Presented by Ma’ayan Plaut, Social Media Coordinator at Oberlin College, and Mallory Wood, Director of Marketing at mStoner, on Monday at 4:15 PM in the Marketing, Content, and Social Strategy Track at HighEdWeb 2012. Do you manage your institution’s social media presence? Ever wished you could clone yourself in order to get through your to-do list? Have you even considered stealing Hermione’s Time-Turner necklace? If so, this session is for you. Managing social media can be a very time consuming process if you don’t have the right strategies in place. For many marketers, admission counselors and alumni-relations officers, the management of department or institutional social media properties is an add-on to an already full plate. We’ll show you that you don’t have to add hours to your day to effectively manage your new social media responsibilities. Sharing case studies and best practices from the industry, this session will help you increase your day-to-day efficiency, develop a social media content strategy at your institution and determine which tools to focus on based on your goals and resources.

1. Fording the Social Media
Channel
#heweb12
#mcs6
Monday, October 8, 12

2. @plautmaayan
Monday, October 8, 12

3. @MalloryWood
Monday, October 8, 12

4. • Gooooooooooooooal setting
• Ford the river with your wagon party
• Timing, it is everything... and nothing
• Your content arsenal
• In 60 minutes or less...
• Networks and Networking
• Bunnies
Monday, October 8, 12

5. page 5
Monday, October 8, 12

6. page 6
Monday, October 8, 12

7. page 7
Monday, October 8, 12

8. page 8
Monday, October 8, 12

9. page 9
Monday, October 8, 12

10. Monday, October 8, 12

11. Monday, October 8, 12

12. Example
Goal: Use Facebook to impact recruitment.
Monday, October 8, 12

13. Example
Goal: Use Facebook to impact recruitment.
SMART Goal: Increase interactions on Facebook
with Class of 2017 students by 15% before
January 1, 2013.
Monday, October 8, 12

14. Examples of measurable objectives
• Increase followers by __%
• Increase content sharing __%
• Increase website traffic __%
• Increase avg time on blog __%
• Increase donations __%
• Increase applications __%
• Increase attendance at events by __%
Monday, October 8, 12

15. http://mstnr.me/CASESMA2012
Monday, October 8, 12

16. ROI =
(Gains - Costs) / Costs
Monday, October 8, 12

17. ‣ After 2 months you gained 500 new
LIKES on FB.
‣ You spend 5 min a day posting, listening,
and managing your Page (that’s 310
minutes).
‣ You earn an annual salary of $45,000
(that’s equivalent to an hourly rate of
$21.64 or 36 cents/minute)
Monday, October 8, 12

18. Cost per Follower
[500 - (310*$.36)]
__________________________
(310*$.36)
Monday, October 8, 12

19. Cost per Follower
$3.48
Monday, October 8, 12

20. CASE STUDY
The Great Give - FSU
Monday, October 8, 12

21. Monday, October 8, 12

22. “The best thing we could do
was reach out to members
where they were and how they
were communicating,”
- Daniel Krueger, Assistant Director of Annual Giving
Monday, October 8, 12

23. page 23
Monday, October 8, 12

24. page 24
Monday, October 8, 12

25. page 25
Monday, October 8, 12

26. page 26
Monday, October 8, 12

27. Work study
Students and Interns
Marketing and Alumni
Communications
Admissions
Res Life/Student Affairs
Alumni Relations
Monday, October 8, 12

28. Online
Apparent
Transparent
Accessible
Monday, October 8, 12

29. Online Offline
Apparent Apparent
Transparent Transparent
Accessible Accessible
Monday, October 8, 12

30. Monday, October 8, 12

31. Photo by Joseph Carr
Monday, October 8, 12

32. UWRightNow.wisc.edu
Monday, October 8, 12

33. Monday, October 8, 12

34. Monday, October 8, 12

35. Results
• 1,018 stories, photos, videos, tweets
• Submissions from 50 states
• Submissions from 66 countries
• 14,000 unique visits to the site
• Average time on page = 5 minutes
• Mobile traffic = 20% of visitors
• Site shared 8,000+ times on social
networks
Monday, October 8, 12

36. page 36
Monday, October 8, 12

37. image of clock?
Photo by Petar Milošević - CC BY-SA 3.0
Monday, October 8, 12

38. Twitter
‣ 1:00 - 3:00PM ET Mon. through Thurs.
‣ Avoid posting after 8:00PM.
‣ Avoid posting after 3:00PM on Fridays.
‣ Peak traffic times are 9:00 AM - 3:00PM ET Mon.
through Thurs.
Facebook
‣ 1:00 - 4:00PM ET = highest click throughs.
‣ Peak traffic time is Wednesday at 3:00 PM.
‣ Avoid posting after 8:00PM and before 8:00AM
‣ Wait to post until after 11:00AM
Monday, October 8, 12
http://mstnr.me/TimingStudy

39. Twitter
‣ Tweets during "busy hours" (8:00AM - 7:00PM)
receive 30% higher engagement than Tweets
published outside that time frame.
‣ Tweets containing less than 100 characters receive
17% higher engagement than longer Tweets.
‣ Tweets with one or two hashtags receive 21% higher
engagement than those with three or more hashtags.
‣ Tweet no more than 4 times a day.
‣ Include images and links for highest engagement.
‣ Suggest tweeting on weekends.
http://mstnr.me/BuddyMediaData
Monday, October 8, 12

40. Facebook
‣ Posts with 80 characters or less receive 23% higher
interaction than longer posts.
‣ Photo posts receive interaction rates 39% higher than
average.
‣ Do not post more than 7x a week.
‣ When fans are asked to comment on a post, there is a
3.3x higher comment rate than when they are not
asked to comment.
‣ When fans are asked to share a post, the share rate is
7X higher than those posts not asking fans to share.
http://mstnr.me/BuddyMediaDataFB
Monday, October 8, 12

41. page 41
Monday, October 8, 12

42. Monday, October 8, 12

43. Monday, October 8, 12

44. Monday, October 8, 12

45. Photo by Jan Mehlich - CC BY-SA 3.0
Monday, October 8, 12

46. Photo by David Kelleher - CC BY-NC-ND 2.0
Monday, October 8, 12

47. Monday, October 8, 12

48. Monday, October 8, 12

49. Results
Twitter: 822 mentions, 263 new followers,
and 871 website clickthrus (a 204% increase
from 2010).
FourSquare: 308 people viewed the various
check-in specials and 213 people unlocked
the specials.
YouTube: 1 video submission with 250 views.
Monday, October 8, 12

50. page 50
Monday, October 8, 12

51. page 51
Monday, October 8, 12

52. Monday, October 8, 12

53. Social Media Calendar
Monday, October 8, 12

54. Monday, October 8, 12

55. page 55
Monday, October 8, 12

56. Monday, October 8, 12

57. In 60 minutes
or less.
Monday, October 8, 12

58. Courtney Mallam
Coordinator, Print & New Media
Glendon Campus of York University
@CourtneyMallam
Monday, October 8, 12

59. Megan Bernier
University Writer
Saint Lawrence University
@msteverb
Monday, October 8, 12

60. Donna Talarico
Integrated Marketing Manager
Elizabethtown College
@donnatalarico
Monday, October 8, 12

61. Ann White
Former Web Communications Coordinator
Oklahoma Christian University
@annmwhite
Monday, October 8, 12

62. page 62
Monday, October 8, 12

63. Monday, October 8, 12

64. page 64
Monday, October 8, 12

65. Monday, October 8, 12

66. page 66
Monday, October 8, 12

67. Photo by HighEdWeb - Flickr
Monday, October 8, 12

68. Hashtags to Track
#edUi #casesmc
#psuweb #higheredlive
#sunycuad #cmgrchat
CASE Regionals
American Marketing Association
Monday, October 8, 12

69. Photo by HighEdWeb - Flickr
Monday, October 8, 12

70. Monday, October 8, 12

71. Monday, October 8, 12

72. Monday, October 8, 12

73. QUESTIONS?
Mallory Wood Ma’ayan Plaut
Director of Marketing Social Media Coordinator
mStoner, Inc. Oberlin College
@MalloryWood @plautmaayan
mallory.wood@mstoner.com maayan.plaut@oberlin.edu
Monday, October 8, 12