social media and delivering the online experience
DESCRIPTION
Adrienne Bartlett's presentation slides for the 2008 Boston WorkshopTRANSCRIPT
Social Media: Delivering the
Online Experience
1
How did we get here?Understanding the “Groundswell”
Social forces and technologyWhat are the risks?
Part I
2
Web 2.0... a recap
3
Web 2.0 is...more interactive
more user-controlledmore modular (mashups)
Anyone can publish.Anyone can communicate.
4
5
2004 2005 2006
2007
6
Talk the Web 2.0 Talk...create
animateshareprofile
tagcomment
voteratings
photo galleryupload videos
frequent releases mashups
betapublish
wiki
7
Think this way:1.0 = passive2.0 = active
(making the web more like a conversation than a library)
8
9
The Participation AgeListen and Observe
Be Transparent
Give up Some Control
Participate Yourself
10
1996 - Websites1998 - Display2000 - Search
2002 - Contextual2004 - Exchanges
2005 - Lead Generation2006 - Behavioral
2008 - SOCIAL
Evolution of Online Advertising
Source: Seth Goldstein, CEO, socialmedia
11
MediaAdvertisingNetworkingMarketing
SOCIAL
12
Depends on interactionBuilt around discussion and participation
Uses technology as a conduit
How does it differ from traditional media?
13
"Right now, your customers are writing about your products on blogs and recutting your
commercials on YouTube.
They're defining you on Wikipedia and ganging up on you in social networking sites like Facebook.
These are all elements of a social phenomenon -- thegroundswell -- that has created a permanent, long-
lasting shift in the way the world works.
Most companies see it as a threat. You can see it as an opportunity."
14
Quote
15
“Word of Mouse”
16
“In the era of social media, people use technologies to get what they need from each other, not
traditional institutions.”
Groundswell: Winning in a World Transformed by Social Technologies ,2008, Harvard UPCharlene Li & Josh Bernoff
17
What are you doing to facilitate that process?
18
Quote
19
“The funnel has outlived its usefulness as a metaphor” (because people learn
from each other now). -Groundswell
20
Quote
21
“The funnel” assumes that colleges and universities control the information
students use to make decisions
22
23
24
Quote
25
“Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences,
perspectives and media themselves.”
From Wikipedia, the free encyclopedia
26
Spoiler Alert:Social Media is not about
technology.
27
User-generated contentProducer-consumer
The power of wikinomics
The Social Media Revolution
28
Not about streaming video and corporate blogsNot about specific technologies
The Social Media Revolution
29
It’s about people’s desire to connect with each other.
30
31
32
33
34
Major brands are using social media components like custom applications to both engage and entertain.
They are not banner adsThey are used to connect and drive interest
35
FedEx “Launch a Package”
36
100,000 installs in 72 hours200,00 installs in 6 days
50% of users returned more than 10 times after initial installLess than 10% uninstalled after initial visit
Global audience in more than 200 countries
So what happened?
37
What are the risks?
38
May 2007 Millersville U student denied Education degree because of
photos on MySpace promoting underage drinking
39
“Among those was a picture of her pointing a stick toward her daughter and a Hispanic man.
The caption underneath the picture reads that Eshbach had to ‘beat off the Mexicans with a stick’ because they were constantly flirting with my daughter."
The president has issued a statement noting that she’s taken down her profile.”
Source: CampusProgress.org, October 2007
Dr. Janet Dudley-EschbachPresident of Salisbury University in Maryland
40
A recent survey found that 47% of college grad job seekers who use social networking sites such as MySpace and Facebook
have either already changed or plan to change the content of their pages
as a result of their job search.
CollegeGrad.com, 2006
41
A Tale of Two “Facebooks”
42
“It's a pretty safe bet that all marketers now know engaging in social media can be a gamble.
But the question is whether opting out is really a choice.”
Social Marketing Do’s and Don’ts, ADWEEK, October 8, 2007
43
Can’t we just ignore it?
44
Maybe.
But at a cost.For now.
Trends show skyrocketing use.
45
Social media campaigns can be targeted:
AgeGender
Political ViewsReligious Affiliation
ActivitiesLocation
46
Consider what happens when your competitors harness the
power of social media(while you cling to “traditional” methods)
47
76% of US college marketers say they plan to use SM strategies like
viral campaigns and video contests
Source: Academica Group, 2008
48
Target your audienceProvide a unique value
Think viralMeasure success with analytics
Message and notify (email)
A Successful Strategy
49
Not your mamma’s marketing and PR;)
Don’t obsess about being “on message”Don’t break the bank
Don’t force itDon’t be afraid to try
DO tell your story authenticallyDO make it easy to share with friends, family, colleagues, etc.
Source: Adrienne Bartlett, 2008 ;)
50
Getting started“Tapping In”
Determine your objectivePutting it all together
Part II
51
So how do you start?
52
Social media can start a firestorm of criticism.
Cautiously.
If you have enthusiastic supporters, they will rally to your defense.
Better to have your message reflected, than be silent (in most cases).
53
ListeningSpeaking
What’s your objective?
EnergizingSupportingEmbracing
54
Prospects, applicants, current students and alumni are already talking about you online.
Pay attention -- there’s no excuse!Free feedback -- close the loop
Are you listening?
55
Google Alerts
56
Technorati (blog search)
57
del.icio.us search
58
YouTube search
59
Facebook “Lexicon”
(A tool that allows you to see the buzz surrounding different words and phrases on Facebook)
60
Ready to speak?
61
“With and for, NOT at or to.”
Seth Godin
62
The Social Web is About Life Experiences
63
BlogsSocial Networks
Private CommunitiesAudio/Video
Podcasts
Ways to speak
64
Use social technologies to energize, support and embrace
the Groundswell
65
Blogs & DiariesEntries should be short
More than just text - add pictures!
The best bloggers have interesting things to tell
Set expectations - don’t censor
Encourage interaction through comment posts
Offer RSS feed option
66
67
68
“message from ben and matt”
69
Social NetworksSingle location for sharing, connecting
and meeting online.
70
71
Quote
72
Quote
73
What people do today on social networks
74
“Hanging out on the web”
75
76
77
78
79
80
Facebook users by country
Source: O’Reilly Media, 2008
81
Facebook users by region
Source: O’Reilly Media, 2008
82
Other Facebook Demographics
Source: O’Reilly Media, 2008
83
Academica Group, 2008
84
85
86
87
88
Where your prospects want you Establish a Facebook Page
Join Facebook groups Comment on blog postings
Register on SkoolPool Post official videos on YouTube
Link to your website, recruitment microsite or other social network
Be where they want you.
89
Support with effective, targeted email campaigns.
90
91
92
93
94
95
The next level
96
PodcastsiTunesUYouTube
Your own websiteProvide feeds (RSS)
Stream Audio/Video
97
Eduventures, 2007
98
The “YouTube” RevolutionVideo “FAQ”
Welcome from President/DirectorContests
VIRALITY
Provide as much video content as possible
99
http://www.realviewtv.com/online/agnesscott/index.html100
101
102
103
Will it Blend?
104
What can we learn?4,925,289 views as of 7/8/08
Demonstrates key points“Cult-ivate” a following
Entertaining and memorable Huge awareness for virtually no cost
105
PodcastingDo other things well first
Consider time to record, produce and host
Determine frequency you can commit to
Make it real (um’s and ah’s are ok)
Promote it on iTunes
106
Quote
107
108
What are Universities Doing?Still in “testing” mode
Effectiveness is still unknown
Interviews/Roundtable DiscussionsWhat’s Happening
Sports, Music, Department “Talkshows”Events & Presentations
Keynote Addresses
109
110
RSS“Really Simple Syndication”
Syndicate Content in Various Forms
111
112
Benefits to RSSReader controls when, how & where they read your content
Reader is notified when new content is available Content is delivered (as opposed to email spam filters)
Reader can filter, aggregate or ignore it if they wantContent is typically in an easy-to-read format
113
Helps conquer the clutter issue
114
What to look for...
115
“Feeds” for affinity groups, such as, students, parents, customers, etc. are especially effective for pushing out content for specific audiences,
much like that which is published in newsletters.”
The Lawlor Group “Focus” June 2007
116
117
Some Great Ideas:
Feed to release emergency information
Feed to relay updates to policies, programs or events
118
Your Website:Where it all comes together.
119
120
Quote
121
Quote
122
http://www.ius.edu/liveoncampus/
123
124
125
126
127
128
129
130
Why Social Marketing?More visitorsMore engaged
More time spent on your siteMore viral components
More returnersMore loyalty
More likely to enroll?131
132
Find some blogs that interest you Comment on some postsBuild a Facebook profile
Watch most-watched YouTube videos Share pics with Flickr or PhotoBucket
Tag with Del.icio.us
How can you keep up?
133
1. Listen. 2. Offer opportunities to share/comment/interact/upload3. Invite participation -- give visitors a voice!4. Include viral components (keep them coming back)5. Answer the “what’s in it for me?” question6. Give up some control
6 Ways to embrace social media:
134
A final word about authenticity...
135
Adrienne’s Bookshelf
136