Web 2.0 Marketing in Higher Education

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  • 1. Higher Education’s Web 2.0 World CASE IV - OKC Shawn
Kornegay
 Associate
Director
of
Communications
 TCU
Office
of
Communications

  • 2. Welcome
&
Overview
 •  Web
2.0
trends
in
higher
education
 •  Use
at
TCU
and
other
universities
 •  Hot
Web
tool
of
the
month
 •  Media
relations
and
crisis
communications
 •  Measuring
 •  Launching
strategies
 •  Show
and
tell
 3
  • 3. Welcome
 •  My
background
 •  What
about
you?

 •  What
are
you
hoping
to
gain
today?

 4
  • 4. Changing
relationship
 •  Before
–
20~
years
ago
 •  Print
newspapers,
magazines
 •  TV
‐
Three
major
networks,
minimal
cable
 •  Radio
and
telephone
(landlines)
 
…
faxes
 •  Now
–
last
few
years
 •  Texting
+
email
+
IM
+
listening
to
iPod
+
forwarding
 videos
from
YouTube
+
homework
+
playing
games
on
Wii

 •  Gathering
own
news

 •  Social
networking/new
media 

 •  Explosion
of
media
options
=
drinking
from
a
fire
hose
 5
  • 5. Changing
relationship
 •  Now
–
last
year/today
 •  Everything
before
=
now
mobile
=
iPhone
 6
  • 6. Web
2.0
Higher
Ed
 Trends
 •  Research
Project
=
marketing
professionals
in
 higher
education
 •  Survey
participants
 •  Either
public
or
private
four
year
college
 •  Who
is
in
charge?

 •  1)
director
of
communications
–
34%
 •  2)
director
of
marketing
–
20.5%
 •  3)
director
of
web
services
–
9%
 •  Tuition

 •  1)
$20k+
 
2)

$5K‐$7.5K 
3)
$15K‐$20k
 7
  • 7. Web
2.0
defined
 •  What
is
it?
 •  Web
2.o
vs.
Web
1.0
 •  Defined
=
more
of
a
term
vs.
any
new
 technology
=
first
coined
at
conference
in
‘04
 •  Social
media,
new
media
=
all
combined
 •  Users
controlling
the
content
=
consumer
 generated
content
 •  Interaction
=
engaged
=
conversation
 •  New
way
of
thinking
 8
  • 8. Web
2.0
types
of
tools
 •  Communication
 •  Blogs,
Microblogs
(Twitter),
Social
Networking
 (Facebook,
LinkedIn,
MySpace)
 •  Collaboration
 •  Wikis
(Wikipedia),
Social
Bookmarking
(Del.icio.us),
 Social
News
Sites
(Digg,
Reddit)

 •  Multimedia
 •  Photo
Sharing
(Flickr,
Zoomr),
Video
Sharing
 (YouTube,
Hulu)
 •  Entertainment
 •  Virtual
World
(Second
Life),
Online
Gaming
(World
of
 Warcraft)
 •  Source:
Wikipedia
 9
  • 9. Web
2.0
Higher
Ed
 Trends
 •  Findings
 •  Business
need
=
main
audience
are
students/ prospective
students
who
live
in
Web
2.0
world
 •  Be
competitive
=
must
be
proactive
with
 technology
 •  Most
universities
using
them
or
will
soon
start
 •  Most
have
been
using
technology
–
7
months
to
 2
years
 10
  • 10. Web
2.0
Higher
Ed
 Trends
 •  Findings
 •  Top
sources
–
most
effective
 Blogs
(SMU)


Blogs
(SDSU) 

 •  Podcasts
 •  Wikis
(Wikipedia)
 •  RSS
feeds
 •  YouTube
(CAL)
 •  Shrimp
on
YouTube
 •  •  Flickr
 •  Social
network

(OSU)
 •  Facebook
(OSU)
 11
  • 11. Web
2.0
Higher
Ed
 Trends
 •  Findings
 •  Top
sources
–
least
effective
 •  Social
bookmarking
–
DIGG,
del.icio.us
 •  Virtual
world
(Second
Life)
 •  Twitter
–
barely
mentioned
 •  MySpace
–
younger
generation
 12
  • 12. Web
2.0
Higher
Ed
 Trends
 How to get a branded YouTube Channel for your institution? Just apply to YouTube EDU It looks like the wait is finally over: YouTube just launched yesterday its new channel dedicated to videos produced by higher ed institutions and finally came up with a clear way to apply to get the education partner status. Posted by Karine Joly - March 27, 2009 - 13
  • 13. Web
2.0
Higher
Ed
 Trends
 •  Findings
 •  Top
needs
 •  Reach
&
communicate
target
audiences
=
mostly
 students
 •  Engage
audience
 •  Increase
branding
and
overall
awareness
 •  Why
use
the
technology
 •  Meet
student
needs/wants
 •  Competitive
edge
 •  Cheap,
easy
to
get
into,
not
technically
challenging
 to
launch,
brand
integration
 14
  • 14. Web
2.0
Higher
Ed
 Trends
 •  Findings
 •  Challenges
–
why
not
currently
using
 •  IT/Administration
resistance
 •  Lack
of
resources/staff
 •  Lack
of
ability
to
maintain
content
(i.e.
blogs)
 •  Don’t
know
enough
about
the
technology
 •  Have
proposed
it
–
will
launch
in
future
 15
  • 15. Web
2.0
Trends 
 •  Backlash
 •  Information
Overload
 •  New
distractions
–
FB
blackhole
 •  Productivity
 16
  • 16. Web
2.0
Higher
Ed
 Trends
 •  Outside
Marketing
Research
(admissions)
 •  Adoption
has
grown
by
24%
in
one
year:
61%
in
 2007
as
compared
with
85%
in
2008
 •  Colleges
and
universities
are
outpacing
U.S.
 corporate
adoption
of
social
media
tools
and
 technologies
(13%
of
the
Fortune
500
and
39%
of
 the
Inc.
500
currently
have
a
public
blog,
while
 41%
of
college
admissions
departments
have
 blogs)
 

 
.
Source:
Dr.
Nora
Ganim
Barnes,
Ph.D.,
Senior
Fellow
and
Research
 
 
 
Chair
of
the
Society
for
New
Communications
Research
 17
  • 17. Web
2.0
Higher
Ed
 Trends
 •  Outside
Marketing
(admissions)
 •  
Social
networking
is
the
tool
most
familiar
to
 admissions
officers,
with
55%
of
respondents
 claiming
to
be
quot;very
familiar
with
itquot;
in
the
first
 study
and
63%
in
2008.
 •  78%
of
private
schools
have
blogs,
versus
28%
of
 public
schools
 •  Nearly
90%
of
admissions
departments
feel
that
 social
media
is
quot;somewhat
to
very
important”
 •  Source:
Dr.
Nora
Ganim
Barnes,
Ph.D.,
Senior
 Fellow
and
Research
Chair
of
the
Society
for
 New
Communications
Research
 18
  • 18. Web
2.0
Higher
Ed
 Trends
 •  Outside
Marketing
(admissions)
 •  “Those
graduating
high
school
today
have
been
 exposed
to
the
Internet
since
childhood.
They
 are
constantly
connected
‐‐
plugged
into
digital
 music
devices,
cell
phones,
the
Internet,
instant
 messenger
and
social
networks,
perhaps
all
on
 the
same
device.
This
world
of
interactivity
and
 hyper‐communication
has
fundamentally
 changed
how
teenagers
and
young
adults
 receive,
process,
and
act
on
information.”
 •  Source:
Dr.
Nora
Ganim
Barnes,
Ph.D.,
Senior
Fellow
and
 Research
Chair
of
the
Society
for
New
Communications
 Research
 19
  • 19. TCU’s
Web
2.0
world
 www.Newsevents.tcu.edu
 •  Wikipedia
 •  Flickr
 •  RateMyProfessors
 •  •  Podcasting 
 
 

 •  RSS
feeds
 •  Blogging
 •  Monitoring
(Technorati)
 •  YouTube.com/tcu
 20
  • 20. TCU’s
Web
2.0
world
 •  Twitter.com/tcu
 •  http://startelegram.typepad.com/extra_credit/tcu/
 •  Blogging
–

 •  Social
networking
 Facebook,
Linkedin
 •  New
Media
Specialist
 •  Mobile
platform
–
coming
 •  iTunes.com/tcu
‐
coming
 21
  • 21. RSS
 •  Really
Simple
Syndication
 or
widgets
 •  Online
news
butler
(gathers
 assigned
content)
 •  Push
and
pull
concept
 •  Customized
news
 •  Media
 •  Alumni
 •  Stakeholders
 News
feed
to
your
email
 22
  • 22. Burn,
baby
burn
 23
  • 23. Top
signs
that
it’s
the
end
of
the
 world
as
we
know
it
 •  I
spent
more
time
on
Twitter
than
on
e‐mail
or
watching
TV
 •  A
blog
run
by
a
teacher
(ex‐journalist
and
pr
person)
in
AZ
consistently
scoops
local
paper
 •  News
of
Ted
Kennedy’s
collapse
and
Tim
Russert’s
death
was
on
Twitter
before
CNN
 •  Forbes
researched
its
story
on
blogs
via
Twitter
 •  State
Farm
uses
internal
blogs
to
improve
morale
 •  On
Twitter
–
a
start‐up
company
got
100
new
business
ideas
and
woman
raised
$6k
in
a
day
 •  Obama’s
$0
YouTube
videos
vs.
Clinton’s
big
budget
“town
hall
meeting”
 •  IBM
received
more
leads/sales/exposure
from
$500
podcast
versus
ads
 
 
 
 
 
 
 
 
Source:
KDPaine
&
Partners
 24
  • 24. Traditional
Media
vs.
Web
2.0
–
 What’s
the
Same?

 •  Time
is
of
the
essence;
communicate
within
one
hour
or
 sooner
 •  Have
templates
ready
to
go
 •  Messaging
not
straying
from
the
facts
 •  Provide
regular
updates
(crisis)
even
if
there
aren’t
any
 updates
 Pre‐select/train
team
 •  Have
monitoring
in
place
 •  Buy‐in
beforehand
 •  Transparency
–
but
don’t
need
to
reveal
everything
 •  
 Source:
Cindy
Lawson,
Higher
Ed
Hero •  25
  • 25. Traditional
Media
vs.
Web
2.0:

 What’s
Changed

 Spin/control
impossible
 •  Bypasses
“authorities”
 •  Information
can
be
poor
taste
 •  Difficult
to
separate
rumor
from
fact
 •  No
news
cycle
–
24/7
 •  Everyone
“connected”
 •  Exchange
is
two‐way,
vs.
one‐way
 •  Continues
to
evolve
–
what’s
hot
today
is
not
 •  tomorrow
 •  Source:
Cindy
Lawson,
Higher
Ed
Hero
 26
  • 26. Twitter
 27
  • 27. Twitter
 •  How
to
Twitter
(video)
 •  First
began
as
sharing
short
bits
of
information
 =
evolved
 •  140
characters

 •  FB
updates
in
overdrive
 •  Engage
versus
advertising
 28
  • 28. Twitter
Lingo
 •  tweet
=
microblog
post
 •  follow
=
signing
up
to
receive
updates
makes
you
a
follower,
 someone
who
signs
up
to
receive
your
updates
is
following
you
 •  Reply
or
@reply
=
good
way
to
respond
to
others,
use
 @username,
good
way
to
show
community
 •  DM
=
direct
messaging
 •  tweetup
=
public
event
 29
  • 29. Media
Relations
in

 Web
2.0
 •  Pitches
via
Twitter
 •  36
months
–
death
of
the
press
release
 •  w/in
24
months
–
won’t
know
difference
 between
traditional
media
relations
=
social
 media
=
one
thing
 •  Source:

Peter
Shankman
‐
HARO
 30
  • 30. Crisis
Communications
in

 Web
2.0
 •  Virginia
Tech
–
Facebook
 •  Monitor,
Analyze
and
Interact
BEFORE,
DURING
&
AFTER
 •  YouTube

 •  Twitter
–
Mumbai
‐


 31
  • 31. Measuring
in
a


 Web
2.0
world
 A MEASUREMENT TIMELINE SOCIAL
 MSM
 ONLINE
 MEDIA
 EYEBALL
 HITS
 ENGAGEMENT
 COUNTING 
 Source: KD Paine & Partners 32
  • 32. Laws
of
21st
Century
PR
Measurement
 •  There
is
no
market
for
your
message
 •  All
the
benchmarks
have
changed
 •  Size
doesn’t
matter
so
stop
screaming
and
start
 listening
 •  It’s
not
how
many
eyeballs,
it’s
the
right
eyeballs
 •  HITS
=
How
idiots
track
success
 •  ROI
doesn’t
mean
what
you
think
it
does
because
 you
can’t
divide
by
zero
 •  You
become
what
you
measure,
so
match
 measurement
tool
to
your
objective
 Source: KD Paine & Partners 33
  • 33. Tools
you’ll
need
to
measure

 Web
2.0
world
 •  Google
News/Google
Blogs
 •  Technorati,
Sphere
 •  NewsTrack,
Cyberalert,

 
CustomScoop,
e‐Watch
 •  RSS
feeds
 •  Twitter
search
 Source: KD Paine & Partners 34
  • 34. Launching

Web
2.0
world
strategies
 •  Support
from
top
=
VC/top
marketing
executive/ president/chancellor
 •  Research
tools
–
be
familiar
 •  Formulate
strategy
before
launch
 •  Dedicated
person

 •  Easy
to
find
 •  Participate
and
monitor
 •  Integrate
=
branding
 •  Evaluate
and
keep
researching
 35
  • 35. Web
2.0
platform
 36
  • 36. Our
Future
Students 
 ??? 37
  • 37. Other
Thoughts 
 •  What
other
tools
are
being
used?
 •  Show
and
tell!!
 
Moving
forward
 
 
Branding

&

Integration
(Landing
page,
Plaxo,
Mash‐ups)
 
 
Mobile
Platforms

 
 
Constantly
changing
–
staying
up
on
latest
trends
 
 
Be
part
of
the
conversation
 38
  • 38. Recap
 •  Web
2.0
trends
in
higher
ed
 •  Uses
at
TCU
and
other
universities
 •  Hot
Web
2.0
tools
 •  Web
2.0
measurement
 •  Launching
strategies
 39
  • 39. Questions?
 Thanks!
 Shawn
Kornegay
 s.kornegay@tcu.edu
 http://twitter.com/skornegay
 40