Social Media in College Marketing and Communication
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1 Social media in college marketing and communication MACRAO Annual Conference October 24, 2011 Andrew Careaga Missouri University of Science and Technology Dawn Hatterman Metropolitan Community College-Maple Wood
2 What is your Digital IQ?
3 Source: HubSpot, 101 Awesome Marketing Quotes (
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7 Marketing isn t going to go away. Nor should it. But it needs to evolve rapidly and thoroughly, for markets have become networked and now know more than business, learn faster than business, are more honest than business, and are a hell of a lot more fun than business. The Cluetrain Manifesto
8 Blendtec s Will It Blend? videos on Youtube:
9 Amazon s mp3 music stream on Twitter:
10 Image via Anna Vignet,
11 Humanize your institution Image via
12 Communicating in a human voice adds a sense of personal and sociable human contact to the interaction with the public. [P]erceived conversational human voice may promote trust, satisfaction, and commitment in relationships between an organization and the public, which in turn results in favorable behavioral intentions toward an organization. Hyojung Park Missouri School of Journalism Source: MU News Bureau, Use of Human Voice in Social Media Can Help Organizations Build Relationships, May 18, 2011.
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16 Connect with your students
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18 Extend your reach Image via msspider66
19 Jack Dorsey: St. Louis native, Missouri S&T alum, Twitter co-founder
20 1,691, ,000 Jack Dorsey followers New York Times subscribers Jack Dorsey has more followers on Twitter (1,691,086) than The New York Times has subscribers followers on Twitter as of June 18, 2011; New York Times subscribers as of Sept. 30, 2010
21 Put yourself in control Image via Ben McLeod
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25 5 keys to social media success 1. Listen 2. Add value 3. Respond 4. Do good things 5. Keep it real Adapted from Aliza Sherman, Revisiting 10 Golden Rules of Social Media, Web Worker Daily, Jan. 5, 2010, revisiting-10-golden-rules-of-social-media/
26 Google Alerts google.com/alerts
27 Listening tools: Hootsuite Hootsuite.com
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31 Source: Charlene Li and Jeremiah Owyang, Social Strategy: Getting Your Company Ready, April 14, 2010 (
32 Planning: 4 steps 1. Develop a plan Integrate it Know what s already working 2. Beware the bandwagon 3. Understand your audience(s) 4. Feed your social media beast
33 Integration: what s already working? Campus visits/summer camps More than 70% apply About 61% 25% of freshmen attend at least one summer program Tele-counseling Increases attendance at high school visits, receptions, etc. Consistent, frequent communication Relationship building
34 Trust levels among prospective students Campus website Campus visit Viewbook H.S. sophomores H.S. juniors H.S. seniors High school counselors Social networking sites Very low relative trust ranking Source: Hobsons Domestic Research Report , cited by Karlyn Morissette, Oct. 22, 2009
35 Social media planning Objectives Measures (metrics) Management Resources Content (type and source) Promotion
36 Objectives Extend university reach and influence online by connecting and building relationships with key audiences (prospective students, current students, alumni, influentials) Provide additional channels for audiences to communicate and interact with the university Measures number and types of followers social media referrals to web content (campaignbased and not) feedback from friends, followers, etc. volume and quality of feedback Comments likes DMs,
37 Objectives Provide additional channels for audiences to receive official university information Monitor online reputation of the university in the social media sphere Measures number and types of followers number of interactions qualitative analysis of comments
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39 Management and resources 1. Who is the social media owner in your operation? 2. How do you allocate time and staffing?
40 Social media content 1. Type Official? User-generated? Tone? Frequency? Interactive! Responsive! 2. Source Feeds? Personal? Combination?
41 Guiding principles Empower employees to use social media to further your student recruitment goals Make it easy for them to use social media for that purpose Reinforce or expand on existing policies to make sure your institution is protected
42 Source: HubSpot, 101 Awesome Marketing Quotes (
43 Helpful hints: Facebook & Twitter Sharing video more effective on Facebook than Twitter Click-through rates are higher on weekends Numbers matter Bigger and louder works to a point Source: Dan Zarrella, The Science of Social Media, smsci.danzarrella.com
44 Helpful hints: Facebook & Twitter Avoid link fatigue Stay positive It isn t all about you (your business) Use combined relevance Help your audience look cool Source: Dan Zarrella, The Science of Social Media, smsci.danzarrella.com
45 MCC- Maple Woods Dawn Hatterman Associate Dean Enrollment Services What We ve Learned So Far and What We re Learning Now
46 12 Reasons You Need a Facebook Fan Page (Social Media Pathways) 1. There isn t a limit to the number of fans you can have. This makes fan pages especially valuable for Facebook users who reach, or are approaching, the 5,000 friend limit. 2. It s free. 3. It gives you a way to talk to and get feedback from your target audience, because like a user profile, you can update your fans with statuses that will appear in the news feed. 4. You can promote events. 5. It s an SEO boost. Facebook is currently the second most popular site on the Web according to Alexa. 6. You can customize the design using FBML, Facebook s version of HTML. Check out the Static FBML app for more. 7. You can create brand advocates. 8. You can easily promote it with tools provided by Facebook. 9. The Facebook Pages Insights analytics tool gives you useful information about your fans and their interactions. 10. You can build a community for your clients and prospects. 11. It s another funnel to your website. 12. You can add unlimited photos and videos.
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48 Marketing & Web Site Face to Face Recruitment Communication Facebook
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56 Create a Calendar for Event and Message Posting
57 How Do We Promote Our Facebook?
58 Advice for those who are ready to add Social Media: Identify and bring together your key players: Marketing, Registrar, Network Services, Admissions Director, Student Activities Determine your goal for adding Social Media Determine what is considered inappropriate behavior or content on your profile and fan pages and what action will be taken Create a procedure/policy manual Create an engagement policy that is posted on your page Create a calendar of messages, events, polls, etc. to keep Social Media active Make sure all your messages match (times/dates are same in all formats) Determine how you will use data to drive future content/activity Schedule quarterly evaluations of your data, procedures and policies Have more than one person knowledgeable and responsible to manage your Social Media and update procedures as Social Media changes Add Social Media responsibilities/experience to job descriptions Be ready to change to another social media format when Facebook loses it s appeal
59 Useful Tools: Facebook Help Center
60 Useful Tools: Insights Analytics Article
61 Useful Tools: College and University Facebook Pages
62 It s Easy to Create a Page
63 Resources Facebook-s-New-Insights-Analytics
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