THE FUTURE OF SOCIAL MEDIAHow can we improve the NSCS v irtual experience?

THE ROLES OF SOCIAL MEDIA AT NSCS

Member ServicesPubl ic Relati onsMarketi ngBrand Promoti onIncreasing Legiti macyLoyalty-Bui ldingNetworking

A ful ly developed social media program is a completely integrated communicati ons mechanism that amplifi es the impact of every functi on within an organizati on by leveraging the power of human networks via social networking platf orms. It is a compliment to al l other forms of tacti cal communicati ons, from adverti sing to customer service to PR.

- O l i v i e r B l a n c h a r d , S o c i a l M e d i a R O I

SUCCESSESI n 2 y e a r s w e ’ v e …

o g a i n e d o v e r 4 0 , 0 0 0 F a c e b o o k L i ke so m o r e t h a n q u a d r u p l e d o u r n u m b e r o f Tw i tt e r

f o l l o w e r so i n c r e a s e d Tw i tt e r i n t e r a c ti o n s f r o m n o n e t o o v e r 4 0 0

p e r m o n t ho l a u n c h e d a b l o g t h a t n o w r e c e i v e s o v e r 1 0 , 0 0 0 v i e w s a

m o n t ho c r e a t e d p a r t n e r s h i p s w i t h 2 3 c o l l e ge b l o g s a n d

d e v e l o p e d a t e a m o f 6 2 w r i te rso s t a r t e d t h e S o c i a l M e d i a A m b a s s a d o r P ro g ra mo i m p l e m e n t e d c o l l a b o rati o n a c r o s s t h e o r g a n i z a ti o n ,

e s p e c i a l l y w i t h p r o g r a m s , s c h o l a r s h i p s , m a r ke ti n g , a n d p a r t n e r s

WHAT’S NEXT?o Win over HonorSource c l ients wi th our soc ia l

media sk i l l s .o Engage communi ty co l lege students . G ive

them a p lace to ca l l the i r own.o Get invo lved in h igh schoo l communiti es to

promote Emerg ing Scho lars and have those co l lege f reshmen waiti ng for the i r inv i tati ons .

o Bui ld a lumni affi ni ty and foster re lati onsh ips .o Communi ty outreach and PR for Scho lars

G iv ing Back .o Promote , support , and ga in sponsors for

Scho lar Ventures and Scho larCon.o Member recru i tment .

WELL… HOW?

Listen.Engage.Measure.

Time.Team.Tools.

TO LISTENB E AT T E N T I V E . TA K E N OT E O F. G I V E AT T E N T I O N TO. EAV ES D RO P.

I t ’s not just about l i stening .

I t ’s a lso about prov id ing the r ight responses when appropr iate .

And t rack ing competi ti on.

And keeping up with new technolog ies .

And obser v ing what co l lege students are ta lk ing about .

WHAT ’S THE NEXT B IG THING AND HOW CAN WE USE IT?

TO ENGAGEIN VOLVE . TAK E PART. D R AW IN TO CON VE RSATI ON . ADVAN C E MI S S ION . IMPAC T B E H AVIOR . STR E N GTH E N COMMUN ITY.

1 8 6 p e o p l e s h a re d t h i s p i c t u re o n Fa c e b o o k . T h a t m e a n s t h i s p i c t u re , t h a t w a s o r i g i n a l l y p o s t e d b y N S C S , s h owe d u p i n t h e fe e d o f eve r y p e rs o n w h o i s Fa c e b o o k f r i e n d s w i t h t h e 8 6 p e o p l e w h o s h a re d i t . I m a g i n e i f t h i s p i c t u re re p re s e n t e d …

a n H o n o r S o u rc e p a r t n e r.a s c h o l a rs h i p .

a l u m n i d o n a ti o n s .S c h o l a rs G i v i n g B a c k o r

N a ti o n a l M a rc h t o C o l l e g e D ay.

TO MEASURE THE KEY TO ASSESSING IMPACT, REACH, AND INFLUENCE. WHEN WE KNOW WHAT WORKS, WE CAN DO IT AGAIN.

A soc ia l media program can provide organizati ons with detai led , v i r tual ly instant feedback f rom customers and valuable market intel l igence. Used in conjuncti on with special ized monitoring , measurement and analysis tools , i t can ampl i fy not only acti viti es, but the acquis iti on and analys is of va luable data, f rom consumer ins ights to the ca lculati on of ROI .

– O l i v i e r B l a n c h a r d , S o c i a l M e d i a R O I

THE NECESSITIES TIME. TEAM. TOOLS.

THE TRUTH OF TIMESocial media never s leeps.A social media team needs to be avai lable 24 x 7 x 365.

THE TIME IT REALLY TAKEST h r o u g h r e s e a r c h , c o m b i n e d w i t h p e r s o n a l a s s e s s m e n t w e ’ v e d e t e r m i n e d t h a t t h i s i s t h e a v e r a g e a m o u n t o f ti m e s p e n t o n

s o m e o f o u r m o s t i m p o r t a n t t a s k s …

o P r o m o ti n g p a r t n e r s - - 2 h o u r s p e r d a yo R e s p o n d i n g t o c u s t o m e r s e r v i c e i s s u e s - - 3 h o u r s p e r d a yo E d i ti n g b l o g p o s t s - - 4 5 m i n u t e s p e r p o s to S c h e d u l i n g b l o g p o s t s - - 3 - 4 h o u r s p e r w e e ko C r e a ti n g a n d s c h e d u l i n g e n g a g i n g t w e e t s - - 2 - 3 h o u r s p e r

d a yo M o n i t o r i n g , r e s p o n d i n g t o , a n d s h a r i n g a r ti c l e s ,

c o m m e n t s , t w e e t s , a n d p o s t s [ b o t h p o s i ti v e a n d n e g a ti v e ] - - 3 h o u r s p e r d a y

o W r i ti n g a n d s h a r i n g e n g a g i n g c o n t e n t f o r F a c e b o o k a n d G o o g l e + - - 2 h o u r s p e r d a y

o C h e c k i n g a n a l y ti c s a n d f o r m i n g r e p o r t s - - 3 - 5 h o u r s p e r w e e k T O TA L - - 8 5 h o u r s p e r w e e k

THE SOCIAL MEDIA TEAM

LISTENING AND RESPONDING.CREATING CONTENT.TRACKING AND ANALYZING METRICS.KEEPING AN EYE ON THE COMPETITION.

WHAT CAN A SOLID SOCIAL MEDIA TEAM DO?

A fu l l y d eve l op ed s oc i a l med i a p rogram can , for examp l e , protec t a b ran d i n a ti me of c r i s i s , a l e r t an orga n i zati on ’s dec i s i on ma kers to n ew t ren d s i n con s umer i ntere st an d s enti ment , i nfl uen c e h un d reds o f t h ou s an ds o f con s umers to prefe r on e bran d or produ c t over an ot her, an d he l p te ns o f mi l l i ons o f cons u mers d i s cover a comp any, organ i zati on , or produ c t at a f rac ti on of t h e cost o f ot h er “ t rad i ti on a l ” me di a . – O l i v i e r B l a n c h a r d , S o c i a l M e d i a R O I

THE SOCIAL MEDIA TEAM

S E N I O R M A N A G E R ,

S O C I A L M E D I A

O N L I N E C O M M U N I T Y

M A N A G E R

M E M B E R R E L A T I O N SA N A L Y S T

C O N T E N T W R I T E R

H O N O R S O U R C E

M E M B E R E N G A G E M E

N T

P R O G R A MS

O U T R E A CH

R E C R U I T M EN T

P A R T N E R S HI P S

F U N D R A I S IN G

M A R K E T IN G & P R

A great community manager and content producer are both key to the success of a social media manager ’s executi on of strategy.

- Jon Grubbs, VMware

THE TOOLSOn average, companies spend 10 to 15 percent of their marketi ng budget on social media.

- J ay B a e r, T h e N o w Re vo l u ti o n

MEASURING AND MONITORING SOFTWARE

Radian6, Sysomos, HootSuite$1,000 - $1 ,500 per month

HubSpot, Buddy Media, Gizmodo$1,500 - $2 ,000

EdgeRank, Buff er, SocialOomph$30 - $60 per month

What soc ia l media does i s th i s : I t takes your bas ic word-of-mouth process and multi p l ies both i t s velocity and i t s reach .

Compare the cost o f reach ing one mil l ion people just once through t rad iti onal (bought ) media channels to the cost o f touch ing one mi l l ion people once through soc ia l media (earned) channels , where the publ i c spreads your content and message for f ree because they want to and because they can .

- O l i v i e r B l a n c h a r d , S o c i a l M e d i a R O I

Some day, h a l f o f t h e r e c r u i t m e n t b u d g e t w i l l g o t o s o c i a l m e d i a .

B u t , l e t ’s b e r e a l i s ti c … R i g h t n o w, w e s p e n d 1 1 0 h o u r s p e r w e e k .To t r u l y s u p p o r t a n d d o j u s ti c e t o a l l o f o u r p r o g r a m s a n d o p p o r t u n i ti e s a n d g e n e ra t e r e v e n u e a n d b ra n d a w a r e n e s s , w e n e e d t o b e s p e n d i n g 2 2 0 h o u r s p e r w e e k . A n d w e n e e d y o u r h e l p t o g e t u s t h e r e .

TRUST YOUR CRAZY IDEAS