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Presentation to Rolla Area Chamber of Commerce Regional Business Conference, Oct. 20, 2010
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Getting down to businesswith social mediaRolla Area Chamber of Commerce | Fall Regional Business Conference
October 20, 2010Presented by: Andrew Careaga
Missouri University of Science and Technology
www.slideshare.net/andrewcareaga
What’s your digital IQ?
Social media is…
● Wikipedia: ‘a shift in how people discover, read and share news, information and content’
● user-generated
● ‘architecture of
participation’
Social media is not…
● another marketing channel ● a substitute
● merely an option
● a completewaste of
time
Social media is…
social!
2010 Social Media Marketing Industry report, reported in Inc. online, April 23, 2010 (www.inc.com/news/articles/2010/04/how-social-media-helps-small-business.html)
‘One in three business owners say that social media helps them to close business.’
• Increases web traffic• Opens opportunities to build new partnerships• Generates good sales leads• 73 percent reported a significant rise in search
engine rankings• 48 percent said social media reduced their overall
marketing expenses
2010 Social Media Marketing Industry report, reported in Inc. online, April 23, 2010 (www.inc.com/news/articles/2010/04/how-social-media-helps-small-business.html)
Marketing isn’t going to go away. Nor should it. But it needs to evolve rapidly and thoroughly, for markets have become networked and now know more than business, learn faster than business, are more honest than business, and are a hell of a lot more fun than business.
The Cluetrain Manifesto
Blendtec’s “Will It Blend?” videos on Youtube: www.youtube.com/user/Blendtec
Amazon’s mp3 music stream on Twitter: www.twitter.com/amazonmp3
vitaminwater on Facebook: www.facebook.com/vitaminwater
Old Spice Man on YouTube: www.youtube.com/user/OldSpice
Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder
Jack Dorsey has more followers on Twitter (1,586,915) than The New York Times has subscribers (951,063)
@jack followers on Twitter as of July 2, 2010; New York Times subscribers as of March 31, 2010
Series1
0
500000
1000000
1500000
2000000
951,063
1,586,915 Jack Dorsey fol-lowers
New York Times subscribers
Diving in …
‘Like skydiving, a lot of learning comes from doing.’Brad J. Ward, co-founder, BlueFuego.com, “Skydiving Into the Social Web,” Squaredpeg.com, Jan. 6, 2010
But before you dive in…
Are you ready?• Research• Planning• Resources
Cartoon courtesy of @debrasanborn
Research• Who are your
customers?
• What are they doing online?
• Where are they going online?
Research: Socialgraphics
1. Where are your customers online?2. What are their social behaviors online?3. What social information or people do
they rely on?4. What is their social influence?5. How do your customers use social
media in the context of your business?Adapted from Charlene Li and Jeremiah Owyang, Social Strategy: Getting Your Company Ready,” April 14, 2010(www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final)
5 keys to social media success
1. Listen2. Add value3. Respond4. Do good things5. Keep it real
Adapted from Aliza Sherman, “Revisiting 10 Golden Rules of Social Media,” Web Worker Daily, Jan. 5, 2010,http://webworkerdaily.com/2010/01/05/revisiting-10-golden-rules-of-social-media/
Create a social media listening post
• Google news/blog alerts
• Twitter search• Active
monitoring• Hootsuite
Listening tools: Hootsuite
Listen + respond + add value + do good
Twitter saves the day!
The social media audit
• What is your business currently doing in social media?
• Who are your internal experts? (Identify and involve them.)
Planning: 4 steps
1. Develop a plan Integrate it Know what’s
already working
2. Beware the bandwagon
3. Understand your audience(s)
4. Feed the beast
Integration: what’s already working?
• Campus visits/summer camps– More than 70% apply– About 61% enroll– 26% of 2009 freshmen attended
at least one summer program
• Tele-counseling– Increases attendance at high
school visits, receptions, etc.
• Consistent, frequent Communication
• Relationship building
Source: Hobsons Domestic Research Report 2009-2010, cited by Karlyn Morissette, www.doteduguru.com, Oct. 22, 2009
Campus website
Campus visit
Viewbook
High school counselors
Social networking sites
0 10 20 30 40 50 60 70 80 90 100
H.S. seniors
H.S. juniors
H.S. sophomores
Very low relativetrust ranking
Trust levels among prospective students
Spacebook: Sandra Magnus’ blog from the International Space Stationhttp://spacebook.mst.edu
Integration: what’s already working?
• Missouri S&T magazine– 84% read every issue– 50% “very satisfied”– 35% “satisfied”
• Strong campus traditions
• Consistent, frequent communication
• Relationships
The best ever blog: http://bestever.mst.eduSt. Pat’s Flickr site: http://www.flickr.com/stpatsbestever
140 years of campus history in under 4 minutes (www.youtube.com/MissouriSandT)
A four-step approach
1. Develop a plan Objectives Measures (metrics) Management Resources Content (type and
source) Promotion
Objectives Measures
Extend university reach and influence online by connecting and building relationships with key audiences (prospective students, current students, alumni, influentials)
•number and types of followers•social media referrals to web content (campaign-based and not)•feedback from friends, followers, etc.
Provide additional channels for audiences to communicate and interact with the university
•volume and quality of feedback •Comments•“likes”•DMs, RTs, @s
Objectives Measures
Provide additional channels for audiences to receive official university information
•number and types of followers
Monitor online reputation of the university in the social media sphere
•number of interactions•qualitative analysis of comments
Management and resources
1. Who is the social media “owner” in your business?
2. How do you allocate time and staffing?
Social media content
1. Type Official? User-generated? Tone? Frequency? Interactive! Responsive!
2. Source Feeds? Personal? Combination?
• Empower employees to use social media to further your business goals
• Make it easy for them to use social media for that purpose
• Reinforce or expand on existing policies to make sure your business is protected
Guiding principles
A four-step approach
1. Develop a plan Integrate it Know what’s
already working
2. Beware the bandwagon
3. Understand your audience(s)
4. Feed the beast
Missouri S&T’s limited presence
• Facebook – www.facebook.com/MissouriSandT• Joe Miner on Facebook – www.facebook.com/JoeMiner • Twitter – www.twitter.com/MissouriSandT• YouTube – www.youtube.com/MissouriSandT• Flickr – www.flickr.com/MissouriSandT• St. Pat’s on Flickr – www.flickr.com/stpatsbestever • Delicious – www.delicious.com/MissouriSandT
No MySpace.No LinkedIn.
The social media cheat sheet
www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
The social media cheat sheet
www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
Source: Charlene Li and Jeremiah Owyang, “Social Strategy: Getting Your Company Ready,” April 14, 2010(www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final)
4. FEED ME, SEYMOUR!
Promoting your social media presence
• Personalized Facebook messages to your hometown network
• Street team of fans to spread the word in their own networks
• Promote through your newsletter, on your website, in your blog, etc.
• Promote in all printed materials (brochures, business cards, etc.)
• Promote in your email signature
What’s next?
Social media goes mobile
What’s next?
Social media goes mobile + local
Nearby tweets
Location as platform
“In a perfect world, these location-based social networks would act like browsers, able to see and post interoperable location-based data from and to any platform.”
Marshall Kirkpatrick, “Foursquare Launches Location Layers – This Is Big,” ReadWriteWeb.com, July 6, 2010
Location as platform
• Rewards for Foursquare “check-ins”
• Special offers to social media users
• Create “tips” to highlight history, unique features
• Virtual tours as games
Tech’s future, according to kids
An “Internet of Things.” Objects connected to the Internet via RFID tags, sensors, barcodes), optimized for everyday life.
Action, not just information
True interactivity
Source: Latitude Research, “Children’s ‘Future Requests’ for Computers and the Internet,” July 2010. Summary: http://www.life-connected.com/cms/wp-content/uploads/2010/07/Latitude-Research-42-KidsTech-Study-Summary.pdf
In conclusion…
Don’t be afraid to fail
12/21/2012
Its easy to get stuck in the past when you are trying to make a good thing last
-Neil Young
Courtesy of Mark Greenfield (@markgr)
Thank you!
Andrew CareagaDirector of CommunicationsMissouri University of Science and [email protected]
Twitter:@andrewcareaga orwww.twitter.com/andrewcareaga
Higher Ed Marketing blog:http://highered.prblogs.org
