Social media: Making itwork for you

Rolla Chamber of Commerce | June 23, 2011@andrewcareaga | @MissouriSandT

Twitter hashtag: #RollaSocMedwww.slideshare.net/andrewcareaga

Source: Trevor Young , “Social media in a ‘tag cloud’ nutshell, Jan. 28, 2010 (trevoryoung.posterous.com/social-media-in-a-tag-cloud-nutshell)

Social media is…

• user-generated• ‘architecture of participation’

‘A shift in how people discover, read and share news, information and content’

- Wikipedia

YouTube’s Life in a Day ProjectYouTube.com/lifeinaday

Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)

Social media is not…

another marketing channela substitutemerely an option

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)

Social media’s Big Four

Commonly used social media tools

Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011

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

Image via Anna Vignet, www.flickr.com/photos/annnna/2228189828/

Humanize your business

Image via www.chilloutpoint.com/featured/human-and-robots-visions-of-the-future.html

Communicating in a human voice adds a sense of personal and sociable human contact to the interaction with the public.

… [P]erceived conversational human voice may promote trust, satisfaction, and commitment in relationships between an organization and the public, which in turn results in favorable behavioral intentions toward an organization.

Hyojung ParkMissouri School of Journalism

Source: MU News Bureau, “Use of Human Voice in Social Media Can Help Organizations Build Relationships,” May 18, 2011.

Connect with your customers

Extend your reach

Image via msspider66 www.flickr.com/photos/msspider66/44397492/

Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder

Jack Dorsey has more followers on Twitter (1,691,086) than The New York Times has subscribers (877,000)

@jack followers on Twitter as of June 18, 2011; New York Times subscribers as of Sept. 30, 2010

Series1

877,000

1,691,086

Jack Dorsey fol-lowers

New York Times subscribers

Put yourself in control

Image via Ben McLeod www.flickr.com/photos/benmcleod/523653908/

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,www.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• Tweetdeck

The value of listening

“Listening to our customers has always been at the heart of what we do.”

Kerry BridgeHead of digital media communications for Dell

Google Alertsgoogle.com/alerts

Listening tools: Hootsuite

Hootsuite.com

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 your social media beast

Integration: what’s already working?

• Campus visits/summer camps– More than 70% apply– About 61% enroll– @ 25% of freshmen

attend 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

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?

Finding your business voice

Source: Stephanie Schwab, “Finding Your Brand Voice,” SocialMediaExplorer.com, March 31, 2011

Source: Stephanie Schwab, “Finding Your Brand Voice,” SocialMediaExplorer.com, March 31, 2011

• 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

Commonly used social media tools

Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011

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!

Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)

Helpful hints: Facebook• Facebookers “like” food• Most “liked” pages: movies, TV

shows, books, musicians/bands• Least “liked” pages: religious

organizations, pets, bars, pharma• Sharing video more effective on

Facebook than Twitter• Click-through rates are higher on

weekends

Source: Dan Zarrella, “The Science of Social Media ,” smsci.danzarrella.com

Helpful hints: Facebook & Twitter• Numbers matter

• Bigger and louder works – to a point• Avoid “link fatigue”• Stay positive• It isn’t all about you (your business)• Use combined relevance• Help your audience look cool

Source: Dan Zarrella, “The Science of Social Media ,” smsci.danzarrella.com

Promote 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

• QR codes• Signage

What’s next?

Social media goes mobile

Source: Cliff Kuang, “Infographic of the Day: 15 Facts About the Internet In 2015,” www.fastcodesign.com/1663953/infographic-of-the-day-15-facts-about-the-internet-in-2015

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

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 Careagaabout.me/andrewcareagaTwitter: @andrewcareaga