2. Social Media Update
• James Stewart
• SMU Cox Digital Marketing Director
• Career split between ad agency side/client side
• Autos and Telcos
• Why Social Media
• What users want
• What brands get
• Which Social Media (media landscape)
• How Social Media (for Cox School)
• Extending the Social and Content Link
• A new tool box
2
5. In other words
• I may learn something very cool from Ulrike
Schultze (PhD) but I make a choice based on the
advice of Ally Phillips (BFF)
6. Why social? – part 1
The great news is, we (Cox) can enhance people’s
experience in nearly all these.
7. Why social? – part 1b
“Social media presents an opportunity for
direct access to the people outside the
company whom we now know control its
brand, its fortune and its fate.”
Mike Troiano
Founding CEO, Ogilvy & Mather Interactive
Principal, Holland-Mark, Boston
Cornell, Harvard Business School
8. Social Marketing Landscape
It's interesting that Twitter—used by b-to-b
marketers almost as thoroughly as they
use LinkedIn and Facebook when all social
channels are considered—falls well below
those two as the single most favorite social
media channel.
9. Social Marketing Landscape
It's interesting that
Twitter—used by b2b
marketers almost as
much as they use
LinkedIn and
Facebook —falls well
below those two as
the single most
important social
media channel.
12. Leveraging Two Leading Social
Networks
= Your Virtual and Viral Personal Portfolio
(you and your “band” of friends sharing experiences)
&/or
= Your Virtual and Viral Professional Persona
(showcasing and managing your “pinstripes brand”)
13. Facebook Fan Page
Facebook.com/smucox Page advertised @ launch 11.1.09 to
Fan Page ‘likes’ create a FB SMU Cox grads on Facebook. Has
relationship similar to a ‘friend’ grown organically and steadily since
14. Why social? – part 2
On average, smiling
Facebook members
reported 15 percent
more close friends
than their dour peers
According to an analysis of
Facebook, people who
smiled in their profile photos
tended to cluster with other
smilers
Emotions spread
especially well
through the online
network, so it’s a
good bet this person
will eventually post a
smiling portrait
15. Action item 1 - cheer up
On average, smiling
Facebook members
reported 15 percent
more close friends
than their dour peers
According to an analysis of
Facebook, people who
smiled in their profile photos
tended to cluster with other
smilers
Emotions spread
especially well
through the online
network, so it’s a
good bet this person
will eventually post a
smiling portrait
17. B-School Presence on LinkedIn
• Unofficial census b-schools using LinkedIn Groups search
• 2,300+ groups: range from 6,388 to 2 members
• Institution vs. alumni/student/constituent “owned”
• We migrated existing groups from alums to Cox two years ago
• SMU Cox MBA Alumni – 2,794 Members
• SMU Cox School of Business – 2,165 Members
• MSA Alumni Subgroup - 205
18. LinkedIn SMU Cox MBA Alumni – exclusively
for Cox MBA alums.
Pre-approvals for MBA grads with
same e-mail address in Cox database
and Linked In
All other approvals completed Friday
of each week
Non-qualifiers directed to;
SMU Cox School of Business LinkedIn
‘open’ group
Pre-approvals for all grads with same
e-mail address in Cox database and
Linked In
Other request cleared weekly
Will include regional sub-groups and
corresponding event info.
21. A simple, useful presence via
coxalums.com
• Alumni Users can view events, contacts,
additional pages, search the directory, participate
in discussion groups, view useful links, join the
club, and see current volunteer opportunities.
• Leaders have the same access as the alumni
user but they also have limited administrative
privileges such as creating websites and
deciding the content of the website. Leaders can
only manage content that is specific to their
affinity group.
