Getting down to business with social media

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

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)

Transcript

  • 1. Getting down to businesswith social media
    Rolla Area Chamber of Commerce | Fall Regional Business Conference
    October 20, 2010
    Presented by: Andrew Careaga
    Missouri University of Science and Technology
  • 2. www.slideshare.net/andrewcareaga
  • 3. What’s your digital IQ?
  • 4. Social media is…
    ● Wikipedia: ‘a shift in how people discover, read and share news, information and content’
    ● user-generated
    ● ‘architecture of
    participation’
  • 5. Social media is not…
    ● another marketing channel
    ● a substitute
    ● merely an option
    ● a complete
    waste of time
  • 6. Social media is…
    social!
  • 7.
  • 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. ‘One in three business owners say that social media helps them to close business.’
    • Increases web traffic
    • 10. Opens opportunities to build new partnerships
    • 11. Generates good sales leads
    • 12. 73 percent reported a significant rise in search engine rankings
    • 13. 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)
  • 14.
  • 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.
    The Cluetrain Manifesto
  • 16. Blendtec’s “Will It Blend?” videos on Youtube: www.youtube.com/user/Blendtec
  • 17. Amazon’s mp3 music stream on Twitter: www.twitter.com/amazonmp3
  • 18. vitaminwater on Facebook: www.facebook.com/vitaminwater
  • 19. Old Spice Man on YouTube: www.youtube.com/user/OldSpice
  • 20.
  • 21. Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder
  • 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
  • 23. 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
  • 24. But before you dive in…
    Are you ready?
    Research
    Planning
    Resources
    Cartoon courtesy of @debrasanborn
  • 25. Research
    Who are your customers?
    What are they doing online?
    Where are they going online?
  • 26. Research: Socialgraphics
    Where are your customers online?
    What are their social behaviors online?
    What social information or people do they rely on?
    What is their social influence?
    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)
  • 27. 5 keys to social media success
    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,
    http://webworkerdaily.com/2010/01/05/revisiting-10-golden-rules-of-social-media/
  • 28. Create a social media listening post
    • Google news/blog alerts
    • 29. Twitter search
    • 30. Active monitoring
    • 31. Hootsuite
  • Listening tools: Hootsuite
  • 32. Listen + respond + add value + do good
  • 33. Twitter saves the day!
  • 34.
  • 35.
  • 36.
  • 37.
  • 38. The social media audit
    What is your business currently doing in social media?
    Who are your internal experts? (Identify and involve them.)
  • 39. Planning: 4 steps
    Develop a plan
    • Integrate it
    • 40. Know what’s already working
    Beware the bandwagon
    Understand your audience(s)
    Feed the beast
  • 41. Integration: what’s already working?
    • Campus visits/summer camps
    More than 70% apply
    About 61% enroll
    26% of 2009 freshmen attended at least one summer program
    • Tele-counseling
    Increases attendance at high school visits, receptions, etc.
    • Consistent, frequent Communication
    • 42. Relationship building
  • Trust levels among prospective students
    Source: Hobsons Domestic Research Report 2009-2010, cited by KarlynMorissette, www.doteduguru.com, Oct. 22, 2009
  • 43. Spacebook: Sandra Magnus’ blog from the International Space Station
    http://spacebook.mst.edu
  • 44. Integration: what’s already working?
    Missouri S&T magazine
    84% read every issue
    50% “very satisfied”
    35% “satisfied”
    Strong campus traditions
    Consistent,
    frequent communication
    Relationships
  • 45. The best ever blog: http://bestever.mst.edu
    St. Pat’s Flickr site: http://www.flickr.com/stpatsbestever
  • 46.
  • 47. 140 years of campus history in under 4 minutes (www.youtube.com/MissouriSandT)
  • 48.
  • 49. A four-step approach
    Develop a plan
  • 55.
  • 56.
  • 57. Management and resources
    Who is the social media “owner” in your business?
    How do you allocate time and staffing?
  • 58. Social media content
    Type
    Source
  • 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
  • 66. A four-step approach
    Develop a plan
    • Integrate it
    • 67. Know what’s already working
    Beware the bandwagon
    Understand your audience(s)
    Feed the beast
  • 68. 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.
  • 69.
  • 70. The social media cheat sheet
    www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
  • 71. The social media cheat sheet
    www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
  • 72. Source: Charlene Li and Jeremiah Owyang, “Social Strategy: Getting Your Company Ready,” April 14, 2010
    (www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final)
  • 73. 4. FEED ME, SEYMOUR!
  • 74. Promoting your social media presence
    • Personalized Facebook messages to your hometown network
    • 75. Street team of fans to spread the word in their own networks
    • 76. Promote through your newsletter, on your website, in your blog, etc.
    • 77. Promote in all printed materials (brochures, business cards, etc.)
    • 78. Promote in your email signature
  • What’s next?
    Social media goes mobile
  • 79. What’s next?
    Social media goes mobile + local
    Nearby tweets
  • 80. 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
  • 81. Location as platform
    • Rewards for Foursquare “check-ins”
    • 82. Special offers to social media users
    • 83. Create “tips” to highlight history, unique features
    • 84. Virtual tours as games
  • Tech’s future, according to kids
    An “Internet of Things.” Objects connected to the Internet via RFID tags, sensors, barcodes), optimized for everyday life.
    Action, not just information
    True interactivity
    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
  • 85. In conclusion…
  • 86. Don’t be afraid to fail
  • 87. 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)
  • 88. Thank you!
    Andrew Careaga
    Director of Communications
    Missouri University of Science and Technology
    acareaga@mst.edu
    Twitter:
    @andrewcareaga or
    www.twitter.com/andrewcareaga
    Higher Ed Marketing blog:
    http://highered.prblogs.org