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Using the Social Web: 5 Steps to Not Living in Your Parents Basement After Graduation


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Keynote presentation for the SUNY New Paltz American Marketing Association Business Day Conference, October 2009

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Using the Social Web: 5 Steps to Not Living in Your Parents Basement After Graduation

  1. 1. Using the Social Web: 5 steps to not living in your parents’ basement after graduation Rachel Reuben
  2. 2. Who am I? • ’98 & ‘09g, SUNY New Paltz • AMA VP Communication ‘97-’98 • AMA Co-Advisor ‘98-’00 • 12 years in higher ed • published research paper • 15 conference presentations this year • consultant • blog at • full profile:
  3. 3. What tools do you use?
  4. 4. Tools we’ll focus on
  5. 5. Step 1: Learn the tools
  6. 6. Groups Pages Ads Applications
  7. 7. Customer Service Lingo
  8. 8. Pages
  9. 9. Channels
  10. 10. Profile - online resume Recommendations Answers Introductions Groups
  11. 11. Blogs
  12. 12. photo gallery embed in other media group pools
  13. 13. Live streaming video (free) chat, Twitter, Facebook integration
  14. 14. Step 2: Learn how to listen
  15. 15. Set up a listening station Professional products such as Radian6 Free setup Gmail account use Google Reader Google Blogsearch, Technorati, Twitter search, Google Alerts, Twilert, Twitbeep TweetDeck searches
  16. 16.
  17. 17. Step 3: Learn how businesses use these tools
  18. 18. Why use social media? No, it’s not the “cool factor” increase awareness & reach target distinct markets test marketing
  19. 19. How social media meets objectives of a company brand reputation communication recruiting retention Rasmussen Corporate Communications
  20. 20. It can get ugly Loss of control Can’t control the message Dealing with negative posts/comments
  21. 21. Integrate larger strategies Corporate strategies Create cross-platform strategies Doesn’t have to exist wholly online - blending offline with online can build community around a brand
  22. 22. “My Starbucks Idea” build community
  23. 23. Sun Microsystems CEO Blog
  24. 24. Lesson: Social media is a culture of transparency & honesty that must be embraced, leading by example is one of the best ways to introduce it to a company.
  25. 25. TGI Friday’s: Meet Woody, become FB fan, get free Jack Daniel’s burger Burger King: - “sacrifice 10 friends”
  26. 26. Zappos & Twitter
  27. 27. Comcast & Twitter Lesson: Social media allows for possibility of great customer service, and with it, better brand loyalty.
  28. 28. Measurement ROI -- challenging, but possible engagement
  29. 29. Step 4: Don’t be that guy/gal
  30. 30. Step 5: Use the tools to help you network & find a job
  31. 31. Using the Social Web to Find Work Chris Brogan, New York Times Bestselling Author
  32. 32. Using the Social Web to Find Work Write your LinkedIn profile for your future what’s next? first impressions importance of your summary recommendations
  33. 33. Using the Social Web to Find Work Make your LinkedIn profile work for you write to be read post a photo post a video about yourself contribute to groups & Answers
  34. 34. Using the Social Web to Find Work Privacy settings who can see what think before you post
  35. 35. Resources for you Neuromarketing: where brain science & marketing meet
  36. 36. people hire people, not e-mails, tweets or resumes Get. Personal.
  37. 37. the possibilities are endless
  38. 38. questions? Rachel Reuben More info: