5. 5. Social networks <ul><li>Facebook </li></ul><ul><li>MySpace </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>Blogs </li></ul><ul><li>LinkedIn </li></ul><ul><li>Del.icio.us </li></ul><ul><li>Twitter </li></ul><ul><li>Wikis </li></ul><ul><li>Second Life </li></ul><ul><li>And on and on… </li></ul>
  6. 6. “Join the conversation” <ul><li>Dozens / hundreds / thousands of conversations taking place every day online about your organization </li></ul><ul><li>Who is talking? Who is listening? </li></ul><ul><li>What are they saying? </li></ul><ul><li>What are you saying in response? </li></ul><ul><li>Examples: Dell, Target </li></ul>
  7. 7. Why join the conversation? <ul><li>To correct misconceptions </li></ul><ul><li>To provide less formal interaction with your organization </li></ul><ul><li>To strengthen connection to your organization </li></ul><ul><li>To build community </li></ul><ul><li>To strengthen your brand </li></ul><ul><li>To empower your community to speak for you </li></ul><ul><li>Improve search engine rankings </li></ul><ul><li>The media listens, too </li></ul>
  8. 8. But before you start talking… <ul><li>Listen </li></ul><ul><li>Read </li></ul><ul><li>Ask </li></ul><ul><li>Plan </li></ul><ul><li>Implement </li></ul><ul><li>Listen / Monitor </li></ul><ul><li>Regroup </li></ul><ul><li>Revise </li></ul>
  9. 9. Vanderbilt & Podcasts <ul><li>History of online audio </li></ul><ul><li>New “content” generated everyday </li></ul><ul><li>Omnivore approach </li></ul><ul><li>Partnered with the Big Brand </li></ul>
  10. 10. Online Video <ul><li>Over 60% of American Internet users on broadband </li></ul><ul><li>57% of internet users have watched video online </li></ul><ul><li>76% of 18-29 year olds watch video online </li></ul><ul><li>Most share what they watch with others </li></ul>
  11. 11. Why would our university want to be part of this?
  12. 12. Why universities want to be part of this <ul><li>Audience </li></ul><ul><li>Ease of use </li></ul><ul><li>Creativity </li></ul><ul><li>Academic mission </li></ul><ul><li>Inevitability: We are already a part of it </li></ul>
  13. 13. Vanderbilt and video <ul><li>Identified growth area </li></ul><ul><li>Corralled talent </li></ul><ul><li>Again, leveraged partnerships www.youtube.com/vanderbilt </li></ul><ul><li>Video caveat - Remember, you’re not Spielberg, and you don’t have to be! </li></ul>
  14. 14. Twitter <ul><li>Immediate, brief, global </li></ul><ul><li>Social messaging </li></ul><ul><li>Mobile </li></ul><ul><li>Mini, constant blog </li></ul><ul><li>Increasing news use </li></ul><ul><li>Learn more from Common Craft </li></ul>
  15. 15. Going mobile <ul><li>62% of American adults have used mobile devices to access internet, take photos, text, etc. </li></ul><ul><li>Market will continue to grow, particularly with 18-24 year olds </li></ul><ul><li>Content is being captured by mobile devices </li></ul><ul><li>Align your content with these devices </li></ul><ul><li>Check out Qik - live video streaming from your phone </li></ul>
  16. 16. Challenges <ul><li>Building buy-in: overcoming fear </li></ul><ul><li>Partnering with IT </li></ul><ul><li>Time management </li></ul><ul><li>Changing paradigms </li></ul>
  17. 17. Some final thoughts <ul><li>Use tools to support the overall strategy, not just to say you’re using the next cool thing </li></ul><ul><li>Find allies on campus </li></ul><ul><li>Be willing to experiment (low-risk investment) </li></ul><ul><li>Be a consumer of new media </li></ul><ul><li>Focus on transparency, authenticity </li></ul>
  18. 18. Contact <ul><li>Melanie Moran Associate Director Vanderbilt News Service (615) 322-NEWS [email_address] blogvu.wordpress.com twitter.com/melaniemoran </li></ul><ul><li>www.slideshare.net/melaniemoran </li></ul>

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