July 14, 2009
IDEAS THAT WORK
SOCIAL MARKETING BEST PRACTICES
Featuring
Joanne Murray, Annenberg School for Communication
Joel Cloralt, FIU College of Business Administration
Valerie Salyer, New England College

Expectations have changed…
• Digital natives expect you to be accessible
across multiple channels (both new and old)
– Facebook
– Twitter
– Web site
– Phone
– Email
• Context and relevance are much more
important than ever before
• You must battle even harder for share of
mind and share of wallet
2

TRENDS IN SOCIAL MARKETING
STUDENTS ARE ON THE SOCIAL WEB…
• 75% of our college crowd, young adults aged 18-24
have a profile
• Social network users are also more likely to be students-
68% of full time students and 71% of part-time students
have a social network profile
• Nearly one third 31% of online white adults have a social networking profile,
compared with 43% of African-Americans and 48% of Hispanics.
Source: Pew Internet and American Life Project

TRENDS IN SOCIAL MARKETING
SO ARE ADMISSIONS OFFICES…
• There has been significant growth in familiarity with, adoption of, and importance to
mission of social media over one year ago.
• Adoption has grown by 24% in one year: 61% in 2007 as compared with 85% in 2008.
• Nearly 90% of admissions departments feel that social media is “somewhat to very
important” to their future strategy
Source: UMASS-DARTMOUTH CENTER FOR MARKETING RESEARCH

Our Panel
Joanne Murray, Assistant Dean for Graduate Studies
Annenberg School for Communication
Joel Cloralt, E-Marketing Coordinator
FIU College of Business Administration
Valerie Salyer, Associate Director of Admissions
New England College

WHERE DO
YOU START?

Information Super Overload
!!!
O A
H
W

FINDYOUR
AUDIENCE

Online Presence
www.fiutwitter.com
(Alumni Only)
n
S oo
g
in
m
Co

Social Networking
• In just two months, YouTube traffic is
consistently increasing showing positive
comments regarding the various videos.
• Facebook fan pages and group pages are
the most beneficial due to the high volume
of feedback from students. Fan pages allow
for the important messages to be conveyed
without sending individual private
messages.
• Twitter shows a large following. Most
followers are above the incoming freshmen
age, however Twitter shows a wonderful
resource for alumni.

Social Networking
• Facebook Fan page for recruiting and
general outreach. Too small to have more
than one.
• Videos linked on ASC web and Facebook
• LinkedIn Groups for both alumni
populations
– Graduate: 194 members (20%)
– Undergraduate 504 members (21%)
• Just started this initiative, too early for
results

CROSSING
CHANNELS

Social Web Recruitment Funnel

Social Networking
• Graphic Links for all three sites are used within counselor email
signatures verifying that recipients are exposed to the option of
these outlets.
• Facebook is proving to be the most effective among the NEC
incoming students.
• This initiative is beginning to snowball throughout all three outlets.
Student feedback is the primary source of statistic results.

WHAT ABOUT
CONTENT?

Who owns what and where?

SM Content flow
Community
(Students, Faculty, Staff, Alumni)

Content Generation
• Facebook Fan page 99% of content has
been from the school, goal is to have 20%
content from fans by the end of the year
• Discussions/News/Jobs not being utilized
just starting to post in this venue – no
goals for member interaction

MOTIVATING
AUDIENCES

MESSAGE
CONTROL

Dealing with comments…

MEASURING
SUCCESS

What about?
• Followers/Fans
• Web Traffic
• Comments
• Inquiries
• Etc.

Measuring Results

Measuring Results
• 2.2 Tweets a day.
• Majority of Tweets between 8am and
4pm Mon-Fri.
• 10% of total Tweets gets a reply.
• 8.57% of total Tweets are reTweeted.

Measuring Results

Measuring Results
• Campaigns have varied from 17-28% view
rates with 1-11% Click Thur Rates
• Campaign had 44% view rate and 27%
CTR
• New goal is engagement versus numbers
of members

Measuring Results

Measuring Results

Measuring Results
• 1.6 Tweets a day.
• Majority of Tweets
between 8am and 4pm
Mon-Fri.
• Followers grow by about
15 per week.
• Results have varied in the
summer as opposed to
the school year.