Higher
Education’sShawn Kornegay
Associate Director of Communications
Web 2.0
TCU Office of Communications

Changing relationship
Before
Print newspapers, magazines
TV - Three major networks, minimal cable
Radio and telephone
Now
Texting + email + IM + listening to iPod +
forwarding videos from YouTube +
homework + playing games on Wii
Gathering own news
Explosion of media options

Web 2.0 Higher Ed
Trends
Research Project = marketing professionals in
higher education
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

Web 2.0 Higher Ed
Trends
Findings
Top sources – most effective
Blogs (SMU) Blogs (SDSU)
Podcasts
Wikis (Wikipedia)
RSS feeds
YouTube
Flickr
Social network
Facebook
Top sources – least effective
Social bookmarking – DIGG, del.icio.us
Virtual world (Second Life)

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

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

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).

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 \"very familiar with it\" 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 \"somewhat to very important”

Web 2.0 Higher Ed
Trends

TCU’s Web 2.0 world
www.Newsevents.tcu.edu
Wikipedia
Flickr
RateMyProfessors
Podcasting
RSS feeds
Blogging
Monitoring (Technorati)
YouTube.com/tcu

TCU’s Web 2.0 world
Twitter.com/tcu
iTunes.com/tcu – coming
Blogging –
Social networking
Facebook, Linkedin
New Media Specialist

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

Burn, baby burn

Other Uses
Obama Presidential Campaign
First president-elect with a Facebook page and
a YouTube channel
Obama has more than 1 million MySpace
\"friends\" and more than 3.7 million \"supporters\"
on his official Facebook page -- some 700,000
more than when he was elected in November.
His campaign also has a database of almost 13
million supporters and their e-mail addresses.
Inauguration Media coverage – Facebook
updates

Other Thoughts
What other tools are being used?
Social Media/Web 2.0 – moving forward
Employment

Questions?
Thanks!