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Social Media Tools for Small Business
Cuba Chamber of Commerce | October 18, 2010Presented by: Andrew CareagaMissouri University of Science and Technology
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www.slideshare.net/andrewcareaga
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What’s your digital IQ?
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Social media is…
● Wikipedia: ‘a shift in how people discover, read and share news, information and content’
● user-generated
● ‘architecture of
participation’
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Social media is not…
● another marketing channel ● a substitute
● merely an option
● a completewaste of
time
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Social media is…
social!
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2010 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)
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‘One in three business owners say that social media helps them to close business.’
• Increases web traffic• 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 expenses
2010 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)
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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
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Blendtec’s “Will It Blend?” videos on Youtube: www.youtube.com/user/Blendtec
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Amazon’s mp3 music stream on Twitter: www.twitter.com/amazonmp3
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vitaminwater on Facebook: www.facebook.com/vitaminwater
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Old Spice Man on YouTube: www.youtube.com/user/OldSpice
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Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder
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Jack Dorsey has more followers on Twitter (1,586,915) than The New York Times has subscribers (951,063)
@jack followers on Twitter as of July 2, 2010; New York Times subscribers as of March 31, 2010
Series1
0
500000
1000000
1500000
2000000
951,063
1,586,915 Jack Dorsey fol-lowers
New York Times subscribers
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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
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But before you dive in…
Are you ready?• Research• Planning• Resources
Cartoon courtesy of @debrasanborn
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Research
Who are your customers?
What are they doing online?
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Research: Socialgraphics
1. Where are your customers online?2. What are their social behaviors online?3. What social information or people do
they rely on?4. What is their social influence?5. How do your customers use social
media in the context of your business?Adapted from Charlene Li and Jeremiah Owyang, Social Strategy: Getting Your Company Ready,” April 14, 2010(www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final)
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The social media audit
• What is your business currently doing in social media?
• Who are your internal experts? (Identify and involve them.)
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Planning: 4 steps
1. Develop a plan Integrate it Know what’s
already working
2. Beware the bandwagon
3. Understand your audience(s)
4. Feed the beast
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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
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Spacebook: Sandra Magnus’ blog from the International Space Stationhttp://spacebook.mst.edu
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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
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The best ever blog: http://bestever.mst.eduSt. Pat’s Flickr site: http://www.flickr.com/stpatsbestever
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140 years of campus history in under 4 minutes (www.youtube.com/MissouriSandT)
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A four-step approach
1. Develop a plan Objectives Measures (metrics) Management Resources Content (type and
source) Promotion
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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
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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
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Management and resources
1. Who is the social media “owner” in your business?
2. How do you allocate time and staffing?
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Social media content
1. Type Official? User-generated? Tone? Frequency? Interactive! Responsive!
2. Source Feeds? Personal? Combination?
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Guiding principles• Empower employees to use social media to
further your business goals• Make it easy for them to use social media for
that purpose• Reinforce or expand on existing policies to
make sure your business is protected
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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/
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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
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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.
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The social media cheat sheet
www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
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The social media cheat sheet
www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
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Create a social media listening post
• Google news/blog alerts
• Twitter search• Active
monitoring
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Listening tools: Hootsuite
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Listen + respond + add value + do good
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Twitter saves the day!
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Source: Charlene Li and Jeremiah Owyang, “Social Strategy: Getting Your Company Ready,” April 14, 2010(www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final)
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4. FEED ME, SEYMOUR!
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What’s next?
Social media goes mobile
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What’s next?
Social media goes mobile + local
Nearby tweets
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Location as platform
“In a perfect world, these location-based social networks would act like browsers, able to see and post interoperable location-based data from and to any platform.”
Marshall Kirkpatrick, “Foursquare Launches Location Layers – This Is Big,” ReadWriteWeb.com, July 6, 2010
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Location as platform
• Rewards for Foursquare “check-ins”
• Special offers to social media users
• Create “tips” to highlight history, unique features
• Virtual tours as games
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Tech’s future, according to kids
An “Internet of Things.” Objects connected to the Internet via RFID tags, sensors, barcodes), optimized for everyday life.
Action, not just information
True interactivity
Source: Latitude Research, “Children’s ‘Future Requests’ for Computers and the Internet,” July 2010. Summary: http://www.life-connected.com/cms/wp-content/uploads/2010/07/Latitude-Research-42-KidsTech-Study-Summary.pdf
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Thank you!
Andrew CareagaDirector of CommunicationsMissouri University of Science and [email protected]
Twitter:@andrewcareaga orwww.twitter.com/andrewcareaga
Higher Ed Marketing blog:http://highered.prblogs.org