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What	
  is	
  social	
  media?	
  
Michelle	
  Goodall	
  
Social	
  media	
  consultant	
  and	
  trainer	
  
goodallster...
Me	
  




©	
  Michelle	
  Goodall,	
  Oct	
  2010	
  
Internet	
  evoluLon	
  




                                                                    Source:	
  Alistair	
  Br...
So	
  what	
  is	
  social	
  media?	
  
                            “Any	
  tool	
  or	
  service	
  that	
  uses	
  the	...
Another	
  perspecLve…	
  




©	
  Michelle	
  Goodall,	
  Oct	
  2010	
                           Source:	
  What	
  the...
In	
  reality	
  it’s	
  stuff	
  we	
  use	
  every	
  day..	
  




©	
  Michelle	
  Goodall,	
  Oct	
  2010	
  
And	
  interesLng	
  new	
  technologies	
  




©	
  Michelle	
  Goodall,	
  Oct	
  2010	
  
We	
  all	
  use	
  it	
  differently….	
  

        Emma:	
  
        Age	
  33:	
  
        North	
  West	
  London	
  

...
But	
  we’re	
  definitely	
  using	
  it….	
  




                                               1	
  in	
  every	
  6	
 ...
What	
  social	
  media	
  isn’t…	
  




©	
  Michelle	
  Goodall,	
  Oct	
  2010	
  
Benefits	
  of	
  using	
  social	
  media	
  
                                               Gen	
  Y	
  students	
  use	
...
AdopLon	
  in	
  UK	
  
          Social network profile creation and management                                          ...
83%
                           Main	
  social	
  channels	
  used	
  
                                                 80%...
Common	
  Barriers	
  




©	
  Michelle	
  Goodall,	
  Oct	
  2010	
  
It’s	
  not	
  just	
  Social	
  media	
  MARKETING	
  




         Source:	
  Econsultancy’s	
  3rd	
  annual	
  online	...
How	
  to	
  do	
  it	
  right…	
  




©	
  Michelle	
  Goodall,	
  Oct	
  2010	
  
Planning	
  
                                               InsLtuLon	
  -­‐	
  Strategic	
  Insight	
                    ...
It	
  took	
  this	
  long	
  to	
  get	
  to	
  the	
  tools…	
  




©	
  Michelle	
  Goodall,	
  Oct	
  2010	
  
      ...
Listen/Research	
  
    Step	
  1.	
  
    Define,	
  refine	
  
    monitoring	
                               Step	
  2.	
...
No	
  shortage	
  of	
  free	
  tools	
  




©	
  Michelle	
  Goodall,	
  Oct	
  2010	
  
Create	
  




©	
  Michelle	
  Goodall,	
  Oct	
  2010	
  
Create	
  




©	
  Michelle	
  Goodall,	
  Oct	
  2010	
  
Collaborate	
  




©	
  Michelle	
  Goodall,	
  Oct	
  2010	
  
Collaborate	
  




©	
  Michelle	
  Goodall,	
  Oct	
  2010	
  
Share	
  




©	
  Michelle	
  Goodall,	
  Oct	
  2010	
  
Set	
  strategy,	
  select	
  tools	
  and	
  channels	
  
                              appropriately….	
  




         ...
What	
  next?	
  
LocaLon,	
  locaLon,	
  locaLon….	
  




       Useful	
  arLcle	
  about	
  protecLng	
  your/	
  
       student	
  pri...
Thanks….	
  
                                               What	
  is	
  social	
  media?	
  
    Michelle	
  Goodall	
  ...
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UCAS - what is social media? Plenary session Michelle Goodall

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My plenary session delivered at the UCAS Social media marketing conference October 2010. "What is Social Media?"

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UCAS - what is social media? Plenary session Michelle Goodall

  1. 1. What  is  social  media?   Michelle  Goodall   Social  media  consultant  and  trainer   goodallster@gmail.com   07977  418  630   Linkedin.com/in/michellegoodall   @greenwellys   Delicious.com/greenwellys  
  2. 2. Me   ©  Michelle  Goodall,  Oct  2010  
  3. 3. Internet  evoluLon   Source:  Alistair  Bruce,  Google     ©  Michelle  Goodall,  Oct  2010  
  4. 4. So  what  is  social  media?   “Any  tool  or  service  that  uses  the  internet  to  facilitate  conversa3ons”   Brian  Solis   A  Radical  Shi>  in  Communica)on:  The   Network:  Social  media  is  a   radical  shiU  from  one-­‐way  broadcast  type   phenomenon  which  creates  a   communicaLons  to  dialog  and   personalised  network  for  sharing   conversaLon  using  web  based  tools   digital  content   Empowering:  Social   media  is  an  online   Real-­‐)me:  Social  Media  is  on-­‐demand,  real   renaissance   Community:  Set  of  updated   Lme  interacLon,  that  uses  technology  to   empowering   communicaLon  tools  that  allow  us  to   enable  genuine  engagement  with  others   people  to  facilitate   build  new  communiLes  at  a  Lme  when   around  media  vs.  simply  sharing  data  with   conversaLons   our  local  community  has  almost  been   them   around  shared   lost   ideas   Content  Distribu)on:  Social  media   consists  of  online  technologies  that   Conversa)on:  Tools  or  plaRorms  that  allow   facilitate  the  creaLon  and  distribuLon   anyone/everyone  to  share  informaLon  or   of  content     engage  in  conversaLon   ©  Michelle  Goodall,  Oct  2010   Source:  Mashable,  July  2010,  Reader  Responses  to  “What  is  Social  Media?”  
  5. 5. Another  perspecLve…   ©  Michelle  Goodall,  Oct  2010   Source:  What  the  F**K  is  social  media?  
  6. 6. In  reality  it’s  stuff  we  use  every  day..   ©  Michelle  Goodall,  Oct  2010  
  7. 7. And  interesLng  new  technologies   ©  Michelle  Goodall,  Oct  2010  
  8. 8. We  all  use  it  differently….   Emma:   Age  33:   North  West  London   Faheem:   Age  18:   St  Albans   ©  Michelle  Goodall,  Oct  2010   Forrester  Social  Technographics  ladder  
  9. 9. But  we’re  definitely  using  it….   1  in  every  6  mins  spent  on  web  in  UK  on  social  networks/blogs   Source:  Nielsen  Online,  Mar  2010   ©  Michelle  Goodall,  Oct  2010  
  10. 10. What  social  media  isn’t…   ©  Michelle  Goodall,  Oct  2010  
  11. 11. Benefits  of  using  social  media   Gen  Y  students  use  it  insLncLvely  –  and  don’t  call  it  social  media    –  You’re  using  the  channels  they  expect  you  to  use   Enables  insLtuLons  to  have  a  more  conversaLonal  tone     and  engage  with  mulLple  stakeholders  in  relevant  channels   Enables  students  to  idenLfy  with  the  insLtuLon  and     other  students  from  the  very  first  touch  point….   “people  like  me…”   Enables  insLtuLons  to  co-­‐opt  staff,  exisLng  and  former  students  to  provide      realisLc  image  of  the  insLtuLon,  its  people  and  environment   ©  Michelle  Goodall,  Oct  2010   what  prospecLve  students  want  from  a  University  website  
  12. 12. AdopLon  in  UK   Social network profile creation and management 56% Creation of video / use of video-sharing sites 55% Corporate or brand blog 48% Ratings and reviews 28% Creation of mobile applications 24% Use of social bookmarking sites 22% Creation of podcasts 21% Use of social news sites 20% Creation of widgets 18% Use of location-based platforms 7% Social gaming 6% Virtual world activity 3% None 11% Other 1% 0% 10% 20% 30% 40% 50% 60% Source:  Econsultancy’s  3rd  annual  online  pr  and  social  media  report   ©  Michelle  Goodall,  Oct  2010  
  13. 13. 83% Main  social  channels  used   80% 58% 51% 23% Twitter Facebook YouTube LinkedIn Wikipedia Source:  Econsultancy’s  3  annual  online  pr  and  social  media  report   rd ©  Michelle  Goodall,  Oct  2010  
  14. 14. Common  Barriers   ©  Michelle  Goodall,  Oct  2010  
  15. 15. It’s  not  just  Social  media  MARKETING   Source:  Econsultancy’s  3rd  annual  online  pr  and  social  media  report   ©  Michelle  Goodall,  Oct  2010  
  16. 16. How  to  do  it  right…   ©  Michelle  Goodall,  Oct  2010  
  17. 17. Planning   InsLtuLon  -­‐  Strategic  Insight   Leadership   Vision  and  Values   Resource   Skills   Culture   ObjecLves   Audience  and   Online  research   Channels,  content,  themes   stakeholder  analysis   Social  Media  Strategy   ObjecLves   DisseminaLng   Monitoring   InformaLon   Gathering  Insight   Audiences   Responding   Channels,  Tools  and   Share   CollaboraLng   TacLcs   Monitoring   Delivery   Policies/guidelines   Content   KPIs/metrics   Evaluate/Measure   Timing   ©  Michelle  Goodall,  Oct  2010  
  18. 18. It  took  this  long  to  get  to  the  tools…   ©  Michelle  Goodall,  Oct  2010   Source:  The  ConversaLon  Prism  
  19. 19. Listen/Research   Step  1.   Define,  refine   monitoring   Step  2.   keywords/   Snapshot     Step  3.   phrases   Tools   Set  up  alerts   and  feeds   Step  4.   Set  up  and    manage  in   RSS  reader   Step  5.   Tweak   keyphrases   ©  Michelle  Goodall,  Oct  2010  
  20. 20. No  shortage  of  free  tools   ©  Michelle  Goodall,  Oct  2010  
  21. 21. Create   ©  Michelle  Goodall,  Oct  2010  
  22. 22. Create   ©  Michelle  Goodall,  Oct  2010  
  23. 23. Collaborate   ©  Michelle  Goodall,  Oct  2010  
  24. 24. Collaborate   ©  Michelle  Goodall,  Oct  2010  
  25. 25. Share   ©  Michelle  Goodall,  Oct  2010  
  26. 26. Set  strategy,  select  tools  and  channels   appropriately….   Avoid the tumbleweed of empty and under-resourced channels… ©  Michelle  Goodall,  Oct  2010  
  27. 27. What  next?  
  28. 28. LocaLon,  locaLon,  locaLon….   Useful  arLcle  about  protecLng  your/   student  privacy   ©  Michelle  Goodall,  Oct  2010  
  29. 29. Thanks….   What  is  social  media?   Michelle  Goodall   Social  media  consultant  and  trainer   goodallster@gmail.com   07977  418  630   Linkedin.com/in/michellegoodall   @greenwellys   Delicious.com/greenwellys   ©  Michelle  Goodall,  Oct  2010  

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