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UCAS - what is social media? Plenary session Michelle Goodall


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My plenary session delivered at the UCAS Social media marketing conference October 2010. "What is Social Media?"

My plenary session delivered at the UCAS Social media marketing conference October 2010. "What is Social Media?"

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  • Social media not new Usenet (now Google Groups) invented in 1979 to allow sharing of content, files etc Whilst email was the hot thing in the early 90’s forums of special interest groups and self created communities existed using threaded conversations – social media! Even in the late 90s to mid noughties when commerce was king – sites still allowed us to create content and converse – reviews in amazon, conversations in eBay etc Robin Mannings will later today tell us where this is all going?
  • Often defined by tools/channels rather than what it actually is….rarely media, but always social – i.e. tools and technology that allow people to have a conversation – You can create your own definition or pick from the many out there The term social media is often criticized….is it dead? (last conference) But conversation and dialogue at the core of social media – 2 way, real time, empowering everyone to have a voice online whether that is through text, images, photos, video etc
  • Forget Twitter, Foursquare etc – How many of you have a personal Facebook account? 26 million of us using Facebook, 20+million using Wikipedia and 20+ million visiting and using it’s social tools to comment on stories and share or bookmark And where would we all be without Wikipedia and the delights of YouTube… families current favourite is that Oscar winning critically acclaimed Baby Monkey Riding on the back of a piggy
  • Applications for tablets such as ipad, social music sharing – spotify one of the best and Apple have just launched Ping, location based social media – the ability to check in to real venues and places, share with friends, share tips and criticisms and locate friends…..much more about these tools later today and in other sessions
  • Forget Twitter, Foursquare etc – 26 million of us using Facebook, 20+million using Wikipedia and 20+ million visiting and using it’s social tools to comment on stories and share or bookmark
  • Forget Twitter, Foursquare etc – 26 million of us using Facebook, 20+million using Wikipedia and 20+ million visiting and using it’s social tools to comment on stories and share or bookmark
  • Free - Social media trades media cost for labor cost. Done correctly, social media – even a simple reputation monitoring program – is a time intensive proposition that requires daily vigilance. A sticking plaster for orgs that need fundamental rewiring… Optional – not optional for any organisation where audiences and stakeholders using social media to talk about them/competitors etc Unmeasurable – align to your org/business objectives – simple analytics free on most tools (Facebook, Flickr, Youtube and soon Twitter) as well as the ability to look at quant and qualitative measures on your website analytics and to conduct surveys amongst students
  • Multiple stakeholders include parents of students, staff etc Note – no mention of cost savings
  • Percentage of respondents using social media channels and the tactics they are using. No specific sector info available but highlights that creating communities via networks such as FB, Twitter and LinkedIn and video top the social media tactics used
  • Same survey highlights that Twitter and FB lead social channels adopted and used.
  • Regardless of sector, these are the most commonly cited barriers to successful adoption of social technologies. Key issues are time, resource and people skills…..the former are not easy to fix but the latter keeps a trainer like me very busy ;-) This has changed over the past 5 years or so where leadership, ownership and policy were the biggest barriers – orgs no longer fear social media but struggle with the time implications that true engagement with people brings
  • Marketing still drives social media planning and activity but definitely a trends towards more cross functional planning and strategy. Again this chart is not sector specific but It’s important to create a strategy that is cross functional and impacts other areas of your business – HR – attracting talent, increasing student and staff satisfaction, impacting number of fee paying students
  • People tend to describe and plan social media using tools first but critical that orgs plan effectively – 80%- Jeremiah Owyang Anna Rafferty last week cam up with good analogy good social media planning like having a baby- pregnancy is the time required to plan before doing anything having a baby can give you sleepless nights and self doubt – you need support from lots of people…there will be lots of advice, but ultimately you have to do it your way….there will be suprises, frustration, sheer joy but you’ll never look back
  • Thousands of tools – constantly evolving but helpful to categorise social media tools – the only problem is that they can’t be categorised very easily….here;s the simple one.
  • This will help with our audience insight, analysis and to understand which key tools and channels they use. Can also be used to monitor your institution Keywords – spokespeople, courses, lecturers, the institution itself
  • Free = great but do consider whether you need to evolve to a commercial solution
  • Creating content to showcase University and university life Youtube not only video channel Flickr pro account worth it…
  • Eventbrite Slideshare Podcasts
  • Aston’s University the best that I found
  • Blog Linkedin Company profiles and groups
  • Twitter Social sharing/advocacy buttons on site and content and off-site (delicious)
  • Avoid overstretching your resources across too many channels – go back to your insight phase in planning - if you have to use one, use it well and avoid the terrible tumbleweed of the empty group/community etc
  • Facebook laces requires a free download update to the Facebook mobile application, and once users “check in,” they can show their Facebook friends where they are. Members can block the general Facebook population from seeing their location. A Facebook member can “tag” friends using the (at) symbol, and the friends can respond by revealing their location if they accept the tagging request. The application could be a “good way to monitor who checks in on campus [so] they can identify prospective students, staff, and faculty members, [and] they can see what locations are frequented by students, and a variety of other really useful statistics that will only help them better serve their constituents,” said Wecker, a writer for George Washington’s online news service. “ All it takes are a few really plugged-in and energized faculty, staff, and students to start a digital revolution on campus, and I expect that to be the case with Facebook as well.”
  • Transcript

    • 1. What  is  social  media?   Michelle  Goodall   Social  media  consultant  and  trainer   07977  418  630   @greenwellys  
    • 2. Me   ©  Michelle  Goodall,  Oct  2010  
    • 3. Internet  evoluLon   Source:  Alistair  Bruce,  Google     ©  Michelle  Goodall,  Oct  2010  
    • 4. So  what  is  social  media?   “Any  tool  or  service  that  uses  the  internet  to  facilitate  conversa3ons”   Brian  Solis   A  Radical  Shi>  in  Communica)on:  The   Network:  Social  media  is  a   radical  shiU  from  one-­‐way  broadcast  type   phenomenon  which  creates  a   communicaLons  to  dialog  and   personalised  network  for  sharing   conversaLon  using  web  based  tools   digital  content   Empowering:  Social   media  is  an  online   Real-­‐)me:  Social  Media  is  on-­‐demand,  real   renaissance   Community:  Set  of  updated   Lme  interacLon,  that  uses  technology  to   empowering   communicaLon  tools  that  allow  us  to   enable  genuine  engagement  with  others   people  to  facilitate   build  new  communiLes  at  a  Lme  when   around  media  vs.  simply  sharing  data  with   conversaLons   our  local  community  has  almost  been   them   around  shared   lost   ideas   Content  Distribu)on:  Social  media   consists  of  online  technologies  that   Conversa)on:  Tools  or  plaRorms  that  allow   facilitate  the  creaLon  and  distribuLon   anyone/everyone  to  share  informaLon  or   of  content     engage  in  conversaLon   ©  Michelle  Goodall,  Oct  2010   Source:  Mashable,  July  2010,  Reader  Responses  to  “What  is  Social  Media?”  
    • 5. Another  perspecLve…   ©  Michelle  Goodall,  Oct  2010   Source:  What  the  F**K  is  social  media?  
    • 6. In  reality  it’s  stuff  we  use  every  day..   ©  Michelle  Goodall,  Oct  2010  
    • 7. And  interesLng  new  technologies   ©  Michelle  Goodall,  Oct  2010  
    • 8. We  all  use  it  differently….   Emma:   Age  33:   North  West  London   Faheem:   Age  18:   St  Albans   ©  Michelle  Goodall,  Oct  2010   Forrester  Social  Technographics  ladder  
    • 9. But  we’re  definitely  using  it….   1  in  every  6  mins  spent  on  web  in  UK  on  social  networks/blogs   Source:  Nielsen  Online,  Mar  2010   ©  Michelle  Goodall,  Oct  2010  
    • 10. What  social  media  isn’t…   ©  Michelle  Goodall,  Oct  2010  
    • 11. Benefits  of  using  social  media   Gen  Y  students  use  it  insLncLvely  –  and  don’t  call  it  social  media    –  You’re  using  the  channels  they  expect  you  to  use   Enables  insLtuLons  to  have  a  more  conversaLonal  tone     and  engage  with  mulLple  stakeholders  in  relevant  channels   Enables  students  to  idenLfy  with  the  insLtuLon  and     other  students  from  the  very  first  touch  point….   “people  like  me…”   Enables  insLtuLons  to  co-­‐opt  staff,  exisLng  and  former  students  to  provide      realisLc  image  of  the  insLtuLon,  its  people  and  environment   ©  Michelle  Goodall,  Oct  2010   what  prospecLve  students  want  from  a  University  website  
    • 12. AdopLon  in  UK   Social network profile creation and management 56% Creation of video / use of video-sharing sites 55% Corporate or brand blog 48% Ratings and reviews 28% Creation of mobile applications 24% Use of social bookmarking sites 22% Creation of podcasts 21% Use of social news sites 20% Creation of widgets 18% Use of location-based platforms 7% Social gaming 6% Virtual world activity 3% None 11% Other 1% 0% 10% 20% 30% 40% 50% 60% Source:  Econsultancy’s  3rd  annual  online  pr  and  social  media  report   ©  Michelle  Goodall,  Oct  2010  
    • 13. 83% Main  social  channels  used   80% 58% 51% 23% Twitter Facebook YouTube LinkedIn Wikipedia Source:  Econsultancy’s  3  annual  online  pr  and  social  media  report   rd ©  Michelle  Goodall,  Oct  2010  
    • 14. Common  Barriers   ©  Michelle  Goodall,  Oct  2010  
    • 15. It’s  not  just  Social  media  MARKETING   Source:  Econsultancy’s  3rd  annual  online  pr  and  social  media  report   ©  Michelle  Goodall,  Oct  2010  
    • 16. How  to  do  it  right…   ©  Michelle  Goodall,  Oct  2010  
    • 17. Planning   InsLtuLon  -­‐  Strategic  Insight   Leadership   Vision  and  Values   Resource   Skills   Culture   ObjecLves   Audience  and   Online  research   Channels,  content,  themes   stakeholder  analysis   Social  Media  Strategy   ObjecLves   DisseminaLng   Monitoring   InformaLon   Gathering  Insight   Audiences   Responding   Channels,  Tools  and   Share   CollaboraLng   TacLcs   Monitoring   Delivery   Policies/guidelines   Content   KPIs/metrics   Evaluate/Measure   Timing   ©  Michelle  Goodall,  Oct  2010  
    • 18. It  took  this  long  to  get  to  the  tools…   ©  Michelle  Goodall,  Oct  2010   Source:  The  ConversaLon  Prism  
    • 19. Listen/Research   Step  1.   Define,  refine   monitoring   Step  2.   keywords/   Snapshot     Step  3.   phrases   Tools   Set  up  alerts   and  feeds   Step  4.   Set  up  and    manage  in   RSS  reader   Step  5.   Tweak   keyphrases   ©  Michelle  Goodall,  Oct  2010  
    • 20. No  shortage  of  free  tools   ©  Michelle  Goodall,  Oct  2010  
    • 21. Create   ©  Michelle  Goodall,  Oct  2010  
    • 22. Create   ©  Michelle  Goodall,  Oct  2010  
    • 23. Collaborate   ©  Michelle  Goodall,  Oct  2010  
    • 24. Collaborate   ©  Michelle  Goodall,  Oct  2010  
    • 25. Share   ©  Michelle  Goodall,  Oct  2010  
    • 26. Set  strategy,  select  tools  and  channels   appropriately….   Avoid the tumbleweed of empty and under-resourced channels… ©  Michelle  Goodall,  Oct  2010  
    • 27. What  next?  
    • 28. LocaLon,  locaLon,  locaLon….   Useful  arLcle  about  protecLng  your/   student  privacy   ©  Michelle  Goodall,  Oct  2010  
    • 29. Thanks….   What  is  social  media?   Michelle  Goodall   Social  media  consultant  and  trainer   07977  418  630   @greenwellys   ©  Michelle  Goodall,  Oct  2010