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Social Media: Strategy First, Tools Second


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Overview of social media fundamentals, networks, and integration of story in communications messaging and college recruitment.

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Social Media: Strategy First, Tools Second

  1. 1. Social Media:Strategy First, Tools Second Dr. Pamela Rutledge Director, Media Psychology Research Center College Board November 15, 2012
  2. 2. Technology Has Rewired the World
  3. 3. The Lecture vs. The Cocktail Party
  4. 4. Characteristics of a Lecture:q  One to Manyq  Unidirectional and linear.q  Only one person gets to talk at a timeq  You are supposed to stay in your chair and be quietq  The lights are on the stageq  There is the same message for everyoneq  Not social unless you meet the guy in the chair next to youq  Someone besides you decides when it’s overq  At the end, you’re supposed to feel grateful and applaud.
  5. 5. Characteristics of a Cocktail Party q  Full of conversations q  Noisy and energetic q  Everyone talks at once q  Dynamic and social — You can connect with many q  The lights shine on everyone equally q  You get to choose when and what to eat or drink and who to talk with q  You can decide when it’s over for you q  When you leave, the host thanks you for coming.
  6. 6. Most prospective students havegrown up in a cocktail party world
  7. 7. There Are Many Kinds of Social TechnologiesMany typesq  Information searchesq  Folksonomy/Taggingq  Blogsq  Wikisq  Social NetworkingSimilar propertiesq  Participatoryq  Interactiveq  Constantly changingq  Create social connectionsq  Respond dynamically to user
  8. 8. Interactive ⌘ On-Demand ⌫ Asynchronous ⌥ Broad AccessNew Expectations: Structural & Experiential
  9. 9. Smart phones create Mobile Results-Only Living EnvironmentsToday’s Prospective Student
  10. 10. Everyone Has A Voice The new normal: expect to participate, be heard, collaborate, and connect.Benefits: Increased empathy, social capital, and efficacy beliefs.
  11. 11. Rules for Communicators q  Relationships = authenticity q  78% trust peers; 14% trust organizations q  You don’t control your message q  Less tolerance for hierarchies q  Participation and exchange — not selling q  New understanding of time and space = fast q  New expectations of access = mobile + multichannel
  12. 12. •  Media choice is the best tool for the job •  Keep your eye on the goalsIt’s Not About the Tools
  13. 13. purpose resilience optimism competence agency self-efficacy engagement autonomy mastery relatednessTechnology Enables Individual Action
  14. 14. The Impact for Colleges and Universitiesq  Good News q  Social media environment means more bang for your buckq  Bad News q  Strategy, goals and planning are more important than ever q  Social media isn’t one-size fits all
  15. 15. How Do You Compete?
  16. 16. q  Draw on ancient traditions, legends and myths q  Create an authentic connection q  It’s how we think q  Engages at multiple sensory levelsStorytelling is Timeless
  17. 17. Three Act StructureTension Climax Exposition Denouement Time Act 1 Act 2 Act 3 Context Action Resolution/ Results
  18. 18. Transmedia Storytellingq  A story that… q  Unfolds across platforms q  Each piece adds something unique and valuable q  Motivates user to find others Henry Jenkinsq  Users can… USC q  Join at different places q  Participate and contribute content
  19. 19. Traditional Story Path
  20. 20. Transmedia Content
  21. 21. Case Study: Jay-Z
  22. 22. Case Study: The Three Little Pigs Wolf: Pig 1: Website Website Wolf: Ning Network Pig 1: Anime for Team Wolf Super Pig Main Story Anchor: Novel Sequels Pig 2: Twitter Pig 3: Cooking Pig 3: Dialogue Blog Cookbook Pig 3: YouTube Pig 3: Fan Page Videos
  23. 23. An Invitation to Participate Increasing Audience Engagement Discovery Experience Exploration
  24. 24. Donald Rumsfeld summarizes social media metrics There are the known knowns. There are the known unknowns. And then there are the unknown unknowns.
  25. 25. Traditional ROI Calculations
  26. 26. Ripple Effect
  27. 27. Focus on Qualitative Impactq  Biggest value of social media is expanded relationship potentialq  Awareness q  Brand mentions, reviews and share of voice q  Fan Growth q  Trafficq  Engagement q  Comments, questions, retweets, time on siteq  Customer and market intelligence q  Product/service feedback q  Customer needs, problems, values and experiences
  28. 28. Social media strategiesstart with a strategy, not with a Facebook page
  29. 29. Social Media Strategyq  Tools are only useful if you know q  what you want to do q  what tools will get the job done.q  Online networks are like offline ones q  People use Twitter, Facebook, blogs, and LinkedIn to meet people, get information, share resources and connect with colleagues
  30. 30. Social Media: Total Time Suck?q  Social media networks are not a waste of time unless you allow them to beq  Networking opportunitiesq  Great way to build social capitalq  Be very clear on WHY you’re doing it and the outcomes you want to see
  31. 31. Social Media Mission Statementq  Why am I on social networks and what will I use them for?q  How do I want to build my personal or organizational brand using social media?q  What outcomes do I want to see?q  How does social media fit into the overall organizational and communications strategy?
  32. 32. Social Media Strategy(Source: BigThunk, Number 8 Communications. Strategy image via Shutterstock.)
  33. 33. Choose your tools carefully
  34. 34. Tool Audit Example: Privacy Completely Mostly MostlyAccess Control Potential Public public private Website x Blog x Twitter x x LinkedIn x x Facebook x x x Flickr x x x Pinterest x Industry sites x Curation tools (Scoop, x Google+ x
  35. 35. Social Media Strategy(Source: BigThunk, Number 8 Communications. Strategy image via Shutterstock.)
  36. 36. Connect your tools sothey feed each other
  37. 37. Social Media Policy: Be Preparedq  What information is public, what should be kept private?q  What your rules are for researching customers and employees?q  How you can be contacted and when?q  What is your policy for employees social media use?q  How you will handle the inevitable social media crisis?q  How often will I evaluate the strategy?
  38. 38. Key Points for CommunicatingEffectively with New Technologies
  39. 39. q  Get your story straightq  Think transmedia: communication must be fluid and consistent across multiple platforms and devicesq  Plan for collaborationq  Having lots of tools isn’t what’s important, it’s what you do with them that counts
  40. 40. q  Do researchq  Go where the students areq  LISTEN FIRST to find out what they think need, not what you think they needq  Establish best practices for contact.q  Recognize individual and cultural differences in access and needs
  41. 41. q  Mission Statementq  Social Media Strategy q  Goals q  Tactics q  Measurementq  Social Media Policy q  Ethics q  Boundaries
  42. 42. q  Be human, honest, and transparentq  Be timelyq  Deliver value by synthesizing information and facilitating decisionsq  Allow for personalization and participation
  43. 43. InstitutionalHuman Needs Activities/Tools Connection Social network communities, forums, videoSocial connection Peers chats face to face Access to administrators, faculty through email,Social validation Staff & Faculty webinars Published deadlines, clear forms on line, fillableComfort and Information PDFs, savable applications, accurate andrespect timely feedback Creative and unusual ways to engage, such asEntertainment Media contests, games, virtual events Lower barriers to entry with mobile formattingAccess Mobile and apps Personalization, content creation (films,Participation photos), interaction with current students.Experience Video tours, day in the life, ways to project(Presence) themselves into the campus experience
  44. 44. Implications Effective education needs to adopt social media rules: q  Collaborative q  Responsive q  Participatory q  Inclusive q  Challenging q  Respectful q  Relevant q  Deliver Value
  45. 45. The prospective student isn’t going to take your word for it that whatyou offer is valuable unless you have cultivated a relationship they trust.
  46. 46. "I feel like I know you guys already from your videos and blogs and Facebook page ...
  47. 47. Thank You.Dr. Pamela RutledgeMedia Psychology Research Center@pamelarutledge