Shaping college social media


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Presentation to community college presidents at AACC conference in New Orleans, LA in April 2011. Presented by: Kyle Schwarm, Exec Director of the Wis Technical College System marketing consortium and Barb Dreger, Director of College Marketing, Fox Valley Technical College

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  • INTRODUCTIONSWhy are attending this session? We’d like to get a few responses on this…How many of you have had these thoughts about social media?It’s just a fad…It’s for consumer brands…We have more important things to focus on…We don’t have the resources...We don’t need social media to survive. You are not alone.
  • If you think your college controls your message, you need to think again. Both your message and your brand are being controlled by your students and the general public. Not you. You have to be part of the dialogue to preserve and build your brand.
  • How many colleges are engaged in social media?How many presidents are engaged in social media? Facebook? Twitter? Blogs?
  • Social media is any online communication technology that allows individuals to interact with one another – often related to common interests, such as your colleges or higher education. It includes text, audio, video – any shared communications. We’d like to share a video to provide a better understanding the power of social media.
  • Social media is many-to-many communication by individuals who share common interests Social media gives every participant an outlet to be heard in an online community they feel comfortable in. One of those common interests could be the education and training they seek from higher education.
  • There’s a ton of social media platforms out there, but we’ll focus on just a few…
  • Let’s take a quick look at five major social media platforms most commonly used by businesses and colleges...
  • Social media is everywhere… Who is out there and what are they doing?The key message here is that four generations are using social media, which aligns closely with our student population.
  • Here’s just a quick look at the growth of social media use by organizations…
  • And here are the social media platforms most commonly used by organizations…
  • You need to be part of the discussion online. You need to know who your friends are, and be able to identify when you have enemies so you can diffuse negative discussion about you. Pete Cashmore, editor of Mashable (a key information portal for social media services), suggests that your friends may become content curators for your consumption, filtering information such as movies, books and television shows and making recommendations for your leisure time online. The content of Websites can now be tailored to readers’ preferences, as defined by the preferences of their social networks and soon the web you see when you go online may be one that was shaped by dominant preferences in your social networks.
  • Why wait? A common excuse for not engaging in social media is that it’s a fad. You can’t afford not to get into social media because it’s not going away. These are new major communication tools and this is how your brand is being discussed.
  • No matter what social networking site you use there are a few ground rules that are very different from traditional media. Social media entrepreneur Peter Shankman spoke to NCMPR members last month and presented us with 4 Social Media Rules: Be Transparent 2. Be Relevant 3. Learn to Write 4. Top of Mind-make it about them At least half of what is discussed should be light, fun and frivilous, but it has to be about them in order to engage them.
  • Here’s an example of how messaging moves through social media channels.The bullets on the left are what you want to be doing in social media and the flow chart on the right is how you should be doing it. This is all about developing relationships. You need to be useful and you need to be transparent.
  • Barb Dreger will now show us how her college is using the various social media channels to engage the public in discussion, diffuse negative commentary and build brand value.
  • We’re fortunate that we have a strong network within NCMPR to find our way through the social networking realm. NCMPR continues to grow as a result of valuable programming on topics like this (Summer Institute) If your institution isn’t already involved with NCMPR, we hope you’ll take a moment to stop by the booth and learn about the many benefits of being associated with this amazing organization. It has been an invaluable resource for me.At this time we are happy to answer any questions …Thank you!
  • Hopefully, your view of social media has changed. How many of you feel your perceptions have changed?
  • Shaping college social media

    1. 1. Shaping your college’s social media strategy<br />AACC Conference<br />April 10, 2011<br />Presented by NCMPR, an affiliate council of AACC<br />Barb Dreger, Fox Valley Technical College, Appleton, WI<br />Kyle Schwarm, Wisconsin Technical College System, Madison, WI<br />
    2. 2. Overview<br /><ul><li>What is social media?
    3. 3. How is it different from other forms of communication?
    4. 4. Types of social media
    5. 5. Why it’s important for your college to engage in social media
    6. 6. Case Study: College Strategy & Plan: How one college is leveraging social media to its advantage</li></li></ul><li>If you think you control your college’s message, think again!<br />It’s not you!<br />
    7. 7. “Oh, how I hate this college.”<br />
    8. 8. One bad tweet can cost you 30 students<br />Source: Convergys Corp.<br />
    9. 9. Are you or your college engaged in social media?<br />
    10. 10. Socialnomics Video<br />
    11. 11. Social media are the various platforms by which individuals can converge, collaborate and interact with others <br />Easy, immediate, accessible <br />and far reaching <br />
    12. 12.
    13. 13. Most relevant to colleges today<br />Add friends, send messages, share photos & even play games; Fan pages allow colleges to get messages out and build community<br />Microblogging, which is not about what you say, it’s about getting others to retweet about you – the ultimate in brand exposure<br />Video-sharing; great for promoting colleges; Second only to Facebook for researching brands; Number two search engine behind Google<br />Largest business-oriented, professional network for success-minded individuals; good way for colleges to connect with businesses<br />First modern form of social media; used as online journals; Allows individuals/organizations to have a voice while connecting to others <br />
    14. 14. Across all generations, more people than ever are using social media.<br /><ul><li>85% of online users ages 45-54 use social media; 75% of 55+ group (fastest growing segment)
    15. 15. On average, Internet users logon to two social media sites per day; average friend count is 195
    16. 16. 73% of teens use Facebook
    17. 17. Facebook, Blogspot and MySpace are the top sites for teens
    18. 18. Top 5 activities: Sending personal messages, viewing photos, checking status, reacting to others’ status and uploading photos</li></ul>November 2010, Social Media Today<br />
    19. 19. Companies with 100+ employees<br />November 2010, eMarketer<br />
    20. 20. August 2009, Russell Herder and Ethos Business Law<br />
    21. 21. and where<br />^<br />Who are your friends?<br />
    22. 22.
    23. 23. Rules<br /><ul><li>Be transparent
    24. 24. Be relevant
    25. 25. Write well
    26. 26. Keep it about them</li></ul>Source: Peter Shankman<br />
    27. 27. Social media messaging pathway<br />Listening<br />Responding<br />Creating content<br />Engaging<br />Developing loyalty<br />Addressing concerns<br />
    28. 28. Case Study <br />Barb Dreger,<br />Director of College Marketing<br />Fox Valley Technical College<br />
    29. 29. Results/ROI<br />Increased traffic to FVTC website<br />Lead generation (inquiries)<br />Recruitment for open positions<br />Improved customer service<br />New channel to demonstrate brand personality<br />Opportunity to engage brand advocates<br />Image building<br />
    30. 30.
    31. 31.
    32. 32.
    33. 33.
    34. 34. Questions?<br />Barb Dreger, Fox Valley Technical College, Appleton, WI<br />Email:<br />Twitter: @BarbDreger<br />LinkedIn:<br />Kyle Schwarm, Wisconsin Technical College System, Madison, WI<br />Email:<br />Twitter: @KyleSchwarm<br />LinkedIn:<br />
    35. 35. Recommended article:Seven principles for social success<br />
    36. 36. Shaping your college’s social media strategy<br />AACC Conference<br />April 10, 2011<br />Presented by NCMPR, an affilate council of AACC<br />Barb Dreger, Fox Valley Technical College, Appleton, WI<br />Kyle Schwarm, Wisconsin Technical College System, Madison, WI<br />