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Fording the Social Media
Channel
#mcs6
#heweb12
Monday, October 8, 12
@plautmaayan
Monday, October 8, 12
@MalloryWood
Monday, October 8, 12
• Gooooooooooooooal setting
• Ford the river with your wagon party
• Timing, it is everything... and nothing
• Your conten...
page 5
Monday, October 8, 12
page 6
Monday, October 8, 12
page 7
Monday, October 8, 12
page 8
Monday, October 8, 12
page 9
Monday, October 8, 12
Monday, October 8, 12
Monday, October 8, 12
Example
Goal: Use Facebook to impact recruitment.
Monday, October 8, 12
Example
Goal: Use Facebook to impact recruitment.
SMART Goal: Increase interactions on Facebook
with Class of 2017 student...
Examples of measurable objectives
• Increase followers by __%
• Increase content sharing __%
• Increase website traffic __...
http://mstnr.me/CASESMA2012
Monday, October 8, 12
ROI =
(Gains - Costs) / Costs
Monday, October 8, 12
‣After 2 months you gained 500 new
LIKES on FB.
‣You spend 5 min a day posting, listening,
and managing your Page (that’s ...
[500 - (310*$.36)]
__________________________
(310*$.36)
Cost per Follower
Monday, October 8, 12
$3.48
Cost per Follower
Monday, October 8, 12
CASE STUDY
The Great Give - FSU
Monday, October 8, 12
Monday, October 8, 12
“The best thing we could do
was reach out to members
where they were and how they
were communicating,”
- Daniel Krueger, A...
page 23
Monday, October 8, 12
page 24
Monday, October 8, 12
page 25
Monday, October 8, 12
page 26
Monday, October 8, 12
Admissions
Marketing and
Communications
Students
Alumni
Work study
and Interns
Alumni Relations
Res Life/Student Affairs
M...
Online
Apparent
Transparent
Accessible
Monday, October 8, 12
Online
Apparent
Transparent
Accessible
Offline
Apparent
Transparent
Accessible
Monday, October 8, 12
Monday, October 8, 12
Photo by Joseph Carr
Monday, October 8, 12
UWRightNow.wisc.edu
Monday, October 8, 12
Monday, October 8, 12
Monday, October 8, 12
Results
• 1,018 stories, photos, videos, tweets
• Submissions from 50 states
• Submissions from 66 countries
• 14,000 uniq...
page 36
Monday, October 8, 12
image of clock?
Photo by Petar Milošević - CC BY-SA 3.0
Monday, October 8, 12
http://mstnr.me/TimingStudy
Twitter
‣ 1:00 - 3:00PM ET Mon. through Thurs.
‣ Avoid posting after 8:00PM.
‣ Avoid posting a...
Twitter
‣ Tweets during "busy hours" (8:00AM - 7:00PM)
receive 30% higher engagement than Tweets
published outside that ti...
Facebook
‣ Posts with 80 characters or less receive 23% higher
interaction than longer posts.
‣ Photo posts receive intera...
page 41
Monday, October 8, 12
Monday, October 8, 12
Monday, October 8, 12
Monday, October 8, 12
Photo by Jan Mehlich - CC BY-SA 3.0
Monday, October 8, 12
Photo by David Kelleher - CC BY-NC-ND 2.0
Monday, October 8, 12
Monday, October 8, 12
Monday, October 8, 12
Results
Twitter: 822 mentions, 263 new followers,
and 871 website clickthrus (a 204% increase
from 2010).
FourSquare: 308 ...
page 50
Monday, October 8, 12
page 51
Monday, October 8, 12
Monday, October 8, 12
Social Media Calendar
Monday, October 8, 12
Monday, October 8, 12
page 55
Monday, October 8, 12
Monday, October 8, 12
In 60 minutes
or less.
Monday, October 8, 12
Courtney Mallam
Coordinator, Print & New Media
Glendon Campus of York University
@CourtneyMallam
Monday, October 8, 12
Megan Bernier
University Writer
Saint Lawrence University
@msteverb
Monday, October 8, 12
Donna Talarico
Integrated Marketing Manager
Elizabethtown College
@donnatalarico
Monday, October 8, 12
Ann White
Former Web Communications Coordinator
Oklahoma Christian University
@annmwhite
Monday, October 8, 12
page 62
Monday, October 8, 12
Monday, October 8, 12
page 64
Monday, October 8, 12
Monday, October 8, 12
page 66
Monday, October 8, 12
Photo by HighEdWeb - Flickr
Monday, October 8, 12
Hashtags to Track
#edUi
#psuweb
#sunycuad
#casesmc
#higheredlive
#cmgrchat
CASE Regionals
American Marketing Association
M...
Photo by HighEdWeb - Flickr
Monday, October 8, 12
Monday, October 8, 12
Monday, October 8, 12
Monday, October 8, 12
Mallory Wood
Director of Marketing
mStoner, Inc.
@MalloryWood
mallory.wood@mstoner.com
QUESTIONS?
Ma’ayan Plaut
Social Med...
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Fording the Social Media Channel

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Presented by Ma’ayan Plaut, Social Media Coordinator at Oberlin College, and Mallory Wood, Director of Marketing at mStoner in the Marketing, Content, and Social Strategy Track at HighEdWeb 2012.

Do you manage your institution’s social media presence? Ever wished you could clone yourself in order to get through your to-do list? Have you even considered stealing Hermione’s Time-Turner necklace? If so, this session is for you.

Managing social media can be a very time consuming process if you don’t have the right strategies in place. For many marketers, admission counselors and alumni-relations officers, the management of department or institutional social media properties is an add-on to an already full plate. We’ll show you that you don’t have to add hours to your day to effectively manage your new social media responsibilities.

Sharing case studies and best practices from the industry, this session will help you increase your day-to-day efficiency, develop a social media content strategy at your institution and determine which tools to focus on based on your goals and resources.

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Transcript of "Fording the Social Media Channel"

  1. 1. Fording the Social Media Channel #mcs6 #heweb12 Monday, October 8, 12
  2. 2. @plautmaayan Monday, October 8, 12
  3. 3. @MalloryWood Monday, October 8, 12
  4. 4. • Gooooooooooooooal setting • Ford the river with your wagon party • Timing, it is everything... and nothing • Your content arsenal • In 60 minutes or less... • Networks and Networking • Bunnies Monday, October 8, 12
  5. 5. page 5 Monday, October 8, 12
  6. 6. page 6 Monday, October 8, 12
  7. 7. page 7 Monday, October 8, 12
  8. 8. page 8 Monday, October 8, 12
  9. 9. page 9 Monday, October 8, 12
  10. 10. Monday, October 8, 12
  11. 11. Monday, October 8, 12
  12. 12. Example Goal: Use Facebook to impact recruitment. Monday, October 8, 12
  13. 13. Example Goal: Use Facebook to impact recruitment. SMART Goal: Increase interactions on Facebook with Class of 2017 students by 15% before January 1, 2013. Monday, October 8, 12
  14. 14. Examples of measurable objectives • Increase followers by __% • Increase content sharing __% • Increase website traffic __% • Increase avg time on blog __% • Increase donations __% • Increase applications __% • Increase attendance at events by __% Monday, October 8, 12
  15. 15. http://mstnr.me/CASESMA2012 Monday, October 8, 12
  16. 16. ROI = (Gains - Costs) / Costs Monday, October 8, 12
  17. 17. ‣After 2 months you gained 500 new LIKES on FB. ‣You spend 5 min a day posting, listening, and managing your Page (that’s 310 minutes). ‣You earn an annual salary of $45,000 (that’s equivalent to an hourly rate of $21.64 or 36 cents/minute) Monday, October 8, 12
  18. 18. [500 - (310*$.36)] __________________________ (310*$.36) Cost per Follower Monday, October 8, 12
  19. 19. $3.48 Cost per Follower Monday, October 8, 12
  20. 20. CASE STUDY The Great Give - FSU Monday, October 8, 12
  21. 21. Monday, October 8, 12
  22. 22. “The best thing we could do was reach out to members where they were and how they were communicating,” - Daniel Krueger, Assistant Director of Annual Giving Monday, October 8, 12
  23. 23. page 23 Monday, October 8, 12
  24. 24. page 24 Monday, October 8, 12
  25. 25. page 25 Monday, October 8, 12
  26. 26. page 26 Monday, October 8, 12
  27. 27. Admissions Marketing and Communications Students Alumni Work study and Interns Alumni Relations Res Life/Student Affairs Monday, October 8, 12
  28. 28. Online Apparent Transparent Accessible Monday, October 8, 12
  29. 29. Online Apparent Transparent Accessible Offline Apparent Transparent Accessible Monday, October 8, 12
  30. 30. Monday, October 8, 12
  31. 31. Photo by Joseph Carr Monday, October 8, 12
  32. 32. UWRightNow.wisc.edu Monday, October 8, 12
  33. 33. Monday, October 8, 12
  34. 34. Monday, October 8, 12
  35. 35. Results • 1,018 stories, photos, videos, tweets • Submissions from 50 states • Submissions from 66 countries • 14,000 unique visits to the site • Average time on page = 5 minutes • Mobile traffic = 20% of visitors • Site shared 8,000+ times on social networks Monday, October 8, 12
  36. 36. page 36 Monday, October 8, 12
  37. 37. image of clock? Photo by Petar Milošević - CC BY-SA 3.0 Monday, October 8, 12
  38. 38. http://mstnr.me/TimingStudy Twitter ‣ 1:00 - 3:00PM ET Mon. through Thurs. ‣ Avoid posting after 8:00PM. ‣ Avoid posting after 3:00PM on Fridays. ‣ Peak traffic times are 9:00 AM - 3:00PM ET Mon. through Thurs. Facebook ‣ 1:00 - 4:00PM ET = highest click throughs. ‣ Peak traffic time is Wednesday at 3:00 PM. ‣ Avoid posting after 8:00PM and before 8:00AM ‣ Wait to post until after 11:00AM Monday, October 8, 12
  39. 39. Twitter ‣ Tweets during "busy hours" (8:00AM - 7:00PM) receive 30% higher engagement than Tweets published outside that time frame. ‣ Tweets containing less than 100 characters receive 17% higher engagement than longer Tweets. ‣ Tweets with one or two hashtags receive 21% higher engagement than those with three or more hashtags. ‣ Tweet no more than 4 times a day. ‣ Include images and links for highest engagement. ‣ Suggest tweeting on weekends. http://mstnr.me/BuddyMediaData Monday, October 8, 12
  40. 40. Facebook ‣ Posts with 80 characters or less receive 23% higher interaction than longer posts. ‣ Photo posts receive interaction rates 39% higher than average. ‣ Do not post more than 7x a week. ‣ When fans are asked to comment on a post, there is a 3.3x higher comment rate than when they are not asked to comment. ‣ When fans are asked to share a post, the share rate is 7X higher than those posts not asking fans to share. http://mstnr.me/BuddyMediaDataFB Monday, October 8, 12
  41. 41. page 41 Monday, October 8, 12
  42. 42. Monday, October 8, 12
  43. 43. Monday, October 8, 12
  44. 44. Monday, October 8, 12
  45. 45. Photo by Jan Mehlich - CC BY-SA 3.0 Monday, October 8, 12
  46. 46. Photo by David Kelleher - CC BY-NC-ND 2.0 Monday, October 8, 12
  47. 47. Monday, October 8, 12
  48. 48. Monday, October 8, 12
  49. 49. Results Twitter: 822 mentions, 263 new followers, and 871 website clickthrus (a 204% increase from 2010). FourSquare: 308 people viewed the various check-in specials and 213 people unlocked the specials. YouTube: 1 video submission with 250 views. Monday, October 8, 12
  50. 50. page 50 Monday, October 8, 12
  51. 51. page 51 Monday, October 8, 12
  52. 52. Monday, October 8, 12
  53. 53. Social Media Calendar Monday, October 8, 12
  54. 54. Monday, October 8, 12
  55. 55. page 55 Monday, October 8, 12
  56. 56. Monday, October 8, 12
  57. 57. In 60 minutes or less. Monday, October 8, 12
  58. 58. Courtney Mallam Coordinator, Print & New Media Glendon Campus of York University @CourtneyMallam Monday, October 8, 12
  59. 59. Megan Bernier University Writer Saint Lawrence University @msteverb Monday, October 8, 12
  60. 60. Donna Talarico Integrated Marketing Manager Elizabethtown College @donnatalarico Monday, October 8, 12
  61. 61. Ann White Former Web Communications Coordinator Oklahoma Christian University @annmwhite Monday, October 8, 12
  62. 62. page 62 Monday, October 8, 12
  63. 63. Monday, October 8, 12
  64. 64. page 64 Monday, October 8, 12
  65. 65. Monday, October 8, 12
  66. 66. page 66 Monday, October 8, 12
  67. 67. Photo by HighEdWeb - Flickr Monday, October 8, 12
  68. 68. Hashtags to Track #edUi #psuweb #sunycuad #casesmc #higheredlive #cmgrchat CASE Regionals American Marketing Association Monday, October 8, 12
  69. 69. Photo by HighEdWeb - Flickr Monday, October 8, 12
  70. 70. Monday, October 8, 12
  71. 71. Monday, October 8, 12
  72. 72. Monday, October 8, 12
  73. 73. Mallory Wood Director of Marketing mStoner, Inc. @MalloryWood mallory.wood@mstoner.com QUESTIONS? Ma’ayan Plaut Social Media Coordinator Oberlin College @plautmaayan maayan.plaut@oberlin.edu Monday, October 8, 12

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