Growing Your Digital CommunitY with Strategic Engagement

OD Summit - Nashville / August 2010

By
Where to Monitor?
“It’s not information overload. It’s filter failure.” 

– Clay Shirky
Twitter
Stats:
YouTube is the 2nd largest search engine in the world
24 hours of video uploaded per minute (double last year)
Facebook
YouTube
Location
If all you do is update your fans/followers on the details of your next event, how close you are to your pledge drive goal, or tout that Club Awesome is underway, you're not adding value to their experiences.

- Jeff Brown
WAY-FM Denver understands this well
Tools
Tweetdeck
Seesmic
Hootsuite
Google Alerts - Blogs, News, etc. (google.com/alerts)

RSS Feeds - Twitter Search et al (search.twitter.com)

SocialOomph.com - Twitter mentions via e-mail.
At first, this Twitter conversation appears relatively benign. 
Alex points out that CFA 
has been rubberstamped by 
Jesus himself.
Website
What to Monitor?
WAY-FM Rocks!
  
Awkward photo w/Wally Photo-op Op...
It's not about you!
Consider feeding podcast content to your page
Take a camera to every event...

Capture pics, video, make the listener the star
Encourage them to visit and tag themselves
Toys 'R Us
If you haven't already, launch a station YouTube Channel

Interview listeners at events, get their reactions...

Capture community involvement.  If another non-profit is involved, share it with them, interview them, send them the link...
Post your public affairs audio (or other content) on Chirbit and place link on Facebook...share
youtube.com/wayfmnashville
twitter.com/wayfmnashville
facebook.com/wayfmnashville
Stats:
500 Million + users
Facebook tops Google for weekly traffic in the U.S.
500 Billion minutes a month are spent on FB (compared to 150 Billion minutes last year)
24 Billion pieces of content are shared each month (6 times as many pieces as last year)
Strategy
Social media is not a promotional vehicle per se for your station.  It is a network of relationships that live outside you - it is a set of connections you can be part of only if the participants in those relationships want you there.  It is not “you push, they consume.”  It’s more “you join in, and they share.”

- Mark Ramsey
Social media is about listening, not just talking.  And listening means inviting input and responding to it.

- Mark Ramsey
Radio as an industry is at risk of being largely deaf to the social interaction of the very audience upon which its future depends.  We are on the verge of being left out of the conversation entirely and being left behind by the advertisers who want in on that conversation.

- Mark Ramsey
2009 Social Media Study complied by BlogHer, iVillage and Compass Partners

Women are stealing time from other media to spend more time in the blogosphere and on social networks.
Newspapers continue to take the biggest hit with a 39% shift...
Time spent reading magazines, listening to the radio and watching TV is dwindling as well.  
 
You can use blog post content in much the same way
Have fun when responding to your fans' comments
Blog
Bland
Static
One-way
Dormant
InboundZombie.com
One recent Facebook page case study showed an increase in conversion rates from 19% to 35% when changing the default landing page from the Wall to a custom tab.
allfacebook.com
JohnHaydon.com
Chirbit.com
Colorado's WAY-FM
Dynamic
 Interactive
Fresh
Rich
10 Steps for a Successful Social Media Monitoring 

Define an Objective
Decide Where to Monitor
Decide What to Monitor
Prioritize
Develop a Plan
Involve Others
Listen First
Inbound vs Outbound Conversatoins
Build Relationships
Select Tools that Match Your Strategy
Mashable.com
Hootsuite.com
Twitter is a great place to monitor what people are saying about you in real time.
Resouces:

mashable.com
chrisbrogan.com
MarketingProfs.com
markramseymedia.com
Always keep an eye on future trends...