iabc maritime canada - flirting with facebook
DESCRIPTION
Presentation by Ryan McNutt, Dalhousie University, for IABC Maritime Canada Chapter. March 31, 2010.TRANSCRIPT
![Page 1: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/1.jpg)
![Page 2: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/2.jpg)
SOCIAL MEDIATEEN SEX
is like
- Everyone wants to do it
- No one actually knows how
- When finally done, there is surprise it’s not better
- Avinash Kaushik, Analytics evangelist, Google
![Page 3: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/3.jpg)
Sex/Social Media Ed:
1. What are you getting into?
2. Why are you getting into it?
3. How do you get into it? (without making too many mistakes along the way)
![Page 4: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/4.jpg)
1. What are you getting into?
![Page 5: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/5.jpg)
Social media is:
Online content that allows users to quickly and easily interact by:
responding to itcontributing to itsharing it with otherscustomizing its format/delivery
![Page 6: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/6.jpg)
![Page 7: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/7.jpg)
- 58 per cent of American newspapers allowed for user-generated photos on their website in 2008.
- 75 per cent allowed user comments in 2008; up from only 33 per cent a year earlier.
- In Atlantic Canada, there was an 82 per cent increase in the use of comment features on major news outlet websites in 2009.
-Chronicle Herald featuring Twitter updates on its election website and, with CBC, inviting Twitter and YouTube questions for their debate.
Consider this:
Source: Bivings Group, Dec 2008
Source: Mediabadger, Jan 2010
![Page 8: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/8.jpg)
Social media is really about…
Internet as information Internet as communication
The blurring of the line between broadcast and conversation
The digitizing of the social web
The rise of a new generation of “digital natives”
![Page 9: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/9.jpg)
Know your audience
![Page 10: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/10.jpg)
Your audience is hands-on.
![Page 11: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/11.jpg)
Your audience wants MY media, not mass media.
![Page 12: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/12.jpg)
Your audience is less patient.
![Page 13: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/13.jpg)
Your audience trusts each other(likely more than they trust you).
![Page 14: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/14.jpg)
Your audience isn’t faceless anymore.
![Page 15: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/15.jpg)
Your audience wants in.
![Page 16: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/16.jpg)
Source: Forrester Research
![Page 17: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/17.jpg)
Technographic profile of Canadians - 2008
Source: Forrester Research, Q3 2008
![Page 18: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/18.jpg)
Technographic profile of Canadians - 2009
Source: Forrester Research, Q3 2009
![Page 19: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/19.jpg)
Among younger users…
Online Canadians18-24
Online Canadians25-34
Source: Forrester Research, Q3 2009
![Page 20: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/20.jpg)
The Canadian big picture
49 per cent of Canadian Internet users make use of some sort of social media daily; that number has grown 48 per cent year-over-year.
Why they use it: 61 per cent: research potential purchases 63 per cent: keep up to date on news and information 40 per cent: communicate with organizations
56 per cent of online Canadians now have a profile on a social network; 85 per cent of those are on Facebook.
Social media use in Nova Scotia increased 32 per cent in 2009. Leading sites: Facebook, LinkedIn, Twitter, YouTube
Source: CNW/Leger Marketing, Apr 2009
Source: Ipsos-Reid, Jun 2009
Source: Mediabadger, Jan 2010
Source: CNW/Leger Marketing, Ap 2009
![Page 21: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/21.jpg)
2. Why are you getting into it?
![Page 22: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/22.jpg)
ConnectionsPull more value out of your relationship with target audiences by connecting more frequently in a familiar space.
![Page 23: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/23.jpg)
EmpowermentProvide your audience with the tools to market for you within their social networks.
![Page 24: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/24.jpg)
CommunityBuild a connected audience engaging with or around your brand/organization on a regular basis.
![Page 25: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/25.jpg)
PersonalityProvide a complimentary voice to your traditional institutional communications and leverage thought leadership.
![Page 26: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/26.jpg)
ListeningDetermine what your target audiences are saying about you and (potentially) responding.
![Page 27: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/27.jpg)
Dalhousie’s social media goals
Grow and maintain a positive reputation for Dalhousie through our engagement in the most popular social media destinations.
Strengthen our relationship with target audiences by providing opportunities for genuine two-way communication and interaction online.
Ensure that our news and information is accessible across the changing media landscape, keeping up with our audience’s needs and wants in a multi-platform web environment.
![Page 28: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/28.jpg)
Dalhousie’s social media values
Integration: Social media must be integrated with our broader communications and marketing strategies and tactics in support of the strategic objectives of the university.Engagement: Allowing our audiences to participate in our communications – by responding, customizing or contributing to them – enables a closer, more productive relationship with the university and provides us feedback to improve our communications and operations.Conversation: Endorsing public conversation allows our audiences learn from each other’s contributions, feel more connected to a community and gain trust and confidence in the university.
![Page 29: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/29.jpg)
3. How do you get into it? (without making too many mistakes along the way)
![Page 30: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/30.jpg)
Management
The doughnut The solar system
The tower
![Page 31: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/31.jpg)
Voice
The team The spokesperson The crowd The brand
![Page 32: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/32.jpg)
Resources
TimeYouthful nerd Cash
![Page 33: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/33.jpg)
Strategy
Start the conversation Join the conversation
Understand the conversation
![Page 34: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/34.jpg)
Planning
The scientific methodDefine your question
Observe
Investigate
Hypothesize
Experiment
Analyze
Re-test!
![Page 35: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/35.jpg)
Policy
Proactive Reactive
![Page 36: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/36.jpg)
Measurement
“No fate but what we make”
Community metrics Blog hits/comments Video downloads/shares Social networking members/comments/discussion
Other metrics Surveys Awareness studies Clickthroughs to key websites/destinations (Google Analytics = your best friend)
![Page 37: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/37.jpg)
Case study: Dalnews
![Page 38: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/38.jpg)
The model
Understand the conversationMonitoring of comments/discussionGoogle analytics to track connections to external websites (Facebook, Twitter)
Join the conversationLeverage Dalnews content on university Facebook PageUnique “Dalnews” Twitter account for university news
Start the conversationModerated comments on (almost) every storyWeekly discussion topicWeekly pollsSharing links for Facebook /Digg / StumbleUpon / delicious on all stories
![Page 39: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/39.jpg)
Results (past three months)
Social features418 comments on 109 stories – 3.8 comments/story199 comments on 9 discussions – 22.1 comments/discussion3460 poll votes on 13 polls – 260 votes/poll
Social destinationsUniversity Facebook Page – 872 visits to Dalnews; 10th most popular source
- Other Facebook links – 1,429 visits, ranking 9th578 Twitter followers – 379 visits to Dalnews, 16th most popular source
- Other Twitter links – only 62
Overall site analyticsDramatic rise on social relaunch in mid-2008 – 123% increase in unique visitors, 106% increase in page viewsConsistently the third or fourth most popular website for DalhousieHalf of our traffic still comes from three “push” platforms: listing of stories on the e-mail portal and two push e-mails (weekly e-mail, Notice Digest)
![Page 40: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/40.jpg)
Action
![Page 41: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/41.jpg)
Reaction
![Page 42: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/42.jpg)
Pre-action
![Page 43: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/43.jpg)
A few final thoughts…
Start small, stay integrated
Leading by example
Content > delivery
Dealing with the promiscuous and the abstinent
![Page 44: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/44.jpg)
Ryan [email protected]
@ryanmcnuttmcnutt.wordpress.com
facebook.com/ryanmcnuttLinkedin.com/in/ryanmcnutt
Dalhousie Universityfacebook.com/DalhousieUniversity
@dalnewsdalnews.dal.caYoutube.com/DalhousieU
Connect:
QUESTIONS?
![Page 45: IABC Maritime Canada - Flirting with Facebook](https://reader037.vdocument.in/reader037/viewer/2022110115/54bd33514a79593a3a8b46d6/html5/thumbnails/45.jpg)
Thank you for attending!Thank you for attending!Our next event will be a dine-around in April.
Please see our website for upcoming events. http://www.maritime.iabc.com/