Thomas Jefferson School of Law
o   1:30 -- Welcome & introductionso   2:00 -- Social media overviewo   3:00 -- Breako   3:15 -- Brainstormingo   3:45 -- ...
SOCIAL MEDIA DEFINEDSocial media is a  conversation online.  Look who’s talking:  o your students  o your future students ...
SOCIAL MEDIA DEFINEDo   Social Networkso   News & Bookmarkingo   Blogso   Microbloggingo   Video Sharingo   Photo Sharingo...
SOCIAL MEDIA DEFINEDWord of Mouth is the Future ofMarketing         Marketers can effectively use social media by         ...
SOCIAL MEDIA DEFINEDo   91% say consumer reviews are the #1 aid to    buying decisions - JC Williams Groupo   87% trust a ...
SOCIAL MEDIA DEFINEDSocial media can help you  in all stages of  marketing, self-  promotion, public  relations, and custo...
KEYS TO SUCCESS
KEYS TO SUCCESSo   Experiment personally    before professionallyo   Try a variety of social    media toolso   Be yourself...
KEYS TO SUCCESS1. Discovery                          2. Strategy    (people, competition,                 (opportunities, ...
CASE STUDYLeveraged core goals across all networks:     1. Reinforce their brand as      tax experts     2. Deliver on adv...
CASE STUDY1.   Brand Perception     o   Evaluated brand metrics         through a brand tracking         study2.   Engagem...
KEYS TO SUCCESSo   Find where your    audience is participating    and indentify the    influencerso   Read industry blogs...
KEYS TO SUCCESSo   Tap into the wisdom of the    crowd to access a wider    talent pool and gain    customer insighto   Co...
KEYS TO SUCCESSo   Avoid puffery    (people will ignore it)o   Avoid evasion and lying    (people won’t ignore it)o   Comp...
CASE STUDYo   Belkin employee busted    offering payment for fake    positive product    reviewso   Belkin president claim...
KEYS TO SUCCESSo   Don’t be afraid to share.    Corporations, like    people, need to share    information to get the    v...
KEYS TO SUCCESSo   Dont shout. Dont    broadcast. Don’t brag.o   Speak like yourself –    not a corporate    marketing shi...
CASE STUDY
KEYS TO SUCCESSo   Think like a contributor,    not a marketero   Consider what is    relevant to the    community before ...
KEYS TO SUCCESSo   Don’t try to delete or    remove criticism (it will    just make it worse)o   Listen to your detractors...
KEYS TO SUCCESSo   Don’t wait until you    have a campaign to    launch - start planning    and listening nowo   Build rel...
KEYS TO SUCCESSo   You need buy in from    everyone in the    organizationo   Convince your CEO that    social media is re...
KEYS TO SUCCESS1.    Experiment with social media2.    Make a plan3.    Listen4.    Be transparent & honest5.    Share you...
THE TOOLSo   Social Networkso   News & Bookmarkingo   Blogso   Microbloggingo   Video Sharingo   Photo Sharingo   Message ...
THE TOOLSo   People and organizations    connect and interact    with friends, colleagues    and fans.o   Popular social n...
THE TOOLSo   create online profileso   share photos, video, and    audio, linkso   send private message and    instant mes...
THE TOOLSo   Contains profiles of Fortune    500 executives and leading    entrepreneurs    o average individual salary on...
THE TOOLSo   Fastest growing social    network in Canada and    the world    (200 million members)o   Powerful tools to en...
THE TOOLSo Your brand’s homepage  on Facebook.o Allow you to post photos,  videos, events and other  messages.o Users inte...
THE TOOLSFacebook ads give you the  ability to advertise  directly to specific  demographic groupso Identify clear goals f...
THE TOOLSDo                                 Don’to   establish a presence on the    o   create a page and fail to    socia...
THE TOOLSo   A blog is a website with    regular entries of    commentary or newso Blogs serve to establish    your compan...
THE TOOLSo   engage in dialogue with your    customerso   improve your search engine    visibilityo   promote product laun...
THE TOOLSDo                                 Don’to   post on a regular schedule     o   write press releases – be real    ...
THE TOOLSo   Microblogs are blogs    limited to a sentence or    two (about 140 characters)    o People use microblogging ...
THE TOOLSTwitter can help you:o   share timely informationo   promote useful content    including resources, contests,    ...
CASE STUDYo   September 08: Twitter    founder Biz Stone tweets    about Charity: Water, which    builds wells in Ethiopia...
THE TOOLSDo                                 Don’to   find and share useful          o   sound like a press release –    co...
THE TOOLSo   Video sharing sites let    you upload videos and    share them with people.o   They’re a perfect    repositor...
THE TOOLSDo                                 Don’to   be informative, useful, or     o   just upload infomercials    entert...
3 TAKE AWAY MESSAGESo Learn what people are saying about youo Create buzz for events & campaignso Increase brand exposureo...
3 TAKE AWAY MESSAGES1.   Word of Mouth peer-to-     peer discussions are     more influential than     the mass media2.   ...
3 TAKE AWAY MESSAGESo   Discussions with the Dean – on Twitter, Facebook chat, etc.o   Join in on newsy topics – write blo...
o 10 Keywords for TJSL to monitoro 3 Ideas for interacting with new studentso 3 Ideas for reaching out to alumnio 5 Ideas ...
Appendix
REFERENCESo   PR 2.0                     o   Groundswell Blog    BrianSolis.com                 blogs.forrester.com/ground...
INSPIRATION & CREDITSo   Social media Is....             o   Groundswell Blog    slideshare.net/leewhite/socia       blogs...
THE MYTHS
THE MYTHS“Social media is just a     fad      – it will go away.”
THE MYTHS “Social media isinexpensive.”
THE MYTHS“If we put our content online   we’re just giving ourexpertise away for free!”
THE MYTHS“We can’t measure social media results.”
THE MYTHS     “Social media might work forcertain industries and business models   but it won’t work for us.”
THE MYTHS“Tell the programmers to setup that socialmedia thing….and get them to make it        viral while they’re at it!”
THE MYTHS“YouTube is that site for funnycat videos – you’ll cheapen   our brand by putting     our video on there!”
THE MYTHS“I’ve started a Facebook page so I’ve got     social media covered!”
THE MYTHS“If we just delete all negative comments no         one will see them.”
THE MYTHS“No seriously, I               don’t think anyone           will notice if we    delete those negative comments.”
THE MYTHS“If we build it they   will come.”
THE MYTHS“Social media is for kids.”
THE MYTHS“We have to figure this all out before we       start using social media.”
THE MYTHS“Social Media is hard.”
THE MYTHS“Social Media is easy.”
Social Media 101, tailored to Thomas Jefferson School of Law
Social Media 101, tailored to Thomas Jefferson School of Law
Social Media 101, tailored to Thomas Jefferson School of Law
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Social Media 101, tailored to Thomas Jefferson School of Law

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Social Media 101, tailored to Thomas Jefferson School of Law

  1. 1. Thomas Jefferson School of Law
  2. 2. o 1:30 -- Welcome & introductionso 2:00 -- Social media overviewo 3:00 -- Breako 3:15 -- Brainstormingo 3:45 -- Debrief
  3. 3. SOCIAL MEDIA DEFINEDSocial media is a conversation online. Look who’s talking: o your students o your future students o your donors o your employees o your critics o your fans o your competition.... o anyone who has Internet access and an opinion.
  4. 4. SOCIAL MEDIA DEFINEDo Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Related: o Podcasts o Real Simple Syndication (RSS)
  5. 5. SOCIAL MEDIA DEFINEDWord of Mouth is the Future ofMarketing Marketers can effectively use social media by influencing the conversation. One way to do this is by joining in the conversation.
  6. 6. SOCIAL MEDIA DEFINEDo 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Groupo 87% trust a friend’s recommendation over critic’s review - Marketing Sherpao 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Researcho 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent * Slide courtesy of Digital Influence Group
  7. 7. SOCIAL MEDIA DEFINEDSocial media can help you in all stages of marketing, self- promotion, public relations, and customer service: o research o strategic planning o implementation o evaluation
  8. 8. KEYS TO SUCCESS
  9. 9. KEYS TO SUCCESSo Experiment personally before professionallyo Try a variety of social media toolso Be yourself, make some friends, and share
  10. 10. KEYS TO SUCCESS1. Discovery 2. Strategy (people, competition, (opportunities, and search engines) objectives)3. Skills 4. Execution (identify internal (tools, integration, resources and gaps) policies, and process)5. Maintenance (monitor and adapt)Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
  11. 11. CASE STUDYLeveraged core goals across all networks: 1. Reinforce their brand as tax experts 2. Deliver on advocacy positioning of the brand 3. Present the brand as being innovativeo Through “unexpected and meaningful interactions with consumers”
  12. 12. CASE STUDY1. Brand Perception o Evaluated brand metrics through a brand tracking study2. Engagement o 600,000 YouTube views o 1 million unique visits to their community site3. Word of Mouth o Increased online mentions in blogs, forums, and other social media
  13. 13. KEYS TO SUCCESSo Find where your audience is participating and indentify the influencerso Read industry blogs (including comments)o Google your company name & your competitiono Find tools that can help you listen
  14. 14. KEYS TO SUCCESSo Tap into the wisdom of the crowd to access a wider talent pool and gain customer insighto Companies that use crowd sourcing include: o Starbucks (MyStarbucks) o Dell (Ideastorm) o DuPont o Netflix o Wikipedia o iStockphoto.com o Threadless.com o Mechanical Turk (Amazon)
  15. 15. KEYS TO SUCCESSo Avoid puffery (people will ignore it)o Avoid evasion and lying (people won’t ignore it)o Companies have watched their biggest screw-ups rise to the top 10 of a Google searcho Admit your mistakes right away
  16. 16. CASE STUDYo Belkin employee busted offering payment for fake positive product reviewso Belkin president claims it’s an isolated incidento Influential tech blogs expose a larger cover up and name more employees involved
  17. 17. KEYS TO SUCCESSo Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social mediao Make your content easy to shareo Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend
  18. 18. KEYS TO SUCCESSo Dont shout. Dont broadcast. Don’t brag.o Speak like yourself – not a corporate marketing shill or press secretaryo Personify your brand – give people something they can relate to.
  19. 19. CASE STUDY
  20. 20. KEYS TO SUCCESSo Think like a contributor, not a marketero Consider what is relevant to the community before contributingo Don’t promote your product on every posto Win friends by promoting other people’s content if it interests you
  21. 21. KEYS TO SUCCESSo Don’t try to delete or remove criticism (it will just make it worse)o Listen to your detractorso Admit your shortcomingso Work openly towards an explanation and legitimate solution
  22. 22. KEYS TO SUCCESSo Don’t wait until you have a campaign to launch - start planning and listening nowo Build relationships so they’re ready when you need them
  23. 23. KEYS TO SUCCESSo You need buy in from everyone in the organizationo Convince your CEO that social media is relevant to your organizationo Get your communications team together, discuss the options, then divide and conquer
  24. 24. KEYS TO SUCCESS1. Experiment with social media2. Make a plan3. Listen4. Be transparent & honest5. Share your content6. Be personal and act like a person7. Contribute in a meaningful way8. See criticism as an opportunity9. Be proactive10. Accept you can’t do it all yourself
  25. 25. THE TOOLSo Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release
  26. 26. THE TOOLSo People and organizations connect and interact with friends, colleagues and fans.o Popular social networks include Facebook and MySpace, Linkedin, bebo, and Ning.o There are niche social networks for just about everything.
  27. 27. THE TOOLSo create online profileso share photos, video, and audio, linkso send private message and instant messageo learn more about people and organizationso Follow brands, celebrities, and gain your own fans
  28. 28. THE TOOLSo Contains profiles of Fortune 500 executives and leading entrepreneurs o average individual salary on LinkedIn is $109,000o On LinkedIn your can: o Post a profile and resume o Connect with colleagues o Share professional recommendations o Find jobs o Forums to demonstrate expertise and find answers
  29. 29. THE TOOLSo Fastest growing social network in Canada and the world (200 million members)o Powerful tools to engage and understand your audience: o Brand pages o Custom applications o Targeted advertising o Audience insights/metrics o Opinion polls
  30. 30. THE TOOLSo Your brand’s homepage on Facebook.o Allow you to post photos, videos, events and other messages.o Users interact with you by o Becoming fans o Commenting on your posts o Participating in discussions o Post photos to your pageo Fans see your page updates in their newsfeed
  31. 31. THE TOOLSFacebook ads give you the ability to advertise directly to specific demographic groupso Identify clear goals for your ado Know who you’re trying to reacho Ensure ad headline, copy and image is relevanto Experiment to get it righto Monitor your campaign and adjusto Know when to quit
  32. 32. THE TOOLSDo Don’to establish a presence on the o create a page and fail to social networks your maintain it customers and colleagues useo create a page to promote o try a hard sell approach your brand o censor commentso point your fans to your company blog or contest o spam your fans/friends with frequent private messages –o encourage a discussion and you’ll drive them away participate frequently o post false informationo explore targeted advertising opportunities
  33. 33. THE TOOLSo A blog is a website with regular entries of commentary or newso Blogs serve to establish your company as transparent, relevant, active, and expert.
  34. 34. THE TOOLSo engage in dialogue with your customerso improve your search engine visibilityo promote product launches and eventso gain expert status by providing useful tips
  35. 35. THE TOOLSDo Don’to post on a regular schedule o write press releases – be real about why something iso encourage conversation by exciting asking questions o let complaints goo respond to people that unanswered comment on your posts o make users register too use a few bloggers from your comment – they won’t bother company for more viewpoints o delete fair but critical comments
  36. 36. THE TOOLSo Microblogs are blogs limited to a sentence or two (about 140 characters) o People use microblogging to promote themselves, share content and follow friends, celebrities and brands o Companies use it for marketing, public relations and customer service by giving their brand a voice within the community
  37. 37. THE TOOLSTwitter can help you:o share timely informationo promote useful content including resources, contests, deals, etc. (not just your own)o personify your brando connect with your customers and develop leadso build credibility and influenceo listen to consumer buzzo research competitorso network and learn from experts in your field
  38. 38. CASE STUDYo September 08: Twitter founder Biz Stone tweets about Charity: Water, which builds wells in Ethiopia.o Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500, enough to build a wello The "social media birthday" was born; asking for donations from online friends to celebrate your birthday
  39. 39. THE TOOLSDo Don’to find and share useful o sound like a press release – content you’re in a social spaceo pose questions and reply to others o spam with constant links to your company website, eithero keep it fun - put a friendly in tweets or private messages face on your brand o post useless information –o promote sales, deals, news, do people really care what updates, and build buzz for you had for lunch? big releases or eventso know what people are saying about your brand
  40. 40. THE TOOLSo Video sharing sites let you upload videos and share them with people.o They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.
  41. 41. THE TOOLSDo Don’to be informative, useful, or o just upload infomercials entertaining o be afraid to experiment untilo create a summary and detailed description you find a formula that works.o post video replies to others o pull down other people’s videos showcasing youro allow commenting and product for copyright participate in the infringement conversation o make your video longer than ito save bandwidth costs on your needs to be – keep it concise website by hosting videos on and entertaining YouTube
  42. 42. 3 TAKE AWAY MESSAGESo Learn what people are saying about youo Create buzz for events & campaignso Increase brand exposureo Identify and recruit influencers to spread your messageo Find new opportunities and customerso Support your products and serviceso Improve your search engine visibilityo Gain competitive intelligenceo Get your message out fasto Retain clients by establishing a personal relationshipo Be an industry leader – not a follower
  43. 43. 3 TAKE AWAY MESSAGES1. Word of Mouth peer-to- peer discussions are more influential than the mass media2. Participate by enabling and feeding the conversation (follow the 10 keys to success)3. Be transparent & honest
  44. 44. 3 TAKE AWAY MESSAGESo Discussions with the Dean – on Twitter, Facebook chat, etc.o Join in on newsy topics – write blog posts, tweet, gather opinions on Facebooko Make campus events social. Post event invitations, and if not all students can come, add video to YouTube and Facebooko Blog. Highlight the good about Thomas Jefferson. Students, professors, San Diegoo Monitor conversations about the LSAT, bar exam, and legal topics o Use this to become the leader in legal conversation onlineo Recruit before events – reach out to students before you actually get to recruiting events
  45. 45. o 10 Keywords for TJSL to monitoro 3 Ideas for interacting with new studentso 3 Ideas for reaching out to alumnio 5 Ideas for multimedia opportunities on campus with existing events
  46. 46. Appendix
  47. 47. REFERENCESo PR 2.0 o Groundswell Blog BrianSolis.com blogs.forrester.com/groundswello Social Media Today o Chris Brogan socialmediatoday.com chrisbrogan.como Social Media Trader o Micropersuasion socialmediatrader.com micropersuasion.como Web Strategy by Jeremiah o Six Pixels of Separation web-strategist.com/blog twistimage.com/blogo Online Marketing Blog o PR Squared toprankblog.com pr-squared.com
  48. 48. INSPIRATION & CREDITSo Social media Is.... o Groundswell Blog slideshare.net/leewhite/socia blogs.forrester.com/grounds l-media-is well/2007/12/the-post- method.htmlo What the F**K is social media o Shannon Pauls Blog slideshare.net/mzkagan/what veryofficialblog.com -the-fk-social-media o Measuring the influence ofo The Social Media social media Manifesto slideshare.net/DigitalInfluenc briansolis.com/2007/06/futur e/business-impact-of-social- e-of-communications- media manifesto-for.html
  49. 49. THE MYTHS
  50. 50. THE MYTHS“Social media is just a fad – it will go away.”
  51. 51. THE MYTHS “Social media isinexpensive.”
  52. 52. THE MYTHS“If we put our content online we’re just giving ourexpertise away for free!”
  53. 53. THE MYTHS“We can’t measure social media results.”
  54. 54. THE MYTHS “Social media might work forcertain industries and business models but it won’t work for us.”
  55. 55. THE MYTHS“Tell the programmers to setup that socialmedia thing….and get them to make it viral while they’re at it!”
  56. 56. THE MYTHS“YouTube is that site for funnycat videos – you’ll cheapen our brand by putting our video on there!”
  57. 57. THE MYTHS“I’ve started a Facebook page so I’ve got social media covered!”
  58. 58. THE MYTHS“If we just delete all negative comments no one will see them.”
  59. 59. THE MYTHS“No seriously, I don’t think anyone will notice if we delete those negative comments.”
  60. 60. THE MYTHS“If we build it they will come.”
  61. 61. THE MYTHS“Social media is for kids.”
  62. 62. THE MYTHS“We have to figure this all out before we start using social media.”
  63. 63. THE MYTHS“Social Media is hard.”
  64. 64. THE MYTHS“Social Media is easy.”
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