The survey was administered via to around 600 names in the Communicators Form in September, 2010 with some interesting results

Transcription

1 Presented by Matthew J. Adams, College of LS&A Web services The social media survey is a truly collaborative effort of the Trends and Tech Social Media team. I want to start by thanking members of the TnT committee and ask them to stand before we get into the rest of the survey. In the next 25 minutes or so, we ll review the highlights of the survey results and begin (really) a conversation that may help you tweak your approach to social marketing. The survey was administered via to around 600 names in the Communicators Form in September, 2010 with some interesting results 76 people responded for a 13% response rate with some pretty clear information 1

2 Video of Rumsfeld from here: 2

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6 So, what did we know going into the survey? We knew that there was a ton happening in the arena of social media at the U of MI. that people were embracing it to some degree that there were concerns about embracing it Communicators forum was, in general, requesting education about the matter What did we uncover in the survey that we already knew? The three top descriptions participants chose to identify their roles were marketing (37/49%), communications (61/80%) and management (15/20%). Respondents could choose more than one description. You use social media nearly as much for work as you do for play And now for a little exercise 1. Everyone stand up. 2. If your work tasks include social media communication or marketing less than 20 minutes a day, please sit down 3. Those of you still standing, raise your hand if your work tasks include social media communication or marketing more than 90 minutes/day 6

7 75% of respondents are spending at least 2 4 hours a week (25 50 min/day) 24% are spending minutes a day. More than 10% are spending more than 9 hours a week (1.8 hrs/day). As far as what social media technology you re spending your time on any guesses I mean, you already know that 7

8 For the most part this was true for both primary and secondary audiences the leaders in those categories were Primary: General Population and Secondary: Current Students 8

9 In other words, stuff we really learned from this For example 9

10 While you may not be surprised at this chart, if I add a little context it suddenly gets more powerful. You may recall that the scale for this question was never heard of it, familiar, using it regularly, and integrating it strategically This chart actually represents the combined numbers for respondents who report they use these tools regularly or strategically strategically. 10

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12 Most respondents feel that they are effectively engaging their audience using their preferred social medium. While the final aggregate score was around 52, this chart demonstrates that a significant portion of respondents thought their effectiveness was higher than that. I believe we have a couple of individuals who have volunteered to share their success stories with us 12

13 We learned that there s stuff we don t really know haven t figured out yet these points are really a call to action, I m guessing you ll see what comes next from the Social Media trends and Tech team and, perhaps, OVPC begins to really address this personally, I think this section is what demonstrates to us that we are truly in the adolescence of social media adoption at the university. 13

14 Effectiveness and strategy go hand in hand. The survey revealed that 81% of you felt your use of social media at work was strategic and at least 50% effective in reaching our primary and secondary audiences, but we don t know, know because 77% report never or infrequently so how do we know we re impactful? How do we know what to change? In other words, I think I m being strategic and successful, but I m not really measuring it and I m not really sure I want anyone to ask. = teenage adolescence? 14

15 Finally we can talk about the things you (and I mean we) don t really know about social media the question about concern raised three key elements that followed through onto 15

16 what you want to learn more about As this was discussed in pretty good detail at many of the TnT meetings, we feel these are the main elements of any M/C plan IF IT IS GOING TO BE STRATEGIC which begs two questions 1. Is it a part of your strategic marketing plan? Being scrutinized by audience? Wrapped into your event planning? Elevated to the level of direct mailing or advertising when appropriate? 2. What can be done to make some of these unknowns known? Certainly the Communicators Forum is a part, and we in the Technology and Trends group are in the final planning stages of creating an online place for us to share what s happening around our table, successes and best practices. But one other thing I wanted to offer and place before you was the importance of various opportunities to participate in a Community of Practice a place to talk about trends and share success stories and.failures in an effort to truly grow in this area. If you d like more information about how to joint TnT, please see one of us after and give us your business card/e mail TnT is such a group and perhaps more need to be created around specific topics or primary audiences or that would begin to fill in some of these known unknowns. 16

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