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Social media: Making it							work for you,[object Object],Rolla Chamber of Commerce | June 23, 2011,[object Object],@andrewcareaga | @MissouriSandT,[object Object]
Twitter hashtag: #RollaSocMedwww.slideshare.net/andrewcareaga,[object Object]
Source: Trevor Young , “Social media in a ‘tag cloud’ nutshell, Jan. 28, 2010 (trevoryoung.posterous.com/social-media-in-a-tag-cloud-nutshell),[object Object]
Social media is…,[object Object],‘A shift in how people discover, read and share news, information and content’ ,[object Object],- Wikipedia,[object Object],[object Object]
‘architecture of participation’,[object Object]
Social media: Making it work for you
Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/),[object Object]
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media is not…,[object Object],[object Object]
a substitute
merely an option,[object Object]
‘One in three business owners say that social media helps them to close business.’,[object Object],[object Object]
 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 expenses2010 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),[object Object]
Social media’s Big Four,[object Object]
Commonly used social media tools,[object Object],Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011,[object Object]
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.,[object Object],The Cluetrain Manifesto,[object Object]
Blendtec’s “Will It Blend?” videos on Youtube: www.youtube.com/user/Blendtec,[object Object]
Amazon’s mp3 music stream on Twitter: www.twitter.com/amazonmp3,[object Object]
vitaminwater on Facebook: www.facebook.com/vitaminwater,[object Object]
Old Spice Man on YouTube: www.youtube.com/user/OldSpice,[object Object]
Image via Anna Vignet, www.flickr.com/photos/annnna/2228189828/,[object Object]
Humanize your business,[object Object],Image via www.chilloutpoint.com/featured/human-and-robots-visions-of-the-future.html,[object Object]
Communicating in a human voice adds a sense of personal and sociable human contact to the interaction with the public. ,[object Object],… [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.,[object Object],Hyojung Park,[object Object],Missouri School of Journalism,[object Object],Source: MU News Bureau, “Use of Human Voice in Social Media Can Help Organizations Build Relationships,” May 18, 2011.,[object Object]
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Connect with your customers,[object Object]
Social media: Making it work for you
Extend your reach,[object Object],Image via msspider66 www.flickr.com/photos/msspider66/44397492/,[object Object]
Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder,[object Object]
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,[object Object]
Put yourself in control,[object Object],Image via Ben McLeod www.flickr.com/photos/benmcleod/523653908/,[object Object]
Social media: Making it work for you
Diving in …,[object Object],‘Like skydiving, a lot of learning comes from doing.’,[object Object],Brad J. Ward, co-founder, BlueFuego.com, “Skydiving Into the Social Web,” Squaredpeg.com, Jan. 6, 2010,[object Object]
But before you dive in…,[object Object],Are you ready?,[object Object],Research,[object Object],Planning,[object Object],Resources,[object Object],Cartoon courtesy of @debrasanborn,[object Object]
Research,[object Object],Who are your customers?,[object Object],What are they doing online?,[object Object],Where are they going online?,[object Object]
Research: Socialgraphics,[object Object],Where are your customers online?,[object Object],What are their social behaviors online?,[object Object],What social information or people do they rely on?,[object Object],What is their social influence?,[object Object],How do your customers use social media in the context of your business?,[object Object],Adapted from Charlene Li and Jeremiah Owyang, Social Strategy: Getting Your Company Ready,” April 14, 2010,[object Object],(www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final),[object Object]
5 keys to social media success,[object Object],Listen,[object Object],Add value,[object Object],Respond,[object Object],Do good things,[object Object],Keep it real,[object Object],Adapted from Aliza Sherman, “Revisiting 10 Golden Rules of Social Media,” Web Worker Daily, Jan. 5, 2010,,[object Object],www.webworkerdaily.com/2010/01/05/,[object Object],revisiting-10-golden-rules-of-social-media/,[object Object]
Create a social media listening post,[object Object],[object Object]
Twitter search
Active monitoring
Hootsuite
Tweetdeck,[object Object]
Social media: Making it work for you
Google Alertsgoogle.com/alerts,[object Object]
Listening tools: Hootsuite,[object Object],Hootsuite.com,[object Object]
Listen + respond + add value + do good,[object Object]
Twitter saves the day!,[object Object]
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
Social media: Making it work for you
The social media audit,[object Object],What is your business currently doing in social media?,[object Object],Who are your internal experts? (Identify and involve them.),[object Object]
Planning: 4 steps,[object Object],Develop a plan,[object Object],[object Object]
Know what’s already workingBeware the bandwagon,[object Object],Understand your audience(s),[object Object],Feed your social media beast,[object Object]
Integration: what’s already working? ,[object Object],[object Object],More than 70% apply,[object Object],About 61% enroll,[object Object],@ 25% of freshmen attend at least one summer program,[object Object],[object Object],Increases attendance at high school visits, receptions, etc.,[object Object],[object Object]
Relationship building,[object Object]
A four-step approach,[object Object],Develop a plan,[object Object],[object Object]
Measures (metrics)
Management
Resources
Content (type and source)
Promotion,[object Object]
Social media: Making it work for you
Social media: Making it work for you
Management and resources,[object Object],Who is the social media “owner” in your business?,[object Object],How do you allocate time and staffing?,[object Object]
Social media content,[object Object],Type,[object Object],[object Object]
User-generated?
Tone?
Frequency?
Interactive!
Responsive!Source,[object Object],[object Object]
Personal?
Combination?,[object Object]
Source: Stephanie Schwab, “Finding Your Brand Voice,” SocialMediaExplorer.com, March 31, 2011,[object Object]
Guiding principles,[object Object],Empower employees to use social media to further your business goals,[object Object],Make it easy for them to use social media for that purpose,[object Object],Reinforce or expand on existing policies to make sure your business is protected,[object Object]
A four-step approach,[object Object],Develop a plan,[object Object],[object Object]
Know what’s already workingBeware the bandwagon,[object Object],Understand your audience(s),[object Object],Feed the beast,[object Object]

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Social media: Making it work for you

Hinweis der Redaktion

  1. So – I was asked to address a couple of points: First, why are blogs important for colleges and universities? I have four reasons.
  2. ANDY – These are the guiding principles for developing a social media policy(The last point about protecting the university extends to its brand identity as well)