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Hitting the moving target of social media
@andrewcareaga • @MissouriSandT • #CASEVI • Jan. 12, 2010
TweetsTubes &Feeds
What is social media? Why does it matter?Why should you use it?Ideas on how to use itHave fun!
What’s your digital IQ?
Social media is…
◦‘a shift in how people discover, read and share news, information and content’ – Wikipedia
◦user-generated content◦‘architecture of
participation’
Social media is not…
◦another marketing channel
◦a substitute◦merely an option◦a complete waste of
time
Social media is…
social!
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?’
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
In a revolution, kings lose
their heads.
… therefore, think like a peasant.Dan Forbush, founder of Profnet, 1996
Who’s doing what online?
The Groundswell social media ladder
Source: Forrester Research; Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (2008)
Creators (13%)
Critics (19%)
Collectors (13%)
Joiners (19%)
Spectators (33%)
Inactives (52%)
Graphic: Business Week, www.businessweek.com/magazine/content/07_24/b4038405.htm
Natives and immigrantsSource: Mark Prensky, “Digital Natives, Digital Immigrants,” On the Horizon (MCB University Press, Vol. 9 No.
5, October 2001)
digital natives prefer digital immigrants prefer
To receive info quickly from multiple sources
Controlled release of info from limited sources
Multitasking, parallel processing Single or focused tasks
Pictures, sounds, video before text
Often prefer to receive written info
Interacting in ‘real time’ Greater need for private and personal space for introspection
Learning that is instant, relevant and fun
Info presented linearly, logically and sequentially
Hyperlinked sources, user-generated content
How teens communicate
• 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
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 ranking’ of recruitment efforts
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
The wisdom of crowds
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)
The wisdom of crowdsIf 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)
The wisdom of crowds
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)
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)
More crowd wisdom at http://ow.ly/R5Vt
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,http://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
Listen + respond + add value + do good
Twitter saves the day!
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
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, frequentcommunicationRelationship building
Spacebook: Sandra Magnus’ blog from the International Space Stationhttp://spacebook.mst.edu
Integration: what’s already working?
• Missouri S&T magazine– 84% read every
issue– 50% “very
satisfied”; 35% “satisfied”
• Strong campus traditions
• Consistent, frequent communication
• Relationships
The best ever blog: http://bestever.mst.eduSt. Pat’s Flickr site: http://www.flickr.com/stpatsbestever
140 years of campus history in under 4 minutes (www.youtube.com/MissouriSandT)
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” on your campus?
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?
Don’t make it tougher than it has to be
Promoting your social media presenceUniversity website andsub-sitesAlumni publicationsRecruitment materialsOld media (newsreleases, advertising)Business cardsEmail signaturesFollow and be followedKeep at itInternally:
NewslettersPresentationsStaff meetings
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
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.
3. Understand your audience
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
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 Twittermade 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.”
4. FEED ME, SEYMOUR!
‘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 Paltzdoteduguru.com blogger
Parting thoughts
Jack Dorsey, St. Louis native, Missouri S&T alum and Twitter co-founder
Jack Dorsey has more followers on Twitter (1,570,000) than The New York Times has subscribers (1,039,031)
Series1
0
500000
1000000
1500000
2000000
1039031
1570000 Jack Dorsey fol-lowers
New York Times subscribers
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 CareagaDirector of CommunicationsMissouri University of Science and Technologyacareaga@mst.edu
@andrewcareaga orwww.twitter.com/andrewcareaga
Higher Ed Marketing blog:http://highered.prblogs.org
Find this presentation at http://slideshare.net/andrewcareaga