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Social MEDIA WITHIN THE HIGHER EDUCATION INDUSTRY Allison Werner Jennie Pikowsky Erin Tye @ALLIEMWERNER @JPIKOWSKY @ERINJTYE HASHTAG #SMHE PRESENTATION BY: FOLLOW US ON TWITTER
“ THE HIGHER EDUCATION SECTOR HAS ARGUABLY NEVER NEEDED MARKETING AND COMMUNICATIONS PROFESSIONALS MORE THAN THEY DO NOW. ” The Guardian Higher Education Network
Introduction Colleges everywhere are using SM to connect with current students, future students, and alumni. According to a recent study by the Center for Marketing and Research at Umass Dartmouth, 100% of universities surveyed use SM to communicate with students, up from 61% in 2007. Also, 98% of the surveyed colleges have a FB page and 84% have a Twitter account. “ ”
PRESENTATION OUTLINE • Useful Statistics • Unique Cases of University Success Stories • What’s Going on Now • Lessons From Higher Education Professionals • What’s Next?
RECENT STUDY: The Center for Marketing Research at the University of Massachusetts-Dartmouth • 100% of universities surveyed use social media to communicate with students. (Up from 61% in 2007 – 2008.) 98% 84%
YOUTUBE VIDEO: Social Media & Mobile Statistics for Higher Education
TOP PERFORMING SCHOOLS (Plus! Oregon State and University of Miami)
STANFORD UNIVERSITY • Stanford University is one of the most active schools using Google+ • In addition to its main page, Stanford has pages for Stanford Hospital Clinics, Stanford Lively Arts, Stanford Engineering, Stanford Creative Writing, and Stanford Law Library • QUESTION FOR THE AUDIENCE: What are some ways schools might take advantage of Google+?
Google+ Brand Pages • Created to connect people with people • Google+ Brand Pages exist to help us build relationships with everything we care about — and they're perfect for universities. • Universities are still testing the waters. • Advertising tool for prospective students, • Engage with current students • Boost school spirit. • Use niche pages to reach niche audiences
University of Wisconsin-madison • Alumni, Will and Jenny Hsu, used social media to amplify the power of their donation. • For every new Facebook friend or Twitter follower, they donated $1 to the Great People Scholarship • Raising nearly $20,000 by the end of the campaign. • This “link between a donor, scholarship funds, and social media was the first of its kind in higher education.” The Guardian Higher Education Network
UC BERKELEY • Impressive YouTube Presence • More than 1,300 Videos • 5,232,557 Channel Views • Much like Stanford’s G+ pages, UC Berkeley sliced up their audiences with three unique YouTube channels: • UC Berkeley Courses • UC Berkeley Events • UC Berkeley Campus Life
Oregon State • One of the most active college Facebook profiles • 85,220 Likes Compared to Syracuse University page at 75,544 • Aggregates Visual Blog, YouTube, Twitter, Admissions all in one place
Oregon State "What's Powered by Orange? It's you -- the network of alumni, students, faculty, staff, friends and fans connected to Oregon State University. It's the positive impact you make every day in Portland and beyond -- on the economy, the environment and the community." OSU social media directory POWERED BY ORANGE
Schools app "The Schools App is a private Facebook community designed to help students make friends, share interests, and get involved on campus." Primarily targeted at incoming freshman and current students Creates a branded online space for students to connect with each other and interact about their college experience
University of miami On 2/18/11, All Athletic department communications were conducted via social media. Incorporated Facebook, Twitter, and “14 hours of live video chats that combined CoverItLive and UStream.” Could become a weekly occurrence for UMiami UMiami may start to factor "virtual attendance" into total game attendance tallies.
University of miami The lines between Communications and Marketing are becoming blurred more by the day. We chose Feb. 18 as Social Media Day because that was the day of our baseball season opener. It was an event to wrap another event around. We had a 3,800 fans at the baseball game and another 5,000-plus watching our first-ever three-camera live stream at Alex Rodriguez Park at Mark Light Field. How far away are we from counting our (virtual) attendance as 8,800? “ ”
WHAT SYRACUSE IS DOING "It's not even a matter of importance, it's crucial. If you're not doing it there is such an unbelievable missed opportunity there." - Kate Brodock #44Social
Best practices Alyssa Webb [Social Media Coordinator] & Amanda Booren [Director of Communications and Publications] San Jacinto College. Integrated Marketing is NOT Optional Facebook Pages and the Schools App DO Live in Harmony Cross Departmental Communication is Key
What’s next for Su " The big thing is getting creative! Social media is important but you want to do it right; having no presence at all is actually better that doing social media poorly ." Goals: -SM command center -Social media mashup site -Campus wide education series -Google + -Digitally connect classrooms -Expand FB - Dan Klamm ?
Tips from the experts BE EXPERIMENTAL INTEGRATE THE BUSINESS WORLD DO IT RIGHT CREATE A STRATEGY GET ADMISSIONS INVOLVED Advice from Kate, Dan & Kelly “ ”