Social Media Summit Iowa State University Ames, IA 3 December 2009
Who is Bob Johnson, Ph.D.? <ul><li>Higher education marketing since 1980s </li></ul><ul><li>Owner… Bob Johnson Consulting,...
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/
► Critical point to start… <ul><li>The website is your most important online marketing tool… </li></ul><ul><li>Fixing brok...
The Social Media “Groundswell”… <ul><li>“ A social trend in which people use technology to get the things they need  from ...
2 new social media mistakes… http://twitter.com/InsidetheBCS ....  http://www.facebook.com/pages/Inside-the-BCS/208135432288
Social media…  a really big world http://www.briansolis.com/
Social Media site traffic… Nov 21, 2009 http://www.hitwise.com/resources/data-center.php <ul><li>1. Facebook 46.09% </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 discussion...
Iowa State and social media… <ul><li>Many sites… </li></ul><ul><li>Activity varies greatly </li></ul>
Facebook… 500+ results Iowa State University………………….. Iowa State
YouTube… 2,150+ results Iowa State University……………………Iowa State
Twitter… 20 results Iowa State….…………………Iowa State University
In perspective…   Starbucks & Iowa State <ul><li>Starbucks… </li></ul><ul><ul><li>Facebook fans in Nov… 1.5 million </li><...
Facebook… <ul><li>If you build it… </li></ul><ul><li>How many people will notice? </li></ul>
Iowa State on Facebook…
► 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...
Doing Social Media at Iowa State <ul><li>Lessons from people who are doing it now… </li></ul><ul><li>Facebook </li></ul><u...
Facebook…
Twitter…
Notes on ROI… <ul><li>Old style advertising: </li></ul><ul><li>“ I know 50% works, but I don’t know which 50%.” </li></ul>...
Basic ROI points… <ul><li>Do you have measurable goals? </li></ul><ul><ul><li>Increase recruitment conversion? </li></ul><...
Basic ROI points (continued)… <ul><li>Social media isn’t free… </li></ul><ul><ul><li>People resources to create content an...
Basic ROI points (continued)…  <ul><li>Things you can track… </li></ul><ul><ul><li>Relative growth of fans (FB), followers...
ROI is an emerging skill… http://smroi.net/
Twitter… unrealized potential <ul><li>Twitter growth has slowed… </li></ul><ul><li>Tweet every day… </li></ul><ul><li>Mult...
To see higher ed follower growth … http:// twitter.pbworks.com /Universities ... Thanks to Barb Chamberlain http://twitter...
Bio to build brand… <ul><li>Good example… </li></ul><ul><ul><li>“ Saint Leo University is a leading provider of higher edu...
Check yourself against competitors…   http://twitter.grader.com/
Measuring influence at Klout… http://klout.com/ <ul><li>“ You have built a personal brand around your identity. There is a...
Another new metrics tool… http://www.graphedge.com/ <ul><li>How many of your followers you're  really  reaching  </li></ul...
Qualitative analysis… http://tweetpsych.com/?name=iowastateunews <ul><li>“ TweetPsych uses two linguistic analysis algorit...
Integrated Marketing  and Social Media  Case Review: University of Phoenix Facebook… 22,878 fans Twitter… 1,860 followers ...
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… 22,000+ in November
► Don’t fear “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… 3,000+ in November
In the near future… <ul><li>Easier access to online locations… </li></ul><ul><li>One password open all your doors </li></ul>
Easier access to Internet locations… http:// openid.net / .......   http://developers.facebook.com/connect.php
The cost of getting started… (From Heather Mansfield at DIOSA Communications,  http://www.diosacommunications.com ), sprin...
The summary… 7 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/
New book in 2010… http://blogs.forrester.com/groundswell/2009/10/announcing-our-next-book-harnessing-the-groundswell.html
Especially for Facebook…
Mashable http://mashable.com/
Dave Evan’s Blog… http://www.readthis.com/
Pew Internet research reports… http://www.pewinternet.org/Presentations/2009/41--The-Democratization-of-Online-Social-Netw...
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 Summit - Iowa State University

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Social media marketing presentation for Iowa State University. Thanks to the questions and comments from 150+ people attending that made this a special time in Ames.

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Social Media Summit - Iowa State University

  1. 1. Social Media Summit Iowa State University Ames, IA 3 December 2009
  2. 2. Who is Bob Johnson, Ph.D.? <ul><li>Higher education marketing since 1980s </li></ul><ul><li>Owner… Bob Johnson Consulting, LLC </li></ul><ul><li>Partner w/Gerry McGovern at Customer Carewords, Ltd </li></ul><ul><li>“ Your Higher Education Marketing Newsletter” (email newsletter) </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. ► Critical point to start… <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>
  6. 6. The 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… </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>
  7. 7. 2 new social media mistakes… http://twitter.com/InsidetheBCS .... http://www.facebook.com/pages/Inside-the-BCS/208135432288
  8. 8. Social media… a really big world http://www.briansolis.com/
  9. 9. Social Media site traffic… Nov 21, 2009 http://www.hitwise.com/resources/data-center.php <ul><li>1. Facebook 46.09% </li></ul><ul><li>2. MySpace 18.59% </li></ul><ul><li>3. YouTube 13.96% </li></ul><ul><li>4. Tagged 1.51% </li></ul><ul><li>5. Yahoo! Answers 1.13% </li></ul><ul><li>6.Twitter 1.06% </li></ul><ul><li>7. Yahoo! Profiles 0.81% </li></ul><ul><li>8. myYearbook 0.60% </li></ul><ul><li>9. Windows Live Home 0.51% </li></ul><ul><li>10. Meebo 0.50% </li></ul>
  10. 10. ► 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>
  11. 11. 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>
  12. 12. 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
  13. 13. Iowa State and social media… <ul><li>Many sites… </li></ul><ul><li>Activity varies greatly </li></ul>
  14. 14. Facebook… 500+ results Iowa State University………………….. Iowa State
  15. 15. YouTube… 2,150+ results Iowa State University……………………Iowa State
  16. 16. Twitter… 20 results Iowa State….…………………Iowa State University
  17. 17. In perspective… Starbucks & Iowa State <ul><li>Starbucks… </li></ul><ul><ul><li>Facebook fans in Nov… 1.5 million </li></ul></ul><ul><li>Iowa State </li></ul><ul><ul><li>Facebook fans in Nov… 11,785 </li></ul></ul><ul><li>Starbucks… </li></ul><ul><ul><li>Twitter followers in November… 536,049 </li></ul></ul><ul><li>Iowa State news </li></ul><ul><ul><li>Twitter followers in November… 1,861 </li></ul></ul>
  18. 18. Facebook… <ul><li>If you build it… </li></ul><ul><li>How many people will notice? </li></ul>
  19. 19. Iowa State on Facebook…
  20. 20. ► 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 Iowa State 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>
  21. 21. 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>
  22. 22. Doing Social Media at Iowa State <ul><li>Lessons from people who are doing it now… </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul>
  23. 23. Facebook…
  24. 24. Twitter…
  25. 25. Notes on ROI… <ul><li>Old style advertising: </li></ul><ul><li>“ I know 50% works, but I don’t know which 50%.” </li></ul><ul><li>Abandon what doesn’t get attention </li></ul>
  26. 26. Basic ROI points… <ul><li>Do you have measurable goals? </li></ul><ul><ul><li>Increase recruitment conversion? </li></ul></ul><ul><ul><li>Increase event registrations? </li></ul></ul><ul><ul><li>Increase annual fund contributions? </li></ul></ul><ul><ul><li>Increase sale of athletic gear? </li></ul></ul><ul><li>Do you know results before social media? </li></ul><ul><ul><li>Best to compare before & after results </li></ul></ul><ul><ul><li>Can you separate impact of other activities? </li></ul></ul>
  27. 27. Basic ROI points (continued)… <ul><li>Social media isn’t free… </li></ul><ul><ul><li>People resources to create content and monitor what’s happening… count hours spent on SM </li></ul></ul><ul><ul><li>Budget resources diverted from other activities </li></ul></ul><ul><ul><li>Change current activities with least ROI now </li></ul></ul><ul><li>Engagement isn’t a final ROI measure… </li></ul><ul><ul><li>Engagement is important </li></ul></ul><ul><ul><li>But engagement is not always the end goal </li></ul></ul>
  28. 28. Basic ROI points (continued)… <ul><li>Things you can track… </li></ul><ul><ul><li>Relative growth of fans (FB), followers (Twitter) and connections (LinkedIn) </li></ul></ul><ul><ul><li>Comments and questions from the community on Facebook </li></ul></ul><ul><ul><li>Link tracking from Facebook and Twitter posts </li></ul></ul><ul><ul><li>Views and comments on YouTube </li></ul></ul><ul><li>Special attention to tracking… </li></ul><ul><ul><li>Links to annual fund contribution pages </li></ul></ul><ul><ul><li>Links to inquiry and application forms </li></ul></ul>
  29. 29. ROI is an emerging skill… http://smroi.net/
  30. 30. Twitter… unrealized potential <ul><li>Twitter growth has slowed… </li></ul><ul><li>Tweet every day… </li></ul><ul><li>Multiple sites are fine… </li></ul>
  31. 31. To see higher ed follower growth … http:// twitter.pbworks.com /Universities ... Thanks to Barb Chamberlain http://twitter.com/WSUSpokane
  32. 32. Bio to build brand… <ul><li>Good example… </li></ul><ul><ul><li>“ Saint Leo University is a leading provider of higher education to young adults, working adults, and military personnel looking to further their education.” </li></ul></ul><ul><li>Good example… </li></ul><ul><ul><li>“ UC Davis official undergrad admission updates, deadlines and interesting tidbits.” </li></ul></ul>
  33. 33. Check yourself against competitors… http://twitter.grader.com/
  34. 34. Measuring influence at Klout… http://klout.com/ <ul><li>“ You have built a personal brand around your identity. There is a good chance that you work in social media or marketing but you might even be famous in real life. Being a persona is not just about having a ton of followers, to make it to the top right corner you need to engage with your audience. Make no mistake about it though, when you talk people listen.” </li></ul>
  35. 35. Another new metrics tool… http://www.graphedge.com/ <ul><li>How many of your followers you're really reaching </li></ul><ul><li>How quickly your network is growing (or shrinking!) </li></ul><ul><li>Who's dumping you </li></ul><ul><li>Who your most influential followers are, and how to reach them </li></ul><ul><li>Who else your followers are following </li></ul>
  36. 36. Qualitative analysis… http://tweetpsych.com/?name=iowastateunews <ul><li>“ TweetPsych uses two linguistic analysis algorithms (RID and LIWC) to build a psychological profile of a person based on the content of their tweets.” </li></ul><ul><ul><li>Cognitive content </li></ul></ul><ul><ul><li>Primordial, conceptual, emotional content </li></ul></ul><ul><ul><li>Sites like yours </li></ul></ul>
  37. 37. Integrated Marketing and Social Media Case Review: University of Phoenix Facebook… 22,878 fans Twitter… 1,860 followers LinkedIn… 3,085 alumni in 7 groups
  38. 38. From an obscure home page link… http://www.phoenix.edu/students/online_communities.html
  39. 39. Start people at the “Wall”… 8,678 fans on 21 May 2009… 22,000+ in November
  40. 40. ► Don’t fear “Discussions”… Where is my Pell Grant money ?
  41. 41. Getting personal on Twitter… @danportnoy has 1,375 followers
  42. 42. Building Brand on MySpace… http://www.myspace.com/universityofphoenix
  43. 43. Building Brand on YouTube… http://www.youtube.com/universityofphoenix
  44. 44. Building brand on LinkedIn… 1,926 alumni in May… 3,000+ in November
  45. 45. In the near future… <ul><li>Easier access to online locations… </li></ul><ul><li>One password open all your doors </li></ul>
  46. 46. Easier access to Internet locations… http:// openid.net / ....... http://developers.facebook.com/connect.php
  47. 47. The cost of getting started… (From Heather Mansfield at DIOSA Communications, http://www.diosacommunications.com ), spring 2009 <ul><li>Create initial sites on FB, MySpace, Twitter, FlickR, YouTube… $2,700 </li></ul><ul><li>Create sites only on FB, MySpace… $750 </li></ul><ul><li>Staff time allocation… 25% to 50% at start </li></ul>
  48. 48. The summary… 7 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 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>To measure ROI, set quantifiable goals </li></ul><ul><li>Experiment, then change </li></ul>
  49. 49. Keeping up to date…
  50. 50. Groundswell blog… http://blogs.forrester.com/groundswell/
  51. 51. New book in 2010… http://blogs.forrester.com/groundswell/2009/10/announcing-our-next-book-harnessing-the-groundswell.html
  52. 52. Especially for Facebook…
  53. 53. Mashable http://mashable.com/
  54. 54. Dave Evan’s Blog… http://www.readthis.com/
  55. 55. Pew Internet research reports… http://www.pewinternet.org/Presentations/2009/41--The-Democratization-of-Online-Social-Networks.aspx
  56. 56. Shameless self-promotion… http://twitter.com/HighEdMarketing... http://www.bobjohnsonblog.com/
  57. 57. 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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