Social Media Preso Full


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Social Media Preso Full

  1. 1. Social Media Presentation Donnie Laur Friday, October 30, 2009 1
  2. 2. But, first... A few “social” questions. Do you find yourself comfortable with social media websites? How often do you regularly use them? Reasons that you do not use them that often? Any concerns about SNS (Social Networking Sites)? Do you feel that walk through hands-on training would help? What do you want out of social media for your School, Department, College? Friday, October 30, 2009 2
  3. 3. what is social media? • Definitions vary. But, they focus on user participation using user-generated content. Connecting, sharing, user interaction. • Social interaction that transform brodcast media (one to many) into social media dialogues (many to many). * Wikipedia. • Examples? facebook, Linked In,, Digg, Reddit, Wikipedia, blogs, myspace, blogs, Twitter (micro-blog), Flickr, youtube • Sharing and talking with each other. Friday, October 30, 2009 3
  4. 4. What Social Media is Best Used for? • Connecting and interacting with people that you would not normally reach. Build social relationships and allow people to decide how much they would like to connect or interact with you. Rather than driving people to a website, just show up where the people are. • Rather than building a new way to connect, use the technology and hot website of the time. Bind yourself to connecting and ideas and if the technology shifts, so will the people that you connected with. • Keeping people up to date. Get bytes of news a little bit at a time, rather than a newsletter or a large update. Newsletters and homecoming still has its place but those that only check in from time to time, social media a perfect resource. • Media Assets Toolbox. Your photos, videos, news, all in one place or every place. Rather than host off a server and struggle to get people to the page, just place it on social media websites, usually free, that forward or suggest people to you. These sites have great search features, very large search engine results and people are already there using it. Friday, October 30, 2009 4
  5. 5. Why Universities are quick to adopt social media. • Audience is already there. • Ease of Use. • Creativity. • Inevitability: We are already a part of it. Students and alumni are already a part of it as well. • However, it is often without a plan or policies. We have a social media site, now what? Friday, October 30, 2009 5
  6. 6. How universities are engaging alumni using social media • Helping alumni find jobs: LinkedIn and Twitter. • Collaboration and connecting with students using facebook and twitter. • Meeting alumni where they are at. • Alumni generated content. • Mini Mobile Reunions. Connecting your fans to each other. Friday, October 30, 2009 6
  7. 7. a few ways to use social media now  * Sharing University news  * Let others know about events  * Promoting student activities and achievements  * Recruiting students for photo shoots for  promotional material  * Notifying students and staff if ever there were an  emergency Friday, October 30, 2009 7
  8. 8. I don’t understand this social media stuff • It is similar to a cocktail party, but without constraints of time and space. • Meet people and start conversation • Listen and answer questions. • Ask questions, trust other’s advice. • Add value to the community. • It is about the conversation, not the technology. For more on that read Groundswell: Winning in a world transformed by social technologies by Forrester Research Group. Friday, October 30, 2009 8
  9. 9. Trendy, but here to stay Friday, October 30, 2009 9
  10. 10. facebook nation if facebook was a country? People’s Republic of China - 1.3B India - 1.17B United States - 307.8M Facebook Nation - 300M - Nov 09 Indonesia - 229M Countries by Population numbers based on July 1, 2009 estimate Via facebook numbers are estimated... but they are growing by 750K users a day. Friday, October 30, 2009 10
  11. 11. But, are people using it? More than 300 million active users 50% of active users log to facebook in any given day The fastest growing demographic is those 35 years old and older (alumni? parents of high school students?) More than 2 billion photos uploaded each month. More than 5 billion minutes are spent of facebook each day (worldwide) More than 2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week. More than 3 million events created each month. More than 65 million active users currently accessing facebook through their mobile devices. Those that use mobile devices on facebook are almost 50% more active on facebook than non-mobile users. Source: Friday, October 30, 2009 11
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  13. 13. Years to Reach 50 millions Users:   Radio (38 Years),  TV (13 Years),  Internet (4 Years),  iPod (3 Years) …Facebook added 100 million users in less than 9 months …iPhone applications hit 1 billion in 9 months. Friday, October 30, 2009 13
  14. 14. What about higher education? listed as number of fans subscribed to facebook “page” The Most Fans Texas A&M - 145, 601 LSU - 123,112 Illinois U of Oklahoma - 64,824 Univ of Illinois - 13,589 Kansas - 60,379 Northwestern - 7,964 Mizzou - 56,893 SIU Carbondale - 7,081 NIU - 5,934 Western - 5,511 ISU - 4,726 Eastern - 4,116 as of Oct Southern Edwardsville - 2009 3,719 Bradley - 2,322 Friday, October 30, 2009 14
  15. 15. Dept or College Pages @ SIUC SIUC MCMA - 1032 fans SIU Aviation - 352 fans WSIU Public Radio - 288 fans Saluki First Year - 276 fans WSIU Raising Readers - 181 fans SIUC Writing Center - 204 fans SIU School of Journalism - 124 fans SIU Alumni Assoc - 95 fans SIUC Housing - 95 fans Undergraduate Admissions - 92 fans WSIU Public Television - 90 fans SIUC Student Center - 72 fans Friday, October 30, 2009 15
  16. 16. SIUC MCMA facebook page Friday, October 30, 2009 16
  17. 17. What MCMA does I used a user account, mcma web, as the MCMA Webmaster, to find users. If people want to add mcma web as a friend, I suggest them to “fan” the SIUC MCMA Page. Page found at Why the siucmcma name? Branding, searching, visual display, quick to type Friday, October 30, 2009 17
  18. 18. SIUC MCMA No matter the Real Name, any admin who posts on a “Page”, the Page name gets credited. logged in as gets posted as Friday, October 30, 2009 18
  19. 19. Not bad Not bad for only web invites. As to date, other than a link on the MCMA website, to my knowledge we have not made any effort to use any other media to promote the Fan Page. No newspaper, direct mailing or direct emailing, no mention in brochures, alumni newsletters, just digital word of mouth. With a bit more effort, we can improve. What do we want to do moving forward? Friday, October 30, 2009 19
  20. 20. users account and facebook a pages Why a facebook page and a normal user account? Normal user accounts are for real people and facebook can and will remove users who are not real people. Reggie the Redbird - ISU Mascot Over 3,200 friends Pulled from facebook Nov 2008. Lost access to all friends, photos, and comments. Pulled profile resulted in people asking why Reggie just de-friended me. No way to contact people and let them know. Friday, October 30, 2009 20
  21. 21. SIUC Example anything stand out? any guesses why? homecoming? Friday, October 30, 2009 21
  22. 22. Long names are not nearly as readable, searchable, or usable. A short two word name, looks more like a person’s name. It allows you to brand it and use it elsewhere. facebook usernames can not be changed! Friday, October 30, 2009 22
  23. 23. OK, why Pages and not Groups? Insights! Favorite Pages and connect a community Shortened username Posts can come from any admin but look like it is coming from one person. Friday, October 30, 2009 23
  24. 24. facebook “Page” Insights Insights can show several interesting things including fan interaction over time, user demographics, breakdowns by age and/or sex, by country, media consumption (audio, photo, video plays), Friday, October 30, 2009 24
  25. 25. facebook user layout Friday, October 30, 2009 25
  26. 26. facebook Fan Page layout Friday, October 30, 2009 26
  27. 27. facebook page features • Wall. Turn off filter for more interaction. • Notes. Import via RSS. • Favorite Pages • Events • Links • Photos and Videos Friday, October 30, 2009 27
  28. 28. The Old ROI Measure Return on Investment OLD ROI = (Gain - Cost) / Cost of Investment Friday, October 30, 2009 28
  29. 29. The New ROI Return On Interaction Recurring Online Interaction Who interacts with your org and how often? What do they think of you? Are you connected to them? Are they talking about you to others? Friday, October 30, 2009 29
  30. 30. • It is no longer about sending a message out, it is about the conversation. • Good interaction leads to good feedback, good word of mouth. It isn’t about what you tells others, it is what they are saying about you. • You are putting a face to a ORG or name. People trust people. While using social media, when possible, add your name or personal comments. TGI used Woody and the promise of a free burger, to build fan base. The fact that it is a person, although, not real, makes it more personable. Think Gus Bode! • People prefer to know who they are communicating with, which is why social media is so heavily used, talking to someone without identification seems impersonal. Friday, October 30, 2009 30
  31. 31. Using Time Wisely • Setup automatic tasks. Automatically pull from other social media applications or RSS feeds. Facebook -> Twitter or Flickr - > Facebook. Pull newly uploaded youtube videos directly to facebook. • Automatic feeds allow for one entry to be posted everywhere. • WARNING - This has to be balanced. Too much PR (too frequently) or only news stories (ratio of automatic posts to personalized entries) can turn off people and even get you negative response. You are wanting to keep people up to date and engage them, not annoy them. Friday, October 30, 2009 31
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  33. 33. Encourage Interaction • Ask open questions that solicit a response. (These can usually be measured). Such as, what project are you working on? Open questions like this will usually get a positive response from alumni or students. • Highlight achievements or good news. This will usually result in a digital pat on the back or digital hi-five. “Way to Go”, “Congrats”. When people offer interaction, it posts on the Page and also on their home and others can see it. You might then be suggested as a friend or a page to them without any direction interaction with them. • Updates that receive a lot of interaction are often highlights (such as the facebook homepage sidebar). • Post media content such as photos, videos, links, and even events. These all encourage interaction and often someone else will share your link with others. People love to look at photos and video content and comment or “like” and item. • Even if it might not relate to the page or account, you can often get good feedback and interaction by talking about news or events. If you see something interesting and relevant, let others know. If you only talk about yourself, it isn’t very fun for someone to be your friend in a social network. Therefore, pass on other stories, links, or events from the community or field of study. • Be a good “friend”. Share and comment on updates that others have made. If using Twitter, Retweet others Tweets. Friday, October 30, 2009 33
  34. 34. Use Multimedia Share and tag videos, photos, notes, updates, etc. Multimedia often generates the most response from fans. If possible, try to post multimedia from events such as ceremonies, gatherings, and meetings. Put them in as many places as you can. facebook This is often appreciated by people who can not be at an event or those would just want to be kept in the loop as to what is goin’ on. flickr youtube EDU Friday, October 30, 2009 34
  35. 35. CrowdSource with a student contest Have a student contest. Provide guidelines and if possible provide stock photos or videos and the message that you want conveyed. Offer a prize reward. Have public judging that allows for feedback and comments. Something can be as simple as a video contest that people have to upload the video to Youtube and include “Why I like Southern IL University”. From there people will comment, view, and rate. The videos can be used as promotional materials and as a means to direct people to your social media websites. Friday, October 30, 2009 35
  36. 36. Pay for promotion facebook has social media ads that that target audiences and demographics, say students ages 14-17 in the Chicago area who are interested in Radio, Television, Journalism, or Photography. You can pay per click or per impression. SIUC MCMA used facebook advertising to target students in Chicago for our recent MCMA Chicago Expo. Google’s advertising system also works well. Compare that method to say billboards or newspaper ads in an area. Friday, October 30, 2009 36
  37. 37. Add facebook Events to Pages Each event can have its own wall, discussion board, photos/video, or conversation. Even if you are not able to add multimedia for an event, another user might. Ask others for content. Parents, friends, and other family take hundreds of photos and video of events like graduation. Ask on your social media networks for this media. Friday, October 30, 2009 37
  38. 38. TELL YOUR FRIENDS This seems common sense but many highered colleges or departments have areas on social media networks but do not have a link on the main .edu website. They don’t send emails letting people know about it. No flyers in the hallway. No mention in alumni newsletter, no talk about it on alumni visits. Usually the thinking here is that lets start a big user base then tell others about it. Let them know, build it, then go from there. Friday, October 30, 2009 38
  39. 39. Be Social Together Universities should have a Social Media Working Group that meets regularly. Best practices and how different social media websites work, change very often. This group can create social media best practices using templates from others. They can also create social media policies. Help out new departments or groups that know that they need to do this, but are not sure what to do, or how to do it. Working together helps to make sure that the voice and message is consistent. When changes and shifts in social media come, working together helps to let everyone know about new technologies and functionalities. Friday, October 30, 2009 39
  40. 40. * Example DePaul Social Media Guidelines 1.) Respect others. Sexist, racist and other discriminatory comments or images will be removed immediately. Users are free to discuss topics and disagree with another, but please be respectful of others' opinions. 2.) Keep it clean. Do not post offensive, obscene or sexually explicit language or photos -such posts will be removed immediately. 3.) Keep your contact information personal. For your own safety and security, please refrain from posting personal contact information (home phone numbers, mailing addresses, personal email addresses, etc.) on the LinkedIn community boards, on the Facebook wall and in blog comments. 4.) Don't spam. We encourage you to use the space as a platform to share information about your work and achievements. However, commercial advertisements, solicitations and promotions are not allowed. 5.) Stay on topic. We encourage open discussion among alumni; however, postings that are deemed irrelevant to the DePaul alumni community may be removed at our discretion. Friday, October 30, 2009 40
  41. 41. * Example Colorado State SM Policy * Use good judgment about content and respect privacy laws. Do not to include confidential information about the University, its staff, or its students. * You may post any content that is not threatening, obscene, a violation of intellectual property rights or privacy laws, or otherwise injurious or illegal. * Representation of your personal opinions as being endorsed by the University or any of its organizations is strictly prohibited. You may not use the CSU name to promote any opinion, product, cause, or political candidate. Be sure to include the statement: "this is my personal opinion and not necessarily that of the University" when necessary. * By posting content to any social media site, you agree that you own or otherwise control all of the rights to that content, that your use of the content is protected fair use, that you will not knowingly provide misleading or false information, and that you indemnify and hold the University harmless for any claims resulting from the content. * While CSU does not regularly review content posted to social media sites, it shall have the right to remove any content for any reason, including but not limited to, content that it deems threatening, obscene, a violation of intellectual property rights or privacy laws, or otherwise injurious or illegal. * When using or posting online material that includes direct or paraphrased quotes, thoughts, ideas, photos, or videos, always include citations. Provide a link to the original material if applicable. * Refrain from using information and conducting activities that may violate local, state, or federal laws, and regulations. Friday, October 30, 2009 41
  42. 42. SIUC MCMA SM Working Policy • Every connection and interaction is important. Speak with alumni, students (future and current) and interested community members as they connect with you and ask a question. • Try to speak as a person would, when possible. However, remember that you are speaking as an representative of the University and you are held to higher standards. • Use your common sense. While you want to speak like a person, you don’t want to be too personal. Don’t get private, no reason to. • Shy away from commenting those posts or comments that use bad language or judgement. Even if you agree. • If a student or alumni win an award or accomplishment and we run a story about it, post that story to their SM wall or account. • Be a good friend by posting others news and links to your wall and click the like or rate link if others have good news. • Don’t overdo it. Spread out posts and comments. If you are doing too much, take a break. However, don’t look overly inactive. • Don’t be an idiot or do anything stupid! Friday, October 30, 2009 42
  43. 43. Seven Mass Media • Print • Audio Recordings • Cinema • Radio • TV • Internet • Mobile Friday, October 30, 2009 43
  44. 44. The eight mass media? YOU. * Already won the person of the year. Friday, October 30, 2009 44
  45. 45. WE are the distribution, WE are the content, WE are the ‘user journey’, WE are how messages are transmitted. WE are the medium and the media carried by it We are the connections and how the connections are made. Marketing isn’t done to them, it is done by them. 8th media idea by Brando-Digital Friday, October 30, 2009 45
  46. 46. The Twitterverse Where can you “tweet” from? • of course, • via txt message. Simply txt to 40404. • Tweets can be sent automatically from a blog or RSS service using • Third-party software like tweetdeck. Friday, October 30, 2009 46
  47. 47. TweetDeck Software Friday, October 30, 2009 47
  48. 48. Twitter Basics • 140 character status updates, called Tweets. • Follow others and be followed. • Conversations via @siucmcma • Trends using #hashtag Friday, October 30, 2009 48
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  50. 50. Benefits of Twitter • Alert followers to events, news, deadlines, etc. • Establish relationships Friday, October 30, 2009 50
  51. 51. Twitter Potential Audiences • Current Students • Prospective Students • Alumni • Media • General Public Friday, October 30, 2009 51
  52. 52. What to Tweet About • An observation - Tweet about what you are doing. • What you’re reading or watching • Events. If at a popular event, you might post a #hashtag • Promote your content. • Promote someone else’s content • Chat with someone by sending a message with the @ sign before the username. • Retweet what others have said. RT @siuc Retweeted Message. Friday, October 30, 2009 52
  53. 53. Best use of Twitter at SIUC Friday, October 30, 2009 53
  54. 54. What else are we doing? • Youtube - MCMA has both an SIUC MCMA youtube College channel and Don Laur manages the SIU Youtube Edu channel. • Youtube EDU allows 1 hour videos, much better than the standard 10 minutes on normal accounts. In terms of social media, users can follow and subscribe to others, comment on videos, rate, etc. Friday, October 30, 2009 54
  55. 55. Flickr • We have a basic account. For a small fee we can upgrade to a full flickr account and start a photo group for photography. In this group we can target students, alumni, and faculty to display work. Friday, October 30, 2009 55
  56. 56. LinkedIn • Professional network. We have an MCMA group. Now LinkedIn has subgroups so we can add subgroups under the College group. • Useful for professional connections, job searches, alumni interaction. Friday, October 30, 2009 56
  57. 57. Moving Forward What can be improve on? Friday, October 30, 2009 57
  58. 58. University Blogging Use students to build brand impression. Some University pay students for monthly blog entries. Usually journalism or creative writing students but they could be of any major. Friday, October 30, 2009 58
  59. 59. Student Bloggers • University student blogs show an insight into student life. • Blogs use students to create brand impressions. • Word of mouth has become Word of Mouse. • Student stories are a key marketing and recruitment element, blogs, videos, social networks. • American colleges have been out-blogging the business world. In 2008 Colleges and Universities were blogging 41% while Fortune 500 Companies were only blogging at a rate of 13%. Friday, October 30, 2009 59
  60. 60. Student bloggers tell stories of student life not given by official university websites. Expand your reach with international blogging and student blogging in different languages. Friday, October 30, 2009 60
  61. 61. Build a campus social media working group • One way we can improve is by building a campus social media working group. • Things change so fast, it helps to talk to others about changes and keep all up to speed. • Only strong as the weakest link. social media done wrong by others at SIUC could affect our efforts. • Set in place Best Practices and guidelines for existing and social media efforts. • Sharing. Connecting a local network of a campus community. Friday, October 30, 2009 61
  62. 62. Upgrade accounts • Advanced paid LinkedIn accounts and Flickr groups will allow more flexibility and in the case of Flickr, more storage. Friday, October 30, 2009 62
  63. 63. What else? • Include links and announcement in flyers, posters, take home materials. • Direct mailing materials. • Create new faculty, alumni, and student testimonials and profiles and highlight them on social media networks. • Get good news faster. • Student video, idea, or writing contests. We have students already winning contests for other companies. • Use student groups and student ambassadors as bloggers. • Podcast or video tape things such as tours, commencement, expos, and everyday life. • Use materials or resources we might already have. Friday, October 30, 2009 63
  64. 64. Have a Plan! Create a college, department and school social media policy. Friday, October 30, 2009 64
  65. 65. Thank You! Donnie Laur Digital Media Systems Specialist College of Mass Communication and Media Arts Southern Illinois University Carbondale Friday, October 30, 2009 65