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Its Time for Social Media

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Todd's Presentation to the Association of College Unions International

Todd's Presentation to the Association of College Unions International

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Its Time for Social Media Its Time for Social Media Presentation Transcript

  • It's Timeto Optimize Your Social Media Strategy for Your Community…
    Todd Van Hoosear
    Principal, Fresh Ground Communications
    @vanhoosear #acuir1
  • It's Timeto Shorten MyPresentation Titles…
    Todd Van Hoosear
    Principal, Fresh Ground Communications
    @vanhoosear #acuir1
  • It's Time!
    That’s Better!
    Todd Van Hoosear
    Principal, Fresh Ground Communications
    @vanhoosear #acuir1
  • It's Timeto WAKE UP!
    Good Morning!
  • It's Timeto LISTEN!
    I need to ask some questions
    You should too
  • It's Timeto WATCH!
  • It's Timefor some CONTEXT!
    Who is this guy?
    Why should you pay attention to him?
    PR Professional with 16 years experience
    Social media early adopter
    Nerd who takes offense to being called a geek
  • It's Timeto Take Social Media SERIOUSLY!
  • Guess where this was organized?
  • Here… And on Twitter… And SMS…
  • Yes, It's Timeto Take Social Media SERIOUSLY!
    Not so seriously that you’re afraid of it…
    But seriously enough that you change more than just how you market
  • Three Questionsand an INTERJECTION!
    BUT!!
  • What?
  • What: Kinds of Social Media
    Publishing
    Blogs and splogs
    Photo, video and audio-sharing sites
    Podcasts and videocasts
    News and RSS feeds
    Mashups and widgets
    Community
    Social networks
    Forums
    Blog, video and audio commenting
    Collaboration
    Wikis
    Google Docs
    Event management platforms
    Aggregation
    RSS readers
    Social bookmarking
    Social tagging and folksonomies
    Presence
    Microblogs
    Live journals
    IM/SMS
    Mobile location-based services
    Optimization
    Search engine optimization
    Press release optimization
    News room optimization
  • What: The Ultimate Disruptive Technology
    Blogs are changing how media companies do business, and some of them are going out of business
    Podcasts and online video are disrupting traditional advertising models
    Social media news releases and news rooms are changing how press releases are distributed
    Social networks are connecting customers with companies, and empowering those customers
    Wikis are taking collaboration to the next level
    Blogs and microblogs are creating new opportunities to join the conversation
  • What? The Social Media Effect
    The “Command and Control” PR model is dead
    Honesty and transparency are key
    Timing is nothing, announcement-wise
    Event communities form way before events start
    Criticism is good, failure is acceptable
    Everyone’s a channel, and everyone is a critic
    Measurement is becoming easier
    The “Berlin wall” of information is falling
    Big brands are devolving, personal brands are evolving
    Everything is a commodity, except attention and trust
  • Why?
    Social media is a force that cannot be ignored
    Thanks to iCrossing for this quote
  • Why?
    Source: NASPA 2008 Profile of the American College Student
  • Why?
  • Why?
  • Why?
    Because the Rules Have CHANGED!
  • The New Rules of Marketing & PR
  • The New Rules of Marketing & PR
  • The New Rules of Marketing & PR
  • The New Rules of Marketing & PR
  • The New Rules of Marketing & PR
  • The New Rules of Marketing & PR
  • The New Rules of Marketing & PR
  • The New Rules of Marketing & PR
  • The New Rules of Marketing & PR
  • How: The New Reality of Marketing…
    (Nearly) everything’s real-time
    (Nearly) everything’s online
    (Nearly) everyone’s a marketer
    (Nearly) everything’s outsourced
    (Nearly) everyone’s a freelancer
    (Nearly) everything’s measurable
    (Nearly) everything’s cheap or free
  • How: The Social Media Success Cycle
  • How: The Three Cs
  • How: Delegation of Responsibility
  • But: 10 Objections to Social Media
    I suffer from information overload already.
    So much of what's discussed online is meaningless. These forms of communication are shallow and make us dumber. We have real work to do!
    I don't have the time to contribute and moderate, it looks like it takes a lot of time and energy.
    Our customers don't use this stuff, the learning curve limits its usefulness to geeks.
    Communicators [bloggers, tweeters] are so fickle, better to stay unengaged than risk random brand damage. We don't want hostile comments left about us on any forum we've legitimized.
    Source: Marshall Kirkpatrick’s “ReadWriteWeb”
  • But: 10 Objections to Social Media
    Traditional media and audiences are still bigger, we'll do new stuff when they do.
    Upper management won't support it/dedicate resources for it.
    These startups can't offer meaningful security, they may not even be around in a year - I'll wait until Google or our enterprise software vendor starts offering this kind of functionality.
    There are so many tools that are similar, I can't tell where to invest my time so I don't use any of it at all.
    That stuff's fine for sexy brands, but we sell [insert boring B2B brand] and are known for stability more than chasing the flavor-of-the-month. We're doing just fine with the tools we've got, thanks.
    Source: Marshall Kirkpatrick’s “ReadWriteWeb”
  • A Few Things
    You Can Do to Get Started…
  • Add an RSS feed
  • Get your news “Dugg” to spread the word
    Enable social bookmarking
  • +
    =
    More relevant, findable, engaging news releases
    Spruce up your news releases
  • Create and Cultivate a Network
    Spread the Word
    Get Instant Feedback
    Start microblogging
  • Brand Yourself and Converse with Peers/Customers
    Start a blog
  • Create Content
    Place Your Clients in Front of a New Audience
    Start a podcast or vlog
  • Share your photos…
  • MSM and New Media Feed Each Other
    Create new, share old videos
  • Change how you manage events
  • Thank You!
    Todd Van Hoosear
    vanhoosear@gmail.com
    @vanhoosear #acuir1