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UT System Seminar Takeaways

Carmella Magnes (@luvROI) works with the wonderful team at St. Ed’s and spoke about the shift to left brained, or more quantitative, marketing.

Are you right or left brained? Take this test to find out.

  • it’s not how creative you can be, it’s how you can help my business
  • from ‘how to spend X?’ to ‘how little can I spend?’
  • moving segments through a cycle to an action
  • from parallel efforts to complimentary synergies
  • the Web has become an ala cart buffet (that give heartburn)
  • better to have a gourmet selection
  • effective strategies require
    • a 30K ft view
    • channel blindness
    • segmentation
  • we’re not good at marketing marketers
  • define KPIs! The KPI funnel:
    • leads
    • qualified leads
    • prospects
    • yield
  • the new left brained tactics: SEO, SEM, SMM
  • alt tags: honey to Google’s bees
    • not just for accessibility
    • tag every photo and graphic
    • avoid being too literal
    • use your keywords
    • write as sales message

St. Ed’s crafted a social media policy in 18 mos. with a comitte of 8-12 which had to address

  • personal v professional distinctions
  • ‘outside site’ surfing hr policies updated

She highly recommends the book The New Rules of Marketing and PR.

Her synopsis.

  1. Always have at least one measurable
  2. Translate to business results
  3. Project results forward
  4. Seek champions
  5. (I didn’t write it down, doh!)

Paul Walker’s Social Media Strategy In Seven Steps

Social Media Strategy Project

  1. Interview stakeholders on goals, objectives
  2. Assess the online conversation, ID key influencers
  3. Brainstorm with creative digital and social media pro’s –listen, influence, engage, convert ideas
  4. Define KPIs & Performance Mgt. approach
  5. Package the program
  6. Sell the program to stakeholders
  7. Execute + Performance Management

Find the .pdf of this info and other presentations from the first UT Social Media Collective agenda.

Notes From Jan’s UT Social Media Collective

Paul Walker

Here are a few of the points I want to remember from this week’s meeting by Paul Walker.

  • Texas pride is off the charts! Better than any brand Paul’s worked with. In the 90-95% range for positive discussion.
  • Don’t forget forums! A lot of conversation still goes on in forums, but we frequently overlook them.
  • We need to engage alumni in a mutually beneficial relationship by adding value. A great first way to engage is always to ask for their ideas.
  • Our SocMed efforts would benefit greatly from cross campus consistency and cross-promotion. Look for things to share coming out of other units.
  • Establish a conversation calendar to keep your team on track, your efforts focused, and your readers able to easily follow.
  • All the big stuff: strategy, goals, req’d resources, analytics and tracking, KPI’s (key performance indicators)…

UT Social Media Collaborative

Paul Walker, special assistant to the dean on social media, put together a day-long UT Social Media Collaborative event yesterday. Here are some notes from my sketchbook.

S. Craig Watkins

S. Craig Watkins

S. Craig Watkins author of “The Young and the Digital” asks, Has social media made us TOO social?

Paul Walker

Paul Walker

Paul Walker, Communications teacher and social media consultant to the Tower, says

  • Do a strategy in 6 weeks, be ready for the new year
  • In a nutshell: Create a strategy, listen for influencers, engage them, convert them to your mission, and manage the performance of your strategy
  • Balance is key. Find the sweet spot in the intersection between
    • your unit’s goals
    • the channels available (and emerging)
    • the conversations going on out there
  • Tools like Radian 6 and Watershed are good, but not great at capturing the tone of the conversation
Nyleva Corley

Nyleva Corley

Nyleva, Web Editor for the Office of Public Affairs asks the writer’s questions: who, what, when, where, why?
  • Who’s talking?
  • What are they saying?
  • Where are the people, and the where are the conversations taking place?
  • When do they occur?
  • Why are people talking?
Brittany Paxman

Brittany Paxman

Brittany Paxman, a student of Paul’s had a lot of great practical advise.
  • Make a list of influencers, bloggers using Google blog search and Technorati (which gives an influence ranking)
  • Keep asking, “How can I become part of the conversation.”
  • Subscribe to Goolge alerts and your influencer blogs with your RSS reader
  • Likes Quantcast.com for unique visitor tally, Factiva (available through library) for mainstream media mentions
  • Google tip: use “link:[URL]” to see referring sites
  • Order of importance: Technorati, Visitors, Media mentions, Referrers
Edgar Allen Poe

Edgar Allen Poe

Jen Tisdale and Alicia Dietrich, Public Affairs reps for the Harry Ransom Center, created a campaign for their Poe exhibit “Poe Mania.”
  • Began by targeting select media w/presspack teaser
  • Scheduled daily reveals (automated ahead of time)
  • 3 days of a Facebook add was cheap (~$400) and effective (fans increased by 1/3)
  • 60% of the media they targeted ended up covering their event
  • The click-throughs from Facebook and Twitter were about the same, 350 from each.
  • Worked with local startup Social Agency’s tool Spreadfast. Liked it, continuing to use, partner.
Tim Hayden

Tim Hayden

Tim Hayden, CEO of GamePlan.

  • “If you suck offline, you’re gonna suck online!”
  • The audience isn’t just listening, they’re talking.
  • The three screens: live, mobile, online (TV’s gone)
  • Best to keep the cat in the bag: say “special guest” instead of “Mack Brown appearance”.
  • Mobile SocNetworking: Foursquare, GoWalla (local Austin)
  • 90% of word of mouth marketing takes place offline! – Keller-Fay
  • Nothing, not TV, microwave, had been adopted as fast as social media
  • This is a rising tide.
  • There are no social media experts.
  • Beware of mobile: the Web in your pocket or purse.
  • It’s never too late to start your campaign.
  • Formula: data > dialog, surprise, intrigue > ENGAGE: live, mobile, online > dialog, feedback, metrics, content
  • Formula: Mobile devices + Online relationships = More happening OFFLINE!
Keene Haywood talked at lunch about what’s coming next.
  • The Web is data driven, metadata organization
  • Mobility and sensors are driving the Web. ie. Location (see Foursquare, Loopt)
  • “The internet of things” is being realized. It’s not cyber, it’s REAL!
  • Google’s iPhone app switches from text to voice input when you raise it to your ear. Cool!
  • We’re just seeing the tip of the augmented reality iceberg. (ie. Layar overlays info on a location.)
  • Online etiquette is a sign of a network’s maturity. Just look at the comments on Flickr v. YouTube.
  • Google WAVE: program > platform > protocol. (you can embed in a post)
  • Check out, watch out for: Yammer, Present.ly, Plaxo, Brizzly (cleaner Twitter)
Brooke Hovey, Managing Director of Cohn-Wolfe Digital, spoke about Facebook tips for fan pages.
  • 40% of people on FB are fans of brands.
  • Follow brands that are doing it well.
  • Support your fans, be targeted (like gender or geography)
  • Top Ten FB fanpage tips
    • assign a dedicated, passionate mngr
    • use tabs and apps
    • use ads
    • have a 2-3 conversation calendar
    • read and respond to conversations, comments
    • give em what they want: exclusive offers, info/entertainment
    • contests (use 3rd party sites to get around new restrictions)
    • photos: you and them, get them to submit
    • create events and groups
    • monitor FB Insights
Dave Holsten

Dave Holsten

David Cook

David Cook

David Cook and Dave Hosten talked about what to measure.

  • Ask “So What?”
  • By asking questions we establish a mindset > is our investment worth it?
  • Understand what the data means and doesn’t mean.

Social Media Policies Worth Stealing

Mashable published three great social media policies to steal from.

Kodak on transparency:

Even when you are talking as an individual, people may perceive you to be talking on behalf of Kodak. If you blog or discuss photography, printing or other topics related to a Kodak business, be upfront and explain that you work for Kodak; however, if you aren’t an official company spokesperson, add a disclaimer to the effect: “The opinions and positions expressed are my own and don’t necessarily reflect those of Eastman Kodak Company.”

Intel on moderation:

The Good, the Bad, but not the Ugly. If the content is positive or negative and in context to the conversation, then we approve the content, regardless of whether it’s favorable or unfavorable to Intel. However if the content is ugly, offensive, denigrating and completely out of context, then we reject the content.

IBM on Social Media Value:

If it helps you, your coworkers, our clients or our partners to do their jobs and solve problems; if it helps to improve knowledge or skills; if it contributes directly or indirectly to the improvement of IBM’s products, processes and policies; if it builds a sense of community; or if it helps to promote IBM’s Values, then it is adding value. Though not directly business-related, background information you choose to share about yourself, such as information about your family or personal interests, may be useful in helping establish a relationship between you and your readers, but it is entirely your choice whether to share this information.

I hope to use (and cite) these for McCombs’s purposes. Any thoughts on how/if they need to be modified for the McCombs School?