1. Vocalo.org Social Media Strategy by Meredith Trainor and Devon Smith April 2010

2. Vocalo.org: The Facts

3. What is Vocalo? 3 Click to watch on YouTube Engage Expand Empower

4. Vocalo.org: The Challenge

5. Current Social Media Efforts 5 Engage Expand Empower

6. Vocalo.org:The Strategy 6

7. Goal: Move users up engagement ladder 7 Engage Expand Empower

8. Step 1: Engaging Passive Users 8 Engage Expand Empower

9. 9 Website User Experience: C Engage Expand Empower

10. 10 Website User Experience: C No clear call to action Engage Expand Empower

11. 11 Limited search Website User Experience: C No clear call to action Engage Expand Empower

12. 12 Limited search Too much text Website User Experience: C No clear call to action Engage Expand Empower

13. 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 13 Engage Expand Empower

14. 14 Content Management System: A Engage Expand Empower

15. 15 Content Management System: A Easy Upload Engage Expand Empower

16. 16 Easy listening Content Management System: A Easy Upload Engage Expand Empower

17. 17 Easy listening Content Management System: A Easy Upload Real Time Engage Expand Empower

18. 18 Socialability Easy listening Content Management System: A Easy Upload Real Time Engage Expand Empower

19. 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 iPhoneapp for mobile upload 19 Engage Expand Empower

20. 20 A+ Blog: Engage Expand Empower

21. 21 Easy subscribe A+ Blog: Engage Expand Empower

22. 22 Socialability Easy subscribe A+ Blog: Engage Expand Empower

23. 23 Socialability Easy subscribe A+ Blog: Growth in traffic Engage Expand Empower

24. 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 24 Engage Expand Empower

25. Success Metrics 25 Engage Expand Empower

26. Goal: Expanding the Community 26 Engage Expand Empower

27. Step 2: Expanding Listenership 27 Engage Expand Empower

28. 28 B Facebook: Engage Expand Empower

29. 29 B Low adoption Facebook: Engage Expand Empower

30. 30 B Low adoption Facebook: Slow response time Engage Expand Empower

31. 31 Live streaming B Low adoption Facebook: Slow response time Engage Expand Empower

32. 32 Limited event promotion Live streaming B Low adoption Facebook: Slow response time Engage Expand Empower

33. Recommendation:Leverage Facebook Fan base Create an active community by posting once per day Respond to all fan comments Use Facebookpolls to engage users Provide learning modules for content creators to better promote their own content Consider Facebookapp for easier upload 33 Engage Expand Empower

34. 34 B Twitter: Engage Expand Empower

35. 35 B Twitter: Lists Engage Expand Empower

36. 36 B Twitter: Lists Link love Engage Expand Empower

37. 37 Irregular tagging B Twitter: Lists Link love Engage Expand Empower

38. 38 Irregular tagging B Twitter: Lists User names? Link love Engage Expand Empower

39. 39 Irregular tagging B Twitter: Not engaged Lists User names? Link love Engage Expand Empower

40. 40 Irregular tagging B Twitter: Not engaged Lists User names? Low adoption Link love Engage Expand Empower

41. 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 #pubmediaconversation 41 Engage Expand Empower

42. Success Metrics 42 Engage Expand Empower

43. Goal: Achieving Mission 43 Engage Expand Empower

44. Step 3: Empowering Community 44 Engage Expand Empower

45. 45 D Foursquare: Engage Expand Empower

46. 46 D Foursquare: Community Events Engage Expand Empower

47. 47 D Foursquare: Community Events Low adoption Engage Expand Empower

48. 48 Partnership D Foursquare: Community Events Low adoption Engage Expand Empower

49. Recommendation: Experiment with Location Based Services Foursquare Provide tips on local businesses “Explore your Hood” scavenger hunt 49 Community Events (Continue) documenting & engaging in local community events UGC Public Media Conference Host UGC conference Publish white papers online Engage Expand Empower

50. Success Metrics 50 Engage Expand Empower

51. Vocalo.org:The Plan

52. Rollout Strategy 52 Engage Expand Empower

53. Rollout Strategy 53 Engage Expand Empower

54. Rollout Strategy 54 Engage Expand Empower

55. Rollout Strategy 55 Engage Expand Empower

56. How much will it cost (this year)? 56 Engage Expand Empower

57. Building Organizational Capacity 57 Engage Expand Empower

58. But what if…? 58 Engage Expand Empower

59. Next Steps 59

60. Questions? 60 Thanks! @MerTrainor @devonvsmith

61. Appendix: Comparable Metrics 61 as of March 2010 Note: Compete.com public website stats don’t match internal tracking

62. Appendix:List of Tactics On line Off line Community Events Social/Public Media Conference Published reports Social Media Training Modules Ongoing evaluation & monitoring of the social media strategy Vocalo.org The Playground The Factory Game Mechanics UX Redesign Social Media Platforms Facebook Twitter Foursquare Mobile App 62

63. Wonder how we did this? 63

64. Wonder who we are? 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 will soon graduate with a Master of Environmental Science from Yale School of Forestry and Environmental Studies. Previously she worked with the AshokaChangemakersteam, 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. 64 Devon Smith Meredith Trainor Meredith and Devon met in the Social Media Management class at Yale SOM for which this project was created. Neither is gainfully employed, yet.

65. Special Thanks Michaela Daniel, Andrew Gill, Rob Levy, Dina Mayzlin, Ellis Reid, Silvia Rivera, and all of the folks at Vocalo 65