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Social Networking. Marketing Roundtable 3/18/09. Why we’re talking about this. To help you determine how, or whether, you want to pursue these outlets To demonstrate that there are other alternatives to print besides e-mail!. FACEBOOK. Facebook Facts.

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Social networking l.jpg

Social Networking

Marketing Roundtable

3/18/09


Why we re talking about this l.jpg
Why we’re talking about this

  • To help you determine how, or whether, you want to pursue these outlets

  • To demonstrate that there are other alternatives to print besides e-mail!



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Facebook Facts

  • Launched in Feb. 2004 as a site for university students and faculty; in 2007 opened to all

  • 68 million active Facebook users

  • Usage grew by 125% in 2008

  • Fastest growing demographic: 25 and older:

    • 100,000 age 64+

    • 310,000 age 45–63

    • 380,000 age 35–44

    • 3 million age 25–34


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Facebook Pros

You should consider using Facebook if:

  • Your target audience is primarily students or young alumni.

  • You have the resources to monitor the page daily, answer fan questions, and update it frequently (ideally weekly).

  • You have content that is specific to your unit and doesn’t duplicate content on the UW page.

  • You have Facebook Friends who will become fans of the page and help promote it.

  • You have a strategy for addressing controversies or crises related to your unit that might lead to increased activity on your page.


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Facebook Cons

You’re not ready for Facebook if:

  • Your unit has “control issues”

  • You are unwilling to become part of the Facebook community yourself

  • You think you can just let your student interns manage it

  • You think you can manage it without some student involvement


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Examples: UW on Facebook

Some of the UW Schools and Departments on Facebook:

  • UW page launched: April 2008; 7,000+ fans

  • Evans School of Public Affairs

  • UW School of Law

  • UWAA

  • Undergraduate Research Program

    Some of the UW leaders on Facebook:

    • Mark Emmert

    • Phyllis Wise

    • Jim Jiambalvo

    • Ana Mari Cauce

    • Harry the Husky!



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What the heck is Twitter?!

  • Interactive, personalized news feed

  • A place to post text-based status updates—they’re called Tweets!

  • They have to be 140 characters or fewer

  • They show up on your profile page and are delivered to other users who have signed up to receive them


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Why should I care about Twitter?

  • It grew by 1,382% year-over-year in Feb.

  • 5.9 million users as of Jan. 2009

  • It is increasingly a driver of news and referring traffic to Web sites

  • It’s a fast and easy way to build relationships

  • You don’t need to know people’s e-mail addresses to connect with them!


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Twitter Pros

  • Doesn’t require any technical skills!

  • Your org can have an ongoing presence in a Twitter “follower’s” routine

  • Typical Twitterers use the site at least daily, often hourly

  • Gain insight into the interests of your most engaged constituents

  • Your followers can consume your information more easily, unlike a newsletter or a website/blog that requires a user to actively visit it or subscribe.


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Twitter Cons

  • Requires very regular maintenance—at least daily

  • 140-character limit decreases the depth of your engagements

  • As Twitter usage increases, so does the number of tweets you have to compete with


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Best Uses for Twitter

  • News & event updates

  • Emergency announcements

  • Play-by-play reporting from conferences, lectures, sporting events, etc.

  • To encourage conversation with and input from followers

  • Eyewitness accounts (e.g. Mumbai attacks)


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Examples: UW on Twitter

  • UWNews:http://twitter.com/uwnews

  • UWSportsNews:http://twitter.com/UWSportsNews

  • UWTV:http://twitter.com/UWTV

  • The Daily: http://twitter.com/thedaily

  • The Henry: http://twitter.com/henryartgallery

  • UW Career Center: http://twitter.com/uwcareercenter

  • School of Public Health:http://twitter.com/uwsph

  • Cliff Mass:http://twitter.com/cliffmass


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How Athletics Uses Twitter

  • Started using it in Jan. 2009

  • To push news, including insider news

  • To encourage fan engagement

  • Accounts include:

    • General UW Athletics

    • Football Coach Steve Sarkisian

    • Volleyball

    • Crew

    • Softball


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LinkedIn


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What is LinkedIn

  • A site for professional networking

  • Users post resumes, recommend colleagues’ job skills

  • Has more than 36 million members

  • Organizations create groups to bring together people who want to be associated with their brand


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Examples: Uses of LinkedIn

  • For Q&A opportunities

  • Monitor the competition

  • Facilitate networking

  • Provide profile information, like statistics, demographics, key links


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Examples: UW on LinkedIn

  • University of Washington (Seattle, Bothell)

  • Foster School

  • UW Medicine

  • School of Law

  • iSchool

  • Libraries

  • Alumni Group (not run by UWAA)


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Social Networking Resources

  • For UW marketers:http://www.washington.edu/externalaffairs/uwmarketing/toolkits/category/best-practices/



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Glossary of Facebook Terms

  • Profile: How an individual person joins and represents him/herself on Facebook. Profiles draw Friends.

  • Page: A way for businesses & organizations to represent themselves on Facebook. Pages draw Fans.

  • Groups: Another option for organizations; groups are made up of Members.

    • Can be made private

    • Allow you to send message directly to members

    • But have limited capabilities


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Glossary of Twitter Terms

  • Tweets: 140-character posts

  • Follower: Other Twitter users who want to have a feed of your tweets

  • Re-tweets: Re-broadcasting someone else’s tweet to your followers


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Median Age Data

  • For Twitter: 31

  • For MySpace: 27

  • For Facebook: 26

  • For LinkedIn: 40


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