Download - 2.0 Communications for CFEA
Communicating with your audiences in a 2.0 world
Melanie Moran
Vanderbilt University News Service
May 17, 2008
Today we’ll talk about
• How communications have changed
• Definitions of social media
• The importance of conversations
• Audience expectations
Then…
• Press releases (faxed)
• Newsletters (mailed)
• Magazines (print only)
• Mainstream media coverage
• Top down control
• One-way
Now…
• We still write press releases and publish magazines but…
• 24/7 news cycle
• Blogs
• Video
• Podcasts
• Two-way
What is social media / Web 2.0?
• Digital tools and services that allow content creation with little to no technical knowledge
• Consumer-created content
• Personal profiles
• Shared interests / online communities
• Mashing together peoples’ work for enhancement or entirely new purposes
Social networks
•MySpace
•YouTube
•Flickr
•Blogs
•Del.icio.us
•Friendster
•Wikis
•And on and on…
“Join the conversation”
• Dozens / hundreds / thousands of conversations taking place every day online about your organization
• Who is talking? Who is listening?
• What are they saying?
• What are you saying in response?
Why join the conversation?
• To correct misconceptions
• To provide less formal interaction with your organization
• To strengthen connection to your organization
• To continue sense of community
• To strengthen your brand
But before you start talking…• Listen
• Read
• Ask
• Plan
• Implement
• Listen / Monitor
• Regroup
• Revise
But I publish a magazine!
• Continued demand and need for printed news
• Opportunity to re-purpose magazine content
• Opportunity to lengthen life of content
• Imperative to make written content relate to and reference digital supplements
Okay, I want to play. Now what?
• Survey available tools
• Choose tools and strategies that fit your strengths
• Plan goals for campaign
• Implement
Vanderbilt & Podcasts
• History of online audio
• New “content” generated everyday
• Omnivore approach
• Partnered with the Big Brand
Vanderbilt & Video
• Identified growth area
• Corralled talent
• Again, leveraged partnershipswww.youtube.com/vanderbilt
• Video caveat - Remember, you’re not Spielberg, and you don’t have to be!
Measuring success
• Determine who you are reaching and how
• Measurement built into many social media tools
• Third party companies exist to help measure your campaign and also your “conversations”
Integration
Social media in a crisis
• Immediate information
• Opportunity for connection
• Rumor control
• Ongoing updates
• Portability
Social media is the crisis
• Juicy Campus
• Bad Jocks
• CollegeSnafu
Contact
• Melanie MoranAssistant Director, Vanderbilt News Service(615) 322-7970melanie.moran@vanderbilt.edublogvu.wordpress.comtwitter.com/melaniemoran