Social Media in the Marketing Communications Mix ACT Michigan 2010 Annual Conference East Lansing, MI 2 February 2010
Who is Bob Johnson, Ph.D.? <ul><li>Higher education marketing… since 1980s </li></ul><ul><li>Bob Johnson Consulting, LLC… ...
What does this mean? <ul><li>25% of 2009 freshmen report using Facebook to help make their college choice </li></ul>
YouTube, Flickr, Twitter for Ford… http://fiestamovement.com/
New prominence in higher ed… http://www.connectionsforlife.ubc.ca/community-tools.html http://home.bates.edu/views/social/
► Critical point to remember… <ul><li>The website is your most important online marketing tool… </li></ul><ul><li>Fixing b...
Social Media “Groundswell”… <ul><li>“ A social trend in which people use technology to get the things they need  from each...
Social Media site traffic… Jan 16, 2010 http://www.hitwise.com/resources/data-center.php <ul><li>1. Facebook 47.68% </li><...
► Most people are “spectators”… http://www.forrester.com/Groundswell/profile_tool.html <ul><li>Re active participation… co...
Is “Social Media” a marketing tool? <ul><li>Yes, but… </li></ul><ul><ul><li>Not a direct sales/recruitment tool </li></ul>...
Three levels of marketing… Alex Brown at http://www.zehno.com/news-resources/?p=2532 Free Marketing Social media discussio...
Two examples from Michigan… <ul><li>Michigan State University </li></ul><ul><li>Calvin College </li></ul>
Facebook… MSU Spartans w/38,894 fans…… Calvin w/4,604 fans
Facebook specialist pages… MSU College of Music w/687 fans….. Calvin Careers w/275 fans
YouTube results… MSU w/38,700............ Calvin w/1,610
Twitter… Michigan State w/3,187 followers….. Calvin w/2,017 followers
Facebook… <ul><li>If you build it… </li></ul><ul><li>How many people will notice? </li></ul>
► Increase Facebook audiences… <ul><li>Prominent link to Facebook from the entry page to your website section… don’t make ...
Encourage Facebook fans… <ul><li>Give your fans permission to… </li></ul><ul><ul><li>Post videos </li></ul></ul><ul><ul><l...
Case Review: University of Phoenix Facebook… 27,040 fans Twitter… 2,085 followers LinkedIn… 3,459 alumni in 7 groups
From an obscure home page link… http://www.phoenix.edu/students/online_communities.html
Start people at the “Wall”… 8,678 fans on 21 May 2009… 27,040+ in January 2010
► No fear of “Discussions”… Where is my Pell Grant money ?
Getting personal on Twitter… @danportnoy has 1,375 followers
Building Brand on MySpace… http://www.myspace.com/universityofphoenix
Building Brand on YouTube… http://www.youtube.com/universityofphoenix
Building brand on LinkedIn…  1,926 alumni in May 2009… 3,459 in January 2010
The summary… 6 points <ul><li>People turn to social media for “real” information  based on actual experience… </li></ul><u...
Keeping up to date…
Groundswell blog… http://blogs.forrester.com/groundswell/
Especially for Facebook… http://www.insidefacebook.com/
Mashable http://mashable.com/
Pew Internet research reports… http://www.pewinternet.org/Presentations/2009/41--The-Democratization-of-Online-Social-Netw...
ROI is an emerging skill… http://smroi.net/
Shameless self-promotion… http://twitter.com/HighEdMarketing...   http://www.bobjohnsonblog.com/
Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068  248.766.6425  [email_address] Cust...
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Social Media in the Marketing Mix

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Updated version of an earlier presentation, with January stats for social media use and new examples from Calvin College and Michigan State University.

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Social Media in the Marketing Mix

  1. 1. Social Media in the Marketing Communications Mix ACT Michigan 2010 Annual Conference East Lansing, MI 2 February 2010
  2. 2. Who is Bob Johnson, Ph.D.? <ul><li>Higher education marketing… since 1980s </li></ul><ul><li>Bob Johnson Consulting, LLC… since 2004 </li></ul><ul><li>Partner w/Gerry McGovern at Customer Carewords, Ltd (Ireland)… since 2005 </li></ul><ul><li>“ Your Higher Education Marketing Newsletter” (email)… since 1995 </li></ul><ul><li>“ Bob Johnson’s Blog on Higher Education Marketing” </li></ul><ul><li>Twitter, LinkedIn, Facebook user </li></ul>
  3. 3. What does this mean? <ul><li>25% of 2009 freshmen report using Facebook to help make their college choice </li></ul>
  4. 4. YouTube, Flickr, Twitter for Ford… http://fiestamovement.com/
  5. 5. New prominence in higher ed… http://www.connectionsforlife.ubc.ca/community-tools.html http://home.bates.edu/views/social/
  6. 6. ► Critical point to remember… <ul><li>The website is your most important online marketing tool… </li></ul><ul><li>Fixing broken links and dated content is more important than social media </li></ul>
  7. 7. Social Media “Groundswell”… <ul><li>“ A social trend in which people use technology to get the things they need from each other , ◄ rather than from traditional institutions like corporations.” </li></ul><ul><ul><ul><li>Groundswell, Harvard Business Press, 2008 </li></ul></ul></ul><ul><li>What’s in the Groundswell now… </li></ul><ul><ul><li>Facebook and MySpace </li></ul></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Rate My Professor </li></ul></ul><ul><ul><li>Twitter and LinkedIn </li></ul></ul>
  8. 8. Social Media site traffic… Jan 16, 2010 http://www.hitwise.com/resources/data-center.php <ul><li>1. Facebook 47.68% </li></ul><ul><li>2. MySpace 17.62% </li></ul><ul><li>3. YouTube 14.55% </li></ul><ul><li>4. Tagged 1.34% </li></ul><ul><li>5. Twitter 1.14% </li></ul><ul><li>6. Yahoo! Answers 0.96% </li></ul><ul><li>7. Yahoo! Profiles 0.86% </li></ul><ul><li>8. myYearbook 0.63% </li></ul><ul><li>9. Meebo 0.60% </li></ul><ul><li>10. Windows Live Home 0.54% </li></ul>
  9. 9. ► Most people are “spectators”… http://www.forrester.com/Groundswell/profile_tool.html <ul><li>Re active participation… control expectations </li></ul><ul><li>How people 18 to 55+ use social media </li></ul><ul><ul><li>Creators…. 24% </li></ul></ul><ul><ul><li>Critics……… 37% </li></ul></ul><ul><ul><li>Collectors… 21% </li></ul></ul><ul><ul><li>Joiners…… 51% </li></ul></ul><ul><ul><li>Spectators… 73% ◄ </li></ul></ul><ul><ul><li>Inactives…… 18% </li></ul></ul><ul><ul><ul><li>Groups overlap… thus the high total percent </li></ul></ul></ul>
  10. 10. Is “Social Media” a marketing tool? <ul><li>Yes, but… </li></ul><ul><ul><li>Not a direct sales/recruitment tool </li></ul></ul><ul><ul><li>Social media allow potential students to listen to people talk about their experience with you </li></ul></ul><ul><ul><li>Social media allows people to ask questions about the value of your education and to get “experience answers” from your students and alumni </li></ul></ul><ul><ul><li>You can’t control social media discussions </li></ul></ul><ul><ul><li>You can monitor and influence them </li></ul></ul>
  11. 11. Three levels of marketing… Alex Brown at http://www.zehno.com/news-resources/?p=2532 Free Marketing Social media discussions, word-of-mouth, etc. Engagement Marketing Web 2.0, Facebook fan page, Twitter, YouTube, etc. Traditional Marketing Website 1.0, Advertising, PR, Special Events
  12. 12. Two examples from Michigan… <ul><li>Michigan State University </li></ul><ul><li>Calvin College </li></ul>
  13. 13. Facebook… MSU Spartans w/38,894 fans…… Calvin w/4,604 fans
  14. 14. Facebook specialist pages… MSU College of Music w/687 fans….. Calvin Careers w/275 fans
  15. 15. YouTube results… MSU w/38,700............ Calvin w/1,610
  16. 16. Twitter… Michigan State w/3,187 followers….. Calvin w/2,017 followers
  17. 17. Facebook… <ul><li>If you build it… </li></ul><ul><li>How many people will notice? </li></ul>
  18. 18. ► Increase Facebook audiences… <ul><li>Prominent link to Facebook from the entry page to your website section… don’t make them hunt </li></ul><ul><li>Include your Facebook link at end of individual email you send from your division </li></ul><ul><li>Add a FB icon to email newsletters </li></ul><ul><li>Get current students to talk about their experiences, w/ links to videos, photos </li></ul><ul><ul><li>Select as you would student bloggers </li></ul></ul><ul><li>Viral marketing ◄ </li></ul><ul><ul><li>Goal: Fans of your fans will see the link on their FB pages and join as a result </li></ul></ul>
  19. 19. Encourage Facebook fans… <ul><li>Give your fans permission to… </li></ul><ul><ul><li>Post videos </li></ul></ul><ul><ul><li>Post photographs </li></ul></ul><ul><ul><li>Link from their updates </li></ul></ul><ul><li>If fans say something critical of you… </li></ul><ul><ul><li>Remember, this is “reality” marketing </li></ul></ul><ul><ul><li>In most cases, don’t remove the comment </li></ul></ul><ul><ul><li>Don’t answer right away… watch how other community members react ◄ </li></ul></ul><ul><ul><li>The best response comes from your supporters </li></ul></ul>
  20. 20. Case Review: University of Phoenix Facebook… 27,040 fans Twitter… 2,085 followers LinkedIn… 3,459 alumni in 7 groups
  21. 21. From an obscure home page link… http://www.phoenix.edu/students/online_communities.html
  22. 22. Start people at the “Wall”… 8,678 fans on 21 May 2009… 27,040+ in January 2010
  23. 23. ► No fear of “Discussions”… Where is my Pell Grant money ?
  24. 24. Getting personal on Twitter… @danportnoy has 1,375 followers
  25. 25. Building Brand on MySpace… http://www.myspace.com/universityofphoenix
  26. 26. Building Brand on YouTube… http://www.youtube.com/universityofphoenix
  27. 27. Building brand on LinkedIn… 1,926 alumni in May 2009… 3,459 in January 2010
  28. 28. The summary… 6 points <ul><li>People turn to social media for “real” information based on actual experience… </li></ul><ul><li>Promote your social media sites every day… </li></ul><ul><li>Social media won’t go away, individual sites may change in importance… </li></ul><ul><li>You can’t control social media content… </li></ul><ul><li>Social media will become more integrated… </li></ul><ul><li>Experiment, then change </li></ul>
  29. 29. Keeping up to date…
  30. 30. Groundswell blog… http://blogs.forrester.com/groundswell/
  31. 31. Especially for Facebook… http://www.insidefacebook.com/
  32. 32. Mashable http://mashable.com/
  33. 33. Pew Internet research reports… http://www.pewinternet.org/Presentations/2009/41--The-Democratization-of-Online-Social-Networks.aspx
  34. 34. ROI is an emerging skill… http://smroi.net/
  35. 35. Shameless self-promotion… http://twitter.com/HighEdMarketing... http://www.bobjohnsonblog.com/
  36. 36. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC 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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