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©Fluid Studio, 2009
there is no silver bullet                            ©Fluid Studio, 2009
We all have a circle of influence.People are influenced by those they trust.                                             ©...
Circle of Concern     What you                      care about.                       What you can                       d...
People do not want to be sold to.                             they want to interact anD be heard.                         ...
©Fluid Studio, 2009
You cannot control the Conversation,     but you can participate in it.                                       ©Fluid Studi...
©Fluid Studio, 2009
4 P’S©Fluid Studio, 2009
4 P’S                        PRODUCT©Fluid Studio, 2009
4 P’S   PRODUCT, PRICE                         ©Fluid Studio, 2009
4 P’S   PRODUCT, PRICE        PLACE                         ©Fluid Studio, 2009
4 P’S   PRODUCT, PRICE        PLACE, PROMOTION                           ©Fluid Studio, 2009
3 R’S©Fluid Studio, 2009
3 R’S                        RELEVANT©Fluid Studio, 2009
3 R’S   RELEVANT, REAL                         ©Fluid Studio, 2009
3 R’S   RELEVANT, REAL        RESPONSIVE                         ©Fluid Studio, 2009
4 R’S   RELEVANT, REAL        RESPONSIVE                         ©Fluid Studio, 2009
4 R’S   RELEVANT, REAL        RESPONSIVE, RELATIONSHIP                                   ©Fluid Studio, 2009
10 Ways Universities Are Engaging		   Alumni Using Social Media		   (special thanks to Mashable)     1.      Helping Alumn...
10 Ways Universities Are Engaging		   Alumni Using Social Media		   (special thanks to Mashable)     2.      Collaboration...
10 Ways Universities Are Engaging		   Alumni Using Social Media		   (special thanks to Mashable)     3.      Fundraising: ...
10 Ways Universities Are Engaging		   Alumni Using Social Media		   (special thanks to Mashable)     4.      Training Alum...
10 Ways Universities Are Engaging		   Alumni Using Social Media		   (special thanks to Mashable)     5.      Meeting Alumn...
10 Ways Universities Are Engaging		   Alumni Using Social Media		   (special thanks to Mashable)     6.      Providing Too...
10 Ways Universities Are Engaging		   Alumni Using Social Media		   (special thanks to Mashable)     7.      Alumni-Genera...
10 Ways Universities Are Engaging		   Alumni Using Social Media		   (special thanks to Mashable)     8.      Promoting Alu...
10 Ways Universities Are Engaging		   Alumni Using Social Media		   (special thanks to Mashable)     9.      Mobile Reunio...
10 Ways Universities Are Engaging		   Alumni Using Social Media		   (special thanks to Mashable) 10.         Connecting Th...
10 Ways Universities Share		Information Using Social Media		 (special thanks to Mashable)   1.   Gathering and Sharing Inf...
10 Ways Universities Share		Information Using Social Media		 (special thanks to Mashable)   2.   Showcasing Student and   ...
10 Ways Universities Share		Information Using Social Media		 (special thanks to Mashable)   3.   Providing a Platform to B...
10 Ways Universities Share		Information Using Social Media		 (special thanks to Mashable)   4.   Emergency Notification   ...
10 Ways Universities Share		Information Using Social Media		 (special thanks to Mashable)   5.   Connecting People        ...
10 Ways Universities Share		Information Using Social Media		 (special thanks to Mashable)   6.   Producing, Not Just Promo...
10 Ways Universities Share		Information Using Social Media		 (special thanks to Mashable)   7.   Creating a Dialogue and  ...
10 Ways Universities Share		Information Using Social Media		 (special thanks to Mashable)   8.   Facebook Office Hours    ...
10 Ways Universities Share		Information Using Social Media		 (special thanks to Mashable)   9.   Coaching for the Spotligh...
10 Ways Universities Share		Information Using Social Media		 (special thanks to Mashable)  10.   Getting Wired Via Mobile ...
Youtube Colleges Channel   iTunes U   	 iTunes U, part of the iTunes Store, is possibly the     world’s greatest collectio...
How a University Embraced Social Media and Scored Millions in YouTube Views                                         ©Fluid...
Carnegie Mellon University     Location: Pittsburgh, PA     Industry: Higher Education     Number of Employees: 4,000     ...
Carnegie Mellon completed a		   Web 2.0-focused web site redesign     goal     The campaign’s goal was to increase the    ...
Carnegie Mellon completed a		   Web 2.0-focused web site redesign     Tactics     •	Securing 10,000 video views for     	 ...
Carnegie Mellon completed a		   Web 2.0-focused web site redesign      Tactics     	 The university intended to highlight ...
Carnegie Mellon completed a		   Web 2.0-focused web site redesign     Tactics     	 The school created a YouTube channel  ...
Carnegie Mellon completed a		   Web 2.0-focused web site redesign     the results     	 The Web 2.0 initiatives by CMU con...
Carnegie Mellon completed a		   Web 2.0-focused web site redesign     the results     	 The initial goal for the three mai...
Carnegie Mellon completed a		   Web 2.0-focused web site redesign     lessons learned     •	In social media, keep your ini...
Carnegie Mellon completed a		   Web 2.0-focused web site redesign     lessons learned     •	Messaging needs to be authenti...
SMS (Texting) Services    94% Open Rate    15%-50% Redemption Rate    Connect with your customers and    consumers on a pe...
SMS (Texting) Services    Recent Campaign      EXCLUSIVE NEWS    Examples                      TO SUBSCRIBE: Text: Village...
SMS (Texting) Services    Recent Campaign    Examples                             ...
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Social Media for Colleges and Universities

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Colleges and universities are beginning to embrace social media and realizing the potential power for using it as a component of their overall marketing mix. This seminar will introduce some of the more popular mediums of social media (including Facebook, Twitter and YouTube) and discuss best practices and recommendations for higher education marketers.

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Transcript of "Social Media for Colleges and Universities"

  1. 1. ©Fluid Studio, 2009
  2. 2. there is no silver bullet ©Fluid Studio, 2009
  3. 3. We all have a circle of influence.People are influenced by those they trust. ©Fluid Studio, 2009
  4. 4. Circle of Concern What you care about. What you can do something about.Circle of Influence ©Fluid Studio, 2009
  5. 5. People do not want to be sold to. they want to interact anD be heard. ©Fluid Studio, 2009* Enquiro: “Business to Business Survey 2007.”
  6. 6. ©Fluid Studio, 2009
  7. 7. You cannot control the Conversation, but you can participate in it. ©Fluid Studio, 2009
  8. 8. ©Fluid Studio, 2009
  9. 9. 4 P’S©Fluid Studio, 2009
  10. 10. 4 P’S PRODUCT©Fluid Studio, 2009
  11. 11. 4 P’S PRODUCT, PRICE ©Fluid Studio, 2009
  12. 12. 4 P’S PRODUCT, PRICE PLACE ©Fluid Studio, 2009
  13. 13. 4 P’S PRODUCT, PRICE PLACE, PROMOTION ©Fluid Studio, 2009
  14. 14. 3 R’S©Fluid Studio, 2009
  15. 15. 3 R’S RELEVANT©Fluid Studio, 2009
  16. 16. 3 R’S RELEVANT, REAL ©Fluid Studio, 2009
  17. 17. 3 R’S RELEVANT, REAL RESPONSIVE ©Fluid Studio, 2009
  18. 18. 4 R’S RELEVANT, REAL RESPONSIVE ©Fluid Studio, 2009
  19. 19. 4 R’S RELEVANT, REAL RESPONSIVE, RELATIONSHIP ©Fluid Studio, 2009
  20. 20. 10 Ways Universities Are Engaging Alumni Using Social Media (special thanks to Mashable) 1. Helping Alumni Find Jobs: LinkedIn and Twitter ©Fluid Studio, 2009
  21. 21. 10 Ways Universities Are Engaging Alumni Using Social Media (special thanks to Mashable) 2. Collaboration and Connecting With Studentsand Twitter ©Fluid Studio, 2009
  22. 22. 10 Ways Universities Are Engaging Alumni Using Social Media (special thanks to Mashable) 3. Fundraising: From E-mails to Tweets ©Fluid Studio, 2009
  23. 23. 10 Ways Universities Are Engaging Alumni Using Social Media (special thanks to Mashable) 4. Training Alumni To Use Social Media ©Fluid Studio, 2009
  24. 24. 10 Ways Universities Are Engaging Alumni Using Social Media (special thanks to Mashable) 5. Meeting Alumni Where They’re At ©Fluid Studio, 2009
  25. 25. 10 Ways Universities Are Engaging Alumni Using Social Media (special thanks to Mashable) 6. Providing Tools To Spread Information (Widget use) http://www.clearspring.com/widgets/49c013d526cf9aa0/49c3e0b356abf390 ©Fluid Studio, 2009
  26. 26. 10 Ways Universities Are Engaging Alumni Using Social Media (special thanks to Mashable) 7. Alumni-Generated Content ©Fluid Studio, 2009
  27. 27. 10 Ways Universities Are Engaging Alumni Using Social Media (special thanks to Mashable) 8. Promoting Alumni Networks ©Fluid Studio, 2009
  28. 28. 10 Ways Universities Are Engaging Alumni Using Social Media (special thanks to Mashable) 9. Mobile Reunions ©Fluid Studio, 2009
  29. 29. 10 Ways Universities Are Engaging Alumni Using Social Media (special thanks to Mashable) 10. Connecting The Dots: Google Maps ©Fluid Studio, 2009
  30. 30. 10 Ways Universities Share Information Using Social Media (special thanks to Mashable) 1. Gathering and Sharing Information ©Fluid Studio, 2009
  31. 31. 10 Ways Universities Share Information Using Social Media (special thanks to Mashable) 2. Showcasing Student and Faculty Work ©Fluid Studio, 2009
  32. 32. 10 Ways Universities Share Information Using Social Media (special thanks to Mashable) 3. Providing a Platform to Broadcast Events ©Fluid Studio, 2009
  33. 33. 10 Ways Universities Share Information Using Social Media (special thanks to Mashable) 4. Emergency Notification ©Fluid Studio, 2009
  34. 34. 10 Ways Universities Share Information Using Social Media (special thanks to Mashable) 5. Connecting People ©Fluid Studio, 2009
  35. 35. 10 Ways Universities Share Information Using Social Media (special thanks to Mashable) 6. Producing, Not Just Promoting ©Fluid Studio, 2009
  36. 36. 10 Ways Universities Share Information Using Social Media (special thanks to Mashable) 7. Creating a Dialogue and Communicating to Students ©Fluid Studio, 2009
  37. 37. 10 Ways Universities Share Information Using Social Media (special thanks to Mashable) 8. Facebook Office Hours ©Fluid Studio, 2009
  38. 38. 10 Ways Universities Share Information Using Social Media (special thanks to Mashable) 9. Coaching for the Spotlight ©Fluid Studio, 2009
  39. 39. 10 Ways Universities Share Information Using Social Media (special thanks to Mashable) 10. Getting Wired Via Mobile ©Fluid Studio, 2009
  40. 40. Youtube Colleges Channel iTunes U iTunes U, part of the iTunes Store, is possibly the world’s greatest collection of free educational media available to students, teachers, and lifelong learners. With over 200,000 educational audio and video files available, iTunes U has quickly become the engine for the mobile learning movement. It puts the power of the iTunes Store in the hands of qualifying universities so they can distribute their educational media to their students and the world. ©Fluid Studio, 2009
  41. 41. How a University Embraced Social Media and Scored Millions in YouTube Views ©Fluid Studio, 2009
  42. 42. Carnegie Mellon University Location: Pittsburgh, PA Industry: Higher Education Number of Employees: 4,000 ©Fluid Studio, 2009
  43. 43. Carnegie Mellon completed a Web 2.0-focused web site redesign goal The campaign’s goal was to increase the visibility of Carnegie Mellon online and increase brand awareness among students and alumni. ©Fluid Studio, 2009
  44. 44. Carnegie Mellon completed a Web 2.0-focused web site redesign Tactics • Securing 10,000 video views for each of the three main RoboU vids • Getting 500 subscribers to the school’s YouTube channel within a year of the campaign’s launch • Garnering 1,000 Facebook fans (followers of the school on Facebook) within a year of the campaign’s launch • Engendering viral forwarding of the campaign’s videos and having them ©Fluid Studio, 2009 picked up by large blog sites
  45. 45. Carnegie Mellon completed a Web 2.0-focused web site redesign Tactics The university intended to highlight its professors, alumni, students, and curriculum by launching a series of online videos. It also hoped to connect on a deeper and viral level with its 70,000+ alumni to help build the university’s presence and outreach, offline and online. “We recognized that we needed to engage with our intended audience on their terms,” said Marilyn Kail, assistant VP for marketing communications. “Prospective students are cynical about typical ©Fluid Studio, 2009 hard-sell marketing. They trust their peers. They appreciate entertainment. This is why social media marketing worked so well.”
  46. 46. Carnegie Mellon completed a Web 2.0-focused web site redesign Tactics The school created a YouTube channel and a Facebook presence as well as released a series of videos on YouTube, Yahoo Video, AOL Video, and Carnegie Mellon’s site, among others. Carnegie Mellon also released a series of lectures from professors as part of its YouTube channel’s playlist. ©Fluid Studio, 2009
  47. 47. Carnegie Mellon completed a Web 2.0-focused web site redesign the results The Web 2.0 initiatives by CMU continue to increase awareness about the school and its offerings. Within a year of launch, Carnegie Mellon’s initial goal of 500 YouTube channel subscribers has been surpassed. Carnegie Mellon students continue to “blog forward” the school’s online initiatives, and word of the videos has spread virally to more than 290 technology and news blogs, ©Fluid Studio, 2009 (including Gizmodo, which averages 50 million+ page views a month).
  48. 48. Carnegie Mellon completed a Web 2.0-focused web site redesign the results The initial goal for the three main RoboU vids was 10,000 YouTube video views each. (YouTube views are counted if a video is played in its entirety.) All three videos have surpassed that goal. Carnegie Mellon also released a series of lectures from professors as part of its YouTube channel’s playlist, titled “Lectures.” One of those videos, “Really Achieving Your Childhood Dreams” has had more than 2.2 million views on Carnegie’s YouTube channel. The 1 hour, 16 minute lecture was given by Dr. Randy Pausch. It was tagged and forward- ©Fluid Studio, 2009 ed as “The Last Lecture,” which shares the title of Pausch’s book, released in April 2008.
  49. 49. Carnegie Mellon completed a Web 2.0-focused web site redesign lessons learned • In social media, keep your initial goals modest, because there is no guarantee that an online video, for example, will go viral. That said, make sure you understand what social media measurement tools are available and apply them. • Enabling collaboration among your organization’s stakeholders can result in powerful outcomes. Encourage communication and forwarding of content to extend the reach of your message. ©Fluid Studio, 2009
  50. 50. Carnegie Mellon completed a Web 2.0-focused web site redesign lessons learned • Messaging needs to be authentic and engaging; it cannot be ad- speak or otherwise be contrived. • Hope for the unexpected. There was no way to tell that Dr. Pausch’s video would become the viral success it became. If that does happen, take full advantage; for example, Carnegie Mellon sub- sequently adjusted its YouTube channel homepage by placing the successful video front and center. ©Fluid Studio, 2009
  51. 51. SMS (Texting) Services 94% Open Rate 15%-50% Redemption Rate Connect with your customers and consumers on a personal level ©Fluid Studio, 2009
  52. 52. SMS (Texting) Services Recent Campaign EXCLUSIVE NEWS Examples TO SUBSCRIBE: Text: Village To: 29222 MESSAGE: IT’S FREE* Receiving mobile alerts costs you nothing, Village aside from your normal text messaging fees. SEND TO: NO SPAM* 29222 Because of our no-spam policy, you’ll only receive the messages you’ve subscribed to. FOR EXAMPLE: To subscribe 1 1 CREATE a new text message 2 2 TYPE “ Village 3 3 SEND the message to “29222 4 4 ©Fluid Studio, 2009 *This program enforces a strict NO SPAM policy. To cancel at any time text STOP to 29222 For assistance text HELP to 29222
  53. 53. SMS (Texting) Services Recent Campaign Examples                                                      ©Fluid Studio, 2009                  
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