10. Social media (r)evolutionthe last 11 years 1999 2001 2003 2004 2005 2006 2009 ‘markets are conversations’ • file sharing • blogging • open-source collaboration • social bookmarking • virtual worlds • social networking • sharing music, photos, video •‘what’s happening?’
11. 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
15. Creators (13%) The Groundswell social media ladder Critics (19%) Collectors (13%) Joiners (19%) Spectators (33%) Inactives (52%) Source: Forrester Research; Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (2008)
18. Natives and immigrantsSource: Mark Prensky, “Digital Natives, Digital Immigrants,” On the Horizon (MCB University Press, Vol. 9 No. 5, October 2001)
19. 95% spend time with friends face to face 88% talk to friends on a landline 67% talk to friends on a cell phone 65% send email to friends 61% use social networking sites 60% of online teens send instant messages to friends 58% send text messages to friends Source: Pew Internet & American Life Project How teens communicate
20. ‘Trust ranking’ of recruitment efforts Source: Hobsons Domestic Research Report 2009-2010, cited by KarlynMorissette, www.doteduguru.com, Oct. 22, 2009
21. 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
23. The wisdom of crowds … understand the business problem you are trying to solve. Too many people focus on the latest, greatest technology when instead they should be focusing on building relationships. Mark Greenfield, University of Buffalo (@markgr) … people are intimidated by social media, and … they’re afraid they’ll “do it wrong.” Doing it “wrong” is not getting started at all. So many missed opportunities! The best way to get started is to do just that: start. Liz Allen, Caltech Alumni Association (@lizallen)
24. The wisdom of crowds If you’re a central unit provide a framework to help highlight smaller units that are using social media services even if you aren’t using the services yourself. It’s important to help market the folks who are actually attempting to use social media. … For smaller units, engage the central unit to help promote your activities at every opportunity. David Olsen, West Virginia University (@dmolsen)
25. The wisdom of crowds Social media is not a bull horn or a bulletin board to spam with virtual flyers. Use it primarily as a listening tool, and engage when appropriate. Rachel Reuben, SUNY New Paltz (@rachelreuben) Try before you buy. If you’re not on Facebook or Twitter, don’t start an institutional account until after you understand the communities. Tim Nekritz, SUNY Oswego (@TimNekritz) More crowd wisdom at http://ow.ly/R5Vt
26. 5 keys to social media success Listen Add value Respond Do good things 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/
32. Know what’s already workingBeware the bandwagon Understand your audience(s) Feed the beast
33. 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
57. Promoting your social media presence University website and sub-sites Alumni publications Recruitment materials Old media (news releases, advertising) Business cards Email signatures Follow and be followed Keep at it Internally: Newsletters Presentations Staff meetings
58.
59. Know what’s already workingBeware the bandwagon Understand your audience(s) Feed the beast
60. 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. Other departments also have a presence. More on that later.
62. In their own words (tweets) As a current student I find that the value of the twitter feed is the instant access to information for safety and fun facts... ...but also being able to interact and spread that information without worrying about email lists, spam, etc. Umm I think Twitter is byfar the fastest way to receieve information, ie-> The Death of Michael Jackson I found out by Twitter before any email or Newscast had been made, so for Missouri s&t I think if they want to inform people quickly they can easily
63. In their own words (tweets) “The most value of the twitter acct is i can get updates about my future college and the FB site is that i can get even more info about S&T” “I mostly use social networking for keeping in touch with my friends, so being able to interact with Missouri S&T on Twitter made it seem more personal, like I wasn't just a face in the crowd. Using Twitter to contact my future college was also very convenient, as I'm constantly engaged in it thanks to my iPhone and other technologies.”
65. ‘Something as simple as a status update that ties to an emotional time in new, current, and former students’ lives seems to resonate.’ Rachel Reuben, director of web communication, SUNY New Paltz doteduguru.com blogger
71. Its easy to get stuck in the past when you are trying to make a good thing last -Neil Young 12/21/2012 Courtesy of Mark Greenfield (@markgr)
72. Thank you! Andrew Careaga Director of Communications Missouri University of Science and Technology acareaga@mst.edu @andrewcareagaor www.twitter.com/andrewcareaga Higher Ed Marketing blog: http://highered.prblogs.org Find this presentation at http://slideshare.net/andrewcareaga