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Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
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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.)

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

    • 1. Social media: Making it work for you
      Rolla Chamber of Commerce | June 23, 2011
      @andrewcareaga | @MissouriSandT
    • 2. Twitter hashtag: #RollaSocMedwww.slideshare.net/andrewcareaga
    • 3. Source: Trevor Young , “Social media in a ‘tag cloud’ nutshell, Jan. 28, 2010 (trevoryoung.posterous.com/social-media-in-a-tag-cloud-nutshell)
    • 4. Social media is…
      ‘A shift in how people discover, read and share news, information and content’
      - Wikipedia
      • user-generated
      • 5. ‘architecture of participation’
    • YouTube’s Life in a Day Project
      YouTube.com/lifeinaday
    • 6.
    • 7. Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)
    • 8.
    • 9.
    • 10.
    • 11. Social media is not…
      • another marketing channel
      • 12. a substitute
      • 13. merely an option
    • 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. ‘One in three business owners say that social media helps them to close business.’
      • Increases web traffic
      • 15. Opens opportunities to build new partnerships
      • 16. Generates good sales leads
      • 17. 73 percent reported a significant rise in search engine rankings
      • 18. 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)
    • 19. Social media’s Big Four
    • 20. Commonly used social media tools
      Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011
    • 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.
      The Cluetrain Manifesto
    • 22. Blendtec’s “Will It Blend?” videos on Youtube: www.youtube.com/user/Blendtec
    • 23. Amazon’s mp3 music stream on Twitter: www.twitter.com/amazonmp3
    • 24. vitaminwater on Facebook: www.facebook.com/vitaminwater
    • 25. Old Spice Man on YouTube: www.youtube.com/user/OldSpice
    • 26. Image via Anna Vignet, www.flickr.com/photos/annnna/2228189828/
    • 27. Humanize your business
      Image via www.chilloutpoint.com/featured/human-and-robots-visions-of-the-future.html
    • 28. 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.
    • 29.
    • 30.
    • 31.
    • 32. Connect with your customers
    • 33.
    • 34. Extend your reach
      Image via msspider66 www.flickr.com/photos/msspider66/44397492/
    • 35. Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder
    • 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
    • 37. Put yourself in control
      Image via Ben McLeod www.flickr.com/photos/benmcleod/523653908/
    • 38.
    • 39. 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
    • 40. But before you dive in…
      Are you ready?
      Research
      Planning
      Resources
      Cartoon courtesy of @debrasanborn
    • 41. Research
      Who are your customers?
      What are they doing online?
      Where are they going online?
    • 42. 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)
    • 43. 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,
      www.webworkerdaily.com/2010/01/05/
      revisiting-10-golden-rules-of-social-media/
    • 44. Create a social media listening post
    • The value of listening
      “Listening to our customers has always been at the heart of what we do.”
      Kerry Bridge
      Head of digital media communications for Dell
    • 49.
    • 50. Google Alertsgoogle.com/alerts
    • 51. Listening tools: Hootsuite
      Hootsuite.com
    • 52. Listen + respond + add value + do good
    • 53. Twitter saves the day!
    • 54.
    • 55.
    • 56.
    • 57.
    • 58. The social media audit
      What is your business currently doing in social media?
      Who are your internal experts? (Identify and involve them.)
    • 59. Planning: 4 steps
      Develop a plan
      • Integrate it
      • 60. Know what’s already working
      Beware the bandwagon
      Understand your audience(s)
      Feed your social media beast
    • 61. Integration: what’s already working?
      • Campus visits/summer camps
      More than 70% apply
      About 61% enroll
      @ 25% of freshmen attend at least one summer program
      • Tele-counseling
      Increases attendance at high school visits, receptions, etc.
      • Consistent, frequent communication
      • 62. Relationship building
    • Trust levels among prospective students
      Source: Hobsons Domestic Research Report 2009-2010, cited by KarlynMorissette, www.doteduguru.com, Oct. 22, 2009
    • 63. A four-step approach
      Develop a plan
    • 69.
    • 70.
    • 71. Management and resources
      Who is the social media “owner” in your business?
      How do you allocate time and staffing?
    • 72. Social media content
      Type
      Source
    • Finding your business voice
      Source: Stephanie Schwab, “Finding Your Brand Voice,” SocialMediaExplorer.com, March 31, 2011
    • 80. Source: Stephanie Schwab, “Finding Your Brand Voice,” SocialMediaExplorer.com, March 31, 2011
    • 81. 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
    • 82. A four-step approach
      Develop a plan
      • Integrate it
      • 83. Know what’s already working
      Beware the bandwagon
      Understand your audience(s)
      Feed the beast
    • 84. Commonly used social media tools
      Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011
    • 85. The social media cheat sheet
      www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
    • 86. The social media cheat sheet
      www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
    • 87. Source: Charlene Li and Jeremiah Owyang, “Social Strategy: Getting Your Company Ready,” April 14, 2010
      (www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final)
    • 88. 4. FEED ME, SEYMOUR!
    • 89. Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)
    • 90. Helpful hints: Facebook
      Facebookers “like” food
      Most “liked” pages: movies, TV shows, books, musicians/bands
      Least “liked” pages: religious organizations, pets, bars, pharma
      Sharing video more effective on Facebook than Twitter
      Click-through rates are higher on weekends
      Source: Dan Zarrella, “The Science of Social Media ,” smsci.danzarrella.com
    • 91. Helpful hints: Facebook & Twitter
      Numbers matter
      Bigger and louder works – to a point
      Avoid “link fatigue”
      Stay positive
      It isn’t all about you (your business)
      Use combined relevance
      Help your audience look cool
      Source: Dan Zarrella, “The Science of Social Media ,” smsci.danzarrella.com
    • 92. Promote your social media presence
      • Personalized Facebook messages to your hometown network
      • 93. Street team of fans to spread the word in their own networks
      • 94. Promote through your newsletter, on your website, in your blog, etc.
      • 95. Promote in all printed materials (brochures, business cards, etc.)
      • 96. Promote in your email signature
      • 97. QR codes
      • 98. Signage
    • 99. What’s next?
      Social media goes mobile
    • 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
    • 101. What’s next?
      Social media goes mobile + local
      Nearby tweets
    • 102. 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
    • 103. Location as platform
      • Rewards for Foursquare “check-ins”
      • 104. Special offers to social media users
      • 105. Create “tips” to highlight history, unique features
      • 106. Virtual tours as games
    • 107. In conclusion…
    • 108. Don’t be afraid to fail
    • 109. 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)
    • 110. Thank you!
      Andrew Careaga
      about.me/andrewcareaga
      Twitter: @andrewcareaga

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