Florida Higher Education Summit Social Media in Higher Education

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Learn about how Florida International University’s College of Business Administration has used Social Media for Customer Service, Recruitment and Brand Awareness. Why choose one network over the other, what has worked and what has not, and the results obtained from different campaigns using social media.

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  • Florida Higher Education Summit Social Media in Higher Education

    1. 1. SOCIAL MEDIA In Higher Education Joel Cloralt E-Marketing Coordinator Florida International University College of Business Administration
    2. 2. SOCIAL MEDIA SITES
    3. 3. SOCIAL MEDIA SITES
    4. 4. SOCIAL MEDIA SITES
    5. 5. FIU BUSINESS’ SOCIAL MEDIA STRATEGY
    6. 6. FIU BUSINESS’ SOCIAL MEDIA STRATEGY ✓Branding / Communication ✓Customer Service ✓Recruiting
    7. 7. FIU BUSINESS’ SOCIAL MEDIA STRATEGY
    8. 8. FIU BUSINESS’ SOCIAL MEDIA STRATEGY ✓Branding / Communications ‣ Engage constituents with stories, activities, news and articles that deliver brand attributes
    9. 9. FIU BUSINESS’ SOCIAL MEDIA STRATEGY ✓Branding / Communications ‣ Engage constituents with stories, activities, news and articles that deliver brand attributes ✓Customer Service ‣ Monitor and respond to comments and issues
    10. 10. FIU BUSINESS’ SOCIAL MEDIA STRATEGY ✓Branding / Communications ‣ Engage constituents with stories, activities, news and articles that deliver brand attributes ✓Customer Service ‣ Monitor and respond to comments and issues ✓Recruiting ‣ Reach prospects where they spend time online • Two-way interaction • Inquiry forms • Ad placements
    11. 11. BRANDING – UNCOMMON THINKERS
    12. 12. BRANDING – UNCOMMON THINKERS ✓Campaign launched in Spring 2007
    13. 13. BRANDING – UNCOMMON THINKERS ✓Campaign launched in Spring 2007 ✓Facebook Page ‣ Substituted uncommonthinkers.com in 2009 ‣ Leverage Facebook’s platform & functionality ‣ 5,900+ fans (or Likes)
    14. 14. BRANDING – UNCOMMON THINKERS ✓Campaign launched in Spring 2007 ✓Facebook Page ‣ Substituted uncommonthinkers.com in 2009 ‣ Leverage Facebook’s platform & functionality ‣ 5,900+ fans (or Likes) ✓Uncommon Thinkers Test --> Facebook App ‣ Developed in-house in two weeks ‣ Test takers on website (2 years): 3,000 ‣ Test takers on Facebook (1 year): 41,000+
    15. 15. Facebook Page
    16. 16. Uncommon Thinkers Facebook Page
    17. 17. Facebook Application
    18. 18. FIU BUSINESS FACEBOOK PAGE
    19. 19. FIU BUSINESS FACEBOOK PAGE ✓Selectively post articles from BizNews and other sources, stimulating interaction
    20. 20. FIU BUSINESS FACEBOOK PAGE ✓Selectively post articles from BizNews and other sources, stimulating interaction ✓Inquiry forms integrated with CRM system (Intelliworks) for recruiting
    21. 21. FIU BUSINESS FACEBOOK PAGE ✓Selectively post articles from BizNews and other sources, stimulating interaction ✓Inquiry forms integrated with CRM system (Intelliworks) for recruiting ✓Great platform for customer service
    22. 22. FIU BUSINESS FACEBOOK PAGE ✓Selectively post articles from BizNews and other sources, stimulating interaction ✓Inquiry forms integrated with CRM system (Intelliworks) for recruiting ✓Great platform for customer service ✓4,500+ fans (or Likes)
    23. 23. FIU BUSINESS FACEBOOK PAGE ✓Selectively post articles from BizNews and other sources, stimulating interaction ✓Inquiry forms integrated with CRM system (Intelliworks) for recruiting ✓Great platform for customer service ✓4,500+ fans (or Likes) ✓Cross-promote with Uncommon Thinkers page
    24. 24. FIU Business Facebook Page
    25. 25. Facebook Page
    26. 26. BRANDING – FIU BUSINESS
    27. 27. RECRUITING - FACEBOOK ✓Forms directly integrated with CRM system (Intelliworks)
    28. 28. RECRUITING - FACEBOOK ✓Text ads for Info Sessions, targeted geographically and demographically ✓Generated 13% of all RSVPs in 2009
    29. 29. CUSTOMER SERVICE - FACEBOOK
    30. 30. COMMUNICATIONS – BIZNEWS.FIU.EDU
    31. 31. COMMUNICATIONS – BIZNEWS.FIU.EDU ✓News portal developed on WordPress blogging platform
    32. 32. COMMUNICATIONS – BIZNEWS.FIU.EDU ✓News portal developed on WordPress blogging platform ✓Consolidated all e-newsletters
    33. 33. COMMUNICATIONS – BIZNEWS.FIU.EDU ✓News portal developed on WordPress blogging platform ✓Consolidated all e-newsletters ✓Tweet every article
    34. 34. COMMUNICATIONS – BIZNEWS.FIU.EDU ✓News portal developed on WordPress blogging platform ✓Consolidated all e-newsletters ✓Tweet every article ✓RSS feeds are pulled into contextually relevant webpages
    35. 35. COMMUNICATIONS – BIZNEWS.FIU.EDU ✓News portal developed on WordPress blogging platform ✓Consolidated all e-newsletters ✓Tweet every article ✓RSS feeds are pulled into contextually relevant webpages ✓Unique visits to news articles have increased 135% since launch of BizNews
    36. 36. BizNews.fiu.edu
    37. 37. International MBA website
    38. 38. TWITTER
    39. 39. TWITTER ✓ @FIUBusiness account
    40. 40. TWITTER ✓ @FIUBusiness account ✓ BizNews articles are Tweeted
    41. 41. TWITTER ✓ @FIUBusiness account ✓ BizNews articles are Tweeted ✓ Additional news, comments, events
    42. 42. TWITTER ✓ @FIUBusiness account ✓ BizNews articles are Tweeted ✓ Additional news, comments, events ✓ Monitor Twittersphere for keywords (MBA, FIU, Miami, Business, etc.)
    43. 43. TWITTER ✓ @FIUBusiness account ✓ BizNews articles are Tweeted ✓ Additional news, comments, events ✓ Monitor Twittersphere for keywords (MBA, FIU, Miami, Business, etc.) ✓ Nice platform for customer service and interacting with prospects
    44. 44. Twitter Profile
    45. 45. TweetDeck Seesmic
    46. 46. CUSTOMER SERVICE - TWITTER
    47. 47. LinkedIn Group
    48. 48. LINKEDIN
    49. 49. LINKEDIN ✓Alumni group created by Executive MBA alumnus and now administered by FIU
    50. 50. LINKEDIN ✓Alumni group created by Executive MBA alumnus and now administered by FIU ✓Great platform for professional networking
    51. 51. LINKEDIN ✓Alumni group created by Executive MBA alumnus and now administered by FIU ✓Great platform for professional networking ✓RSS feed is automatically pulled from BizNews.fiu.edu
    52. 52. LINKEDIN ✓Alumni group created by Executive MBA alumnus and now administered by FIU ✓Great platform for professional networking ✓RSS feed is automatically pulled from BizNews.fiu.edu ✓1,100+ members
    53. 53. LINKEDIN ✓Alumni group created by Executive MBA alumnus and now administered by FIU ✓Great platform for professional networking ✓RSS feed is automatically pulled from BizNews.fiu.edu ✓1,100+ members ✓Considering using LinkedIn as primary source of up-to-date alumni information
    54. 54. RECRUITING – LINKEDIN ✓Textads for Executive MBA Info Sessions, targeted geographically and demographically ✓Generated 10% of all RSVPs in 2009
    55. 55. SOCIAL MEDIA REQUIRES A LOT OF WORK
    56. 56. SOCIAL MEDIA REQUIRES A LOT OF WORK ✓Strategy (why, what, who, for whom, when, how much)
    57. 57. SOCIAL MEDIA REQUIRES A LOT OF WORK ✓Strategy (why, what, who, for whom, when, how much) ✓Development (design, writing, coding)
    58. 58. SOCIAL MEDIA REQUIRES A LOT OF WORK ✓Strategy (why, what, who, for whom, when, how much) ✓Development (design, writing, coding) ✓Content Management
    59. 59. SOCIAL MEDIA REQUIRES A LOT OF WORK ✓Strategy (why, what, who, for whom, when, how much) ✓Development (design, writing, coding) ✓Content Management ✓Integration (RSS feeds, CRM, ERP/SIS)
    60. 60. SOCIAL MEDIA REQUIRES A LOT OF WORK ✓Strategy (why, what, who, for whom, when, how much) ✓Development (design, writing, coding) ✓Content Management ✓Integration (RSS feeds, CRM, ERP/SIS) ✓Measurement (tagging, report design, cross tabs)
    61. 61. SOCIAL MEDIA REQUIRES A LOT OF WORK ✓Strategy (why, what, who, for whom, when, how much) ✓Development (design, writing, coding) ✓Content Management ✓Integration (RSS feeds, CRM, ERP/SIS) ✓Measurement (tagging, report design, cross tabs) ✓Analysis (so what, now what)
    62. 62. !"#$%&"' 3445%*+/&'(+&+' 67"845"$89: ' (%)"*&'&)+,* ' ;1<'6=/&"55%>8)?$:' -"+)*.'"/0%/"$ ' 1"2"))%/0'$%&"$ ' @+*"#88?'7+0"' 3A'-")B%*"$' C8805"'3/+5DE*$'
    63. 63. SOCIAL MEDIA IS MORE THAN JUST ANOTHER MARKETING TOOL
    64. 64. SOCIAL MEDIA IS MORE THAN JUST ANOTHER MARKETING TOOL ✓New communication channel/medium
    65. 65. SOCIAL MEDIA IS MORE THAN JUST ANOTHER MARKETING TOOL ✓New communication channel/medium ✓Everybody needs to communicate
    66. 66. SOCIAL MEDIA IS MORE THAN JUST ANOTHER MARKETING TOOL ✓New communication channel/medium ✓Everybody needs to communicate ✓Raises issues ‣ Who should be responsible for social media? ‣ Where should it be functionally? Organizationally? ‣ Centralized or decentralized?
    67. 67. EXPERIMENTS
    68. 68. ✓Providea tool where people can meet and interact with others based on location (FIU - CBC Building)
    69. 69. ✓Providea tool where people can meet and interact with others based on location (FIU - CBC Building) ✓Provide specials to those who meet a criteria (5 check-ins, Mayor, 1st visit, etc.)
    70. 70. ✓Providea tool where people can meet and interact with others based on location (FIU - CBC Building) ✓Provide specials to those who meet a criteria (5 check-ins, Mayor, 1st visit, etc.) ✓University-wide project
    71. 71. FINAL THOUGHTS
    72. 72. FINAL THOUGHTS ✓New tools, new approaches, new jobs (hire a Millennial) ‣ eMarketing Managers ‣ Community Managers, Communities Manager
    73. 73. FINAL THOUGHTS ✓New tools, new approaches, new jobs (hire a Millennial) ‣ eMarketing Managers ‣ Community Managers, Communities Manager ✓Need to find the right mix of traditional vs. new media
    74. 74. FINAL THOUGHTS ✓New tools, new approaches, new jobs (hire a Millennial) ‣ eMarketing Managers ‣ Community Managers, Communities Manager ✓Need to find the right mix of traditional vs. new media ✓Conversation, dialogue, engagement… listen!
    75. 75. FINAL THOUGHTS ✓New tools, new approaches, new jobs (hire a Millennial) ‣ eMarketing Managers ‣ Community Managers, Communities Manager ✓Need to find the right mix of traditional vs. new media ✓Conversation, dialogue, engagement… listen! ✓Purposeful, personalized, authentic
    76. 76. FINAL THOUGHTS
    77. 77. FINAL THOUGHTS ✓Every tool is different
    78. 78. FINAL THOUGHTS ✓Every tool is different ✓Challenge of staying up to date ‣ Newletters (eMarketer) ‣ Blogs (Mashable, TechCrunch) ‣ Magazines (FastCompany, Wired)
    79. 79. FINAL THOUGHTS ✓Every tool is different ✓Challenge of staying up to date ‣ Newletters (eMarketer) ‣ Blogs (Mashable, TechCrunch) ‣ Magazines (FastCompany, Wired) ✓Experiment ==> Learn ==> Adjust (start over)
    80. 80. FINAL THOUGHTS ✓Every tool is different ✓Challenge of staying up to date ‣ Newletters (eMarketer) ‣ Blogs (Mashable, TechCrunch) ‣ Magazines (FastCompany, Wired) ✓Experiment ==> Learn ==> Adjust (start over) ✓Don’t be afraid to make mistakes!…
    81. 81. Joel Cloralt E-Marketing Coordinator Florida International University College of Business Administration
    82. 82. @joelcloralt linkedin.com/in/joelcloralt THANK YOU! Joel Cloralt E-Marketing Coordinator Florida International University College of Business Administration

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