Tweets<br />Tubes &<br />Feeds<br />Hitting the moving target of social media<br />@andrewcareaga• @MissouriSandT• #CASEVI...
http://slideshare.net/andrewcareaga<br />
What is social media? <br />Why does it matter?<br />Why should you use it?<br />Ideas on how to use it<br />Have fun!<br />
What’s your digital IQ?<br />
Social media is…<br /><ul><li>‘a shift in how people discover, read and share news, </li></ul>	information and content’ – ...
‘architecture of participation’</li></li></ul><li>Social media is not…<br /><ul><li>another marketing channel
a substitute
merely an option
a complete waste of time</li></li></ul><li>Social media is…<br />social!<br />
Social media (r)evolutionthe last 11 years<br />1999		2001		2003	2004	2005	2006	2009<br />‘markets are conversations’ • fi...
Marketing isn’t going to go away. Nor should it. But it needs to evolve rapidly and thoroughly, for markets have become ne...
In a revolution, kings lose their heads. <br />
… therefore, think like a peasant.Dan Forbush, founder of Profnet, 1996<br />
Who’s doing what online?<br />
Creators (13%)<br />The Groundswell social media ladder<br />Critics (19%)<br />Collectors (13%)<br />Joiners (19%)<br />S...
Graphic: Business Week, www.businessweek.com/magazine/content/07_24/b4038405.htm<br />
Natives and immigrantsSource: Mark Prensky, “Digital Natives, Digital Immigrants,” On the Horizon (MCB University Press, V...
95% spend time with friends face to face<br />88% talk to friends on a landline<br />67% talk to friends on a cell phone<b...
‘Trust ranking’ of recruitment efforts<br />Source: Hobsons Domestic Research Report 2009-2010, cited by KarlynMorissette,...
Diving in …<br />‘Like skydiving, a lot of learning comes from doing.’<br />Brad J. Ward, co-founder, BlueFuego.com, “Skyd...
The wisdom of crowds<br />
The wisdom of crowds<br />… understand the business problem you are trying to solve. Too many people focus on the latest, ...
The wisdom of crowds<br />If you’re a central unit provide a framework to help highlight smaller units that are using soci...
The wisdom of crowds<br />Social media is not a bull horn or a bulletin board to spam with virtual flyers. Use it primaril...
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</li></li></ul><li>Listen + respond + add value + do good<br />
Twitter saves the day!<br />
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 />
Integration: what’s already working? <br />Campus visits/summer camps<br />More than 70% apply<br />About 61% enroll<br />...
Spacebook: Sandra Magnus’ blog from the International Space Station<br />http://spacebook.mst.edu<br />
Integration: what’s already working? <br />Missouri S&T magazine<br />84% read every issue<br />50% “very satisfied”; 35% ...
The best ever blog: http://bestever.mst.edu<br />St. Pat’s Flickr site: http://www.flickr.com/stpatsbestever<br />
140 years of campus history in under 4 minutes (www.youtube.com/MissouriSandT) <br />
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” on your campus?<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>
Don’t make it tougher than it has to be<br />
Promoting your social media presence<br />University website and<br />sub-sites<br />Alumni publications<br />Recruitment ...
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Tweets, Tubes & Feeds: Hitting the Moving Target of Social Media

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Presentation delivered to the Council for the Advancement and Support of Education (CASE) District VI conference, Jan. 12, 2010.

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  • really appreciate the aggregated info. . . .trust rating of university admissions info on facebook, for example. Straightforward advice. . . . use facebook/ twitter to listen! Good food for thought that will move any organization's social media strategy forward.
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Tweets, Tubes & Feeds: Hitting the Moving Target of Social Media

  1. 1. Tweets<br />Tubes &<br />Feeds<br />Hitting the moving target of social media<br />@andrewcareaga• @MissouriSandT• #CASEVI • Jan. 12, 2010<br />
  2. 2. http://slideshare.net/andrewcareaga<br />
  3. 3. What is social media? <br />Why does it matter?<br />Why should you use it?<br />Ideas on how to use it<br />Have fun!<br />
  4. 4. What’s your digital IQ?<br />
  5. 5. Social media is…<br /><ul><li>‘a shift in how people discover, read and share news, </li></ul> information and content’ – Wikipedia<br /><ul><li>user-generated content
  6. 6. ‘architecture of participation’</li></li></ul><li>Social media is not…<br /><ul><li>another marketing channel
  7. 7. a substitute
  8. 8. merely an option
  9. 9. a complete waste of time</li></li></ul><li>Social media is…<br />social!<br />
  10. 10. Social media (r)evolutionthe last 11 years<br />1999 2001 2003 2004 2005 2006 2009<br />‘markets are conversations’ • file sharing <br />• blogging • open-source collaboration • social bookmarking • virtual worlds • social networking • sharing music, photos, video •‘what’s happening?’<br />
  11. 11. 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 />
  12. 12. In a revolution, kings lose their heads. <br />
  13. 13. … therefore, think like a peasant.Dan Forbush, founder of Profnet, 1996<br />
  14. 14. Who’s doing what online?<br />
  15. 15. Creators (13%)<br />The Groundswell social media ladder<br />Critics (19%)<br />Collectors (13%)<br />Joiners (19%)<br />Spectators (33%)<br />Inactives (52%)<br />Source: Forrester Research; Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (2008)<br />
  16. 16. Graphic: Business Week, www.businessweek.com/magazine/content/07_24/b4038405.htm<br />
  17. 17.
  18. 18. Natives and immigrantsSource: Mark Prensky, “Digital Natives, Digital Immigrants,” On the Horizon (MCB University Press, Vol. 9 No. 5, October 2001)<br />
  19. 19. 95% spend time with friends face to face<br />88% talk to friends on a landline<br />67% talk to friends on a cell phone<br />65% send email to friends<br />61% use social networking sites<br />60% of online teens send instant messages to friends<br />58% send text messages to friends<br />Source: Pew Internet & American Life Project<br />How teens communicate<br />
  20. 20. ‘Trust ranking’ of recruitment efforts<br />Source: Hobsons Domestic Research Report 2009-2010, cited by KarlynMorissette, www.doteduguru.com, Oct. 22, 2009<br />
  21. 21. 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 />
  22. 22. The wisdom of crowds<br />
  23. 23. The wisdom of crowds<br />… understand the business problem you are trying to solve. Too many people focus on the latest, greatest technology when instead they should be focusing on building relationships. <br />Mark Greenfield, University of Buffalo (@markgr)<br />… people are intimidated by social media, and … they’re afraid they’ll “do it wrong.” Doing it “wrong” is not getting started at all. So many missed opportunities! The best way to get started is to do just that: start. <br />Liz Allen, Caltech Alumni Association<br />(@lizallen)<br />
  24. 24. The wisdom of crowds<br />If you’re a central unit provide a framework to help highlight smaller units that are using social media services even if you aren’t using the services yourself. It’s important to help market the folks who are actually attempting to use social media. …<br />For smaller units, engage the central unit to help promote your activities at every opportunity.<br />David Olsen, West Virginia University<br />(@dmolsen)<br />
  25. 25. The wisdom of crowds<br />Social media is not a bull horn or a bulletin board to spam with virtual flyers. Use it primarily as a listening tool, and engage when appropriate.<br />Rachel Reuben, SUNY New Paltz<br />(@rachelreuben)<br />Try before you buy. If you’re not on Facebook or Twitter, don’t start an institutional account until after you understand the communities.<br />Tim Nekritz, SUNY Oswego<br />(@TimNekritz)<br />More crowd wisdom at http://ow.ly/R5Vt<br />
  26. 26. 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 />http://webworkerdaily.com/2010/01/05/revisiting-10-golden-rules-of-social-media/<br />
  27. 27. Create a social media listening post<br /><ul><li>Google news/blog alerts
  28. 28. Twitter search
  29. 29. Active monitoring</li></li></ul><li>Listen + respond + add value + do good<br />
  30. 30. Twitter saves the day!<br />
  31. 31. A four-step approach<br />Develop a plan<br /><ul><li>Integrate it
  32. 32. Know what’s already working</li></ul>Beware the bandwagon<br />Understand your audience(s)<br />Feed the beast<br />
  33. 33. Integration: what’s already working? <br />Campus visits/summer camps<br />More than 70% apply<br />About 61% enroll<br />26% of 2009 freshmen attended at least one summer program<br />Tele-counseling<br />Increases attendance at high school visits, receptions, etc.<br />Consistent, frequent<br />communication<br />Relationship building<br />
  34. 34. Spacebook: Sandra Magnus’ blog from the International Space Station<br />http://spacebook.mst.edu<br />
  35. 35. Integration: what’s already working? <br />Missouri S&T magazine<br />84% read every issue<br />50% “very satisfied”; 35% “satisfied”<br />Strong campus traditions<br />Consistent, <br /> frequent communication<br />Relationships<br />
  36. 36. The best ever blog: http://bestever.mst.edu<br />St. Pat’s Flickr site: http://www.flickr.com/stpatsbestever<br />
  37. 37.
  38. 38. 140 years of campus history in under 4 minutes (www.youtube.com/MissouriSandT) <br />
  39. 39. A four-step approach<br />Develop a plan<br /><ul><li>Objectives
  40. 40. Measures (metrics)
  41. 41. Management
  42. 42. Resources
  43. 43. Content (type and source)
  44. 44. Promotion</li></li></ul><li>
  45. 45.
  46. 46. Management and resources<br />Who is the social media “owner” on your campus?<br />How do you allocate time and staffing?<br />
  47. 47. Social media content<br />Type<br /><ul><li>Official?
  48. 48. User-generated?
  49. 49. Tone?
  50. 50. Frequency?
  51. 51. Interactive!
  52. 52. Responsive!</li></ul>Source<br /><ul><li>Feeds?
  53. 53. Personal?
  54. 54. Combination?</li></li></ul><li>
  55. 55.
  56. 56. Don’t make it tougher than it has to be<br />
  57. 57. Promoting your social media presence<br />University website and<br />sub-sites<br />Alumni publications<br />Recruitment materials<br />Old media (news<br />releases, advertising)<br />Business cards<br />Email signatures<br />Follow and be followed<br />Keep at it<br />Internally:<br /> Newsletters<br />Presentations<br />Staff meetings<br />
  58. 58. A four-step approach<br />Develop a plan<br /><ul><li>Integrate it
  59. 59. Know what’s already working</li></ul>Beware the bandwagon<br />Understand your audience(s)<br />Feed the beast<br />
  60. 60. Missouri S&T’s limited presence<br />Facebook – www.facebook.com/MissouriSandT<br />Joe Miner on Facebook – www.facebook.com/JoeMiner<br />Twitter – www.twitter.com/MissouriSandT<br />YouTube – www.youtube.com/MissouriSandT<br />Flickr – www.flickr.com/MissouriSandT<br />St. Pat’s on Flickr – www.flickr.com/stpatsbestever<br />Delicious – www.delicious.com/MissouriSandT<br />No MySpace.<br />No LinkedIn.<br />Other departments also have a presence. More on that later.<br />
  61. 61. 3. Understand your audience<br />
  62. 62. In their own words (tweets)<br />As a current student I find that the value of the twitter feed is the instant access to information for safety and fun facts...<br />...but also being able to interact and spread that information without worrying about email lists, spam, etc.<br />Umm I think Twitter is byfar the fastest way to receieve information, ie-&gt; The Death of Michael Jackson I found out by Twitter before any email or Newscast had been made, so for Missouri s&t I think if they want to inform people quickly they can easily<br />
  63. 63. In their own words (tweets)<br />“The most value of the twitter acct is i can get updates about my future college and the FB site is that i can get even more info about S&T”<br />“I mostly use social networking for keeping in touch with my friends, so being able to interact with Missouri S&T on Twitter<br />made it seem more personal, like I wasn&apos;t just a face in the crowd. Using Twitter to contact my future college was also <br />very convenient, as I&apos;m constantly engaged in it thanks to my iPhone and other technologies.”<br />
  64. 64. 4. FEED ME, SEYMOUR!<br />
  65. 65. ‘Something as simple as a status update that ties to an emotional time in new, current, and former students’ lives seems to resonate.’<br />Rachel Reuben, director of web communication, SUNY New Paltz<br />doteduguru.com blogger<br />
  66. 66. Parting thoughts<br />
  67. 67. Jack Dorsey, St. Louis native, Missouri S&T alum and Twitter co-founder<br />
  68. 68. Jack Dorsey has more followers on Twitter (1,570,000) than The New York Times has subscribers (1,039,031)<br />
  69. 69. In conclusion…<br />
  70. 70. Don’t be afraid to fail<br />
  71. 71. 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 />
  72. 72. Thank you!<br />Andrew Careaga<br />Director of Communications<br />Missouri University of Science and Technology<br />acareaga@mst.edu<br />@andrewcareagaor<br />www.twitter.com/andrewcareaga<br />Higher Ed Marketing blog:<br />http://highered.prblogs.org<br />Find this presentation at http://slideshare.net/andrewcareaga<br />

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