Using Social Media to Further Existing Strategic Goals On Your Campus

Using social media to further existing strategic goals
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

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

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

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

The landscape has changed
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

Existing strategies on your campus
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

Where to start?
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

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 )

Applying a strategy using SM
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

Café New Paltz
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

ROI
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!

What’s next?
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

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

Using Social Media to Further Existing Strategic Goals On Your Campus

by Rachel Reuben on Sep 06, 2009

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Using Social Media to Further Existing Strategic Goals On Your Campus — Presentation Transcript