Social Media 101, tailored to Thomas Jefferson School of Law

Thomas Jefferson School of Law

o 1:30 -- Welcome & introductionso 2:00 -- Social media overviewo 3:00 -- Breako 3:15 -- Brainstormingo 3:45 -- Debrief

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.

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)

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.

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

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

KEYS TO SUCCESS

KEYS TO SUCCESSo Experiment personally before professionallyo Try a variety of social media toolso Be yourself, make some friends, and share

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

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”

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

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

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)

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

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

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

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.

CASE STUDY

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

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

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

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

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

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

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.

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

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

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

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

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

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

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.

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

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

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

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

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

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

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.

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

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

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

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

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

Appendix

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

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

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

by Natalie Andrews-Wardel

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