Social Media and Higher Education: Next Steps
Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the S...
Introductions                              3Chris TyburskiSenior Marketing ConsultantTWG PlusMike DelliVeneriSocial Media ...
Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the S...
Social Media’s Role in Higher Ed    5      •   Recruitment      •   Alumni engagement      •   Public relations      •   C...
Let’s remember that…                 6     …your brand is a conversation
Your recruitment communications       7           …are about your students
Where do we stand?                         8  “Facebook remains the king of social  media...respondents have crowned it   ...
Facebook Challenges                             9     1. Keeping audiences engaged     2. Measuring the impact of our Face...
Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the S...
TWG Plus Research                                                11Research Questions  •   What kind of scale can we creat...
TWG Plus Research                                           12Research Methods  •   Quantitative analysis of over 500 high...
Let’s talk about…   13     • Fanbase     • Engagement     • Messaging
Fan Base                  14The Importance of Reach
Fan Base                                                                      15 School Size   Large            Medium    ...
Engagement per Fan   16Fan Interactionsper Year
Engagement per Fan                                                            17 School Size   Large           Medium     ...
Active Fan Base                     18How many fans are truly involved?
Active Fan Base                                                             19 School Size   Large           Medium       ...
Practical lessons learned                 20      • Content and messaging matter      • Ideal frequency and consistency
Lessons learned: Messaging   21  Avoid     • Formal tone     • Impersonal voice     • Long copy
Messaging                                22  Tragedy  • High Engagement Fan Page             • Low Engagement Fan Page
Messaging                                           23  Personal Highlight• High Engagement Fan Page                      ...
Frequency                                                  24      • Posting too much      • Posting too little Admin Post...
7-Step Action Plan                                              251. Analyze what you have       •      Content/channels  ...
Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the S...
Regis and Facebook                       27                Social Media Committee            •   University            •  ...
Regis and Facebook                                    28              Social Media Committee                     • 23,662 ...
Regis and Facebook                     29                                  Today.  •   EdgeRank  •   Organic post reach  •...
Regis and Facebook                     30                     A Brand Moment…
Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the S...
Beyond Facebook                   32         User Generated Content
Beyond Facebook                  33                  #thisisregis
Beyond Facebook   34
Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the S...
Q&A                         36      Questions   Answers
Connect                                 37          Chris Tyburski          ✚chris.tyburski@twgplus.com          ✚973.985....
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Colorado council social media presentation

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  • Over 500 schools, One year of posts
  • Over 500 schools, One year of posts
  • ReachEngagementActive / diversity
  • It’s about building a connection to campus
  • -even though lsrge schools don’t have $ they are more in-tune with what important to their audiece
  • Communications style
  • - No parallel between how students are feeling and how the institution is presenting it
  • ReachEngagementActive / diversity
  • ReachEngagementActive / diversity
  • 3,200 likes307 comments877 sharesBased upon the amount of people that this post reached – it had a 83% engagement rate
  • Colorado council social media presentation

    1. 1. Social Media and Higher Education: Next Steps
    2. 2. Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the Social Space✚Q & A
    3. 3. Introductions 3Chris TyburskiSenior Marketing ConsultantTWG PlusMike DelliVeneriSocial Media and Internal CommunicationsManagerRegis University
    4. 4. Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the Social Space✚Q & A
    5. 5. Social Media’s Role in Higher Ed 5 • Recruitment • Alumni engagement • Public relations • Community building Social media covers it all!
    6. 6. Let’s remember that… 6 …your brand is a conversation
    7. 7. Your recruitment communications 7 …are about your students
    8. 8. Where do we stand? 8 “Facebook remains the king of social media...respondents have crowned it the #1 social media outlet for admissions offices” – Facebook and Admissions, Varsity Outreach, Sept. 2012
    9. 9. Facebook Challenges 9 1. Keeping audiences engaged 2. Measuring the impact of our Facebook presence 3. Getting prospects/admits to join/like our Facebook presence
    10. 10. Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the Social Space✚Q & A
    11. 11. TWG Plus Research 11Research Questions • What kind of scale can we create to rank the activity of a school. • What is the average number of fans by segment? • Can we rank engagement by segment? • What type of content produces the most engagement? • Is there a relationship between frequency and performance? • What lessons can we learn from high and low performing pages?
    12. 12. TWG Plus Research 12Research Methods • Quantitative analysis of over 500 high education institutions • Random sample of 4-year degree granting institutions from IPEDS 2009-2010 list • All not-for-profit • Divided into categories by Carnegie Foundation Size and Setting classifications • Defined engagement # of Comments+Likes+Comment Likes+Wall Posts # Fans • Measured activity for 1 year on main institutional Facebook page
    13. 13. Let’s talk about… 13 • Fanbase • Engagement • Messaging
    14. 14. Fan Base 14The Importance of Reach
    15. 15. Fan Base 15 School Size Large Medium Small Very Small (>10,000) (3,000-9,999) (1,000-2,999) (<999) Average 30,871 5,482 3,283 1,458 A >42,120 >9,051 >5,594 >2,721 B 21,977-42,120 4,933-9,051 3,283-5,594 1,417-2,721 C 1,834-21,977 815-4,933 972-3,283 113-1,417 D <1,834 <815 <972 <113
    16. 16. Engagement per Fan 16Fan Interactionsper Year
    17. 17. Engagement per Fan 17 School Size Large Medium Small Very Small (>10,000) (3,000-9,999) (1,000-2,999) (<999) Average .63 .77 .70 .66 A >1.09 >1.34 >1.22 >1.23 B .63 - 1.09 .71 - 1.34 .70 - 1.22 .66 - 1.23 C .17 - .63 .08 - .71 .18 - .70 .09 - .66 D <.17 <.08 <.18 <.09
    18. 18. Active Fan Base 18How many fans are truly involved?
    19. 19. Active Fan Base 19 School Size Large Medium Small Very Small (>10,000) (3,000-9,999) (1,000-2,999) (<999) Average 20.75% 25.68% 23.22% 22.53% A >29.82% >41.45% >34.47% >35.23% B 20.75%-29.82% 23.96%- 23.22%- 22.53%- 41.45% 34.47% 35.23% C 11.68%-20.75% 6.47% - 11.97%- 9.83%-22.53% 23.96% 23.22% D <11.68% <6.47% <11.97% <9.83%
    20. 20. Practical lessons learned 20 • Content and messaging matter • Ideal frequency and consistency
    21. 21. Lessons learned: Messaging 21 Avoid • Formal tone • Impersonal voice • Long copy
    22. 22. Messaging 22 Tragedy • High Engagement Fan Page • Low Engagement Fan Page
    23. 23. Messaging 23 Personal Highlight• High Engagement Fan Page • Low Engagement Fan Page
    24. 24. Frequency 24 • Posting too much • Posting too little Admin Posts per Day School Size Large Medium Small Very Small High 2.27 1.98 1.74 1.4 Engagement Frequency Low .43 .17 .15 .07 Engagement Frequency Ideal 2-3 1-3 1-2 1-2 Frequency Range
    25. 25. 7-Step Action Plan 251. Analyze what you have • Content/channels • Team/Resources • Audience • Integration with other channels2. Develop goals (based on institution and available resources)3. Develop strategy based on audience4. Build audience5. Test/refine content • Gather new data6. Survey matriculants7. Iterate
    26. 26. Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the Social Space✚Q & A
    27. 27. Regis and Facebook 27 Social Media Committee • University • Three Colleges • Alumni • Athletics • Student Activities
    28. 28. Regis and Facebook 28 Social Media Committee • 23,662 fans • Ability to segment content • Different content strategies
    29. 29. Regis and Facebook 29 Today. • EdgeRank • Organic post reach • Engagement remains steady • Content is king • Engagement > Fans
    30. 30. Regis and Facebook 30 A Brand Moment…
    31. 31. Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the Social Space✚Q & A
    32. 32. Beyond Facebook 32 User Generated Content
    33. 33. Beyond Facebook 33 #thisisregis
    34. 34. Beyond Facebook 34
    35. 35. Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the Social Space✚Q & A
    36. 36. Q&A 36 Questions Answers
    37. 37. Connect 37 Chris Tyburski ✚chris.tyburski@twgplus.com ✚973.985.6660 Mike DelliVeneri ✚mdelliveneri@regis.edu ✚303.964.6457
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