Put The Put The Technology Technology To Work!To Work!

Mike RichwalskyAllegheny CollegeMeadville, PA

A little about me…A little about me…Assistant Director of Public

Affairs, Allegheny CollegeTechnology Fellow,

National Institute of Technology in Liberal Education

Blog at HighEdWebTech.com

Twitter: @mrichwalskyPartner, ErieBlogs.com

You can find me many You can find me many placesplaces

What we’re going to talk What we’re going to talk aboutaboutWhy is this stuff important?Major players:

◦Blogs◦Twitter◦Facebook◦YouTube◦Your own social network

Why Social Media?Why Social Media?

Social Networks and Blogs are more popular then email◦Nielson Report, March 2009

http://www.nielsen-online.com/pr/pr_090309.pdf

Why?Why?Enhance your existing marketingCreate or enhance your

connection with your “customers”

Find new “customers” at a reduced cost

Spread good news instantaneously

Why?Why?Stuff my kids have never lived

without:◦DVR◦HDTV◦YouTube◦iPod

They have never had:◦Cassette tapes◦Landline Phones◦Rabbit Ears

More and more people are More and more people are getting itgetting it

“The social network and blogging audience is becoming more diverse in terms of age: the biggest increase in visitors during 2008 to “Member Community” Web sites globally came from the 35-49 year old age group (+11.3 million).”

- Nielson Report

My Mom is on TwitterMy Mom is on Twitter

Let’s Get Moving…Let’s Get Moving…

From Brad Ward, BlueFuego

Blogging is the sub-floorBlogging is the sub-floorUpdated, semi-regular flow of

informationIf you want, open up commentsGreat for search engines

Who should be Who should be blogging?blogging?

StudentsStudents

Your PresidentYour President

Deans/ProvostDeans/Provost

FacultyFaculty

AdmissionsAdmissions

Athletics and CoachesAthletics and Coaches

You!You!(you’re kind of doing it already)(you’re kind of doing it already)

RSS are the 2x4sRSS are the 2x4sRSS Subscriptions Email

SubscriptionsUse this to power

other services◦Twitter and

Twitterfeed◦FriendFeed◦Facebook

Crowdsource your contentCrowdsource your content

Allow users to share your (blog) content and take it into the social network

They share it, their friends see it, and they share it and so on

TwitterTwitter

Who here uses Who here uses Twitter?Twitter?

Who is Twittering Who is Twittering Right Now?Right Now?

Your life, 140 characters at a Your life, 140 characters at a timetime

“So first of all, what is Twitter? The best analogy I can think of is that it's like CB radio, but for text messaging. You basically answer the question "What are you doing right now?" at different times throughout the day, and the messages that you send have to be short -- 140 characters or less.”

-Tony Hsieh, CEO Zapposhttp://twitter.zappos.com/start

Twitter DemoTwitter DemoHow to post

◦Web, TXT, iPhone◦TweetDeck & Twitterific◦Searching and hashtags

The Media is Using This The Media is Using This StuffStuff

The Media is Using This The Media is Using This StuffStuff

Sometimes Well, Sometimes Well, Sometimes NotSometimes Not

Sometimes Well, Sometimes Well, Sometimes NotSometimes Not

Customer ServiceCustomer Service

Customer ServiceCustomer Service

What are people saying What are people saying about you?about you?

What are people saying What are people saying about you?about you?

What are people saying What are people saying about you?about you?

How to start using TwitterHow to start using TwitterGet your account

◦Even if you aren’t going to use it nowFollow some people on your

campusUse Twitterfeed or BrightKit to

automatically publish your RSS feed to Twitter.

Use TweetDeck or Twitterific and dive into the deep end.

Show of handsShow of handsWho is completely freaked out right now?

It’s ok. It’s ok.

Let’s talk Let’s talk Facebook.Facebook.

Let’s talk FacebookLet’s talk FacebookThe most options of the big social

networks to create a space for your business.

Features:◦Personal Profiles◦Applications◦Groups◦Fan Pages◦Ads◦Photos/videos

Fan PagesFan Pages

Fan PagesFan PagesUsers become your “fan”Users can post questions and share

infoYou can add applications to your fan

pageYou can send an update to all your

fans at once (and target these!)Multiple people can be adminsChanged in March 2009 to be more

like profiles

GroupsGroups

Users can join a group or be invited in◦Ask questions◦Share links,

photos and videos

◦Events

Differences between Fan Differences between Fan Pages and Group PagesPages and Group Pages

Fan Pages can be viewed by non-FB members

Analytics Data on Fan PagesGroups can be protected

Advertising on FacebookAdvertising on FacebookFacebook Ads are text ads similar

to AdsenseRelatively inexpensivePay per click or per 1,000 viewsTargeting is the best selling point

Advertising on FacebookAdvertising on Facebook

Setting up an adSetting up an ad

Targeting an adTargeting an ad

AnalyticsAnalytics

CostsCostsWe targeted Pittsburgh students

in high school◦160,339 impressions◦42 clicks◦Max bid of $0.85◦$23.61

YouTubeYouTubeYouTube is the

web’s biggest video destination

People can subscribe to your videos, be notified of new videos and share them with you and other subscribers

Free and easy to post videos

HD!

Allegheny ExampleAllegheny Example

◦Posted college video as part of marketing campaign

◦1,400 views, with very little promotion

◦Cost for hosting: $0

Want a social network?Want a social network?You don’t want to use Facebook

and you want some control.Pay $$$$$ for private label

communityOr use Ning.

Ning.comNing.comInvite-only social network.You control content, features and

more.$20 a month if you want it ad-free or

run your own ads$5 a month to use your own domainIn 5 minutes, you could have your

own private-label social network for alumni, students, prospectives and more.

Ning.comNing.com

Ning.comNing.com

Get Started Today!Get Started Today!Start your blogCreate your Twitter feed

◦Follow people!◦@mrichwalsky, @alleghenycol

Make a FB Fan page for your school◦Promote it!

Shoot a quick YouTube video and upload it

Learn MoreLearn MoreGreat Article:

http://tinyurl.com/socialpdf

BlogHighEd.orgSocial Media Press Release

◦http://www.shiftcomm.com/downloads/smprtemplate.pdf

Question TimeQuestion Time