cutting through the clutter (acp 2016)
TRANSCRIPT
CUTTING THROUGHTHE CONTENT CLUTTEROR … HOW TO STAND OUT IN THE CROWD
Dr. Kay O’Donnell, North Central College, Naperville, Ill.
THE GOOD NEWS … Social media offers
channels for reaching a larger audience than ever before.
Social media transcends age, race, culture, socio-economic status, etc. unlike traditional media.
AUDIENCE + BRAND LOYALTY
For student media this means: current students, prospective students, alum, extended family and more.
CREATING THAT LOYALTY … Takes time, patience
and dedicated effort (and sometimes money) to grow and maintain an audience – these can be in short supply for student media.
WHERE’S THE AUDIENCE? – PEW ’15
72% of online U.S. adults 82% between 18-29 31% of online U.S. adults 37% between 18-29
28% of online U.S. adults 55% between 18-29
GETTING STARTED: Know your audience How do they get information? Pick the most relevant social
media forms for your audience: Twitter vs. Instagram
The 80% to 20% rule
80/20 RULE AT WORK
80%
20%
MAKE A PLAN ~ THE BIG 3
Designated person or, preferably, team
What’s your voice? what type of messages matter? tone/style of the content
Schedule posts: routine/consistency is important
CASE STUDY: NCClinked.com
NCClinked.com The website is the product Maintains 3 primary channels (FB, Twitter,
Instagram) and 2 secondary (YouTube, Pinterest)
Social media serves two functions: drive traffic to the site offer original “social-only” content
content serves to heighten NCClinked brand
DRIVING TRAFFIC …
DRIVING TRAFFIC …
2½ year period
‘BOOSTED’ CONNECTION:
RAISING THE BAR
DATA TELL STORIES: lessons?
DATA TELL STORIES: lessons?
