• Save
Engaging Audiences with Social Media: What's true? What's best? What's next?
Upcoming SlideShare
Loading in...5
×
 

Engaging Audiences with Social Media: What's true? What's best? What's next?

on

  • 113 views

Social media is a mature and mainstream communication vehicle. This session focuses on social media as an important element of your marketing and communications strategy. Your audiences experience ...

Social media is a mature and mainstream communication vehicle. This session focuses on social media as an important element of your marketing and communications strategy. Your audiences experience your brand and hear from you through an ever-growing list of social media platforms. How do you take your social channels to the next level? How should your social content engage audiences and integrate with your institutional website? We'll talk about specific suggestions and review best practices through case studies from educational institutions.

This presentation was a general session at the 2013 CASE Annual Conference for Publications Professionals.

Statistics

Views

Total Views
113
Views on SlideShare
112
Embed Views
1

Actions

Likes
1
Downloads
0
Comments
0

1 Embed 1

http://www.slideee.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Engaging Audiences with Social Media: What's true? What's best? What's next? Engaging Audiences with Social Media: What's true? What's best? What's next? Presentation Transcript

  • m Engaging Audiences with Social Media: What’s true? What’s best? What’s next? Susan T. Evans | Senior Strategist | mStoner CASE Annual Conference for Publications Professionals | October 2013
  • m Susan T. Evans susan.evans@mstoner.com @susantevans
  • m I first used social in 2006.
  • m I first used social in 2006.
  • m I first used social in 2006.
  • m I first used social in 2006.
  • m
  • m It’s not about us. It’s about the audience we want to reach. #social #truethat #casepubs
  • m Social is pervasive.
  • m Social is maturing.
  • m
  • m Facebook, Twitter, and LinkedIn
  • The mobile device is like a new lover. Social is mobile.
  • m The mobile web will be bigger than desktop Internet use by 2015.
  • m In part, we can blame #mobile. 71% of Facebook’s traffic comes from a mobile device.
  • m We live in a world where...
  • m What do we do while waiting?
  • m Standards and best practices for social content.
  • m Easy to find.
  • m Offer easy access to social channels. Place icons in the website footer (or header).
  • m
  • m
  • m
  • m
  • m Integrate with web.
  • m Overcome increased audience fragmentation. Integrate your channels.
  • m
  • m
  • Social = brand.
  • m Think about reinforcing your brand promise and brand identity.
  • m
  • m This? (Could be any of us...)
  • m Facebook Twitter This! (Can be done...)
  • Run a campaign.
  • m Use a social campaign (a focused effort to achieve goals using a variety of channels).
  • #ROARDay
  • page 32 Plan ahead.
  • m Crisis and emergencies: figure it out.
  • m Content for all.
  • m The root of it all is content.
  • m #gettysburgcollege
  • m CASE Social Media Survey 1 2 3 4
  • m Use of platforms other than Facebook, Twitter, LinkedIn and YouTube has decreased from 2012. 1
  • m About one-third of respondents have one or more people dedicated to social media. 2
  • m Social media is used by 35 percent of institutions to raise private donations. 3
  • m Top institutional goals for social media efforts are to engage alumni and strengthen brand image. 4
  • m Repeat after me: The root of it all is content. #casepubs
  • m Who’s doing what?
  • m
  • m Prospectives, Alumni, and Parents
  • m Prospectives.
  • #OberlinCollege #blogs - 5,000 unique visitors every month - 2/3 of those are new
  • m “Practically everyone on campus has been here during the existence of the blogs.” “Nearly every applicant from first year to double-degree fifth year states that part of the reason they wish to blog for Oberlin is that the Oberlin blogs helped them solidify their decision.” #oberlinblogs (a 5 year run) - Ma’ayan Plaut
  • m Said by a 1st year student... “I didn't start using Facebook until after I was accepted, really the only social media that I found from Oberlin that influenced my decision were the Oberlin blogs.” Even though they're unconventional and not a mainstay of social media, I found that they were a nice supplement, and I had friends who were excited about the social aspects of the schools they were interested in but were disappointed that they didn't have a supplement like Oberlin did that provided a first person perspective on where you were going to spend the next four years.”
  • #Etown #shareyourmoment
  • m Alumni.
  • m
  • m
  • m Parents.
  • m Admission: Posted comments or asked questions on the Facebook page of a college. Students: 15% Parents: 26% Noel-Levitz | 2011 E-Expectations Report The Online Expectations of Prospective College Students and Their Parents
  • m
  • m
  • page 57
  • page 57
  • m
  • m They hover... Parents are turning to social media to help them feel close to their kids when they’re at school.
  • m Especially on Facebook. Phone Home: Tech Draws Parents, College Kids Closer (NPR 2012)
  • m Especially on Facebook. Phone Home: Tech Draws Parents, College Kids Closer (NPR 2012) "I'm friends with my daughter on Facebook, I'm friends with most of her friends on Facebook, and she's friends with most of my friends on Facebook."
  • m Customer Service
  • m Customer Service and Complaints
  • m “There’s growth in the use of social media to engage current students and their parents.” 51% use social to communicate with parents of current students 45% use social to communicate with parents of prospective students 2012 CASE Social Media Survey
  • What else do you need to know?
  • m Hashtags with #tagboard
  • m Social hubs with #TINT
  • m “What do you think is most interesting about social media right now?”
  • m “I think micro-blogging is one of the most interesting, personally. I feel like a lot of people I've watched/ followed are moving towards quicker pieces of content (like on Instagram) rather than long form blogs.” “I'd say a quick second is location-based social media. I know Foursquare is old news, but I think tools like Yelp that integrate location with other stuff make it really interesting. It has less of a "creepy" factor maybe?” Kylie Larson
  • m “LinkedIn University Pages. Because they are an attempt by a third-party, unaffiliated, for-profit company to enter a space that until now has been the domain of career services / placement / alumni offices and proprietary vendors such as iModules and they are going to win, in my opinion.” Fran Zablocki
  • m “Beautiful social feeds with tools like Tint and Tagboard are really popular right now. Finally, people have figured out a way to aggregate feeds from a lot of different accounts in a really beautiful way. And, the high usage of these sites also tells us that people see the value in sharing real-time content. People see the relevancy and need to display the larger conversation.” Mallory Wood
  • m “Two things. 1) The push to make things visual— Instagram, larger photos in Facebook, Vine. And 2) The leveling out of the hype. Social media is no longer the new kid and just like TV, it didn't kill the radio. Social didn't kill websites and it didn't kill print either.” Patrick Powers
  • m
  • m Use social media as your professional development tool. Every day. #casepubs
  • m Visit the CASE blog. http://blog.case.org CASE Social Media Conference - March 2014 - Marina Del Ray
  • m Join the network for intergalactic .edu knowledge. http://eduniverse.org
  • m Read the book. http://eduniverse.org/socialworks
  • m Thank you! #questions Susan T. Evans Senior Strategist, mStoner susan.evans@mstoner.com @susantevans