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