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Andrew Careaga
Andrew Careaga

Presentation to Cuba (Mo.) Chamber of Commerce, Oct. 18, 2010.

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Social Media Tools for Small Business Cuba Chamber of Commerce | October 18, 2010 Presented by: Andrew Careaga Missouri University of Science and Technology
www.slideshare.net/andrewcareaga
What’s your digital IQ?
Social media is… ● Wikipedia: ‘a shift in how people discover, read and share news, information and content’ ● user-generated ● ‘architecture of participation’
Social media is not… ● another marketing channel ● a substitute ● merely an option ● a complete waste of time
Social media is… social!
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)
‘One in three business owners say that social media helps them to close business.’ ,[object Object]
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 expenses2010 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)
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
Blendtec’s “Will It Blend?” videos on Youtube: www.youtube.com/user/Blendtec
Amazon’s mp3 music stream on Twitter: www.twitter.com/amazonmp3
vitaminwater on Facebook: www.facebook.com/vitaminwater
Old Spice Man on YouTube: www.youtube.com/user/OldSpice
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
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 Who are your customers? What are they doing online?
Research: Socialgraphics Where are your customers online? What are their social behaviors online? What social information or people do they rely on? What is their social influence? 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)
The social media audit What is your business currently doing in social media? Who are your internal experts? (Identify and involve them.)
Planning: 4 steps Develop a plan ,[object Object]
Know what’s already workingBeware the bandwagon Understand your audience(s) Feed the beast
Integration: what’s already working? ,[object Object],More than 70% apply About 61% enroll 26% of 2009 freshmen attended at least one summer program ,[object Object],Increases attendance at high school visits, receptions, etc. ,[object Object]
Relationship building,[object Object]
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.edu St. 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 Develop a plan ,[object Object]
Measures (metrics)
Management
Resources
Content (type and source)
Promotion,[object Object]
Management and resources Who is the social media “owner” in your business? How do you allocate time and staffing?
Social media content Type ,[object Object]
User-generated?
Tone?
Frequency?
Interactive!
Responsive!Source ,[object Object]
Personal?
Combination?,[object Object]
5 keys to social media success Listen Add value Respond Do good things 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 Develop a plan ,[object Object]

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Cuba chamber 10 18-10

  • 1. Social Media Tools for Small Business Cuba Chamber of Commerce | October 18, 2010 Presented by: Andrew Careaga Missouri University of Science and Technology
  • 4. Social media is… ● Wikipedia: ‘a shift in how people discover, read and share news, information and content’ ● user-generated ● ‘architecture of participation’
  • 5. Social media is not… ● another marketing channel ● a substitute ● merely an option ● a complete waste of time
  • 7.
  • 8. 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)
  • 9.
  • 10. Opens opportunities to build new partnerships
  • 11. Generates good sales leads
  • 12. 73 percent reported a significant rise in search engine rankings
  • 13. 48 percent said social media reduced their overall marketing expenses2010 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)
  • 14. 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
  • 15. Blendtec’s “Will It Blend?” videos on Youtube: www.youtube.com/user/Blendtec
  • 16. Amazon’s mp3 music stream on Twitter: www.twitter.com/amazonmp3
  • 17. vitaminwater on Facebook: www.facebook.com/vitaminwater
  • 18. Old Spice Man on YouTube: www.youtube.com/user/OldSpice
  • 19.
  • 20. Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder
  • 21. 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
  • 22. 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
  • 23. But before you dive in… Are you ready? Research Planning Resources Cartoon courtesy of @debrasanborn
  • 24. Research Who are your customers? What are they doing online?
  • 25. Research: Socialgraphics Where are your customers online? What are their social behaviors online? What social information or people do they rely on? What is their social influence? 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)
  • 26.
  • 27.
  • 28.
  • 29. The social media audit What is your business currently doing in social media? Who are your internal experts? (Identify and involve them.)
  • 30.
  • 31. Know what’s already workingBeware the bandwagon Understand your audience(s) Feed the beast
  • 32.
  • 33.
  • 34. 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
  • 35. The best ever blog: http://bestever.mst.edu St. Pat’s Flickr site: http://www.flickr.com/stpatsbestever
  • 36.
  • 37. 140 years of campus history in under 4 minutes (www.youtube.com/MissouriSandT)
  • 38.
  • 39.
  • 44.
  • 45.
  • 46. Management and resources Who is the social media “owner” in your business? How do you allocate time and staffing?
  • 47.
  • 49. Tone?
  • 52.
  • 54.
  • 55. 5 keys to social media success Listen Add value Respond Do good things 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/
  • 56.
  • 57. Know what’s already workingBeware the bandwagon Understand your audience(s) Feed the beast
  • 58. 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.
  • 59. The social media cheat sheet www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
  • 60. The social media cheat sheet www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
  • 61.
  • 63.
  • 64. Listen + respond + add value + do good
  • 66. Source: Charlene Li and Jeremiah Owyang, “Social Strategy: Getting Your Company Ready,” April 14, 2010 (www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final)
  • 67. 4. FEED ME, SEYMOUR!
  • 68. What’s next? Social media goes mobile
  • 69. What’s next? Social media goes mobile + local Nearby tweets
  • 70. 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
  • 71.
  • 72. Special offers to social media users
  • 73. Create “tips” to highlight history, unique features
  • 74.
  • 75. Thank you! Andrew Careaga Director of Communications Missouri University of Science and Technology acareaga@mst.edu Twitter: @andrewcareaga or www.twitter.com/andrewcareaga Higher Ed Marketing blog: http://highered.prblogs.org

Notas do Editor

  1. ANDY – These are the guiding principles for developing a social media policy(The last point about protecting the university extends to its brand identity as well)