Andrew Huff CASESMC10 Keynote: Being Socially Responsible

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Andrew Huff's Keynote Presentation at CASESMC10

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Andrew Huff CASESMC10 Keynote: Being Socially Responsible

  1. 1. Being Socially Responsible Andrew Huff CASE Social Media & Community: Developing and Managing Strategies for Online Outreach April 15, 2010
  2. 2. About Andrew Huff <ul><li>Bachelors in journalism </li></ul><ul><li>10 years in Public Relations </li></ul><ul><li>Blogging since 2001 </li></ul><ul><li>Editor of Gapers Block </li></ul><ul><ul><li>http://gapersblock.com </li></ul></ul><ul><li>Professional Blogger since 2005 </li></ul><ul><li>Content & Editorial consultant </li></ul><ul><ul><li>http://weightshift.com </li></ul></ul>
  3. 3. What is Social Media?
  4. 4. Social Media is… <ul><li>...a form of online media that is modeled on two-way conversation, not the traditional one-way broadcast model. Social media encourages participation, sharing, networking and discussion. </li></ul><ul><li>Links & linkages are the currency of the social media realm. </li></ul>
  5. 5. Prominent Social Media <ul><li>Facebook </li></ul><ul><li>MySpace </li></ul><ul><li>LinkedIn </li></ul><ul><li>YouTube </li></ul><ul><li>Twitter </li></ul><ul><li>Flickr </li></ul><ul><li>Yelp </li></ul><ul><li>Digg </li></ul><ul><li>Oh, and Blogs! </li></ul>
  6. 6. Courtesy of Brian Solis & JESS3 The Conversation Prism Circa 2008
  7. 7. Courtesy of Brian Solis & JESS3 The Conversation Prism Circa 2009
  8. 8. So, what’s Social Networking? <ul><li>An activity performed on a subset of social media sites. </li></ul><ul><ul><li>Facebook, LinkedIn, Ning </li></ul></ul><ul><ul><li>Not YouTube, Blogs, Twitter* </li></ul></ul>
  9. 9. So, what’s Social Networking? <ul><li>An activity performed on a subset of social media sites. </li></ul><ul><ul><li>Facebook, LinkedIn, Ning </li></ul></ul><ul><ul><li>Not YouTube, Blogs, Twitter* </li></ul></ul><ul><li>Social networking has an important place in higher ed’s social media portfolio, but it must be an appropriate place. </li></ul>
  10. 10. So, what’s Social Networking? * Don’t be this guy. “Network” naturally.
  11. 11. Key things to remember about Social Media
  12. 12. Key things to remember <ul><li>They’re immediate. </li></ul>
  13. 13. Key things to remember <ul><li>They’re immediate. </li></ul><ul><li>They’re casual and authentic. </li></ul>
  14. 14. Key things to remember <ul><li>They’re immediate. </li></ul><ul><li>They’re casual and authentic. </li></ul><ul><li>They’re out of your control. (Mostly.) </li></ul>
  15. 15. Key things to remember <ul><li>They’re immediate. </li></ul><ul><li>They’re casual and authentic. </li></ul><ul><li>They’re out of your control. (Mostly.) </li></ul><ul><li>They require a strategy. </li></ul>
  16. 16. Developing a strategy
  17. 17. Choose social media options that… <ul><li>Make sense for your intended audience </li></ul><ul><li>Are sustainable for you in the short and long term </li></ul>
  18. 18. Pick and Choose <ul><li>Social media is à la carte — you don’t have to join them all. </li></ul><ul><li>Research which options or platforms reach the audience you’re after and concentrate on those. </li></ul>
  19. 19. This is a commitment <ul><li>You can’t join social media half-way. </li></ul><ul><ul><li>Commit to participating fully </li></ul></ul><ul><ul><li>Devote the necessary resources </li></ul></ul>
  20. 20. This is a commitment <ul><li>You can’t join social media half-way. </li></ul><ul><ul><li>Commit to participating fully </li></ul></ul><ul><ul><li>Devote the necessary resources </li></ul></ul><ul><li>You are joining a community, and to be taken seriously you have to participate on a consistent, ongoing basis. </li></ul>
  21. 21. Who is your intended audience? <ul><li>Prospective students? Alumni? </li></ul><ul><li>Current students? General public? </li></ul>
  22. 22. Where is your audience? Depends on how old they are. http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
  23. 23. Where is your audience? Prospective Students http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
  24. 24. Where is your audience? Current Students http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
  25. 25. Where is your audience? Alumni http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
  26. 26. Where is your audience? Minorities Source: HispanicOnlineMarketing.com - http://icanhaz.com/socialmediarace
  27. 27. Where is your audience? Globally Source: http://www.vincos.it/world-map-of-social-networks/
  28. 28. What messages do you want to share — and how? <ul><li>News & Updates? </li></ul><ul><ul><li>Institutional Voice </li></ul></ul><ul><ul><li>Facebook, Twitter </li></ul></ul>
  29. 29. What messages do you want to share — and how? <ul><li>News & Updates? </li></ul><ul><ul><li>Institutional Voice </li></ul></ul><ul><ul><li>Facebook, Twitter, LinkedIn… </li></ul></ul><ul><li>Personal engagement? </li></ul><ul><ul><li>Personal Voice </li></ul></ul><ul><ul><li>Blogs, Twitter, YouTube… </li></ul></ul>
  30. 30. What messages do you want to share — and how? <ul><li>News & Updates? </li></ul><ul><ul><li>Institutional Voice </li></ul></ul><ul><ul><li>Facebook, Twitter, LinkedIn… </li></ul></ul><ul><li>Personal engagement? </li></ul><ul><ul><li>Personal Voice </li></ul></ul><ul><ul><li>Blogs, Twitter, YouTube… </li></ul></ul>Personality-driven Broadcast tool
  31. 31. Develop Policies <ul><li>What the mission is for each media platform </li></ul><ul><li>What is acceptable to post </li></ul><ul><li>Who has access </li></ul><ul><li>Who responds </li></ul>
  32. 32. Know what to say …and what not to. <ul><li>Treat institutional social media efforts like you would a news release. </li></ul><ul><li>If you wouldn’t want it in the newspaper, don’t say it on Facebook. </li></ul>
  33. 33. Institutional vs. Individual <ul><li>Institutional </li></ul><ul><li>Goal: Mass communication </li></ul><ul><li>Goal: Customer service </li></ul><ul><li>Review process for posts </li></ul><ul><li>Readership is mission-driven </li></ul><ul><li>Individual </li></ul><ul><li>Goal: One on one communication </li></ul><ul><li>Goal: Relationships/reputation </li></ul><ul><li>No review process — but keep an eye on it and address problems if they arise. </li></ul>
  34. 34. <ul><li>Nobody wants to be “friends” with an institution — but they do want to be “fans.” </li></ul>
  35. 35. Move fast <ul><li>Be hierarchically flat </li></ul><ul><ul><li>Minimal approval levels </li></ul></ul><ul><ul><li>Don’t peek over shoulders </li></ul></ul><ul><li>Be ready to respond quickly (within reason) </li></ul><ul><li>Be platform independent </li></ul><ul><ul><li>Communicate by email, IM, phone, etc. as conversation dictates </li></ul></ul>
  36. 36. Be nimble <ul><li>If a plan isn’t working or turns out to be a poor fit — or if priorities shift… </li></ul><ul><li>KILL IT </li></ul><ul><li>… but don’t forget to direct your audience to another venue where the conversation can continue. </li></ul>
  37. 37. A few tools…
  38. 38. Some tactics… <ul><li>Social media-only content </li></ul><ul><ul><li>Insider tips </li></ul></ul><ul><ul><li>Live interviews or Q&As with celebs, sports stars, etc. </li></ul></ul><ul><ul><li>Previews of upcoming events </li></ul></ul>
  39. 39. Some tactics… <ul><li>Contests! OK, but make it count. </li></ul><ul><ul><li>Make it more than a flat giveaway </li></ul></ul><ul><ul><li>Create a call to action </li></ul></ul>
  40. 40. Some tactics… <ul><li>Contests! OK, but make it count. </li></ul><ul><ul><li>Make it more than a flat giveaway </li></ul></ul><ul><ul><li>Create a call to action </li></ul></ul><ul><ul><li>Twitter: creative replies, challenges </li></ul></ul><ul><ul><li>YouTube: Response videos </li></ul></ul><ul><ul><li>Flickr: Photo projects </li></ul></ul>
  41. 41. Some tactics… <ul><li>Meet-ups & Tweet-ups </li></ul><ul><ul><li>Bring followers together as part of a community </li></ul></ul><ul><ul><li>Make it free, provide swag </li></ul></ul><ul><ul><li>Give it a goal </li></ul></ul><ul><ul><ul><li>charity fundraiser </li></ul></ul></ul><ul><ul><ul><li>campus cleanup </li></ul></ul></ul><ul><ul><li>Gather feedback </li></ul></ul>
  42. 42. Some tactics… Custom Foursquare/Gowalla badges
  43. 43. <ul><li>There is no </li></ul><ul><li>“ right way” </li></ul><ul><li>to do it. </li></ul>Do what works best for you.
  44. 44. Any questions? @me3dia [email_address] Facebook.com/me3dia Linkedin.com/me3dia

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