Social Media Marketing

Recruitment Marketing and Social Media: the World is Out of Control National Council for Marketing and Public Relations – District IV Jackson Hole, Wyoming October 21, 2008

“ Universities look to new media as a way to target prospective students” http://www.statesman.com/news/content/news/stories/local/09/24/0924collegeads.html Is the social media now a regular part of an integrated marketing campaign? Or just something that happens? Can it be both?

What we’re talking about today …
Web 2.0… the end of organizational control
Blogs
Social networks… MySpace, Facebook and more
Wikis… Wikipedia
Videos… YouTube
Product reviews… Rate My Professor
“ User generated” content you can’t control
Do you…
Hide in a cave?
Join the advance of civilization?

Who uses social networking sites?
Just about everybody…
Fastest growing group is in their 30s and 40s and more
Where are they online?
MySpace and Facebook
YouTube
Wikipedia
Smaller, specialized sites are becoming more popular

What Noel-Levitz research says…
Mixed marketing signals…
High school students are receptive to college sites on MySpace & Facebook that present factual information about a college… 61 percent
Students are less receptive to advertising on social network sites… 53 percent
Social network sites from admissions counselors to recruit interested students… 56 percent

What Noel-Levitz research says…
Results from 2-year college prospects are about the same as results from 4-year college prospects
Students enrolling at 2-year colleges would…
Use a financial aid estimator… 88 percent
Use a tuition cost calculator… 85 percent
Read a faculty blog… 64 percent
Read a student blog… 61 percent

An observation on the research…
People visit websites for very basic information:
What academic programs do you offer?
Who goes to your school?
What does it cost?
What success do your students have?
Most important marketing goal is a website that provides this information
Social networking sites can…
Provide the basic information that people want
Allow people contact with real students at your school
Be a friendlier place than “official” websites

Your “official” website… present and future
Still your most important online space
But would benefit from copying some of the less formal, more personal features of social networking sites
In the future… distinctions in style and substance between “official” websites and social networking sites will decrease
Start this by creating an internal social networking site
Use analytics to measure where time is spent

Some things you can’t control…

Tyler Junior College… Rate the profs

Some things you can influence…

Your Wikipedia entry… http://en.wikipedia.org/wiki/Community_College_of_Denver

Sometimes you take your chances…

Austin Community College… YouTube

Amarillo College… Facebook

Prediction: Internal social networking sites will increase… Interest in social networking around topics of common interest is growing… Colleges can take advantage of this

2-year colleges… An internal example on the official website Social networking sites can integrate online communication features… Interactivity and User-generated content

Edmonds Community College… http://edmondscc.ning.com/

Polls, feature story, links to regular site…

Forums, comments, and video…

Blogs…

News items… in secondary position

Access is controlled and used to gather marketing information…

2-year colleges… An external example at Amarillo College Facebook… MySpace… YouTube… Twitter

MySpace for higher education… http://www.myspace.com/collegesanduniversities

October MySpace site of the month…

MySpace links to YouTube… http://www.youtube.com/amarillocollege

MySpace links to Twitter… http://twitter.com/amarillocollege

Twitter links to MySpace, YouTube, Facebook…

Facebook links to MySpace, YouTube, Twitter…

A very important reminder… Tell people where you are… Link to your social network sites from your official site

Ohio State University… http://www.osu.edu/features/2008/socialmedia/?feature=socialmedia&yr=2008

The final notes…
Social networking should be a part of your future marketing plans
You have to be comfortable with losing some control over what’s said about you online… and what people are likely to find
You can influence, you can’t control
Give serious thought to creating a social networking experience on your own website… open to everyone

To continue after today’s presentation…

Good source for new news… http://www.diosacommunications.com/highereducation.htm

Ongoing research…

Create your own… or hire out http://www.ning.com/...... http://www.targetx.com/network/index.html

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

Social Media Marketing

by Bob Johnson

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 15

Statistics

Social Media Marketing Presentation Transcript