Social media: Making it
work for you

Rolla Chamber of Commerce | June 23, 2011
@andrewcareaga | @MissouriSandT
Twitter hashtag: #RollaSocMed
www.slideshare.net/andrewcareaga
Source: Trevor Young , “Social media in a „tag cloud‟ nutshell, Jan. 28, 2010
(trevoryoung.posterous.com/social-media-in-a...
Social media is…
„A shift in how
people
discover, read
and share news,
information and
content‟

- Wikipedia

• user-gener...
YouTube’s Life in a Day Project
YouTube.com/lifeinaday
Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)
Social media is not…

 another marketing channel
 a substitute
 merely an option
2010 Social Media Marketing Industry report, reported in Inc. online, April 23, 2010
(www.inc.com/news/articles/2010/04/ho...
‘One in three business owners say that social
media helps them to close business.’
• Increases web traffic
• Opens opportu...
Social media’s Big Four
Commonly used social media tools

Source: 2011 Social Media Marketing Industry Report, Social Media Examiner,
April 2011
Marketing isn‟t going to go
away. Nor should it. But it
needs to evolve rapidly and
thoroughly, for markets have
become ne...
Blendtec‟s “Will It Blend?” videos on Youtube: www.youtube.com/user/Blendtec
Amazon‟s mp3 music stream on Twitter: www.twitter.com/amazonmp3
vitaminwater on Facebook: www.facebook.com/vitaminwater
Old Spice Man on YouTube: www.youtube.com/user/OldSpice
Image via Anna Vignet, www.flickr.com/photos/annnna/2228189828/
Humanize your business

Image via www.chilloutpoint.com/featured/human-and-robots-visions-of-the-future.html
Communicating in a human voice adds a
sense of personal and sociable human
contact to the interaction with the public.
… [...
Connect with your customers
Extend your reach

Image via msspider66 www.flickr.com/photos/msspider66/44397492/
Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder
1,691,086
Jack Dorsey
followers
877,000
New York Times
subscribers

Jack Dorsey has more followers on Twitter (1,691,086) ...
Put yourself in control

Image via Ben McLeod www.flickr.com/photos/benmcleod/523653908/
Diving in …

„Like skydiving, a lot of learning comes
from doing.‟
Brad J. Ward, co-founder, BlueFuego.com, “Skydiving Int...
But before you dive in…
Are you ready?
• Research
• Planning
• Resources

Cartoon courtesy of @debrasanborn
Research
• Who are your
customers?
• What are they
doing online?
• Where are they
going online?
Research: Socialgraphics
1. Where are your customers online?
2. What are their social behaviors online?
3. What social inf...
5 keys to social media success
1.
2.
3.
4.
5.

Listen
Add value
Respond
Do good things
Keep it real

Adapted from Aliza Sh...
Create a social media listening post

•Google
news/blog
alerts
•Twitter search
•Active
monitoring
•Hootsuite
•Tweetdeck
The value of listening
“Listening to our customers has always
been at the heart of what we do.”
Kerry Bridge
Head of digit...
Google Alerts
google.com/alerts
Listening tools: Hootsuite

Hootsuite.com
Listen + respond + add value + do good
Twitter saves the day!
The social media audit
• What is your
business currently
doing in social
media?
• Who are your
internal experts?
(Identify...
Planning: 4 steps
1. Develop a plan
 Integrate it
 Know what‟s already
working

2. Beware the
bandwagon
3. Understand yo...
Integration: what’s already working?
• Campus visits/summer camps
– More than 70% apply
– About 61% enroll
– @ 25% of fres...
Trust levels among prospective students
0

10

20

30

40

50

60

70

80

90

100

Campus website

Campus visit

Viewbook...
A four-step approach
1. Develop a plan
Objectives
Measures (metrics)
Management
Resources
Content (type and
source)
 Prom...
Objectives
Extend university reach
and influence online by
connecting and building
relationships with key
audiences (prosp...
Objectives
Provide additional
channels for audiences to
receive official university
information
Monitor online reputation
...
Management and resources
1. Who is the social
media “owner” in your
business?
2. How do you allocate
time and staffing?
Social media content
1. Type







Official?
User-generated?
Tone?
Frequency?
Interactive!
Responsive!

2. Source

...
Finding your business voice

Source: Stephanie Schwab, “Finding Your Brand Voice,” SocialMediaExplorer.com, March 31, 2011
Source: Stephanie Schwab, “Finding Your Brand Voice,” SocialMediaExplorer.com, March 31, 2011
Guiding
principles

• Empower
employees to use
social media to
further your business
goals
• Make it easy for
them to use ...
A four-step approach
1. Develop a plan
 Integrate it
 Know what‟s
already working

2. Beware the
bandwagon
3. Understand...
Commonly used social media tools

Source: 2011 Social Media Marketing Industry Report, Social Media
Examiner, April 2011
The social media cheat sheet

www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
The social media cheat sheet

www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
Source: Charlene Li and Jeremiah Owyang, “Social Strategy: Getting Your Company Ready,” April 14, 2010
(www.slideshare.net...
4. FEED ME, SEYMOUR!
Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)
Helpful hints: Facebook
• Facebookers “like” food
• Most “liked” pages: movies, TV shows,
books, musicians/bands
• Least “...
Helpful hints: Facebook & Twitter
•
•
•
•
•
•
•

Numbers matter
Bigger and louder works – to a point
Avoid “link fatigue”
...
Promote your social media presence
•

•
•
•

•
•
•

Personalized Facebook
messages to your
hometown network
Street team of...
What’s next?

Social
media
goes
mobile
Source: Cliff Kuang, “Infographic of the Day: 15 Facts About the Internet In 2015,”
www.fastcodesign.com/1663953/infograph...
What’s next?

Nearby
tweets

Social
media
goes
mobile +
local
Location as platform

“In a perfect world, these
location-based social networks
would act like browsers, able to
see and p...
Location as platform
• Rewards for Foursquare
“check-ins”
• Special offers to social media
users
• Create “tips” to highli...
In conclusion…
Don’t be afraid to fail
Its easy to get stuck in the past when you are
trying to make a good thing last
-Neil Young

12/21/2012

Courtesy of Mark ...
Thank you!
Andrew Careaga
about.me/andrewcareaga
Twitter: @andrewcareaga
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  • So – I was asked to address a couple of points: First, why are blogs important for colleges and universities? I have four reasons.
  • ANDY – These are the guiding principles for developing a social media policy(The last point about protecting the university extends to its brand identity as well)
  • Rollachamberjune222011 110624064628-phpapp01

    1. 1. Social media: Making it work for you Rolla Chamber of Commerce | June 23, 2011 @andrewcareaga | @MissouriSandT
    2. 2. Twitter hashtag: #RollaSocMed www.slideshare.net/andrewcareaga
    3. 3. Source: Trevor Young , “Social media in a „tag cloud‟ nutshell, Jan. 28, 2010 (trevoryoung.posterous.com/social-media-in-a-tag-cloud-nutshell)
    4. 4. Social media is… „A shift in how people discover, read and share news, information and content‟ - Wikipedia • user-generated • „architecture of participation‟
    5. 5. YouTube’s Life in a Day Project YouTube.com/lifeinaday
    6. 6. Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)
    7. 7. Social media is not…  another marketing channel  a substitute  merely an option
    8. 8. 2010 Social Media Marketing Industry report, reported in Inc. online, April 23, 2010 (www.inc.com/news/articles/2010/04/how-social-media-helps-small-business.html)
    9. 9. ‘One in three business owners say that social media helps them to close business.’ • Increases web traffic • Opens opportunities to build new partnerships • Generates good sales leads • 73 percent reported a significant rise in search engine rankings • 48 percent said social media reduced their overall marketing expenses 2010 Social Media Marketing Industry report, reported in Inc. online, April 23, 2010 (www.inc.com/news/articles/2010/04/how-social-media-helps-small-business.html)
    10. 10. Social media’s Big Four
    11. 11. Commonly used social media tools Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011
    12. 12. Marketing isn‟t going to go away. Nor should it. But it needs to evolve rapidly and thoroughly, for markets have become networked and now know more than business, learn faster than business, are more honest than business, and are a hell of a lot more fun than business. The Cluetrain Manifesto
    13. 13. Blendtec‟s “Will It Blend?” videos on Youtube: www.youtube.com/user/Blendtec
    14. 14. Amazon‟s mp3 music stream on Twitter: www.twitter.com/amazonmp3
    15. 15. vitaminwater on Facebook: www.facebook.com/vitaminwater
    16. 16. Old Spice Man on YouTube: www.youtube.com/user/OldSpice
    17. 17. Image via Anna Vignet, www.flickr.com/photos/annnna/2228189828/
    18. 18. Humanize your business Image via www.chilloutpoint.com/featured/human-and-robots-visions-of-the-future.html
    19. 19. Communicating in a human voice adds a sense of personal and sociable human contact to the interaction with the public. … [P]erceived conversational human voice may promote trust, satisfaction, and commitment in relationships between an organization and the public, which in turn results in favorable behavioral intentions toward an organization. Hyojung Park Missouri School of Journalism Source: MU News Bureau, “Use of Human Voice in Social Media Can Help Organizations Build Relationships,” May 18, 2011.
    20. 20. Connect with your customers
    21. 21. Extend your reach Image via msspider66 www.flickr.com/photos/msspider66/44397492/
    22. 22. Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder
    23. 23. 1,691,086 Jack Dorsey followers 877,000 New York Times subscribers Jack Dorsey has more followers on Twitter (1,691,086) than The New York Times has subscribers (877,000) @jack followers on Twitter as of June 18, 2011; New York Times subscribers as of Sept. 30, 2010
    24. 24. Put yourself in control Image via Ben McLeod www.flickr.com/photos/benmcleod/523653908/
    25. 25. Diving in … „Like skydiving, a lot of learning comes from doing.‟ Brad J. Ward, co-founder, BlueFuego.com, “Skydiving Into the Social Web,” Squaredpeg.com, Jan. 6, 2010
    26. 26. But before you dive in… Are you ready? • Research • Planning • Resources Cartoon courtesy of @debrasanborn
    27. 27. Research • Who are your customers? • What are they doing online? • Where are they going online?
    28. 28. Research: Socialgraphics 1. Where are your customers online? 2. What are their social behaviors online? 3. What social information or people do they rely on? 4. What is their social influence? 5. How do your customers use social media in the context of your business? Adapted from Charlene Li and Jeremiah Owyang, Social Strategy: Getting Your Company Ready,” April 14, 2010 (www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final)
    29. 29. 5 keys to social media success 1. 2. 3. 4. 5. Listen Add value Respond Do good things Keep it real Adapted from Aliza Sherman, “Revisiting 10 Golden Rules of Social Media,” Web Worker Daily, Jan. 5, 2010, www.webworkerdaily.com/2010/01/05/ revisiting-10-golden-rules-of-social-media/
    30. 30. Create a social media listening post •Google news/blog alerts •Twitter search •Active monitoring •Hootsuite •Tweetdeck
    31. 31. The value of listening “Listening to our customers has always been at the heart of what we do.” Kerry Bridge Head of digital media communications for Dell
    32. 32. Google Alerts google.com/alerts
    33. 33. Listening tools: Hootsuite Hootsuite.com
    34. 34. Listen + respond + add value + do good
    35. 35. Twitter saves the day!
    36. 36. The social media audit • What is your business currently doing in social media? • Who are your internal experts? (Identify and involve them.)
    37. 37. Planning: 4 steps 1. Develop a plan  Integrate it  Know what‟s already working 2. Beware the bandwagon 3. Understand your audience(s) 4. Feed your social media beast
    38. 38. Integration: what’s already working? • Campus visits/summer camps – More than 70% apply – About 61% enroll – @ 25% of freshmen attend at least one summer program • Tele-counseling – Increases attendance at high school visits, receptions, etc. • Consistent, frequent communication • Relationship building
    39. 39. Trust levels among prospective students 0 10 20 30 40 50 60 70 80 90 100 Campus website Campus visit Viewbook H.S. sophomores H.S. juniors H.S. seniors High school counselors Social networking sites Source: Hobsons Domestic Research Report 2009-2010, cited by Karlyn Morissette, www.doteduguru.com, Oct. 22, 2009 Very low relative trust ranking
    40. 40. A four-step approach 1. Develop a plan Objectives Measures (metrics) Management Resources Content (type and source)  Promotion     
    41. 41. Objectives Extend university reach and influence online by connecting and building relationships with key audiences (prospective students, current students, alumni, influentia ls) Provide additional channels for audiences to communicate and interact with the university Measures •number and types of followers •social media referrals to web content (campaignbased and not) •feedback from friends, followers, etc. •volume and quality of feedback •Comments •“likes” •DMs, RTs, @s
    42. 42. Objectives Provide additional channels for audiences to receive official university information Monitor online reputation of the university in the social media sphere Measures •number and types of followers •number of interactions •qualitative analysis of comments
    43. 43. Management and resources 1. Who is the social media “owner” in your business? 2. How do you allocate time and staffing?
    44. 44. Social media content 1. Type       Official? User-generated? Tone? Frequency? Interactive! Responsive! 2. Source  Feeds?  Personal?  Combination?
    45. 45. Finding your business voice Source: Stephanie Schwab, “Finding Your Brand Voice,” SocialMediaExplorer.com, March 31, 2011
    46. 46. Source: Stephanie Schwab, “Finding Your Brand Voice,” SocialMediaExplorer.com, March 31, 2011
    47. 47. Guiding principles • Empower employees to use social media to further your business goals • Make it easy for them to use social media for that purpose • Reinforce or expand on existing policies to make sure your business is protected
    48. 48. A four-step approach 1. Develop a plan  Integrate it  Know what‟s already working 2. Beware the bandwagon 3. Understand your audience(s) 4. Feed the beast
    49. 49. Commonly used social media tools Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011
    50. 50. The social media cheat sheet www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
    51. 51. The social media cheat sheet www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
    52. 52. Source: Charlene Li and Jeremiah Owyang, “Social Strategy: Getting Your Company Ready,” April 14, 2010 (www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final)
    53. 53. 4. FEED ME, SEYMOUR!
    54. 54. Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)
    55. 55. Helpful hints: Facebook • Facebookers “like” food • Most “liked” pages: movies, TV shows, books, musicians/bands • Least “liked” pages: religious organizations, pets, bars, pharma • Sharing video more effective on Facebook than Twitter • Click-through rates are higher on weekends Source: Dan Zarrella, “The Science of Social Media ,” smsci.danzarrella.com
    56. 56. Helpful hints: Facebook & Twitter • • • • • • • Numbers matter Bigger and louder works – to a point Avoid “link fatigue” Stay positive It isn‟t all about you (your business) Use combined relevance Help your audience look cool Source: Dan Zarrella, “The Science of Social Media ,” smsci.danzarrella.com
    57. 57. Promote your social media presence • • • • • • • Personalized Facebook messages to your hometown network Street team of fans to spread the word in their own networks Promote through your newsletter, on your website, in your blog, etc. Promote in all printed materials (brochures, business cards, etc.) Promote in your email signature QR codes Signage
    58. 58. What’s next? Social media goes mobile
    59. 59. Source: Cliff Kuang, “Infographic of the Day: 15 Facts About the Internet In 2015,” www.fastcodesign.com/1663953/infographic-of-the-day-15-facts-about-the-internetin-2015
    60. 60. What’s next? Nearby tweets Social media goes mobile + local
    61. 61. Location as platform “In a perfect world, these location-based social networks would act like browsers, able to see and post interoperable location-based data from and to any platform.” Marshall Kirkpatrick, “Foursquare Launches Location Layers – This Is Big,” ReadWriteWeb.com, July 6, 2010
    62. 62. Location as platform • Rewards for Foursquare “check-ins” • Special offers to social media users • Create “tips” to highlight history, unique features • Virtual tours as games
    63. 63. In conclusion…
    64. 64. Don’t be afraid to fail
    65. 65. Its easy to get stuck in the past when you are trying to make a good thing last -Neil Young 12/21/2012 Courtesy of Mark Greenfield (@markgr)
    66. 66. Thank you! Andrew Careaga about.me/andrewcareaga Twitter: @andrewcareaga
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