Kent House and Keele University Science and Business Park presentation for local businesses on how to take advantage of social networking techniques, social media, and social marketing.
5. From online brochures to social platforms
Social networking sites
Blogging
Microblogging
Photo, video and audio sharing
Bookmarks
Knowledge sharing and collaboration – wikis, forums,
intranets, extranets
6. “Social Networking”
Tends to be used to cover 3 distinct areas
Social news sites User-generated Social network
and blogs content sites sites
Allow users to add Allow users to
Supply news items their own content create an area
and allow people to sites where where they can
to vote on them, other people can connect with
rate them and view it. friends, emails,
share them chat and share
information
Inspired by “Social Media in 30 Seconds” by Wes Funk
7. Social Networking – 3 overlapping areas
Social News Sites User-Generated Social Network
Content Sites Sites
Inspired by “Social Media in 30 Seconds” by Wes Funk
8. Why Social Networks Matter
Facebook has 250 million members, with more than 300,000 businesses
LinkedIn has more than 365,000 company profiles. More than 12 million
small-business professionals are members of LinkedIn.
Years to Reach 50 millions Users: Radio (38 Years), TV (13 Years), Internet
(4 Years), iPod (3 Years)…Facebook added 100 million users in less than 9
months … iPhone applications hit 1 billion in 9 months.
9 in 10 consumers trust their peers more than marketers, according to a
recent survey of 25,000 by Nielsen.
25% of search results for the World’s Top 20 largest brands are links to
user-generated content.
34% of bloggers post opinions about products & brands
Sources: USA Today, socialnomics.net
9. Source: USA Today, Aug 09
How did Ford introduce the Fiesta to Americans? A
massive ad blitz on TV? In-house promotions at
dealers nationwide?
Nope ... Ford tapped 100 top bloggers and gave them
a Fiesta for six months. The catch: Once a month,
they're required to upload a video on YouTube about
the car, and they're encouraged to talk — no holds
barred — about the Fiesta on their blogs, Facebook
and Twitter.
10. How can social media help you?
To listen! Your competitors, vendors, customers and
prospects are talking about you, right now.
To build a presence and identity
To enhance search engine ranking
To communicate and engage (but not to sell!)
To provide better and customer service at lower cost
11. Things to do
Listen to what is being said and act on it
Start a conversation
• Invite feedback, start a debate then respond to what is being
said calmly and professionally
Be human
• E.g. Google’s face for SEO is Matt Cutts who regularly makes
videocasts and podcasts answering questions
Write about what you know
Find a niche
12. Things you should not do
Create a large “corporate” identity
Create an advert instead of a personality
Lose sight of who is following you i.e. watch what
you say!
Respond to anger, irritation or bad-mouthing
defensively or in kind
Act unprofessionally
Talk AT your base of followers
Sell to your base of followers
14. 1
Use the opportunity to talk to your customers, learn
about their problems and use their feedback to
improve future products / services / events
15. 2
Use social networking to show off your expertise.
The most valuable and knowledgeable members
of your staff are often hidden behind closed
doors – use this as an opportunity to “get them
out there”.
16. 3
Connect
Make connections in the business community, in
the consumer community, in your local
community - get your name known!
17. 4
Give something for free to get some followers –
advice, information, product....then keep them
hooked by offering them a community of people
interested in what you are doing and get them
talking to each other!
18. 5
Generate some new content about your
company... by people outside your marketing
department.
19. If you achieve nothing else with your foray
into Social Networking – you will have built
some high value links to your website from
social news sites!
20. 5 steps to success ...
1. Take ownership
2. Determine your goals
3. Focus on the customer experience
4. Understand the social technology landscape
5. Build the business case
Source: Best Practices: Five Strategies For Customer Service Social Media Excellence
www.forrester.com/Research/Document/Excerpt/0,7211,48001,00.html#heading3
21. 7 things you could do before Christmas
1. Develop a social media plan
2. Create a blog
3. Build a customer self-service area
4. Set up personal and company accounts on Linked In
5. Set up accounts on Facebook & MySpace
6. Set up a Twitter account
7. Start monitoring social media and use web
analytics
25. People buy off people!
This is never truer than on the web!
26. About me:
Director of Passionate Media
Editor of www.havealovelytime.com
Journalist, author, PR, mum
www.twitter.com/LindaSJones
27. So what?
Invited to Disney this year as top mum blogger
Launched TwitterTitters for Comic Relief
Gained work, enhanced reputation and forged
great contacts through social media
Developed new skills
28. How?
Some basic dos of how to get the most
out of social media:
Personality Brevity
Authenticity Consideration
37. The best social media relationships are:
Based on trust
Not forced
Long-term
Likely to bring phenomenal brilliant results
Just like real ones!
39. “You’ve Got A Friend”
Keele University and Social Networking
Hannah Hiles
Media and Communications Officer
September 2009
40. Getting to know you
• Hear what current students are saying about Keele and be
involved in those conversations
• Engage directly and informally with prospective students
• Present a friendly and approachable image of Keele
• Strengthen connections between the University and its
stakeholders
• Be at the forefront of emerging technology
41. The Social Networking Landscape and Keele
• hugely popular social networking site – more than 175million active users worldwide
• add friends
• post photos, videos, notes, share news
• spreads “virally”
• First official Keele group created January 2007
• answer the question “What are you doing now?” in 140 characters or less
• follow people and gain followers
• reply and send direct messages
• search for what people are talking about
• lots of information!
• Keele Twitter feed began July 2008
42. The Social Media Landscape and Keele
• professional networking site
• search for current and former colleagues
• make professional connections and seek recommendations
• join groups
• Keele alumni group created July 2008
• video-sharing website
• anyone can upload their videos
• Keele channel created March 2009
43. Growth in membership
February to September 2009
4000
3500
3000
2500
Members/Fans
2000
1500
1000
500
0
Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09
Forever: Keele (Facebook) Keele University (Facebook) Keele alumni (LinkedIn) Keele University (Twitter)
44. Why is social networking important for Keele?
• Times have changed, and expectations with
them
• Our students use these sites whether we are
there or not
• We can learn a lot from what is being said
45. Let’s be friends
• Social media is the ideal opportunity to present
Keele in a positive way
• Can demonstrate one of Keele’s real world
strengths – that we are a friendly, open and lively
community
• Our students are our best advocates
• Word of mouth
46. Using Facebook with prospective students
• Group members can ask current students and
staff questions directly and learn from responses
to others’ queries
• Informal communication channel
• Prospective students get to know each other and
make friends before they arrive
• Photographs / videos / useful links / events
• We learn what they are most interested in and
concerned about
47. What they say to each other about Keele
“Went to Keele yesterday and although I’ve been before and liked it I now
cannot wait for September!!!”
“Wow, I went today, and unless any of my other Unis offer some kind of
jetpack loan scheme, I'm there. Much better Visit Day than Leeds.”
“Keele life rocks! Seriously, to anyone applying here... you won't regret it!”
“I visited Keele hoping it would be rubbish so I could cross it off of my
choices. Inevitably, I looked for every reason why I shouldn't choose
Keele as one of my choices. Now, a week and a day later it's my firm
choice. Oh how the tables have turned.”
48. What they said about the Keele 2008 group
“It made me feel like the University knows what people want and
understands the target audience”
“To see that you are already interested in prospective students is a
bonus – if you are treated well before you arrive it’s always a
plus point”
“It’s made me feel the students are important to the staff”
“If I do end up going to Keele, the Keele 2008 group will have had a
lot to do with it”.
49. Twittering On
• Automatic news updates from RSS feed
• Creating a responsive community using an
authentic voice – Keele cares!
50. A recruitment opportunity?
• Searches set up for mentions of Keele
• One young man posted that he was going to
choose between Keele, Manchester and
Staffordshire
• Followed him and exchanged a few messages
• A few days later…. Keele was his firm choice!
51. A PR opportunity?
• An eye on the competition
• A profile-raising exercise
• Enhanced name and brand recognition
• The media are taking note
52. A new opportunity......
• Facebook took time to become as
established as it is
• Twitter is entering that phase now
• No set rules / blank canvas
53. Advantages of using Twitter
“Keeping students in touch on entertainment, sports and
academic results... up with the 24 hour society....”
“It personalises the university, which is nice.”
“I suppose it gives the uni "presence" - it helps convey a
contemporary image.”
“A voice, a personal touch, another forum that says "I/We listen",
a chance to show you're keeping up to date with trends.”
“Twitter is a great way to reach students with zero cost.”
54. Tweet-up
Working together Professional
across the university networking
Building
community
What song means
Giving support Keele to you?
Finding old and
new friends
55. The future.....
• Social media will become an increasingly
important source of information
• Organisations need to find ways to measure
effectiveness
• Keep going and keep innovating
56. A few useful links
• Keele University Facebook page -
http://www.facebook.com/KeeleUniversity
• Keele University 2009 Facebook group -
http://www.facebook.com/group.php?gid=1772795
9813
• Keele University on Twitter -
http://twitter.com/KeeleUniversity
57. Hannah Hiles
Media and Communications Offices, Keele University
h.e.hiles@kfm.keele.ac.uk
01782 733857