UCDA Game Changers: How Higher Ed Institutions are Embracing Social mediaDocument 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
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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://firstname.lastname@example.org/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://email@example.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://firstname.lastname@example.org/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://email@example.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.
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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
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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
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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