Social Media and University Advancement

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Jason Falls's keynote slides for CASE Kentucky on University Advancement and social media.

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  • I’m not here to tell you how to raise money. You know how to raise money. I’m not here to tell you how to cultivate relationships. You know how to cultivate relationships. I’m here to show you that social media isn’t a unicorn. It’s just a horse.
  • I’m here to show you that social media isn’t a unicorn. It’s just a horse. (Jay Baer)
  • This is what Internet marketing looked like in 2000.
  • And what that got you was an online brochure.
  • Today, the Internet encompasses worlds within worlds, including: Websites, E-Commerce Sites, Microsites, Internal Platforms, Search Engine Optimization, Email Marketing, Online Advertising, Paid Search & Pay-Per-Click, Blogging & Podcasting, Monitoring & Listening, Social Media Marketing, Mobile Marketing and Analytics
  • This is a representation of the universe of social media. There are too many sites for one person (or company) to manage.
  • To further illustrate the point, this is just a representation of the platforms and tools relevant to Twitter.com use.
  • 1999 – Doc Searls, Rick Irvine, Christopher Locke and David Weinberger
  • 1999 – Doc Searls, Rick Irvine, Christopher Locke and David Weinberger No. 1 – “Markets are Conversations” 2. Markets consist of human beings, not demographic sectors. 3. Conversations among human beings sound human. They are conducted in a human voice. 25. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationship 39. The community of discourse is the market. 40. Companies that do not belong to a community of discourse will die.
  • 1999 – Doc Searls, Rick Irvine, Christopher Locke and David Weinberger No. 1 – “Markets are Conversations” 2. Markets consist of human beings, not demographic sectors. 3. Conversations among human beings sound human. They are conducted in a human voice. 25. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationship 39. The community of discourse is the market. 40. Companies that do not belong to a community of discourse will die.
  • EEEEE. Gross!
  • Online communities offered pockets of interest areas that served as common threads. People connected with like-minded people PEOPLE connected with PEOPLE
  • What Pew Internet & American Life says we want. YOU want to market in these “conversations”
  • Conversational Marketing success occurs when our genuine participation (that not motivated by marketing goals) earns our audience’s permission to share information that is.
  • This is the definition of your most effective job strategy. This ain’t rocket surgery.
  • Planning is critical Know your audience Know your goals Know your messages that will drive them to the goals Goals, Objectives, Strategies and Tactics Plan, Execute, Measure, Adjust, Repeat
  • Know who is talking about your industry, you Know what they’re saying about your industry, you R&D Reputation Management Customer Engagement
  • How do we listen?
  • Content Is King Content-Centric Websites Win Search Search Engines Reward Recent & Frequent Search Engines Reward Inbound Links Content & Social Tools Engage Users
  • Search engine optimization and content to drive that for your website – CRITICAL 80% traffic from first-time visitors Google tools – identify keyword phrases people are searching for, target those phrases with content Title, first graph, throughout.
  • Why blogs win search? Frequency and credibility.
  • Social Media puts a face and a name on your brand It’s about engaging, having conversations, building trust By providing value (content, insight, engagement, etc.) you build trust. By building trust, you earn influence
  • These are the default four, but they make sense for you for a lot of reasons. Remember blogging – not just about driving traffic and interaction to your site, but winning search terms.
  • Remember – It’s not about you or your cause. It’s about them and how you can provide value to their experience.
  • Social is one piece of the puzzle Website as a hub Social to meet the audience where they play (but invite them over) Search marketing to capture those who don’t know you Mobile marketing to meet the demands of the world Email marketing to stay top-of-mind and drive activity CRM to move customers along the funnel Online and Traditional advertising to drive awareness and activity Channel marketing to drive referrals Direct mail to deliver relevance to segments
  • How do you measure? Establish your goals Write measurable objectives Make sure those objectives are meaningful business drivers.
  • Before you do anything else, know what social media marketing (and larger so, digital marketing) can do for you: Aide in Branding and Awareness Build Community Facilitate Customer Service Facilitate Research and Development Protect Your Reputation Drive Sales/Leads
  • Fundraise: Donors appreciate specificity and clarity on what they’re giving and how it will be used. Don’t raise money, support specific projects. Short: “Get ‘em before they’re gone.” Time sensitivity creates urgency Identify: Using your most socially connected donors to spread the word serves as the quality 3 rd party recco. Prioritize: Planning imperative for you and your staff to know next steps. Use: Dozens of online payment options, widgets, etc. Built in share and promotin functionality. Chip-In. Define: Plan and execute with timelines, deadlines and measures in mind. Just because it’s online doesn’t make it different. Thank: Viral success. Thank – opportunity for you to talk to them and them to respond. Their networks see it.
  • Fundraise: Donors appreciate specificity and clarity on what they’re giving and how it will be used. Don’t raise money, support specific projects. Short: “Get ‘em before they’re gone.” Time sensitivity creates urgency Identify: Using your most socially connected donors to spread the word serves as the quality 3 rd party recco. Prioritize: Planning imperative for you and your staff to know next steps. Use: Dozens of online payment options, widgets, etc. Built in share and promotin functionality. Chip-In. Define: Plan and execute with timelines, deadlines and measures in mind. Just because it’s online doesn’t make it different. Thank: Viral success. Thank – opportunity for you to talk to them and them to respond. Their networks see it.
  • Let’s connect!
  • Social Media and University Advancement

    1. 1. Successful Support Through Social How social media changes advancement … and how it doesn’t. CASE Kentucky Louisville December 9, 2010
    2. 2. Image: Lisa F. Young on Shutterstock.com
    3. 3. Image: Lenkadan on Shutterstock.com Socialmedia
    4. 9. History & Philosophy
    5. 10. The Cluetrain Tenets <ul><li>1. Markets are Conversations </li></ul><ul><li>2. Markets consist of human beings, not demographic sectors. </li></ul><ul><li>Conversations among human beings sound human. They are conducted in a human voice. </li></ul>
    6. 11. The Cluetrain Tenets 25. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationship 39. The community of discourse is the market. 40. Companies that do not belong to a community of discourse will die.
    7. 12. People Are Running From This Image: Miguel Angel Aparicio on Shutterstock.com
    8. 13. They Want This Image: Dr. Starbuck on Flickr
    9. 14. <ul><li>Relevance </li></ul><ul><li>Links to related material </li></ul><ul><li>Easy to share content </li></ul><ul><li>Ability to comment </li></ul><ul><li>Follow on Social Media channels </li></ul>Pew Internet & American Life Project
    10. 15. <ul><li>Conversational Marketing success occurs when our genuine participation (that not motivated by marketing goals) </li></ul><ul><li>earns our audience’s permission to share information that is. </li></ul>Image: Igumnova Irina on Shutterstock.com
    11. 16. Image: Jozef Sedmak on Shutterstock.com We Must Build Trust
    12. 17. Image: Synthmaniac on Shutterstock.com
    13. 19. <ul><li>Free Tools </li></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Twitter Search </li></ul></ul><ul><ul><li>Social Mention </li></ul></ul><ul><ul><li>Icerocket </li></ul></ul><ul><ul><li>Technorati </li></ul></ul><ul><li>Paid Tools </li></ul><ul><ul><li>Lithium </li></ul></ul><ul><ul><li>Radian6 </li></ul></ul><ul><ul><li>Sysomos </li></ul></ul><ul><ul><li>Alterian SM2 </li></ul></ul><ul><ul><li>uberVu </li></ul></ul>
    14. 21. 85% of all Internet transactions begin with search
    15. 23. Image: Shutterstock.com
    16. 24. <ul><li>Professional Oriented Social Networks </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Blogging/Providing Content </li></ul>
    17. 25. <ul><li>Help Alums Find Jobs </li></ul><ul><li>Connect Alums With Each Other </li></ul><ul><li>Connect Seniors With Mentors </li></ul><ul><li>Provide News & Updates In Their Relevant Channels </li></ul><ul><li>Cultivate Relationships With The Vocals </li></ul><ul><li>Collecting Content </li></ul>
    18. 26. Image: Louis Francisco Cordero - Shutterstock.com
    19. 27. Image: Louis Francisco Cordero - Shutterstock.com
    20. 28. Images: Marekuliasz on Shutterstock.com
    21. 29. <ul><li>Fundraise With A Specific Project In Mind </li></ul><ul><li>Short Time Frames Are Better </li></ul><ul><li>Identify And Incorporate Influencers </li></ul><ul><li>Prioritize Activities Along A Timeline </li></ul><ul><li>Use Viral Potential Of Fundraising Tools </li></ul><ul><li>Define Strategies, Deadlines, Measures </li></ul><ul><li>Thank People (Publicly If Appropriate) </li></ul>
    22. 30. <ul><li>Building Relationships </li></ul><ul><li>Nurture Them To Fruition </li></ul><ul><li>Prepare Relevant Asks At Relevant Times To The Relevant Audience </li></ul><ul><li>And remember … </li></ul>Social Media Doesn’t Raise Money People Raise Money
    23. 31. Thank You! Jason Falls Principal Social Media Explorer Email: [email_address] Twitter: @JasonFalls Phone: 502.509.4763 Web: socialmediaexplorer.com Newsletter: socialmediaexplorer.com/newsletter Now In Beta! ExploringSocialMedia.com

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