Social Media Update

1
Social Media Update

• The University of Chicago

2
The usual suspects

• YouTube
• Facebook
• Myspace
• Twitter
• Del.icio.us
• Digg

3
The unusual suspects

• Veezyon.com (higher ed focused)
• mefeedia.com (aggregator)
• ustream.tv

4
What we have nowYouTube
5
Peers on YouTubeDuke University

• Comments
• Run by News Office
• Custom banner
• High in search results
• Partnership program

6
Peers on YouTubeU of California Berkeley

• Comments
• Custom banner
• Custom menu
• Academic programming
• Over 1.5 million channel views
• Partnership Program

7
Other YouTubers(Worth paying attention to)

• MIT http//youtube.com/mitMostly academic
  content from OpenCourseWare Initiative
• UChannel http//youtube.com/profile?useruchannel
  We are a member -- is there an advantage in
  including our content on this and other 3rd party
  YouTube channels?
• Purdue http//youtube.com/purdueHeavily
  promotional as opposed to academic
• Auburn http//www.youtube.com/AuburnUniversityUse
  s YouTube as medium for distributing news content
  (murder arrest press conference, etc.)

8
YouTube considerations

• Overall design is fairly inflexible
• Limitations on file weight and duration
• Nomenclature (TheUofChicago)
• Featured video
• Playlists
• Findability
• Partnership Program

9
Uchicago on Facebook
10
Uchicago Facebook Network

• Comments
• 19,949 membersCORRECTION20,682 members!
• Updated regularly
• Events listings
• Marketplace
• Used as forum for community groups as well
  Take the Harper Court Survey
• NETWORK PAGES TO BE DISCONTINUED

11
Facebook Strategy(It requires active investment.)

• Updates (sent to entire network of fans)
• News Feeds (generated by fans, this is the viral
  component of info sharing through
  networks--actions generate actions)
• Ads on Facebook
• Targeting
• Social aspect (Renee is a fan of Waffle House
  will show up on ads for Waffle House on my
  friends profile pages)
• Budget

12
Uchicago on MySpace

• ?

13
Higher Ed on MySpaceLocal Institutions
14
Twitter - What are you doing?(What is Uchicago
doing?)

• Microblogging (140 characters)
• Integrates with facebook, myspace, blogs
• Used by smart mobs
• 3rd party apps
• USES
• Breaking news (earthquake, emergencies)
• Information source(send sms to autobot
  receive info reply)
• Collaboration tool(teaching, writing, etc.)

15
Twitter info

• MASHUPS http//twitter.pbwiki.com/Mashups
• Direct Message, reply and announcement bots
  http//twitter.pbwiki.com/Mashups
• Hashtags and how to use them http//twitter.pbwik
  i.com/Hashtags
• Twitter stats http//www.nevillehobson.com/2008/02
  /21/the-continuing-growth-of-twitter/

16
Veezyon.com

• Weve been asked to partner
• Advantages?
• Collaboration tools
• Audience-specific
• Better design
• Disadvantages?
• Early-entry
• Lack of cohesive business model (sustainable?)

17
Quantifying results Measuring Online Video

• VidmeterJavaScript widget adds a useful tool to
  your site, showing visitors the most popular
  videos of the day
• Tubemogulfree service that provides
  viewership-related analytics for those that
  publish and monitor online video
• Visible Measures comprehensive Video Experience
  Measurement solution
• Brandfamemarketplace connecting brands and
  producers sharing their videos on video-sharing
  websites
• MochibotFlash traffic monitoring tool (similar
  to a hit counter) that tracks the performance of
  individual Flash content
• VideoCountercounts the number of times your
  videos are watched on Dailymotion, Sevenload,
  iFilm Co.
• Awelifacilitate the transition of traditional,
  broadcast video to downloadable, and
  freely-distributed video
• StreamSense by NedStatreal-time analytics report
  on visitor behavior during video or audio streams
  (progressive download or live)
• Streametricsadvanced tracking reports for
  editors, producers and publishers as for agencies
  and advertisers
• ViralTrackermeasures weblogs, forums, websites,
  communities, social networks and over 140 large
  video portals
• From Web Strategy by Jeremiah
  http//www.web-strategist.com/blog/2007/06/28/comp
  anies-that-measure-or-compare-online-video/

18
Quantifying results Measuring social media,
influence, brand

• Factiva
• Umbria
• Buzzlogic
• Cymfony Acquired by Taylor Nelson Sofres
• Biz360
• Nielsen BuzzMetrics
• BrandIntel owned by Brandimensions
• MotiveQuest
• Market Sentinel
• Onalytica
• Attentio
• Technorati Edelman
• Politizbuzz, French opf Scanblog
• CIC Data, Chinese
• Integrasco, Norway
• Wavemetrix (uk)
• Radian6 (uk)
• Kavaa (US)
• Keibiinc

• MediaMiser
• Gala (Japan)
• IBM Webfountain (US-based)
• Lotame Matches Social Networks with ads
• RTGI (FR)
• Observatoire Presidentielle
• Spotplex
• Converseon
• KDPaine Partners
• Visible Technologies (TruCast)
• CustomScoop (via Chip)
• Pythia Analytics
• Visible Technologies
• Collective Intellect
• RepuTrace by CoreX Technologies
• BlogScope, by University of Toronto
• SentimentMetrics
• Sports Media Challenge (Fan based measurement)
• Respected PR Librarian Constantin has added
  more to the PR Wiki

From Web Strategy by Jeremiah
http//www.web-strategist.com/blog/2006/11/25/com
panies-that-measure-social-media-influence-brand/
19
Social Media OptimizationFive rules of SMO

• Increase your linkability - This is the first and
  most important priority for websites. Many sites
  are "static" - meaning they are rarely updated
  and used simply for a storefront. To optimize a
  site for social media, we need to increase the
  linkability of the content. Adding a blog is a
  great step, however there are many other ways
  such as creating white papers and thought pieces,
  or even simply aggregating content that exists
  elsewhere into a useful format.
• Make tagging and bookmarking easy - Adding
  content features like quick buttons to "add to
  del.icio.us" are one way to make the process of
  tagging pages easier, but we go beyond this,
  making sure pages include a list of relevant
  tags, suggested notes for a link (which come up
  automatically when you go to tag a site), and
  making sure to tag our pages first on popular
  social bookmarking sites (including more than
  just the homepage).
• Reward inbound links - Often used as a barometer
  for success of a blog (as well as a website),
  inbound links are paramount to rising in search
  results and overall rankings. To encourage more
  of them, we need to make it easy and provide
  clear rewards. From using Permalinks to
  recreating Similarly, listing recent linking
  blogs on your site provides the reward of
  visibility for those who link to you
• Help your content travel - Unlike much of SEO,
  SMO is not just about making changes to a site.
  When you have content that can be portable (such
  as PDFs, video files and audio files), submitting
  them to relevant sites will help your content
  travel further, and ultimately drive links back
  to your site.
• Encourage the mashup - In a world of co-creation,
  it pays to be more open about letting others use
  your content (within reason). YouTube's idea of
  providing code to cut and paste so you can imbed
  videos from their site has fueled their growth.
  Syndicating your content through RSS also makes
  it easy for others to create mashups that can
  drive traffic or augment your content.

From Rohit Bhargavas Influential Marketing
Blog http//rohitbhargava.typepad.com/weblog/2006
/08/5_rules_of_soci.html
20
Attracting an Audience

• We should drive content creation, not react to
  it.
• Generate buzz (blogs, video, social book marking,
  etc.)
• Set industry agenda (Why should we always wait
  until our peers have proven the model?)
• Lead dialogue (Expert sources)
• Offer involvement (photo share, donation,
  feedback, quiz, contests)

21
Foster Authenticity

• Invite users through mechanisms within their own
  communities.
• Engaging, regular content (always the best
  driver)
• Offer ways users can add themselves to the
  brand (email newsletters, blogs, RSS feeds,
  podcasts, etc.)

22
Off the top of my head

• A media kit should always be available for
  download, from a top menu (Facts for Journalists)
• Contests can be conducted tastefully to encourage
  users to participate. For example, to increase
  listeners of a podcast, you can run a contest
  asking listeners to find embedded information in
  each episode.
• Giveaways What about an iPod maroon
  preprogrammed with U of C content? Music drops
  ring tones, etc. (Standfast, Chicago)
• Viral Video contests Chicago in 30 seconds
  student filmmaking competition
• Cross-promotion (not ads, but on blogs, etc.)
  Could be local establishments, etc.