Social media: the road ahead (Leadership Phelps County)


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Presentation on social media delivered to Leadership Phelps County on June 12, 2014.

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  • Justin – I like to give a quiz I call “What’s your digital IQ?” and give away a prize to the highest and lowest scores. I can bring S&T ball caps to give away.

    How digitally connected are you?
    Give yourself 1 point for each answer:
    You own an iPod or other mp3 player.
    You own an iPhone or other type of smart phone.
    You have watched a video online at least once in the last 7 days.
    You have a personal Facebook account.
    You have a personal Twitter account.
    You have used Foursquare, Gowalla, Yelp or a similar location-based platform to “check in” somewhere in the past 7 days.
    You have a personal Instagram account.
    You have ever uploaded a video to an online site.
    You have ever uploaded a presentation on Slideshare.
    You have a GPS navigation system in your vehicle. (Garmin, TomTom, etc.).
    You own an iPad or other tablet device.
    You own a Kindle, Nook or other e-reader.
    You have a Google Plus account.
    You have a Spotify account.
    You have a Vine account.
    You know your Klout score
    You have a MySpace account
    You used to have a MySpace account but deleted it
  • Social media: the road ahead (Leadership Phelps County)

    1. 1. Social media: the road ahead Leadership Phelps County Andrew Careaga – Missouri S&T Communications June 12, 2014 Image by Jason Howie (
    2. 2. The only note you’ll need to take today: Image by Jason Howie (
    3. 3. Digital selfie  Director of Communications at Missouri S&T since 2004 (on S&T staff since 1991)  Journalism background  Co-manage university’s social media presence  Twitter & Facebook <- mainly  YouTube, Instagram, Flickr, LinkedIn  Blogger (Higher Ed Marketing –  Twitter fanatic (@andrewcareaga)  Tweeting about: #highered #music #stlcards
    4. 4. Image by Chris Lott ( photos/fncll)
    5. 5. Thanks to Justin Roberts, UM System, for the graphic!
    6. 6. Social media is…  ‘a shift in how people discover, read and share news, information and content’ – Wikipedia  user-generated content  ‘architecture of participation’
    7. 7. Social media is not…  just another marketing/communication channel  a substitute for other marketing/ communication  merely an option  a complete waste of time
    8. 8. Most importantly, social media is… …. social!
    9. 9. A few seconds on the Internet Source: Caroline Moss, “Here’s What Happens on the Internet in Just 5 Seconds,” Business Insider, June 2, 2014 (
    10. 10. meme (meem) 1. ‘An idea, behavior, or style that spreads from person to person within a culture.’ 2. A unit for carrying cultural ideas, symbols or practices. Source: Wikipedia (naturally)
    11. 11. Some popular Internet memes
    12. 12. Doge (pronounced dohj)
    13. 13. ‘The Missouri University of Science and Technology just won April Fool’s Day.’ Wired Tumblr ( April 1, 2014 (27,006 “likes”)
    14. 14. Results: Web traffic spiked April 1, 2014  413,556 pageviews  371,538 (@90%) from off-campus
    15. 15. How they found us 0 5,000 10,000 15,000 20,000 25,000 30,000 Facebook Reddit Google Twitter Tumblr Gawker Facebook mobile UK Telegraph UK Guardian All visits Off-campus
    16. 16. Social media reach: Facebook
    17. 17. Social media reach: Twitter • 168 mentions of @MissouriSandT • 120 retweets • Total reach: 393,321 • Retweet reach: 33,764
    18. 18. SO WHAT?
    19. 19. Source: HubSpot, 101 Awesome Marketing Quotes (
    20. 20. Missouri S&T’s social media strategy Objectives Measures Extend university reach and influence online by connecting and building relationships with key audiences (prospective students, current students, alumni, influentials) •number and types of followers •social media referrals to web content (campaign-based and not) •feedback from friends, followers, etc. Provide additional channels for audiences to communicate and interact with the university •volume and quality of feedback •Comments •“likes” •RTs, @s
    21. 21. Missouri S&T’s social media strategy (continued) Objectives Measures Provide additional channels for audiences to receive official university information •number and types of followers Monitor online reputation of the university in the social media sphere •number of interactions •qualitative analysis of comments
    22. 22. Creating a social media strategy GOALS/AUDIENCE MEASUREMENT (KPIs) BEST PRACTICES GOAL 1 Post what your audience wants to hear GOAL 2 Maintain a (conservative) schedule GOAL 3 Vary your content GOAL 4 Use calls-to-action Keep it casual Monitor and respond Stay positive Integrate with other marketing
    23. 23. There is no viral button
    24. 24. Organic beats programmed every time
    25. 25. The social media audience…  Wants snackable content  Expects personalized channels  Multi-tasks. Constantly.  Wants what’s near, new and now  Has an audience  Uses social media for self-actualization Source: Kristina Jonathan, “The Evolving Social Media Landscape,” in 2013: Ten Digital Trends (
    26. 26. Five rules for social media success 1. Listen 2. Add value 3. Respond (when appropriate) 4. Do good things 5. Be real
    27. 27. Helpful hints • Most “liked” Facebook pages: movies, books, musicians/bands • Least “liked” pages: religious organizations, pets, bars, pharma • Sharing videos more effective on Facebook than Twitter • Click-through rates are higher on weekends Source: Dan Zarrella, “The Science of Social Media” (
    28. 28. More helpful hints • Numbers matter • Bigger and louder works – to a point • Avoid “link fatigue” • Stay positive • It isn’t all about us • Use combined relevance • Help your audience look cool Source: Dan Zarrella, “The Science of Social Media” (
    29. 29. I Identity M Mom Rule P Positivity A Add Value C Career T Think Adapted from Fieldhouse Media Getting personal on social media: Rules to live by
    30. 30. House rule No. 1 Don’t be evil Photo: “Devil,” by elycefeliz on Flickr
    31. 31. House rule No. 2 Don’t be dumb Photo: “Jester,” by Susan Averello on Flickr
    32. 32. “What happens in Vegas stays in Vegas; what happens on Twitter stay on Google forever!” Jure Klepic Social media guy Image: “Google Logo,” by SEO on Flickr
    33. 33. Thanks! Twitter: @andrewcareaga Facebook: LinkedIn: Image by Jason Howie (