ucas - what is social media? plenary session michelle goodall
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What is social media?
Michelle Goodall
Social media consultant and trainer
goodallster@gmail.com 07977 418 630
Linkedin.com/in/michellegoodall
@greenwellys
Delicious.com/greenwellys
Me
© Michelle Goodall, Oct 2010
Internet evoluLon
Source: Alistair Bruce, Google © Michelle Goodall, Oct 2010
So what is social media? “Any tool or service that uses the internet to facilitate conversa3ons”
Brian Solis
Conversa)on: Tools or plaRorms that allow anyone/everyone to share informaLon or
engage in conversaLon
Network: Social media is a phenomenon which creates a
personalised network for sharing digital content
Community: Set of updated communicaLon tools that allow us to build new communiLes at a Lme when our local community has almost been
lost
Empowering: Social media is an online
renaissance empowering
people to facilitate conversaLons around shared
ideas
A Radical Shi> in Communica)on: The radical shiU from one-‐way broadcast type
communicaLons to dialog and conversaLon using web based tools
Real-‐)me: Social Media is on-‐demand, real Lme interacLon, that uses technology to enable genuine engagement with others around media vs. simply sharing data with
them
Content Distribu)on: Social media consists of online technologies that
facilitate the creaLon and distribuLon of content
Source: Mashable, July 2010, Reader Responses to “What is Social Media?” © Michelle Goodall, Oct 2010
Another perspecLve…
Source: What the F**K is social media? © Michelle Goodall, Oct 2010
In reality it’s stuff we use every day..
© Michelle Goodall, Oct 2010
And interesLng new technologies
© Michelle Goodall, Oct 2010
We all use it differently….
Emma: Age 33: North West London
Faheem: Age 18: St Albans
Forrester Social Technographics ladder © Michelle Goodall, Oct 2010
But we’re definitely using it….
1 in every 6 mins spent on web in UK on social networks/blogs
Source: Nielsen Online, Mar 2010 © Michelle Goodall, Oct 2010
What social media isn’t…
© Michelle Goodall, Oct 2010
Benefits of using social media Gen Y students use it insLncLvely – and don’t call it social media – You’re using the channels they expect you to use
Enables insLtuLons to have a more conversaLonal tone and engage with mulLple stakeholders in relevant channels
Enables students to idenLfy with the insLtuLon and other students from the very first touch point…. “people like me…”
Enables insLtuLons to co-‐opt staff, exisLng and former students to provide realisLc image of the insLtuLon, its people and environment
what prospecLve students want from a University website © Michelle Goodall, Oct 2010
AdopLon in UK
1%
11%
3%
6%
7%
18%
20%
21%
22%
24%
28%
48%
55%
56%
0% 10% 20% 30% 40% 50% 60%
Other
None
Virtual world activity
Social gaming
Use of location-based platforms
Creation of widgets
Use of social news sites
Creation of podcasts
Use of social bookmarking sites
Creation of mobile applications
Ratings and reviews
Corporate or brand blog
Creation of video / use of video-sharing sites
Social network profile creation and management
Source: Econsultancy’s 3rd annual online pr and social media report © Michelle Goodall, Oct 2010
Main social channels used
Source: Econsultancy’s 3rd annual online pr and social media report
83% 80%
58% 51%
23%
Twitter Facebook YouTube LinkedIn Wikipedia © Michelle Goodall, Oct 2010
Common Barriers
© Michelle Goodall, Oct 2010
It’s not just Social media MARKETING
Source: Econsultancy’s 3rd annual online pr and social media report © Michelle Goodall, Oct 2010
How to do it right…
© Michelle Goodall, Oct 2010
Planning
Online research Audience and stakeholder analysis
Channels, content, themes
InsLtuLon -‐ Strategic Insight
Social Media Strategy ObjecLves
Audiences
Channels, Tools and TacLcs
KPIs/metrics
Timing
Delivery
Evaluate/Measure
Monitoring
DisseminaLng InformaLon
Gathering Insight Responding
Share CollaboraLng
Monitoring
Leadership
Resource Skills
Culture ObjecLves
Vision and Values
Policies/guidelines
Content
© Michelle Goodall, Oct 2010
It took this long to get to the tools…
Source: The ConversaLon Prism © Michelle Goodall, Oct 2010
Listen/Research Step 1. Define, refine monitoring keywords/ phrases
Step 2. Snapshot Tools Step 3.
Set up alerts and feeds Step 4.
Set up and manage in RSS reader Step 5.
Tweak keyphrases
© Michelle Goodall, Oct 2010
No shortage of free tools
© Michelle Goodall, Oct 2010
Create
© Michelle Goodall, Oct 2010
Create
© Michelle Goodall, Oct 2010
Collaborate
© Michelle Goodall, Oct 2010
Collaborate
© Michelle Goodall, Oct 2010
Share
© Michelle Goodall, Oct 2010
Set strategy, select tools and channels appropriately….
© Michelle Goodall, Oct 2010
Avoid the tumbleweed of empty and under-resourced channels…
What next?
LocaLon, locaLon, locaLon….
Useful arLcle about protecLng your/ student privacy
© Michelle Goodall, Oct 2010
Thanks…. What is social media?
Michelle Goodall
Social media consultant and trainer
goodallster@gmail.com 07977 418 630
Linkedin.com/in/michellegoodall
@greenwellys
Delicious.com/greenwellys
© Michelle Goodall, Oct 2010
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