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How to Survive

in a Post-Facebook World

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!! Mike Smith!! Twitter: @MikeSmithDev!! Blog: http://www.mikesmithdev.com!! Email: mike@mikesmithdev.com

My opinions do not represent those of Texas A&MUniversity or The Association of Former Students

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1.! Did social media steal my controlover communications?

2.! If you build it, will they come?3.! Engage your constituents where

they live

4.! Where does email fit?5.! Going mobile6.! So how do we do it?

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!! Social media has claimed its role as anintegral part of Web 2.0

!! Has your broadcast only communicationsmodel been turned upside down?

!! Have you been removed from thecommunications equation?

The Reality: You have a powerful newmedium to connect with your audience.

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!! Creating the location and content

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"Walled-garden" solution

Facebook

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Not shown: LinkedIn group, AggieNetworking with 14,000+ members.Currently not affiliated with TheAssociation, but we are working to builda relationship.

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!! Outside of Facebook arena!! Blogs!! Video sharing!!

Photo sharing!! Twitter

Its about becoming a part of the dialogue,without the impetus to control it.

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!! Email sent in 2009: 90T!! 95% is SPAM

!! Reputation matters:!! 20% of emails do NOT reach

the inbox

!! Complaints of .4% canseverely damage delivery

Spam complaintsSource: ReturnPath study 2009

Frequency, message, & audience mustbe on target

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!! Apps:!! Written specifically for a particular device!! Doesnt require web access!!

Can take advantage of all the features of the device

!! Mobile site:!! A version of your site optimized for a mobile device!! Doesnt rely on the mobile OS!! Viewable on any smart phone

Establish your mobile site first toincrease your brands reach

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!! There are no social media magic bullets!! Best practices, while providing good instruction,

may not work for you

!!Examples!! How other organizations have utilized social media!! Where social media can exist on your website!! How to start getting involved in their networks!! How to manage your mass email strategy!! Examples of mobile sites!! Watching trends

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Positive Negative

!! SeaWorld: Followingthe tragic attack by akiller whale, they had arapid and appropriateresponse!! Blogs!! Twitter!! Facebook!! YouTube

!! Nestle: Environmentalactivists pressured Nestleabout palm oil purchaseson their FB page.

!! Nestles replies werefollowed by a negativesocial media responseeven though theyaddressed the palm oilissue

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!! TweetBeep.com!! Twitter brand alerts

!! BackTweets.com!! Link backtracking

!! Google Alerts www.google.com/alerts!! Search notifications

!! Radian6.com!! Integrated monitoring

!! SocialMention.com!! Real time social media search

!! Technorati.com!! Blogs / search

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!! When you are ready to get involved,remember:!! Social media is a two-way conversation!!

Be genuine!! More casual dialogue!! Promote your users!! Dont broadcast all of the time: discuss relevant

content (to your brand/industry) that isnt your own

!! Respond to criticism as needed, in a positive way

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!! Ensure you can effectively measure campaignsuccess and adjust strategy accordingly!! Opens!!

Bounces!! Clickthroughs!! A/B tests

!! Companies:!! Convio www.convio.com!! Bronto www.bronto.com!! Constant Contact www.constantcontact.com!! MailChimp - www.mailchimp.com

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!! Pick the most important aspect of your site,and design it for a smart phone!! Over time, add more to your mobile functionality!!

Harness the benefits, like location data

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!! Mashable - www.mashable.com!! Social media news and tips

!! MediaPost www.mediapost.com!! SocialMediaInsider blog

!! Smart Brief - www.smartbrief.com!! Industry-specific email newsletters

!! eMarketer www.emarketer.com!! Digital marketing intelligence

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!! Create a social media & content strategy first,as this will determine the tools you need

!! Get involved!! Dont be overly reliant on a 3rd party social

network or tools

!! Integrate your website, mobile, social, andemail strategies

!! Social media isnt freeQUESTIONS?