SOCIAL MEDIA STRATEGIES

Janet Fouts – Social Media Coach

How does social media work?

Shirtless dancing guy

Devin Kellerman Sasquatch music festival 3.6 million views Derek Sivers – TED The “Shirtless Dancing Guy Theory of

Leadership”

Goals for the campaign

Grants and fundraising Local outreach Brand visibility News gathering and dissemination Community Discussion of your content

Available resources?

Funds Content Ability to produce Time Existing social presence

Who’s going to do it?

Interns Volunteers Staff Corporate or personal

ID? Corporate policies

What resources are available? Funds Content (video, podcasts, articles) Time Existing social presence

Measuring success

Traffic to the website Increased audience 1 new grant Expanded presence in searches Increase in supporters Commenting Social media mentions

Find the right networks

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

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

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

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.

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.

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

Ask me anything

JanetFouts.com Janet@JanetFouts.com JanetFouts.com SocialMediaCoachingCenter.com Twitter- @Jfouts Linkedin - JanetFouts 408.216.7423

PRPD-KUT Austin 90.5 kut.orgSocial MediaStrategies

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

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

Demographics

Ask questions, multimedia focus

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

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

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