Social media and marketing: One practitioner’s perspective <ul><li>MoACTE Summer </li></ul><ul><li>Conference </li></ul><u...
www.slideshare.net/andrewcareaga
How digitally connected are you?
Source: Trevor Young , “Social media in a ‘tag cloud’ nutshell,” Jan. 28, 2010 (trevoryoung.posterous.com/social-media-in-...
Social media is… <ul><ul><li>user-generated </li></ul></ul><ul><ul><li>‘ architecture of participation’ </li></ul></ul>‘ A...
Source: HubSpot,  101 Awesome Marketing Quotes  (www.hubspot.com/101-marketing-quotes/)
 
 
 
 
Social media is  not… <ul><ul><li>another marketing channel </li></ul></ul><ul><ul><li>a substitute </li></ul></ul><ul><ul...
2010 Social Media Marketing Industry report, reported in  Inc.  online, April 23, 2010 (www.inc.com/news/articles/2010/04/...
<ul><li>‘ One in three business owners say that social media helps them to close business.’ </li></ul><ul><li>Increases we...
Social media’s Big Four
Commonly used social media tools Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011
Game-changer?
Marketing isn’t going to go away. Nor should it. But it needs to evolve rapidly and thoroughly, for  markets have become n...
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
Jack Dorsey has more followers on Twitter (1,691,086) than  The New York Times  has subscribers (877,000) @jack followers ...
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… <ul><li>Are you ready? </li></ul><ul><li>Research </li></ul><ul><li>Planning </li></ul><ul><li>Res...
Research <ul><li>Who are your customers? </li></ul><ul><li>What are they doing online? </li></ul><ul><li>Where are they go...
Research: Socialgraphics <ul><li>Where are your customers online? </li></ul><ul><li>What are their social behaviors online...
5 keys to social media success <ul><li>Listen </li></ul><ul><li>Add value </li></ul><ul><li>Respond </li></ul><ul><li>Do g...
Create a social media listening post <ul><li>Google news/blog alerts </li></ul><ul><li>Twitter search </li></ul><ul><li>Ac...
The value of listening <ul><li>“ Listening to our customers has always been at the heart of what we do.” </li></ul><ul><li...
Listen + respond + add value + do good
Twitter saves the day!
 
The social media audit <ul><li>What is your business currently doing in social media? </li></ul><ul><li>Who are your inter...
Planning: 4 steps <ul><li>Develop a plan </li></ul><ul><ul><li>Integrate it </li></ul></ul><ul><ul><li>Know what’s already...
Integration: what’s already working?  <ul><li>Campus visits/summer camps </li></ul><ul><ul><li>More than 70% apply </li></...
Source: Hobsons Domestic Research Report 2009-2010, cited by Karlyn Morissette, www.doteduguru.com, Oct. 22, 2009 Trust le...
A four-step approach <ul><li>Develop a plan </li></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Measures (metrics)...
Objectives Measures Extend university reach  and influence online by  connecting and building relationships  with key audi...
Objectives Measures Provide additional channels  for audiences to receive official university information <ul><li>number a...
Management and resources <ul><li>Who is the social media “owner” in your business? </li></ul><ul><li>How do you allocate t...
Social media content <ul><li>Type </li></ul><ul><ul><li>Official? </li></ul></ul><ul><ul><li>User-generated? </li></ul></u...
<ul><li>Empower  employees to use social media to further your business goals </li></ul><ul><li>Make it easy  for them to ...
A four-step approach <ul><li>Develop a plan </li></ul><ul><ul><li>Integrate it </li></ul></ul><ul><ul><li>Know what’s alre...
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/
Planning: 4 steps <ul><li>Develop a plan </li></ul><ul><ul><li>Integrate it </li></ul></ul><ul><ul><li>Know what’s already...
 
 
 
 
Helpful hints: Facebook <ul><li>Facebookers “like” food </li></ul><ul><li>Most “liked” pages: movies, TV shows, books, mus...
Helpful hints: Facebook & Twitter <ul><li>Numbers matter </li></ul><ul><li>Bigger and louder works – to a point </li></ul>...
4. FEED ME, SEYMOUR!
Source: HubSpot,  101 Awesome Marketing Quotes  (www.hubspot.com/101-marketing-quotes/)
In conclusion…
Don’t be afraid to fail
12/21/2012 Its easy to get stuck in the past when you are trying to make a good thing last   -Neil Young Courtesy of Mark ...
Thank you! Andrew Careaga about.me/andrewcareaga Twitter: @andrewcareaga
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Social Media and Marketing: One Practitioner's Perspective

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Presentation delivered to Missouri Association for Career and Technical Education on July 27, 2011, at the MoACTE conference in Springfield, Missouri.

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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)
  • Social Media and Marketing: One Practitioner's Perspective

    1. 1. Social media and marketing: One practitioner’s perspective <ul><li>MoACTE Summer </li></ul><ul><li>Conference </li></ul><ul><li>July 27, 2011 </li></ul>@andrewcareaga @MissouriSandT
    2. 2. www.slideshare.net/andrewcareaga
    3. 3. How digitally connected are you?
    4. 4. Source: Trevor Young , “Social media in a ‘tag cloud’ nutshell,” Jan. 28, 2010 (trevoryoung.posterous.com/social-media-in-a-tag-cloud-nutshell)
    5. 5. Social media is… <ul><ul><li>user-generated </li></ul></ul><ul><ul><li>‘ architecture of participation’ </li></ul></ul>‘ A shift in how people discover, read and share news, information and content’ - Wikipedia
    6. 6. Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)
    7. 11. Social media is not… <ul><ul><li>another marketing channel </li></ul></ul><ul><ul><li>a substitute </li></ul></ul><ul><ul><li>merely an option </li></ul></ul>
    8. 12. 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. 13. <ul><li>‘ One in three business owners say that social media helps them to close business.’ </li></ul><ul><li>Increases web traffic </li></ul><ul><li>Opens opportunities to build new partnerships </li></ul><ul><li>Generates good sales leads </li></ul><ul><li>73 percent reported a significant rise in search engine rankings </li></ul><ul><li>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)
    10. 14. Social media’s Big Four
    11. 15. Commonly used social media tools Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011
    12. 16. Game-changer?
    13. 17. 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
    14. 18. Blendtec’s “Will It Blend?” videos on Youtube : www.youtube.com/user/Blendtec
    15. 19. Amazon’s mp3 music stream on Twitter : www.twitter.com/amazonmp3
    16. 20. vitaminwater on Facebook : www.facebook.com/vitaminwater
    17. 21. Old Spice Man on YouTube : www.youtube.com/user/OldSpice
    18. 22. Image via Anna Vignet, www.flickr.com/photos/annnna/2228189828/
    19. 23. Humanize your business Image via www.chilloutpoint.com/featured/human-and-robots-visions-of-the-future.html
    20. 24. 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.
    21. 28. Connect with your customers
    22. 30. Extend your reach Image via msspider66 www.flickr.com/photos/msspider66/44397492/
    23. 31. Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder
    24. 32. 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
    25. 33. Put yourself in control Image via Ben McLeod www.flickr.com/photos/benmcleod/523653908/
    26. 35. 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
    27. 36. But before you dive in… <ul><li>Are you ready? </li></ul><ul><li>Research </li></ul><ul><li>Planning </li></ul><ul><li>Resources </li></ul>Cartoon courtesy of @debrasanborn
    28. 37. Research <ul><li>Who are your customers? </li></ul><ul><li>What are they doing online? </li></ul><ul><li>Where are they going online? </li></ul>
    29. 38. Research: Socialgraphics <ul><li>Where are your customers online? </li></ul><ul><li>What are their social behaviors online? </li></ul><ul><li>What social information or people do they rely on? </li></ul><ul><li>What is their social influence? </li></ul><ul><li>How do your customers use social media in the context of your business ? </li></ul><ul><li>Adapted from Charlene Li and Jeremiah Owyang, Social Strategy: Getting Your Company Ready,” April 14, 2010 </li></ul><ul><li>(www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final) </li></ul>
    30. 39. 5 keys to social media success <ul><li>Listen </li></ul><ul><li>Add value </li></ul><ul><li>Respond </li></ul><ul><li>Do good things </li></ul><ul><li>Keep it real </li></ul>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/
    31. 40. Create a social media listening post <ul><li>Google news/blog alerts </li></ul><ul><li>Twitter search </li></ul><ul><li>Active monitoring </li></ul><ul><li>Hootsuite </li></ul><ul><li>Tweetdeck </li></ul>
    32. 41. The value of listening <ul><li>“ Listening to our customers has always been at the heart of what we do.” </li></ul><ul><li>Kerry Bridge </li></ul><ul><li>Head of digital media communications for Dell </li></ul>
    33. 42. Listen + respond + add value + do good
    34. 43. Twitter saves the day!
    35. 45. The social media audit <ul><li>What is your business currently doing in social media? </li></ul><ul><li>Who are your internal experts? (Identify and involve them.) </li></ul>
    36. 46. Planning: 4 steps <ul><li>Develop a plan </li></ul><ul><ul><li>Integrate it </li></ul></ul><ul><ul><li>Know what’s already working </li></ul></ul><ul><li>Beware the bandwagon </li></ul><ul><li>Understand your audience(s) </li></ul><ul><li>Feed your social media beast </li></ul>
    37. 47. Integration: what’s already working? <ul><li>Campus visits/summer camps </li></ul><ul><ul><li>More than 70% apply </li></ul></ul><ul><ul><li>About 61% enroll </li></ul></ul><ul><ul><li>@ 25% of freshmen attend at least one summer program </li></ul></ul><ul><li>Tele-counseling </li></ul><ul><ul><li>Increases attendance at high school visits, receptions, etc. </li></ul></ul><ul><li>Consistent, frequent communication </li></ul><ul><li>Relationship building </li></ul>
    38. 48. Source: Hobsons Domestic Research Report 2009-2010, cited by Karlyn Morissette, www.doteduguru.com, Oct. 22, 2009 Trust levels among prospective students
    39. 49. A four-step approach <ul><li>Develop a plan </li></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Measures (metrics) </li></ul></ul><ul><ul><li>Management </li></ul></ul><ul><ul><li>Resources </li></ul></ul><ul><ul><li>Content (type and source) </li></ul></ul><ul><ul><li>Promotion </li></ul></ul>
    40. 50. Objectives Measures Extend university reach and influence online by connecting and building relationships with key audiences (prospective students, current students, alumni, influentials) <ul><li>number and types of followers </li></ul><ul><li>social media referrals to web content (campaign-based and not) </li></ul><ul><li>feedback from friends, followers, etc. </li></ul>Provide additional channels for audiences to communicate and interact with the university <ul><li>volume and quality of feedback </li></ul><ul><li>Comments </li></ul><ul><li>“ likes” </li></ul><ul><li>DMs, RTs, @s </li></ul>
    41. 51. Objectives Measures Provide additional channels for audiences to receive official university information <ul><li>number and types of followers </li></ul>Monitor online reputation of the university in the social media sphere <ul><li>number of interactions </li></ul><ul><li>qualitative analysis of comments </li></ul>
    42. 52. Management and resources <ul><li>Who is the social media “owner” in your business? </li></ul><ul><li>How do you allocate time and staffing? </li></ul>
    43. 53. Social media content <ul><li>Type </li></ul><ul><ul><li>Official? </li></ul></ul><ul><ul><li>User-generated? </li></ul></ul><ul><ul><li>Tone? </li></ul></ul><ul><ul><li>Frequency? </li></ul></ul><ul><ul><li>Interactive! </li></ul></ul><ul><ul><li>Responsive! </li></ul></ul><ul><li>Source </li></ul><ul><ul><li>Feeds? </li></ul></ul><ul><ul><li>Personal? </li></ul></ul><ul><ul><li>Combination? </li></ul></ul>
    44. 54. <ul><li>Empower employees to use social media to further your business goals </li></ul><ul><li>Make it easy for them to use social media for that purpose </li></ul><ul><li>Reinforce or expand on existing policies to make sure your business is protected </li></ul>Guiding principles
    45. 55. A four-step approach <ul><li>Develop a plan </li></ul><ul><ul><li>Integrate it </li></ul></ul><ul><ul><li>Know what’s already working </li></ul></ul><ul><li>Beware the bandwagon </li></ul><ul><li>Understand your audience(s) </li></ul><ul><li>Feed the beast </li></ul>
    46. 56. Commonly used social media tools Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011
    47. 57. The social media cheat sheet www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet /
    48. 58. The social media cheat sheet www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
    49. 59. Planning: 4 steps <ul><li>Develop a plan </li></ul><ul><ul><li>Integrate it </li></ul></ul><ul><ul><li>Know what’s already working </li></ul></ul><ul><li>Beware the bandwagon </li></ul><ul><li>Understand your audience(s) </li></ul><ul><li>Feed your social media beast </li></ul>
    50. 64. Helpful hints: Facebook <ul><li>Facebookers “like” food </li></ul><ul><li>Most “liked” pages: movies, TV shows, books, musicians/bands </li></ul><ul><li>Least “liked” pages: religious organizations, pets, bars, pharma </li></ul><ul><li>Sharing video more effective on Facebook than Twitter </li></ul><ul><li>Click-through rates are higher on weekends </li></ul>Source: Dan Zarrella, “The Science of Social Media ,” smsci.danzarrella.com
    51. 65. Helpful hints: Facebook & Twitter <ul><li>Numbers matter </li></ul><ul><li>Bigger and louder works – to a point </li></ul><ul><li>Avoid “link fatigue” </li></ul><ul><li>Stay positive </li></ul><ul><li>It isn’t all about you (your business) </li></ul><ul><li>Use combined relevance </li></ul><ul><li>Help your audience look cool </li></ul>Source: Dan Zarrella, “The Science of Social Media ,” smsci.danzarrella.com
    52. 66. 4. FEED ME, SEYMOUR!
    53. 67. Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)
    54. 68. In conclusion…
    55. 69. Don’t be afraid to fail
    56. 70. 12/21/2012 Its easy to get stuck in the past when you are trying to make a good thing last -Neil Young Courtesy of Mark Greenfield (@markgr)
    57. 71. Thank you! Andrew Careaga about.me/andrewcareaga Twitter: @andrewcareaga

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