Getting down to business with social media

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Presentation to Rolla Area Chamber of Commerce Regional Business Conference, Oct. 20, 2010

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  • 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)
  • Getting down to business with social media

    1. 1. Getting down to businesswith social media<br />Rolla Area Chamber of Commerce | Fall Regional Business Conference<br />October 20, 2010<br />Presented by: Andrew Careaga<br />Missouri University of Science and Technology<br />
    2. 2. www.slideshare.net/andrewcareaga<br />
    3. 3. What’s your digital IQ?<br />
    4. 4. Social media is…<br />● Wikipedia: ‘a shift in how people discover, read and share news, information and content’ <br /> ● user-generated<br /> ● ‘architecture of<br /> participation’<br />
    5. 5. Social media is not…<br />● another marketing channel<br /> ● a substitute<br /> ● merely an option<br /> ● a complete<br /> waste of time<br />
    6. 6. Social media is…<br />social!<br />
    7. 7.
    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)<br />
    9. 9. ‘One in three business owners say that social media helps them to close business.’<br /><ul><li> Increases web traffic
    10. 10. Opens opportunities to build new partnerships
    11. 11. Generates good sales leads
    12. 12. 73 percent reported a significant rise in search engine rankings
    13. 13. 48 percent said social media reduced their overall marketing expenses</li></ul>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)<br />
    14. 14.
    15. 15. 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.<br />The Cluetrain Manifesto<br />
    16. 16. Blendtec’s “Will It Blend?” videos on Youtube: www.youtube.com/user/Blendtec<br />
    17. 17. Amazon’s mp3 music stream on Twitter: www.twitter.com/amazonmp3<br />
    18. 18. vitaminwater on Facebook: www.facebook.com/vitaminwater<br />
    19. 19. Old Spice Man on YouTube: www.youtube.com/user/OldSpice<br />
    20. 20.
    21. 21. Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder<br />
    22. 22. Jack Dorsey has more followers on Twitter (1,586,915) than The New York Times has subscribers (951,063)@jack followers on Twitter as of July 2, 2010; New York Times subscribers as of March 31, 2010<br />
    23. 23. Diving in …<br />‘Like skydiving, a lot of learning comes from doing.’<br />Brad J. Ward, co-founder, BlueFuego.com, “Skydiving Into the Social Web,” Squaredpeg.com, Jan. 6, 2010<br />
    24. 24. But before you dive in…<br />Are you ready?<br />Research<br />Planning<br />Resources<br />Cartoon courtesy of @debrasanborn<br />
    25. 25. Research<br />Who are your customers?<br />What are they doing online?<br />Where are they going online?<br />
    26. 26. Research: Socialgraphics<br />Where are your customers online?<br />What are their social behaviors online?<br />What social information or people do they rely on?<br />What is their social influence?<br />How do your customers use social media in the context of your business?<br />Adapted from Charlene Li and Jeremiah Owyang, Social Strategy: Getting Your Company Ready,” April 14, 2010<br />(www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final)<br />
    27. 27. 5 keys to social media success<br />Listen<br />Add value<br />Respond<br />Do good things<br />Keep it real<br />Adapted from Aliza Sherman, “Revisiting 10 Golden Rules of Social Media,” Web Worker Daily, Jan. 5, 2010,<br />http://webworkerdaily.com/2010/01/05/revisiting-10-golden-rules-of-social-media/<br />
    28. 28. Create a social media listening post<br /><ul><li>Google news/blog alerts
    29. 29. Twitter search
    30. 30. Active monitoring
    31. 31. Hootsuite</li></li></ul><li>Listening tools: Hootsuite<br />
    32. 32. Listen + respond + add value + do good<br />
    33. 33. Twitter saves the day!<br />
    34. 34.
    35. 35.
    36. 36.
    37. 37.
    38. 38. The social media audit<br />What is your business currently doing in social media?<br />Who are your internal experts? (Identify and involve them.)<br />
    39. 39. Planning: 4 steps<br />Develop a plan<br /><ul><li>Integrate it
    40. 40. Know what’s already working</li></ul>Beware the bandwagon<br />Understand your audience(s)<br />Feed the beast<br />
    41. 41. Integration: what’s already working? <br /><ul><li>Campus visits/summer camps</li></ul>More than 70% apply<br />About 61% enroll<br />26% of 2009 freshmen attended at least one summer program<br /><ul><li>Tele-counseling</li></ul>Increases attendance at high school visits, receptions, etc.<br /><ul><li>Consistent, frequent Communication
    42. 42. Relationship building</li></li></ul><li>Trust levels among prospective students<br />Source: Hobsons Domestic Research Report 2009-2010, cited by KarlynMorissette, www.doteduguru.com, Oct. 22, 2009<br />
    43. 43. Spacebook: Sandra Magnus’ blog from the International Space Station<br />http://spacebook.mst.edu<br />
    44. 44. Integration: what’s already working? <br />Missouri S&T magazine<br />84% read every issue<br />50% “very satisfied”<br />35% “satisfied”<br />Strong campus traditions<br />Consistent, <br /> frequent communication<br />Relationships<br />
    45. 45. The best ever blog: http://bestever.mst.edu<br />St. Pat’s Flickr site: http://www.flickr.com/stpatsbestever<br />
    46. 46.
    47. 47. 140 years of campus history in under 4 minutes (www.youtube.com/MissouriSandT) <br />
    48. 48.
    49. 49. A four-step approach<br />Develop a plan<br /><ul><li>Objectives
    50. 50. Measures (metrics)
    51. 51. Management
    52. 52. Resources
    53. 53. Content (type and source)
    54. 54. Promotion</li></li></ul><li>
    55. 55.
    56. 56.
    57. 57. Management and resources<br />Who is the social media “owner” in your business?<br />How do you allocate time and staffing?<br />
    58. 58. Social media content<br />Type<br /><ul><li>Official?
    59. 59. User-generated?
    60. 60. Tone?
    61. 61. Frequency?
    62. 62. Interactive!
    63. 63. Responsive!</li></ul>Source<br /><ul><li>Feeds?
    64. 64. Personal?
    65. 65. Combination?</li></li></ul><li>Guiding principles<br />Empower employees to use social media to further your business goals<br />Make it easy for them to use social media for that purpose<br />Reinforce or expand on existing policies to make sure your business is protected<br />
    66. 66. A four-step approach<br />Develop a plan<br /><ul><li>Integrate it
    67. 67. Know what’s already working</li></ul>Beware the bandwagon<br />Understand your audience(s)<br />Feed the beast<br />
    68. 68. Missouri S&T’s limited presence<br />Facebook – www.facebook.com/MissouriSandT<br />Joe Miner on Facebook – www.facebook.com/JoeMiner<br />Twitter – www.twitter.com/MissouriSandT<br />YouTube – www.youtube.com/MissouriSandT<br />Flickr – www.flickr.com/MissouriSandT<br />St. Pat’s on Flickr – www.flickr.com/stpatsbestever<br />Delicious – www.delicious.com/MissouriSandT<br />No MySpace.<br />No LinkedIn.<br />
    69. 69.
    70. 70. The social media cheat sheet<br />www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/<br />
    71. 71. The social media cheat sheet<br />www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/<br />
    72. 72. Source: Charlene Li and Jeremiah Owyang, “Social Strategy: Getting Your Company Ready,” April 14, 2010<br />(www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final)<br />
    73. 73. 4. FEED ME, SEYMOUR!<br />
    74. 74. Promoting your social media presence<br /><ul><li>Personalized Facebook messages to your hometown network
    75. 75. Street team of fans to spread the word in their own networks
    76. 76. Promote through your newsletter, on your website, in your blog, etc.
    77. 77. Promote in all printed materials (brochures, business cards, etc.)
    78. 78. Promote in your email signature</li></li></ul><li>What’s next?<br />Social media goes mobile<br />
    79. 79. What’s next?<br />Social media goes mobile + local<br />Nearby tweets<br />
    80. 80. Location as platform<br />“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.”<br />Marshall Kirkpatrick, “Foursquare Launches Location Layers – This Is Big,” ReadWriteWeb.com, July 6, 2010<br />
    81. 81. Location as platform<br /><ul><li> Rewards for Foursquare “check-ins”
    82. 82. Special offers to social media users
    83. 83. Create “tips” to highlight history, unique features
    84. 84. Virtual tours as games</li></li></ul><li>Tech’s future, according to kids<br />An “Internet of Things.” Objects connected to the Internet via RFID tags, sensors, barcodes), optimized for everyday life.<br />Action, not just information <br />True interactivity<br />Source: Latitude Research, “Children’s ‘Future Requests’ for Computers and the Internet,” July 2010. Summary: http://www.life-connected.com/cms/wp-content/uploads/2010/07/Latitude-Research-42-KidsTech-Study-Summary.pdf<br />
    85. 85. In conclusion…<br />
    86. 86. Don’t be afraid to fail<br />
    87. 87. Its easy to get stuck in the past when you are trying to make a good thing last<br />-Neil Young<br />12/21/2012<br />Courtesy of Mark Greenfield (@markgr)<br />
    88. 88. Thank you!<br />Andrew Careaga<br />Director of Communications<br />Missouri University of Science and Technology<br />acareaga@mst.edu<br />Twitter:<br />@andrewcareaga or<br />www.twitter.com/andrewcareaga<br />Higher Ed Marketing blog:<br />http://highered.prblogs.org<br />

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