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Social Media - An Introduction


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An introduction to social media. How should your organization get started with a strategy? What can it be used for?

An introduction to social media. How should your organization get started with a strategy? What can it be used for?

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  • So, before I start, perhaps I should ask what the purpose of this meeting is? What are you trying to accomplish? I did hear from Monica and Cynthia, but would like for you to elaborate. Expand awareness of CSUSB, clarify identity and brand, engage constituents where they congregate, increase credibility of the university, build affinity with CSUSB, offer timely/instantaneous communication, and create a process for official social media sites by developing mission/purpose statements. 1. Cynthia Pringle, Associate Vice President, Development 2. Sid Robinson, Associate VP, Public Affairs 3. Angela Gillespie, Graphic Designer, Public Affairs 4. Mike Ross, Assistant VP, Academic Computing and Media 5. Lorraine Frost, Vice President, IRT 6. Olivia Rosas, Director of Admissions and Recruitment 7. Terri Carlos, Director of Development 8. Vicki Bevard, Director of Advancement Services 9. Joanna Oxendine, Assistant Director of Alumni Affairs
  • Notice the purpose is very different for each channel. Facebook is very personal. Twitter can be too, but it’s also used for news, research. Linkedin is B2B. etc.
  • This is not one-way communication. This is not pushing an agenda. This is about engaging with your constituents, its about learning about your audiences. Who owns this channel? The users! Key words: Listen, engage, discover, produce, share
  • Dr. Razzouk: “People make decisions with their emotions, then they justify with logic.” This holds true here too, if you create a relationship, then you will ultimately reach your goals: increase admissions, increase retention, increase alumni engagement
  • Everything evolves around conversation with your audiences. Social media is not a product, it’s a channel that can be used in a variety of ways.
  • Wrote about this in an email to Virgin that then went viral. As a response Sir Richard Branson personally called the guy and apologized. Reiterated award-winning meals, then invited the guy in to help create menu items.
  • Brilliant campaign. Over the course of a couple of days, the Old Spice persona would video tape responses to top influencers like Perez Hilton, Ashton Kutcher, etc. It spread like wildfire, celebrities would retweet and regular people would start asking Old Spice questions, hoping they would create a video for them.
  • Here’s something that get’s me real excited. See attached NPR article. Basically, it takes your facebook presence a step further than Pages and Groups. Ultimately, the goal is to increase retention by creating a meaningful community customized for each student.
  • Most importantly, how do you ENABLE your audiences to participate!
  • Transcript

    • 1. social media
      • an introduction
      • February 2011
      • Claus Enevoldsen
      • [email_address]
    • 2. social media
      • changes everything
    • 3. agenda
      • overview of social media
      • samples
      • what should your organization do?
    • 4. the players and their purpose... Facebook 133M US users Linkedin 37M US users Twitter 16M US users Foursquare Flickr Instagram Groupon Klout YouTube Tackable Scvngr
    • 5. solomo
      • SOcial
      • LOcal
      • MObile
    • 6. so what is social media?
    • 7. it’s all about conversation
    • 8. why invest in social media?
    • 9. from a business perspective conversation crisis management customer service community part of imc database marketing branding advertising
    • 10. samples
    • 11. crisis management virgin airlines “ Look at this Richard. Just look at it: [see image]. I imagine the same questions are racing through your brilliant mind as were racing through mine on that fateful day. What is this? Why have I been given it? What have I done to deserve this? And, which one is the starter, which one is the desert? You don’t get to a position like yours Richard with anything less than a generous sprinkling of observational power so I KNOW you will have spotted the tomato next to the two yellow shafts of sponge on the left. Yes, it’s next to the sponge shaft without the green paste. That’s got to be the clue hasn’t it. No sane person would serve a desert with a tomato would they. Well answer me this Richard, what sort of animal would serve a desert with peas in.”
    • 12. viral marketing old spice
    • 13. personalized twitter It’s difficult to have a conversation with a logo...
    • 14. flickr SHARING The Register’s Around Disney blog has a Flickr photo group where people can share photos taken in O.C them parks. A selection of these photos is highlighted weekly on the blog.
    • 15. inigral ENABLE
    • 16. what should your organization do?
    • 17. strategic questions
      • Why use social media?
      • What are the goals & objectives?
        • Are they SMART (Specific, Measurable, Actionable, Realistic, Timed)
      • Which social media channels should we use?
      • Who manages and how?
      • How do we enable conversation?
      • How do we make people aware of our presence?
      • How do we measure success?
      • Should staff engage in social media?
      • Do we need a social media policy and guidelines?
      • Do we have legal protection?
      • What happens if someone deletes your profiles?
    • 18. sample goals & objectives
      • GOALS
        • Ask questions
        • Encourage trials/participation
        • Listen
        • Respond promptly
        • Inform
        • Provide insights
        • Help audiences prosper
        • Build communities
        • Cross-functional / executive involvement
        • Initiate conversations and connections
        • Understand needs and interests
        • Surprise and delight customers
        • Empower audience as our ambassadors
        • Solve problems
        • Reaffirm trust and accessibility
        • Personalize “faceless” media company
        • Defend or protect brand with immediacy