How State Associations Can Leverage Social Media Understanding the Social Shift Robert Starks Jr. Vice President of Learning Initiatives #APSCU2012 State Association Meeting
Understanding the Social Shift: How State Associations of Private Postsecondary Schools Can Leverage Social Media
Dec 05, 2014
This presentation was delivered to leaders of private postsecondary state associations to provide an understanding of social media, how it is different than any other media and how it requires a completely different approach to business if it is to be used effectively for accomplishing business objectives.
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Transcript
How State Associations Can Leverage Social Media
Understanding the Social Shift
Robert Starks Jr.Vice President of Learning
Initiatives#APSCU2012State Association Meeting
What is Social Media?
Web-based tools that facilitate Human Interaction
Traditional vs. Social
TRADITIONAL Monologue Interruption Push One to Many Limited Reach Control and Convince Customers Focused on
Transaction
SOCIAL Dialogue Invitation Pull Audiences of
Audiences Viral Reach
(Scalable) Share and Influence Brand Advocates Focused on
Relationship
Paradigm Shift
Brand = What customers say about you
Social Capital = Trust and reputation built by contribution of value to the community
Sharing = New marketing investment
ROI = Realization Of Influence
Presence ≠ Strategy
“Quit counting fans, followers and blog subscribers like bottle caps. Think, instead, about what you’re hoping to achieve with and through the community that actually cares about what you’re doing.”
- Amber Naslund
Strategy First
What Are Your Business Objectives? Increase membership Enhance brand awareness/value Provide professional development Increase revenues Educate constituents Improve government relations
Marketing ShiftWe are awesome! We
offer the best professional development
opportunities, we advocate for your
interests, and we hold great conferences!
I know. That’s why I am here. I found you online, saw pictures of past events, viewed past presentations,
and read what colleagues said about
you.
But I still don’t get it.
How does social Media Marketing work
exactly?
Word-of-Mouth before Social Media...
Word-of-Mouth after Social Media...
Messages are
distributed across
social media
channels...
Social is about Sharing
Social is Fast
News isn’t so “Breaking” Anymore
Social is Transformative
Social is About the Long-Term
“’Build it, and they will come’ only works in the movies. Social Media is a ‘build it, nurture it, engage them, and they may come and stay.”
-Seth Godin
Real World Examples?
Example
Example
Example
Common Mistakes
Common Mistakes
Questions to Ask Yourself
What business objective do I want to accomplish?
Do I have the necessary time/resources to build, manage & sustain an engaged community?
Do my platforms align with my goals and my target audience?
Will I need support? Who can help?
Suggestions
Pick one, manageable objective Develop a content strategy to follow Maximize existing content by
remixing it Workshop = blog = discussion = email
to members/non-members with social share options
Limit your platforms Choose platforms that align with
objectives
Final Example
This Presentation... SlideShare Upload State Association Group in CareerCollegeLounge Blog Entry on www.careercollegelounge.com Distribution via Wire/Twitter Integrate into LinkedIn profile with SlideShare
App Email blog post to State Associations Invitation to continued social learning if you
decide How can you contribute value to your
colleagues?
Group Discussion/Group Learning
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