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Social media: Making it							work for you<br />Rolla Chamber of Commerce | June 23, 2011<br />@andrewcareaga | @MissouriS...
Twitter hashtag: #RollaSocMedwww.slideshare.net/andrewcareaga<br />
Source: Trevor Young , “Social media in a ‘tag cloud’ nutshell, Jan. 28, 2010 (trevoryoung.posterous.com/social-media-in-a...
Social media is…<br />‘A shift in how people discover, read and share news, information and content’ <br />- Wikipedia<br ...
‘architecture of participation’</li></li></ul><li>YouTube’s Life in a Day Project<br />YouTube.com/lifeinaday<br />
Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)<br />
Social media is not…<br /><ul><li>another marketing channel
a substitute
merely an option</li></li></ul><li>2010 Social Media Marketing Industry report, reported in Inc. online, April 23, 2010 (w...
‘One in three business owners say that social media helps them to close business.’<br /><ul><li> Increases web traffic
 Opens opportunities to build new partnerships
 Generates good sales leads
 73 percent reported a significant rise in search engine rankings
 48 percent said social media reduced their overall marketing expenses</li></ul>2010 Social Media Marketing Industry repor...
Social media’s Big Four<br />
Commonly used social media tools<br />Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 20...
Marketing isn’t going to go away. Nor should it. But it needs to evolve rapidly and thoroughly, for markets have become ne...
Blendtec’s “Will It Blend?” videos on Youtube: www.youtube.com/user/Blendtec<br />
Amazon’s mp3 music stream on Twitter: www.twitter.com/amazonmp3<br />
vitaminwater on Facebook: www.facebook.com/vitaminwater<br />
Old Spice Man on YouTube: www.youtube.com/user/OldSpice<br />
Image via Anna Vignet, www.flickr.com/photos/annnna/2228189828/<br />
Humanize your business<br />Image via www.chilloutpoint.com/featured/human-and-robots-visions-of-the-future.html<br />
Communicating in a human voice adds a sense of personal and sociable human contact to the interaction with the public. <br...
Connect with your customers<br />
Extend your reach<br />Image via msspider66 www.flickr.com/photos/msspider66/44397492/<br />
Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder<br />
Jack Dorsey has more followers on Twitter (1,691,086) than The New York Times has subscribers (877,000)@jack followers on ...
Put yourself in control<br />Image via Ben McLeod www.flickr.com/photos/benmcleod/523653908/<br />
Diving in …<br />‘Like skydiving, a lot of learning comes from doing.’<br />Brad J. Ward, co-founder, BlueFuego.com, “Skyd...
But before you dive in…<br />Are you ready?<br />Research<br />Planning<br />Resources<br />Cartoon courtesy of @debrasanb...
Research<br />Who are your customers?<br />What are they doing online?<br />Where are they going online?<br />
Research: Socialgraphics<br />Where are your customers online?<br />What are their social behaviors online?<br />What soci...
5 keys to social media success<br />Listen<br />Add value<br />Respond<br />Do good things<br />Keep it real<br />Adapted ...
Create a social media listening post<br /><ul><li>Google news/blog alerts
Twitter search
Active monitoring
Hootsuite
Tweetdeck</li></li></ul><li>The value of listening<br />“Listening to our customers has always been at the heart of what w...
Google Alertsgoogle.com/alerts<br />
Listening tools: Hootsuite<br />Hootsuite.com<br />
Listen + respond + add value + do good<br />
Twitter saves the day!<br />
The social media audit<br />What is your business currently doing in social media?<br />Who are your internal experts? (Id...
Planning: 4 steps<br />Develop a plan<br /><ul><li>Integrate it
Know what’s already working</li></ul>Beware the bandwagon<br />Understand your audience(s)<br />Feed your social media bea...
Integration: what’s already working? <br /><ul><li>Campus visits/summer camps</li></ul>More than 70% apply<br />About 61% ...
Relationship building</li></li></ul><li>Trust levels among prospective students<br />Source: Hobsons Domestic Research Rep...
A four-step approach<br />Develop a plan<br /><ul><li>Objectives
Measures (metrics)
Management
Resources
Content (type and source)
Promotion</li></li></ul><li>
Management and resources<br />Who is the social media “owner” in your business?<br />How do you allocate time and staffing...
Social media content<br />Type<br /><ul><li>Official?
User-generated?
Tone?
Frequency?
Interactive!
Responsive!</li></ul>Source<br /><ul><li>Feeds?
Personal?
Combination?</li></li></ul><li>Finding your business voice<br />Source: Stephanie Schwab, “Finding Your Brand Voice,” Soci...
Source: Stephanie Schwab, “Finding Your Brand Voice,” SocialMediaExplorer.com, March 31, 2011<br />
Guiding principles<br />Empower employees to use social media to further your business goals<br />Make it easy for them to...
A four-step approach<br />Develop a plan<br /><ul><li>Integrate it
Know what’s already working</li></ul>Beware the bandwagon<br />Understand your audience(s)<br />Feed the beast<br />
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Social media: Making it work for you

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Presentation sponsored by Rolla Chamber of Commerce and presented June 23, 2011. (Replaces previous slide show of the same name. Fixed web address on final slide.)

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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)
  • Transcript of "Social media: Making it work for you"

    1. 1. Social media: Making it work for you<br />Rolla Chamber of Commerce | June 23, 2011<br />@andrewcareaga | @MissouriSandT<br />
    2. 2. Twitter hashtag: #RollaSocMedwww.slideshare.net/andrewcareaga<br />
    3. 3. Source: Trevor Young , “Social media in a ‘tag cloud’ nutshell, Jan. 28, 2010 (trevoryoung.posterous.com/social-media-in-a-tag-cloud-nutshell)<br />
    4. 4. Social media is…<br />‘A shift in how people discover, read and share news, information and content’ <br />- Wikipedia<br /><ul><li>user-generated
    5. 5. ‘architecture of participation’</li></li></ul><li>YouTube’s Life in a Day Project<br />YouTube.com/lifeinaday<br />
    6. 6.
    7. 7. Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)<br />
    8. 8.
    9. 9.
    10. 10.
    11. 11. Social media is not…<br /><ul><li>another marketing channel
    12. 12. a substitute
    13. 13. merely an option</li></li></ul><li>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. ‘One in three business owners say that social media helps them to close business.’<br /><ul><li> Increases web traffic
    15. 15. Opens opportunities to build new partnerships
    16. 16. Generates good sales leads
    17. 17. 73 percent reported a significant rise in search engine rankings
    18. 18. 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 />
    19. 19. Social media’s Big Four<br />
    20. 20. Commonly used social media tools<br />Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011<br />
    21. 21. 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 />
    22. 22. Blendtec’s “Will It Blend?” videos on Youtube: www.youtube.com/user/Blendtec<br />
    23. 23. Amazon’s mp3 music stream on Twitter: www.twitter.com/amazonmp3<br />
    24. 24. vitaminwater on Facebook: www.facebook.com/vitaminwater<br />
    25. 25. Old Spice Man on YouTube: www.youtube.com/user/OldSpice<br />
    26. 26. Image via Anna Vignet, www.flickr.com/photos/annnna/2228189828/<br />
    27. 27. Humanize your business<br />Image via www.chilloutpoint.com/featured/human-and-robots-visions-of-the-future.html<br />
    28. 28. Communicating in a human voice adds a sense of personal and sociable human contact to the interaction with the public. <br />… [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.<br />Hyojung Park<br />Missouri School of Journalism<br />Source: MU News Bureau, “Use of Human Voice in Social Media Can Help Organizations Build Relationships,” May 18, 2011.<br />
    29. 29.
    30. 30.
    31. 31.
    32. 32. Connect with your customers<br />
    33. 33.
    34. 34. Extend your reach<br />Image via msspider66 www.flickr.com/photos/msspider66/44397492/<br />
    35. 35. Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder<br />
    36. 36. 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<br />
    37. 37. Put yourself in control<br />Image via Ben McLeod www.flickr.com/photos/benmcleod/523653908/<br />
    38. 38.
    39. 39. 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 />
    40. 40. But before you dive in…<br />Are you ready?<br />Research<br />Planning<br />Resources<br />Cartoon courtesy of @debrasanborn<br />
    41. 41. Research<br />Who are your customers?<br />What are they doing online?<br />Where are they going online?<br />
    42. 42. 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 />
    43. 43. 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 />www.webworkerdaily.com/2010/01/05/<br />revisiting-10-golden-rules-of-social-media/<br />
    44. 44. Create a social media listening post<br /><ul><li>Google news/blog alerts
    45. 45. Twitter search
    46. 46. Active monitoring
    47. 47. Hootsuite
    48. 48. Tweetdeck</li></li></ul><li>The value of listening<br />“Listening to our customers has always been at the heart of what we do.”<br />Kerry Bridge<br />Head of digital media communications for Dell<br />
    49. 49.
    50. 50. Google Alertsgoogle.com/alerts<br />
    51. 51. Listening tools: Hootsuite<br />Hootsuite.com<br />
    52. 52. Listen + respond + add value + do good<br />
    53. 53. Twitter saves the day!<br />
    54. 54.
    55. 55.
    56. 56.
    57. 57.
    58. 58. 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 />
    59. 59. Planning: 4 steps<br />Develop a plan<br /><ul><li>Integrate it
    60. 60. Know what’s already working</li></ul>Beware the bandwagon<br />Understand your audience(s)<br />Feed your social media beast<br />
    61. 61. Integration: what’s already working? <br /><ul><li>Campus visits/summer camps</li></ul>More than 70% apply<br />About 61% enroll<br />@ 25% of freshmen attend 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
    62. 62. 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 />
    63. 63. A four-step approach<br />Develop a plan<br /><ul><li>Objectives
    64. 64. Measures (metrics)
    65. 65. Management
    66. 66. Resources
    67. 67. Content (type and source)
    68. 68. Promotion</li></li></ul><li>
    69. 69.
    70. 70.
    71. 71. Management and resources<br />Who is the social media “owner” in your business?<br />How do you allocate time and staffing?<br />
    72. 72. Social media content<br />Type<br /><ul><li>Official?
    73. 73. User-generated?
    74. 74. Tone?
    75. 75. Frequency?
    76. 76. Interactive!
    77. 77. Responsive!</li></ul>Source<br /><ul><li>Feeds?
    78. 78. Personal?
    79. 79. Combination?</li></li></ul><li>Finding your business voice<br />Source: Stephanie Schwab, “Finding Your Brand Voice,” SocialMediaExplorer.com, March 31, 2011<br />
    80. 80. Source: Stephanie Schwab, “Finding Your Brand Voice,” SocialMediaExplorer.com, March 31, 2011<br />
    81. 81. 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 />
    82. 82. A four-step approach<br />Develop a plan<br /><ul><li>Integrate it
    83. 83. Know what’s already working</li></ul>Beware the bandwagon<br />Understand your audience(s)<br />Feed the beast<br />
    84. 84. Commonly used social media tools<br />Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011<br />
    85. 85. The social media cheat sheet<br />www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/<br />
    86. 86. The social media cheat sheet<br />www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/<br />
    87. 87. 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 />
    88. 88. 4. FEED ME, SEYMOUR!<br />
    89. 89. Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)<br />
    90. 90. Helpful hints: Facebook<br />Facebookers “like” food<br />Most “liked” pages: movies, TV shows, books, musicians/bands<br />Least “liked” pages: religious organizations, pets, bars, pharma<br />Sharing video more effective on Facebook than Twitter<br />Click-through rates are higher on weekends<br />Source: Dan Zarrella, “The Science of Social Media ,” smsci.danzarrella.com<br />
    91. 91. Helpful hints: Facebook & Twitter<br />Numbers matter<br />Bigger and louder works – to a point<br />Avoid “link fatigue”<br />Stay positive<br />It isn’t all about you (your business)<br />Use combined relevance<br />Help your audience look cool<br />Source: Dan Zarrella, “The Science of Social Media ,” smsci.danzarrella.com<br />
    92. 92. Promote your social media presence<br /><ul><li>Personalized Facebook messages to your hometown network
    93. 93. Street team of fans to spread the word in their own networks
    94. 94. Promote through your newsletter, on your website, in your blog, etc.
    95. 95. Promote in all printed materials (brochures, business cards, etc.)
    96. 96. Promote in your email signature
    97. 97. QR codes
    98. 98. Signage</li></li></ul><li>
    99. 99. What’s next?<br />Social media goes mobile<br />
    100. 100. Source: Cliff Kuang, “Infographic of the Day: 15 Facts About the Internet In 2015,” www.fastcodesign.com/1663953/infographic-of-the-day-15-facts-about-the-internet-in-2015<br />
    101. 101. What’s next?<br />Social media goes mobile + local<br />Nearby tweets<br />
    102. 102. 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 />
    103. 103. Location as platform<br /><ul><li> Rewards for Foursquare “check-ins”
    104. 104. Special offers to social media users
    105. 105. Create “tips” to highlight history, unique features
    106. 106. Virtual tours as games</li></li></ul><li>
    107. 107. In conclusion…<br />
    108. 108. Don’t be afraid to fail<br />
    109. 109. 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 />
    110. 110. Thank you!<br />Andrew Careaga<br />about.me/andrewcareaga<br />Twitter: @andrewcareaga<br />
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