Beverly Macy 1 THE POWER OF SOCIAL MEDIA

@Beverly. Macy 1 THE POWER OF SOCIAL MEDIA IN DIGITAL MARKETING AND ADVERTISING DIGITAL MEDIA EDUCATORS CONFERENCE Beverly Macy June 13, 2014

Social Media for Business 2

What is Social Media 3 Social networking sites (Facebook, Twitter) Blogs (Wordpress) Video sharing sites (You. Tube) Photo sharing sites (Pinterest, Instagram) Crowdsourcing (Wikipedia) User reviews (Amazon, Yelp) Streaming sites (Ustream, Live Stream) Social bookmarking (Reddit, Stumble. Upon) Messaging (Snapchat/Whats. App)

Social Media Literacy/ Social Business Social media literacy refers to knowing how to use social tools and platforms to find and gather information, share thoughts, and generate discussion. For businesses this has already generated massive opportunities to better connect with customers and other stakeholders as well as improve the general perception of their brand. 4

Why It’s Important 1. 2. 3. 4. 5 Social Media is the first line in due diligence. Job applicants are Googled and their social platforms are reviewed. Linked. In is the primary way employers find new talent. It is the primary way job seekers can present themselves. Businesses need workers who understand the massive opportunities to better connect with customers and other stakeholders. They also need workers who understand the risks and pitfalls of mis-using social media. Enterprises are using social tools internally to collaborate and promote internal branding.

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Case Study Examples American Red Cross 7 How Social Media Saved the Sunset Strip Social Media Restart Community Building Through Extreme Sports Transform Government Real-Time in the Enterprise Publishing in Real-Time 1 Tweet turns into $33 M in Haitian Relief Customer Interaction Transforms Business USAToday EMC Corporation Orange County Transportation Authority Wahoo’s Fish Tacos Mazda North America The Roxy Theater DIRECTV 7

Luxury Brands Dominating Instagram 8

Yelp To Advertise Your Business Yelp gets 75 million + visits per month Yelp ranks for almost all local searches Over 90% of Yelp users say positive reviews affect their purchases Engage with customers Social Proof!

Pinterest for Small Business Pinterest is now the third most popular social network Shoppers referred to a site from Pinterest are 10% more likely to. buy Pinterest referrals spend 70% more money than visitors referred from non-social channels Call-to-action pins increase Pinterest engagement by 80% Tutorials, Guides and & DIY Pins see a 42% higher click through rate

BE The Example 11 Build School Spirit & Brand Image Help Attract Prospective Students Social Learning is HERE (Kahn Academy) Enhance Student Experience Give Universities Ability To Find Out What People Are Saying About Their Campus Positive Reputation Management – Highlight Research, Etc. Fundraising / Stay Connected with Alumni

Social Campus Athletics Ticket sales Alumni Events Game Day Buzz Social Communications Brand Awareness Recruiting ADMISSIONS 12 Community Campus Alerts Networking & Employment Opportunities STUDENT SERVICES

How Universities Use Linked. In 13 University Pages - Engage with millions of prospective and current students, alumni, and parents. Talent Acquisition- Linked. In has become the place to find talent – especially for passive recruitment (seeking those with positions). Trusted Contacts—On Linked. In you can quickly check references and interact with people who may have provided a prospective employee a recommendation. Video Link https: //www. youtube. com/watch? v=ic. BHQmtk. U 80

How Universities Use Twitter 14 Promote your mission and culture Twitter is the place to connect with niche audiences pertinent to our campus Have conversations and build relationships with individuals in the industry #Ed. Chat Monitor best practices – who are they following? Who’s following them? What are they up to?

Student’s Social Voices Social Media Campaigns (events, sororities, fraternities) Student Generated Content Student perspectives Pictures /Video / Mobile Messaging Systems Whats. App, 15 Snapchat

Crisis Management 16 an emergency, students, staff, and During media outlets inevitably turn to social media to share and seek out information When events are developing in real time, campus officials must be ready with an actionable plan for monitoring and communicating through social channels Monitor multiple social networks for realtime information from students and other sources Centralize control of university social accounts in order to broadcast accurate and timely updates across all networks and prevent the transmission of misinformation

Instagram Best Practices 1. Universities are using Instagram to showcase their beautiful campuses and surroundings 2. Universities are using Instagram to share events and public lectures 3. Universities are using #Throwback. Thursday on Instagram to share their history 4. Universities are using Instagram to showcase student activities 5. Universities are using Instagram to connect directly with alumni and followers 17

Alumni Relations 18 97% of U. S. colleges and universities are using social media to engage alumni Outreach and fundraising for both young and old alumni Alumni Relations professionals solicit and monitor feedback from former students in multiple social media channels on Linked. In and Facebook. They can also look This monitoring can reveal the pulse of the alumni community: how they are reacting to new executive hires, strategic initiatives, fundraising campaigns, and more

Blogging 19 What is a blog? A tool for communicating with students, alumni or employees to share knowledge & expertise, drive additional web traffic and connect with potential students, staff, speakers, suppliers, etc. Used by professors, universities, alumni, students. Provides opportunity to share their knowledge with a larger audience.

Campus Social Voice Your Social Voice should echo the BRAND message and mission Provide valuable content to online audiences – lots of pictures and videos Campus news, upcoming events, and day-to -day occurrences Be enthusiastic and conversational Promote your culture Remember, everything’s mobile now 20

Beverly Macy (310) 860 -4788 beverlymacy@gmail. com @beverlymacy 21 @Beverly. Macy