July 14, 2009

                  IDEAS THAT WORK
                  SOCIAL MARKETING BEST PRACTICES
Featuring
Joanne Murray...
Expectations have changed…
•   Digital natives expect you to be accessible
    across multiple channels (both new and old)...
TRENDS IN SOCIAL MARKETING

STUDENTS ARE ON THE SOCIAL WEB…

•   75% of our college crowd, young adults aged 18-24
    hav...
TRENDS IN SOCIAL MARKETING

SO ARE ADMISSIONS OFFICES…

•   There has been significant growth in familiarity with, adoptio...
Our Panel

Joanne Murray, Assistant Dean for Graduate Studies
Annenberg School for Communication


Joel Cloralt, E-Marketi...
WHERE DO
YOU START?
Information Super Overload




                               !!!
                           O A
                         ...
FINDYOUR
AUDIENCE
Online Presence


www.fiutwitter.com




                                 (Alumni Only)




                      n
      ...
Social Networking

•   In just two months, YouTube traffic is
    consistently increasing showing positive
    comments re...
Social Networking
• Facebook Fan page for recruiting and
  general outreach. Too small to have more
  than one.

• Videos ...
CROSSING
CHANNELS
Social Web Recruitment Funnel
Social Networking
•   Graphic Links for all three sites are used within counselor email
    signatures verifying that reci...
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...
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 ...
Measuring Results
Measuring Results

• Campaigns have varied from 17-28% view
  rates with 1-11% Click Thur Rates

• Campaign had 44% view r...
Measuring Results
Measuring Results
Measuring Results



• 1.6 Tweets a day.
• Majority of Tweets
  between 8am and 4pm
  Mon-Fri.
• Followers grow by about
 ...
Ideas that Work: Social Media Panel
Ideas that Work: Social Media Panel
Ideas that Work: Social Media Panel
Upcoming SlideShare
Loading in …5
×

Ideas that Work: Social Media Panel

630 views
560 views

Published on

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

No Downloads
Views
Total views
630
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
24
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Ideas that Work: Social Media Panel

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. WHERE DO YOU START?
  7. 7. Information Super Overload !!! O A H W
  8. 8. FINDYOUR AUDIENCE
  9. 9. Online Presence www.fiutwitter.com (Alumni Only) n S oo g in m Co
  10. 10. 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.
  11. 11. 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
  12. 12. CROSSING CHANNELS
  13. 13. Social Web Recruitment Funnel
  14. 14. 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.
  15. 15. WHAT ABOUT CONTENT?
  16. 16. Who owns what and where?
  17. 17. SM Content flow Community (Students, Faculty, Staff, Alumni)
  18. 18. 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
  19. 19. MOTIVATING AUDIENCES
  20. 20. MESSAGE CONTROL
  21. 21. Dealing with comments…
  22. 22. MEASURING SUCCESS
  23. 23. What about? • Followers/Fans • Web Traffic • Comments • Inquiries • Etc.
  24. 24. Measuring Results
  25. 25. 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.
  26. 26. Measuring Results
  27. 27. 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
  28. 28. Measuring Results
  29. 29. Measuring Results
  30. 30. 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.

×