Social Recruitment  |Using New Technologies to Meet Traditional Goals<br />Melissa Cheater<br />Social Web  Strategist + S...
Social Media is not a fad.<br />Social Media is a symptom of evolution in communication.<br />Photo by Oldonliner<br />
The way we were...<br />
... a new model<br />
“In the era of social media, people use technologies to get what they need from each other, not traditional institutions.”...
State of the Union<br />
How do we use it?<br />Photo by zizzy<br />
Look, Listen, Join, Speak<br />Photo by zizzy<br />
How do they use it?<br />Photo by zizzy<br />
Create:<br />Blog Posts<br />Videos<br />Animation<br />Photography<br />News<br />Photo by wonderfullycomplex<br />
Connect<br />Connect: <br />Friends<br />Family<br />Classmates<br />Employers<br />Peers<br />Photo by erica_marshall<br />
Collaborate<br />Collaborate: <br />Research<br />Schoolwork<br />Planning<br />Knowledge<br />Groundswell<br />Photo by m...
React<br />Comment/Critique: <br />Restaurants<br />Politics<br />Celebrities<br />Movies<br />Each Other<br />Photo by al...
Organize<br />Organize: <br />Bookmarks<br />Events<br />Tasks<br />Projects<br />Each Other<br />Photo by counteract<br />
Consumption<br />Accelerate Consumption:<br />News<br />Music<br />Conversation<br />Video<br />Photo by pss<br />
Connect<br />Now we will discuss:<br /><ul><li>Blogs
Social Networks
Rich Media
Mobile</li></ul>Photo by erica_marshall<br />
Blogs<br /><ul><li>Syndicated Content
Presented in Reverse Chronological
Powered by RSS
Comments</li></ul>Photo by anniemole<br />
Without comments, you do not have a blog.<br />Photo by anniemole<br />
2 guys who like video games, sarcasm and drawing<br />
Fun<br />Interactive<br />Engaging<br />Usable<br />
Today Penny Arcade runs a massive annual game expo and sponsors a charity that has donated (as of this writing) $4.9 milli...
<ul><li>Bring the crisis home
Shape the message</li></li></ul><li>Fun<br />Interactive<br />Engaging<br />Usable<br />
Strong Creative<br />Consistent Architecture & Template<br />
Our redesigned MBA website<br />
Our MBA Blog<br />Free<br />Great Content<br />Lacks creative, brand, impact<br />
<ul><li>Redesigned to WordpressMU
Strong Creative
Consistent Architecture & Template</li></li></ul><li>Blogging Best Practices:<br /><ul><li>Enthusiastic Content Providers
Engaged Readers
Syndicate Your Content
Comment Policy
Invest in Design</li></ul>Photo by anniemole<br />
Blog Opportunities<br /><ul><li>Engage
Inform
Brand
Soapbox</li></ul>Photo by anniemole<br />
Social Networks<br /><ul><li>Online Community
Individual Profiles
Autobiographical
Interaction</li></ul>Photo by erica_marshall<br />
Communication<br />Name<br />Display Picture<br />Elements of a social network profile<br />Share Content<br />Personal In...
45% of the social network’s US users are ages 26 and older, and nearly 25% are over age 34.<br />
What’s Different About Facebook?<br /><ul><li>Founded in higher education
Largest population (North America)
More than 1/3 of Canadians
65 million mobile users
Daily use (almost 50%)
1 billion photos every month
2.5 million events created every month
1 billion pieces of content shared every week</li></li></ul><li>Key Terms<br /><ul><li>Profile
Friend
Wall
Status
Applications
Like
Fan
Poke
Newsfeed
Groups/Pages</li></li></ul><li>Facebook Groups bring people together within the larger network<br />
<ul><li>Strong Creative
Regular, relevant communication from admissions</li></li></ul><li>The power of groups disappears when you achieve 5,000 me...
Your Facebook Page/Public Profile is your Facebook homepage<br />
1 &quot;best in class&quot; college example (Facebook Page)<br />Boxes Tab<br /><ul><li>Multiple Apps
Custom FBML</li></li></ul><li><ul><li>Strong Creative
Active users
Opt-In Mailing list of 2,300</li></li></ul><li><ul><li>Strong Creative
Custom FBML (lower right column)</li></li></ul><li><ul><li>Investment in creative
Opt-in Mailing List of more than 1 million
1,000’s of users interacting with each post</li></li></ul><li>1 outstanding commercial example (Page)<br /><ul><li>Custom ...
uOttawa: Seek to Know App<br />
<ul><li>uOttawa brand on my profile
uOttawa in my newsfeed (seen by all connections</li></li></ul><li><ul><li>Fan Photos/Videos
Users can contribute
Mobile Updates
Users receive status updates on their phone
Group Messages
Only >5000 members
Fan Updates
Segment
FacebookConnect
Anywhere with a login is now a viral opportunity</li></ul>Photo by pshab<br />
Facebook Best Practices<br /><ul><li>One effort at a time
Invest in creative
Consider a work in progress
Respond within 24 hours
Link to syndicated content
Set & Publish Content Guidelines</li></ul>Photo by pshab<br />
The (2nd) fastest growing member community<br />
microblog<br />140 characters<br />many to many public conversations<br />growing at 1382%<br />largest group is 45 – 54 y...
Glossary<br /><ul><li>Tweet
Retweet
Reply / Mention / @username
Tag / Hashtag / #keyword
Twitterfeed</li></li></ul><li><ul><li>Anything you would tell anyone
Real-time or schedule
Manual or automatic
Person or brand
Information or insight
Real or Fake</li></li></ul><li>Opportunities<br /><ul><li>Mobile
Free SMS broadcast system
Link offline events to web
Real-Time
Appropriate Engagement
Monitoring</li></li></ul><li>our alumni began asking about it. The following is small (12% the audience we do for Facebook...
1 – 2 &quot;best in class&quot; college/higher education examples<br />Icon-Friendly<br />Usable<br />Short URL<br />bit.l...
FriendFeed / <br />Ping.FM<br />Event Tag<br />#followfriday<br />Responsive<br />
1 – 2 &quot;best in class&quot; commercial examples<br />
Desktop Notifications<br />Aggregated Columns<br />Monitor & Maintain Multiple Accounts<br />Group Followers<br />Save Sea...
Twitter Best Practices<br /><ul><li> Follow your friends, celebrities and topics of interest
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  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/oldonliner/182839989/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/oldonliner/">http://www.flickr.com/photos/oldonliner/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/2.0/">CC BY-NC-ND 2.0</a></div>
  • Communications is more fragmented. Social media and digital are not a challenge or alternative to the traditional communications model, they supplement – but with added complication.
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/oldonliner/182839989/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/oldonliner/">http://www.flickr.com/photos/oldonliner/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/2.0/">CC BY-NC-ND 2.0</a></div>
  • &lt;div xmlns:cc=&amp;quot;http://creativecommons.org/ns#&amp;quot; about=&amp;quot;http://www.flickr.com/photos/oldonliner/182839989/&amp;quot;&gt;&lt;a rel=&amp;quot;cc:attributionURL&amp;quot; href=&amp;quot;http://www.flickr.com/photos/oldonliner/&amp;quot;&gt;http://www.flickr.com/photos/oldonliner/&lt;/a&gt; / &lt;a rel=&amp;quot;license&amp;quot; href=&amp;quot;http://creativecommons.org/licenses/by-nc-nd/2.0/&amp;quot;&gt;CC BY-NC-ND 2.0&lt;/a&gt;&lt;/div&gt;
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/zizzy/128710299/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/zizzy/">http://www.flickr.com/photos/zizzy/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc/2.0/">CC BY-NC 2.0</a></div>
  • Look: Take the time to evaluate new technologies – even if they immediately seem easy to disregard.Listen: Watch how the technology is being used – look for the opportunity and evaluate it. Based on observation, it may be appropriate for you to join/speak.Join: If observation and community ettiquette indicate that it is appropriate to do so, you can join the community.Speak: Similar to join, if appropriate, you can contribute to the community. <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/zizzy/128710299/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/zizzy/">http://www.flickr.com/photos/zizzy/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc/2.0/">CC BY-NC 2.0</a></div>
  • The next section will go through the major uses of social media technologies: Create, Connect, Collaborate, Comment/Critique,Organize, Accelerate Consumption.<div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/zizzy/128710299/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/zizzy/">http://www.flickr.com/photos/zizzy/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc/2.0/">CC BY-NC 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/wonderfullycomplex/3352954780/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/wonderfullycomplex/">http://www.flickr.com/photos/wonderfullycomplex/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc/2.0/">CC BY-NC 2.0</a></div>
  • &lt;div xmlns:cc=&amp;quot;http://creativecommons.org/ns#&amp;quot; about=&amp;quot;http://www.flickr.com/photos/markop/2523825358/&amp;quot;&gt;&lt;a rel=&amp;quot;cc:attributionURL&amp;quot; href=&amp;quot;http://www.flickr.com/photos/markop/&amp;quot;&gt;http://www.flickr.com/photos/markop/&lt;/a&gt; / &lt;a rel=&amp;quot;license&amp;quot; href=&amp;quot;http://creativecommons.org/licenses/by-nc-nd/2.0/&amp;quot;&gt;CC BY-NC-ND 2.0&lt;/a&gt;&lt;/div&gt; 22% use a wiki at least monthly (p.25)
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/markop/2523825358/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/markop/">http://www.flickr.com/photos/markop/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/2.0/">CC BY-NC-ND 2.0</a></div>22% use a wiki at least monthly (p.25)
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/altemark/337248947/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/altemark/">http://www.flickr.com/photos/altemark/</a> / <a rel="license" href="http://creativecommons.org/licenses/by/2.0/">CC BY 2.0</a></div>20% read reviews (Groundswell p.27)
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/counteract/3208201211/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/counteract/">http://www.flickr.com/photos/counteract/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/2.0/">CC BY-NC-ND 2.0</a></div>7% of online Americans use tags (p.29)
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/pss/259619723/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/pss/">http://www.flickr.com/photos/pss/</a> / <a rel="license" href="http://creativecommons.org/licenses/by/2.0/">CC BY 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/erica_marshall/2885783824/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/erica_marshall/">http://www.flickr.com/photos/erica_marshall/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-sa/2.0/">CC BY-NC-SA 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/anniemole/85515856/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/anniemole/">http://www.flickr.com/photos/anniemole/</a> / <a rel="license" href="http://creativecommons.org/licenses/by/2.0/">CC BY 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/anniemole/85515856/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/anniemole/">http://www.flickr.com/photos/anniemole/</a> / <a rel="license" href="http://creativecommons.org/licenses/by/2.0/">CC BY 2.0</a></div>
  • http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/
  • http://en.community.dell.com/blogs/direct2dell/archive/2006/07/13/431.aspx
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/anniemole/85515856/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/anniemole/">http://www.flickr.com/photos/anniemole/</a> / <a rel="license" href="http://creativecommons.org/licenses/by/2.0/">CC BY 2.0</a></div>
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  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/anniemole/85515856/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/anniemole/">http://www.flickr.com/photos/anniemole/</a> / <a rel="license" href="http://creativecommons.org/licenses/by/2.0/">CC BY 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/pshab/498122926/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/pshab/">http://www.flickr.com/photos/pshab/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc/2.0/">CC BY-NC 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/pshab/498122926/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/pshab/">http://www.flickr.com/photos/pshab/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc/2.0/">CC BY-NC 2.0</a></div>
  • 2000% growth from June 2008 to June 2009
  • Tweet: PostRetweet: Repeating another user’s post – giving them creditReply: A post directed at another userMention: A post that refers to another user@username: used either to reply or to mention#Hashtags: are nothing more than “tags” or “keywords” attached in the body of postsTwitterfeed: Twitter’s equivalent of the Facebook newsfeed – a listing of either your posts, or all the posts of your connections.
  • 1382% growth
  • 1382% growth
  • 1382% growth
  • 1382% growth
  • * Between the two sites, Facebook dominates with an average of 80% of the group using Facebook exclusively. * 25-44 is the sweet spot for Linkedin with the site attracting more than 20% of both groups. These two age groups were also the most likely to be active on both Linkedin and Facebook, with around 12% of both groups showing overlap. * 1+1=900%: While the dramatic growth of the segment of users visiting both sites (as well as the growth in Linkedin exclusive visitors) is partially due to site growth, the 900% growth in the percentage of users visiting both sites seems to indicate that these sites are more complimentary than competitive. With online services like Twitter and Friendfeed continuing to blur the line between casual and business, the ability to use a single site as both a personal and professional networking tool becomes more realistic. But whether the &amp;quot;Poke&amp;quot; will ever make it into a sales strategy is still anyone&apos;s guess.Facebook vs. Linkedin - Network, Socialize, Be Professional? (25 June 2009) http://blog.compete.com/2008/07/22/facebook-vs-linkedin-traffic-demographics/ http://snipurl.com/kvp10
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/mic_n_2_sugars/564570276/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/mic_n_2_sugars/">http://www.flickr.com/photos/mic_n_2_sugars/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/2.0/">CC BY-NC-ND 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/gabbahey/269493000/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/gabbahey/">http://www.flickr.com/photos/gabbahey/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-sa/2.0/">CC BY-NC-SA 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/ambrosiophotography/136198789/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/ambrosiophotography/">http://www.flickr.com/photos/ambrosiophotography/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/2.0/">CC BY-NC-ND 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/streetfly_jz/2758563395/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/streetfly_jz/">http://www.flickr.com/photos/streetfly_jz/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/2.0/">CC BY-NC-ND 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/streetfly_jz/2758563395/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/streetfly_jz/">http://www.flickr.com/photos/streetfly_jz/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/2.0/">CC BY-NC-ND 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/streetfly_jz/2758563395/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/streetfly_jz/">http://www.flickr.com/photos/streetfly_jz/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/2.0/">CC BY-NC-ND 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/streetfly_jz/2758563395/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/streetfly_jz/">http://www.flickr.com/photos/streetfly_jz/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/2.0/">CC BY-NC-ND 2.0</a></div>
  • “By including mobile in the portfolio, it enables broader access and a wider appeal,” he said. “It’s the one device we all carry around in our pocket all the time, so the least we can do is let people enter the campaign with the device they have in their hand.”Mobile Marketer (Big Bake Article)
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/timcaynes/2343474728/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/timcaynes/">http://www.flickr.com/photos/timcaynes/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc/2.0/">CC BY-NC 2.0</a></div>
  • 204 last month; 168 the month before.
  • Liaison AGM powerpoint presenation on social media

    1. 1. Social Recruitment  |Using New Technologies to Meet Traditional Goals<br />Melissa Cheater<br />Social Web Strategist + Speaker | melissacheater.com <br />
    2. 2.
    3. 3. Social Media is not a fad.<br />Social Media is a symptom of evolution in communication.<br />Photo by Oldonliner<br />
    4. 4. The way we were...<br />
    5. 5. ... a new model<br />
    6. 6. “In the era of social media, people use technologies to get what they need from each other, not traditional institutions.”<br />Charlene Li & Josh BernoffGroundswell: Winning in a World Transformed by Social Technologies<br />Photo by Oldonliner<br />
    7. 7. State of the Union<br />
    8. 8. How do we use it?<br />Photo by zizzy<br />
    9. 9. Look, Listen, Join, Speak<br />Photo by zizzy<br />
    10. 10. How do they use it?<br />Photo by zizzy<br />
    11. 11. Create:<br />Blog Posts<br />Videos<br />Animation<br />Photography<br />News<br />Photo by wonderfullycomplex<br />
    12. 12. Connect<br />Connect: <br />Friends<br />Family<br />Classmates<br />Employers<br />Peers<br />Photo by erica_marshall<br />
    13. 13. Collaborate<br />Collaborate: <br />Research<br />Schoolwork<br />Planning<br />Knowledge<br />Groundswell<br />Photo by markop<br />
    14. 14. React<br />Comment/Critique: <br />Restaurants<br />Politics<br />Celebrities<br />Movies<br />Each Other<br />Photo by altemark<br />
    15. 15. Organize<br />Organize: <br />Bookmarks<br />Events<br />Tasks<br />Projects<br />Each Other<br />Photo by counteract<br />
    16. 16. Consumption<br />Accelerate Consumption:<br />News<br />Music<br />Conversation<br />Video<br />Photo by pss<br />
    17. 17. Connect<br />Now we will discuss:<br /><ul><li>Blogs
    18. 18. Social Networks
    19. 19. Rich Media
    20. 20. Mobile</li></ul>Photo by erica_marshall<br />
    21. 21. Blogs<br /><ul><li>Syndicated Content
    22. 22. Presented in Reverse Chronological
    23. 23. Powered by RSS
    24. 24. Comments</li></ul>Photo by anniemole<br />
    25. 25. Without comments, you do not have a blog.<br />Photo by anniemole<br />
    26. 26. 2 guys who like video games, sarcasm and drawing<br />
    27. 27. Fun<br />Interactive<br />Engaging<br />Usable<br />
    28. 28. Today Penny Arcade runs a massive annual game expo and sponsors a charity that has donated (as of this writing) $4.9 million worth of electronics and video games to children&apos;s hospitals<br />
    29. 29.
    30. 30. <ul><li>Bring the crisis home
    31. 31. Shape the message</li></li></ul><li>Fun<br />Interactive<br />Engaging<br />Usable<br />
    32. 32. Strong Creative<br />Consistent Architecture & Template<br />
    33. 33. Our redesigned MBA website<br />
    34. 34. Our MBA Blog<br />Free<br />Great Content<br />Lacks creative, brand, impact<br />
    35. 35. <ul><li>Redesigned to WordpressMU
    36. 36. Strong Creative
    37. 37. Consistent Architecture & Template</li></li></ul><li>Blogging Best Practices:<br /><ul><li>Enthusiastic Content Providers
    38. 38. Engaged Readers
    39. 39. Syndicate Your Content
    40. 40. Comment Policy
    41. 41. Invest in Design</li></ul>Photo by anniemole<br />
    42. 42. Blog Opportunities<br /><ul><li>Engage
    43. 43. Inform
    44. 44. Brand
    45. 45. Soapbox</li></ul>Photo by anniemole<br />
    46. 46. Social Networks<br /><ul><li>Online Community
    47. 47. Individual Profiles
    48. 48. Autobiographical
    49. 49. Interaction</li></ul>Photo by erica_marshall<br />
    50. 50. Communication<br />Name<br />Display Picture<br />Elements of a social network profile<br />Share Content<br />Personal Information<br />Connections<br />Interaction<br />
    51. 51. 45% of the social network’s US users are ages 26 and older, and nearly 25% are over age 34.<br />
    52. 52. What’s Different About Facebook?<br /><ul><li>Founded in higher education
    53. 53. Largest population (North America)
    54. 54. More than 1/3 of Canadians
    55. 55. 65 million mobile users
    56. 56. Daily use (almost 50%)
    57. 57. 1 billion photos every month
    58. 58. 2.5 million events created every month
    59. 59. 1 billion pieces of content shared every week</li></li></ul><li>Key Terms<br /><ul><li>Profile
    60. 60. Friend
    61. 61. Wall
    62. 62. Status
    63. 63. Applications
    64. 64. Like
    65. 65. Fan
    66. 66. Poke
    67. 67. Newsfeed
    68. 68. Groups/Pages</li></li></ul><li>Facebook Groups bring people together within the larger network<br />
    69. 69. <ul><li>Strong Creative
    70. 70. Regular, relevant communication from admissions</li></li></ul><li>The power of groups disappears when you achieve 5,000 members.<br />
    71. 71. Your Facebook Page/Public Profile is your Facebook homepage<br />
    72. 72. 1 &quot;best in class&quot; college example (Facebook Page)<br />Boxes Tab<br /><ul><li>Multiple Apps
    73. 73. Custom FBML</li></li></ul><li><ul><li>Strong Creative
    74. 74. Active users
    75. 75. Opt-In Mailing list of 2,300</li></li></ul><li><ul><li>Strong Creative
    76. 76. Custom FBML (lower right column)</li></li></ul><li><ul><li>Investment in creative
    77. 77. Opt-in Mailing List of more than 1 million
    78. 78. 1,000’s of users interacting with each post</li></li></ul><li>1 outstanding commercial example (Page)<br /><ul><li>Custom FBML & Flash</li></li></ul><li>
    79. 79. uOttawa: Seek to Know App<br />
    80. 80.
    81. 81.
    82. 82. <ul><li>uOttawa brand on my profile
    83. 83. uOttawa in my newsfeed (seen by all connections</li></li></ul><li><ul><li>Fan Photos/Videos
    84. 84. Users can contribute
    85. 85. Mobile Updates
    86. 86. Users receive status updates on their phone
    87. 87. Group Messages
    88. 88. Only >5000 members
    89. 89. Fan Updates
    90. 90. Segment
    91. 91. FacebookConnect
    92. 92. Anywhere with a login is now a viral opportunity</li></ul>Photo by pshab<br />
    93. 93. Facebook Best Practices<br /><ul><li>One effort at a time
    94. 94. Invest in creative
    95. 95. Consider a work in progress
    96. 96. Respond within 24 hours
    97. 97. Link to syndicated content
    98. 98. Set & Publish Content Guidelines</li></ul>Photo by pshab<br />
    99. 99. The (2nd) fastest growing member community<br />
    100. 100. microblog<br />140 characters<br />many to many public conversations<br />growing at 1382%<br />largest group is 45 – 54 year olds<br />web, desktop & mobile<br />
    101. 101. Glossary<br /><ul><li>Tweet
    102. 102. Retweet
    103. 103. Reply / Mention / @username
    104. 104. Tag / Hashtag / #keyword
    105. 105. Twitterfeed</li></li></ul><li><ul><li>Anything you would tell anyone
    106. 106. Real-time or schedule
    107. 107. Manual or automatic
    108. 108. Person or brand
    109. 109. Information or insight
    110. 110. Real or Fake</li></li></ul><li>Opportunities<br /><ul><li>Mobile
    111. 111. Free SMS broadcast system
    112. 112. Link offline events to web
    113. 113. Real-Time
    114. 114. Appropriate Engagement
    115. 115. Monitoring</li></li></ul><li>our alumni began asking about it. The following is small (12% the audience we do for Facebook), but the impact is more immediate – Cornell College<br />Source: Case Communications List Serv<br />
    116. 116. 1 – 2 &quot;best in class&quot; college/higher education examples<br />Icon-Friendly<br />Usable<br />Short URL<br />bit.ly<br />Frequent<br />Rich<br />Custom Background<br />200 pixels<br />Retweet<br />
    117. 117. FriendFeed / <br />Ping.FM<br />Event Tag<br />#followfriday<br />Responsive<br />
    118. 118. 1 – 2 &quot;best in class&quot; commercial examples<br />
    119. 119.
    120. 120.
    121. 121.
    122. 122. Desktop Notifications<br />Aggregated Columns<br />Monitor & Maintain Multiple Accounts<br />Group Followers<br />Save Searches<br />
    123. 123. Twitter Best Practices<br /><ul><li> Follow your friends, celebrities and topics of interest
    124. 124. Experiment safely
    125. 125. Follow back
    126. 126. Monitor and Respond</li></li></ul><li>What’s Different About LinkedIn?<br />Profiles are positioned as resumes<br />The only major social network where users do not post back and forth on each others profiles<br />Users can post “references” of each other – one per relationship.<br />Tone throughout the network is professional<br />Not relevant for direct from HS market<br />
    127. 127.
    128. 128.
    129. 129. Social Network BP: Be Present<br />Where your stakeholders want you<br />Facebook Page/Public Profile<br />2013 Groups<br />Twitter Account<br />Photo by mic_n_2_sugars<br />
    130. 130. Best Practices<br />Observe and adapt<br />Provide Relevant Content<br />Be Responsive<br />Stay Dynamic (Repurpose) <br />Use Commercial Channels when available<br />Integrate with www homepage<br />Photo by mic_n_2_sugars<br />
    131. 131. Website Integration (6 slides)<br />What the leaders are doing (examples from strong college websites)<br />Brand<br />Testimonial + Student Blog<br />Dynamic<br />Video + YouTube<br />Twitter + News<br />Flickr +<br />User Content<br />
    132. 132. Icons<br />
    133. 133.
    134. 134. Giving Your Content Legs Do it once, use it 5 times<br />Photo by gabbahey<br />
    135. 135. Best Practices/Tips<br />
    136. 136.
    137. 137.
    138. 138.
    139. 139. Contests<br />Photo by ambrosiophotography<br />
    140. 140.
    141. 141.
    142. 142. <ul><li>Incredibly simple</li></li></ul><li>
    143. 143.
    144. 144. Before you run a content contest ...<br />Photo by streetfly_jz<br />
    145. 145. Do you need control?<br />Photo by streetfly_jz<br />
    146. 146. What do they use?<br />Photo by streetfly_jz<br />
    147. 147. Why would they bother?<br />Photo by streetfly_jz<br />
    148. 148. everycup.ca<br />
    149. 149. but what about …<br />
    150. 150. 5 more minutes ….<br /><ul><li>Fails the lazy user test
    151. 151. Take a picture on your camera, and upload it through a non-mobile microsite?</li></li></ul><li>help them help you<br />
    152. 152. <ul><li>Flexible
    153. 153. Mail
    154. 154. Online
    155. 155. Mobile</li></ul>= Successful.<br />
    156. 156.
    157. 157.
    158. 158.
    159. 159. Rich Media<br />Photos<br />Flickr<br />Photobucket<br />Facebook<br />Video<br />YouTube<br />uStream<br />Longtail/Brightcove<br />
    160. 160. <ul><li>Ivey’s Flickr profile</li></li></ul><li><ul><li>Post here and push to Twitter & Facebook, or
    161. 161. Post to Facebook and push nowhere</li></li></ul><li>
    162. 162. <ul><li>uVic’sFlickr Group
    163. 163. NEW: Flickr Galleries (Show photos of others)</li></li></ul><li>
    164. 164.
    165. 165. Stanford’s Branded .EDU YouTube channel<br />Worth the effort<br />
    166. 166. <ul><li>UWO’s Web 2.0 directory
    167. 167. Fantastic</li></li></ul><li>eMarketer forecasts that mobile advertising will rise from $648 million in 2008 to $3.3 billion in 2013.<br />eMarketer, April 2009<br />
    168. 168. Mobile<br />
    169. 169. Better Phones<br />Faster Networks<br />Richer Content<br />
    170. 170. Mobile (7 slides)<br />Opportunities & Current Statistics<br />Opt-in Only<br />Direct<br />Immediate<br />One on One or Many to Many<br />Always accessible<br />Easy (for them)<br />Photo by zizzy<br />
    171. 171. Mobile Friendly Homepage<br />
    172. 172. Separate mobile site<br />
    173. 173. August 2009<br />419 people tried to view Ivey via mobile<br />(306 on iphones)<br />
    174. 174. July 2009: Only 204<br />Growing at more than 200% a month<br />
    175. 175. iPhone<br />iPod<br />Blackberry<br />Android<br />Palm<br />Samsung<br />
    176. 176. InStyle magazine offers a mobile app that launches their .mobi site<br />
    177. 177.
    178. 178. Create your own “shortcut” application at bblauncher.com ($3)<br />
    179. 179.
    180. 180.
    181. 181.
    182. 182.
    183. 183.
    184. 184.
    185. 185.
    186. 186. Listen<br />Google Alerts<br />Web<br />Blog<br />News<br />Site Specific<br />SocialOomph<br />CoTweet<br />Notifications (Email, RSS, SMS)<br />Daily Checks<br />
    187. 187. Play with Social Media<br /><ul><li>Build a Facebook profile
    188. 188. Watch most-watched YouTube videos
    189. 189. Share pics with Flickr or PhotoBucket
    190. 190. Tag with Del.icio.us
    191. 191. Find some blogs that interest you (why?)</li></li></ul><li>Recommendations<br /><ul><li>Facebook Page
    192. 192. Twitter Account
    193. 193. Sharing widgets
    194. 194. Adapt for Mobile
    195. 195. Do nothing just because it’s always been done
    196. 196. Communicate across all relevant channels
    197. 197. Watch …</li></li></ul><li>Thank you<br />Melissa Cheater,Social Web Strategist + Speaker<br />info@melissacheater.com<br />www.twitter.com/mmbc<br />www.linkedin.com/in/melissacheater<br />www.facebook.com/melissacheater<br />www.melissacheater.com<br />
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