Putting The U In You Tube

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Social networking is the buzz right now in higher education. Flickr, YouTube, Digg, Facebook, and MySpace are where students go to meet new people and share experiences. How can institutions enter into this cyber social networking and, more importantly, why do you need to be a part of this aspect of students’ socialization? This session will not only introduce you to this
circle, but also demonstrate how you can beneficially use these sites in your cohesive marketing strategy.

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  • Putting The U In You Tube

    1. Putting the in
    2.  
    3. What is Web 2.0 <ul><li>Web 2.0 is linking people… </li></ul><ul><li>… people sharing, trading and collaborating… </li></ul>2007 Digital Ethnography, Kansas State University
    4. where a user can create a profile… and build a personal network that… A social networking site is an online place… connects him or her to other users.
    5. 55% of teens use social networking sites
    6. 9 out of 10 teens use Social Networking sites to keep in touch with those they see frequently
    7. Club Penguin, ages 7 - 12 MySpace, ages 12 - 17 Facebook ages 18 - 25 Linkedin ages 26 and up
    8. Digg
    9. Flickr
    10. Traineo
    11. Last.fm
    12. 2 nd most visited Website in the world!
    13. 3M to 10.5M users in one year USA Today, March 9, 2006
    14. Twitter – platform for mobile updates
    15. <ul><li>Some institutions have begun to participate in the community! </li></ul>
    16.  
    17.  
    18. <ul><li>Now give me some specific marketing strategies! </li></ul>
    19. Communication patterns are changing <ul><li>e-mail </li></ul><ul><ul><ul><ul><ul><li>Texting </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>IMing </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>FACEing </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Blogging </li></ul></ul></ul></ul></ul>
    20. You can no longer control the message
    21. You must change your strategy… <ul><li>… to one of participation </li></ul>
    22. A social networking marketing strategy will help you… <ul><li>Reach new audiences and draw them to your Web site </li></ul><ul><li>Keep existing visitors coming back to your site with regularity </li></ul><ul><li>Connect with your prospective students with authenticity </li></ul><ul><li>Engage prospective students with your institution in an active and real way </li></ul><ul><li>Build relationships </li></ul>
    23. Leverage blogs <ul><li>Create an admission office blog and have counselors update it with daily experiences </li></ul><ul><ul><li>Interviews, file review, tours, events </li></ul></ul><ul><li>Highlight faculty blogs on important topics </li></ul><ul><li>Develop a culture of blogging at the institution; find interesting and positive blogs to highlight on recruitment pages </li></ul><ul><li>How can we use blogs to reach other audiences? </li></ul><ul><ul><li>Counselors </li></ul></ul><ul><ul><li>Parents </li></ul></ul>
    24. Use social media <ul><li>Post photos to flickr </li></ul><ul><ul><li>Make photo groups and encourage participation by students, alumni, and staff </li></ul></ul><ul><li>Hold a contest to make the best tour video </li></ul><ul><ul><li>Evaluate on authenticity </li></ul></ul><ul><li>Target and syndicate all content </li></ul>
    25. Engage in social networking <ul><li>Encourage admission counselors to create “professional” profiles on MySpace and/or Facebook </li></ul><ul><ul><li>Develop guidelines of course </li></ul></ul><ul><li>Pull site content onto Facebook pages </li></ul>
    26. <ul><li>Start small </li></ul><ul><li>Set goals </li></ul><ul><li>Target one new feature per recruitment cycle </li></ul><ul><li>Don’t forget to reduce efforts in more costly and time consuming marketing efforts </li></ul>
    27. Control Fabricate Deceive
    28. Facilitate Guide Filter

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