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David Kamerer
David Kamerer

KanSPRA talk on understanding social media, developing social media strategy, and using effective tactics.

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Developing a social media strategy that’s right for you David Kamerer, PhD, APR School of Communication Loyola University Chicago
Developing a social media strategy that’s right for you David Kamerer, PhD, APR School of Communication Loyola 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 market Google Blogsearch Monitor with RSS “Leadership blog”
SMS messaging http://gizmodo.com/5644966/this- is-how-much-we-text-now
Takeaways: 1. Social media are pervasive 2. SMS 3. Facebook 4. Twitter 5. 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 analytics Discuss/implement measurement Set 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 media Students/parents/community Peers Activities: Set up RSS feeds/build Twitter lists/ Create dashboards
Principles: Go where the people are Social technographics profile Observation Qualitative/quantitative tools
Principles: Hub-and-spoke model Hub: your website Spokes: Facebook, Flickr, Twitter, YouTube, blogs, wherever you seek influence online
Principles: Inbound strategy Outbound strategy
(pause) Some tools and tactics:
RSS Google Reader Netvibes.com NetNewsWire/NewsGator Appmakr
Facebook FBML Branding Analytics •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/Tweetdeck Advanced Twitter Search search.twitter.com
Outbound Targeted email Leverage existing communications, collateral to push people online
Mobile trends: Rise of Android Fragmented marketplace Coupons on handset QR Codes Mobile to IRL Mobile 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 engines Publish maps Check-in games Review 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 games Your role: Establish your places Monitor reputation
Looking forward The “splinternet” HTML5 4G/prevalent WiFi Tablets Multi-touch Video Google TV/Internet TV
Your challenges Bullying Sexting Emergency communication Dealing with minors/en loco parentis Fragmented homes/audiences/levels of access Doing more with less Blurred lines between personal/work life No clear road map
For inspiration Ad Age Power 150 Mashable Smashing Magazine ReadWriteWeb Wired delicious.com/davidkamerer NY Times/Wall St. Journal
Books Groundswell Charlene Li & Josh Bernoff The New Rules of Marketing & PR David Meerman Scott The Networked Nonprofit Beth Kanter & Allison Fine Engage, Brian Solis Web Analytics 2.0, Avinash Kaushik
Thank you www.davidkamerer.com @davidkamerer

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