Developing a social media strategy that’s right for you

David Kamerer, PhD, APRSchool of CommunicationLoyola University Chicago

Developing a social media strategy that’s right for you

David Kamerer, PhD, APRSchool of CommunicationLoyola University Chicago

The attention crash“We are reaching a point where the number of inputs we have as individuals is beginning to exceed what we are capable as humans of managing. The demands for our attention are becoming so great, and the problem so widespread, that it will cause people to crash and curtail these drains. Human attention does not obey Moore’s Law.”

- Steve Rubel, Edelman Digital

The social universe

FacebookFacebook YouTubeYouTube TwitterTwitter

US rank 2 4 8

Bounce rate 14 24 39

1-month reach 37 24 8

Page views 13 13 5

Time on site 32 19 7

#1 Referral Google FB FB

Social analytics

Source: Alexa.com

Blogs

Will vary by marketGoogle BlogsearchMonitor with RSS“Leadership blog”

SMS messaging

http://gizmodo.com/5644966/this-is-how-much-we-text-now

Takeaways:

1. Social media are pervasive2. SMS3. Facebook4. Twitter5. Mobile explosion

(pause)

Principles:

Think of social media as tactics;

Build these tactics into your planning model

Planning models:

R – P – I – E

P – O – S – T (Groundswell)

Activities: set up/gain access to analyticsDiscuss/implement measurementSet objectives/outcomes

What will you measure?

Referrals to your website • “likes” • followers • attendance • affective responses • outtakes (# posts, messages, etc.) • outcomes • whatever is important

Principles: the most important social media activity: listening

News mediaStudents/parents/communityPeers

Activities:Set up RSS feeds/build Twitter lists/Create dashboards

Principles:

Go where the people are

Social technographics profileObservationQualitative/quantitative tools

Principles:

Hub-and-spoke model

Hub: your websiteSpokes: Facebook, Flickr, Twitter, YouTube, blogs, wherever you seek influence online

Principles:

Inbound strategy

Outbound strategy

(pause)

Some tools and tactics:

RSS

Google ReaderNetvibes.comNetNewsWire/NewsGator

Appmakr

Facebook

FBMLBrandingAnalytics

•http://www.ignitesocialmedia.com/top-50-branded-facebook-fans-august-2010-fan-growth-slows/

Facebook trends:

Facebook everywhere (social plugins)

Mobile access

Privacy pushback

Twitter

Hootsuite/TweetdeckAdvanced Twitter Search search.twitter.com

Outbound

Targeted emailLeverage existing communications,

collateral to push people online

Mobile trends:

Rise of AndroidFragmented marketplaceCoupons on handsetQR Codes

Mobile to IRLMobile to transactions

Mobile:

•Mobile strategy for web•Listen in/kick tires•GOGO strategy•Don’t worry, be Appy•Augmented Reality• Integration via posterous.com

Curation opportunities

Register your locations:Search enginesPublish mapsCheck-in gamesReview sites

From the desktop:Google:www.google.com/local/add/businessCenter Yahoo:http://listings.local.yahoo.com/basic.php Bing:https://ssl.bing.com/listings/BusinessSearch.aspx

Create/publish/share:

Location information • maps • “extended phone book” 

Check-in gamesYour role:Establish your placesMonitor reputation

Looking forward

The “splinternet”HTML54G/prevalent WiFiTabletsMulti-touchVideoGoogle TV/Internet TV

Your challenges

BullyingSextingEmergency communicationDealing with minors/en loco parentisFragmented homes/audiences/levels of accessDoing more with lessBlurred lines between personal/work lifeNo clear road map

For inspiration

Ad Age Power 150MashableSmashing MagazineReadWriteWebWireddelicious.com/davidkamererNY Times/Wall St. Journal

BooksGroundswellCharlene Li & Josh Bernoff

The New Rules of Marketing & PRDavid Meerman Scott

The Networked Nonprofit Beth Kanter & Allison Fine

Engage, Brian Solis

Web Analytics 2.0, Avinash Kaushik

Thank you

www.davidkamerer.com

@davidkamerer