Social Media 101

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"Social Media 101" presentation to the Missouri S&T Chancellor's Council, Feb. 3, 2010

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Social Media 101

  1. 1. Social Media 101<br />Chancellor’s Council<br />Feb. 3, 2010<br />Andrew Careaga<br />Missouri S&T Communications<br />
  2. 2. Social media is…<br /><ul><li>‘a shift in how people discover, read and share news, information and content’ – Wikipedia
  3. 3. user-generated content
  4. 4. ‘architecture of participation’</li></li></ul><li>Social media is not…<br /><ul><li>just another marketing/communication channel
  5. 5. a substitute for other marketing/ communication
  6. 6. merely an option
  7. 7. a complete waste of time</li></li></ul><li>“New media” has become a synonym for “no budget.”Seth GodinThe Purple Cow<br />
  8. 8. Social media is…<br />social!<br />
  9. 9. Gary Hayes, personalizemedia.com<br />www.personalizemedia.com/garys-social-media-count/<br />
  10. 10. Jack Dorsey: St. Louis native, S&T alum (ECE), Twitter co-founder<br />
  11. 11. Jack Dorsey has more followers on Twitter (1,570,000) than The New York Times has subscribers (1,039,031)<br />
  12. 12. Social media (r)evolutionthe last 11 years<br />1999 2001 2003 2004 2005 2006 2009<br />
  13. 13. Social media: still growing up<br />1999 2010<br />Blogger Wikipedia Facebook Twitter Google Wave<br />
  14. 14. S&T’s social media history<br /><ul><li>2006
  15. 15. Google Video</li></ul> (then YouTube)<br /><ul><li>Visions research blog
  16. 16. 2007
  17. 17. Name Change Conversations
  18. 18. eConnection
  19. 19. “Hello” campaign
  20. 20. Facebook, Twitter
  21. 21. 2008
  22. 22. Spacebook blog</li></li></ul><li>Who’s doing what online? <br />The Groundswell social media ladder<br />Creators (24%)<br />Conversationalists (33%)<br />Critics (37%)<br />Collectors (20%)<br />Joiners (59%)<br />Spectators (70%)<br />Inactives (17%)<br />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)<br />
  23. 23. Social networks: Facebook is tops<br />
  24. 24. How trustworthy is social media?<br />Source: Hobsons Domestic Research Report 2009-2010, cited by KarlynMorissette, www.doteduguru.com, Oct. 22, 2009<br />
  25. 25. 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 />
  26. 26. Create a social media listening post<br />Monitor what’s being discussed in social media<br />
  27. 27. Listen + respond + add value + do good<br />
  28. 28. Twitter saves the day!<br />
  29. 29.
  30. 30.
  31. 31. Social media marketing:4 steps to success<br />Develop a plan<br /><ul><li>Integrate it
  32. 32. Know what’s already working</li></ul>Beware the bandwagon<br />Understand your audience(s)<br />Feed your creation<br />
  33. 33. If you’re just getting started…<br /><ul><li>Start with listening post
  34. 34. Don’t jump into every tool at once</li></ul> Focus on 1 or 2 where your audiences are and do them very well<br /><ul><li>It’s about building relationships, not promoting your organization</li></ul>Chris Brogan & Julien Smith, Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust<br />
  35. 35. Social media marketing:4 steps to success<br />Develop a plan<br /><ul><li>Objectives
  36. 36. Measures (metrics)
  37. 37. Management
  38. 38. Resources
  39. 39. Content (type and source)
  40. 40. Promotion</li></li></ul><li>
  41. 41.
  42. 42. Management and resources<br />Who is the social media “owner” for your department?<br />How do you allocate time and staffing?<br />
  43. 43. Social media content<br />Type<br /><ul><li>Official?
  44. 44. User-generated?
  45. 45. Tone?
  46. 46. Frequency?
  47. 47. Interactive!
  48. 48. Responsive!</li></ul>Source<br /><ul><li>Feeds?
  49. 49. Personal?
  50. 50. Combination?</li></li></ul><li>Promoting your social media presence<br />Departmental website<br />Departmental newsletters<br />Recruitment materials<br />Old media (news<br />releases, advertising)<br />Business cards<br />Email signatures<br />Follow and be followed<br />Keep at it<br />Internally:<br /> Newsletters<br />Presentations<br />Staff meetings<br />
  51. 51. Social media marketing:4 steps to success<br />Develop a plan<br /><ul><li>Integrate it
  52. 52. Know what’s already working</li></ul>Beware the bandwagon<br />Understand your audience(s)<br />Feed the beast<br />
  53. 53. 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 />
  54. 54. 3. Understand your audience<br />
  55. 55.
  56. 56.
  57. 57. In their own words (tweets)<br />As a current student I find that the value of the twitter feed is the instant access to information for safety and fun facts...<br />...but also being able to interact and spread that information without worrying about email lists, spam, etc.<br />Umm I think Twitter is byfar the fastest way to receieve information, ie-&gt; 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<br />
  58. 58. In their own words (tweets)<br />“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”<br />“I mostly use social networking for keeping in touch with my friends, so being able to interact with Missouri S&T on Twitter<br />made it seem more personal, like I wasn&apos;t just a face in the crowd. Using Twitter to contact my future college was also <br />very convenient, as I&apos;m constantly engaged in it thanks to my iPhone and other technologies.”<br />
  59. 59. 4. FEED YOUR CREATION<br />(but not too much)<br />
  60. 60. Status updates: how much is enough?<br />50 most engaging Facebook fan pages:<br />11-13 posts/month<br />1 update every other workday<br />Source: BlueFuego.com<br />
  61. 61. Don’t make it harder than it has to be<br />
  62. 62. What’s next?<br />Social media goes mobile<br />
  63. 63. What’s next?<br />Social media goes mobile + local<br />Nearby tweets<br />
  64. 64. What’s next?<br />Augmented reality<br />
  65. 65. What’s next?<br />?<br />

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