De Paul  Presentation Oct2010
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  • More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. Colleges and universities are using Facebook to interact and recruit current students and alumni.Usage500 million users8 million high school students3.5 million college students85% market share of 4-year U.S. universities
  • From this interaction, prospective students will see this authenticity and want to become a part of OSU.
  • -
  • In the YouTube EDU category, Stanford University and MIT each have more than 50,000 subscribers.YouTube allows access to lectures by professors and campus tours. Content from 300 colleges and universities spanning 10 countries and 7 languages with 65,000 videos including 350 full courses are also available on the network.Usage2 billion videos are watched every day24 hours of video is uploaded every minute
  • Every school in the “Top 100 Colleges” has a Twitter account and a high number of followers was generally correlated with an extremely strong academic reputation or extremely large student body.Usage165 million users30,000 new users every day90 million tweets published every day600 tweets per second
  • We also anticipate that Page Browser will become a part of the Facebook on-boarding experience for new users. For Facebook, Page Browser is the perfect tool to facilitate new user engagement and ensure that members keep coming back for their Facebook Page activity fix.
  • On average, a Facebook user who “likes” your content has more than double the number of friends than does a typical Facebook user. This could mean the user is more “social” or more influential, but on the other hand, it could mean the user is an attention-seeking narcissist. While it’s fatuous to read too much into that statistic, the number does show that the average “liker” is more active from a social-web standpoint.An even more interesting stat about the likers is that they click on five times more links to external sites than the typical Facebook user. If clickthroughs are what you’re looking for from your social media strategy, this is good news.
  • http://developers.facebook.com/docs/reference/fbml/google-analyticsShow them how, click on the link during workshop.
  • I expect Twitter to roll out ad formats that take advantage of the depth of information the new right-side pane provides.
  • User Insights: Facebook Tracking MetricsTotal page LikesDaily active usersNew Likes/UnlikesLike sourcesDemographicsPage views Unique page viewsTab viewsExternal referrersInteractions Insights: Daily story feedback (post Likes, post comments, per post impressions)Daily page activity (mentions, discussions, reviews, wall posts, video posts)

De Paul  Presentation Oct2010 De Paul Presentation Oct2010 Presentation Transcript

  • Getting the Most Out of Social Media
    DePaul University
    10/14/2010
  • Agenda
    10/14/2010
    2
  • Online Marketing Trends
    10/14/2010
    3
  • Stats from The Pew Internet Project
    Nearly half of Americans age 12 and older have a profile on at least one social networking site.
    86% of Americans 18-29 use social networks, and the number is growing for Americans 30-49 (61%), 50-64 (47%), and 65+ (26%).
    Social Media users expected to reach 127 million by end of this year.
    10/14/2010
    4
    http://pewinternet.org/Reports/2010/Online-Product-Research.aspx
  • Social Media and Education
    10/14/2010
    5
  • Facebook
    10/14/2010
    6
    Texas A&M University and Louisiana State University have each garnered more than 2 million “Likes”.
  • Goal: OSU wanted to: Engage prospective students in conversation to raise awareness, encourage prospective students to request info. and apply for admission, and take advantage of the current economy that is conducive to increased enrollment.
    Process: Indirectly target prospective students on Facebook by directly targeting current students - Engaging existing students and create a space where students are showing their enthusiasm and love for the university.
    Results: Total fan count increased 554%, total interactions (wall posts, comments and likes) increased by over 2000%, page views increased 405%, and photo views increased by 448%.
    Oregon State University Case Study
    10/14/2010
    7
    http://www.anvilmediainc.com/osu-social-media-facebook-fan-page-case-study.htm
  • Goal: The USC Summer Film Program’s online marketing goals included increasing online visibility and enrollment.
    Process: Marcel Media implemented an online marketing campaign involving SEO and Paid Search, and Social Media including frequent updates, encouraging user interaction and repeat visitors, and building a community that effectively promoted the brand.
    Results (Nov 2007 to Jan 2008):
    Search Results: Total Visits = 51.2% increase.
    Organic Traffic = 64.8% increase.
    High Quality Referrals from Social Media Marketing:
    Facebook: 92 - Myspace: 22
    University of Southern California Film School
    10/14/2010
    8
  • YouTube
    10/14/2010
    9
    In the YouTube EDU category, Stanford University and MIT each have more than 50,000 subscribers.
  • Twitter
    10/14/2010
    10
    Harvard University and Stanford University each have between 18,000 – 21,000 followers.
  • Facebook Trends
    10/14/2010
    11
  • Page Browser is simply a collection of Facebook Pages, highlighted through Page photos, that users can sift through to discover and quickly “Like” Pages of interest.
    Facebook: Page Browser
    10/14/2010
    12
    http://blog.facebook.com/blog.php?post=429987037130
  • The Facebook Like button,launched in April at f8, Facebook’s developer conference, is now present on roughly 2 million sites around the web, from sports sites to news organizations and more.
    Facebook: Like Button
    13
    10/14/2010
    http://mashable.com/2010/09/24/facebook-page-browser/
  • Facebook Markup Language (FBML)
    10/14/2010
    14
  • Adding Google Analytics to Facebook
    15
    10/14/2010
  • YouTube Trends
    10/14/2010
    16
  • YouTubeannounced that it has increased its upload limit from 10 minutes to 15 for non-partners.
    On the YouTube blog, the video-sharing site explains that it’s been beefing up its copyright protection tools of late, i.e. the Content ID system (which lets copyright holders have more control over their content). Therefore, it’s less likely that users can, say, upload large chunks of movies and TV shows without permission.
    Note: Facebook allows lengths of up to 20 minutes
    YouTube: Longer Videos
    http://mashable.com/2010/07/29/youtube-15-minutes/
    10/14/2010
    17
  • Vimeo Trends
    10/14/2010
    18
  • Vimeoconcentrates on original, user generated content. You won't find movie trailers, music videos, sports clips and blooper videos.
    Vimeois highly popular in the artistic community, it offers widescreen video streams.
    Vimeo
    As of March 2010,Vimeo has over 3 million members and an average of more than 16,000 new videos uploaded daily.
    http://mashable.com/2010/07/29/youtube-15-minutes/
    10/14/2010
    19
  • Vimeo: Education/University Community
    10/14/2010
    20
  • Begin with a powerful, creative message
    You don’t need an expensive crew – use a hand-held recorder.
    2. Include branding/logo in your video
    3. Create keyword-rich file, detailed tags, titles, and descriptions to identify video topic
    4. Create an optimized, branded YouTube channel in a relevant category – Upload on Vimeo as well
    5. Track your results
    Use tools such as: YouTube Insights (user metrics) and TubeMogul (distribution and analytics).
    5 Tips for Successful Online Video
    10/14/2010
    21
  • Twitter Trends
    10/14/2010
    22
  • With its new interface, the Twitter homepage is now a more logical place to advertise than it was before.
    An analytics dashboard:
    Rolling out starting in Q4, the dashboard will help Twitter users understand how tweets spread and who is spreading them.
    Twitter: New Interface
    10/14/2010
    23
  • Include Keywords
    If you tweet a link, read everything in it before you submit. Find the important keywordsand then write a tweet consisting of those alone.
    Addressing Key People
    Put a “cc:” at the end of the tweet with your preferred key people mentioned after it.
    Brand Your Tweets
    When branding a tweet, you simply make sure that what you tweet also has a hashtag branding on it- 2-3 hashtagsmax.
    Tips for Successful Tweets
    24
    10/14/2010
  • Integrating Social Media Channels
    10/14/2010
    25
  • Performance on social platforms should not solely revolve around one negative comment or how many posts are executed. You have to consider the entire social landscape.
    • Establish your social strategy, including goals and objectives up-front.
    • All Social Media campaigns must be tracked in order to obtain the most accurate data available for the client.
    • Populate performance data at the end of every other week
    • Statistics should also be compared from month-to-month (e.g., “subscriptions are up from 90 last month to 100 this month and eventually year over year”)
    Create a data-driven strategy
    26
    10/14/2010
    • Comments
    • Feedback (via the site) 
    • Followers (follow something / someone)
    • Groups (create / join / total number of groups / group activity)
    • Like this (a simpler form of rating something)
    • Profile (update profile image,bio, links, etc)
    • Report spam / abuse
    • Time spent on key pages
    • Time spent on site (by source / by entry page)
    • Total contributors (and % active contributors)
    • Views (videos, ads, rich images)
    Key Performance Indicators
    10/14/2010
    27
  • Know your target audience
    Some users may think that moderation will censor their comments. If the topics related to your company or industry are particularly controversial, this is an important consideration to plan for.
    Check moderation settings
    Every social network is different. Make sure to check how much control you can have over what users post or exactly what they’re allowed to post.
    Post your usage policy
    Tell your users the purpose of the page, profile or group. For example: “This page is meant to provide product and information updates for the XYZ Company. Any posts that deter from this topic will be removed.”
    Best Practices for Social Interaction
    10/14/2010
    28
  • Tactics
    10/14/2010
    29
  • Creating “Superfans” or “Evangelists”
    30
    10/14/2010
    Online Marketing Connect – Beth’s Blog: The Ladder of Love: Growing Facebook Fans
    • Get people to click “like”!
    • Provide incentives
    • Post content that inspired conversation
    • Generate interest and maintain it
    • Drive interaction and engagement
    Increasing Likes on Facebook
    31
    10/14/2010
    • Encourage retweetsand share their value – What’s the point of retweeting?
    • Post links to your twitter profile on other social sites
    • Use hash tags (#)
    • Tweet photos
    Increasing Followers on Twitter
    32
    10/14/2010
  • Free social tools that monitor efficiency
    10/14/2010
    33
  • HootSuiteis a website and online brand management service, which publishes to websites such as Facebook, Twitter, LinkedIn, Foursquare, MySpace, and WordPress. It is also a Twitter client.
    • Spread messages
    • Monitor conversations
    • Collaborate with teams
    • Track results
    HootSuite
    34
    10/14/2010
  • TweetDeck
    35
    TweetDeck is a free, personal real-time browser, connecting you with your contacts across Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz and more.
  • Social Mention
    36
    Social Mention is a free social media search and analysis platform that aggregates user generated content. Social Mention monitors 100+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.
    10/14/2010
  • Ping.fm
    37
    Ping.fmis a free social networking and micro-blogging web service that enables users to post to multiple social networks simultaneously.
  • Take advantage of Social Media growth and innovations:
    • Updated Facebook Pages
    • Facebook “Likes”
    • FBLM
    • Adding Google Analytics to Facebook
    • YouTube Video Length
    • Vimeo Community
    • Twitter’s New Interface
    Utilize tools to solidify your overall messaging and always track your efforts!
    Summary
    38
    10/14/2010
  • Kelly Cutler
    312.280.1974
    kelly@marcelmedia.com
    Patrick Gut
    312.255.8044
    patrick@marcelmedia.com
    10/14/2010
    39