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Cost Effective Marketing Using Social Media
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Cost Effective Marketing Using Social Media

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Ways to use social media for cost effective marketing of continuing education and distance learning programs.

Ways to use social media for cost effective marketing of continuing education and distance learning programs.

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  • 1. Cost Effective Marketing Using Social Media Michael Dixon II Assistant Director of Marketing, MTSU CEDL
  • 2. – The traditional ways of communicating are becoming less effective – 24 of the 25 largest newspapers are experiencing record declines in circulation
  • 3. – Only 18% of traditional TV campaigns generate positive ROI – 90% of people skip ads via TiVo/DVR
  • 4. – The fastest growing segment on Facebook is 55-65 year old females
  • 5. – 25% of social networking users are between 35 and 44 – 57% of users are older than 35
  • 6. – The largest segment of social media users fit the same demographic of non-traditional students – Colleges/universities can reach larger audiences by embracing social media – Potential and current students are making themselves known
  • 7. The Big Players • Facebook (social media leader) • YouTube (video sharing) • Twitter (micro blogging) • LinkedIn (professional networking) • MySpace (music promotion) • Flickr (photo sharing) • Digg (news sharing) • Delicious (social bookmarking) • Stumble Upon (content sharing)
  • 8. Who’s Using Social Media? – LinkedIn, with its business focus, has an average user age of 44. – The average Twitter user is 39 years old. – The average Facebook user is 38 years old. – The largest age segments on MySpace and Bebo are 17 years old or less.
  • 9. Mission Give people the power to share and make the world more open and connected The Users The Content – More than 400 – More than 5 billion million active users pieces of content – Average age of users (photos, links, new is 38 stories, etc.) shared each – The fastest growing week age range is 55-65 – More than 3 million active Pages on Facebook
  • 10. Personal Page Group Page Fan Page – Content not – Post come from – Post come from viewable to ‘personal’ ‘fan page’ public (friends account account only) – Messages to – Messages post ‘inbox’ to ‘news’ – Intended for section smaller groups – Allows for custom applications Examples NSCC Workforce Training and Continuing Education University of Memphis Continuing Education
  • 11. The CEDL Fan Page www.facebook.com/MTSUAnytime – Created in September 2009 – 340 total fans – 30% of fans are between 35-44 years old – Most vocal demographic is the 45-54 female
  • 12. How to Make it Successful – Add links on website and email – Post often and quickly • Program updates • Important deadlines • Photos from past events – Always reply to comments or posts – Post trivia to spark participation
  • 13. MTSU Gear Contest – Fans posted comments on ‘Why MTSU online classes are so great!’ – Contest ran for 10 days – Three prize levels based on comment ranking – 23 total comments
  • 14. What’s Happening? – Text-based micro-blogging – 140 character limit – Based on following, followers and list – Has its own unique terminology (tweeple, tweeps, RT, #hashtag) – Extremely quick, real-time response
  • 15. Why is Twitter relevant? – 105,779,710 registered users – 300,000 new users per day – Average of 55 million tweets a day – 37% of active users use their phone to tweet – Over half of all tweets (60 percent) come from third party applications) Data revealed at Chirp Conference in April 2010
  • 16. Ways to Market – Listen first! – Reply to followers – Post updates about new programs and events – Post links to photos, videos and links (on other social networks) More Content Ideas – Create #hashtags for your school or upcoming event (#tnache) – First person to reply or RT, wins! (@MTAthletics)
  • 17. Broadcast Your Programs – Set-up a YouTube channel – Create short videos marketing your programs – Record an event – Interview current students or alumni for testimonials – No Camera? Research on- campus resources for video equipment or producers
  • 18. Lipscomb University Adult Degree Program - Student Testimonials
  • 19. The Statistics – 14,000,000+ Professionals – 500,000+ Senior Executives – 65,000 new Professionals every week – Average experience level: 15 yrs
  • 20. – Create your own LinkedIn group – Post discussion topics – Announce new job openings • Coordinate with your Career Center – Connect students with advisors for recommendations
  • 21. Finding the Right Mix • If possible, explore using more than just one social network • Give users a preference • Link between your various social media sites • Experiment first!
  • 22. That’s great information, but….. – I don’t have time to manage a social network – Our college/university already uses social media – Our audience is not large enough – Did I mention I don’t have time?
  • 23. Links & Resources – Social Media Revolution (Video) – Creating, Administering and Editing Your Fan Page – Twitter Terminology 101 – Making and Optimizing YouTube Videos