ucas - what is social media? plenary session michelle goodall

What is social media?

Michelle Goodall

Social media consultant and trainer

[email protected] 07977 418 630

Linkedin.com/in/michellegoodall

@greenwellys

Delicious.com/greenwellys

Me

© Michelle Goodall, Oct 2010

Internet evoluLon

Source: Alistair Bruce, Google © Michelle Goodall, Oct 2010

So what is social media? “Any tool or service that uses the internet to facilitate conversa3ons”

Brian Solis

Conversa)on: Tools or plaRorms that allow anyone/everyone to share informaLon or

engage in conversaLon

Network: Social media is a phenomenon which creates a

personalised network for sharing digital content

Community: Set of updated communicaLon tools that allow us to build new communiLes at a Lme when our local community has almost been

lost

Empowering: Social media is an online

renaissance empowering

people to facilitate conversaLons around shared

ideas

A Radical Shi> in Communica)on: The radical shiU from one-‐way broadcast type

communicaLons to dialog and conversaLon using web based tools

Real-‐)me: Social Media is on-‐demand, real Lme interacLon, that uses technology to enable genuine engagement with others around media vs. simply sharing data with

them

Content Distribu)on: Social media consists of online technologies that

facilitate the creaLon and distribuLon of content

Source: Mashable, July 2010, Reader Responses to “What is Social Media?” © Michelle Goodall, Oct 2010

Another perspecLve…

Source: What the F**K is social media? © Michelle Goodall, Oct 2010

In reality it’s stuff we use every day..


And interesLng new technologies


We all use it differently….

Emma: Age 33: North West London

Faheem: Age 18: St Albans

Forrester Social Technographics ladder © Michelle Goodall, Oct 2010

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

What social media isn’t…


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

what prospecLve students want from a University website © Michelle Goodall, Oct 2010

AdopLon in UK

1%

11%

3%

6%

7%

18%

20%

21%

22%

24%

28%

48%

55%

56%

0% 10% 20% 30% 40% 50% 60%

Other

None

Virtual world activity

Social gaming

Use of location-based platforms

Creation of widgets

Use of social news sites

Creation of podcasts

Use of social bookmarking sites

Creation of mobile applications

Ratings and reviews

Corporate or brand blog

Creation of video / use of video-sharing sites

Social network profile creation and management

Source: Econsultancy’s 3rd annual online pr and social media report © Michelle Goodall, Oct 2010

Main social channels used

Source: Econsultancy’s 3rd annual online pr and social media report

83% 80%

58% 51%

23%

Twitter Facebook YouTube LinkedIn Wikipedia © Michelle Goodall, Oct 2010

Common Barriers


It’s not just Social media MARKETING

Source: Econsultancy’s 3rd annual online pr and social media report © Michelle Goodall, Oct 2010

How to do it right…


Planning

Online research Audience and stakeholder analysis

Channels, content, themes

InsLtuLon -‐ Strategic Insight

Social Media Strategy ObjecLves

Audiences

Channels, Tools and TacLcs

KPIs/metrics

Timing

Delivery

Evaluate/Measure

Monitoring

DisseminaLng InformaLon

Gathering Insight Responding

Share CollaboraLng

Monitoring

Leadership

Resource Skills

Culture ObjecLves

Vision and Values

Policies/guidelines

Content


It took this long to get to the tools…

Source: The ConversaLon Prism © Michelle Goodall, Oct 2010

Listen/Research Step 1. Define, refine monitoring keywords/ phrases

Step 2. Snapshot Tools Step 3.

Set up alerts and feeds Step 4.

Set up and manage in RSS reader Step 5.

Tweak keyphrases


No shortage of free tools


Create


Collaborate


Share


Set strategy, select tools and channels appropriately….


Avoid the tumbleweed of empty and under-resourced channels…

What next?

LocaLon, locaLon, locaLon….

Useful arLcle about protecLng your/ student privacy


Thanks…. What is social media?

Michelle Goodall

Social media consultant and trainer

[email protected] 07977 418 630

Linkedin.com/in/michellegoodall

@greenwellys

Delicious.com/greenwellys


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