PRPD- Creating a Social Media Strategy (ppt)
25
SOCIAL MEDIA STRATEGIES Janet Fouts – Social Media Coach
-
Upload
janet-fouts -
Category
Business
-
view
4.271 -
download
2
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 of PRPD- Creating a Social Media Strategy (ppt)
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 [email protected] 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
