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Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media
 

Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media

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This presentation was delivered to leaders of private postsecondary state associations to provide an understanding of social media, how it is different than any other media and how it requires a ...

This presentation was delivered to leaders of private postsecondary state associations to provide an understanding of social media, how it is different than any other media and how it requires a completely different approach to business if it is to be used effectively for accomplishing business objectives.

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    Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media Presentation Transcript

    • Understanding the Social Shift Robert Starks Jr. Vice President of Learning Initiatives#APSCU2012State Association Meeting
    • Web-basedtools thatfacilitateHumanInteraction
    • TRADITIONAL SOCIAL Monologue  Dialogue Interruption  Invitation Push  Pull One to Many  Audiences of Audiences Limited Reach  Viral Reach (Scalable) Control and Convince  Share and Influence Customers  Brand Advocates Focused on Transaction  Focused on Relationship
    •  Brand = What customers say about you Social Capital = Trust and reputation built by contribution of value to the community Sharing = New marketing investment ROI = Realization Of Influence
    • “Quit counting fans, followers and blog subscriberslike bottle caps. Think, instead, about what you’rehoping to achieve with and through the communitythat actually cares about what you’re doing.” - Amber Naslund
    • What Are Your Business Objectives? Increase membership Enhance brand awareness/value Provide professional development Increase revenues Educate constituents Improve government relations
    • We are awesome! We offer I know. That’s why I am the best professional here. I found you online,development opportunities, saw pictures of past events, we advocate for your viewed past presentations,interests, and we hold great and read what colleagues conferences! said about you.
    • But I still don’t get it.How does social MediaMarketing work exactly?
    • Word-of-Mouth before Social Media...
    • Word-of-Mouth after Social Media...
    • Messages are distributed across social media channels...
    • “’Build it, and they will come’ only works in themovies. Social Media is a ‘build it, nurture it,engage them, and they may come and stay.” -Seth Godin
    • Real World Examples?
    •  What business objective do I want to accomplish? Do I have the necessary time/resources to build, manage & sustain an engaged community? Do my platforms align with my goals and my target audience? Will I need support? Who can help?
    •  Pick one, manageable objective Develop a content strategy to follow Maximize existing content by remixing it  Workshop = blog = discussion = email to members/non-members with social share options Limit your platforms Choose platforms that align with objectives
    • This Presentation... SlideShare Upload State Association Group in CareerCollegeLounge Blog Entry on www.careercollegelounge.com Distribution via Wire/Twitter Integrate into LinkedIn profile with SlideShare App Email blog post to State Associations Invitation to continued social learning if you decide How can you contribute value to your colleagues?