Social Media Marketing

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Review of social media marketing options and recommendations to effectively add them to the college and university marketing communications mix.

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Social Media Marketing

  1. 1. 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
  2. 2. “ 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?
  3. 3. What we’re talking about today … <ul><li>Web 2.0… the end of organizational control </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social networks… MySpace, Facebook and more </li></ul></ul><ul><ul><li>Wikis… Wikipedia </li></ul></ul><ul><ul><li>Videos… YouTube </li></ul></ul><ul><ul><li>Product reviews… Rate My Professor </li></ul></ul><ul><li>“ User generated” content you can’t control </li></ul><ul><li>Do you… </li></ul><ul><ul><li>Hide in a cave? </li></ul></ul><ul><ul><li>Join the advance of civilization? </li></ul></ul>
  4. 4. Who uses social networking sites? <ul><li>Just about everybody… </li></ul><ul><ul><li>Fastest growing group is in their 30s and 40s and more </li></ul></ul><ul><li>Where are they online? </li></ul><ul><ul><li>MySpace and Facebook </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><li>Smaller, specialized sites are becoming more popular </li></ul>
  5. 5. What Noel-Levitz research says… <ul><li>Mixed marketing signals… </li></ul><ul><ul><li>High school students are receptive to college sites on MySpace & Facebook that present factual information about a college… 61 percent </li></ul></ul><ul><ul><li>Students are less receptive to advertising on social network sites… 53 percent </li></ul></ul><ul><ul><li>Social network sites from admissions counselors to recruit interested students… 56 percent </li></ul></ul>
  6. 6. What Noel-Levitz research says… <ul><li>Results from 2-year college prospects are about the same as results from 4-year college prospects </li></ul><ul><li>Students enrolling at 2-year colleges would… </li></ul><ul><ul><li>Use a financial aid estimator… 88 percent </li></ul></ul><ul><ul><li>Use a tuition cost calculator… 85 percent </li></ul></ul><ul><ul><li>Read a faculty blog… 64 percent </li></ul></ul><ul><ul><li>Read a student blog… 61 percent </li></ul></ul>
  7. 7. An observation on the research… <ul><li>People visit websites for very basic information: </li></ul><ul><ul><li>What academic programs do you offer? </li></ul></ul><ul><ul><li>Who goes to your school? </li></ul></ul><ul><ul><li>What does it cost? </li></ul></ul><ul><ul><li>What success do your students have? </li></ul></ul><ul><li>Most important marketing goal is a website that provides this information </li></ul><ul><li>Social networking sites can… </li></ul><ul><ul><li>Provide the basic information that people want </li></ul></ul><ul><ul><li>Allow people contact with real students at your school </li></ul></ul><ul><ul><li>Be a friendlier place than “official” websites </li></ul></ul>
  8. 8. Your “official” website… present and future <ul><li>Still your most important online space </li></ul><ul><li>But would benefit from copying some of the less formal, more personal features of social networking sites </li></ul><ul><li>In the future… distinctions in style and substance between “official” websites and social networking sites will decrease </li></ul><ul><li>Start this by creating an internal social networking site </li></ul><ul><ul><li>Use analytics to measure where time is spent </li></ul></ul>
  9. 9. Some things you can’t control…
  10. 10. Tyler Junior College… Rate the profs
  11. 11. Some things you can influence…
  12. 12. Your Wikipedia entry… http://en.wikipedia.org/wiki/Community_College_of_Denver
  13. 13. Sometimes you take your chances…
  14. 14. Austin Community College… YouTube
  15. 15. Amarillo College… Facebook
  16. 16. Prediction: Internal social networking sites will increase… Interest in social networking around topics of common interest is growing… Colleges can take advantage of this
  17. 17. 2-year colleges… An internal example on the official website Social networking sites can integrate online communication features… Interactivity and User-generated content
  18. 18. Edmonds Community College… http://edmondscc.ning.com/
  19. 19. Polls, feature story, links to regular site…
  20. 20. Forums, comments, and video…
  21. 21. Blogs…
  22. 22. News items… in secondary position
  23. 23. Access is controlled and used to gather marketing information…
  24. 24. 2-year colleges… An external example at Amarillo College Facebook… MySpace… YouTube… Twitter
  25. 25. MySpace for higher education… http://www.myspace.com/collegesanduniversities
  26. 26. October MySpace site of the month…
  27. 27. MySpace links to YouTube… http://www.youtube.com/amarillocollege
  28. 28. MySpace links to Twitter… http://twitter.com/amarillocollege
  29. 29. Twitter links to MySpace, YouTube, Facebook…
  30. 30. Facebook links to MySpace, YouTube, Twitter…
  31. 31. A very important reminder… Tell people where you are… Link to your social network sites from your official site
  32. 32. Ohio State University… http://www.osu.edu/features/2008/socialmedia/?feature=socialmedia&yr=2008
  33. 33. The final notes… <ul><li>Social networking should be a part of your future marketing plans </li></ul><ul><li>You have to be comfortable with losing some control over what’s said about you online… and what people are likely to find </li></ul><ul><ul><li>You can influence, you can’t control </li></ul></ul><ul><li>Give serious thought to creating a social networking experience on your own website… open to everyone </li></ul>
  34. 34. To continue after today’s presentation…
  35. 35. Good source for new news… http://www.diosacommunications.com/highereducation.htm
  36. 36. Ongoing research…
  37. 37. Create your own… or hire out http://www.ning.com/...... http://www.targetx.com/network/index.html
  38. 38. 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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