prpd- creating a social media strategy (ppt)
DESCRIPTION
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.TRANSCRIPT
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SOCIAL MEDIA STRATEGIES
Janet Fouts – Social Media Coach
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How does social media work?
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Shirtless dancing guy
Devin Kellerman Sasquatch music festival 3.6 million views Derek Sivers – TED The “Shirtless Dancing Guy Theory of
Leadership”
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Goals for the campaign
Grants and fundraising Local outreach Brand visibility News gathering and dissemination Community Discussion of your content
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Available resources?
Funds Content Ability to produce Time Existing social presence
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Who’s going to do it?
Interns Volunteers Staff Corporate or personal
ID? Corporate policies
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What resources are available? Funds Content (video, podcasts, articles) Time Existing social presence
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Measuring success
Traffic to the website Increased audience 1 new grant Expanded presence in searches Increase in supporters Commenting Social media mentions
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Find the right networks
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Where are they?
Don’t re-invent the wheel Find the networks people are already
using Take the conversation to the listeners SocialMention.com Set up alerts Reach out to other leaders
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NPR on Facebook The NPR Facebook Survey was
conducted online and deployed July 12-19, 2010.
Respondents were recruited through messages posted on NPR’s Facebook page.
33,304 respondents
Audience Insight and Research
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NPR on Facebook
slideshare.net/nprresearch
Preferences and Habits of NPR’s Facebook Fans
July 2010
Prepared for NPR’s Social Media DeskReport by Noel Cody
Audience Insight and Research
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Facebook Use and Online Behavior
Frequency of Facebook Use
Almost all respondents (96%) access Facebook at least once per day.
How Fans Access NPR: About 3 of every 4
respondents listen to NPR on the radio.
1 of every 5 respondents uses the iPhone app.
Almost 3 in 10 listen to NPR podcasts.
Fewer than 1 in 10 follow NPR on Twitter.
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.
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News online
About 3 of every 5 respondents get most or all of their news online.
News on Facebook
3 of every 4 agree that Facebook is a major way in which they receive news and information from NPR.
About half agree that Facebook is a major way for them to receive information from news organizations in general.
NPR stories on Facebook 84% have indicated that
they often click through to NPR stories that are posted on Facebook.
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.
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NPR on Facebook
slideshare.net/nprresearch
Preferences and Habits of NPR’s Facebook Fans
July 2010
Prepared for NPR’s Social Media DeskReport by Noel Cody
Audience Insight and Research
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Ask me anything
JanetFouts.com [email protected] JanetFouts.com SocialMediaCoachingCenter.com Twitter- @Jfouts Linkedin - JanetFouts 408.216.7423
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PRPD-KUT Austin 90.5 kut.orgSocial MediaStrategies
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How do we get everyone on board?•Metrics
▫Regularly track site traffic and social media’s influence
•Start with the key influencers•Champion experimentation
▫Keep it authentic and in human voice. If you fail, don’t be afraid to own up, but don’t stop experimenting
•Share intellectual surplus
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What are we doing?
•Facebook – most audience participation, impact, more conducive to rich content.
•Twitter – large audience base, word of mouth easier content sharing domino effect, not as emmersive as FB.
•Gowalla/4sq basic•CoverItLive
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Demographics
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Ask questions, multimedia focus
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What more are we going to do?
•Embrace comments/feedback/dialogue as part of content
•Gaming as engagement tool (QRANK)•Gowalla/4sq expand location -> incite
action•Focus on Apps/ipad/mobile content sharing•Crowdsourcing
▫National Geographic/Sartorialst photography
•Staff/DJ blogs•Story voting
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New projects with SM elements
•Mapping Austin▫Austin Historical Society project (Gowalla,
SVNGR)•Austin Helps
Volunteer tracking with Gowalla, Help Attack!•Cactus Cafe performances
▫QRANK TX Music Trivia•News
▫QRANK current events trivia
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Our main social media principles•Go offline
▫Bring the digital connection to the community
•Don’t just share content▫Respect your readers & engage with their
viewpoints/experiences▫Engagement is constant, not sporadic▫Craft your content for the delivery method
•Be authentic▫No PR-vetted voice▫Let audience talk to content
producers/journalists