social media 101, tailored to thomas jefferson school of law
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SOCIAL MEDIA HOW-TO
Thomas Jefferson School of Law
Schedule
o 1:30 -- Welcome & introductions o 2:00 -- Social media overview o 3:00 -- Breako 3:15 -- Brainstorming o 3:45 -- Debrief
What is social media?Social media is a
conversation online.
Look who’s talking:o your studentso your future studentso your donorso your employeeso your criticso your fanso your competition.... o anyone who has Internet
access and an opinion.
SOCIAL MEDIA DEFINED
The conversation is powered byo Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Related:
o Podcastso Real Simple Syndication (RSS)
SOCIAL MEDIA DEFINED
Word of Mouth is the Future of Marketing
Marketers can effectively use social media by
influencing the conversation.
One way to do this is by joining in the conversation.
SOCIAL MEDIA DEFINED
Social media influences people
o 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group
o 87% trust a friend’s recommendation over critic’s review - Marketing Sherpa
o 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research
o 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent
* Slide courtesy of Digital Influence Group
SOCIAL MEDIA DEFINED
Leveraging social mediaSocial media can help you
in all stages of marketing, self-promotion, public relations, and customer service:
o researcho strategic planningo implementationo evaluation
SOCIAL MEDIA DEFINED
10 Keysto Social Media
successSome best (and worst) practices
KEYS TO SUCCESS
1. Experiment with social media
o Experiment personally before professionally
o Try a variety of social media tools
o Be yourself, make some friends, and share
KEYS TO SUCCESS
2. Make a plan1. Discovery
(people, competition, and search engines)
3. Skills(identify internal resources and gaps)
5. Maintenance(monitor and adapt)
2. Strategy(opportunities, objectives)
4. Execution(tools, integration, policies, and process)
KEYS TO SUCCESS
Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
H & R Block – Clear GoalsLeveraged core goals
across all networks:
1. Reinforce their brand as tax experts
2. Deliver on advocacy positioning of the brand
3. Present the brand as being innovative
o Through “unexpected and meaningful interactions with consumers”
CASE STUDY
H & R Block – Measuring ROI1. Brand Perception
o Evaluated brand metrics through a brand tracking study
2. Engagemento 600,000 YouTube viewso 1 million unique visits to
their community site
3. Word of Moutho Increased online mentions
in blogs, forums, and other social media
CASE STUDY
3. Listeno Find where your
audience is participating and indentify the influencers
o Read industry blogs (including comments)
o Google your company name & your competition
o Find tools that can help you listen
KEYS TO SUCCESS
Crowd Sourcing – Submit, Discuss, Voteo Tap into the wisdom of the
crowd to access a wider talent pool and gain customer insight
o Companies that use crowd sourcing include:o Starbucks (MyStarbucks)o Dell (Ideastorm)o DuPonto Netflixo Wikipediao iStockphoto.como Threadless.como Mechanical Turk (Amazon)
KEYS TO SUCCESS
4. Be transparent & honest o Avoid puffery
(people will ignore it)
o Avoid evasion and lying(people won’t ignore it)
o Companies have watched their biggest screw-up's rise to the top 10 of a Google search
o Admit your mistakes right away
KEYS TO SUCCESS
Belkin – Fake Customer Reviews
o Belkin employee busted offering payment for fake positive product reviews
o Belkin president claims it’s an isolated incident
o Influential tech blogs expose a larger cover up and name more employees involved
CASE STUDY
5. Share your contento Don’t be afraid to share.
Corporations, like people, need to share information to get the value out of social media
o Make your content easy to share
o Incorporate tools that promote sharing:o Share This, RSS feeds,
Email a friend
KEYS TO SUCCESS
6. Be personal and act like a persono Don't shout. Don't
broadcast. Don’t brag.
o Speak like yourself – not a corporate marketing shill or press secretary
o Personify your brand – give people something they can relate to.
KEYS TO SUCCESS
Personalizing the brandCASE STUDY
7. Contribute in a meaningful way o Think like a contributor,
not a marketer
o Consider what is relevant to the community before contributing
o Don’t promote your product on every post
o Win friends by promoting other people’s content if it interests you
KEYS TO SUCCESS
8. See criticism as an opportunityo Don’t try to delete or
remove criticism (it will just make it worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an explanation and legitimate solution
KEYS TO SUCCESS
9. Be proactive o Don’t wait until you
have a campaign to launch - start planning and listening now
o Build relationships so they’re ready when you need them
KEYS TO SUCCESS
10. Accept you can’t do it all yourselfo You need buy in from
everyone in the organization
o Convince your CEO that social media is relevant to your organization
o Get your communications team together, discuss the options, then divide and conquer
KEYS TO SUCCESS
Summary 10 Keys to Success1. Experiment with social media
2. Make a plan
3. Listen
4. Be transparent & honest
5. Share your content
6. Be personal and act like a person
7. Contribute in a meaningful way
8. See criticism as an opportunity
9. Be proactive
10. Accept you can’t do it all yourself
KEYS TO SUCCESS
Social media
tools
Social media toolso Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Related:
o Podcastso Real Simple Syndication (RSS)o Social Media Press Release
THE TOOLS
Social networking siteso People and organizations
connect and interact with friends, colleagues and fans.
o Popular social networks include Facebook and MySpace, Linkedin, bebo, and Ning.
o There are niche social networks for just about everything.
THE TOOLS
How to jump in o create online profiles
o share photos, video, and audio, links
o send private message and instant message
o learn more about people and organizations
o Follow brands, celebrities, and gain your own fans
THE TOOLS
Linked In – Professional Social Networko Contains profiles of Fortune
500 executives and leading entrepreneurso average individual salary
on LinkedIn is $109,000
o On LinkedIn your can:o Post a profile and resumeo Connect with colleagueso Share professional
recommendationso Find jobso Forums to demonstrate
expertise and find answers
THE TOOLS
Facebooko Fastest growing social
network in Canada and the world (200 million members)
o Powerful tools to engage and understand your audience:o Brand pageso Custom applicationso Targeted advertisingo Audience insights/metricso Opinion polls
THE TOOLS
Facebook Pageso Your brand’s homepage
on Facebook. o Allow you to post photos,
videos, events and other messages.
o Users interact with you byo Becoming fanso Commenting on your postso Participating in discussionso Post photos to your page
o Fans see your page updates in their newsfeed
THE TOOLS
Facebook Advertising
Facebook ads give you the ability to advertise directly to specific demographic groups
o Identify clear goals for your ad
o Know who you’re trying to reach
o Ensure ad headline, copy and image is relevant
o Experiment to get it righto Monitor your campaign
and adjusto Know when to quit
THE TOOLS
Social networking sitesDoo establish a presence on the
social networks your customers and colleagues use
o create a page to promote your brand
o point your fans to your company blog or contest
o encourage a discussion and participate frequently
o explore targeted advertising opportunities
Don’to create a page and fail to
maintain it
o try a hard sell approach
o censor comments
o spam your fans/friends with frequent private messages – you’ll drive them away
o post false information
THE TOOLS
Blogso A blog is a website with
regular entries of commentary or news
o Blogs serve to establish your company as transparent, relevant, active, and expert.
THE TOOLS
Blogso engage in dialogue with your
customers
o improve your search engine visibility
o promote product launches and events
o gain expert status by providing useful tips
THE TOOLS
BlogsDoo post on a regular schedule
o encourage conversation by asking questions
o respond to people that comment on your posts
o use a few bloggers from your company for more viewpoints
Don’to write press releases – be real
about why something is exciting
o let complaints go unanswered
o make users register to comment – they won’t bother
o delete fair but critical comments
THE TOOLS
Microbloggingo Microblogs are blogs
limited to a sentence or two (about 140 characters)
o People use microblogging to promote themselves, share content and follow friends, celebrities and brands
o Companies use it for marketing, public relations and customer service by giving their brand a voice within the community
THE TOOLS
TwitterTwitter can help you:
o share timely informationo promote useful content
including resources, contests, deals, etc.(not just your own)
o personify your brando connect with your customers
and develop leadso build credibility and
influenceo listen to consumer buzzo research competitorso network and learn from
experts in your field
THE TOOLS
Charity: Water – From Twitter to Africao September 08: Twitter
founder Biz Stone tweets about Charity: Water, which builds wells in Ethiopia.
o Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500, enough to build a well
o The "social media birthday" was born; asking for donations from online friends to celebrate your birthday
CASE STUDY
MicrobloggingDoo find and share useful
content
o pose questions and reply to others
o keep it fun - put a friendly face on your brand
o promote sales, deals, news, updates, and build buzz for big releases or events
o know what people are saying about your brand
Don’to sound like a press release –
you’re in a social space
o spam with constant links to your company website, either in tweets or private messages
o post useless information – do people really care what you had for lunch?
THE TOOLS
Video sharingo Video sharing sites let
you upload videos and share them with people.
o They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.
THE TOOLS
Video sharingDoo be informative, useful, or
entertaining
o create a summary and detailed description
o post video replies to others
o allow commenting and participate in the conversation
o save bandwidth costs on your website by hosting videos on YouTube
Don’to just upload infomercials
o be afraid to experiment until you find a formula that works.
o pull down other people’s videos showcasing your product for copyright infringement
o make your video longer than it needs to be – keep it concise and entertaining
THE TOOLS
3 Take away
messages
Social media is practicalo Learn what people are saying about youo Create buzz for events & campaignso Increase brand exposureo Identify and recruit influencers to spread your messageo Find new opportunities and customerso Support your products and serviceso Improve your search engine visibilityo Gain competitive intelligenceo Get your message out fasto Retain clients by establishing a personal relationshipo Be an industry leader – not a follower
3 TAKE AWAY MESSAGES
3 take away messages1. Word of Mouth peer-to-
peer discussions are more influential than the mass media
2. Participate by enabling and feeding the conversation(follow the 10 keys to success)
3. Be transparent & honest
3 TAKE AWAY MESSAGES
Ideas for TJSLo Discussions with the Dean – on Twitter, Facebook chat, etc. o Join in on newsy topics – write blog posts, tweet, gather
opinions on Facebook o Make campus events social. Post event invitations, and if not
all students can come, add video to YouTube and Facebooko Blog. Highlight the good about Thomas Jefferson. Students,
professors, San Diegoo Monitor conversations about the LSAT, bar exam, and legal
topicso Use this to become the leader in legal conversation online
o Recruit before events – reach out to students before you actually get to recruiting events
3 TAKE AWAY MESSAGES
Break Out
o 10 Keywords for TJSL to monitor o 3 Ideas for interacting with new studentso 3 Ideas for reaching out to alumni o 5 Ideas for multimedia opportunities on
campus with existing events
AppendixAppendix
Useful Resourceso PR 2.0
BrianSolis.com
o Social Media Today socialmediatoday.com
o Social Media Trader socialmediatrader.com
o Web Strategy by Jeremiah web-strategist.com/blog
o Online Marketing Blog toprankblog.com
o Groundswell Blog blogs.forrester.com/groundswell
o Chris Brogan chrisbrogan.com
o Micropersuasion micropersuasion.com
o Six Pixels of Separation twistimage.com/blog
o PR Squared pr-squared.com
REFERENCES
Inspiration Creditso Social media Is....
slideshare.net/leewhite/social-media-is
o What the F**K is social mediaslideshare.net/mzkagan/what-the-fk-social-media
o The Social Media Manifestobriansolis.com/2007/06/future-of-communications-manifesto-for.html
o Groundswell Blogblogs.forrester.com/groundswell/2007/12/the-post-method.html
o Shannon Paul's Blogveryofficialblog.com
o Measuring the influence of social mediaslideshare.net/DigitalInfluence/business-impact-of-social-media
INSPIRATION & CREDITS
Social Media
MYTHSTHE MYTHS
“Social media is just a fad – it will go away.”
THE MYTHS
“Social media is inexpensive.”
THE MYTHS
“If we put our content online we’re just giving our
expertise away for free!”
THE MYTHS
“We can’t measure social media results.”
THE MYTHS
“Social media might work for certain industries and business models
but it won’t work for us.”
THE MYTHS
“Tell the programmers to setup that social media thing….and get them to make it viral while they’re at it!”
THE MYTHS
“YouTube is that site for funny cat videos – you’ll cheapen
our brand by putting our video on there!”
THE MYTHS
“I’ve started a Facebook page so I’ve got social media covered!”
THE MYTHS
“If we just delete all negative comments no one will see them.”
THE MYTHS
“No seriously, I don’t think anyone will notice if we
delete those negative comments.”
THE MYTHS
“If we build it they will come.”
THE MYTHS
“Social media is for kids.”
THE MYTHS
“We have to figure this all out before we start using social media.”
THE MYTHS
“Social Media is hard.”
THE MYTHS
“Social Media is easy.”
THE MYTHS