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Social Media and Marketing: One Practitioner's Perspective

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Andrew Careaga
Andrew Careaga

Presentation delivered to Missouri Association for Career and Technical Education on July 27, 2011, at the MoACTE conference in Springfield, Missouri.

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Social media and marketing: One practitioner’s perspective ,[object Object],[object Object],[object Object],@andrewcareaga @MissouriSandT
www.slideshare.net/andrewcareaga
How digitally connected are you?
Source: Trevor Young , “Social media in a ‘tag cloud’ nutshell,” Jan. 28, 2010 (trevoryoung.posterous.com/social-media-in-a-tag-cloud-nutshell)
Social media is… ,[object Object],[object Object],‘ A shift in how people discover, read and share news, information and content’ - Wikipedia
Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)
 
 
 
 
Social media is not… ,[object Object],[object Object],[object Object]
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)
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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)
Social media’s Big Four
Commonly used social media tools Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011
Game-changer?
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
Image via Anna Vignet, www.flickr.com/photos/annnna/2228189828/
Humanize your business Image via www.chilloutpoint.com/featured/human-and-robots-visions-of-the-future.html
Communicating in a human voice adds a sense of personal and sociable human contact to the interaction with the public. … [P]erceived conversational human voice may promote trust, satisfaction, and commitment in relationships between an organization and the public, which in turn results in favorable behavioral intentions toward an organization. Hyojung Park Missouri School of Journalism Source: MU News Bureau, “Use of Human Voice in Social Media Can Help Organizations Build Relationships,” May 18, 2011.
 
 
 
Connect with your customers
 
Extend your reach Image via msspider66 www.flickr.com/photos/msspider66/44397492/
Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder
Jack Dorsey has more followers on Twitter (1,691,086) than The New York Times has subscribers (877,000) @jack followers on Twitter as of June 18, 2011; New York Times subscribers as of Sept. 30, 2010
Put yourself in control Image via Ben McLeod www.flickr.com/photos/benmcleod/523653908/
 
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… ,[object Object],[object Object],[object Object],[object Object],Cartoon courtesy of @debrasanborn
Research ,[object Object],[object Object],[object Object]
Research: Socialgraphics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
5 keys to social media success ,[object Object],[object Object],[object Object],[object Object],[object Object],Adapted from Aliza Sherman, “Revisiting 10 Golden Rules of Social Media,” Web Worker Daily, Jan. 5, 2010, www.webworkerdaily.com/2010/01/05/ revisiting-10-golden-rules-of-social-media/
Create a social media listening post ,[object Object],[object Object],[object Object],[object Object],[object Object]
The value of listening ,[object Object],[object Object],[object Object]
Listen + respond + add value + do good
Twitter saves the day!
 
The social media audit ,[object Object],[object Object]
Planning: 4 steps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Integration: what’s already working? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Source: Hobsons Domestic Research Report 2009-2010, cited by Karlyn Morissette, www.doteduguru.com, Oct. 22, 2009 Trust levels among prospective students
A four-step approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Objectives Measures Extend university reach and influence online by connecting and building relationships with key audiences (prospective students, current students, alumni, influentials) ,[object Object],[object Object],[object Object],Provide additional channels for audiences to communicate and interact with the university ,[object Object],[object Object],[object Object],[object Object]
Objectives Measures Provide additional channels for audiences to receive official university information ,[object Object],Monitor online reputation of the university in the social media sphere ,[object Object],[object Object]
Management and resources ,[object Object],[object Object]
Social media content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],Guiding principles
A four-step approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Commonly used social media tools Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011
The social media cheat sheet www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet /
The social media cheat sheet www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
Planning: 4 steps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
 
Helpful hints: Facebook ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Dan Zarrella, “The Science of Social Media ,” smsci.danzarrella.com
Helpful hints: Facebook & Twitter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Dan Zarrella, “The Science of Social Media ,” smsci.danzarrella.com
4. FEED ME, SEYMOUR!
Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)
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 Careaga about.me/andrewcareaga Twitter: @andrewcareaga

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Social Media and Marketing: One Practitioner's Perspective

  • 1.
  • 4. Source: Trevor Young , “Social media in a ‘tag cloud’ nutshell,” Jan. 28, 2010 (trevoryoung.posterous.com/social-media-in-a-tag-cloud-nutshell)
  • 5.
  • 6. Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)
  • 7.  
  • 8.  
  • 9.  
  • 10.  
  • 11.
  • 12. 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)
  • 13.
  • 15. Commonly used social media tools Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011
  • 17. 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
  • 18. Blendtec’s “Will It Blend?” videos on Youtube : www.youtube.com/user/Blendtec
  • 19. Amazon’s mp3 music stream on Twitter : www.twitter.com/amazonmp3
  • 20. vitaminwater on Facebook : www.facebook.com/vitaminwater
  • 21. Old Spice Man on YouTube : www.youtube.com/user/OldSpice
  • 22. Image via Anna Vignet, www.flickr.com/photos/annnna/2228189828/
  • 23. Humanize your business Image via www.chilloutpoint.com/featured/human-and-robots-visions-of-the-future.html
  • 24. Communicating in a human voice adds a sense of personal and sociable human contact to the interaction with the public. … [P]erceived conversational human voice may promote trust, satisfaction, and commitment in relationships between an organization and the public, which in turn results in favorable behavioral intentions toward an organization. Hyojung Park Missouri School of Journalism Source: MU News Bureau, “Use of Human Voice in Social Media Can Help Organizations Build Relationships,” May 18, 2011.
  • 25.  
  • 26.  
  • 27.  
  • 28. Connect with your customers
  • 29.  
  • 30. Extend your reach Image via msspider66 www.flickr.com/photos/msspider66/44397492/
  • 31. Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder
  • 32. Jack Dorsey has more followers on Twitter (1,691,086) than The New York Times has subscribers (877,000) @jack followers on Twitter as of June 18, 2011; New York Times subscribers as of Sept. 30, 2010
  • 33. Put yourself in control Image via Ben McLeod www.flickr.com/photos/benmcleod/523653908/
  • 34.  
  • 35. 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
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42. Listen + respond + add value + do good
  • 44.  
  • 45.
  • 46.
  • 47.
  • 48. Source: Hobsons Domestic Research Report 2009-2010, cited by Karlyn Morissette, www.doteduguru.com, Oct. 22, 2009 Trust levels among prospective students
  • 49.
  • 50.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55.
  • 56. Commonly used social media tools Source: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011
  • 57. The social media cheat sheet www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet /
  • 58. The social media cheat sheet www.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
  • 59.
  • 60.  
  • 61.  
  • 62.  
  • 63.  
  • 64.
  • 65.
  • 66. 4. FEED ME, SEYMOUR!
  • 67. Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)
  • 69. Don’t be afraid to fail
  • 70. 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)
  • 71. Thank you! Andrew Careaga about.me/andrewcareaga Twitter: @andrewcareaga

Notas do Editor

  1. So – I was asked to address a couple of points: First, why are blogs important for colleges and universities? I have four reasons.
  2. 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)