Vocalo Social Media Presentation v2

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Vocalo.orgSocial Media Strategyby Meredith Trainor and Devon Smith

April 2010

+Vocalo.org: The Facts

3+What is Vocalo?

Engage ExpandEmpower

Click to watch on YouTube

http://www.youtube.com/watch?v=ipagcrHAIZ0

http://www.youtube.com/watch?v=ipagcrHAIZ0

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Vocalo.org: The Challenge

5+Current Social Media Efforts


+Vocalo.org:The Strategy

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7+Goal: Move users up engagement ladder


8+Step 1: Engaging Passive Users


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CWebsiteUserExperience:


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No clear call to action


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Limited search


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Limited search

Too much text


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Recommendation: The Playground

Study potential user experience improvements

Re-launch website with improved design that features UGC

Create a space for users to contribute to “celebrity blogger” content


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AContent Management System:


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Easy Upload



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Easy Upload

Easy listening



17+

Easy UploadReal Time

Easy listening



18+Socialability

Easy UploadReal Time

Easy listening



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Recommendation: The Factory

Create a space for users to experiment with content upload

Give users more resources for learning on site and online

Long term: consider developing an iPhone app for mobile upload


20+

A+

Blog:


21+Easy subscribe

A+

Blog:


22+Easy subscribe

Socialability

A+

Blog:


23+Easy subscribe

Socialability

Growth in traffic

A+

Blog:


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Recommendation: Utilize game mechanics

Reward great content by redesigning digg-style commenting system

Reward prolific users with greater moderator control

Make content upload process fun

Expand topical content by challenging users to content missions


25+Success Metrics


26+Goal: Expanding the Community


27+Step 2: Expanding Listenership


28+

BFacebook:


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BFacebook:Low adoption


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BFacebook:

Slow response time

Low adoption


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BFacebook:

Slow response time

Live streaming

Low adoption


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BFacebook:

Slow response time

Live streaming

Low adoption

Limited event promotion


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Recommendation: Leverage Facebook Fan base

Create an active community by posting once per day

Respond to all fan comments

Use Facebook polls to engage users

Provide learning modules for content creators to better promote their own content

Consider Facebook app for easier upload


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BTwitter:


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BTwitter:

Lists


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BTwitter:

Lists

Link love


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BTwitter:

Lists

Link love

Irregular tagging


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BTwitter:

User names?

Lists

Link love

Irregular tagging


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BTwitter:

User names?

Lists

Link love

Irregular tagging

Not engaged


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BTwitter:

Low adoption

User names?

Lists

Link love

Irregular tagging

Not engaged


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Recommendation: Drive Vocalo.org traffic via Twitter

Drive the conversation you want to have by tweeting on topic, often

Build lists of content creators and curators by expertise or interest

Provide learning modules for content creators to better promote their own content

Contribute to #pubmedia conversation


42+Success Metrics


43+Goal: Achieving Mission


44+Step 3: Empowering Community


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DFoursquare:


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DFoursquare:Community Events


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DFoursquare:

Low adoption

Community Events


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DFoursquare:

Low adoption

Community Events

Partnership


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Recommendation: Experiment with Location Based Services

Foursquare Provide tips on local businesses “Explore your Hood” scavenger

hunt


Community Events (Continue) documenting &

engaging in local community events

UGC Public Media Conference Host UGC conference Publish white papers online

50+Success Metrics


+Vocalo.org:The Plan

52+Rollout Strategy

Platform 0-6 months

Vocalo.org Study how to improve UX

Facebook Launch campaign

Twitter Build lists of content creators & curators

Foursquare Study current local uses of Foursquare

Social Media Strategy

Build dashboard of key metrics

Vocalo Hire a community manager & an analystEngage Expand

Empower

53+Rollout Strategy

Platform 0-6 months < 1 year


Relaunch vocalo.org


Develop teaching modules


Launch campaign to gain followers


Build “tips” & host scavenger hunt



Evaluate implementation

Vocalo Hire a community manager & an analyst

Report on implementation


54+Rollout Strategy

Platform 0-6 months < 1 year 1-3 years


Relaunch vocalo.org

Create mobile application



Maintain



Develop teaching modules to empower users



Use venue popularity as a reporting tool




Adapt to new platforms & uses



Establish expertise in social public mediaEngage Expand

Empower

55+Rollout Strategy

Platform 0-6 months < 1 year 1-3 years 3+ years


Relaunch vocalo.org

Create mobile application

License mobile app to stations



Maintain



Develop teaching modules to empower users

Maintain



Use venue popularity as a reporting tool

Maintain




Adapt to new platforms & uses



Establish expertise in social public media

Host conference on social public mediaEngage Expand

Empower

56+How much will it cost (this year)?


57+Building Organizational Capacity


58+But what if…?


59+Next Steps

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+Questions?

Thanks!@MerTrainor@devonvsmith

61+Appendix: Comparable Metrics

Website Visits

Facebook Fans

Twitter Followers

YouTube Views

Vocalo 164 K 1,961 869 7,116

WBEZ 300 K 10,921 14,920 40,926

WGBH 128 K 3,731 2,193 24,041

PRI 57 K 6,020 11,374 668,048

NPR 6.5 M 762,273 22,250 1,154,818

Last.fm 2.9 M 96,299 35,735 124,187

Podcast Ally 94 K 0 271 n/a

as of March 2010Note: Compete.com public website stats don’t match internal tracking

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Appendix:List of Tactics

Vocalo.org The Playground The Factory Game Mechanics UX Redesign

Social Media Platforms Facebook Twitter Foursquare

Mobile App

Community Events

Social/Public Media Conference Published reports

Social Media Training Modules

Ongoing evaluation & monitoring of the social media strategy

On line Off line

63+Wonder how we did this?

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Wonder who we are?

Meredith will soon graduate with a Master of Environmental Science from Yale School of Forestry and Environmental Studies. Previously she worked with the Ashoka Changemakers team, did field research in Nepal, and graduated from Hobart and William Smith Colleges in Geneva, NY, as a double-major in Environmental Studies and Political Science.

Devon will soon graduate with a Master of Business Administration from Yale School of Management and a Master of Fine Arts in Theatre Management from Yale School of Drama. Previously, she has worked in marketing and development for arts organizations across the country and earned two bachelor degrees from the University of Washington.

Meredith Trainor Devon Smith

Meredith and Devon met in the Social Media Management class at Yale SOM for which this project was created. Neither is gainfully

employed, yet.

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+Special ThanksMichaela Daniel, Andrew Gill, Rob Levy, Dina Mayzlin, Ellis Reid, Silvia Rivera, and all of the folks at Vocalo

Vocalo Social Media Presentation v2

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Transcript of Vocalo Social Media Presentation v2