Social
Media
101
Chancellor‟s Council
Feb. 3, 2010
Andrew Careaga
Missouri S&T Communications
Social media is…
◦ „a shift in how people discover, read
and share news, information and
content‟ – Wikipedia

◦ user-gene...
Social media is not…
◦ just another marketing/communication
channel
◦ a substitute for other marketing/
communication
◦ me...
“New media” has
become a synonym
for “no budget.”
Seth Godin
The Purple Cow
Social media is…

social!
Gary Hayes,
personalizemedia.
com
www.personalizemedia.
com/garys-socialmedia-count/
Jack Dorsey: St. Louis native, S&T alum (ECE), Twitter co-founder
Jack Dorsey
followers

1570000

New York Times
subscribers

1039031

0

1000000

2000000

Jack Dorsey has more followers o...
Social media (r)evolution
the last 11 years

1999

2001

2003

2004

2005

2006

2009
Social media: still growing up

1999

Blogger

2010

Wikipedia

Facebook

Twitter

Google Wave
S&T‟s social media history
◦ 2006
◦ Google Video
(then YouTube)
◦ Visions research blog

◦ 2007
◦
◦
◦
◦

Name Change Conve...
Who‟s doing what
online?
The Groundswell
social media ladder

Creators (24%)
Conversationalists
(33%)
Critics (37%)
Collec...
Social networks:
Facebook is tops
How trustworthy is social media?
0

10

20

30

40

50

60

70

80

90

100

Campus website

Campus visit

Viewbook

H.S. ...
5 keys to social media success
1. Listen
2. Add value
3. Respond
4. Do good things
5. Keep it real
Adapted from Aliza Sher...
Create a social media listening post

Monitor what‟s
being discussed
in social media
Listen + respond + add value + do good
Twitter saves the day!
Social media marketing:
4 steps to success
1. Develop a plan
 Integrate it
 Know what‟s
already working

2. Beware the
b...
If you‟re just getting started…
• Start with listening post
• Don‟t jump into every tool at once
Focus on 1 or 2 where you...
Social media marketing:
4 steps to success
1. Develop a plan
Objectives
Measures (metrics)
Management
Resources
Content (t...
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” for
your department?
2. How do you
allocate time and
staffing?
Social media content
1. Type







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

2. Source

...
Promoting your social media presence
Departmental website
Departmental newsletters
Recruitment materials
Old media (news
r...
Social media marketing:
4 steps to success
1. Develop a plan
 Integrate it
 Know what‟s
already working

2. Beware the
b...
Missouri S&T‟s limited presence
• Facebook – www.facebook.com/MissouriSandT
• Joe Miner on Facebook –
www.facebook.com/Joe...
3. Understand your audience
Missouri S&T Facebook Page
Fan growth: 4/1/09-1/18/10
2500

2000

1500

1000

500

0
4/1/09

5/1/09

6/1/09

7/1/09

8/1/0...
In their own words (tweets)
As a current student I find that the value of the
twitter feed is the instant access to inform...
In their own words (tweets)
“The most value of the twitter acct is i can get
updates about my future college and the FB si...
4. FEED YOUR CREATION

(but not too much)
Status updates: how much is enough?

50 most engaging Facebook fan pages:
• 11-13 posts/month
• 1 update every other workd...
Don‟t make it harder than it has to be
What‟s next?

Social
media
goes
mobile
What‟s next?

Nearby
tweets

Social
media
goes
mobile +
local
What‟s next?

Augmented reality
What‟s next?

?
Socialmedia101 2-3-10-100203171808-phpapp02
Socialmedia101 2-3-10-100203171808-phpapp02
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  1. 1. Social Media 101 Chancellor‟s Council Feb. 3, 2010 Andrew Careaga Missouri S&T Communications
  2. 2. Social media is… ◦ „a shift in how people discover, read and share news, information and content‟ – Wikipedia ◦ user-generated content ◦ „architecture of participation‟
  3. 3. Social media is not… ◦ just another marketing/communication channel ◦ a substitute for other marketing/ communication ◦ merely an option ◦ a complete waste of time
  4. 4. “New media” has become a synonym for “no budget.” Seth Godin The Purple Cow
  5. 5. Social media is… social!
  6. 6. Gary Hayes, personalizemedia. com www.personalizemedia. com/garys-socialmedia-count/
  7. 7. Jack Dorsey: St. Louis native, S&T alum (ECE), Twitter co-founder
  8. 8. Jack Dorsey followers 1570000 New York Times subscribers 1039031 0 1000000 2000000 Jack Dorsey has more followers on Twitter (1,570,000) than The New York Times has subscribers (1,039,031)
  9. 9. Social media (r)evolution the last 11 years 1999 2001 2003 2004 2005 2006 2009
  10. 10. Social media: still growing up 1999 Blogger 2010 Wikipedia Facebook Twitter Google Wave
  11. 11. S&T‟s social media history ◦ 2006 ◦ Google Video (then YouTube) ◦ Visions research blog ◦ 2007 ◦ ◦ ◦ ◦ Name Change Conversations eConnection “Hello” campaign Facebook, Twitter ◦ 2008 ◦ Spacebook blog
  12. 12. Who‟s doing what online? The Groundswell social media ladder Creators (24%) Conversationalists (33%) Critics (37%) Collectors (20%) Joiners (59%) Spectators (70%) Inactives (17%) Source: Forrester Research; Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (2008); “Social Technographics: Conversationalists get onto the ladder,” Josh Bernoff, Jan. 19, 2010 (blogs.forrester.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html)
  13. 13. Social networks: Facebook is tops
  14. 14. How trustworthy is social media? 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
  15. 15. 5 keys to social media success 1. Listen 2. Add value 3. Respond 4. Do good things 5. Keep it real Adapted from Aliza Sherman, “Revisiting 10 Golden Rules of Social Media,” Web Worker Daily, Jan. 5, 2010, http://webworkerdaily.com/2010/01/05/re visiting-10-golden-rules-of-social-media/
  16. 16. Create a social media listening post Monitor what‟s being discussed in social media
  17. 17. Listen + respond + add value + do good
  18. 18. Twitter saves the day!
  19. 19. Social media marketing: 4 steps to success 1. Develop a plan  Integrate it  Know what‟s already working 2. Beware the bandwagon 3. Understand your audience(s) 4. Feed your creation
  20. 20. If you‟re just getting started… • Start with listening post • Don‟t jump into every tool at once Focus on 1 or 2 where your audiences are and do them very well • It‟s about building relationships, not promoting your organization Chris Brogan & Julien Smith, Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust
  21. 21. Social media marketing: 4 steps to success 1. Develop a plan Objectives Measures (metrics) Management Resources Content (type and source)  Promotion     
  22. 22. Objectives Extend university reach and influence online by connecting and building relationships with key audiences (prospective students, current students, alumni, influentials) 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
  23. 23. 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
  24. 24. Management and resources 1. Who is the social media “owner” for your department? 2. How do you allocate time and staffing?
  25. 25. Social media content 1. Type       Official? User-generated? Tone? Frequency? Interactive! Responsive! 2. Source  Feeds?  Personal?  Combination?
  26. 26. Promoting your social media presence Departmental website Departmental newsletters Recruitment materials Old media (news releases, advertising) Business cards Email signatures Follow and be followed Keep at it Internally: Newsletters Presentations Staff meetings
  27. 27. Social media marketing: 4 steps to success 1. Develop a plan  Integrate it  Know what‟s already working 2. Beware the bandwagon 3. Understand your audience(s) 4. Feed the beast
  28. 28. Missouri S&T‟s limited presence • Facebook – www.facebook.com/MissouriSandT • Joe Miner on Facebook – www.facebook.com/JoeMiner • Twitter – www.twitter.com/MissouriSandT • YouTube – www.youtube.com/MissouriSandT • Flickr – www.flickr.com/MissouriSandT • St. Pat‟s on Flickr – www.flickr.com/stpatsbestever • Delicious – www.delicious.com/MissouriSandT No MySpace. No LinkedIn.
  29. 29. 3. Understand your audience
  30. 30. Missouri S&T Facebook Page Fan growth: 4/1/09-1/18/10 2500 2000 1500 1000 500 0 4/1/09 5/1/09 6/1/09 7/1/09 8/1/09 9/1/09 10/1/09 11/1/09 12/1/09 1/1/10
  31. 31. In their own words (tweets) As a current student I find that the value of the twitter feed is the instant access to information for safety and fun facts... ...but also being able to interact and spread that information without worrying about email lists, spam, etc. Umm I think Twitter is byfar the fastest way to receieve information, ie-> The Death of Michael Jackson I found out by Twitter before any email or Newscast had been made, so for Missouri s&t I think if they want to inform people quickly they can easily
  32. 32. In their own words (tweets) “The most value of the twitter acct is i can get updates about my future college and the FB site is that i can get even more info about S&T” “I mostly use social networking for keeping in touch with my friends, so being able to interact with Missouri S&T on Twitter made it seem more personal, like I wasn't just a face in the crowd. Using Twitter to contact my future college was also very convenient, as I'm constantly engaged in it thanks to my iPhone and other technologies.”
  33. 33. 4. FEED YOUR CREATION (but not too much)
  34. 34. Status updates: how much is enough? 50 most engaging Facebook fan pages: • 11-13 posts/month • 1 update every other workday Source: BlueFuego.com
  35. 35. Don‟t make it harder than it has to be
  36. 36. What‟s next? Social media goes mobile
  37. 37. What‟s next? Nearby tweets Social media goes mobile + local
  38. 38. What‟s next? Augmented reality
  39. 39. What‟s next? ?
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