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Social Media Summit - Iowa State University

Social Media Summit - Iowa State University



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.

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 Social Media Summit - Iowa State University Presentation Transcript

    • Social Media Summit Iowa State University Ames, IA 3 December 2009
    • Who is Bob Johnson, Ph.D.?
      • Higher education marketing since 1980s
      • Owner… Bob Johnson Consulting, LLC
      • Partner w/Gerry McGovern at Customer Carewords, Ltd
      • “ Your Higher Education Marketing Newsletter” (email newsletter)
      • “ Bob Johnson’s Blog on Higher Education Marketing”
      • Twitter, LinkedIn, Facebook user
    • What does this mean?
      • 25% of 2009 freshmen report using Facebook to help make their college choice
    • YouTube, Flickr, Twitter for Ford… http://fiestamovement.com/
    • ► Critical point to start…
      • The website is your most important online marketing tool…
      • Fixing broken links and dated content is more important than social media
    • The Social Media “Groundswell”…
      • “ A social trend in which people use technology to get the things they need from each other , ◄ rather than from traditional institutions like corporations.”
          • Groundswell, Harvard Business Press, 2008
      • What’s in the Groundswell…
        • Facebook and MySpace
        • Wikipedia
        • YouTube
        • Rate My Professor
        • Twitter and LinkedIn
    • 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
      • 1. Facebook 46.09%
      • 2. MySpace 18.59%
      • 3. YouTube 13.96%
      • 4. Tagged 1.51%
      • 5. Yahoo! Answers 1.13%
      • 6.Twitter 1.06%
      • 7. Yahoo! Profiles 0.81%
      • 8. myYearbook 0.60%
      • 9. Windows Live Home 0.51%
      • 10. Meebo 0.50%
    • ► Most people are “spectators”… http://www.forrester.com/Groundswell/profile_tool.html
      • Re active participation… control expectations
      • How people 18 to 55+ use social media
        • Creators…. 24%
        • Critics……… 37%
        • Collectors… 21%
        • Joiners…… 51%
        • Spectators… 73% ◄
        • Inactives…… 18%
          • Groups overlap… thus the high total percent
    • Is “Social Media” a marketing tool?
      • Yes, but…
        • Not a direct sales/recruitment tool
        • Social media allow potential students to listen to people talk about their experience with you
        • Social media allows people to ask questions about the value of your education and to get “experience answers” from your students and alumni
        • You can’t control social media discussions
        • You can monitor and influence them
    • 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
    • Iowa State and social media…
      • Many sites…
      • Activity varies greatly
    • 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
      • Starbucks…
        • Facebook fans in Nov… 1.5 million
      • Iowa State
        • Facebook fans in Nov… 11,785
      • Starbucks…
        • Twitter followers in November… 536,049
      • Iowa State news
        • Twitter followers in November… 1,861
    • Facebook…
      • If you build it…
      • How many people will notice?
    • Iowa State on Facebook…
    • ► Increase Facebook audiences…
      • Prominent link to Facebook from the entry page to your website section… don’t make them hunt
      • Include your Facebook link at end of individual email you send from your division
      • Add a FB icon to email newsletters
      • Get current students to talk about their Iowa State experiences, w/ links to videos, photos
        • Select as you would student bloggers
      • Viral marketing ◄
        • Goal: Fans of your fans will see the link on their FB pages and join as a result
    • Encourage Facebook fans…
      • Give your fans permission to…
        • Post videos
        • Post photographs
        • Link from their updates
      • If fans say something critical of you…
        • Remember, this is “reality” marketing
        • In most cases, don’t remove the comment
        • Don’t answer right away… watch how other community members react ◄
        • The best response comes from your supporters
    • Doing Social Media at Iowa State
      • Lessons from people who are doing it now…
      • Facebook
      • Twitter
    • Facebook…
    • Twitter…
    • Notes on ROI…
      • Old style advertising:
      • “ I know 50% works, but I don’t know which 50%.”
      • Abandon what doesn’t get attention
    • Basic ROI points…
      • Do you have measurable goals?
        • Increase recruitment conversion?
        • Increase event registrations?
        • Increase annual fund contributions?
        • Increase sale of athletic gear?
      • Do you know results before social media?
        • Best to compare before & after results
        • Can you separate impact of other activities?
    • Basic ROI points (continued)…
      • Social media isn’t free…
        • People resources to create content and monitor what’s happening… count hours spent on SM
        • Budget resources diverted from other activities
        • Change current activities with least ROI now
      • Engagement isn’t a final ROI measure…
        • Engagement is important
        • But engagement is not always the end goal
    • Basic ROI points (continued)…
      • Things you can track…
        • Relative growth of fans (FB), followers (Twitter) and connections (LinkedIn)
        • Comments and questions from the community on Facebook
        • Link tracking from Facebook and Twitter posts
        • Views and comments on YouTube
      • Special attention to tracking…
        • Links to annual fund contribution pages
        • Links to inquiry and application forms
    • ROI is an emerging skill… http://smroi.net/
    • Twitter… unrealized potential
      • Twitter growth has slowed…
      • Tweet every day…
      • Multiple sites are fine…
    • To see higher ed follower growth … http:// twitter.pbworks.com /Universities ... Thanks to Barb Chamberlain http://twitter.com/WSUSpokane
    • Bio to build brand…
      • Good example…
        • “ Saint Leo University is a leading provider of higher education to young adults, working adults, and military personnel looking to further their education.”
      • Good example…
        • “ UC Davis official undergrad admission updates, deadlines and interesting tidbits.”
    • Check yourself against competitors… http://twitter.grader.com/
    • Measuring influence at Klout… http://klout.com/
      • “ 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.”
    • Another new metrics tool… http://www.graphedge.com/
      • How many of your followers you're really reaching
      • How quickly your network is growing (or shrinking!)
      • Who's dumping you
      • Who your most influential followers are, and how to reach them
      • Who else your followers are following
    • Qualitative analysis… http://tweetpsych.com/?name=iowastateunews
      • “ TweetPsych uses two linguistic analysis algorithms (RID and LIWC) to build a psychological profile of a person based on the content of their tweets.”
        • Cognitive content
        • Primordial, conceptual, emotional content
        • Sites like yours
    • 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
    • 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…
      • Easier access to online locations…
      • One password open all your doors
    • 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 ), spring 2009
      • Create initial sites on FB, MySpace, Twitter, FlickR, YouTube… $2,700
      • Create sites only on FB, MySpace… $750
      • Staff time allocation… 25% to 50% at start
    • The summary… 7 points
      • People turn to social media for “real” information based on actual experience…
      • Promote your social media sites every day…
      • Social media won’t go away, individual sites may change importance…
      • You can’t control social media content…
      • Social media will become more integrated…
      • To measure ROI, set quantifiable goals
      • Experiment, then change
    • 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-Networks.aspx
    • 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] Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html