Using social media to further existing strategic goals Rachel Reuben rachelreuben.com Blog: doteduguru.com Twitter: @rachelreuben

Rachel Reuben rachelreuben.com

Blog: doteduguru.com Twitter: @rachelreuben

Intro higher ed, Web, marketing field for 11+ years blogger at doteduguru.com (@eduguru) MBA candidate, Dec. ’09 published research paper Aug. ’08 SUNY New Paltz: highly selective, 8,000 students, located between Albany & NYC

higher ed, Web, marketing field for 11+ years

blogger at doteduguru.com (@eduguru)

MBA candidate, Dec. ’09

published research paper Aug. ’08

SUNY New Paltz: highly selective, 8,000 students, located between Albany & NYC

Highlights from research n=148 unique schools from 4 countries 53.79% had Facebook Page 21.9% have official presence on MySpace 67% didn’t have official Twitter account 64% didn’t have official flickr account 60% have YouTube channels June-July 2008

n=148 unique schools from 4 countries

53.79% had Facebook Page

21.9% have official presence on MySpace

67% didn’t have official Twitter account

64% didn’t have official flickr account

60% have YouTube channels

Highlights from research Maintainers 48.11% marcom office 13.21% undergrad admissions 11.32% alumni 11.32% Web office June-July 2008

Maintainers

48.11% marcom office

13.21% undergrad admissions

11.32% alumni

11.32% Web office

Highlights from research Concerns loss of control time commitment information overload anyone can create an ‘official’ account (& sometimes presence) for your university June-July 2008

Concerns

loss of control

time commitment

information overload

anyone can create an ‘official’ account (& sometimes presence) for your university

The landscape has changed check out recent Blue Fuego research http://is.gd/1Rdhi much more use & acceptance than a year ago

check out recent Blue Fuego research http://is.gd/1Rdhi

much more use & acceptance than a year ago

“Do we really need a social media strategy?” photo credit: http://www.flickr.com/photos/jew_lee_yah_no/2930167324/ http://is.gd/1kW1d

Some of the tools Facebook MySpace YouTube Twitter flickr Ning blogs

Facebook

MySpace

YouTube

Twitter

flickr

Ning

blogs

Existing strategies on your campus 8 vision points increase academic quality of incoming class increase diversity increase retention

8 vision points

increase academic quality of incoming class

increase diversity

increase retention

Existing strategies on your campus provide superior customer service become a leader in sustainable education instill entrepreneurial spirit in students

provide superior customer service

become a leader in sustainable education

instill entrepreneurial spirit in students

Where to start? seek out existing strategies immerse yourself in them think outside of the box pitch ideas - collaborate - be passionate

seek out existing strategies

immerse yourself in them

think outside of the box

pitch ideas - collaborate - be passionate

goal execution concept collaboration strategy

Another spoke in the wheel

Another spoke in the wheel importance of overall integrated communications plan not the be all - end all

importance of overall integrated communications plan

not the be all - end all

How can SM help? personal, one-on-one, small: cafe shaped conversations (www.chrisbrogan.com/cafe-shaped-conversations) far reach listening tools: grow bigger ears ( http://is.gd/Nb8J )

personal, one-on-one, small: cafe shaped conversations (www.chrisbrogan.com/cafe-shaped-conversations)

far reach

listening tools: grow bigger ears ( http://is.gd/Nb8J )

Applying a strategy using SM Admissions strategy Tool: Ning Concept:

Admissions strategy

Tool: Ning

Concept:

Café New Paltz exclusive online community for fall ’09 accepted students engage highest academic achievers increase group 1 yield how we promoted

exclusive online community for fall ’09 accepted students

engage highest academic achievers

increase group 1 yield

how we promoted

Café New Paltz Content baristas videos daily interaction birthdays resources to maintain jingle

Content

baristas

videos

daily interaction

birthdays

resources to maintain

jingle

Café New Paltz Results (5/1/09) 690 members 52% paid PED 70% from highest selectivity group After May 1

Results (5/1/09)

690 members

52% paid PED

70% from highest selectivity group

After May 1

ROI INFLUENCE long tail effect quality, not quantity for $ ROI, see karlynmorissette.com

INFLUENCE

long tail effect

quality, not quantity

for $ ROI, see karlynmorissette.com

Measurement challenges Ning limitations doesn’t connect with student information system no member usage data no robust member management work with what you have!

Ning limitations

doesn’t connect with student information system

no member usage data

no robust member management

work with what you have!

What’s next? may do the same myIthaca & Social Engine Red Rover

may do the same

myIthaca & Social Engine

Red Rover

SM Promotion interact.newpaltz.edu show examples at tours & info sessions include links in e-mail correspondence bags postcards answer questions promptly

interact.newpaltz.edu

show examples at tours & info sessions

include links in e-mail correspondence

bags

postcards

answer questions promptly

questions? Rachel Reuben rachelreuben.com Blog: doteduguru.com Twitter: @rachelreuben

Rachel Reuben rachelreuben.com

Blog: doteduguru.com Twitter: @rachelreuben