Fording the Social Media Channel (webinar)

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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 webinar 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 webinar 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.

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Fording the Social Media Channel (webinar)

  1. 1. Fording the Social MediaChannel #fordtheriver http://mstnr.me/FordTheRiver
  2. 2. @plautmaayan
  3. 3. @MalloryWood
  4. 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
  5. 5. page 5
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  10. 10. ExampleGoal: Use Facebook to impact recruitment.
  11. 11. ExampleGoal: Use Facebook to impact recruitment.SMART Goal: Increase interactions on Facebookwith Class of 2017 students by 15% before April1, 2013.
  12. 12. 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 __%
  13. 13. http://mstnr.me/CASESMA2012
  14. 14. ROI =(Gains - Costs) / Costs
  15. 15. ‣ 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 $21.64 or 36 cents/minute)
  16. 16. Cost per Follower [500 - (310*$.36)]__________________________ (310*$.36)
  17. 17. Cost per Follower $3.48
  18. 18. CASE STUDYThe Great Give - FSU
  19. 19. “The best thing we could dowas reach out to memberswhere they were and how theywere communicating.”- Daniel Krueger, Assistant Director of Annual Giving
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  24. 24. Work study Students and Interns Marketing and AlumniCommunications AdmissionsRes Life/Student Affairs Alumni Relations
  25. 25. Online ApparentTransparentAccessible
  26. 26. Online Offline Apparent ApparentTransparent TransparentAccessible Accessible
  27. 27. Photo by Joseph Carr
  28. 28. UWRightNow.wisc.edu
  29. 29. 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
  30. 30. page 36
  31. 31. image of clock? Photo by Petar Milošević - CC BY-SA 3.0
  32. 32. 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 http://mstnr.me/TimingStudy
  33. 33. 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
  34. 34. 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
  35. 35. page 41
  36. 36. Photo by Jan Mehlich - CC BY-SA 3.0
  37. 37. Photo by David Kelleher - CC BY-NC-ND 2.0
  38. 38. ResultsTwitter: 822 mentions, 263 new followers,and 871 website clickthrus (a 204% increasefrom 2010).FourSquare: 308 people viewed the variouscheck-in specials and 213 people unlockedthe specials.YouTube: 1 video submission with 250 views.
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  40. 40. page 51
  41. 41. Social Media Calendar
  42. 42. page 55
  43. 43. In 60 minutes or less.
  44. 44. Courtney Mallam Coordinator, Print & New MediaGlendon Campus of York University @CourtneyMallam
  45. 45. Megan Bernier University WriterSaint Lawrence University @msteverb
  46. 46. Donna TalaricoIntegrated Marketing Manager Elizabethtown College @donnatalarico
  47. 47. Ann WhiteFormer Web Communications Coordinator Oklahoma Christian University @annmwhite
  48. 48. page 62
  49. 49. page 64
  50. 50. page 66
  51. 51. Photo by HighEdWeb - Flickr
  52. 52. Hashtags to Track#edUi #casesmc#psuweb #higheredlive#sunycuad #cmgrchat CASE Regionals American Marketing Association
  53. 53. http://mstnr.me/FordTheRiverMallory Wood Ma’ayan PlautDirector of Marketing Social Media CoordinatormStoner, Inc. Oberlin College@MalloryWood @plautmaayanmallory.wood@mstoner.com maayan.plaut@oberlin.edu

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