Surviving in a New World:  Social Media and Web Communications © 2008 Robert E. Johnson, Ph.D.   ACT State Organization, O...
There’s a revolution underway…. In the way we connect, get information, and entertain ourselves…
Why is this man smiling?
How will newspapers survive?
Is the Kindle the future of reading?
Why did Wikipedia trump Britannica? Traffic rank of 8………… Traffic rank of 2,593
Starting in 2008…
Will YouTube replace Google for search?
Where are people going today for information and personal connections? Online… Especially people under 50 years…
Popular social networks… <ul><li>In November 2008… </li></ul><ul><ul><li>Facebook… 14 million+ </li></ul></ul><ul><ul><li>...
Best place for demographic data… Pew Internet & American Life Project… “ Adults & Social Network Websites”… January 14, 2009
Relevant data from 2008… Internet users <ul><li>Social network profiles by age… </li></ul><ul><ul><li>75% of people age 18...
Relevant data from 2008… ethnicity <ul><li>Social network profiles by ethnicity </li></ul><ul><ul><li>Hispanic… 48% </li><...
Relevant data from 2008… education <ul><li>Social network profiles by education… </li></ul><ul><ul><li>Less than high scho...
Why are people on social networks? <ul><li>For most, to maintain connections with people they already know </li></ul><ul><...
For marketers, can we advertise? <ul><li>With caution, likely yes… </li></ul><ul><ul><li>Many people don’t want any advert...
Social networking examples…
WPI… for new admits http://admissions.wpi.edu/Congrats/connect.html
OSU… for alumni http://tinyurl.com/6e8oz5
Create your own site with ning… http://edmondscc.ning.com/
Tell everyone you’re doing it! http://tinyurl.com/5htssl
If you create social networking sites… Don’t disable anything that let’s people who use the site add content to it… Don’t ...
In the future… Follow the revolution… Or lead it yourself
Marketingprofs.com
Clickz.com
Diosacommunications.com
Shameless self-promotion… http://www.bobjohnsonblog.com/ http://twitter.com/HighEdMarketing
Thank You! Bob Johnson, Ph.D. President and Senior Consultant Bob Johnson Consulting, LLC 226 Chauncey Court Marshall, MI ...
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Surviving in a New World: Social Media and Web Communications

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Impact of new technology on higher education marketing communications. E-readers, YouTube as a search tool. College and university examples integrating social media into regular websites for student recruitment and alumni communications.

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Surviving in a New World: Social Media and Web Communications

  1. 1. Surviving in a New World: Social Media and Web Communications © 2008 Robert E. Johnson, Ph.D. ACT State Organization, Ohio 2009 Annual Conference January 27-28, 2009 Columbus, Ohio
  2. 2. There’s a revolution underway…. In the way we connect, get information, and entertain ourselves…
  3. 3. Why is this man smiling?
  4. 4. How will newspapers survive?
  5. 5. Is the Kindle the future of reading?
  6. 6. Why did Wikipedia trump Britannica? Traffic rank of 8………… Traffic rank of 2,593
  7. 7. Starting in 2008…
  8. 8. Will YouTube replace Google for search?
  9. 9. Where are people going today for information and personal connections? Online… Especially people under 50 years…
  10. 10. Popular social networks… <ul><li>In November 2008… </li></ul><ul><ul><li>Facebook… 14 million+ </li></ul></ul><ul><ul><li>MySpace… 14 million+ </li></ul></ul><ul><ul><li>LinkedIn… 4 million+ </li></ul></ul><ul><ul><li>Twitter… 2 million+ </li></ul></ul><ul><li>Two trends… </li></ul><ul><ul><li>Facebook passed MySpace for the first time </li></ul></ul><ul><ul><li>Twitter is fastest growing </li></ul></ul>
  11. 11. Best place for demographic data… Pew Internet & American Life Project… “ Adults & Social Network Websites”… January 14, 2009
  12. 12. Relevant data from 2008… Internet users <ul><li>Social network profiles by age… </li></ul><ul><ul><li>75% of people age 18-24 </li></ul></ul><ul><ul><li>57% of people age 25-34 </li></ul></ul><ul><ul><li>30% of people age 35-44 </li></ul></ul><ul><ul><li>19% of people age 45-54 </li></ul></ul><ul><ul><li>10% of people age 55-64 </li></ul></ul><ul><ul><li>9% of people over age 65 </li></ul></ul><ul><li>Expect participation to continue to grow… </li></ul>
  13. 13. Relevant data from 2008… ethnicity <ul><li>Social network profiles by ethnicity </li></ul><ul><ul><li>Hispanic… 48% </li></ul></ul><ul><ul><li>African-American… 43% </li></ul></ul><ul><ul><li>White… 31% </li></ul></ul>
  14. 14. Relevant data from 2008… education <ul><li>Social network profiles by education… </li></ul><ul><ul><li>Less than high school... 43% </li></ul></ul><ul><ul><li>High school graduate… 31% </li></ul></ul><ul><ul><li>Some college… 41% </li></ul></ul><ul><ul><li>College graduate... 33% </li></ul></ul>
  15. 15. Why are people on social networks? <ul><li>For most, to maintain connections with people they already know </li></ul><ul><li>For most, contact for personal reasons </li></ul><ul><li>For professional use, people will maintain more than one profile… </li></ul><ul><ul><li>51% of social network users have more than one profile </li></ul></ul><ul><ul><li>83% of these have profiles on more than one site </li></ul></ul>
  16. 16. For marketers, can we advertise? <ul><li>With caution, likely yes… </li></ul><ul><ul><li>Many people don’t want any advertising </li></ul></ul><ul><ul><ul><li>Some Facebook efforts have failed because of privacy concerns </li></ul></ul></ul><ul><ul><li>Successful advertising will be “real” and will focus on selected segments </li></ul></ul><ul><ul><ul><li>A new form of direct marketing? </li></ul></ul></ul><ul><ul><li>But organizations can use social net works to connect with people who identify with them… </li></ul></ul><ul><ul><ul><li>Brand awareness </li></ul></ul></ul>
  17. 17. Social networking examples…
  18. 18. WPI… for new admits http://admissions.wpi.edu/Congrats/connect.html
  19. 19. OSU… for alumni http://tinyurl.com/6e8oz5
  20. 20. Create your own site with ning… http://edmondscc.ning.com/
  21. 21. Tell everyone you’re doing it! http://tinyurl.com/5htssl
  22. 22. If you create social networking sites… Don’t disable anything that let’s people who use the site add content to it… Don’t preach… have a conversation
  23. 23. In the future… Follow the revolution… Or lead it yourself
  24. 24. Marketingprofs.com
  25. 25. Clickz.com
  26. 26. Diosacommunications.com
  27. 27. Shameless self-promotion… http://www.bobjohnsonblog.com/ http://twitter.com/HighEdMarketing
  28. 28. Thank You! Bob Johnson, Ph.D. President and Senior Consultant Bob Johnson Consulting, LLC 226 Chauncey Court Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html

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