Put the Technology to Work
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Put The Put The Technology Technology To Work!To Work!
Mike RichwalskyAllegheny CollegeMeadville, PA
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A little about me…A little about me…Assistant Director of Public
Affairs, Allegheny CollegeTechnology Fellow,
National Institute of Technology in Liberal Education
Blog at HighEdWebTech.com
Twitter: @mrichwalskyPartner, ErieBlogs.com
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You can find me many You can find me many placesplaces
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What we’re going to talk What we’re going to talk aboutaboutWhy is this stuff important?Major players:
◦Blogs◦Twitter◦Facebook◦YouTube◦Your own social network
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Why Social Media?Why Social Media?
Social Networks and Blogs are more popular then email◦Nielson Report, March 2009
http://www.nielsen-online.com/pr/pr_090309.pdf
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Why?Why?Enhance your existing marketingCreate or enhance your
connection with your “customers”
Find new “customers” at a reduced cost
Spread good news instantaneously
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Why?Why?Stuff my kids have never lived
without:◦DVR◦HDTV◦YouTube◦iPod
They have never had:◦Cassette tapes◦Landline Phones◦Rabbit Ears
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More and more people are More and more people are getting itgetting it
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“The social network and blogging audience is becoming more diverse in terms of age: the biggest increase in visitors during 2008 to “Member Community” Web sites globally came from the 35-49 year old age group (+11.3 million).”
- Nielson Report
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My Mom is on TwitterMy Mom is on Twitter
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Let’s Get Moving…Let’s Get Moving…
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From Brad Ward, BlueFuego
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Blogging is the sub-floorBlogging is the sub-floorUpdated, semi-regular flow of
informationIf you want, open up commentsGreat for search engines
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Who should be Who should be blogging?blogging?
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StudentsStudents
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Your PresidentYour President
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Deans/ProvostDeans/Provost
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FacultyFaculty
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AdmissionsAdmissions
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Athletics and CoachesAthletics and Coaches
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You!You!(you’re kind of doing it already)(you’re kind of doing it already)
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RSS are the 2x4sRSS are the 2x4sRSS Subscriptions Email
SubscriptionsUse this to power
other services◦Twitter and
Twitterfeed◦FriendFeed◦Facebook
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Crowdsource your contentCrowdsource your content
Allow users to share your (blog) content and take it into the social network
They share it, their friends see it, and they share it and so on
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TwitterTwitter
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Who here uses Who here uses Twitter?Twitter?
Who is Twittering Who is Twittering Right Now?Right Now?
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Your life, 140 characters at a Your life, 140 characters at a timetime
“So first of all, what is Twitter? The best analogy I can think of is that it's like CB radio, but for text messaging. You basically answer the question "What are you doing right now?" at different times throughout the day, and the messages that you send have to be short -- 140 characters or less.”
-Tony Hsieh, CEO Zapposhttp://twitter.zappos.com/start
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Twitter DemoTwitter DemoHow to post
◦Web, TXT, iPhone◦TweetDeck & Twitterific◦Searching and hashtags
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The Media is Using This The Media is Using This StuffStuff
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The Media is Using This The Media is Using This StuffStuff
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Sometimes Well, Sometimes Well, Sometimes NotSometimes Not
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Sometimes Well, Sometimes Well, Sometimes NotSometimes Not
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Customer ServiceCustomer Service
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Customer ServiceCustomer Service
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What are people saying What are people saying about you?about you?
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What are people saying What are people saying about you?about you?
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What are people saying What are people saying about you?about you?
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How to start using TwitterHow to start using TwitterGet your account
◦Even if you aren’t going to use it nowFollow some people on your
campusUse Twitterfeed or BrightKit to
automatically publish your RSS feed to Twitter.
Use TweetDeck or Twitterific and dive into the deep end.
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Show of handsShow of handsWho is completely freaked out right now?
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It’s ok. It’s ok.
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Let’s talk Let’s talk Facebook.Facebook.
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Let’s talk FacebookLet’s talk FacebookThe most options of the big social
networks to create a space for your business.
Features:◦Personal Profiles◦Applications◦Groups◦Fan Pages◦Ads◦Photos/videos
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Fan PagesFan Pages
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Fan PagesFan PagesUsers become your “fan”Users can post questions and share
infoYou can add applications to your fan
pageYou can send an update to all your
fans at once (and target these!)Multiple people can be adminsChanged in March 2009 to be more
like profiles
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GroupsGroups
Users can join a group or be invited in◦Ask questions◦Share links,
photos and videos
◦Events
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Differences between Fan Differences between Fan Pages and Group PagesPages and Group Pages
Fan Pages can be viewed by non-FB members
Analytics Data on Fan PagesGroups can be protected
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Advertising on FacebookAdvertising on FacebookFacebook Ads are text ads similar
to AdsenseRelatively inexpensivePay per click or per 1,000 viewsTargeting is the best selling point
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Advertising on FacebookAdvertising on Facebook
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Setting up an adSetting up an ad
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Targeting an adTargeting an ad
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AnalyticsAnalytics
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CostsCostsWe targeted Pittsburgh students
in high school◦160,339 impressions◦42 clicks◦Max bid of $0.85◦$23.61
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YouTubeYouTubeYouTube is the
web’s biggest video destination
People can subscribe to your videos, be notified of new videos and share them with you and other subscribers
Free and easy to post videos
HD!
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Allegheny ExampleAllegheny Example
◦Posted college video as part of marketing campaign
◦1,400 views, with very little promotion
◦Cost for hosting: $0
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Want a social network?Want a social network?You don’t want to use Facebook
and you want some control.Pay $$$$$ for private label
communityOr use Ning.
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Ning.comNing.comInvite-only social network.You control content, features and
more.$20 a month if you want it ad-free or
run your own ads$5 a month to use your own domainIn 5 minutes, you could have your
own private-label social network for alumni, students, prospectives and more.
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Ning.comNing.com
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Ning.comNing.com
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Get Started Today!Get Started Today!Start your blogCreate your Twitter feed
◦Follow people!◦@mrichwalsky, @alleghenycol
Make a FB Fan page for your school◦Promote it!
Shoot a quick YouTube video and upload it
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Learn MoreLearn MoreGreat Article:
http://tinyurl.com/socialpdf
BlogHighEd.orgSocial Media Press Release
◦http://www.shiftcomm.com/downloads/smprtemplate.pdf
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Question TimeQuestion Time