UCDA Game Changers: How Higher Ed Institutions are Embracing Social media
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    UCDA Game Changers: How Higher Ed Institutions are Embracing Social media UCDA Game Changers: How Higher Ed Institutions are Embracing Social media Document Transcript

    • Game Changers How Colleges & Universities are Using Social Media Lauren Candito Co-Founder, Social Media SolutionsMonday, October 24, 2011 1
    • WHO AM I? • Co-Founder of SMS • Author • Blogger • Entrepreneur • Animal enthusiast • Scuba diver • Social Media SpecialistMonday, October 24, 2011 2
    • RISING TI DE S MY BOOK: RISING TIDESMonday, October 24, 2011 3
    • Monday, October 24, 2011 4
    • SM4EDU.COM Online Community For Higher Education ProfessionalsMonday, October 24, 2011 5
    • JOIN & L E A RN Join Us At www.SM4Edu.comMonday, October 24, 2011 6
    • What is Social Media?Monday, October 24, 2011 7
    • Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn interactive communication into dialogue.Monday, October 24, 2011 8
    • photo sharing blogs forums wikis bookmarking Social Media sites video sharing rating sites microblogging podcastsMonday, October 24, 2011 9
    • Social media sites include…Monday, October 24, 2011 10
    • Real World Examples Innovation  &  ExcellenceMonday, October 24, 2011 11
    • University  of  Texas  @  Aus3n 12Monday, October 24, 2011 12In the city that hosts SXSW, The University of Texas at Austin is at the forefrontof social media. The school makes it easy to engage through their Knowwebsite, which offers a social media directory sorted by colleges, offices,libraries and museums. UT also supports social media with Facebookbootcamps and a Social Media Club.
    • University  of  Oregon 13Monday, October 24, 2011 13Now this is how to have a clean, clear social media index page with bestpractices and a very cool mobile site.
    • Carnegie  Mellon  University 14Monday, October 24, 2011 14their interactive student social media dashboard that even includes a busschedule.
    • Dartmouth 15Monday, October 24, 2011 15Once you "like" Dartmouths Facebook page, you get to a welcome page with anote from the president.
    • Lynn  University 16Monday, October 24, 2011 16Lynn students and staff are blogging up a storm! Check out the schools funand informative blog directory featuring real-time updates.
    • Texas  Tech  UniversityMonday, October 24, 2011 17Texas Tech University: From Experimenter to InnovatorTo find innovation and inspiration for her universityʼs social media efforts, LisaDubois Low of Texas Tech looks to top marketers for ideas that can translatewithin higher education.
    • Texas  Tech  UniversityMonday, October 24, 2011 18Link:    h@p://www.facebook.com/#!/TexasTechYouTexas Tech uses social media to target a variety of stakeholders – fromprospective and current students to alumni and athletic fans to faculty andstaff. Their strategy is less about creating platforms to start conversations andmore about looking for conversations that their audiences are already havingand joining in.Texas Tech their social media efforts through iTunes University. Next the Officeof Communications and Marketing launched a Facebook page. Unfortunately,no one cared. The office took notice and decided to find out why. Theydiscovered no one was talking about the news they were pushing out, so theydecided to step back and realign their strategy. They scrapped the Office ofCommunications and Marketing page and created a page for the entireUniversity brand instead.After seeing success with Facebook, Texas Tech took on Twitter. To helpmanage the social media efforts, Texas Tech hires on interns and require thoseinterns to bring fresh ideas to the table.
    • Texas  Tech  UniversityMonday, October 24, 2011 19Link:    h@p://foursquare.com/texastechPartnership with Foursquare: Texas Tech began keeping an eye on location-based marketing at the beginning of 2010. Three months later, Lisa decided itwas time to take action. Step 1 was getting her team to use location basedtools themselves. Lisa saw so much potential in allowing visitors and studentsto interact with tips, push messages, and custom badges as they exploredcampus, but needed make sure they used the write platform. After usingGoWalla and Foursquare on a personal level, the Texas Tech team learnedFoursquare was launching pilot programs with universities like Stanford andHarvard. Although Texas Tech was much smaller than the pilot universities,their persistent efforts to convince Foursquare to launch a pilot program atTexas Tech paid off. Because they had been strategically been thinking aboutgeolocation for 6 to 9 months, they had their Foursquare channel up within aweek of being accepted into the pilot program.
    • The  University  of  Alabama   Na3onal  Alumni  Associa3onMonday, October 24, 2011 20Goals: Engage UA alumni & Alabama fans in conversation; Increasemembership of the National Alabama Alumni Association.Challenges: Diversity of info to share – finding interesting/relevant info otherthan athletics; how to effectively engage alumni & keep them talking;converting fans of the Facebook page to members of the organization.
    • The  University  of  Alabama   Na3onal  Alumni  Associa3onMonday, October 24, 2011 21Link:    h@p://www.facebook.com/#!/alabamaalumniStrategy Development: 1) Switch from FB group to FB Page. How? Postedon group to move to page, messaged users, spread the word through personalnetworks, added link to FB page to the alumni staff email signatures for 1month. Reached 3,956 fans within 4 months.2)    Add  FB  link  to  alumni  website    3)  Two  week  challenge  for  fans  to  add  2010  more  fans  by  January  1,  2010.      
    • The  University  of  Alabama   Na3onal  Alumni  Associa3onMonday, October 24, 2011 22Link:    h@p://twi@er.com/UAAlumniAssocBeyond Facebook: UA linked Facebook to Twitter so that anything posted toFacebook also goes to Twitter. For original Twitter content, UA hosts a UATrivia contest on Twitter on Friday mornings. The questions are broad and canranging form anything pertinaing to the alumni association, university, aspecific college, or anything else fun and interesting. The first person to submitthe correct answer via Twitter wins an Alabama-related prize.
    • Emory  University   Blue  Pig   CampaignMonday, October 24, 2011 23Social Media for Fundraising: Blue Pig campaign focuses on improvingundergraduate donations to Emoryʼs Annual Fund. Primarily used Facebookand Twitter for outreach to Emory students to boost undergraduate donationsto the class gift campaign.
    • Emory  University   Blue  Pig   CampaignMonday, October 24, 2011 24Link:    h@p://www.facebook.com/#!/thebluepigTwi@er:    h@p://twi@er.com/thebluepigDuring  the  school  year  students  were  informed  of  special  events  though  the  Blue  PiggyBank  Facebook  profile  and  Twi@er  (@thebluepig).    When  students  brought  their  spare  change  at  special  events,e  very  penny  went  towards  the  Class  Gi[  Book  Award,  which  is  a  $500  textbook  s3pend.    144  awards  were  given  out  that  year,  resul3ng  in  $72,000  of  textbook  money.
    • Oklahoma  State  University  Alumni   Associa3onMonday, October 24, 2011 25Link:    Orange  connect:    h@p://orangeconnec3on.org/s/860/start.aspxHow  your  Organiza3on  Can  Do  A  Lot  with  a  Li@le:In  2008,  two  OSU  interns  got  approval  from  OSU’s  Alumni  staff  to  start  a  Facebook  group.    Within  a  couple  of  weeks,  they  transi3on  to  a  Page.    A[er  Facebook,  the  associa3on  began  adding  plahorms  one  at  a  3me  and  now  uses  Facebook,  Myspace,  Twi@er,  LinkedIn,  YouTube,  and  Flickr.  
    • Oklahoma  State  University  Alumni   Associa3onMonday, October 24, 2011 26Link:    Orange  connect:    h@p://orangeconnec3on.org/s/860/start.aspxh@p://www.facebook.com/okstatealumniStrategy  Development:Goals  –  expand  web  presence;  reach  OSU  alumni  through  social  media;  grow  email  database;  keep  alumni  connected  to  each  other  &  the  organiza3on.Challenges  –  Limited  budget;  limited  manpower;  maintaing  the  value  of  the  dues-­‐based  organiza3on;  24/7  updatesA[er  a  Facebook  search  for  OSU  alumni  provided  over  40,000  results,  OSU’s  Alumni  Associated  decided  to  jump  right  in  with  a  hands-­‐on  exploratory  trial  approach.      With  a  $5,000  budget,  the  associated  invested  most  of  their  resources  into  Facebook  ads.    Theses  highly  targeted  ads  featured  different  messages  for  alumni  based  on  their  geographic  region.Metrics:    OSU  uses  free  web  apps  like  bit.ly,  Google  Analy3cs,  and  TweetDeck  to  monitor  their  social  media  ac3bity.    According  to  Google  Analy3cs,  Facebook,  LinkedIn,  and  Twi@er  all  rank  in  the  top  10  for  referral  traffic  to  the  OSU  website.
    • Oklahoma  State  University  Alumni   Associa3on “I  think  we’re  a  pre@y   good  example  of  how   you  can  do  a  lot  with  a   li.le.    We’ve  got  a  very   small  budget.    It  doesn’t   take  that  much  money  to   build  a  Facebook  Page.    It   takes  a  lot  of  hard  work   and  effort.”Monday, October 24, 2011 27Words  of  wisdom  from  Chase  Carter  –  the  original  intern  advocate  turned  alumni  associate  employee  for  OSU  –  “I  think  we’re  a  pre@y  good  example  of  how  you  can  do  a  lot  with  a  li@le.    We’ve  got  a  very  small  budget.    It  doesn’t  take  that  much  money  to  build  a  Facebook  Page.    It  takes  a  lot  of  hard  work  and  effort.”
    • University  of  Central  OklahomaMonday, October 24, 2011 28Tracy  Fairless  is  an  instruc3onal  designer  at  the  University  of  Central  Oklahoma  and  an  advocate  for  social  media’s  use  in  the  classroom.    She  currently  uses  YouTube  for  student  presenta3ons  as  part  of  her  public  speaking  class  and  is  also  exploring  VoiceThread.      When  using  social  media  in  the  classrooom,  Tracy  advises  against  taking  on  too  much  technology  in  one  course  or  building  a  course  around  technology.    Instead,  pick  the  right  tools  that  benefit  your  students  and  enhance  your  course  objec3ves.    
    • 29Monday, October 24, 2011 29With VoiceThread, group conversations are collected and shared in one place from anywhere in theworld. All with no software to install.A VoiceThread is a collaborative, multimedia slide show that holds images, documents, and videosand allows people to navigate slides and leave comments in 5 ways - using voice (with a mic ortelephone), text, audio file, or video (via a webcam). Share a VoiceThread with friends, students,and colleagues for them to record comments too.Users can doodle while commenting, use multiple identities, and pick which comments are shownthrough moderation. VoiceThreads can even be embedded to show and receive comments on otherwebsites and exported to MP3 players or DVDs to play as archival movies.
    • West  Point  Associa3on  of  GraduatesMonday, October 24, 2011 30=
    • 31Monday, October 24, 2011 31West Point Association of Graduates (http://www.westpointaog.org/netcommunity/)started integrating social media into their marketing plans, and West Point and theirathletics department followed suit. Within the first year, they had 850 fans and havegrown to over 6,000 fans. Itʼs not only a way to stay in touch with alumni, but also sharerelevant content such as photos and event information.
    • 32Monday, October 24, 2011 32“Social media has let us manage things we could not have done without it. For example,we filled a position in the advisory council through someone on Twitter,” statesMcDermott. Social media has expanded the West Point Associate of Graduates networkand allows the organization to connect with their followers.Hashtags During GraduationDuring West Pointʼs graduation ceremony, the Associate of Graduates started a newtradition. Parents and guests could tweet with the hashtag #WPgrad and join in on theconversation. Now thatʼs social media in action!
    • Texas  A&M  UniversityMonday, October 24, 2011 33Links:    h@p://www.facebook.com/tamu,  h@p://twi@er.com/TAMUtalk/,  h@p://foursquare.com/tamutalkTexas A&M: Scavenger HuntTexas A&M recently used Facebook, YouTube, Twitter, and Foursquare for a campus-wide scavenger hunt. Facebook and Youtube were used to promote the hunt, cluesappeared on Twitter, and users were awarded for checking in via Foursquare.
    • Texas  A&M  UniversityMonday, October 24, 2011 34The  primary  goals  for  the  Scavenger  Hunt  campaign  were  to  1)  partner  with  the  Collegiate  Licensing  Company  to  promote  corporate  sponsors  of  the  University’s  Foursquare  program.    Sponsors  donated  prizes  for  the  scavenger  hunt.    2)    Integrate  all  socail  media  plahorms  together  and  grow  the  university’s  Twi@er  and  Foursquare  following.    Clues  were  only  distributed  the  the  officual  @TAMUtalk  twi@er  account,  and  students  had  to  check-­‐in  to  venues  using  Foursquare  to  win.        3)    The  final  goal  was  to  leverage  social  media  to  encourage  the  university’s  50,000  students  to  explore  their  5,200  acre  campus  as  never  before.    The  technology  was  a  tool  to  help  students  make  real-­‐world  connec3ons  while  learning  more  about  their  campus.  
    • Butler  UniversityMonday, October 24, 2011 35h@p://twi@er.com/butlerblue2Butler  University:    Butler  University  takes  its  Butler  Blue  mascot  to  a  new  level  by  giving  him  his  own  Twi@er  account.    @ButlerBlue2  updates  his  status  mul3ple  3mes  a  day  providing  a  fun  way  to  interact  wit  the  school’s  brand.
    • 36Monday, October 24, 2011 36
    • Stanford  University 37Monday, October 24, 2011 37Many universities are interested in sharing projects with the world — not to mentioneducating others in the school. To that end, Stanford University is providing access tofaculty and student projects on its Facebook page. Students looking for inspiration forprojects can see videos, pictures and other previously done projects.Also, gathering this information into one place makes it a little bit easier to search fornews and research being done at Stanford. The university has multiple pages, making iteasy to locate information on the Green Library, hospital and a number of the collegesand departments. Stanford University also offers Facebook office hours, at which timefaculty is available to answer questions on Facebook.
    • Harvard 38Monday, October 24, 2011 38The free social-networking and mapping game for smartphones, Foursquare, is makingits way into the world of higher education. While universities are still figuring out how toaddress Facebook, Twitter and other web 2.0 platforms, students are starting to useFoursquare to label, praise, and sometimes mock college campuses.Through Foursquare, students can add places, leave public tips, or add to existing oneswhile gaining “badges” for checking into places. If they frequent one location enough,they may even be awarded the coveted “mayor” badge. Harvard University has evenembraced Foursquare by using it to create an official school program that helps studentsexplore the campus.
    • Let’s go off campus for a bit... 39Monday, October 24, 2011 39
    • San  Juan  Marriot  Video  Campaign 40Monday, October 24, 2011 40
    • KLM  Surprise 41Monday, October 24, 2011 41KLM Surprise is a social media campaign launched by KLM using two social media properties –“Twitter and Foursquare”. The KLM Surprise campaign involves a person flying using KLM andtagging the location of his flight and tweeting the Foursquare location. The lucky winner gets afree surprise gift from KLM on the airport of his departure.The basic concept of KLM Surprise is to surprise a person sharing his flight details online bygifting him something with a little personalized act of kindness on the spot. The campaign is anexperiment on how happiness spreads from one place to another.
    • 42Monday, October 24, 2011 42Grasshopper, a company that provides virtual phone services, enticed 5,000 influentialpoliticians, business leaders, journalists, authors and bloggers in the U.S. with a FedExpackage containing 5 chocolate-covered grasshoppers. The package challenged eachrecipient to eat the grasshoppers AND invited them to visit the Grasshopper website. Thewebsite contained an inspirational video about entrepreneurship.
    • • 130,000 YouTube views • 1,461 Tweets • 1,999 blog posts and news articles • 8 mentions on national TV broadcasts • 93% increase in visitors to the “How It Works” page of their website • 14 user-generated videos • 51 user-generated photos 43Monday, October 24, 2011 4393% increase in visitors to the “How It Works” page of their website
    • My  Starbucks  Idea 44Monday, October 24, 2011 44To get a better handle on consumer feedback, Starbucks did just that with “My Starbucks Idea.”The site allows users to submit suggestions to be voted on by Starbucks consumers, and the mostpopular suggestions are highlighted and reviewed. Starbucks then took it a step further and addedan “Ideas in Action” blog that gives updates to users on the status of changes suggested.By empowering their exceptionally web savvy consumer, Starbucks strengthens their campaignto add a personal touch to coffee.Lesson: Thinking of ways to build your company are great, but directly asking your consumerswhat they want, is better. Acting on that information and doing it publicly is key to the success ofthis campaign.
    • Tony Hawk’s Treasure Hunt 45Monday, October 24, 2011 45On Easter Sunday 2010, Tony Hawk hosted his second annual Tony Hawk Treasure Hunt onTwitter, where he gave away skateboards, backpacks, guitars and other merchandise to fans. Thescavenger hunt was announced on his website and Twitter feed using the hashtag #THTH. Hesent items for hiding to friends in 60 cities in the U.S. and across the world and then spent hourson Twitter on Sunday revealing their locations and learning which ones were found.Hawk was able to successfully leverage Twitter to instantaneously build his fan base, which isupwards of two million followers, and connect directly with fans in real-time.YOu have alumni scattered across the country - bring your school spirit to them.
    • Are You Prepared? Tips  for  Getting  Started 46Monday, October 24, 2011 46
    • Who will be listening?Monday, October 24, 2011 47
    • 48Monday, October 24, 2011 48
    • Who will be posting?Monday, October 24, 2011 49
    • Find your voice A Community Manager’s job is to use social media tools to build, manage, and protect relationships with your audience. 50Monday, October 24, 2011 50The community manager position is increasingly one that is at the pivot point betweenthe needs of the organization and the needs of the community and engages in aligningboth and enabling a conversational attitude that is meaningful for both sides.
    • When will you post?Monday, October 24, 2011 51
    • Choose your platformsMonday, October 24, 2011 52
    • Develop a content calendarMonday, October 24, 2011 53
    • Choose your tools 54Monday, October 24, 2011 54
    • 55Monday, October 24, 2011 55
    • 56Monday, October 24, 2011 56
    • 57Monday, October 24, 2011 57
    • 58Monday, October 24, 2011 58
    • How will you manage resources?Monday, October 24, 2011 59
    • How will you integrate other marketing efforts?Monday, October 24, 2011 60Jeweler Samuel Gordon ran this full-page magazine ad in a local publication. It includesthe company Twitter account, Facebook Page, iPhone App and a QR code for itsAndroid App.
    • Monday, October 24, 2011 61To promote his reflective bike tape business, Brent Thomas sends postcards with a QRcode that may link to videos, pictures or his website.Thomas also organized a scavenger hunt to promote his product. He announced thehunt on his blog, hid free BikeWrappers all around the city, and disclosed their locationsover Twitter. The first one was found 20 minutes after the first Tweet.
    • Create a Social Media PolicyMonday, October 24, 2011 62
    • Getting Started 63Monday, October 24, 2011 63
    • Community Guidelines Be Be Be Amazing Accessible Authentic Respond Provide real Honest and and value transparent participateMonday, October 24, 2011 64
    • Questions?Monday, October 24, 2011 65
    • Ask me later... Lauren@SocialMediaSolutionsLLC.com www.SocialMediaSolutionsLLC.com www.SM4Edu.ning.comMonday, October 24, 2011 66
    • ASK ME LATER... Lauren@SocialMediaSolutionsLLC.com www.SocialMediaSolutionsLLC.com www.SM4Edu.ning.comMonday, October 24, 2011 67