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  • 1. Social Media: Leveraging Web 2.0
    Brent Hoard
    Webmaster, Randolph-Macon College
  • 2. Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. They support the democratization of knowledge and information and transform people from content consumers to content producers.
    What is social media?
  • 3. Social media is NOT the tools.
    Tools: Blogs, RSS, Twitter, Facebook, YouTube, Flickr, etc.
    Social media is about having conversations with consumers and constituents online, and LISTENING (and, hopefully, responding) to immediate feedback.
    Disclosure: Engaging with social media DOES require a (small) leap of faith.
    Simplified Definition
  • 4. Why should government and non-profits (and business) care about what is going on in social media?
    Social Media by the Numbers
  • 5. The number of years for certain media to reach 50 million users:
    Radio: 38 years
    TV: 13 years
    Internet: 4 years
    iPod: 3 years
    Facebook: 100 million in 9 months (Source: Facebook)
    iPhoneApps: 1 billion downloaded in 9 months (Source: Apple)
    Social Media by the Numbers
  • 6. Percentage of companies using social media in hiring practices: 95%
    SOURCE: Jobrite Social Recruitment Survey
    Social Media by the Numbers
  • 7. There are now more than 200,000,000 blogs.
    SOURCE: Technorati
    Social Media by the Numbers
  • 8. 54% of bloggers update content daily.
    SOURCE: ClickZ Stats SES Magazine, June 8
    73% of active online users have read a blog
    SOURCE: Universal McCann Comparative Study on Social Media Trends April 2008
    90% of consumers trust peer opinions read on the web.
    SOURCE: July 2009 Nielsen Global Online Consumer Survey
    Social Media by the Numbers
  • 9. The power of “crowd sourcing.”
    Users translated the entire Facebook web site into Spanish within 2-weeks by using a Wiki.
    Cost to Facebook.com?
    Social Media by the Numbers
  • 10. The power of “crowd sourcing.”
    Users translated the entire Facebook web site into Spanish within 2-weeks by using a Wiki.
    Cost to Facebook.com? ZERO.
    SOURCE: Facebook
    Social Media by the Numbers
  • 11. As of 2009, 25% of all links in search engines related to organizations and brands lead to use generated social media content.
    SOURCE: Marketing Vox & Neilsen Buzz Metrics, SES Magazine
    Social Media by the Numbers
  • 12. More than 1.5 million pieces of content are shared on Facebook, daily.
    The last available data is from 2008, and the rate is likely much higher now.
    SOURCE: Facebook (2008)
    Social Media by the Numbers
  • 13. Generations Y and Z look at email as something “parents do.”
    In 2009, Boston College stopped distributing email accounts to incoming freshmen.
    SOURCE: The Chronicle of Higher Education
    Social Media by the Numbers
  • 14. By 2010, Generation Y will outnumber Baby Boomers and 96% of them have joined a social network.
    SOURCE: Grunwald Associates National Study
    Social Media by the Numbers
  • 15. Social media is not about “young people” though.
    Facebook reports that, by far, the largest growing constituency on their network is 55-65 year old females.
    SOURCE: Facebook
    Social Media by the Numbers
  • 16. The Field of Tools
  • 17. Social media is not a fad.
    Social media represents a fundamental shift in the way we communicate to each other and to the businesses and organizations we rely upon.
    People are talking about you RIGHT NOW.
    So what’s the deal?
  • 18. “It’s about conversations, and the best communicators start as the best listeners.”
    Brian Solis, Social Media Manifesto
    This isn’t rocket surgery.
    Join and Start Listening.
    How is it done?
  • 19. There are thousands of social media tools available, but only so many hours in the day.
    Where do I need to be? Select wisely.
    You have infinite resources, right?
  • 20. Selecting the right “networks” and tools is common sense.
    You are already aware of certain networks.
    There’s a reason why.
    Big Names:
    Facebook, LinkedIn, Twitter, Flickr & YouTube
    Targeting Your Efforts
  • 21. Who do you want to reach?
    General Public?
    Agency Members?
    Things to do:
    Establish goals
    Who will maintain the sites?
    How often will you update?
    Will you need an approval process to make updates?
    Who will be your voice?
    Establish policies
    Some Things to Think About.
  • 22. Think about your audience first (Audience Analysis)
    Why should they come to you and what will you offer them?
    Design and engage your sites around your audience
    Remember ARCS Motivational Design Model – Attention, Relevance, Confidence & Satisfaction
    Avoid ROT – Redundant, Outdated & Trivial
    Audience
  • 23. Launch: 1997 (private)
    2006 (public)
    Users: 400 million
    Daily Pageviews: 7 billion
    Web Rank: 2nd Most Popular Web site
    Pros: Free, Immense Audience, Popular
    Cons: Privacy, Login Req’d, 508?
    Facebook
  • 24. Launch: 2005 (acquired by Google in 2006)
    Daily Users: 350 million
    Daily Pageviews: 5 billion
    Web Rank: 3rd
    Pros: Free, Mobile, Large Audience, TV
    Cons: Flash-based, CC is bad (accessibility)
    YouTube
  • 25. Launch: 2002
    Daily Users: 70 million
    Daily Pageviews: 350 million
    Web Rank: 29th
    Pros: Buzz, Pageviews, Less SPAM
    Cons: Limited Purpose
    LinkedIn
  • 26. Launch: 2003 (Acquired by Yahoo in 2005)
    Daily Users: 70 million
    Daily Pageviews: 280 million
    Web Rank: 35th
    Pros: Free (Paid too), Large Audience, Indexed, Storage space, Slideshows
    Cons: Upload limits (Free version)
    Flickr
  • 27. Launch: 2000
    Users: 190 million +
    Daily Pageviews: 670 million (low estimate)
    Web Rank: 11th
    Pros: Free, Fast, Buzz, LARGE audience, Access, Mobile, API/Apps
    Cons: Esoteric, Somewhat niche, Outages
    Twitter
  • 28. Facebook:
    7,240 unique viewers to a single photo gallery (6,179 viewers the next day) – Peer Sharing
    4,946 unique visitors came to RMC.edu in April via Facebook sources
    Flickr:
    1,815 unique visitors to RMC.edu from Flickr
    Wikipedia:
    1,350 unique visitors
    Twitter:
    1,024 unique visitors
    YouTube:
    ~200 unique visitors
    Admissions video viewed 1000 times in 2009/10 by a global audience
    The Digital Payoff
  • 29. http://www.google.com/profiles/SBrentHoard
    http://www.facebook.com/brenthoard
    bhoard@rmc.edu
    Connect With Me
  • 30. http://www.facebook.com/RandolphMacon
    http://www.rmc.edu/youtube
    http://twitter.com/randolphmacon
    http://www.rmc.edu/linkedin
    http://www.flickr.com/photos/randolphmacon
    Connect With R-MC