Presentation delivered to the Council for the Advancement and Support of Education (CASE) District VI conference, Jan. 12, 2010.

1. Tweets Tubes & Feeds Hitting the moving target of social media @andrewcareaga• @MissouriSandT• #CASEVI • Jan. 12, 2010

2. http://slideshare.net/andrewcareaga

3. What is social media? Why does it matter? Why should you use it? Ideas on how to use it Have fun!

4. What’s your digital IQ?

7. a substitute

8. merely an option

10. Social media (r)evolutionthe last 11 years 1999 2001 2003 2004 2005 2006 2009 ‘markets are conversations’ • file sharing • blogging • open-source collaboration • social bookmarking • virtual worlds • social networking • sharing music, photos, video •‘what’s happening?’

11. Marketing isn’t going to go away. Nor should it. But it needs to evolve rapidly and thoroughly, for markets have become networked and now know more than business, learn faster than business, are more honest than business, and are a hell of a lot more fun than business. The Cluetrain Manifesto

12. In a revolution, kings lose their heads.

13. … therefore, think like a peasant.Dan Forbush, founder of Profnet, 1996

14. Who’s doing what online?

15. Creators (13%) The Groundswell social media ladder Critics (19%) Collectors (13%) Joiners (19%) Spectators (33%) Inactives (52%) Source: Forrester Research; Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (2008)

16. Graphic: Business Week, www.businessweek.com/magazine/content/07_24/b4038405.htm

18. Natives and immigrantsSource: Mark Prensky, “Digital Natives, Digital Immigrants,” On the Horizon (MCB University Press, Vol. 9 No. 5, October 2001)

19. 95% spend time with friends face to face 88% talk to friends on a landline 67% talk to friends on a cell phone 65% send email to friends 61% use social networking sites 60% of online teens send instant messages to friends 58% send text messages to friends Source: Pew Internet & American Life Project How teens communicate

20. ‘Trust ranking’ of recruitment efforts Source: Hobsons Domestic Research Report 2009-2010, cited by KarlynMorissette, www.doteduguru.com, Oct. 22, 2009

21. Diving in … ‘Like skydiving, a lot of learning comes from doing.’ Brad J. Ward, co-founder, BlueFuego.com, “Skydiving Into the Social Web,” Squaredpeg.com, Jan. 6, 2010

22. The wisdom of crowds

23. The wisdom of crowds … understand the business problem you are trying to solve. Too many people focus on the latest, greatest technology when instead they should be focusing on building relationships. Mark Greenfield, University of Buffalo (@markgr) … people are intimidated by social media, and … they’re afraid they’ll “do it wrong.” Doing it “wrong” is not getting started at all. So many missed opportunities! The best way to get started is to do just that: start. Liz Allen, Caltech Alumni Association (@lizallen)

24. The wisdom of crowds If you’re a central unit provide a framework to help highlight smaller units that are using social media services even if you aren’t using the services yourself. It’s important to help market the folks who are actually attempting to use social media. … For smaller units, engage the central unit to help promote your activities at every opportunity. David Olsen, West Virginia University (@dmolsen)

25. The wisdom of crowds Social media is not a bull horn or a bulletin board to spam with virtual flyers. Use it primarily as a listening tool, and engage when appropriate. Rachel Reuben, SUNY New Paltz (@rachelreuben) Try before you buy. If you’re not on Facebook or Twitter, don’t start an institutional account until after you understand the communities. Tim Nekritz, SUNY Oswego (@TimNekritz) More crowd wisdom at http://ow.ly/R5Vt

26. 5 keys to social media success Listen Add value Respond Do good things Keep it real Adapted from Aliza Sherman, “Revisiting 10 Golden Rules of Social Media,” Web Worker Daily, Jan. 5, 2010, http://webworkerdaily.com/2010/01/05/revisiting-10-golden-rules-of-social-media/

28. Twitter search

30. Twitter saves the day!

32. Know what’s already workingBeware the bandwagon Understand your audience(s) Feed the beast

33. Integration: what’s already working? Campus visits/summer camps More than 70% apply About 61% enroll 26% of 2009 freshmen attended at least one summer program Tele-counseling Increases attendance at high school visits, receptions, etc. Consistent, frequent communication Relationship building

34. Spacebook: Sandra Magnus’ blog from the International Space Station http://spacebook.mst.edu

35. Integration: what’s already working? Missouri S&T magazine 84% read every issue 50% “very satisfied”; 35% “satisfied” Strong campus traditions Consistent, frequent communication Relationships

36. The best ever blog: http://bestever.mst.edu St. Pat’s Flickr site: http://www.flickr.com/stpatsbestever

38. 140 years of campus history in under 4 minutes (www.youtube.com/MissouriSandT)

40. Measures (metrics)

41. Management

42. Resources

43. Content (type and source)

46. Management and resources Who is the social media “owner” on your campus? How do you allocate time and staffing?

48. User-generated?

49. Tone?

50. Frequency?

51. Interactive!

53. Personal?

56. Don’t make it tougher than it has to be

57. Promoting your social media presence University website and sub-sites Alumni publications Recruitment materials Old media (news releases, advertising) Business cards Email signatures Follow and be followed Keep at it Internally: Newsletters Presentations Staff meetings

59. Know what’s already workingBeware the bandwagon Understand your audience(s) Feed the beast

60. Missouri S&T’s limited presence Facebook – www.facebook.com/MissouriSandT Joe Miner on Facebook – www.facebook.com/JoeMiner Twitter – www.twitter.com/MissouriSandT YouTube – www.youtube.com/MissouriSandT Flickr – www.flickr.com/MissouriSandT St. Pat’s on Flickr – www.flickr.com/stpatsbestever Delicious – www.delicious.com/MissouriSandT No MySpace. No LinkedIn. Other departments also have a presence. More on that later.

61. 3. Understand your audience

62. In their own words (tweets) As a current student I find that the value of the twitter feed is the instant access to information for safety and fun facts... ...but also being able to interact and spread that information without worrying about email lists, spam, etc. Umm I think Twitter is byfar the fastest way to receieve information, ie-> The Death of Michael Jackson I found out by Twitter before any email or Newscast had been made, so for Missouri s&t I think if they want to inform people quickly they can easily

63. In their own words (tweets) “The most value of the twitter acct is i can get updates about my future college and the FB site is that i can get even more info about S&T” “I mostly use social networking for keeping in touch with my friends, so being able to interact with Missouri S&T on Twitter made it seem more personal, like I wasn't just a face in the crowd. Using Twitter to contact my future college was also very convenient, as I'm constantly engaged in it thanks to my iPhone and other technologies.”

64. 4. FEED ME, SEYMOUR!

65. ‘Something as simple as a status update that ties to an emotional time in new, current, and former students’ lives seems to resonate.’ Rachel Reuben, director of web communication, SUNY New Paltz doteduguru.com blogger

66. Parting thoughts

67. Jack Dorsey, St. Louis native, Missouri S&T alum and Twitter co-founder

68. Jack Dorsey has more followers on Twitter (1,570,000) than The New York Times has subscribers (1,039,031)

69. In conclusion…

70. Don’t be afraid to fail

71. Its easy to get stuck in the past when you are trying to make a good thing last -Neil Young 12/21/2012 Courtesy of Mark Greenfield (@markgr)

72. Thank you! Andrew Careaga Director of Communications Missouri University of Science and Technology acareaga@mst.edu @andrewcareagaor www.twitter.com/andrewcareaga Higher Ed Marketing blog: http://highered.prblogs.org Find this presentation at http://slideshare.net/andrewcareaga