IABC Maritime Canada - Flirting with Facebook

SOCIAL MEDIATEEN SEX

is like

- Everyone wants to do it

- No one actually knows how

- When finally done, there is surprise it’s not better

- Avinash Kaushik, Analytics evangelist, Google

Sex/Social Media Ed:

1. What are you getting into?

2. Why are you getting into it?

3. How do you get into it? (without making too many mistakes along the way)

1. What are you getting into?

Social media is:

Online content that allows users to quickly and easily interact by:

responding to itcontributing to itsharing it with otherscustomizing its format/delivery

- 58 per cent of American newspapers allowed for user-generated photos on their website in 2008.

- 75 per cent allowed user comments in 2008; up from only 33 per cent a year earlier.

- In Atlantic Canada, there was an 82 per cent increase in the use of comment features on major news outlet websites in 2009.

-Chronicle Herald featuring Twitter updates on its election website and, with CBC, inviting Twitter and YouTube questions for their debate.

Consider this:

Source: Bivings Group, Dec 2008

Source: Mediabadger, Jan 2010

Social media is really about…

Internet as information Internet as communication

The blurring of the line between broadcast and conversation

The digitizing of the social web

The rise of a new generation of “digital natives”

Know your audience

Your audience is hands-on.

Your audience wants MY media, not mass media.

Your audience is less patient.

Your audience trusts each other(likely more than they trust you).

Your audience isn’t faceless anymore.

Your audience wants in.

Source: Forrester Research

Technographic profile of Canadians - 2008

Source: Forrester Research, Q3 2008

Technographic profile of Canadians - 2009

Source: Forrester Research, Q3 2009

Among younger users…

Online Canadians18-24

Online Canadians25-34

Source: Forrester Research, Q3 2009

The Canadian big picture

49 per cent of Canadian Internet users make use of some sort of social media daily; that number has grown 48 per cent year-over-year.

Why they use it: 61 per cent: research potential purchases 63 per cent: keep up to date on news and information 40 per cent: communicate with organizations

56 per cent of online Canadians now have a profile on a social network; 85 per cent of those are on Facebook.

Social media use in Nova Scotia increased 32 per cent in 2009. Leading sites: Facebook, LinkedIn, Twitter, YouTube

Source: CNW/Leger Marketing, Apr 2009

Source: Ipsos-Reid, Jun 2009

Source: Mediabadger, Jan 2010

Source: CNW/Leger Marketing, Ap 2009

2. Why are you getting into it?

ConnectionsPull more value out of your relationship with target audiences by connecting more frequently in a familiar space.

EmpowermentProvide your audience with the tools to market for you within their social networks.

CommunityBuild a connected audience engaging with or around your brand/organization on a regular basis.

PersonalityProvide a complimentary voice to your traditional institutional communications and leverage thought leadership.

ListeningDetermine what your target audiences are saying about you and (potentially) responding.

Dalhousie’s social media goals

Grow and maintain a positive reputation for Dalhousie through our engagement in the most popular social media destinations.

Strengthen our relationship with target audiences by providing opportunities for genuine two-way communication and interaction online.

Ensure that our news and information is accessible across the changing media landscape, keeping up with our audience’s needs and wants in a multi-platform web environment.

Dalhousie’s social media values

Integration: Social media must be integrated with our broader communications and marketing strategies and tactics in support of the strategic objectives of the university.Engagement: Allowing our audiences to participate in our communications – by responding, customizing or contributing to them – enables a closer, more productive relationship with the university and provides us feedback to improve our communications and operations.Conversation: Endorsing public conversation allows our audiences learn from each other’s contributions, feel more connected to a community and gain trust and confidence in the university.

3. How do you get into it? (without making too many mistakes along the way)

Management

The doughnut The solar system

The tower

Voice

The team The spokesperson The crowd The brand

Resources

TimeYouthful nerd Cash

Strategy

Start the conversation Join the conversation

Understand the conversation

Planning

The scientific methodDefine your question

Observe

Investigate

Hypothesize

Experiment

Analyze

Re-test!

Policy

Proactive Reactive

Measurement

“No fate but what we make”

Community metrics Blog hits/comments Video downloads/shares Social networking members/comments/discussion

Other metrics Surveys Awareness studies Clickthroughs to key websites/destinations (Google Analytics = your best friend)

Case study: Dalnews

The model

Understand the conversationMonitoring of comments/discussionGoogle analytics to track connections to external websites (Facebook, Twitter)

Join the conversationLeverage Dalnews content on university Facebook PageUnique “Dalnews” Twitter account for university news

Start the conversationModerated comments on (almost) every storyWeekly discussion topicWeekly pollsSharing links for Facebook /Digg / StumbleUpon / delicious on all stories

Results (past three months)

Social features418 comments on 109 stories – 3.8 comments/story199 comments on 9 discussions – 22.1 comments/discussion3460 poll votes on 13 polls – 260 votes/poll

Social destinationsUniversity Facebook Page – 872 visits to Dalnews; 10th most popular source

- Other Facebook links – 1,429 visits, ranking 9th578 Twitter followers – 379 visits to Dalnews, 16th most popular source

- Other Twitter links – only 62

Overall site analyticsDramatic rise on social relaunch in mid-2008 – 123% increase in unique visitors, 106% increase in page viewsConsistently the third or fourth most popular website for DalhousieHalf of our traffic still comes from three “push” platforms: listing of stories on the e-mail portal and two push e-mails (weekly e-mail, Notice Digest)

Action

Reaction

Pre-action

A few final thoughts…

Start small, stay integrated

Leading by example

Content > delivery

Dealing with the promiscuous and the abstinent

Ryan McNuttryan.mcnutt@dal.ca

@ryanmcnuttmcnutt.wordpress.com

facebook.com/ryanmcnuttLinkedin.com/in/ryanmcnutt

Dalhousie Universityfacebook.com/DalhousieUniversity

@dalnewsdalnews.dal.caYoutube.com/DalhousieU

Connect:

QUESTIONS?

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