anvil case8 social media marketing presentation 0210
DESCRIPTION
Keynote presentation for CASE8 Annual Conference at Portland State University.TRANSCRIPT
Social Media Usage & Attitudes
Social Media Marketing Growth
Benefits of Social Media Marketing
Gain industry and constituent insights
Provide affordable customer service
Create or extend brand awareness
Build community & thought leadership
Generate measurable top line revenue
The Challenge of Social Media
Social Media Success Factors
RelevanceValueCommitmentHonesty Transparency
Social Media Strategy: MCE2
Monitor & Measure
Create & Communicate
Engage & Empower
Social Media: Categories
Networking
Blogs
Reviews
Media Sharing
Bookmarking
Expert Communities
News
Wiki
Microblogging
BlogsMedia
Community
IdeasPeople
Businesses
PersonalProfessionalGeographic
Twitter Usage & Attitudes
Microblogging: Twitter Customize background Optimize profile description Cross-post & promote
Facebook Growth & Marketing
Student Community: Facebook Customize tabs/content via FBML Utilize apps like Sprout & Wildfire Monitor & engage
Alumni Community: Facebook Ideal platform for alumni Keep alumni informed Provide value BEFORE the ask
Blogging: WordPress News resource SEO-friendly plug-ins Cross-promote posts
Video: YouTube Channel Leverage existing content Utilize existing assets Monitor comments
Images: Flickr Highlight campus Promote activities & events Encourage student engagement
Vertical Community: Zinch Designed for university system Leverage scholarship connection Post surveys & pools
Community: LinkedIn Groups Well-designed for alumni Also useful for graduating students Participate in discussions
Collaboration: Wiki Friendly folksonomy structure Allow constituents to manage Suggest dedicated editors
Community: Ning Free custom community Utilized as a partner extranet Cost-effective collaboration
Custom: Powered by Orange Can be custom-tailored Constituents provide content Engage & learn
Website Integration: Directory Cross-promote profiles Provide a reliable resource Search-engine friendly
Employee Engagement Guidelines
Be transparent
Be judicious
Write what you know
Perception is reality
It’s a conversation
Add value
It’s a responsibility
Create some excitement
Be a leader
Acknowledge mistakes
Pause and then send
Bonus GuidelinesBe timelyBe relevantBe informativeBe entertaining
Monitoring & Measurement
Case Study: Oregon State University
Objective:Increase student engagement & enrollment
Strategy:Overhaul Facebook Fan Page
Engage intern to manage content
Results:152% increase in page views
225% increase in photo views
510% increase in new fans
1,984% increase in total interactions
Case Study: Oregon State University
Social Media Tools
answers.yahoo.combloglines.comfriendfeed.comgoogle.com/alertshootsuite.compipes.yahoo.comping.fmsearch.twitter.comtubemogul.comtweetdeck.comwordpress.com
