Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Social media strategy—SCAMORE 6/8
  maximising the effectiveness of your online resources




photo: www.sxc.hu/photo/8831...
Promotion strategy
   Session 6/8
Part 3
lightweight policy




                     Don’t be evil!




                                      4
Institutional responses
IRET 5Rs framework


                                       Rules &
                              ...
Community responsibility




photo: www.flickr.com/photos/26640908@N02/3881258647   6
It’s all about…




http://www.websocialarchitecture.com/community/2008/06/a-conceptual-ma.html   7
It’s all about…




http://www.websocialarchitecture.com/community/2008/06/a-conceptual-ma.html   7
My place or yours?




photo: http://flic.kr/p/7EYXSJ0   8
Identity management




                                 website, blog, facebook,
                                 twitter...
Don’t expect people to drink from the firehose




                                                 10
Mind your #!%£ language!
   you never know who might be listening




photo: flic.kr/p/6zeUVs   photo: istockphoto   11
WARNING
  REPRODUCTION, MODIFICATION, PUBLIC
EXHIBITION BROADCASTING, DISTRIBUTION,
  TRANSLATION, OR ADAPTATION OF THIS
 ...
Social metrics
  how do you measure impact?




photo: www.flickr.com/photos/33914386@N08/4296323737   13
Policy review…
   http://socialmediagovernance.com/policies.php




photo: flic.kr/p/yLjyi                             14
Social media policy




This exercise is designed to help you consider
how social media could be used to enhance
communica...
Social media policy




Intention to use
     ‣ Is your primary intention to inform, educate, persuade, influence, encoura...
Social media policy




Use policy
This is an internal guide for the project team describing why and how
the service is to...
Maximising Online Resource Effectiveness Workshop Session 6/8 Promotional strategies
Maximising Online Resource Effectiveness Workshop Session 6/8 Promotional strategies
Upcoming SlideShare
Loading in …5
×

Maximising Online Resource Effectiveness Workshop Session 6/8 Promotional strategies

1,210 views

Published on

Session 6/8. Promotional strategies. The Strategic Content Alliance, JISC sponsored workshops on Maximising Online Resource Effectiveness, held on different occasions throughout 2010 and delivered by Netskills.

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Maximising Online Resource Effectiveness Workshop Session 6/8 Promotional strategies

  1. 1. Social media strategy—SCAMORE 6/8 maximising the effectiveness of your online resources photo: www.sxc.hu/photo/883122 1
  2. 2. Promotion strategy Session 6/8
  3. 3. Part 3 lightweight policy Don’t be evil! 4
  4. 4. Institutional responses IRET 5Rs framework Rules & Regulations Relationships & Roles & Communities Responsibilities Institutional Response Routines & Rewards Regularities 5
  5. 5. Community responsibility photo: www.flickr.com/photos/26640908@N02/3881258647 6
  6. 6. It’s all about… http://www.websocialarchitecture.com/community/2008/06/a-conceptual-ma.html 7
  7. 7. It’s all about… http://www.websocialarchitecture.com/community/2008/06/a-conceptual-ma.html 7
  8. 8. My place or yours? photo: http://flic.kr/p/7EYXSJ0 8
  9. 9. Identity management website, blog, facebook, twitter, podcast, tumblr, youtube, vimeo, email, buzz, wave, skype, msn PTO… photo: www.sxc.hu/photo/627728 9
  10. 10. Don’t expect people to drink from the firehose 10
  11. 11. Mind your #!%£ language! you never know who might be listening photo: flic.kr/p/6zeUVs photo: istockphoto 11
  12. 12. WARNING REPRODUCTION, MODIFICATION, PUBLIC EXHIBITION BROADCASTING, DISTRIBUTION, TRANSLATION, OR ADAPTATION OF THIS PRODUCT IS FINE. REALLY, WE WANT YOU TO DOWNLOAD IT, COPY IT, CHANGE IT AND SHARE IT WITH OTHER PEOPLE. DO COPY THIS PRODUCT
  13. 13. Social metrics how do you measure impact? photo: www.flickr.com/photos/33914386@N08/4296323737 13
  14. 14. Policy review… http://socialmediagovernance.com/policies.php photo: flic.kr/p/yLjyi 14
  15. 15. Social media policy This exercise is designed to help you consider how social media could be used to enhance communication and promotion of online resources by your organisation (or unit, department, project)—consider the following: Activities and social media services ‣ List resources and associated activities (e.g. news, reports, presentations, photos, videos, bookmarks…) for which you intend to use social media and try to match these to appropriate services (e.g. blog, YouTube, slideshare, delicious, etc.). Rationale ‣ Why did you choose this service/approach? What does it offer to help you engage with your chosen audiences/communities?
  16. 16. Social media policy Intention to use ‣ Is your primary intention to inform, educate, persuade, influence, encourage uptake, manage expectations, listen, discuss, synthesize, amplify? What difference does this make to how you would use the medium? Communication style ‣ What type of communications suit this medium and the audience you are attempting to engage? Formal/informal? Serious/trivial? Broadcast/conversational? Factual/opinionated? Immediate/considered? How much detail is required? Metrics ‣ How will you define and measure engagement? Views/hits, link clicks, re-tweets, followers, subscribers, comments, downloads? How frequently will you measure? Integration ‣ How will you integrate posts with your other communications? How might other organisations or the wider community reuse them? Will it be syndicated, cross- posted, aggregated, filtered, amplified, reused? Short description ‣ Write a public-facing bio for your organisation (140 characters, a paragraph or a page) using language appropriate to the service. Let users know what they should expect from you through this channel and why they should care.
  17. 17. Social media policy Use policy This is an internal guide for the project team describing why and how the service is to be used as part of your project in practical terms, addressing items such as: ‣ What is it for? What are you going to post about? What should you not post about? How often would you post/update? What are the triggers (events, progress, related posts by other people/projects, milestones)? ‣ Who is responsible for posts? What is the posting process (e.g. writing/proofing, adding campaign metrics, link shortening, tags/categories/metadata, cross- posting)? ‣ Communication style? ‣ How usage relates to use of personal/project/institutional channels? ‣ Monitoring, moderation, replying and commenting. How to respond to positive or negative comments? ‣ Design considerations—colours, images, avatar, background, contact information, biographical details? ‣ How and when will you evaluate how successful you have been with a service?

×