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Web 2.0 Trends in Higher Education Marketing
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Web 2.0 Trends in Higher Education Marketing

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Curious where Web 2.0 is headed in higher education marketing? Are you inline with current trends or do you need to catch up to your peers? Come hear this dynamic and timely presentation on......

Curious where Web 2.0 is headed in higher education marketing? Are you inline with current trends or do you need to catch up to your peers? Come hear this dynamic and timely presentation on national trends for Web 2.0 higher education marketing. The trends are the result of a graduate study including participation from CASE members in higher education marketing. Find out major trends along with best practices and pitfalls, for reaching students, alumni, faculty, staff and donors.
Presenters:

Shawn Kornegay, Texas Christian University

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Transcript

  • 1. Higher Education’sShawn Kornegay Associate Director of Communications Web 2.0 TCU Office of Communications
  • 2. 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
  • 3. 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
  • 4. 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)
  • 5. 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
  • 6. 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
  • 7. 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).
  • 8. 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”
  • 9. Web 2.0 Higher Ed Trends
  • 10. TCU’s Web 2.0 world www.Newsevents.tcu.edu Wikipedia Flickr RateMyProfessors Podcasting RSS feeds Blogging Monitoring (Technorati) YouTube.com/tcu
  • 11. TCU’s Web 2.0 world Twitter.com/tcu iTunes.com/tcu – coming Blogging – Social networking Facebook, Linkedin New Media Specialist
  • 12. 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
  • 13. Burn, baby burn
  • 14. Other Uses Obama Presidential Campaign First president-elect with a Facebook page and a YouTube channel Obama has more than 1 million MySpace quot;friendsquot; and more than 3.7 million quot;supportersquot; 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
  • 15. Other Thoughts What other tools are being used? Social Media/Web 2.0 – moving forward Employment
  • 16. Questions? Thanks!