Messaging 101: Crafting Your Message to Engage the Media (and Other Audiences) March 18, 2011.
Using Social Media to Engage Your Audiences
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Transcript of Using Social Media to Engage Your Audiences
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
October 15, 2009
2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Presented by Michael McPherson, Partner and Creative Director | [email protected], and Ryan Evans, Director of Experience Design | [email protected]
Using Social Media to Engage Your Audiences
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Agenda
1. Quick introduction to Corey McPherson Nash
2. What is social media?
3. Why should we care?
· Personally
· Professionally
4. How do we use it?
5. What it means for schools
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Agenda
Rules of today:
We believe in walking the walk
· Live Tweeting #coreyaisne
· Continue the conversation
http://www.corey.com/whatisthoughtful
http://www.slideshare.com
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Corey McPherson Nash
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Corey McPherson Nash
THOUGHTFUL BRANDING AND DESIGN
Create distinctive, compelling brands and experiences
• Our goal is to evolve, enhance and protect our clients’ brands
• Our approach to social media is strategic
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
What is a brand?
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
“Your brand is what people say about you when you leave the room.”
– Jeff Bezos, founder and CEO, Amazon
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Brand Strategy
RELEVANT
SUSTAINABLEDIFFERENTIATED
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Brand Strategy
Strategic Plan
• Growth Objectives
• Target Markets
• Market Landscape
• Competitive Landscape
Brand Strategy
• Brand Perception
• Brand Architecture
• Brand Position
• Messaging Strategy
Execution
• Overall Look & Feel
• Community Outreach
• Social Media
• Public Relations
• Online/Off-line
Communication Pieces
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
What is social media?
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
What is Social Media?
Social media are primarily Internet-based tools
for sharing and discussing information among
human beings. This interaction, and the manner
in which information is presented, depends on
the varied perspectives and “building” shared
meaning among communities, as people share
their stories and experiences. - Wikipedia
shared meaning among
communities, as people share
their stories and experiences.
Creating a shared meaning is about creating a
distinct, compelling and meaningful BRAND
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
What is Social Media?
Social media are media designed to be disseminated through
social interaction, created using highly accessible and scalable
publishing techniques. Social media supports the human need for
social interaction, using Internet- and web-based technologies to
transform broadcast media monologues (one to many) into social
media dialogues (many to many). It supports the democratization of
knowledge and information, transforming people from content
consumers into content producers. – Wikipedia (as of October 14,
2009)
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
What is Social Media?
What it is:· Transparent
· Easy to use
· Engaging, reciprocal
· Blog, Flickr, Facebook, Twitter, YouTube, Wiki
What it is not:
· Filtered, edited
· Difficult to use
· Broadcast, one-way street
· Email, IM, podcast, RSS, Web site
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Social media interrupts:
· Isolation
· Control
· Hierarchy
Jascha Franklin-Hodge, Chief Technology Officer & Founding Partner, Blue State Digital
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
What is Social Media
Telling Statistics
·Twitter's site traffic grew 800% from March 2008 – March 2009
· 14 million unique visitors in March; 8 million in February 2009
·Facebook has 68,557,534 January 2009; 200 million worldwide
(up 116 percent)
·MySpace is at 58,555,800 unique visitors; 126 million worldwide.
·9 million blogs
· 40,000 new ones/day
http://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising and http://news.cnet.com/8301-17939_109-10160850-2.html
IT’S OVER.
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Why should we care?
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Personally
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Why In the World Would I Do This?
“It was so far from sharing what you had for breakfast – yet it only works because it’s the same place where people talk about breakfast.”
Evan Williams, Twitter Chief Executive referring to people using
Twitter during the gasoline shortage in Atlanta last fall
“Putting Twitter’s World to Use,” New York Times, April 14, 2009
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Why In the World Would I Do This?
Since the 1960s, there is a decline of “social capital”: connections among individuals – social networks and the norms of reciprocity and trustworthiness that arise from them.
Bowling Alone by Robert Putnam
http://www.bowlingalone.com/
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Why In the World Would I Do This?
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Why In the World Would I Do This?
“As among primates, those humans who are best able to manipulate social networks to their advantage thrive, and that ability may be genetically encoded.”
From a review by Scott Stossel of
CONNECTED: The Surprising Power of Our Social Networks and How They Shape Our Lives
by Nicholas A. Christakis and James H. Fowler
New York Times Book Review, October 1, 2009
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Why In the World Would I Do This?
Social networks provide individuals:
· Anticipated reciprocity (I post, you respond)
· Increased recognition (I blog, you comment)
· Sense of efficacy (Wikipedia)
Peter Kollack, The Economies of Online Cooperation: Gifts and Public Goods in Cyberspace (1998)
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Why In the World Would I Do This?
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Why In the World Would I Do This?
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Why In the World Would I Do This?
3. Have more “friends”
Dunbar Number = 150
· According to British anthropologist Robin Dunbar, there is an
upper limit on the number of people with whom we can maintain a
stable inter-personal relationship.
“Brave New World of Digital Intimacy,” The New York Times, September 7, 2008
X 3
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Why In the World Would I Do This?
3. Have more “friends”
“Are people who use Facebook and Twitter increasing their
Dunbar number, because they can so easily keep track of so
many more people?”
“Brave New World of Digital Intimacy,” The New York Times, September 7, 2008
X ?
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Why In the World Would I Do This?
3. Have more “friends”
According to one researcher, constant contact online had made
close ties “immeasurably richer,” but had not increased the
number of close friends and family. “But where their sociality had
truly exploded was in their ‘weak ties’ – loose acquaintances,
people they knew less well.”
“Brave New World of Digital Intimacy,” The New York Times, September 7, 2008
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Why In the World Would I Do This?
4. Get answers; good referrals
· In social media, it is often the weak links that have the most value.
“Brave New World of Digital Intimacy”, The New York Times, September 9, 2008
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Why In the World Would I Do This?
4. Get answers; good referrals
“Social Media: The Next Great Gateway for Content Discovery?,” Jon Gibs, VP Media Analytics, Nielson Research, October 5, 2009
http://blog.nielsen.com/nielsenwire/online_mobile/social-media-the-next-great-gateway-for-content-discovery/
“Socializers trust what their friends have to say and social media acts as an
information filtration tool. This is key because Socializers gravitate towards
and believe what is shared with friends and family. If your friend creates or
links to the content, then you are more likely to believe it and like it.”
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Why In the World Would I Do This?
4. Get answers; good referrals
“Social Media: The Next Great Gateway for Content Discovery?,” Jon Gibs, VP Media Analytics, Nielson Research, October 5, 2009
http://blog.nielsen.com/nielsenwire/online_mobile/social-media-the-next-great-gateway-for-content-discovery/
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Why In the World Would I Do This?
4. Get answers; good referrals
“I outsource my entire life,” she said. “I can solve any problem on Twitter in six minutes.”
Laura Fitton, a social-media consultant with more than 39,000 followers on Twitter.
“Brave New World of Digital Intimacy”, The New York Times, September 9, 2008
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Why In the World Would I Do This?
4. Get answers; good referrals
“Twitter reverses the notion of the group,” said Paul Saffo, the
Silicon Valley futurist. “Instead of creating the group you want,
you send it and the group self-assembles.”
http://www.nytimes.com/2009/04/14/technology/internet/14twitter.html
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Why In the World Would I Do This?
1. Ambient awareness of others
2. A way to feel “less alone”
3. Have more “friends”
4. Get answers; good referrals
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Professionally
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Our clients are not saying,
“Make us ads” or “Make us Web sites”
They’re saying,
“Create interaction between our brand and our customers.”
That’s our job now.
Executive Creative Director of the Nike account at R/GA “Multiscreen Mad Men” New York Times 11.23.08
http://www.nytimes.com/2008/11/23/magazine/23roundtable-t.html?scp=3&sq=multimedia%20mad%20men&st=cse
Why Should We Care?
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Corey’s Top Six Rules of Social Media:
1. Be authentic.
2. Fortify. Strengthen your current audience and engage new ones.
3. Connect. Publish content that invites your audience to participate. (Don’t sell, sell, sell.)
4. Be remarkable. Give your audience things to remark on.
5. Get outside (your site).Participate in other discussions, not just your own.
6. Embrace organic planning. Establish a plan, but be ready to adjust.
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Case Study
Obama: The Brand
Why Should We Care?
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Messaging Strategy:
Platform:
Change We Can Believe In
Signified: Hope
Tone: Positive, inclusive
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Social Media Approach
2008 Presidential Campaign Social Media Stats:
2,379,102supporters
620,359supporters
1,792 videos uploaded since 11.06
114,559subscribers
329 videos uploaded since 2.07
28,419subscribers
112,474followers
4,603followers
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
1. Yes We Can - Barack Obama Music Video
14,379,890 views, 404 blog posts
2. Wassup 2008
5,300,606 views, 665 blog posts
Most impactful videos of the campaign:
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
3. I Got a Crush...On Obama By Obama Girl
12,278,288 views, 259 blog posts
4. Barack Roll
2,858,259 views, 263 blog posts
5. American Stories, American Solutions: 30 Minute Special
1,932,787 views, 547 blog posts
Morningside Analytics http://tinyurl.com/66ojww
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Of the top 5 influential videos:
3 were professionally produced
2 were moving
2 were funny
1 was officially from the campaign
All were remarkable.
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Corey’s Top Six Rules of Social Media:
1. Be authentic.
2. Fortify. Strengthen your current audience and engage new ones.
3. Connect. Publish content that invites your audience to participate. (Don’t sell, sell, sell.)
4. Be remarkable. Give your audience things to remark on.
5. Get outside (your site).Participate in other discussions, not just your own.
6. Embrace organic planning. Establish a plan, but be ready to adjust.
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
“Your brand is what people say about you when you leave the room.”
– Jeff Bezos, founder and CEO, Amazon
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
How do we use it?
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Content Is KingConversatio
n
Content is just something to talk about.
- Corey Doctrow
http://www.boingboing.net/2006/10/10/disney-exec-piracy-i.html
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Social MediaStrategy Matters
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Tweets sent vs. receivedMonth of September 2009
@DeanElmore1936 followers
@Suffolk_U1329 followers
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
·
• Great content• Has a face• Listens to campus buzz• Expresses an opinion• Queries his audience• Comments on outside
sites
@DeanElmore1936 followers
@Suffolk_U1329 followers
• Announcements and headlines
• On-campus focus• Occasional shout-outs
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Engagement
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Getting to Engagement
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Social Media Monitoring
Why should you listen?
· Brand perception
· What are people saying about you?
· Respond to questions or misperceptions
· Insert yourself into conversations about your organization
· Crisis management
· When something happens you want to be ready to respond.
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Social Media Monitoring
What should you listen for?
· Your brand
· Who is talking about you?
· What are they saying?
· Your peers and competitors
· Are there best practices we can learn from?
· Your category
· What are people saying about your area of focus?
· E.g., “New Hampshire prep schools”, “sixth grade art programs”
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Social Media Monitoring
How do you listen?
· Free tools
· Google Alerts
· Twitter Search
· TweetScan
· SocialOomph
· Paid Tools
· SM2 from Techrigy
· HubSpot
· Radian 6
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Ok, I’m listening.
Now what?
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Getting to Engagement
1. WHO do you want to reach
- Who are they listening to?
2. WHAT are your goals?
- How do you want to shift the discussion?
3. HOW will you engage in relationships?
- What are your messages? How will you nurture them?
4. LAUNCH your social media strategy
- Select your channels
- Identity your resources.
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
1. WHO do you want to reach?
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Getting to Engagement: WHO
Sample Audiences
· Prospective students & families
· Alumni
· Prospective faculty and staff
· College admissions officers
· Peer institutions
· The media and bloggers
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Getting to Engagement: WHO
Know your audience
· Market research
· Interviews
· Monitoring online discussions
· Audience personas
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Getting to Engagement: WHO
21%
37%
19%
35%
69%
25%
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
2. WHAT are your goals?
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Planning Your Strategy: WHAT
· Sample Goals
· Brand perception
· Monitor your school’s brand online
· Differentiate your program
· Attract and nurture communities
· Increase number and quality of applicants
· Engage your alumni community
· Recruit
· Attract top faculty and college recruiters
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Planning Your Strategy: WHAT
· Your social media goals should align with your business objectives:
· Strategic plan
· Branding goals
· Marketing plans
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Example: Shift Brand Perception
http://twitter.com/comcastcares
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Example: BB&N Senior Tiles
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
3. HOW will you engage in relationships?
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Planning Your Strategy: HOW
· Sample Strategies
· Query your audience
· Energize your advocates
· Facilitate discussions
· Build communities
· Crowdsource ideas
· Just watch
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Planning Your Strategy: HOW
Make sure your engagement strategy will work for you.
· It has to be comfortable.
· It has to match your culture & personality.
· It has to fit with your available resources.
· It has to be part of your work flow.
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Corey’s Top Six Rules of Social Media:
1. Be authentic.
2. Fortify. Strengthen your current audience and engage new ones.
3. Connect. Publish content that invites your audience to participate. (Don’t sell, sell, sell.)
4. Be remarkable. Give your audience things to remark on.
5. Get outside (your site).Participate in other discussions, not just your own.
6. Embrace organic planning. Establish a plan, but be ready to adjust.
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Example:
Boston University’s Dean of Students·Authentic
·Builds Connections
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Example: Authenticity
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Example:
MIT Undergraduate Admissions Blogs·Gives Reasons to Participate
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Example: Connection and Participation
http://www.mitadmissions.edu
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Example:
Worcester Academy and the Inauguration·Be Remarkable
·Get Outside
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Example: Get Outside Your Site and Be Remarkable
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Planning Your Strategy: HOW
· Begin with a strategy
· Be specific about your execution
· Plan – and adjust if necessary
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Example: Social Media Execution
How @jowyang uses Twitter
As a shared feed reader
As a chat room
To capture events
Listening tool
How @jowyang doesn’t use Twitter
Personal minutia
Excessive personal discussion
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
4. LAUNCH your social media strategy
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Planning Your Strategy: Launch
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
The Channel
Dip your toes in. Get a feel for how the various channels and their communities work.
But focus your resources. Don’t bite off more than you can chew.
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Planning Your Strategy: LAUNCH
Evaluate the channels:
· Are your target constituencies using it?
· How are they using it?
· Will the technology support the ways in which you want to engage?
· Is it an open platform?
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Summing Up
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Corey’s Social Media Process
1. WHO do you want to reach?
- Who are they listening to?
2. WHAT are your goals?
- How do you want to shift the discussion?
3. HOW will you engage in relationships?
- What are your messages? How will you nurture them?
4. LAUNCH your social media strategy
- Select your channels
- Identify your resources.
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2009 Corey McPherson Nash | Proprietary Content | For more information, email [email protected]
Thank you!· http://www.corey.com
· http://twitter.com/cmntweets
· http://www.facebook.com/coreymcphersonnash
· http://www.flickr.com/photos/26011447@N03/