If You Build It Will They Come? Social Media 101 and Beyond. January 14, 2010
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1 If You Build It Will They Come? Social Media 101 and Beyond January 14, 2010
2 PBS Engage is for the audience
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4 PBS Engage is for stations & producers
5 PBS.org and Station web sites ON SITE ENGAGEMENT TOOLS
6 Comments Engine
7 StoryBoard
8 Social Bookmarking Button
9 Coming Soon Widget Builder Demo:
10 Coming Soon Community Discussions OLD
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12 Producer and Station Web Strategy, Consultation & Professional Development
13 Best Practices & FAQs Social Media Basics Introduction to Social Media Social Media Monitoring Using Social Media for Local Emergencies Social Media A Z Community Guidelines Template Outreach Twitter Getting Started on Twitter Basic Marketing with Twitter Twitter Toolbox Using Hashtag Raising Your Twitter Profile Blogs & the Blogosphere Moderating Blog Comments Promoting Your Blog Using Keywords to Build Traffic Social Bookmarking for Blogs Linking to the Blogosphere Retiring a Blog Information & Resources YouTube Preparing for the H1N1 Virus Online Basics of URL shorteners MORE TO COME. Facebook Basic Marketing & Promotion on Facebook Limiting Facebook Fan Pages Building Facebook Applications Facebook Boxes
14 Webinars Outreach Tools Blog Writing and Editing Building a Facebook Fan Page News StoryBoard: Introduction & Tutorial Social Media & the Law Blogging Using Maps and Mapping Social Media Sites Economy Widget: Introduction & Tutorial User Generated Content MORE TO COME.
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16 Foundations for Audience Engagement Link Integrate Listen Personality
17 Goals Strategizing within a social media frame Are they measurable?
18 Audiences Strategizing within a social media frame What does it say on their t shirt? How important are they to achieving your goals? Photos via zazzle.com
19 Resources Strategizing within a social media frame What s available? people, budget, time, existing platforms, partnerships via icanhazcheezburger.com
20 Tactics & execution Strategizing within a social media frame Tools, networks, messages What is your ask?
21 Strategizing within a social media frame Impact
22 How can we help? Groups we currently work closely with: Communications Programming Ventures Development Other Services for Stations & Producers Training & best practices Usage of all products 1:1 consultations Engagement and strategy reviews Training and best practices Contact info: Amy Baroch Sr. Project Manager Betty Alvarez Program
23 KNME: On Social Media New Media in the Land of Mañana January 14, 2010
24 NEW MEDIA DEPARTMENT JOSHUA
25 B&R in Albuquerque, NM Graduated from UNM Married HS Sweetheart 2 year old named Lily
26 BY THE NUMBERS COVERAGE 2/3 of state (Northern/Central NM) REACH 650,000 Households / Week AUDIENCE Traditional (older, higher education/income) DEMOGRAPHICS Multicultural MEMBERSHIP 25, 000 Active Members
27 2005 Brochure Model Social Media = Events/Guide VHS Tapes iwhat?
28 5 YEARS LATER Internet Social Media Online Video
29 TESTING THE WATERS Live Streaming (State of the State) Blogging (DNC Convention) Citizen Journalists (Presidential Election)
30 LIVE STREAMING Local/National Enhanced Event Engagement Measurable
31 BLOGGING THE DNC CONVENTION IN DENVER Creativity was not lacking at the Democrats National Convention in Denver. The staging for Sen. Barack Obama s acceptance speech on Thursday night was unbelievably bold and glitzy. In downtown Denver, Obama t-shirts and campaign buttons appeared everywhere, with messages as diverse as the images they displayed,from the face of Obama alongside that of Dr. Martin Luther King, Jr., to Snoopy on top of his dog house, daydreaming of an Obama victory. But the t-shirt that caught my eye for its clever play on words was Obámanos! a creative way of signaling in Spanglish Hispanic support for Obama. The Obama campaign knows that it needs to capture a substantial majority of the Hispanic vote to win in November. President George W. Bush won reelection in 2004 with about 40 percent support of the Hispanic electorate nationwide. And it is no secret that in the Democratic presidential primaries, Hispanics voted mostly for Sen. Hillary Clinton.Obama thus has some work to do to move and keep Hispanic voters firmly in his camp. So featuring New Mexican Hispanics on Obama s big night was a no-brainer. Governor Bill Richardson s major convention address was moved from an earlier time to prime time, shortly before Obama s acceptance speech at Invesco Field. Richardson warmed up the crowd with his policy address while leading chants of sí se puede towards an Obama election. -GENE the DNC Convention In Denver, CO AUG 2008
32 Five generations ago my great great grandfather rode with the 18th Louisiana Calvary Company B in the cause of the Confederacy, fighting in a war some of the oldest surviving members of my family still call the War of Northern Aggression. Three generations ago my grandfather was a member of the Ku Klux Klan and that didn t make him an extremist among his peers; at that time and place it was in fact expected of a man of his station. A few days ago, I voted for an African American for President of the United States. DAVID WILLIAMS, Citizen Journalist
33 NATIONAL > LOCAL Nature Bingo FUNDING Grant from WNET to expand viewership of NATURE BEST PRACTICES Promote. Educate. Expand. LESSONS LEARNED More social media. School outreach.
34 IF YOU BUILD IT WILL THEY COME? YES What about tomorrow?
35 CONSIDER THIS 1991 CERN publicizes its World Wide Web project 1995 Microsoft releases Internet Explorer 1996 A research project at Stanford becomes Google 2003 Harvard sophomore creates Facebook in dorm 2005 The 1 st video is uploaded to YouTube 2006 "just setting up my twttr (1 st tweet), Twitter is born
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37 Q: What does this mean for public media producers?
38 A: Opportunity
39 2010 KNME s social media strategy is based on Seth Godin s Hierarchy of Success
40 THE HIERARCHY OF SUCCESS Attitude->Approach->Goals->Strategy->Tactics->Execution
41 MACRO of WHY before MICRO of HOW
42 ATTITUDE Q: Why should KNME employ a social media strategy? What is the value for the viewer? For the station? A: Content. Engagement. Convenience.
43 APPROACH Q: How do we engage w/audience? Where should we spend our time? What are the measurements of success? A: Consistency. Standards. Interactions.
44 GOALS Q: What are your short and long term goals? A: Interactions. Relationships.
45 Q: How are you going to achieve your goals? STRATEGY A: Link. Integrate. Listen. Personality.
46 TACTICS Q: What tactics will you use to implement your strategy? A: Tools. Network. Messages.
47 EXECUTION Q: What verbs best describe your attitude & approach in action? A: Promote. Engage. Enhance. Measure Ask?
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53 KNME Labs LIVE Tweeting Events FACEBOOK/YOUTUBE Interview Series TWITTERVERSE Q&A w/producer s & Filmmakers National Program > Local Angle Education centric project called ASK THE STAFF
54 QUESTIONS
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