Putting The U In You Tube

Slide 1: “ ” U Putting the in

Slide 3: What is Web 2.0 Web 2.0 is linking people… …people sharing, trading and collaborating… 2007 Digital Ethnography, Kansas State University

Slide 4: A social networking site is an online place… connects him or her to other users. where a user can create a profile… and build a personal network that…

Slide 5: 55% of teens use social networking sites

Slide 6: 9 out of 10 teens use Social Networking sites to keep in touch with those they see frequently

Slide 7: Club Penguin, ages 7 - 12 MySpace, ages 12 - 17 Facebook ages 18 - 25 Linkedin ages 26 and up

Slide 8: Digg

Slide 9: Flickr

Slide 10: Traineo

Slide 11: Last.fm

Slide 12: 2nd most visited Website in the world!

Slide 13: 3M to 10.5M users in one year USA Today, March 9, 2006

Slide 14: Twitter – platform for mobile updates

Slide 15: Some institutions have begun to participate in the community!

Slide 18: Now give me some specific marketing strategies!

Slide 19: Communication patterns are changing e-mail Texting IMing FACEing Blogging

Slide 20: You can no longer control the message

Slide 21: You must change your strategy… …to one of participation

Slide 22: A social networking marketing strategy will help you… • Reach new audiences and draw them to your Web site • Keep existing visitors coming back to your site with regularity • Connect with your prospective students with authenticity • Engage prospective students with your institution in an active and real way • Build relationships

Slide 23: Leverage blogs • Create an admission office blog and have counselors update it with daily experiences – Interviews, file review, tours, events • Highlight faculty blogs on important topics • Develop a culture of blogging at the institution; find interesting and positive blogs to highlight on recruitment pages • How can we use blogs to reach other audiences? – Counselors – Parents

Slide 24: Use social media • Post photos to flickr – Make photo groups and encourage participation by students, alumni, and staff • Hold a contest to make the best tour video – Evaluate on authenticity • Target and syndicate all content

Slide 25: Engage in social networking • Encourage admission counselors to create “professional” profiles on MySpace and/or Facebook – Develop guidelines of course • Pull site content onto Facebook pages

Slide 26: 1) Start small 2) Set goals 3) Target one new feature per recruitment cycle 4) Don’t forget to reduce efforts in more costly and time consuming marketing efforts

Slide 27: Deceive Fabricate Control

Slide 28: Filter Guide Facilitate