Why, What, How SMU Cox Social Media Update

11.5.11

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Social Media Update

•  James Stewart •  SMU Cox Digital Marketing Director •  Career split between ad agency side/client side •  Autos and Telcos

•  Why Social Media •  What users want •  What brands get

•  Which Social Media (media landscape) •  How Social Media (for Cox School) •  Extending the Social and Content Link •  A new tool box

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Why social? – influence

Why social? – trust

In other words

•  I may learn something very cool from Ulrike Schultze (PhD) but I make a choice based on the advice of Ally Phillips (BFF)

Why social? – part 1

The great news is, we (Cox) can enhance people’s experience in nearly all these.

“Social media presents an opportunity for direct access to the people outside the company whom we now know control its brand, its fortune and its fate.”

Mike Troiano Founding CEO, Ogilvy & Mather Interactive Principal, Holland-Mark, Boston Cornell, Harvard Business School

Why social? – part 1b

Social Marketing Landscape

It's interesting that Twitter—used by b-to-b marketers almost as thoroughly as they use LinkedIn and Facebook when all social channels are considered—falls well below those two as the single most favorite social media channel.

Social Marketing Landscape

It's interesting that Twitter—used by b2b marketers almost as much as they use LinkedIn and Facebook —falls well below those two as the single most important social media channel.

Social Marketing Landscape

As interesting, if not more so, is that anyone focuses marketing energy on Twitter.

Target Marketing Building

Community

Leveraging Two Leading Social Networks

= Your Virtual and Viral Personal Portfolio (you and your “band” of friends sharing experiences)

&/or

= Your Virtual and Viral Professional Persona (showcasing and managing your “pinstripes brand”)

Facebook Fan Page Facebook.com/smucox Fan Page ‘likes’ create a FB relationship similar to a ‘friend’

Page advertised @ launch 11.1.09 to SMU Cox grads on Facebook. Has grown organically and steadily since

Why social? – part 2

On average, smiling Facebook members reported 15 percent more close friends than their dour peers

According to an analysis of Facebook, people who smiled in their profile photos tended to cluster with other smilers

Emotions spread especially well through the online network, so it’s a good bet this person will eventually post a smiling portrait

Action item 1 - cheer up

On average, smiling Facebook members reported 15 percent more close friends than their dour peers

According to an analysis of Facebook, people who smiled in their profile photos tended to cluster with other smilers

Emotions spread especially well through the online network, so it’s a good bet this person will eventually post a smiling portrait

Action item 2 – Like facebook.com/smucox

B-School Presence on LinkedIn

•  Unofficial census b-schools using LinkedIn Groups search

•  2,300+ groups: range from 6,388 to 2 members

•  Institution vs. alumni/student/constituent “owned”

•  We migrated existing groups from alums to Cox two years ago

•  SMU Cox MBA Alumni – 2,794 Members

•  SMU Cox School of Business – 2,165 Members

•  MSA Alumni Subgroup - 205

LinkedIn SMU Cox MBA Alumni – exclusively for Cox MBA alums.

Pre-approvals for MBA grads with same e-mail address in Cox database and Linked In

All other approvals completed Friday of each week

Non-qualifiers directed to;

SMU Cox School of Business LinkedIn ‘open’ group

Pre-approvals for all grads with same e-mail address in Cox database and Linked In

Other request cleared weekly Will include regional sub-groups and corresponding event info.

Networking link

Extending the link

A simple, useful presence via coxalums.com •  Alumni Users can view events, contacts,

additional pages, search the directory, participate in discussion groups, view useful links, join the club, and see current volunteer opportunities.

•  Leaders have the same access as the alumni user but they also have limited administrative privileges such as creating websites and deciding the content of the website. Leaders can only manage content that is specific to their affinity group.