Shirtless dancing guyDevin KellermanSasquatch music festival3.6 million viewsDerek Sivers – TEDThe “Shirtless Dancing Guy Theory of Leadership”
Monday, September 27, 2010
Goals for the campaignGrants and fundraisingLocal outreachBrand visibilityNews gathering and disseminationCommunityDiscussion of your content
Monday, September 27, 2010
Available resources?
FundsContentAbility to produceTimeExisting social presence
Monday, September 27, 2010
Who’s going to do it? InternsVolunteersStaffCorporate or personal ID?
Corporate policies
Monday, September 27, 2010
What resources are available?FundsContent (video, podcasts, articles)TimeExisting social presence
Monday, September 27, 2010
Measuring successTraffic to the website Increased audience1 new grantExpanded presence in searches Increase in supportersCommentingSocial media mentions
Monday, September 27, 2010
Where are they?Don’t re-invent the wheelFind the networks people are already using Take the conversation to the listenersSocialMention.comSet up alertsReach out to other leaders
Monday, September 27, 2010
NPR on FacebookThe NPR Facebook Survey was conducted online and deployed July 12-19, 2010.
Respondents were recruited through messages posted on NPR’s Facebook page.
33,304 respondents
Audience Insight and Research
Monday, September 27, 2010
NPR on Facebook
slideshare.net/nprresearch
Preferences and Habits of NPR’s Facebook Fans
July 2010
Prepared for NPR’s Social Media DeskReport by Noel Cody
Audience Insight and Research
Monday, September 27, 2010
Facebook Use and Online Behavior
Frequency of Facebook Use Almost all respondents (96%)
access Facebook at least once per day.
How Fans Access NPR: About 3 of every 4 respondents
listen to NPR on the radio. 1 of every 5 respondents uses
the iPhone app. Almost 3 in 10 listen to NPR
podcasts. Fewer than 1 in 10 follow NPR on
Twitter.
Source: NPR Facebook Survey, July 2010
For many of the charts in this summary, a given question’s most popular response will be highlighted with a green bar.
Monday, September 27, 2010
News online About 3 of every 5 respondents
get most or all of their news online.
News on Facebook 3 of every 4 agree that Facebook
is a major way in which they receive news and information from NPR.
About half agree that Facebook is a major way for them to receive information from news organizations in general.
NPR stories on Facebook 84% have indicated that they
often click through to NPR stories that are posted on Facebook.
Facebook Use and Online Behavior
Source: NPR Facebook Survey, July 2010
Facebook is a major way for me to receive news and information from NPR.
Facebook is a major way for me to receive news and information from news organizations in general.
Monday, September 27, 2010
NPR on Facebook
slideshare.net/nprresearch
Preferences and Habits of NPR’s Facebook Fans
July 2010
Prepared for NPR’s Social Media DeskReport by Noel Cody
Audience Insight and Research
Monday, September 27, 2010
Ask me anything JanetFouts.com [email protected] JanetFouts.comSocialMediaCoachingCenter.comTwitter- @JfoutsLinkedin - JanetFouts408.216.7423
Monday, September 27, 2010
How do we get everyone on board?• Metrics▫Regularly track site traffic and social media’s
influence• Start with the key influencers• Champion experimentation▫Keep it authentic and in human voice. If you fail, don’t
be afraid to own up, but don’t stop experimenting• Share intellectual surplus
Monday, September 27, 2010
What are we doing?• Facebook – most audience participation, impact,
more conducive to rich content.• Twitter – large audience base, word of mouth easier
content sharing domino effect, not as emmersive as FB.
• Gowalla/4sq basic• CoverItLive
Monday, September 27, 2010
What more are we going to do?
• Embrace comments/feedback/dialogue as part of content
• Gaming as engagement tool (QRANK)• Gowalla/4sq expand location -> incite action• Focus on Apps/ipad/mobile content sharing• Crowdsourcing▫National Geographic/Sartorialst photography
• Staff/DJ blogs• Story voting
Monday, September 27, 2010
New projects with SM elements• Mapping Austin▫Austin Historical Society project (Gowalla, SVNGR)
• Austin Helps Volunteer tracking with Gowalla, Help Attack!
• Cactus Cafe performances▫QRANK TX Music Trivia
• News▫QRANK current events trivia
Monday, September 27, 2010
Our main social media principles• Go offline ▫Bring the digital connection to the community
• Don’t just share content▫Respect your readers & engage with their viewpoints/
experiences▫Engagement is constant, not sporadic▫Craft your content for the delivery method
• Be authentic▫No PR-vetted voice▫ Let audience talk to content producers/journalists
Monday, September 27, 2010
WTMD and Social NetworkingAnd you thought having a personal account is a time waster.
Monday, September 27, 2010
• Return on Investment
• Branding
• Fundraising
• Staff Time
• Wasted Days and Wasted Nights
The General Managers Point of View
Monday, September 27, 2010
• Any one who wants to
• Surprisingly, most staff see it as an extra task, not fun thing
• Younger=Twitter
• Older=Facebook
Who Gets To Waste Their Time?
Monday, September 27, 2010
Pitfalls
• Personal life exposed
• Share more with your listeners than you want to
• Donors will comment on your personal life
• Your Bosses Will See it too
• AND NO THAT IS NOT ME
Monday, September 27, 2010
How it works
• Octopus like penetration
• Relies on Chain Letter Like pass along.
• Cut off one Tentacle close to the head and you loose lots of impressions
• People who don’t log onLimited # of FriendsNon-Sharers/Likers/Retweeters don’t spread your content
Monday, September 27, 2010
• Aggressive personal friending and suggesting they like your station’s page
• YOU MUST BE A FRIEND WHORE
• Encourage all staff, volunteers, donors, members, bail bondsmen to suggest your station page to their friends at least every other month
Do Enough People Like You?
Monday, September 27, 2010
Events
• Invite every one of your friends
• Encourage staff volunteers
• No one wants to go to a party that no one is invited to
• Post Videos asking folks to come
• Post Event Videos
•
Monday, September 27, 2010
What’s the Metric
• More is better
• Percentage of Followers/Fans to cume
• What else you got?
• I think you have to get to 10% of cume as Follower/Fans before you can even think about Social Media Benefiting Your Station
Monday, September 27, 2010
So Whose Got Enough to Matter
Station Cume Fans Percent
WTMD 65,000 4,646 7.1%
WYPR 164,000 1,732 1.0%
WXPN 306,800 25,531 8.3%
WHYY 427,300 4,940 1.1%
WBUR 509,700 7,170 1.4%
KDHX 84,300 8,516 10.1%
Monday, September 27, 2010
Some Things We’ve Learned
• Multiple Tweets during a single program can cause more retweeting
• Be Random---But Specifc
• DON’T read listeners Tweets/Postings on air
• Direct Listeners to Conversation
• Keep it Casual
• Quick Contests Work
Monday, September 27, 2010
Station Branding
• Only one station Account
• Jocks/Hosts do not use personal or vanity accounts
• But it’s ok to say “it’s Me” in postings
• The Station’s Air Studio is center of the social networking universe.
• Sulu, Take the Com
Monday, September 27, 2010
Goals
• Getting more comments and likes gets you more impressions on Facebook
• Getting more Retweets Gets you more impressions on Twitter
• What works is what gets the conversation moving
• Informational Posts have value too
Monday, September 27, 2010
Baltimore Band Block Party
• 10 Bands given individual pledge pages
• We provided Social Networking Tools
• Band with most contributors won prize package
• Each donor got a pair of tix to party
• WTMD netted $10,000
Monday, September 27, 2010
Pledge
• Video Testimonials
• WTMD Pledge Mix downloaded by listeners
• Social Media is not going to be a significant “direct source” of membership
• But--It does does develop deeper relationships that cause gifts to happen
Monday, September 27, 2010