PRPD 2010 Social Media Strategy (PDF)

SOCIAL MEDIA STRATEGIESJanet Fouts – Social Media Coach

Monday, September 27, 2010

How does social media work?


Shirtless dancing guyDevin KellermanSasquatch music festival3.6 million viewsDerek Sivers – TEDThe “Shirtless Dancing Guy Theory of Leadership”


Goals for the campaignGrants and fundraisingLocal outreachBrand visibilityNews gathering and disseminationCommunityDiscussion of your content


Available resources?

FundsContentAbility to produceTimeExisting social presence


Who’s going to do it? InternsVolunteersStaffCorporate or personal ID?

Corporate policies


What resources are available?FundsContent (video, podcasts, articles)TimeExisting social presence



Measuring successTraffic to the website Increased audience1 new grantExpanded presence in searches Increase in supportersCommentingSocial media mentions


Find the right networks


Where are they?Don’t re-invent the wheelFind the networks people are already using Take the conversation to the listenersSocialMention.comSet up alertsReach out to other leaders


NPR on FacebookThe 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



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



Ask me anything JanetFouts.com [email protected] JanetFouts.comSocialMediaCoachingCenter.comTwitter- @JfoutsLinkedin - JanetFouts408.216.7423


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


WTMD and Social NetworkingAnd you thought having a personal account is a time waster.


• Return on Investment

• Branding

• Fundraising

• Staff Time

• Wasted Days and Wasted Nights

The General Managers Point of View


• Any one who wants to

• Surprisingly, most staff see it as an extra task, not fun thing

• Younger=Twitter

• Older=Facebook

Who Gets To Waste Their Time?


Pitfalls

• Personal life exposed

• Share more with your listeners than you want to

• Donors will comment on your personal life

• Your Bosses Will See it too

• AND NO THAT IS NOT ME


How it works

• Octopus like penetration

• Relies on Chain Letter Like pass along.

• Cut off one Tentacle close to the head and you loose lots of impressions

• People who don’t log onLimited # of FriendsNon-Sharers/Likers/Retweeters don’t spread your content


• Aggressive personal friending and suggesting they like your station’s page

• YOU MUST BE A FRIEND WHORE

• Encourage all staff, volunteers, donors, members, bail bondsmen to suggest your station page to their friends at least every other month

Do Enough People Like You?


Events

• Invite every one of your friends

• Encourage staff volunteers

• No one wants to go to a party that no one is invited to

• Post Videos asking folks to come

• Post Event Videos

•


What’s the Metric

• More is better

• Percentage of Followers/Fans to cume

• What else you got?

• I think you have to get to 10% of cume as Follower/Fans before you can even think about Social Media Benefiting Your Station


So Whose Got Enough to Matter

Station Cume Fans Percent

WTMD 65,000 4,646 7.1%

WYPR 164,000 1,732 1.0%

WXPN 306,800 25,531 8.3%

WHYY 427,300 4,940 1.1%

WBUR 509,700 7,170 1.4%

KDHX 84,300 8,516 10.1%


Some Things We’ve Learned

• Multiple Tweets during a single program can cause more retweeting

• Be Random---But Specifc

• DON’T read listeners Tweets/Postings on air

• Direct Listeners to Conversation

• Keep it Casual

• Quick Contests Work


Station Branding

• Only one station Account

• Jocks/Hosts do not use personal or vanity accounts

• But it’s ok to say “it’s Me” in postings

• The Station’s Air Studio is center of the social networking universe.

• Sulu, Take the Com



Goals

• Getting more comments and likes gets you more impressions on Facebook

• Getting more Retweets Gets you more impressions on Twitter

• What works is what gets the conversation moving

• Informational Posts have value too



Baltimore Band Block Party

• 10 Bands given individual pledge pages

• We provided Social Networking Tools

• Band with most contributors won prize package

• Each donor got a pair of tix to party

• WTMD netted $10,000


Pledge

• Video Testimonials

• WTMD Pledge Mix downloaded by listeners

• Social Media is not going to be a significant “direct source” of membership

• But--It does does develop deeper relationships that cause gifts to happen


Questions?


Business

PRPD 2010 Social Media Strategy (PDF)