@andrewcareaga • @MissouriSandT • #Sizzler10 • July 20, 2010

Social media:Beyond the basics

http://slideshare.net/andrewcareaga

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!

S&T’s social media history

◦2006◦ Google Video

(then YouTube)◦ Visions research blog

◦2007◦ Name Change Conversations◦ eConnection◦ “Hello” campaign◦ Facebook, Twitter

◦2008◦ Spacebook blog

◦2009◦ Facebook, YouTube, Twitter,

LinkedIn

Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder

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

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500000

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951,063

1,586,915 Jack Dorsey fol-lowers

New York Times subscribers

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

Social media (r)evolutionthe last 12 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?’

Social media: still growing up

1999 2010

Blogger Wikipedia Facebook Twitter Foursquare

In a revolution,kings lose their heads.

… therefore, think like a peasant.Dan Forbush, founder of Profnet, 1996

Who’s doing what online?

Gary Hayes,personalizemedia.com

www.personalizemedia.com/garys-social-media-count/

The Groundswell social media ladder

Source: Forrester Research; Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (2008). Ladder updated Jan. 19, 2010, to include “Conversationalists” (forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html)

Creators (24%)

Critics (37%)

Collectors (20%)

Joiners (59%)

Spectators (70%)

Inactives (17%)

Conversationalists(33%)

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

But before you dive in…

Are you ready?• Research• Planning• Resources

Cartoon courtesy of @debrasanborn

Research

Your audience (alumni)• Demographics • Psychographics• Socialgraphics – What are they

doing online?

Research: Socialgraphics

1. Where are your alumni 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 alumni use social media

in the context of your institution?Adapted from Charlene Li and Jeremiah Owyang, Social Strategy: Getting Your Company Ready,” April 14, 2010(www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final)

We believe that by following back each alumnus who follows the association or its staff, and encouraging alumni to connect with fellow followers, schools and alumni associations can deploy Twitter as a community-building tool.

http://alumnifutures.typepad.com/files/af_whitepaper_alumni_networks_twitter.pdf

The social media audit

• What is your institution currently doing in social media?

• Who are your internal experts? (Identify and involve them.)

Planning: Moving forward

• Develop your social media plan• Social media policies/guidelines• Responding in a crisis

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, frequent Communication

• Relationship 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 (in your department, association, etc.)?

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?

Policies or guidelines?

I’m on the fence. ... In some sense, working without one allows more freedom because those who would sign off on a policy would limit what could be discussed and think they hold the right to delete or squash things because they fear negative comments or open dialog. But then again, having a clear policy with the understanding of the medium could foster a stronger integrated campuswide presence because it could be enforced that we all play by the same rules.

Policies or guidelines?

I advocate for guidelines…which remind users that all of the existing policies regarding confidentiality, professional behavior, etc., also apply when using social media. Policies must go through much heavier levels of executive scrutiny and are therefore less flexible to change. Since the rules of social media are still evolving (see also Facebook over the past month), that flexibility is helpful in providing meaningful counsel to campus clients.

Policies or guidelines?

Do a policy document and guidelines have to be mutually exclusive? I don’t think they do. A school SHOULD have an overarching policy document on electronic information, sharing, and/or privacy and social media should be discussed. But, as a benefit to the members of the institution, guidelines should be made available (included in the policy document) to instruct and inform.

Policies or guidelines?

Institutions should have social media POLICIES for the INSTITUTION. The guidelines are for the HUMAN BEINGS.

‘I prefer the concrete, the graspable, the provable.’

Mr. Spock“The Return of the Archons”

‘Sometimes a feeling is all we humans have to go on.’

Capt. Kirk, “A Taste of Armageddon”

Structured openness and sandbox covenants

‘Covenants are promises that people make with each other, which differ from traditional corporate policies and procedures that dictate how things will operate within organizations.’

Charlene LiOpen Leadership

Guiding principles• Empower faculty and staff to use social media

to further the institution’s communications, marketing or strategic goals

• Make it easy for them to use social media for the above purposes

• Reinforce or expand on existing policies to ensure the university is protected

The elements of social media policies/guidelines1. Introduction to social media – What is it?2. Purpose – Why a policy? (Or guidelines,

principles, covenant, etc.)3. Reference and link back to other relevant

policies and guidelines4. Define official social media presence, usage,

management, etc.5. Outline best practices

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/

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.

The social media cheat sheet

The social media cheat sheet

3. Understand your audience

Create a social media listening post

• Google news/blog alerts

• Twitter search• Active

monitoring

Listening tools: Hootsuite

Have you met your Wikipedia editor?

Here’s ours

Listen + respond + add value + do good

Twitter saves the day!

Source: Charlene Li and Jeremiah Owyang, “Social Strategy: Getting Your Company Ready,” April 14, 2010(www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final)

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, doteduguru.com blogger

What’s next?

Social media goes mobile

What’s next?

Social media goes mobile + local

Nearby tweets

What’s next?

Augmented reality

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

Location as platform

• Rewards for Foursquare “check-ins”

• Special offers at alumni events, athletics, etc.

• Create “tips” to highlight campus history, unique features

• Virtual tours as games

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

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