UCD Social Media Seminar February 21st 2011 - Analysis of using social and digital media platforms and channels for educational institutions.

1. Social Media Seminar – UCD Keith Feighery: Digital Strategist February 21st 2011

2. www.slideshare.net/kfeighery/ucd-socialmedia-feb2011

3. Presentation Outline Components of Digital Strategy The Changing Digital Landscape Social Media Platforms Social Media in Education Case Studies of Organisatons using Social Media Questions and Answers

4. Digital Strategy Social Media Marketing Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts Content & Inbound Marketing Website, blog, social platforms, partnership sites etc… Search Engine Marketing PPC, Display and Affiliates Mobile Marketing Location Based, Text, Advertising, Coupons, Offline-Activation Search Engine Optimisation (SEO) Structured & Planned Content, Optimismed Vocabulary, Links Email Marketing Email Service Providers, Acquisition and Retention, Lead Nurturing Measurement and Analytics Clear Objectives and Benchmarks

5. The Changing Digital Landscape

6. Traditional Marketing Vs Social Engagement

8. Digital Consumption Trends 1.8 Million people currently on Facebook in Ireland The 3–screen phenomenon - People accessing media through mobile, TV and PC simultaneously Multi-screen tasking – watch TV, follow reaction on Twitter/Facebook, parallel consumption through iPad, iPhone etc. Consumption of Time-shifted TV and Online TV is up (e.g. iPlayer and RTE Player) Approx 200 Million People per month access Facebook on mobile Devices The number of users who consume no social media has fallen from 44% in 2007 to 18% in 2010 70% of online adults, ages 55 and older, use social tools at least once a month

9. Social Media Platforms

10. Social Media Landscape

11. Key Platforms for Organisations Social/Professional Networks Facebook & LinkedIn (Main ones in US and Europe) Blogging/Micro-Blogging/Lifestreaming Wordpress, Blogger, TypePad, Twitter, Posterous, Tumblr Video, Audio & Photo sharing Podcasting YouTube, Vimeo. Flickr, Photobucket, TwitPic, YFrog Mobile Facebook, Twitter, Yelp, Foursquare Bookmarks/Sharing Delicious, StumbleUpon, Digg, Google Profiles

12. Overview of Platforms

13. Podcasts

14. Blogs

15. Facebook

16. YouTube

17. Twitter

18. Salient Characteristics of Social Platforms

19. New social platforms are mass enablers of peer to peer conversations, sharing and interacting

20. Organisations must understand that it’s not about the specific tools but the changing behavioural patterns of the users

21. Organisations need to embrace a more social engagement because this is where your prospects reside digitally You need to engage with them on these platforms and communicate with them here.

22. Challenge now is to build digital communications and social strategies aligned with clear objectives Regardless of organisation type (Business, Educational Institution, Charities etc.)

23. Organisations need to understand the dynamic of communities and how to interact and manage them And also how to help these communities sustain and grow

24. NB: Communities need to be managed by someone – they are not self-organising

25. Success using social channels is predicated on the quality of your content Nobody will engage or give you time if your content is poor quality

26. With Social Channels and low barrier to entry to productionEvery organisation now is potentially a media company Need to start thinking like one

27. How to think about media in this changed landscape

28. Owned Vs Paid Vs Earned Media

29. Hubspot – Inbound Marketing Company view

31. Crucial to hear what the public is saying about you, competitors, related business areas etc..

32. Research – understand behaviours, experiences, language patterns etc..

33. Engagement

34. Communicate directly with prospects and customers (without filters)

35. Provide utility and new communications channels

36. Relationships

37. Build relationships and trust with customers

38. Build real and valuable communities online and offline (Two way process)

39. Reduce customer acquisition and support costs

40. Increase customer retention rates (Loyalty/Advocacy)

42. Two way communication

43. Openly negative transmissions

44. Not providing Value to prospects

45. Have to be Informative, Educational, Entertaining, Utilitarian

46. Can be a difficult for organisations to find Tone and Voice

47. Reveal a human voice of a corporate identity

49. UC Berekely

50. Video & Podcast Material

51. Berkeley YouTube Account

52. Webcasts

53. Recording of Class

54. iPhone iTunes Interface

55. Harvard

56. Harvard Facebook Page

57. The Wall

58. Harvard Educast

59. Harvard iTunes Content

60. HBR Site

61. HBR Blogs

62. LSE

63. Vidoes and Podcasts

64. Facebook Page

65. Twitter Account

66. itunes Content

67. iPhone iTunes Interface

68. Standford

69. Stanford iTunes Content

70. Stanford Blogs

72. Snap Shot Irish Universites

73. DCU Facebook

74. UCD

75. Academics using social media

76. Econtalk.org

77. The Rights Future

78. IrishEconomy.ie

79. ReformCard.com

80. ReformCard.com Twitter

81. Political Parties

82. Fianna Fail

83. Fine Gael

84. Labour

85. Others Political Candidates

86. Not For Profit

87. Barnardos

88. Breast Cancer Ireland

89. Irish Cancer Society

90. Trocaire

91. American Red Cross

92. Recent Irish case studies of brands using social media

93. Cully & Sully

94. The Good Mood Food Blog

95. Hairybaby

96. Dazzledust

97. Groupon – CityDeal.ie

98. Innovative Case Studies of Social Media

99. BlendTec

100. Diet Coke and Mentos

101. Old Spice Campaign

102. Tippex YouTube Campaign

103. Best Job In the World

104. Kogi BBQ

105. Ikea – Malmo

106. Digital crisis and reputation management

107. Nestle

108. Marks and Spencers

109. Domino’s

110. United Airlines

111. The Power of Social Media

112. Tube Worker abuses Traveller

113. Stuff White People Like

114. The Four Hour Working Week

115. Unsuccessful Viral & UGC Campaigns

116. Danish Single Mother Hoax

117. Contact Details

118. Contact Details 086 6070274 www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery keith.feighery@digitalinsights.ie

119. Thank You