Packard socialmedia-lab-module-4-socialgraphics
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Leveraging Social Media: Understanding Strategy and Putting it into Practice Module 4: Understanding Your Audience’s Social Behavior ject is being generously supported by the David and Lucile Packard F
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Transcript of Packard socialmedia-lab-module-4-socialgraphics
Leveraging Social Media:Understanding Strategy and Putting it into Practice
Module 4: Understanding Your Audience’s Social BehaviorThis project is being generously supported by the David and Lucile Packard Foundation
Social Media Usage Is Almost Mainstream …Broadly speaking, the top 1,000 media sites fall into two categories
Publisher Media Social Media
• Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume
Page View ShareShare of all page views at the Top 1,000 Media sites, December 2007 – 2008
15%
85%
Publisher Media
Social Media2008
• Audience target group identification• Research from many sources• Social graphics: Pyramid of Engagement• Psychological Motivations
What You Need To Know to Design A Successful Social Strategy Success
Surveys, Focus Groups, Secondary Research, and Listening
Curating
Producing
Commenting
Sharing
Watching
Charlene Li and Jeremiah Owyang
Social Graphics: The Pyramid of Engagement
Most people watch videos on YouTube – few upload.
Watching
Sharing
Twitter enables real-time sharing.
Commenting
Facebook commenting and “Likes” simplified how users responded
to other people’s content.
Commenting includes rating and reviews.
Commenting
Producing
Curating
What psychological motivation drives their social participation?
Goals and rewardsMoods and feelingsKnowledge and learningGiving and receivingHelping and assistingAsking and answering
Photo by Franie
Share Pairs
Work in Pairs …
Use the worksheets and handouts to explore your own social graphics and those of your audience
Full Group Discussion
What do you know about how your audience behaves online?What do you know about what they love?What do you know about what turns them off?Do you need to learn more about your audience? If so, what?
