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![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 ParkMissouri School of JournalismSource: MU News Bureau, “Use of Human Voice in Social Media Can Help Organizations Build Relationships,” May 18, 2011.](https://image.slidesharecdn.com/rollachamberjune222011-110624064628-phpapp01/75/Social-media-Making-it-work-for-you-28-2048.jpg)
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Social media: Making it work for you
The document discusses the impact of social media on business marketing, emphasizing its role as a key tool for increasing web traffic, building partnerships, and improving sales leads. It provides strategies for social media success, including listening to customers, adding value, and integrating social media into business planning. Additionally, it highlights the importance of a human touch in communication and offers insights into engaging customers through effective social media practices.
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Social media: Making it work for you
- 1. Social media: Makingit work for youRolla Chamber of Commerce | June 23, 2011@andrewcareaga | @MissouriSandT
- 2.
- 3. Source: Trevor Young, “Social media in a ‘tag cloud’ nutshell, Jan. 28, 2010 (trevoryoung.posterous.com/social-media-in-a-tag-cloud-nutshell)
- 4. Social media is…‘Ashift in how people discover, read and share news, information and content’ - Wikipediauser-generated
- 5. ‘architecture of participation’YouTube’sLife in a Day ProjectYouTube.com/lifeinaday
- 7. Source: HubSpot, 101Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)
- 11. Social media isnot…another marketing channel
- 12.
- 13. merely an option2010Social 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. ‘One in threebusiness owners say that social media helps them to close business.’ Increases web traffic
- 15. Opens opportunitiesto build new partnerships
- 16. Generates goodsales leads
- 17. 73 percentreported a significant rise in search engine rankings
- 18. 48 percentsaid 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)
- 19.
- 20. Commonly used socialmedia toolsSource: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011
- 21. Marketing isn’t goingto 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
- 22. Blendtec’s “Will ItBlend?” videos on Youtube: www.youtube.com/user/Blendtec
- 23. Amazon’s mp3 musicstream on Twitter: www.twitter.com/amazonmp3
- 24. vitaminwater on Facebook:www.facebook.com/vitaminwater
- 25. Old Spice Manon YouTube: www.youtube.com/user/OldSpice
- 26. Image via AnnaVignet, www.flickr.com/photos/annnna/2228189828/
- 27. Humanize your businessImagevia www.chilloutpoint.com/featured/human-and-robots-visions-of-the-future.html
- 28. Communicating in ahuman 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 ParkMissouri School of JournalismSource: MU News Bureau, “Use of Human Voice in Social Media Can Help Organizations Build Relationships,” May 18, 2011.
- 32. Connect with yourcustomers
- 34. Extend your reachImagevia msspider66 www.flickr.com/photos/msspider66/44397492/
- 35. Jack Dorsey: St.Louis native, Missouri S&T alum, Twitter co-founder
- 36. Jack Dorsey hasmore 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
- 37. Put yourself incontrolImage via Ben McLeod www.flickr.com/photos/benmcleod/523653908/
- 39. Diving in …‘Likeskydiving, a lot of learning comes from doing.’Brad J. Ward, co-founder, BlueFuego.com, “Skydiving Into the Social Web,” Squaredpeg.com, Jan. 6, 2010
- 40. But before youdive in…Are you ready?ResearchPlanningResourcesCartoon courtesy of @debrasanborn
- 41. ResearchWho are yourcustomers?What are they doing online?Where are they going online?
- 42. Research: SocialgraphicsWhere areyour 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)
- 43. 5 keys tosocial media successListenAdd valueRespondDo good thingsKeep it realAdapted 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/
- 44. Create a socialmedia listening postGoogle news/blog alerts
- 45.
- 46.
- 47.
- 48. TweetdeckThe value oflistening“Listening to our customers has always been at the heart of what we do.”Kerry BridgeHead of digital media communications for Dell
- 50.
- 51.
- 52. Listen + respond+ add value + do good
- 53.
- 58. The social mediaauditWhat is your business currently doing in social media?Who are your internal experts? (Identify and involve them.)
- 59. Planning: 4 stepsDevelopa planIntegrate it
- 60. Know what’s alreadyworkingBeware the bandwagonUnderstand your audience(s)Feed your social media beast
- 61. Integration: what’s alreadyworking? Campus visits/summer campsMore than 70% applyAbout 61% enroll@ 25% of freshmen attend at least one summer programTele-counselingIncreases attendance at high school visits, receptions, etc.Consistent, frequent communication
- 62. Relationship buildingTrust levelsamong prospective studentsSource: Hobsons Domestic Research Report 2009-2010, cited by KarlynMorissette, www.doteduguru.com, Oct. 22, 2009
- 63. A four-step approachDevelopa planObjectives
- 64.
- 65.
- 66.
- 67. Content (type andsource)
- 68.
- 71. Management and resourcesWhois the social media “owner” in your business?How do you allocate time and staffing?
- 72.
- 73.
- 74.
- 75.
- 76.
- 77.
- 78.
- 79. Combination?Finding your businessvoiceSource: Stephanie Schwab, “Finding Your Brand Voice,” SocialMediaExplorer.com, March 31, 2011
- 80. Source: Stephanie Schwab,“Finding Your Brand Voice,” SocialMediaExplorer.com, March 31, 2011
- 81. Guiding principlesEmpower employeesto use social media to further your business goalsMake it easy for them to use social media for that purposeReinforce or expand on existing policies to make sure your business is protected
- 82. A four-step approachDevelopa planIntegrate it
- 83. Know what’s alreadyworkingBeware the bandwagonUnderstand your audience(s)Feed the beast
- 84. Commonly used socialmedia toolsSource: 2011 Social Media Marketing Industry Report, Social Media Examiner, April 2011
- 85. The social mediacheat sheetwww.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
- 86. The social mediacheat sheetwww.thenextweb.com/shareables/2010/03/07/the-social-media-cheat-sheet/
- 87. Source: Charlene Liand Jeremiah Owyang, “Social Strategy: Getting Your Company Ready,” April 14, 2010(www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final)
- 88. 4. FEED ME,SEYMOUR!
- 89. Source: HubSpot, 101Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)
- 90. Helpful hints: FacebookFacebookers“like” foodMost “liked” pages: movies, TV shows, books, musicians/bandsLeast “liked” pages: religious organizations, pets, bars, pharmaSharing video more effective on Facebook than TwitterClick-through rates are higher on weekendsSource: Dan Zarrella, “The Science of Social Media ,” smsci.danzarrella.com
- 91. Helpful hints: Facebook& TwitterNumbers matterBigger and louder works – to a pointAvoid “link fatigue”Stay positiveIt isn’t all about you (your business)Use combined relevanceHelp your audience look coolSource: Dan Zarrella, “The Science of Social Media ,” smsci.danzarrella.com
- 92. Promote your socialmedia presencePersonalized Facebook messages to your hometown network
- 93. Street team offans to spread the word in their own networks
- 94. Promote through yournewsletter, on your website, in your blog, etc.
- 95. Promote in allprinted materials (brochures, business cards, etc.)
- 96. Promote in youremail signature
- 97.
- 98.
- 99. What’s next?Social mediagoes mobile
- 100. Source: Cliff Kuang,“Infographic of the Day: 15 Facts About the Internet In 2015,” www.fastcodesign.com/1663953/infographic-of-the-day-15-facts-about-the-internet-in-2015
- 101. What’s next?Social mediagoes mobile + localNearby tweets
- 102. Location as platform“Ina 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
- 103. Location as platformRewards for Foursquare “check-ins”
- 104. Special offersto social media users
- 105. Create “tips”to highlight history, unique features
- 106. Virtual toursas games
- 107.
- 108. Don’t be afraidto fail
- 109. Its easy toget stuck in the past when you are trying to make a good thing last-Neil Young12/21/2012Courtesy of Mark Greenfield (@markgr)
- 110. Thank you!Andrew Careagaabout.me/andrewcareagaTwitter:@andrewcareaga
Editor's Notes
- #22 So – I was asked to address a couple of points: First, why are blogs important for colleges and universities? I have four reasons.
- #63 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)