the rewards and risks of web2.0 q :is this social media stuff risky business? a : no way. what could...
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The rewards and risks of Web2.0
Q: Is this Social Media stuff Risky Business?
A: No way. What could possibly go wrong?
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It’s really just a tool
• Respect the fundamentals• One voice, one message
– The dialogue must be written
• Use data to establish direction• Remember, not everyone is equally ready
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Overview: Social Media
•The tools– The Web– Really Simple Syndication (RSS)– Blogs & Video blogs– Social Networks
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The Tools (continued)
– Social Networks•Facebook•Twitter•MySpace (but not so much anymore)•Sharing (Share This)
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Overview
•The Tools (continued)– Tracking tools
•Technorati•Google Search•Google Analytics
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The Web
• Everyone we deal with uses the web– The Electronic Newsroom
• Print• Broadcast• Online Outlets
– Your University Homepage– Google, Yahoo, AOL, MSN
• 140+ million visitors a month• 16 million to ABC, NBC, CBS & FOX• 30 million to CNN (online)
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The Web and NC State
• Approx. 70,000 people a day visit either– www.ncsu.edu– news.ncsu.edu
• More than 25 million a year are making the choice to visit one of our sites and seek out news & information about North Carolina State University
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Web-based Media Kitnews.ncsu.edu• Web version of traditional materials
– Links to online sources & resources referenced in releases
– More than 2,000 followers on Twitter (NC State News)
– “Share our good news” page solicits friends to spread the word through their own Twitter and Facebook accounts
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Web-based Media Kitnews.ncsu.edu
• News visibility on NC State Home Page– Bottom half of the home page is
dedicated to news content– News page is one of the 10 most-visited
sites at ncsu.edu
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RSS• Syndicating your content directly
to subscribers – Newsfeeds to reporters– News area of your site and syndicates
• Platform for other media• Others can share your feeds
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Blogs and higher education• They’re everywhere• Admission, alumni, students, faculty
all have blogs on sites out there• Millions of “citizen journalists”
– Blogs (189 million around the world)
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www.HiceSchool.com
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Your school is being blogged
• Students talking with prospective students, faculty talking with parents – it’s happening
• Do you embrace the madness?
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Blogs as commodity
• Colleges and universities have jumped all over blogs, so where is the differentiation?
• Trendy and cheap, but sustainability is the key
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Twitter• Do I really need to know what
you’re doing every waking moment?
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Twitter Is Growing•twitter.com had about 5 million site visits in December 2008
•23 million in December 2009•75 million users (17% twittered last month)
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Twitter Can Be Useful
• Share links, news, feedback, answers, insights, even real-time coverage of news and events.
• Listen to the social media conversation surrounding your brand, participate in it and affect it.
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Twitter News Coverage
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Blogs & Twitter are about influence• Influence is directly related to your following
– Your following is your audience
• Massive influence online translates to massive influence off-line
• If you do them well, you become your own media channel– Today’s student/institution has started building his
or her online network– Where will you/they be in 5 – 10 – 20 years
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Web Video• Viral/shared video is the new “it” technology
– November 2009: 30 billion videos viewed online on the US
• Video and flash are far more prevalent now– 63% of adult Americans have broadband– Flash is on 99% of internet-enabled desktops
• The “Trickle Up” effect– 60% of Internet users consume user-generated
content
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The cast of players• YouTube/Google• Fox Interactive Media• Yahoo Video• Viacom Digital• Microsoft• HuLu• AOL
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YouTube/Google• About 40% share of the market• 12.2 billion videos in November 2009
– YouTube accounts for more than 12 bill– 94.7 videos per viewer (per month)– The others – 19 billion downloads/views
in November 2009 from the competitors
» Source: comScore
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Social networking• 82% increase in time spent on social
networking sites over the past year. • Sites like MySpace, Facebook and
others are where prospective and current students, alumni, etc. gather
• 206.9 million unique visitors to Facebook in Dec. 2009
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Facebook • 90% of full-time U.S. college
students are members• Two-thirds visit daily• 300 million active users
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The great debate• Do we follow them?
• Do we monitor them?
• Is leadership important?
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Keep the web in your toolkit
• Develop your strategies and goals first– There is no magic bullet
• Know the technologies– Where is a blog or Facebook
appropriate?
• Apply, measure, move on
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Questions to ask yourself• Are you ready to make the commitment?
– It does take some work to make it happen
• Do you really want interaction and more transparency?– And does your boss?
• The entry costs are low – but the cost of not following through can be great.– Sustainability