Before I begin talking about our social media strategy, I have a few things I want to share with you related to social media at Penn State and the strides we are making. First, I want to share with you some new initiatives University Relations has undertaken as a way to get our arms around our very large and decentralized communications platforms. With the backing of Penn State President Graham Spanier and Provost Rod Erickson, University Relations has created a number of councils that we believe will allow us to be better coordinated in our messaging and more on target in our marketing endeavors.
Assistant Vice President Cindy Hall is working with Madlyn Hanes and the chancellors of the Philadelphia campuses along with folks from the Navy Yard, Smeal College of Business and Outreach to create Penn State Philadelphia Marketing Council. The council is expected to help coordinate Penn State's regional presence in that area and boost our visibility and reputation. Cindy also has resurrected the former Penn State Marketing Council . This council has come up with a campaign idea that will involve social media. University Relations through this council will develop and launch an on-going campaign to help increase understanding about Penn State's role in the Commonwealth. Many of you may be asked in various ways to help spread the campaign's message – much as we did with the Partnership Video in the fall. A third council we plan to resurrect is the Research Communications Council in a new configuration. Mike Bezilla, head of our Research Communications unit, is overseeing that charge with the hopes of pulling together the disparate information on our vast research accomplishments. We also have created a Health Communications Council , chaired by Sean Young of the Hershey Medical Center . We have a number of colleges and units across Penn State that have a seat at this table because of the heavy cross over in the teaching and research that they do. A more coordinated approach to our medical and health communications is needed. And the 5 th council currently in place with several meetings under its belt is the Social Media Council – which I chair. This council is comprised of some of Penn State's biggest social media stakeholders and it's aimed at sharing information and best practices in this quickly changing area. Since this summit is all about social media, I'd like to introduce the members of that council to you today.
As Bill mentioned, we also are developing a Penn State Social Media “curation” site that will list our official SM sites across the University. Part of being an official Penn State site, however, will involve meeting key criteria — an issue the Social Media Council will tackle in the coming months. Purpose of the day is to share with you some best practices, new ideas, statistics that will make your heart race and open up some discussion about what it means to own and operate a Penn State social media site.
First, let’s consider the changing landscape of communications. We’ll start with the heart-racing stuff…. I suspect these are already outdated And, if that’s not enough — there’s more coming our way….
There is the rising prominence of mobile platforms – I’d like to thank Doug Stanfield for these stats he gathered at a recent conference… Keeping up with the pace of change is a challenge — especially in this era of limited resources and time. So where does this leave us as an institution?
We have an enormous number of &quot;Penn State&quot; social networking sites – more than I think you can imagine. In fact, in your packets there are three documents that we've collected listing all of the &quot;official&quot; Penn State Facebook sites All of the official Penn State Twitter sites And all of the official Penn State YouTube sites.
These are what we consider “official” sites – sanctioned, created and run by a unit at Penn State. These lists were compiled in December 2010 – so there may be even more at this point. In addition, there are plenty more sites out there using the Penn State name, Penn State mark, Penn State Athletics logo, and cashing in on the Penn State brand — WE HAVE NO CONTROL OVER THESE. But these lists in front of you, we do have control over. We need a more streamlined approach so that we are not diminishing the Penn State brand or hurting our reputation. Some of these sites are inactive. Post every three months. Questions going unanswered. Some are just a push of information. There is no engagement. Social media tools are not a &quot;set it and forget it” kind of tool. I ask that you go back to your units and take a hard look at what you’re producing and what may be the face of your area on social media – and scrutinize it in relation to what we are going to talk about next. — Are they enhancing the brand? — Are they adding value to Penn State?
I’m going to show you something about consistency and images – which is just a small part of our brand, but in social media it's an important component. I’ll flash on the screen a logo or trademark of a company, and I’d like you to just shout out the company when it pops into your head.
This is actually Burger King in Australia – but it illustrates the power of the image – you recognized it as Burger King despite the contradictory words in the middle.
Why be consistent? Because we are one university Just as we try to be consistent on other platforms – we need to be consistent in social media as well. But it’s not just about being consistent in our look, it’s about being consistent in our message too. Consistency builds trust and loyalty It helps to build and maintain your brand. It’s really about what we’re promising our students about a quality Penn State experience.
Really want to focus on the last two items listed… A large part in protecting the brand – really enhancing the brand – is understanding the goals of the University. AND understanding how to use social media tools.
We have 157 years of brand equity There's tremendous value in our strong institutional brand – We need to collectively and coherently use that brand to strengthen our own areas and Penn State overall. We need to have an overarching strategy for using these tools.
We need to think of Penn State as the hub – with the ability to connect people with a common interest – (our university) Putting up a social media site and hoping that people will network on their own is a prescription for failure. We need t help them. There is tremendous opportunity here to connect these people together ... to build brand loyalty, to gain support, to spur them to action. Building, fostering and nurturing this human connection should be a large part of any social strategy.
In addition to connecting people … a social strategy for Penn State should have the following purposes …. Primary among them is to ADDING VALUE and protecting the existing brand.
To be effective, your strategy needs to be based on the overarching goals of the University for its marketing and communications areas. So these four goals — either separately or together — are what we consider to be the goals of the marketing and communications units at Penn State. These are the things we strive to accomplish, the things that will strengthen our university and are critical to its success and survival. These four things are what we should aim for in everything we do – whether it's in social media or on other more traditional platforms. I'm sharing these with you because I want to get us all on the same page and I want you to think of these goals when you do any communicating on behalf of Penn State.
What should be the goals of our strategy? Here are the goals used by University Relations for its social media spaces.... AS YOU CAN SEE… Social media goals are very closely tied to the University’s goals and pretty much duplicate our goals when using other tools or more traditional communication methods. There is a new addition to the goals....
Engagement. What can come from engaging with our audiences? — Engagement .... — creates awareness of and strengthens our brand — Allows us to share aspects of our institutions that might otherwise go unnoticed. — We share the culture of Penn State — Creates connections
And, for potential students it answers the question: &quot;Do I want to spend four (or five) years of my life here?&quot; As you probably know, measuring the return on engagement is difficult. Not that there isn’t a lot invested-- just that measuring engagement is still in its infancy. There are things you can measure.
Engagement is on a continuum or spectrum. (lowest to highest return) You also can measure their actions to see how deeply committed a friend or fan is to the institution. This last group -- CREATORS -- talk and share information about the brand the most. They also influence decisions about the brand the most.
Bottom line? We have an opportunity to be a content curator – making it easy for people to find the information. Why? People are lazy. (path of least resistance). Find those Penn State faithful, cultivate a two-way relationship with them, and give them opportunities to tell your story on your behalf. They're out there. They love us. Let's connect.
2. Penn State’s Social Media Summit Social Media Summit <ul><li>May 26, 2011 </li></ul><ul><li>The Nittany Lion Inn </li></ul>
3. <ul><li>Philadelphia Marketing Council, Cindy Hall </li></ul><ul><li>Penn State Marketing Council, Cindy Hall </li></ul><ul><li>Research Communications Council, Mike Bezilla </li></ul><ul><li>Health Communications Council, Sean Young </li></ul><ul><li>Social Media Council, Lisa Powers </li></ul>New Councils at Penn State
4. University-wide Social Media Council Social Media Council <ul><li>Bernie Punt (BJC) </li></ul><ul><li>Herbert Reininger (Outreach) </li></ul><ul><li>Marcus Robinson (ITS) </li></ul><ul><li>Geoff Rushton (University Relations) </li></ul><ul><li>Jillian Stevenson (College of Agricultural Sciences) </li></ul><ul><li>Tom Wilson (Public Broadcasting) </li></ul><ul><li>Mary Wirth (College of Agricultural Sciences) </li></ul><ul><li>Lisa Powers , chair </li></ul><ul><li>Dave Aneckstein (Outreach) </li></ul><ul><li>Amy Caputo (Alumni Association) </li></ul><ul><li>Laurie Creasy (University Relations) </li></ul><ul><li>Fred DeCock (Hershey) </li></ul><ul><li>Kate Domico (Public Broadcasting) </li></ul><ul><li>David Gildea (Admissions) </li></ul><ul><li>Tina Hay (Alumni Association) </li></ul><ul><li>Stephanie Petulla (Athletics) </li></ul>
5. Changing world <ul><li>Facebook — more than 500 million active users. Half of those users log on in any given day, spending a combined 700 billion minutes per month on the site. </li></ul><ul><li>Twitter — 175 million registered users and 95 million tweets per day. </li></ul><ul><li>Every day, users upload nearly four years’ worth of video to You-Tube. Two billion videos are being watched every day. </li></ul>http://www.facebook.com/press/info.php?statistics http://www.browsermedia.co.uk/2011/03/30/2011-soc ial-media-statistics-show-huge-growth/
6. And now, we’re going mobile <ul><li>Smartphone sales in 2010 amounted to 302 million units — up almost 75 percent from 2009. </li></ul><ul><li>Tablet (ie. iPad) — predictions of 185 million units in 2014, up 83 percent from 17 million just last year. </li></ul><ul><li>90 percent of the world now lives in a place with access to a mobile network. </li></ul><ul><li>One-third of smartphone users load apps before getting out of bed. </li></ul>Sources: 1) IDC February 2011; 2) RBC Captial Markets, March 2011; 3) The International Telecommunications Union (October 2010) 4) http://mashable.com/2011/05/13/likeonomics-rohit-bhargava/
7. All over the map TIME EXPENDED ROE PURPOSE PURPOSE ROE
8. “ Official” Penn State social media sites social media sites <ul><li>173 Facebook sites </li></ul><ul><li>171 Twitter accounts </li></ul><ul><li>27 YouTube sites </li></ul>
18. Why be consistent? <ul><li>We are one University geographically dispersed. </li></ul><ul><li>consistency = credibility </li></ul><ul><li>consistency = clarity </li></ul><ul><li>consistency = brand </li></ul>
19. What would it take to be consistent? <ul><li>Appropriate images </li></ul><ul><li>Responsible monitoring </li></ul><ul><li>Common language and messages </li></ul><ul><li>Understanding the goals of the University </li></ul><ul><li>A shared understanding of our social strategy </li></ul>
20. Our Social Strategy Social Strategy
21. You are at the center of a network
22. Purpose <ul><li>Add value and promote Penn State </li></ul><ul><li>Reputation management/protect brand </li></ul><ul><li>Be consistent — eliminate confusion about the brand </li></ul><ul><li>Regularly weave use of social media tools into marketing and communications efforts </li></ul><ul><li>Effectively communicate to our audiences </li></ul>
23. Align with University GOALS University GOALS <ul><li>Increase enrollment </li></ul><ul><li>Increase donations </li></ul><ul><li>Promote research prowess and academic reputation </li></ul><ul><li>Increase alumni participation </li></ul>
24. Social Media GOALS <ul><li>Enhance brand awareness and improve brand sentiment and image. </li></ul><ul><li>Advance and protect the University’s reputation. </li></ul><ul><li>Provide accurate information about Penn State and undertake effective crisis and issue management. </li></ul>
25. Engage. Be responsive. Be more human. Be more human. Be more human. (pssst ....ADD VALUE)
26. Do I want to spend four years here?
27. Methods of measurement <ul><li>Assess volume, traffic, engagement, feedback, your reach </li></ul><ul><li>Use Google analytics or Facebook insights </li></ul><ul><li>Count impressions to determine strength of content </li></ul><ul><li>Analyze comments for qualitative data </li></ul><ul><li>Use URL trackers to determine traffic patterns </li></ul><ul><li>Each quarter, examine content; adjust; improve </li></ul>
28. Engagement you can measure <ul><li>Participation — comments, interactions, use of widgets, @messages, shares, likes, posts, tags </li></ul><ul><li>Degree of Authority — authoritative sites linking to your URLs, talk about your content or Penn State </li></ul><ul><li>Influence — size of user base subscribed to your content, ability to influence the conversation, #RTs per post, hits to your website from social sites </li></ul><ul><li>Sentiment — how do people feel about you, % change </li></ul>http://www.beingpeterkim.com/2008/09/a-framework-for.html
29. Can you measure the level of engagement? Engagement Measurement Example: 1,000 people from your Facebook page and Twitter account engage on those platforms every month divided by a total of 5,600 that follow you in those same spaces = 18 % are engaged with you online. Take the total number who engage in some way with your organization’s social media spaces divided by the total number of people in the same social media spaces
30. ROE of social media actions Lowest to highest return on engagement Engage Contribute Participate Create http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498 - Visit - Watch - Download - Read - Play - Donate - Post comments - Give feedback - Vote - Contribute ideas - Become a fan - Friend - Follow - Join - Discuss - Create a video, custom message, tweet on behalf of the University.
31. Basic and free monitoring tools Indexed by Google, Google Alerts: http://www.google.com/alerts Tagged by Delicious of Flickr, Create Keyword RSS feeds: http://www.delicious.com , ht tp://www.flickr.com Blog comments, Backtype http: //www.backtype.com/ho me/alerts
32. More tools Free tools oneforty.com/wp-content/uploads/.../social-media- monitor ing-high.pdf