CIT PDC Social Media SummitJuly 18, 2012

*What are we doing with Social Media Marketing?

*Today’s journey

*What is Social Media Marketing*What’s the Plan, Stan?*Who is “we”?*It’s about moving?*Fair words butter no parsnips…

*…Marketing

*Social Media is for Hippies; Social Media Marketing is for Business

* No BS Social Media, Falls and Deckers (2012)

*Fundamental difference social vs older media*“Now they can talk back to you”, AND*“they can talk about you with others”

*Multilogue

Us

Customers

Customers Other Us'

Groups

World

You

*…Marketing

*Getting out the word, building awareness, starting the multilogue….

*…using already existing relationships to carry Our Message and extend the relationships

*What’s the Plan, Stan?

*OASIS model (from marketing lore): Gold.*Objectives: what's the goal?*Audience: who do you meet?*Strategy: what’s your line?*Implementation: make all the moves*Sustainment: make it last

*[O]bjectives

Create awareness of UBIT products and services available to intended audiences who are less inclined to build awareness using traditional media

Gain access to the “mobile proposition” of constant access to information via Smartphone’s and mobile devices

Respond to changing patterns of Internet use, especially in young audiences

Package UBIT messaging in ways to instantly be shared, engender dialogue, and build communities of support to encourage users to seek help from each otherChange the information acquisition metaphor from Search to Push

Increase word of mouth marketing among the on-campus community at UB

*[A]udience

*Who is already using Social Media?*Students (allfacebook.com: 96% use FB)*Younger faculty

*Example:*UB’s Student Experience FB page *+8000

*[S]trategy

*Who is “we”?*UB Techqual Q: Easy to use web sites

redesign the websites for easy use. especially, hub center and bulls eye. integrate all the websites. There are too many independent pages and i usually use Google to search and visit these pages

*The Plan

In order to maintain the Unity of UB’s brand, we plan to distribute our messages through pre-existing University at Buffalo social media pages, such as the University at Buffalo Student Experience, which already display the University image. Rather than creating entirely new sites, we will utilize the thousands of subscribers already receiving updates from the University.

*[I]mplementation

From one point to

another…

It’s about movin

g

What’s known?

Current

What should they

know?Desire

d

*Focus group*Some UB students (N=6)*Asked questions to learn*What did they know*What would they be interested in knowing*How should we tell them

*UBIT services?

*UB Micro*Printing*Software*Microsoft Office*Anti-virus

*Laptop Repair

*Tell me about…

*Free antivirus*Print from PC/Mac (Print Anywhere)*Mobile device support UBlearns*Where to find power outlets*Workshops for skilling*iPhone access to UBmail *iPrint for non Mac’s (!)

*Don’t tell me about…

*Open port access*Linux software*Conference calls*Hearing impaired services*Different wireless networks*UBClicks*Legal alternatives to downloading

*How tell?

I feel like people would be more comfortable getting information through a Facebook™ interface because they’re more used to it than the CIT website

*Pay attention!

*Pix and links to grab attention*Timed correctly*Can’t be overwhelming… 1-2 a week at

most

University at Buffalo Student Experience20 minutes ago

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