UCAS - what is social media? Plenary session Michelle Goodall
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My plenary session delivered at the UCAS Social media marketing conference October 2010. "What is Social Media?"
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UCAS - what is social media? Plenary session Michelle Goodall
- 1. What is social media? Michelle Goodall Social media consultant and trainer goodallster@gmail.com 07977 418 630 Linkedin.com/in/michellegoodall @greenwellys Delicious.com/greenwellys
- 2. Me © Michelle Goodall, Oct 2010
- 3. Internet evoluLon Source: Alistair Bruce, Google © Michelle Goodall, Oct 2010
- 4. So what is social media? “Any tool or service that uses the internet to facilitate conversa3ons” Brian Solis A Radical Shi> in Communica)on: The Network: Social media is a radical shiU from one-‐way broadcast type phenomenon which creates a communicaLons to dialog and personalised network for sharing conversaLon using web based tools digital content Empowering: Social media is an online Real-‐)me: Social Media is on-‐demand, real renaissance Community: Set of updated Lme interacLon, that uses technology to empowering communicaLon tools that allow us to enable genuine engagement with others people to facilitate build new communiLes at a Lme when around media vs. simply sharing data with conversaLons our local community has almost been them around shared lost ideas Content Distribu)on: Social media consists of online technologies that Conversa)on: Tools or plaRorms that allow facilitate the creaLon and distribuLon anyone/everyone to share informaLon or of content engage in conversaLon © Michelle Goodall, Oct 2010 Source: Mashable, July 2010, Reader Responses to “What is Social Media?”
- 5. Another perspecLve… © Michelle Goodall, Oct 2010 Source: What the F**K is social media?
- 6. In reality it’s stuff we use every day.. © Michelle Goodall, Oct 2010
- 7. And interesLng new technologies © Michelle Goodall, Oct 2010
- 8. We all use it differently…. Emma: Age 33: North West London Faheem: Age 18: St Albans © Michelle Goodall, Oct 2010 Forrester Social Technographics ladder
- 9. But we’re definitely using it…. 1 in every 6 mins spent on web in UK on social networks/blogs Source: Nielsen Online, Mar 2010 © Michelle Goodall, Oct 2010
- 10. What social media isn’t… © Michelle Goodall, Oct 2010
- 11. Benefits of using social media Gen Y students use it insLncLvely – and don’t call it social media – You’re using the channels they expect you to use Enables insLtuLons to have a more conversaLonal tone and engage with mulLple stakeholders in relevant channels Enables students to idenLfy with the insLtuLon and other students from the very first touch point…. “people like me…” Enables insLtuLons to co-‐opt staff, exisLng and former students to provide realisLc image of the insLtuLon, its people and environment © Michelle Goodall, Oct 2010 what prospecLve students want from a University website
- 12. AdopLon in UK Social network profile creation and management 56% Creation of video / use of video-sharing sites 55% Corporate or brand blog 48% Ratings and reviews 28% Creation of mobile applications 24% Use of social bookmarking sites 22% Creation of podcasts 21% Use of social news sites 20% Creation of widgets 18% Use of location-based platforms 7% Social gaming 6% Virtual world activity 3% None 11% Other 1% 0% 10% 20% 30% 40% 50% 60% Source: Econsultancy’s 3rd annual online pr and social media report © Michelle Goodall, Oct 2010
- 13. 83% Main social channels used 80% 58% 51% 23% Twitter Facebook YouTube LinkedIn Wikipedia Source: Econsultancy’s 3 annual online pr and social media report rd © Michelle Goodall, Oct 2010
- 14. Common Barriers © Michelle Goodall, Oct 2010
- 15. It’s not just Social media MARKETING Source: Econsultancy’s 3rd annual online pr and social media report © Michelle Goodall, Oct 2010
- 16. How to do it right… © Michelle Goodall, Oct 2010
- 17. Planning InsLtuLon -‐ Strategic Insight Leadership Vision and Values Resource Skills Culture ObjecLves Audience and Online research Channels, content, themes stakeholder analysis Social Media Strategy ObjecLves DisseminaLng Monitoring InformaLon Gathering Insight Audiences Responding Channels, Tools and Share CollaboraLng TacLcs Monitoring Delivery Policies/guidelines Content KPIs/metrics Evaluate/Measure Timing © Michelle Goodall, Oct 2010
- 18. It took this long to get to the tools… © Michelle Goodall, Oct 2010 Source: The ConversaLon Prism
- 19. Listen/Research Step 1. Define, refine monitoring Step 2. keywords/ Snapshot Step 3. phrases Tools Set up alerts and feeds Step 4. Set up and manage in RSS reader Step 5. Tweak keyphrases © Michelle Goodall, Oct 2010
- 20. No shortage of free tools © Michelle Goodall, Oct 2010
- 21. Create © Michelle Goodall, Oct 2010
- 22. Create © Michelle Goodall, Oct 2010
- 23. Collaborate © Michelle Goodall, Oct 2010
- 24. Collaborate © Michelle Goodall, Oct 2010
- 25. Share © Michelle Goodall, Oct 2010
- 26. Set strategy, select tools and channels appropriately…. Avoid the tumbleweed of empty and under-resourced channels… © Michelle Goodall, Oct 2010
- 27. What next?
- 28. LocaLon, locaLon, locaLon…. Useful arLcle about protecLng your/ student privacy © Michelle Goodall, Oct 2010
- 29. Thanks…. What is social media? Michelle Goodall Social media consultant and trainer goodallster@gmail.com 07977 418 630 Linkedin.com/in/michellegoodall @greenwellys Delicious.com/greenwellys © Michelle Goodall, Oct 2010
Notas del editor
- Social media not new Usenet (now Google Groups) invented in 1979 to allow sharing of content, files etc Whilst email was the hot thing in the early 90’s forums of special interest groups and self created communities existed using threaded conversations – social media! Even in the late 90s to mid noughties when commerce was king – sites still allowed us to create content and converse – reviews in amazon, conversations in eBay etc Robin Mannings will later today tell us where this is all going?
- Often defined by tools/channels rather than what it actually is….rarely media, but always social – i.e. tools and technology that allow people to have a conversation – You can create your own definition or pick from the many out there The term social media is often criticized….is it dead? (last conference) But conversation and dialogue at the core of social media – 2 way, real time, empowering everyone to have a voice online whether that is through text, images, photos, video etc
- Forget Twitter, Foursquare etc – How many of you have a personal Facebook account? 26 million of us using Facebook, 20+million using Wikipedia and 20+ million visiting Guardian.co.uk and using it’s social tools to comment on stories and share or bookmark And where would we all be without Wikipedia and the delights of YouTube…..my families current favourite is that Oscar winning critically acclaimed Baby Monkey Riding on the back of a piggy
- Applications for tablets such as ipad, social music sharing – spotify one of the best and Apple have just launched Ping, location based social media – the ability to check in to real venues and places, share with friends, share tips and criticisms and locate friends…..much more about these tools later today and in other sessions
- Forget Twitter, Foursquare etc – 26 million of us using Facebook, 20+million using Wikipedia and 20+ million visiting Guardian.co.uk and using it’s social tools to comment on stories and share or bookmark
- Forget Twitter, Foursquare etc – 26 million of us using Facebook, 20+million using Wikipedia and 20+ million visiting Guardian.co.uk and using it’s social tools to comment on stories and share or bookmark
- Free - Social media trades media cost for labor cost. Done correctly, social media – even a simple reputation monitoring program – is a time intensive proposition that requires daily vigilance. A sticking plaster for orgs that need fundamental rewiring… Optional – not optional for any organisation where audiences and stakeholders using social media to talk about them/competitors etc Unmeasurable – align to your org/business objectives – simple analytics free on most tools (Facebook, Flickr, Youtube and soon Twitter) as well as the ability to look at quant and qualitative measures on your website analytics and to conduct surveys amongst students
- Multiple stakeholders include parents of students, staff etc Note – no mention of cost savings
- Percentage of respondents using social media channels and the tactics they are using. No specific sector info available but highlights that creating communities via networks such as FB, Twitter and LinkedIn and video top the social media tactics used
- Same survey highlights that Twitter and FB lead social channels adopted and used.
- Regardless of sector, these are the most commonly cited barriers to successful adoption of social technologies. Key issues are time, resource and people skills…..the former are not easy to fix but the latter keeps a trainer like me very busy ;-) This has changed over the past 5 years or so where leadership, ownership and policy were the biggest barriers – orgs no longer fear social media but struggle with the time implications that true engagement with people brings
- Marketing still drives social media planning and activity but definitely a trends towards more cross functional planning and strategy. Again this chart is not sector specific but It’s important to create a strategy that is cross functional and impacts other areas of your business – HR – attracting talent, increasing student and staff satisfaction, impacting number of fee paying students
- People tend to describe and plan social media using tools first but critical that orgs plan effectively – 80%- Jeremiah Owyang Anna Rafferty last week cam up with good analogy good social media planning like having a baby- pregnancy is the time required to plan before doing anything having a baby can give you sleepless nights and self doubt – you need support from lots of people…there will be lots of advice, but ultimately you have to do it your way….there will be suprises, frustration, sheer joy but you’ll never look back
- Thousands of tools – constantly evolving but helpful to categorise social media tools – the only problem is that they can’t be categorised very easily….here;s the simple one.
- This will help with our audience insight, analysis and to understand which key tools and channels they use. Can also be used to monitor your institution Keywords – spokespeople, courses, lecturers, the institution itself
- Free = great but do consider whether you need to evolve to a commercial solution
- Creating content to showcase University and university life Youtube not only video channel Flickr pro account worth it…
- Eventbrite Slideshare Podcasts
- Aston’s University the best that I found
- Blog Linkedin Company profiles and groups
- Twitter Social sharing/advocacy buttons on site and content and off-site (delicious)
- Avoid overstretching your resources across too many channels – go back to your insight phase in planning - if you have to use one, use it well and avoid the terrible tumbleweed of the empty group/community etc
- Facebook laces requires a free download update to the Facebook mobile application, and once users “check in,” they can show their Facebook friends where they are. Members can block the general Facebook population from seeing their location. A Facebook member can “tag” friends using the (at) symbol, and the friends can respond by revealing their location if they accept the tagging request. The application could be a “good way to monitor who checks in on campus [so] they can identify prospective students, staff, and faculty members, [and] they can see what locations are frequented by students, and a variety of other really useful statistics that will only help them better serve their constituents,” said Wecker, a writer for George Washington’s online news service. “ All it takes are a few really plugged-in and energized faculty, staff, and students to start a digital revolution on campus, and I expect that to be the case with Facebook as well.”