Understanding the Social Shift                                                             Robert Starks Jr.              ...
Web-basedtools thatfacilitateHumanInteraction
TRADITIONAL                     SOCIAL   Monologue                   Dialogue   Interruption                Invitation...
   Brand = What customers say about you   Social Capital = Trust and reputation built by    contribution of value to the...
“Quit counting fans, followers and blog subscriberslike bottle caps. Think, instead, about what you’rehoping to achieve wi...
What Are Your Business Objectives? Increase membership Enhance brand awareness/value Provide professional development ...
We are awesome! We offer        I know. That’s why I am    the best professional       here. I found you online,developmen...
But I still don’t get it.How does social MediaMarketing work exactly?
Word-of-Mouth before Social Media...
Word-of-Mouth after Social Media...
Messages are  distributed        across social media  channels...
“’Build it, and they will come’ only works in themovies. Social Media is a ‘build it, nurture it,engage them, and they may...
Real World Examples?
   What business objective do I want to    accomplish?   Do I have the necessary time/resources to    build, manage & su...
   Pick one, manageable objective   Develop a content strategy to follow   Maximize existing content by remixing it    ...
This Presentation...   SlideShare Upload   State Association Group in CareerCollegeLounge   Blog Entry on www.careercol...
Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media
Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media
Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media
Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media
Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media
Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media
Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media
Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media
Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media
Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media
Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media
Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media
Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media
Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media
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Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media

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This presentation was delivered to leaders of private postsecondary state associations to provide an understanding of social media, how it is different than any other media and how it requires a completely different approach to business if it is to be used effectively for accomplishing business objectives.

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Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media

  1. 1. Understanding the Social Shift Robert Starks Jr. Vice President of Learning Initiatives#APSCU2012State Association Meeting
  2. 2. Web-basedtools thatfacilitateHumanInteraction
  3. 3. TRADITIONAL SOCIAL Monologue  Dialogue Interruption  Invitation Push  Pull One to Many  Audiences of Audiences Limited Reach  Viral Reach (Scalable) Control and Convince  Share and Influence Customers  Brand Advocates Focused on Transaction  Focused on Relationship
  4. 4.  Brand = What customers say about you Social Capital = Trust and reputation built by contribution of value to the community Sharing = New marketing investment ROI = Realization Of Influence
  5. 5. “Quit counting fans, followers and blog subscriberslike bottle caps. Think, instead, about what you’rehoping to achieve with and through the communitythat actually cares about what you’re doing.” - Amber Naslund
  6. 6. What Are Your Business Objectives? Increase membership Enhance brand awareness/value Provide professional development Increase revenues Educate constituents Improve government relations
  7. 7. We are awesome! We offer I know. That’s why I am the best professional here. I found you online,development opportunities, saw pictures of past events, we advocate for your viewed past presentations,interests, and we hold great and read what colleagues conferences! said about you.
  8. 8. But I still don’t get it.How does social MediaMarketing work exactly?
  9. 9. Word-of-Mouth before Social Media...
  10. 10. Word-of-Mouth after Social Media...
  11. 11. Messages are distributed across social media channels...
  12. 12. “’Build it, and they will come’ only works in themovies. Social Media is a ‘build it, nurture it,engage them, and they may come and stay.” -Seth Godin
  13. 13. Real World Examples?
  14. 14.  What business objective do I want to accomplish? Do I have the necessary time/resources to build, manage & sustain an engaged community? Do my platforms align with my goals and my target audience? Will I need support? Who can help?
  15. 15.  Pick one, manageable objective Develop a content strategy to follow Maximize existing content by remixing it  Workshop = blog = discussion = email to members/non-members with social share options Limit your platforms Choose platforms that align with objectives
  16. 16. This Presentation... SlideShare Upload State Association Group in CareerCollegeLounge Blog Entry on www.careercollegelounge.com Distribution via Wire/Twitter Integrate into LinkedIn profile with SlideShare App Email blog post to State Associations Invitation to continued social learning if you decide How can you contribute value to your colleagues?

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