Social Media &Advancement:Results 2013Thursday, 18 April 2013
mStoner.comHuronConsultingGroup.comCASE.orgThursday, 18 April 2013
Overview• Fourth annual survey• Sponsors: CASE, Huron Consulting, mStoner• Method: survey mailed to 18,144 CASE members;tw...
DemographicsNational originNational originUS/Canada 89%International 11%Institutional typeInstitutional typePrivate 54%Pub...
Social media “traditions”• Top goals: engage alumni, strengthen brand image.• Most commonly used channels: Facebook, Twitt...
What’s new in 2013• SM is increasingly woven into campaigns,particularly for alumni engagement and brand/marketing campaig...
• Facebook still predominates, but the SM landscapeis diversifying, with channels such as Instagram andPinterest gaining s...
The ChangingLandscapeThursday, 18 April 2013
Audiences2013Growth orshrinkageAlumni 97% 2%Current Students 89% 20%Faculty and Staff 86% 20%Friends and Supporters 82% 1%P...
FacebookTwitterLinkedInYouTubeBlogsFlickrWeb.eduVendor communityHome-built communityGeosocialPinterestInstagramGoogle+Tumb...
Responding to options• Many recommend a thoughtful approach about whether to adoptnew social media channels:“Attempting to...
Responding to options• Respondents also caution that new tools mean a need for morededicated human resources:“Dont bite off...
For instance: Instagram• Early institutional adopters of Instagram report good results:“Students love our use of Instagram...
Website 90%Email 88%Social media 79%Blogging 27%SEO or search engine marketing 24%Internal publications 68%Direct print ma...
Social woven into campaigns20132012 4152Roughly what percentage of your campaigns*included social channels?*campaign define...
Social media infundraisingThursday, 18 April 2013
Social use in fundraisingDoes your institution use SM to raisemoney?20%39%41%yes no unsureDoes your institution use SM for...
Social use in fundraisingFor which types of development and fundraisingactivities does your institution use social media?K...
Most successful channelsMost successful forfundraising effortsMost successful for yourunits goals overallFacebook 80% 90%Tw...
Funds raised are small ...Approximately how much money did your institutionraise through social media channels in FY12?Up ...
MetricsThursday, 18 April 2013
Donations are not primaryoutcomes for socialHow do you measure success for your SM activities?Outcome MeasuresRated in top...
Measuring ROI“It is difficult to measure ‘return on investment’ fromthe use of social media”2010201120122013 38333234Thursda...
The benefit of metrics• Many of those who reported their social media initiatives havenot been successful noted that metri...
And of multiple metrics• Respondents note that having a wide array of measures, beyondnumber of followers or “likes,” is h...
StaffingThursday, 18 April 2013
Greater time investmentMore work hours are being devoted to social mediathan last year. But: the change in number of emplo...
Barriers to success persist% who see this barrier in their unit “quite a bit” or “extensively 2013 2012Staffing for day-to-d...
Need for experienced staff• Many believe that lack of staff devoted to social media hampers theirsuccess and that they coul...
Harmonizing, if not centralizing• While the survey responses did not indicate that social media has become morecentralized...
Champion, expertise key tosuccess20102011201220138072616352“A champion is essential to the successful implementation of so...
CampaignsThursday, 18 April 2013
www.bluevblue.com/#goetownbluemstnr.me/HGJb3HThursday, 18 April 2013
Thursday, 18 April 2013
mstnr.me/X53TzzThursday, 18 April 2013
FSU “Great Gifts” by info sourceThursday, 18 April 2013
Cheryl Slover-Linett and Michael Stoner#SOCIALMEDIAAND ADVANCEMENT:INSIGHTS FROMTHREE YEARS OF DATAWhite Paper, 2012: #Soc...
Social Worksmstnr.me/TkXwLuSample Chapter[FSU “Great Give”]mstnr.me/X53TzzThursday, 18 April 2013
Michael Stonerpresident, mStonerMichael.Stoner@mStoner.com@mstonerblogmStoner.com/EDUniverse.orgCheryl Slover-LinettConsul...
Upcoming SlideShare
Loading in...5
×

Huron Education Survey Documents Increasing Use of Social Media in Higher Education

901

Published on

Social media is where students are, and increasingly where alumni and other important constituencies can be reached. Colleges and universities are increasingly incorporating social media into their communication and fundraising campaigns, according to a new survey from Huron Education and marketing and communications firm mStoner.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
901
On Slideshare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Huron Education Survey Documents Increasing Use of Social Media in Higher Education

  1. 1. Social Media &Advancement:Results 2013Thursday, 18 April 2013
  2. 2. mStoner.comHuronConsultingGroup.comCASE.orgThursday, 18 April 2013
  3. 3. Overview• Fourth annual survey• Sponsors: CASE, Huron Consulting, mStoner• Method: survey mailed to 18,144 CASE members;tweeted by Michael Stoner and other mStoner teammembers• 1,080 response (a 6% response rate)Thursday, 18 April 2013
  4. 4. DemographicsNational originNational originUS/Canada 89%International 11%Institutional typeInstitutional typePrivate 54%Public 45%(U.S. only) What type of institution do you work at?(U.S. only) What type of institution do you work at?Doctoral/research university 32%Baccalaureate (four-year) college 23%Master’s college or university 17%Independent elementary/secondary school 16%Associate’s (two-year) college 4%Other 8%Which best describes your unit (immediate department or division?Which best describes your unit (immediate department or division?Communications 45%Alumni Relations 38%Development (including Annual Fund) 36%Marketing 26%Advancement Services 22%Enrollment/Admissions 4%Other 10%Thursday, 18 April 2013
  5. 5. Social media “traditions”• Top goals: engage alumni, strengthen brand image.• Most commonly used channels: Facebook, Twitter,LinkedIn, and YouTube. But: year-over-year growth hasflattened, except for LinkedIn.• Management diversity: social media is centralized atsome institutions & highly dispersed at others. Thisdiversity of management shows no sign of diminishing.• Most (83%) departments handle their own social mediaactivities, usually with input from others.• Comms/PR depts. most likely responsible for creating,monitoring compliance with, & enforcing, institutionalSM policies (73%).Thursday, 18 April 2013
  6. 6. What’s new in 2013• SM is increasingly woven into campaigns,particularly for alumni engagement and brand/marketing campaigns.• The majority of respondents say their institutionuses SM for fundraising & development, often toupdate donors on institutional news, solicit annualfund donations, and thank donors. Facebookpredominates.• We use SM more commonly to connect withcurrent students & their parents, prospectivestudents & their parents, and faculty & staff.Thursday, 18 April 2013
  7. 7. • Facebook still predominates, but the SM landscapeis diversifying, with channels such as Instagram andPinterest gaining share of voice.• Use of Flickr and blogs declined, as did the use of aninstitutional website that aggregates social content.• More institutions are investing in SM as acommunication tool for higher education, asevidenced by increasing average FTE in this area.What’s new in 2013Thursday, 18 April 2013
  8. 8. The ChangingLandscapeThursday, 18 April 2013
  9. 9. Audiences2013Growth orshrinkageAlumni 97% 2%Current Students 89% 20%Faculty and Staff 86% 20%Friends and Supporters 82% 1%Prospective Students 74% 18%Donors 72% 2%Parents of Current Students 67% 16%Parents of Prospective Students 58% 13%Media 51% -2%Employers 42% 2%High School Guidance Counselors 31% 8%Government Organizations 25% 2%Use of social media is growing quickly for outreach tocertain audiences but it’s flat for othersThursday, 18 April 2013
  10. 10. FacebookTwitterLinkedInYouTubeBlogsFlickrWeb.eduVendor communityHome-built communityGeosocialPinterestInstagramGoogle+Tumblr-25 0 25 50 75 1000000-27-1-9-13-13-2720922272815203234384271758296% Use % GrowthChannel use/growthThursday, 18 April 2013
  11. 11. Responding to options• Many recommend a thoughtful approach about whether to adoptnew social media channels:“Attempting to be everywhere by jumping on the latest platform without a clearsense of purpose is wasted effort. This is a case where more is not better.”• A sense of how the platform connects with your audiences is key:“Research where your audience is, and survey where they want to see you! If noone is on Google+, then it is a waste of time to add this to your efforts.”“Targeting platform to audience—i.e. current students via Facebook, alumni viaLinkedIn and Twitter, integrating strategy and selecting what platforms makesense and what platforms not to utilize, dont be on all platforms in small ways,strategically select key platforms and focus resources on those few.”Thursday, 18 April 2013
  12. 12. Responding to options• Respondents also caution that new tools mean a need for morededicated human resources:“Dont bite off more than you can chew. If you cant dedicate personnel to managethe tool properly (e.g. answering @-replies on Twitter) then dont use the tool.”• However, one quick action may be necessary when a new channelappears:“Across four of our platforms—Facebook, Twitter, YouTube and Pinterest—someone else owned our name. Our lesson learned is squat on your name on allplatforms. Even if you dont plan to do anything with it, you should own yourname.”But: “If you reserve it, youd better be ready for followers. We signed up for [ourname] on Twitter to hold it and suddenly found ourselves with 1200 followerswithout marketing our presence at all. We had to get a communication strategytogether, quickly.”Thursday, 18 April 2013
  13. 13. For instance: Instagram• Early institutional adopters of Instagram report good results:“Students love our use of Instagram and love when we ‘regram’ their photos.”“We had a very successful Instagram scavenger hunt as part of homecoming. Our goalwas 10 teams, but we had 22 teams of students and staff upload over 1500 photos toInstagram and generate a huge buzz on campus. This was the first time we leaned heavilyon Instagram, and found that it was welcomed by the campus community as a new socialplatform on which to engage.”• Careful planning helps to capitalize on a new channel’s inherent buzz:“When deploying a new platform/tool, think before you act. And pick your launch timewisely. For example: we launched Instagram with the beginning of the school year. Thiswas a great time to garner followers as the first years began and people were in the ‘freshstart’ mindset.”• Respondents also note advantages in the way Instagram fits in with existing tools:“Just try it! Last year, we launched our Instagram channel. To date, we have notpromoted it anywhere on our institutional website. It has only been promotedorganically via Twitter integration. However, our follower count has spiked and, moreimportantly, it has become one of our most engaging channels with an averageengagement rate of more than 7% per post.”Thursday, 18 April 2013
  14. 14. Website 90%Email 88%Social media 79%Blogging 27%SEO or search engine marketing 24%Internal publications 68%Direct print mail 54%External publications (not your institution’s pubs) 22%Outreach and marketing at events 59%Radio 7%TV 5%Other 3%Promotion & marketingWe use mostly online tools to promote your socialmedia initiatives, but also many offline ones.Up 7%from 2012Up 4%from 2012Thursday, 18 April 2013
  15. 15. Social woven into campaigns20132012 4152Roughly what percentage of your campaigns*included social channels?*campaign defined as “a focused effort to achieve goals using a variety of channelsappropriate to the results sought”Thursday, 18 April 2013
  16. 16. Social media infundraisingThursday, 18 April 2013
  17. 17. Social use in fundraisingDoes your institution use SM to raisemoney?20%39%41%yes no unsureDoes your institution use SM forstewardship or donor communication?18%47%35%yes no unsureThursday, 18 April 2013
  18. 18. Social use in fundraisingFor which types of development and fundraisingactivities does your institution use social media?Keeping donors up to date on institution news 77%Annual fund solicitations 58%Thanking donors for their contributions 52%Keeping donors up to date on campaign orfundraising news49%Inviting donors to donor events 48%Annual fund follow-up reminders 30%Referring to or reminding about solicitationsreceived through non-social channels25%Capital campaign solicitations 14%Other 6%Thursday, 18 April 2013
  19. 19. Most successful channelsMost successful forfundraising effortsMost successful for yourunits goals overallFacebook 80% 90%Twitter 34% 49%YouTube 18% 22%LinkedIn 15% 31%Thursday, 18 April 2013
  20. 20. Funds raised are small ...Approximately how much money did your institutionraise through social media channels in FY12?Up to $10,000 67%$10,001 – $50,000 21%$50,001 – $100,000 6%$100,001 or more 6%Thursday, 18 April 2013
  21. 21. MetricsThursday, 18 April 2013
  22. 22. Donations are not primaryoutcomes for socialHow do you measure success for your SM activities?Outcome MeasuresRated in top two(quite a bit/extensively)Number of active “friends,” "likes" 73%Volume of participation 57%Number of “click-throughs” to your website 53%Event participation 40%Anecdotal success (or horror) stories 26%Penetration measure of use among target audience 19%Volume or proportion of complaints and negativecomments 12%Donations 15%Number of applications for admission 10%Surveys of target audiences 9%Thursday, 18 April 2013
  23. 23. Measuring ROI“It is difficult to measure ‘return on investment’ fromthe use of social media”2010201120122013 38333234Thursday, 18 April 2013
  24. 24. The benefit of metrics• Many of those who reported their social media initiatives havenot been successful noted that metrics were lacking.• By contrast, those who report their social media use has been verysuccessful also say they have robust tracking mechanisms:“We’ve created a weekly dashboard of target metrics for all of our socialplatforms and our main websites that shows changes and topics thatresonated. This has greatly elevated awareness of our efforts amonguniversity leadership.”“We don’t think, we know. Calculations and reports are submitted monthlyon SoMe successes and returns, both subjective and objective. We’veboosted ticket sales to events, recruited students, and increased awarenessabout many different things.”Thursday, 18 April 2013
  25. 25. And of multiple metrics• Respondents note that having a wide array of measures, beyondnumber of followers or “likes,” is helpful to seeing the biggerpicture. In particular, achieving a true conversation can be hardto measure:“Due to the changing nature of technology and the preferences for its use, goalsfor social media often feel like moving targets. Whats important in terms ofmetrics one day, may not be the case the following day. Ex. One of our departmentgoals is related to direct engagement with posts. Weve seen actual typedfeedback fall away in favor of the one click ‘likes.’ Is direct engagement via typedfeedback becoming a thing of the past, or are there new methods/suggestions(beyond open ended questions) that truly prompt dialogue?”“When students start using your page for their own conversations ... you knowyouve hit success!”“In the last two years, social media has been overhauled from stagnant andsporadic event promotion to planned content planning with plenty of time forlistening. It has really become a conversation—key for alumni relations.”Thursday, 18 April 2013
  26. 26. StaffingThursday, 18 April 2013
  27. 27. Greater time investmentMore work hours are being devoted to social mediathan last year. But: the change in number of employeesworking on social media was flat this year.At the institution level:• 34% have social media FTE between 0 and 1, up from 24%last year.• The proportion with 0 FTE is down to 5% from 9% lastyear.At the unit level:• 62% have social media FTE between 0 and 1, up from 45%last year.• The proportion with 0 FTE is down to 7% from 17% lastyear.Thursday, 18 April 2013
  28. 28. Barriers to success persist% who see this barrier in their unit “quite a bit” or “extensively 2013 2012Staffing for day-to-day content management 55% 49%Staffing for site development 44% 42%Lack of relevant human resources in my unit 40% 37%Slow pace of change 31% 22%Expertise in how to implement it 25% 23%Funding 26% 22%Lack of IT resources 22% 20%Lack of institutional clarity about who is responsiblefor social media initiatives22% 20%Concerns about loss of control over content and toneof postings by others19% 17%Lack of commitment by decision-makers 19% 17%Thursday, 18 April 2013
  29. 29. Need for experienced staff• Many believe that lack of staff devoted to social media hampers theirsuccess and that they could improve with help from ... “Dedicated staffperson(s). Currently this responsibility is an add-on to current staffpositions and responsibilities . . . .”• There are advantages to concentrating social media duties in fewerstaff people with greater expertise and sense of the big picture:“I think we could do more to collaborate with other campus departments. In addition,our small staff . . . does not allow for social media to be an explicit part of someones jobdescription. If someone was able to focus on it day in day out, we would be prettyamazing at it. As it stands now, we all collectively try to post when we can.”“We do not have in-house expertise to help establish strategic initiatives or to ensure ourmessages are consistent and aligned with other University messaging.”“At our level (a college within a large university) we have been very successful becausewe hired someone with solid social media experience who is in charge of all of our socialmedia outlets. This person has set clear goals and has integrated social media into themajority of our campaigns.”Thursday, 18 April 2013
  30. 30. Harmonizing, if not centralizing• While the survey responses did not indicate that social media has become morecentralized in its institutional use, some think that it should be. They advise:“Centralize efforts instead of individual development units/officers creating their own Facebookpages and campaigns.”“Do not allow unlimited numbers of entities on a social media channel (in our case Facebook) todilute your brand. External audiences need to be able to find the official institutional page quickly.”• We also see suggestions of other ways to reduce fragmentation without makingsocial media usage highly centralized or top-down:“We would like for more cross promotion throughout the university, from other areas/units thanour own, and also from the central administration. It would also be useful with closer teamworkwith other units in terms of promoting and/or creating relevant content.”“We are a decentralized university and all 12 schools, as well as most of the 24 departments, all aremanaging a social media strategy. We have done an outstanding job of centralizing an otherwisedecentralized voice. Our most effective tool has been using Facebook Groups as a vehicle fordriving messaging from all of the disparate groups, upward to the main university profilemanagers. Every day, anyone within the university can post their top stories to the internal groupand have a very strong chance of having their story posted that day, or the next on the universitiesmain profiles.”Thursday, 18 April 2013
  31. 31. Champion, expertise key tosuccess20102011201220138072616352“A champion is essential to the successful implementation of socialmedia in our institution”“Expertise to help our social media efforts is readily available”2010201120122013 34312826Thursday, 18 April 2013
  32. 32. CampaignsThursday, 18 April 2013
  33. 33. www.bluevblue.com/#goetownbluemstnr.me/HGJb3HThursday, 18 April 2013
  34. 34. Thursday, 18 April 2013
  35. 35. mstnr.me/X53TzzThursday, 18 April 2013
  36. 36. FSU “Great Gifts” by info sourceThursday, 18 April 2013
  37. 37. Cheryl Slover-Linett and Michael Stoner#SOCIALMEDIAAND ADVANCEMENT:INSIGHTS FROMTHREE YEARS OF DATAWhite Paper, 2012: #SocialMedia & Advancementmstnr.me/TpQPTvThursday, 18 April 2013
  38. 38. Social Worksmstnr.me/TkXwLuSample Chapter[FSU “Great Give”]mstnr.me/X53TzzThursday, 18 April 2013
  39. 39. Michael Stonerpresident, mStonerMichael.Stoner@mStoner.com@mstonerblogmStoner.com/EDUniverse.orgCheryl Slover-LinettConsultantHigher Education Constituent ResearchHuron Consultingcsloverlinett-c@huronconsultinggroup.com+1 505.820.7256ContactThursday, 18 April 2013
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×