social media: the road ahead (leadership phelps county)

Social media: the road ahead

Leadership Phelps CountyAndrew Careaga – Missouri S&T CommunicationsJune 12, 2014

Image by Jason Howie (www.flickr.com/photos/jasonahowie)

The only note you’ll need to take today:

www.slideshare.net/andrewcareaga

Image by Jason Howie (www.flickr.com/photos/jasonahowie)

Digital selfie Director of Communications at

Missouri S&T since 2004 (on S&T staff since 1991)

Journalism background Co-manage university’s social

media presence Twitter & Facebook <- mainly YouTube, Instagram, Flickr, LinkedIn

Blogger (Higher Ed Marketing – andrewcareaga.wordpress.com)

Twitter fanatic (@andrewcareaga) Tweeting about:

#highered#music#stlcards

Image by Chris Lott (www.flickr.com/ photos/fncll)

Thanks to Justin Roberts, UM System, for the graphic!

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… just another

marketing/communication channel

a substitute for other marketing/ communication

merely an option

a complete waste of time

Most importantly,social media is…

…. social!

A few seconds on the Internet

Source: Caroline Moss, “Here’s What Happens on the Internet in Just 5 Seconds,” Business Insider, June 2, 2014 (www.businessinsider.com/internet-in-real-time-2014-6)

meme (meem)1. ‘An idea, behavior, or style that

spreads from person to person within a culture.’

2. A unit for carrying cultural ideas, symbols or practices.

Source: Wikipedia (naturally)

Some popular Internet memes

Doge (pronounced dohj)

‘The Missouri University of Science and Technology just won April Fool’s Day.’

Wired Tumblr(wired.tumblr.com)April 1, 2014(27,006 “likes”)

Results: Web traffic spiked

April 1, 2014 413,556

pageviews 371,538 (@90%)

from off-campus

How they found us

Facebook

Reddit

Google

Twitter

Tumblr

Gawker

Facebook mobile

UK Telegraph

UK Guardian

0 5,000 10,000 15,000 20,000 25,000 30,000

Off-campusAll visits

Social media reach: Facebook

Social media reach: Twitter

• 168 mentions of @MissouriSandT• 120 retweets• Total reach: 393,321• Retweet reach: 33,764

SO WHAT?

Source: HubSpot, 101 Awesome Marketing Quotes (www.hubspot.com/101-marketing-quotes/)

Missouri S&T’s social media strategy

Objectives MeasuresExtend 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”•RTs, @s

Missouri S&T’s social media strategy(continued)

Objectives MeasuresProvide 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

Creating a social media strategyGOALS/AUDIENCE MEASUREMENT (KPIs) BEST PRACTICES

GOAL 1 Post what your audience wants to hear

GOAL 2 Maintain a (conservative) schedule

GOAL 3 Vary your content

GOAL 4 Use calls-to-action

Keep it casual

Monitor and respond

Stay positive

Integrate with other marketing

There is no viral button

Organic beats programmed every time

The social media audience…

Wants snackable content Expects personalized channels Multi-tasks. Constantly. Wants what’s near, new and now Has an audience Uses social media for self-

actualization

Source: Kristina Jonathan, “The Evolving Social Media Landscape,” in 2013: Ten Digital Trends (trends.clickhere.com/the-evolving-social-media-landscape)

Five rules for social media success

1. Listen2. Add value3. Respond (when

appropriate)4. Do good things5. Be real

Helpful hints

• Most “liked” Facebook pages: movies, books, musicians/bands

• Least “liked” pages: religious organizations, pets, bars, pharma

• Sharing videos more effective on Facebook than Twitter

• Click-through rates are higher on weekends

Source: Dan Zarrella, “The Science of Social Media” (smsci.danzarrella.com)

More helpful hints

• Numbers matter• Bigger and louder works – to a point• Avoid “link fatigue”• Stay positive• It isn’t all about us• Use combined relevance• Help your audience look cool

Source: Dan Zarrella, “The Science of Social Media” (smsci.danzarrella.com)

I IdentityM Mom RuleP PositivityA Add ValueC CareerT Think

Adapted from Fieldhouse Media

Getting personal on social media: Rules to live by

House rule No. 1

Don’t be evilPhoto: “Devil,” by elycefeliz on Flickr

House rule No. 2

Don’t be dumbPhoto: “Jester,” by Susan Averello on Flickr

“What happens in Vegas stays in Vegas; what happens on Twitter stay on Google forever!”

Jure KlepicSocial media guy

Image: “Google Logo,” by SEO on Flickr

Thanks!

Twitter: @andrewcareagaFacebook: facebook.com/andrewcareagaLinkedIn: linkedin.com/andrewcareaga

Image by Jason Howie (www.flickr.com/photos/jasonahowie)