Social Media Breakfast NH held at Southern New Hampshire University - summer 2009 Topic Social Media in Education. These slide are about my experience teaching social media to college students this year.
3. My Surprise
marketing students graduating with a BA
that do not have a LinkedIn profile
students using Facebook that do not know
how to set permission levels to their content
marketing students graduating without
understanding the evolution of marketing and
the effects of web 2.0
students with almost no understanding of
how social media effects businesses
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4. My Surprise
administrations trying to silence or restrict
conversation about the school in social media
institutions leaving real relationships at the
curb
misunderstandings about the cost to
implement and maintain social media efforts
lack of organizational social media policy and/
or plan
omission of Facebook advertising for
recruitment
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9. Broadcast
Photo credit : fxgeek's photostream
licensed through Creative Commons
Photo credit: Human Productivity Lab,
licensed through Creative Commons
All of these channels pushed a message.
The audience participated by listening and buying.
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10. Evolution of Marketing
The audience
participates on all
levels now.
Evaluating, promoting,
advising, requesting.
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11. On the fence.
Where
are you? Already
using it and
want to
Don’t believe it has Social know more.
a role in business
or educational Media
organizations.
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12. On this side of the fence:
Still Feeling Like
There’s Too
Much Noise?
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14. Consider This
It’s important to someone
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15. It’s About Relevancy
Twitter is like a
hammer.
One tool, two very
different uses.
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16. The Equity Equation
“During my studies we attempted to calculate a raw (not accounting
for loyalty, engagement, and influence) equation that could tell us
what equity a person carries. We did this using Ashton Kutcher’s race to
one million followers as the basis. We wanted to know what it would cost
to reach a million fans/consumers by traditional means of advertising. This
included using mediums such as Radio, Television, Newspaper ads, and
Billboards.
After applying conversion rates we discovered that it would cost close to .
54 cents per person reached. So let’s use my twitter account where I
have a total of 88 followers, we then multiply my 88 followers by .54 to
calculate that I have a brand equity of 47.52 per tweet.”
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17. The Equity Equation
“As part of this class we were asked to create an equity equation that
would allow us to evaluate the cost of a personal brand. To do this I
researched how much it would cost to turn 1 million potential consumers
into sales using traditional marketing means such as radio, TV, newspaper,
and billboard. Although there is no right or wrong answer to what
the value of a brand is I was able to create an equation that I feel is a
decently accurate representation of brand equity. According to my equation
it would cost about $1,180,080 to convert 4 million impressions into 1
million sales. Creating an equity equation was more an exercise in
thinking outside of the box and finding new ways to research
than an exercise in accuracy. ”
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18. Innovate and
Recommend
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19. Innovate and
Recommend
Like many educational institutions DWC
does not want to get a bad reputation
based on the content that its students
are posting, and there is also the
liability issue of whether or not action
should be taken if a student (or staff
member for that matter) has pictures or
content posted doing something illegal or
against school rules.
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20. Innovate and
Recommend
Unfortunately there have been instances
where instead of letting conversation happen,
the blog comments have been monitored and
removed if it is contradictor to a post. Even
more recently the school created an account
on Twitter under the name @DWC_Eagle. To
my surprise several of the more visible staff
members such as President Myers and Dean
Elsass jumped on the bandwagon and got
accounts as well. Unfortunately the only one
actually adding any content is @scelsass,
although that is not very frequent.
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21. Innovate and
Recommend
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22. Innovate and
Recommend
I have several recommendations for the school that can
all be summed up in one word: teach.
Teach the faculty and staff members (especially the
account administrations) about social media.
Teach them how to use social networking sites and how
valuable using them can be when they are used
correctly.
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
23. Innovate and
Recommend
“...it should be a requirement for every student to take a class on
social media. Half of the battle on Facebook could be avoided if
students understood that everything they say and do online is visible
to everyone, meaning the school and potential employers. At this
point in time graduates are having a hard time getting jobs because
there are so many people graduating. Making yourself stand out in
any way possible will give you a an advantage over all of the other
graduate, and the way to do that is to create an online presence and
a personal brand.”
Aleuromedia LLC www.aleuromedia.com KSLeBlanc
24. Blog roll
edu org Program
Blogs
Program
Blogs
Writers
Forum
Visual
Arts
Forum
PowerCampus
Cvent
Image 1
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25. School Class of
Class of
Cause Page Alumni/Group
Class of
Alumni/Group
Class of
Alumni/Group
Alumni/Group
School Fan Page
School Facebook Network
MFA | MBA MFA | MBA MFA | MBA
Program Group Program Group Program Group
Program Program Program
Fan Page Fan Page Fan Page
student/faculty student/facult other profiles
student/faculty student/facult other profiles
Profile Page
student/faculty Fan Page
student/facult other profiles
Profile Page
student/faculty Fan Page
student/facult other profiles
Profile Page Fan Page other profiles
Profile Page Fan Page other profiles
other profiles
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RicPrint, Broadcast, Integrated Campaigns, Websites all used to be broadcast one way.
KSL Web 2.0 introduced interaction with users - the first wiki that enabled people to cooperatively define and enhance public facing mediaIt opened up dialogue between business and customers, now businesses listen too.Participation in marketing has become “opt-in”, permission based.
This top section goes till 2:10 then we break for 5 or 10 mins
KSL to gage audience
KSL - gage the audience
for those still on this side of the fence
lets talk about the idea of “noise”
KSL
weather forecast story
KSL
twitter is not only used to hammer in a brand
but it is among the best search tools we have
its about relevancy