View stunning SlideShares in full-screen with the new iOS app!Introducing SlideShare for AndroidExplore all your favorite topics in the SlideShare appGet the SlideShare app to Save for Later — even offline
View stunning SlideShares in full-screen with the new Android app!View stunning SlideShares in full-screen with the new iOS app!
Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder
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
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
Social media (r)evolutionthe last 12 years 1999 2001 2003 2004 2005 2006 2009 ‘markets are conversations’ • file sharing • blogging • open-source collaboration • social bookmarking • virtual worlds • social networking • sharing music, photos, video •‘what’s happening?’
Social media: still growing up 19992010 Blogger Wikipedia Facebook Twitter Foursquare
Gary Hayes,personalizemedia.com www.personalizemedia.com/garys-social-media-count/
Creators (24%) The Groundswell social media ladder 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). Ladder updated Jan. 19, 2010, to include “Conversationalists” (forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html)
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
But before you dive in… Are you ready? Research Planning Resources Cartoon courtesy of @debrasanborn
Research Your audience (alumni) Demographics Psychographics Socialgraphics – What are they doing online?
Research: Socialgraphics Where are your alumni online? What are their social behaviors online? What social information or people do they rely on? What is their social influence? How do your alumni use social media in the context of your institution? Adapted from Charlene Li and Jeremiah Owyang, Social Strategy: Getting Your Company Ready,” April 14, 2010 (www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final)
We believe that by following back each alumnus who follows the association or its staff, and encouraging alumni to connect with fellow followers, schools and alumni associations can deploy Twitter as a community-building tool. http://alumnifutures.typepad.com/files/af_whitepaper_alumni_networks_twitter.pdf
The social media audit What is your institution currently doing in social media? Who are your internal experts? (Identify and involve them.)
Planning: Moving forward Develop your social media plan Social media policies/guidelines Responding in a crisis
Policies or guidelines? I’m on the fence. ... In some sense, working without one allows more freedom because those who would sign off on a policy would limit what could be discussed and think they hold the right to delete or squash things because they fear negative comments or open dialog. But then again, having a clear policy with the understanding of the medium could foster a stronger integrated campuswide presence because it could be enforced that we all play by the same rules.
Policies or guidelines? I advocate for guidelines…which remind users that all of the existing policies regarding confidentiality, professional behavior, etc., also apply when using social media. Policies must go through much heavier levels of executive scrutiny and are therefore less flexible to change. Since the rules of social media are still evolving (see also Facebook over the past month), that flexibility is helpful in providing meaningful counsel to campus clients.
Policies or guidelines? Do a policy document and guidelines have to be mutually exclusive? I don’t think they do. A school SHOULD have an overarching policy document on electronic information, sharing, and/or privacy and social media should be discussed. But, as a benefit to the members of the institution, guidelines should be made available (included in the policy document) to instruct and inform.
Policies or guidelines? Institutions should have social media POLICIES for the INSTITUTION. The guidelines are for the HUMAN BEINGS.
‘I prefer the concrete, the graspable, the provable.’ Mr. Spock “The Return of the Archons” ‘Sometimes a feeling is all we humans have to go on.’ Capt. Kirk, “A Taste of Armageddon”
Structured openness and sandbox covenants ‘Covenants are promises that people make with each other, which differ from traditional corporate policies and procedures that dictate how things will operate within organizations.’ Charlene Li Open Leadership
Guiding principles Empower faculty and staff to use social media to further the institution’s communications, marketing or strategic goals Make it easy for them to use social media for the above purposes Reinforce or expand on existing policies to ensure the university is protected
The elements of social media policies/guidelines Introduction to social media – What is it? Purpose – Why a policy? (Or guidelines, principles, covenant, etc.) Reference and link back to other relevant policies and guidelines Define official social media presence, usage, management, etc. Outline best practices
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/
Beware the bandwagon Understand your audience(s) Feed the beast
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. Other departments also have a presence. More on that later.
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
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
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)
Thank you! Andrew Careaga Director of Communications Missouri University of Science and Technology firstname.lastname@example.org @andrewcareaga or www.twitter.com/andrewcareaga Higher Ed Marketing blog: http://highered.prblogs.org Find this presentation at http://slideshare.net/andrewcareaga