Discovering Uncharted Territories in Social Media to Engage your Students


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In today’s competitive landscape, schools need to understand their potential and current students better than ever before. Knowing how to engage them, where to reach them and how to keep their interest are vital components to the enrollment and retention process, With social media being an increasingly important communications platform, schools need to know not only how to use social media, but how students use it. Jeff Berg, CUnet’s Social Media Strategist, will take you through social media tips and insights, allowing you to “Blaze New Trails” in the world of new media.

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Discovering Uncharted Territories in Social Media to Engage your Students

  1. 1. Discovering Uncharted Territories inSocial Media to Engage your Students
  2. 2. The Presentor Jeff Berg Social Media Strategist
  3. 3. Agenda• The World of Social Media• What is Social Media (And Why Should You Care?)• Five Simple Truths About Social Media for Schools• Q&A
  4. 4. The World of Social Media
  5. 5. The World of Social Media• Social media has changed how human beings communicate, organize, and spend time online: – 75% of all adult internet users. – More than 20% of all time spent online.• Comparisons of most well-known social media: – If Twitter were a book it would be equivalent to 1,500 complete works of Shakespeare each day. – If YouTube were a movie it would take over 400 years to watch.5
  6. 6. 1,966,514,816 2,000,000,000 1,500,000,000 Oceania 750,000,000 Latin America 1,000,000,000 North America Middle East 500,000,000 Europe Asia - Africa Total Internet Users Facebook Users6
  7. 7. What is Social Media?• Social media has changed how human beings communicate, organize, and spend • Wikipedia • Social bookmarking time online: – 75% of all adult internet users. reviews • Consumer opinions and • Online niche communities – MoreInternet mash-ups spent • than 20% of all time • Social biographies online. • Blogs • Social news • Message boards • Livecasting• Comparisons of most well-known social media: Online gaming • • Audio sharing – If•Facebook sharing websites Photo were a country it would be • Virtual worlds the 3rd largest in fiction with • Interactive the world • Information aggregators 750MM residents. – If•Twitter were a book it would be Instant messaging • Collaboration tools equivalent to 1,500 complete works of • Event organization tools Shakespeare each day. – If YouTube were a movie it would take over 400 years to watch.
  8. 8. Why Should Anyone Care Aboutthe Twits?
  9. 9. Why Is This Important?
  10. 10. The Answer
  11. 11. It Hits The Spot • Pepsi chose investing in social media instead of Super Bowl advertisements • Proctor and Gamble, the worlds largest advertiser, announced it was pulling its money from daytime television and put it into social media
  12. 12. Student Usage• Prospective students today… • Grew up with Internet technology • Nearly three-quarters use social media • 18 percent use Twitter • 67 percent own an MP3 player • 81 percent access the Internet wirelessly • 70 percent believe colleges should have a presence on social networks • 51 percent want to be contacted directly through a social network “Scrolling Toward Enrollment,” Noel-Levitz, 2009 Pew Internet & American Life Project, 2010
  13. 13. Social Media for Recruitment • At the most basic level, provides a feel for school life through an online community • 3 to 5 times more successful than standard marketing targeting • Peers are more influential in college choice than advertising13
  14. 14. Social Media For Retention Heiberger, “Have You Facebooked Astin Lately?”, “New Directions for Student Services” no. 12414
  15. 15. Why Aren’t More Schools Doing It?• Overwhelmed by all the choices• Measuring success seems difficult• It requires dedicated staff• Confusion of ownership
  16. 16. Don’t Feel Like This16
  17. 17. Before Jeff Forgets…
  18. 18. The Research• Schools Examined – Virginia College – Carrington – UTI – National Holistic Institute – The Art Institutes – American Sentinel – Allen School• Results – Approximately 10,000 posts over 60 days – 46.8% of posts were negative
  19. 19. #1 – Social Media is HumanInteraction
  20. 20. Have Human Conversations
  21. 21. Student Engagement – DeVry University21
  22. 22. Student Engagement – Jack Welch Management Institute22
  23. 23. Student Engagement - NHI
  24. 24. 2 – Social Media is Showing, NotTelling
  25. 25. Show, Don’t Tell Social media isn’t just a megaphone
  26. 26. Show, don’t tell
  27. 27. University of Chicago - TweetChicago • Launched October 2008 • On Dec. 10, 2009, totally replaced “A Day in the Life” blog • Launched October 2008 • Now 15 authors featuring both students and faculty • On Dec. 10, 2009, totally replaced “A Day in the Life” blog • Content ranges from the mundane to relevant to the legal community
  28. 28. 4 – Social Media is most effectivewhen it’s personal
  29. 29. Spotlight Your SuccessThe best advocates for any school are your existing students and faculty.
  30. 30. Spotlight Student and Staff Success30
  31. 31. 4 – Social Media isExperimentation
  32. 32. Retention-Focused Communities • Private communities designed to engage current and future students and create community before they begin classes • Allow admitted students to talk to enrolled students • Encourage admitted students to form their own social connections with each other • Don’t neglect the personal aspects • Provide resources that enable students to hit the ground running32
  33. 33. Private Communities - PhoenixConnect • Released by the University of Phoenix School of Business in Sept. 2010 • Features – Focus on existing students • Support to students from peers and faculty outside of the classroom through message boards • Specific interest-specific communities – Focus on students nearing completion • Profiles indicate academic information, employment aspirations and status • Alumni directory with over 120,000 connections • Outcome – 99% adoption rate after one month – Intended to be rolled out to all students by Sept. 201133
  34. 34. Retention-Focused Communities Columbia College Chicago • 94% of admits used the Schools on Facebook Application UT Tyler • Schools on Facebook users were five times more likely to enroll than students who did not use it • Users also had the highest exam pass rates of any students in the UT system ASU • 25% of the student body used Schools on Facebook • 8% higher retention rate when compared with non-users
  35. 35. Product & Marketing RefinementOver 100 posts in the last 30 days talked about advertising
  36. 36. 5 – Measure Everything
  37. 37. Keep Things In PerspectiveHow do we measure humanconversations in a gifteconomy?
  38. 38. Look at the Evolution
  39. 39. Social Media Tracking and Metrics Go beyond basic measurements like fans, followers, and comments• Independent tracking – Text analytics – Sentiment analysis – Link tracking and behavioral information – Activity, engagement, and reach
  40. 40. In Conclusion
  41. 41. • Inspire human interactions • Show, don’t tell • Spotlight student and staff success • Experiment (and don’t be afraid to fail) • Measure it all41
  42. 42. Questions & Answers
  43. 43. Q&A After this, who wouldn’t have questions?
  44. 44. Contact:Jeff BergSocial Media StrategistE-Mail: jeff.berg@cunet.comPhone: 201.477.7687CUnet’s Blog: http://blog.cunet.comFor more information: