A review of web communication principles and effective steps for developing your social media strategy

1. Vidal Quevedo, M.S.
Web Communications Specialist
University Communications & Marketing
Ph.D. student in Mass Communications
School of Journalism and Mass Communications
University of Wisconsin-Madison
@vidalquevedo
vidalquevedo.com

3. • Quick, timely response
• Cheap
• Viral
• Awesome

4. Shows that social media is
definitely an alternative
channel, especially in a
multiscreen world.

5. In fact, television no longer
commands our full attention:
http://www.thinkwithgoogle.com/insights/featured/new-multi-screen-world-insight/

6. Twitter
Mentioned In 50%
Of Super Bowl
Commercials,
(Facebook Only
8%, Google+ Shut
Out)
http://marketingland.com/game-over-twitter-mentioned-in-50-of-super-bowl-commercials-facebook-
only-8-google-shut-out-32420

7. SM + Multiple Devices =
Opportunities
1. People are focused on a topic:
following, watching, listening,
talking, participating.
2. You are doing the same: following,
watching, listening, talking,
participating.

8. Let’s take a look at some stats

9. Some SM stats (Dec „12)
Social
•
Networking •
67% of internet users use Social Media
67% of online adults use Facebook
Site Usage • 16% use Twitter
• 15% use Pinterest
by Age • 13% use Instagram
• 6% use Tumblr
Group, • 20% use LinkedIn as of Aug ‘12.
2005-2012
http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx

10. • 67% of internet users use Social
Social Media
Networking • 67% of online adults use
Site Usage Facebook
• 16% use Twitter
by Age • 15% use Pinterest
Group, • 13% use Instagram
2005-2012 • 6% use Tumblr
• 20% use LinkedIn (Aug ’12)
http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx

11. ( born early 80’s – 2000’s )
Millennials will make online sharing in networks a
lifelong habit.
http://pewinternet.org/Reports/2010/Future-of-Millennials.aspx

12. Overall, we can say SM is doing pretty good
adoption-wise.

13. Social Media + Online Communications

14. Websites (and web applications) are
vehicles we can use to tell an
increasingly more interactive story
about ourselves (or our brand, company, etc).
They are communication tools, first
and foremost.

15. Social Media Tools
Websites (and web applications) are
vehicles we can use to tell an
increasingly more interactive story
about ourselves (or our brand, company, etc).
They are communication tools, first
and foremost.

16. So, what’s the first thing that should drive a
successful web development project?
Social Media
A well-defined communication goal.

17. • Promote excellent customer/client
Examples of service
clear • Provide updates on brand, products,
and services
communication
• Product/service promotions
goals • Raise awareness and educate the
customer around your value
• Make your brand go viral on the web
• Inform your target of changes in your
industry, products, and services
http://mashable.com/2012/12/07/corporate-social-media-marketing/

18. • “Everyone is on Social Media, and
Examples of so should we”
unclear • “It’s free!!! And pretty easy…”
communication • “Facebook has 1B people! We could
goals reach them ALL!!!”
• “I hear Instagram, the
twittersphere, tumblr are all the
rage right now.”
http://mashable.com/2012/12/07/corporate-social-media-marketing/

20. • Several SM channels: Twitter, Facebook,
YouTube, “My Starbucks Idea” SN, “Ideas in
Action” blog
• Cultivates relationships with “super
influencers”
• Sharing is encouraged
• Customizes user experiences
• Timely causes make it relevant
• Message is consistent and cross-promoted
http://thenextweb.com/2010/01/11/starbucks-formula-social-media-success/
http://www.prdaily.com/Main/Articles/6_ways_Starbucks_excels_at_social_media_marketing_13814.aspx

21. Rules of Social Media Engagement

22. Rule # 1: Content is KING

23. Rule # 2: Users will take in content they find
either USEFUL or ENTERTAINING
(i.e. helps them be a little more awesome)

24. http://tomfishburne.com/2012/08/types-of-social-media-strategies.html (via Don Stanley - @3rhinomedia)

25. Rule # 3: Your strategy should focus on
generating/sharing content that’s either USEFUL
or HELPS your audience be more awesome.

26. Rule # 4: You should know how to engage your
audience.

27. “Nose, Eyes, Ears. In that order!”
~ Cesar Millan, Cesar’s Way (on
building early trust with dogs)
http://www.cesarsway.com/tips/basics/glossary-of-terms-from-cesars-way

28. When engaging with your audience, follow the
opposite order:
Ears - Eyes - Nose

29. When engaging with your audience, follow the
opposite order:
Ears - Eyes - Mouth

30. When engaging with your audience, follow the
opposite order:
Ears - Eyes - Mouth
Listen Watch Talk

31. Developing a strong Social Media Plan

32. Plan your
strategy
Design your
message
Develop your
content
Deploy!
Monitor

33. Plan your 1. Set clear communication goals
strategy
• “Promote our brand.”
Design your • “Need to better reach our target
message audiences.”
• “Interact with users to learn
more about how they use our
Implement your
channels services.”
Deploy!
Monitor

34. Plan your 2. Identify your audience
strategy
• By demographics
• Age, location, education, tech savvy,
Design your
message mobile usage
• Pew Internet
(http://www.pewinternet.org/ )
Implement your
channels
• What are looking for? What are they
Deploy!
talking about?
• Google Trends
• Soovle (http://www.soovle.com/)
Monitor

35. Plan your 3. Define the right SM tool
strategy
• Email
Design your • Facebook
message • Twitter
• Pinterest
• LinkedIn
Implement your
channels • Instagram
• Your website or blog (with embedded
SM buttons)
Deploy!
Monitor

36. Plan your 4. Define team roles
strategy
• SM requires two things: content and
Design your engagement, and to get both, you
message need the most important one: TIME.
• Define roles early in the project:
Implement your
channels • Who will create the content?
• Who will listen?
• Who will watch?
Deploy! • Who will engage with users?
Monitor

37. Plan your 1. Define your content
strategy
• Use the info you gathered and create
Design your editorial plans on how to use it
message • Write articles for your site
• Identify shareable sources with similar
ideas
Implement your
channels • Find out about conversations that
might help promote your content
• Ride on memes!
Deploy!
Monitor

38. Plan your 2. Format your content for the right SM
strategy tool. For example:
Design your • Twitter
message • Headline-like, using action verbs
and hashtags
Implement your
channels • Facebook
• Short content (one or 2 sentences,
maybe three), and then ask people
Deploy! to find out more.
• Images are better (mobile friendly)
Monitor

39. Plan your Sign up for services
strategy
• Create your pages/accounts/sites/ (email, FB,
Twitter)
Design your
message
• Address any problems with existing accounts
(clean-up, refocus, delete if not used
anymore).
Implement your
channels
Deploy!
Monitor

40. Plan your Fire away!
strategy
• Start with a timely issue/topic/piece of
content
Design your
message
• Actively join and participate in conversations
about the issue
Implement your
• Use insights/analytics tools to measure
channels
impact
Deploy!
Monitor

41. Plan your Initiate a cycle of engagement
strategy
Design your
message
Listen Watch Talk
Implement your
channels
Deploy!
Monitor

42. #UWRightNow

44. What: #UWRightNow
(http://uwrightnow.wisc.edu) was multimedia
project designed to capture the breadth,
depth and spirit of the University of
Wisconsin-Madison during 24 hours on April
18, 2012.
Who: the campus community, alumni and
friends around the world.

46. Challenges
• Editorial: what to say
• Creative: how to say it
• Technical: how to deliver it (mobile too!)
• Logistical: how to man it
• Outreach: how to get people involved

47. Some numbers:
• 1,018 stories, photos, videos or tweets were posted
to the site
• Nearly 14,000 unique visitors came to the site
• Visitors from all 50 states and 66 countries

48. A crowd-sourcing project that got it right!

49. Thank you!
Vidal Quevedo
Web Communications Specialist
University Communications & Marketing
@VidalQuevedo
vidalquevedo.com