When Brian asked me to present a showcase on social media, my first thought was “it’s about time”.
Over 4 years ago after playing in social media on two different fronts, Annette and I combine our efforts and built the University's Facebook page. While not the first page on campus, it quickly built up a strong following amongst the University’s students, staff, community and Alumni. At the end our first year, we grew the page to over 4,000 “fans"
Building off the success of Facebook, we started up a Linkedin profile to give alumni a place to connect with other alumni within the same profession.
And then we added in a upstart social media network that no one could quite figure out, Twitter.
Today, with over 20,000 Likes on Facebook, 5,000 followers on Twitter, and 10,000 connections on our various Linkedin Groups, Ryan, Steve, Adam, Lyndsie and I are continue to build our networks while examining new ones as they appear to see if they might fit our goals, our strategic plan.Why? This video will explain.
Today, we don’t search for products and services, they find us.
Illinois State University Advancement Division Meeting
Brian Huonker, assistant director, University Marketing and CommunicationsRyan Denham, STATEside editor, University Marketing and CommunicationsSteve Barcus, TitleAdam Rahn, TitleLyndsie Schlink, TitleILLINOIS STATE UNIVERSITYAND SOCIAL MEDIA
WHY?• Facebook the 3rd largest county, Twitter is the 12th• LinkedIn signs up 2 new members every second• Ford Explorer launched on Facebook generated more traffic than a Super Bowl Ad• The average visitor spends 15 minutes a day on YouTube• 5 million images are uploaded to Instagram every day• The Google +1 button is used 5 billion times every day
We don’t search for products and servicesTHEY FIND US
FACEBOOK.COM/ILLINOISSTATEUNIVERSITY• 3-4 posts per day• Engaging content: Links to stories, vintage photos, videos, etc.• Top audiences: Alumni, students, commu nity. 64% between 18-34.• Insights: Almost 22,000 “likes.” Top post reached 61,700 people.
TWITTER.COM/ILLINOISSTATEU• 6-10 tweets per day• Engage and inform: #hashtags and @mentions• Top audiences: Students, young and connected alumni, #BloNo• 9,300 followers
PINTEREST.COM/ILLINOISSTATE• 4-8 new pins per week• Engage and share: Digital scrapbook• Top audiences: Female alums, students• Fast-growing: 790+ followers
WHERE DOES THE CONTENT COME FROM?• Campus collaborators: “Cream of the crop” – Mantra: Let nothing go to waste• Stories.IllinoisState.edu – 57,000 page views in March; 12-17% views from Facebook.• STATEside: Big driver• Contact info updates: From 10 to 100+
STATE OF THE (VIDEO) UNION• 3 days worth of video being added to YouTube every minute,• Facebook caters to well over a billion users (nearly 15% of the entire human population),• Some videos now boast more than 1 billion views.• YouTube is the #2 search engine, just behind its good friend Google. – The first 4 or 5 results typically are a video.
WHY VIDEO IN SEARCH RESULTS?• people are watching more videos than ever before• Empirically - there is a significantly higher (40%) click- through rate on pages with video compared to those with only plain text• Having a video on your website improves your SEO and is 50% more likely to land you at the top of Google searches• It’s trending! That recent study by Forrester suggests that by 2017 over 90% of the online population will be watching videos regularly
WHERE ILLINOIS STATE FIT?• Story / Character• Binge watching• Serialized video• Interactivity / Audience participation• Specific to ISU• Analytics Data from YouTube page (EXAMPLES)
DOCUMENT THE HUMAN EXPERIENCE• Instagram: 100 million active users a month, only 2.5 after first launching (2013)• Flickr: 518 million photos uploaded (2012) – 43 million per month in average, – 1.42 million per day in average.
WHY USE PHOTOS?• Articles with images get 94% more total views• Including a Photo and/or a video in a press release increases views by over 45%• 60% of consumers are more likely to consider or contact a business when an image shows up in local search results
WHY USE PHOTOS?• Engagement rate on Facebook for photos averages 0.37% where text only is 0.27% (this translates to a 37% higher level of engagement for photos over text)