#getengaged - university of sheffield · #getengaged leon mallett @shefunilife @itsofficialleon...
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#GetEngaged
Leon Mallett @shefunilife @itsofficialleon Comms Tactician
Social media – what’s it for?
Social media – what’s it for?
“Communication is a core building block of knowledge, culture and society.” - Leon Mallett, BSc (Hons)
Social media is… Instant, open, global communication.
Think about everything humankind has achieved over the past 10,000 years with spoken and written communication. Think about what we’ve achieved in the past 100 years with electronic communication. Imagine what we could achieve in the next 25 years with instant, open, global communication.
Social media – what’s it for? The amazing transformative power of social media comes from its ability to translate to pretty much anything. You can use it for more or less anything you need it for.
Ahhha, but it can’t make my coffee can it! Well actually…
Key social media stats
Facebook 1.2 billion active users, accounts for around 50% of all mobile web traffic, 480 million people use Facebook for an average of 15 minutes every single day, which still makes it the biggest online time-sink YouTube 4 billion videos are viewed every day, it’s also the 2nd most popular search engine online Twitter over 500 million tweets per day, over 230 million unique active users. LinkedIn 260 million users (50% are active daily), majority of users between 30-55 years old Google+ 300 million active users, but low amount of meaningful activity. Reddit 70 million unique active users, 37 billion page views in 2012. WordPress 70 million WordPress blogs, 4.1 billion page views per month
Online newspaper readership stats
Top 10 largest online newspapers worldwide Daily Mail Online – 6.8 million The New York Times – 5.4 million The Guardian – 3.5 million Washington Post – 3.1 million Telegraph – 2.2 million The Wall Street Journal – 2.1 million LA Times – 2 million The Times of India – 1.8 million USA Today – 1.6 million NY Daily News – 1.3 million
6.8 million daily viewers
Online newspaper readership stats
Top 10 largest online newspapers worldwide Daily Mail Online – 6.8 million The New York Times – 5.4 million The Guardian – 3.5 million Washington Post – 3.1 million Telegraph – 2.2 million The Wall Street Journal – 2.1 million LA Times – 2 million The Times of India – 1.8 million USA Today – 1.6 million NY Daily News – 1.3 million
6.8 million daily viewers
Daily captive audience 19 million
IFLS – a global engagement project Made in Sheffield.
Credit: IFLScience
BUT, before we charge ahead into details about social media, let’s talk about purpose.
Purpose Organisation &
planning Action
Evaluation
Think purpose.
Everything ??? ???
Evaluation ???
Important point Social media is massive and very dynamic. Too massive and dynamic to wield. You need to focus.
The real power of social media comes from when it integrates with real life.
- #LiveEventAugmentation - Connection and conversation - Blended learning - Collaboration - Feedback and insight
A few great concepts
Cre
dit
: M
ind
Hac
ks.c
om
A concept has definition
I’d argue this is probably the best example of online academic communication.
Credit: Periodic Videos
I’d argue this is probably the best example of online academic communication.
A few key points 55 million total video views 350,000 YouTube subscribers 500 videos And there’s no reason why it should stop growing. Low cost & few specialist skills required. In many ways what they have created has a timeless value. And if something specific becomes out of date, they can always update it.
Credit: Periodic Videos
Exercise: What’s your concept?
Tools for the job
+
Leon’s communications theory 101
Who?
Someone specific
The Whole Planet
The answer to this question probably shouldn’t be: “Anyone who wants to” You should have a strong sense of who you want to engage with before you start producing communications
Why do you want people to engage? (Purpose)
Why would someone want to engage? (Empathy)
This misalignment is one of the most common stumbling blocks in communications
The two whys.
Law of the few. Connectors – lots of contacts Salesmen – persuasive and influential Mavens – Information specialists, highly reliable.
Stickiness factor.
Messages need to be memetic
The power of context. The environment/zeitgeist – matters a lot. It doesn’t matter how ‘sticky’ your message is. If you communicate your message at the wrong time, in the wrong place, to the wrong audience it won’t work. But, if you can understand the hivemind/FOTM, you can use it to leverage your message.
The medium is the message
Marshall McLuhen Credit: The Social Network (2010)
The medium is the message
Leon Mallett, BSc (Hons)
Twitter 101
Twitter.
The most influential video game of all time. - Charlie Brooker
Quick exercise You have an opportunity to send a single 140 character tweet to any living person on the planet, with the guarantee that they’ll read it and take some time to digest and contemplate it properly. Who would you tweet and what would you say?
In many ways Twitter is simpler than Facebook. - There is only one kind of account - The sign up process is very quick and easy - You don’t need to add personal details But there are a few basic features that you’ll need to get the hang of.
Normal tweet (can include link or picture) @Reply/direct tweet Tweet @CC Direct message Retweet RT retweet Favourite Hashtag
Normal tweet (can include link and/or picture)
@Reply/direct tweet
Tweet @CC
Credit: Dr Allan Pacey
Direct message
Retweet
RT retweet
Favourite
Hashtag
Lists
Credits: Twitter; Russell Group of Universities
Sharing is caring
Social sharing
• Do you surf the web any more? Most people bookmark their favourite sites and only really keep up-to-date with them.
• Isn’t that somewhat limiting given the vast size and scope of the world wide web?
• Reddit is a social news site, or an interest aggregator, where you can share, view & discuss content related to your interest.
• People each have their own favourite bookmarks – Reddit is a where it’s all pulled together. ‘Karma’ is the quality regulator.
Social sharing
Has the potential for an amazing reach
Social sharing reddit.com/r/science 6.9 million members
Credit: Reddit.com
Social sharing
Credit: Shaun Bloodworth
Credit: BBC News
Press release / Blog post
Tweet about it – Host a
Twitter Q&A
Share it on Facebook
Link back to a landing page on
your website
YouTube/Vimeo videos (embedded &
shared)
Share it on Reddit etc
G+ it, or host a Hangout
Share it on LinkedIn, write a
LinkedIn post
Pitch to
Press
The power of integration
Creative Asset
Deeper, richer podcast collection
with longevity
Do an r/Science
AMA
Increase Google rank &
visibility
Pitch to social
influencers
Remember this… Funnily enough…
Cre
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: Pe
rio
dic
Vid
eo
s C
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it:
Pro
f M
ark
Win
ter
Any questions? If you would like some support or advice on social media please feel free to get in touch with my team: [email protected]