Faced with too much choice, too much media, too much marketing, consumers are effectively, filtering or actively rejecting the onslaught. Through sharing and interaction, you can build a following that will help promote your products and services.
Many people are stuck in where they are. By spending minutes a day to brainstorm and some time on the weekends to blog about your passion and network, you will never know when opportunity knocks on your door and you may get noticed to do something you really like doing. There is always something better out there, you will need to have the drive to want it and stand out from the crowd.
If you have YES for most of the answers to the above questions, you may be no better than a zombie.
By : Robin Low SOCIAL MEDIA for education advancement
Audience do not trust advertisements . (They would rather read a review on a blog or a webpage rather than corporate page)
Audience are immune to interruptive marketing . (too many mediums, too many ads)
Audience are informed , and information is readily available.
With a global business , it cost too much to reach out to everyone.
With social media, the cost is $0 , no external company needs to be engaged.
A radical change has occurred in the World of advertising and marketing “ ”
Audience are not listening anymore Interruptive marketing has seen it’s day Source: http://www.=.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
The Audience is creating Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
The Audience is selecting Time Shift technology Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
The Audience is changing Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
media Landscape Internet Advertising Bureau, 2004
product Proliferation While mergers, both horizontal and vertical, the landscape of the industry in the world have been changing. Various organizations market many variations of the same products . The number of brands of everything is ever increasing and house brands are common in chain stores, resulting in consumers having more options. Source: Strike up the Brands. McKinsey & Company, December 2003 Source: Darwin Day Conference, Google
media Proliferation Source: “Left Brain Marketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004) Source: Darwin Day Conference, Google
Besides getting your ads on TV, newspapers, radio and magazines, many other new mediums are used to bombard consumers with ads. Today, ads can be found virtually everywhere, on sms on cell phones, your IM communicator, computer games and in movies. As a result, consumers are growing more wary and tired of advertisements.
social media is … http://www.flickr.com/photos/noxdineen a CONVERSATION…
That is powered by… BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnneFIOPartners
“ Your alumnus are the message” -Marshall McLuhan The “medium-is-the-message” guy
People have now had a taste of two way conversations around your brand. They won’t wait for you to talk about you. They don’t want to listen to this… http://www.flickr.com/photos/nationaalarchief
Source: Universal McCann’s Comparative Study on Social Media Trends, April 2008 , The conversation is happening…with or without you. BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners
Universities and Alumni Associations no longer have monopoly over Alumni Data .
Alumni can organize their special interest groups & target event invitations to exclusive audiences.
In fact, students have already started their own Alumni Groups on different social media platforms, & the birth of Web 2.0 already enabled Alumni to self organize, coordinate & form their own groups to network & organize events.
So instead of hindering the self formation of ad hoc alumni groups, Universities should look in to facilitating such phenomena.
what has changed? BROADCAST Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization Creates Content SOCIAL MEDIA Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creatio n Source: Slide 10 from "What's Next In Media?" by Neil Perkin
let’s consider what is happening to email How many email address have you had? How many do you currently have? (most people answer 3 or more) Why do you have multiple, how is each used? If your organization asked you for your email address, which one would you give them? Content used to “go viral” through email. Generally, people don’t use the channel that way any more.
4 pillars of SOCIAL MEDIA Tips to grow your influence
Create Networks Blogs Articles Groups Forums Pages Twitter eHow YouTube Podcast Existing Networks Join Forums Join Groups Wikipedia Twitter Comment on blogs Build Relationships Reply to forums Post value Twitter Follow Twitter reply RT Start Events Measure Success # of reply # of RT # of clicks on links Track influence Sales ROI from links Benchmark with competitors
know what you want to accomplish Develop a social media marketing plan for a specific goal or purpose. This will help you pick which site to use and how to measure success.
decide on purpose of social media and organization’s position Social media is not just to get donations, decide on what your organization would want to use it for. Your social media presence is more for online branding, educating your customers and engaging the public.
decide on which platform to use There are many different social media platforms to use, which one fits your company best? Find where your niche and audience are located and which platforms they are on and engage them there. Tip: Engage in 3 – 4 platforms. Cross marketing between the platforms creates multiple touch points.
decide on how your social media will be managed Who will be in charge of the Twitter account and Facebook Pages? Find out the rules needed for management to be comfortable. Find different roles for people with different comfort levels and skill sets.
develop social media policies Decide on what can be said and what can’t be said and integrate it into your HR policies. Set up staff training around your social media policy to create awareness amongst all staff.
Be sure you provide many great reasons to follow you.
Keep content interesting and varied.
Always have your audience in mind.
be consistent Consistency is key. Devote a few hours a week to monitor your social media progress. Consistently be part of a community, not there only to market products. Participate in conversations and do not leave conversations you started.
In social media, you might be the topic of conversation without being the center of it You will have to give up some control in order to gain more influence and followers. Giving up control is OK. BROADCAST MEDIA SOCIAL MEDIA
"Every network has an underlying purpose" and motivations for such network creation. The role of the community manager is to hold the collective vision, create and manage relationships and manage collaborative processes.
In an article by Jeremiah Owyang :"The Four Tenets of the Community Manager", He lists a few good roles the Community Manager should have.
As a community advocate, the community managers’ primary role is to represent the customer. This includes listening, which results in monitoring, and being active in understanding what customers are saying in both the corporate community as well as external websites. Secondly, they engage customers by responding to their requests and needs or just conversations, both in private and in public.
In this evangelistic role (it goes both ways) the community manager will promote events, products and upgrades to customers by using traditional marketing tactics and conversational discussions. As proven as a trusted member of the community (tenet 1) the individual has a higher degree of trust and will offer good products.
This tenet, which is both editorial planning and mediation serves the individual well. The community manager should first be very familiar with the tools of communication, from forums, to blogs, to podcasts, to twitter, and then understand the language and jargon that is used in the community. This individual is also responsible for mediating disputes within the community, and will lean on advocates, and embrace detractors –and sometimes removing them completely. Importantly, the role is responsible for the editorial strategy and planning within the community, and will work with many internal stakeholders to identify content, plan, publish, and follow up.
4) Gathers Community Input for Future Product and Services
Perhaps the most strategic of all tenets, community managers are responsible for gathering the requirements of the community in a responsible way and presenting it to product teams. This may involve formal product requirements methods from surveys to focus groups, to facilitating the relationships between product teams and customers. The opportunity to build better products and services through this real-time live focus group are ripe, in many cases, customer communities have been waiting for a chance to give feedback.
And the 2 important questions that the alumni association needs to ask is:
1) For the initiative you want to start -- does the alumni want it?
2) For the service you want to provide (or build) -- is it easier to be accessed elsewhere?
If your organization is interested in engaging Alumni and Students in Social Media, please bear in mind: What works for someone may not work for you. But feel free to consider all the best practices by other organizations around the world.
10 Ways Universities Are Engaging Alumni Using Social Media http://mashable.com/2009/07/23/alumni-social-media/