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1. Thomas Jefferson School of Law

2. o 1:30 -- Welcome & introductions
o 2:00 -- Social media overview
o 3:00 -- Break
o 3:15 -- Brainstorming
o 3:45 -- Debrief

3. SOCIAL MEDIA DEFINED
Social media is a
conversation online.
Look who’s talking:
o your students
o your future students
o your donors
o your employees
o your critics
o your fans
o your competition....
o anyone who has Internet
access and an opinion.

4. SOCIAL MEDIA DEFINED
o Social Networks
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Message boards
o Wikis
o Virtual Reality
o Social Gaming
o Related:
o Podcasts
o Real Simple Syndication (RSS)

5. SOCIAL MEDIA DEFINED
Word of Mouth is the Future of
Marketing
Marketers can effectively use social media by
influencing the conversation.
One way to do this is by joining in the conversation.

6. SOCIAL MEDIA DEFINED
o 91% say consumer reviews are the #1 aid to
buying decisions - JC Williams Group
o 87% trust a friend’s recommendation over
critic’s review - Marketing Sherpa
o 3 times more likely to trust peer opinions
over advertising for purchasing decisions -
Jupiter Research
o 1 word-of-mouth conversation has impact of
200 TV ads - BuzzAgent
* Slide courtesy of Digital Influence Group

7. SOCIAL MEDIA DEFINED
Social media can help you
in all stages of
marketing, self-
promotion, public
relations, and customer
service:
o research
o strategic planning
o implementation
o evaluation

8. KEYS TO SUCCESS

9. KEYS TO SUCCESS
o Experiment personally
before professionally
o Try a variety of social
media tools
o Be yourself, make some
friends, and share

10. KEYS TO SUCCESS
1. Discovery 2. Strategy
(people, competition, (opportunities,
and search engines) objectives)
3. Skills 4. Execution
(identify internal (tools, integration,
resources and gaps) policies, and process)
5. Maintenance
(monitor and adapt)
Source: 5 Phases of Social Media Marketing
http://socialcomputingjournal.com/viewcolumn.cfm?colid=789

11. CASE STUDY
Leveraged core goals
across all networks:
1. Reinforce their brand as
tax experts
2. Deliver on advocacy
positioning of the brand
3. Present the brand as being
innovative
o Through “unexpected and
meaningful interactions
with consumers”

12. CASE STUDY
1. Brand Perception
o Evaluated brand metrics
through a brand tracking
study
2. Engagement
o 600,000 YouTube views
o 1 million unique visits to
their community site
3. Word of Mouth
o Increased online mentions
in blogs, forums, and other
social media

13. KEYS TO SUCCESS
o Find where your
audience is participating
and indentify the
influencers
o Read industry blogs
(including comments)
o Google your company
name & your competition
o Find tools that can help
you listen

14. KEYS TO SUCCESS
o Tap into the wisdom of the
crowd to access a wider
talent pool and gain
customer insight
o Companies that use crowd
sourcing include:
o Starbucks (MyStarbucks)
o Dell (Ideastorm)
o DuPont
o Netflix
o Wikipedia
o iStockphoto.com
o Threadless.com
o Mechanical Turk (Amazon)

15. KEYS TO SUCCESS
o Avoid puffery
(people will ignore it)
o Avoid evasion and lying
(people won’t ignore it)
o Companies have
watched their biggest
screw-up's rise to the
top 10 of a Google
search
o Admit your mistakes
right away

16. CASE STUDY
o Belkin employee busted
offering payment for fake
positive product
reviews
o Belkin president claims
it’s an isolated incident
o Influential tech blogs
expose a larger cover up
and name more
employees involved

17. KEYS TO SUCCESS
o Don’t be afraid to share.
Corporations, like
people, need to share
information to get the
value out of social media
o Make your content easy
to share
o Incorporate tools that
promote sharing:
o Share This, RSS feeds,
Email a friend

18. KEYS TO SUCCESS
o Don't shout. Don't
broadcast. Don’t brag.
o Speak like yourself –
not a corporate
marketing shill or press
secretary
o Personify your brand –
give people something
they can relate to.

19. CASE STUDY

20. KEYS TO SUCCESS
o Think like a contributor,
not a marketer
o Consider what is
relevant to the
community before
contributing
o Don’t promote your
product on every post
o Win friends by
promoting other
people’s content if it
interests you

21. KEYS TO SUCCESS
o Don’t try to delete or
remove criticism (it will
just make it worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an
explanation and
legitimate solution

22. KEYS TO SUCCESS
o Don’t wait until you
have a campaign to
launch - start planning
and listening now
o Build relationships so
they’re ready when you
need them

23. KEYS TO SUCCESS
o You need buy in from
everyone in the
organization
o Convince your CEO that
social media is relevant
to your organization
o Get your
communications team
together, discuss the
options, then divide and
conquer

24. KEYS TO SUCCESS
1. Experiment with social media
2. Make a plan
3. Listen
4. Be transparent & honest
5. Share your content
6. Be personal and act like a
person
7. Contribute in a meaningful
way
8. See criticism as an
opportunity
9. Be proactive
10. Accept you can’t do it all
yourself

26. THE TOOLS
o Social Networks
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Message boards
o Wikis
o Virtual Reality
o Social Gaming
o Related:
o Podcasts
o Real Simple Syndication (RSS)
o Social Media Press Release

27. THE TOOLS
o People and organizations
connect and interact
with friends, colleagues
and fans.
o Popular social networks
include Facebook and
MySpace, Linkedin,
bebo, and Ning.
o There are niche social
networks for just about
everything.

28. THE TOOLS
o create online profiles
o share photos, video, and
audio, links
o send private message and
instant message
o learn more about people and
organizations
o Follow brands, celebrities, and
gain your own fans

29. THE TOOLS
o Contains profiles of Fortune
500 executives and leading
entrepreneurs
o average individual salary on
LinkedIn is $109,000
o On LinkedIn your can:
o Post a profile and resume
o Connect with colleagues
o Share professional
recommendations
o Find jobs
o Forums to demonstrate
expertise and find answers

30. THE TOOLS
o Fastest growing social
network in Canada and
the world
(200 million members)
o Powerful tools to engage
and understand your
audience:
o Brand pages
o Custom applications
o Targeted advertising
o Audience insights/metrics
o Opinion polls

31. THE TOOLS
o Your brand’s homepage
on Facebook.
o Allow you to post photos,
videos, events and other
messages.
o Users interact with you
by
o Becoming fans
o Commenting on your posts
o Participating in discussions
o Post photos to your page
o Fans see your page
updates in their
newsfeed

32. THE TOOLS
Facebook ads give you the
ability to advertise
directly to specific
demographic groups
o Identify clear goals for
your ad
o Know who you’re trying
to reach
o Ensure ad headline, copy
and image is relevant
o Experiment to get it right
o Monitor your campaign
and adjust
o Know when to quit

33. THE TOOLS
Do Don’t
o establish a presence on the o create a page and fail to
social networks your maintain it
customers and colleagues use
o create a page to promote o try a hard sell approach
your brand
o censor comments
o point your fans to your
company blog or contest o spam your fans/friends with
frequent private messages –
o encourage a discussion and you’ll drive them away
participate frequently
o post false information
o explore targeted advertising
opportunities

34. THE TOOLS
o A blog is a website with
regular entries of
commentary or news
o Blogs serve to establish
your company as
transparent, relevant,
active, and expert.

35. THE TOOLS
o engage in dialogue with your
customers
o improve your search engine
visibility
o promote product launches
and events
o gain expert status by
providing useful tips

36. THE TOOLS
Do Don’t
o post on a regular schedule o write press releases – be real
about why something is
o encourage conversation by exciting
asking questions
o let complaints go
o respond to people that unanswered
comment on your posts
o make users register to
o use a few bloggers from your comment – they won’t bother
company for more viewpoints
o delete fair but critical
comments

37. THE TOOLS
o Microblogs are blogs
limited to a sentence or
two (about 140 characters)
o People use microblogging
to promote themselves,
share content and follow
friends, celebrities and
brands
o Companies use it for
marketing, public relations
and customer service by
giving their brand a voice
within the community

38. THE TOOLS
Twitter can help you:
o share timely information
o promote useful content
including resources, contests,
deals, etc.
(not just your own)
o personify your brand
o connect with your customers
and develop leads
o build credibility and influence
o listen to consumer buzz
o research competitors
o network and learn from
experts in your field

39. CASE STUDY
o September 08: Twitter
founder Biz Stone tweets
about Charity: Water, which
builds wells in Ethiopia.
o Charity: Water asks people
with September birthdays to
accept online donations in lieu
of gifts and raised $4500,
enough to build a well
o The "social media birthday"
was born; asking for donations
from online friends to
celebrate your birthday

40. THE TOOLS
Do Don’t
o find and share useful o sound like a press release –
content you’re in a social space
o pose questions and reply to
others o spam with constant links to
your company website, either
o keep it fun - put a friendly in tweets or private messages
face on your brand
o post useless information –
o promote sales, deals, news, do people really care what
updates, and build buzz for you had for lunch?
big releases or events
o know what people are
saying about your brand

41. THE TOOLS
o Video sharing sites let
you upload videos and
share them with people.
o They’re a perfect
repository for video
blogs, taped seminars,
witty Power Points,
commercials, how-to’s
and a behind-the-scene
look at your organization.

42. THE TOOLS
Do Don’t
o be informative, useful, or o just upload infomercials
entertaining
o be afraid to experiment until
o create a summary and
detailed description you find a formula that works.
o post video replies to others o pull down other people’s
videos showcasing your
o allow commenting and product for copyright
participate in the infringement
conversation
o make your video longer than it
o save bandwidth costs on your needs to be – keep it concise
website by hosting videos on and entertaining
YouTube

44. 3 TAKE AWAY MESSAGES
o Learn what people are saying about you
o Create buzz for events & campaigns
o Increase brand exposure
o Identify and recruit influencers to spread your message
o Find new opportunities and customers
o Support your products and services
o Improve your search engine visibility
o Gain competitive intelligence
o Get your message out fast
o Retain clients by establishing a personal relationship
o Be an industry leader – not a follower

45. 3 TAKE AWAY MESSAGES
1. Word of Mouth peer-to-
peer discussions are
more influential than
the mass media
2. Participate by enabling
and feeding the
conversation
(follow the 10 keys to
success)
3. Be transparent &
honest

46. 3 TAKE AWAY MESSAGES
o Discussions with the Dean – on Twitter, Facebook chat, etc.
o Join in on newsy topics – write blog posts, tweet, gather opinions
on Facebook
o Make campus events social. Post event invitations, and if not all
students can come, add video to YouTube and Facebook
o Blog. Highlight the good about Thomas Jefferson. Students,
professors, San Diego
o Monitor conversations about the LSAT, bar exam, and legal topics
o Use this to become the leader in legal conversation online
o Recruit before events – reach out to students before you actually
get to recruiting events

47. o 10 Keywords for TJSL to monitor
o 3 Ideas for interacting with new students
o 3 Ideas for reaching out to alumni
o 5 Ideas for multimedia opportunities on
campus with existing events

48. Appendix

50. REFERENCES
o PR 2.0 o Groundswell Blog
BrianSolis.com blogs.forrester.com/groundswell
o Social Media Today o Chris Brogan
socialmediatoday.com chrisbrogan.com
o Social Media Trader o Micropersuasion
socialmediatrader.com micropersuasion.com
o Web Strategy by Jeremiah o Six Pixels of Separation
web-strategist.com/blog twistimage.com/blog
o Online Marketing Blog o PR Squared
toprankblog.com pr-squared.com

51. INSPIRATION & CREDITS
o Social media Is.... o Groundswell Blog
slideshare.net/leewhite/socia blogs.forrester.com/grounds
l-media-is well/2007/12/the-post-
method.html
o What the F**K is social
media o Shannon Paul's Blog
slideshare.net/mzkagan/what veryofficialblog.com
-the-fk-social-media
o Measuring the influence of
o The Social Media social media
Manifesto slideshare.net/DigitalInfluenc
briansolis.com/2007/06/futur e/business-impact-of-social-
e-of-communications- media
manifesto-for.html

52. THE MYTHS

53. THE MYTHS
“Social media is just a fad
– it will go away.”

54. THE MYTHS
“Social media is
inexpensive.”

55. THE MYTHS
“If we put our content online
we’re just giving our
expertise away for free!”

56. THE MYTHS
“We can’t measure
social media results.”

57. THE MYTHS
“Social media might work for
certain industries and business models
but it won’t work for us.”

58. THE MYTHS
“Tell the programmers to setup that social
media thing….and get them to make it
viral while they’re at it!”

59. THE MYTHS
“YouTube is that site for funny
cat videos – you’ll cheapen
our brand by putting
our video on there!”

60. THE MYTHS
“I’ve started a Facebook page so I’ve got
social media covered!”

61. THE MYTHS
“If we just delete all negative comments no
one will see them.”

62. THE MYTHS
“No seriously, I
don’t think anyone
will notice if we
delete those negative comments.”

63. THE MYTHS
“If we build it they will come.”

64. THE MYTHS
“Social media is for kids.”

65. THE MYTHS
“We have to figure this all out before we
start using social media.”

66. THE MYTHS
“Social Media is hard.”

67. THE MYTHS
“Social Media is easy.”