Advanced Social Media Techniques in Higher Education

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Slidedeck for a presentation to College Business Management Institute on advanced techniques and program concepts using social media in higher education, specifically student recruitment and engagement.

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Advanced Social Media Techniques in Higher Education

  1. 1. Advanced Social Media Techniquesin Higher Education Christopher S. Rice, Ph.D. Success starts here!
  2. 2. Christopher S.Rice, Ph.D.Futurist | Social TechnologyStrategistPartner,
  3. 3. @ricetopher #cbmi
  4. 4. Resources for this presentation can be found at:christopherscottrice.com/ CBMI12
  5. 5. (cc) 2005 Flickr user ocherdraco. Some Rights Reserved.
  6. 6. What would a Social University look like?image (cc) 2008 Flickr user publicmind. Some Rights Reserved.
  7. 7. (cc) 2007 Flickr User kcolwell Engaging Digital Natives where they already are...
  8. 8. Image Source: “Generations and Their Gadgets,” February 2011. Pew Internet & AmericanLife Project & the Project for Excellence in Journalism.
  9. 9. Image Source: “Generations and Their Gadgets,” February 2011. Pew Internet & AmericanLife Project & the Project for Excellence in Journalism.
  10. 10. Social Techno- graphics Ladder(Forrester)
  11. 11. Source: Pew Internet Surveys - pewinternet.org
  12. 12. Source:ECAR Study of Undergraduate Students and Internet Technology, 2011
  13. 13. © 2009 Michael Speaks ...but also taking them where they haven’t been.
  14. 14. Source: ECAR Study of Undergraduate Students and Internet Technology, 2010
  15. 15. What’s Your StudentSocial Media Lifecycle? !"#$%&&( 6+/$78/( )*+,$-( 2&&34$5( .+/0$-$10(
  16. 16. How to create yourown social media plan “Fa iling to plan is plan ning to fail.”
  17. 17. 33 say social media is m efficient than traditional m ore edia in reaching their target audience %Source: Higher Ed Documents Social Media ROI: New Communications ToolsAre a Game Changer. Society for New Communications Research, July 2012.
  18. 18. 92 of undergraduate admissions officers agree that social media is worth their investment. %Source: Higher Ed Documents Social Media ROI: New Communications ToolsAre a Game Changer. Society for New Communications Research, July 2012.
  19. 19. 86 plan to increase their inv in the next year estm in social media ent %Source: Higher Ed Documents Social Media ROI: New Communications ToolsAre a Game Changer. Society for New Communications Research, July 2012.
  20. 20. 78 report that these tools have changed the w they recruit. ay %Source: Higher Ed Documents Social Media ROI: New Communications ToolsAre a Game Changer. Society for New Communications Research, July 2012.
  21. 21. Percentage of schools with a written social media policy: 50% 49% 44% 37.5% 32% 25% 12.5% 0% 2009-10 2010-11 2011-12Source: Higher Ed Documents Social Media ROI: New Communications ToolsAre a Game Changer. Society for New Communications Research, July 2012.
  22. 22. Percentage of schools monitoring mentions of school’s name and other relevant online brand conversation: 80% 73% 68% 60% 47% 40% 20% 0% 2009-10 2010-11 2011-12Source: Higher Ed Documents Social Media ROI: New Communications ToolsAre a Game Changer. Society for New Communications Research, July 2012.
  23. 23. Social Media Strategy:Questions You Should Ask Before Beginning• Why are you using social media?• How will you know you are successful?• What tools will you use (& why)?• How will you measure your activities (tools & process)?• Who will be responsible for these activities?
  24. 24. (cc) 2012 Flickr user Ell Brownhttp://www.flickr.com/photos/ell-r-brown/7006746407/ What are your goals?
  25. 25. (cc) 2007 Flickr user BOLTandK2 http://www.flickr.com/photos/28529353@N05/2934439189/What are youcomfortable with?
  26. 26. What’s yourInstitutional Brand?
  27. 27. “So, how do I knowwhich tools to use?” (cc) 2008 Flickr user PhotoJonny
  28. 28. How do I knowwhich tools to use?•Feature Sets•existing system? fit with our How well does it•Popularity among students (cc) 2005 Flickr user Stitch•Future-proofing
  29. 29. Building an Invite-Only, Private Community r eally Are you ure you s t o do w ant t his?
  30. 30. Advantages to aPrivate Community•semi-public student engagement Secure space for private and•Fewer FERPA worries•Ownership More Institutional Control/
  31. 31. Disadvantages to a Private Community• Need for staff to handle administrative load.• Risk of a bottleneck during signup/ approval.• How will you verify student identity?• How will you handle invitations?• What about your public-facing communities (competition)?• How will you sustain student involvement?
  32. 32. University of Kentucky
  33. 33. (cc) 2008 Flickr user Ed YourdonStudent Blogging
  34. 34. We Are IU
  35. 35. C ompe ndium We Are 60k/ year IU~ $
  36. 36. Hopkins Interactive
  37. 37. (cc) 2006 Flickr user cambodia4kidsorg
  38. 38. (cc) 2008 Flickr user daskar The Revolution
  39. 39. IdentityManagement (cc) 2009 Flickr user Matthew Burpee. Some Rights Reserved.
  40. 40. Old Facebook
  41. 41. NewFacebook
  42. 42. Facebook is for Photos
  43. 43. (cc) 2009 Flickr user woohoo_megoo http://www.flickr.com/photos/themegster/3363714747/Microsharing
  44. 44. Image Source: “Twitter Use 2012,” May 2012. Pew Internet & American Life Project.
  45. 45. 31 of adults 18-24 are Twitter users. %Source: “Twitter Use 2012,” May 2012. Pew Internet & American LifeProject.
  46. 46. 28 of online African-Americans use Twitter. 13%use it on a typical day. %Source: “Twitter Use 2012,” May 2012. Pew Internet & American LifeProject.
  47. 47. Image Source: “Twitter Use 2012,” May 2012. Pew Internet & American Life Project.
  48. 48. What’s aand why do I want one?
  49. 49. 140
  50. 50. The Horror of the Backchannel!
  51. 51. RT ’ing is good for you
  52. 52. #
  53. 53. #Mc Dstories #NBCfail Lesson #1: You Are Not inControl of Hashtags
  54. 54. Lesson #2:Choose Your Hashtags Carefully
  55. 55. (cc) 2006 Flickr user Dennis AB Mixing the streams using Storify or Paper.li
  56. 56. Building IntraCampus Networks (ICNs)(cc) 2005 Flickr user ciro@tokyon
  57. 57. DON Bunch up ’T:your TweetsDO: Spread Tweetsout, 3-4 times/day
  58. 58. DON Just use ’T:your Tweetstreamas a broadcastchannelDO: Mix in lots of @and RT Tweets
  59. 59. Don’t beDON Just talk about ’T: “Tha t Guy.”your institution oryour brandDO: Spread your loveand appreciation foryour community
  60. 60. Are youinterested?
  61. 61. Image Source: http://heidicohen.com/pinterest-tactics-to-maximize-effectiveness-research/
  62. 62. Image Source: http://heidicohen.com/pinterest-tactics-to-maximize-effectiveness-research/
  63. 63. Duke University
  64. 64. Drake University
  65. 65. DrakeUniversity
  66. 66. Tips for Pinterest Success• Think Story/Theme FIRST!• Don’t be afraid to thin-slice your target segments• Share items/topics beyond institutional activities• Encourage “re-pinning” (yes, another button/chiclet)• You don’t have to follow, but you should “re-pin” items from students and student orgs
  67. 67. Google Plus
  68. 68. Google+ Profile Pages
  69. 69. Activity Streams
  70. 70. Circles
  71. 71. (cc) 2011 Flickr user rwentechaney(cc) 2011 Flickr user adria.richards Google Hangouts
  72. 72. Features/Advantages of Google+• Profiles (can be transferred)• Google Apps Integrations• Photos• Hangouts• Circles (asymmetrical follow)• Messenger• Activity Streams• Cross-Platform Mobile Apps
  73. 73. Instagram
  74. 74. (c) 2012 Christopher S. Rice
  75. 75. Instagram Photos by Instagram user @uofmichigan
  76. 76. Instagram Success Tips • Encourage Use of Filters • Use Contests to drive desired photos • Aggregate Photos from Multiple Contributors • Consider a Rotating Student Voice • Try using words over photos • Cross the Streams (Share via Facebook, Pinterest or Twitter) • Recognize other users
  77. 77. A final word about photos: TIRED: Flickr WIRED: Facebook, Instagram, Google+
  78. 78. can be your Q&Aengagement Friend
  79. 79. Best Practices:Tips, Tricks & Guidelines
  80. 80. Create a Content Hub(cc) 2006 Flickr user ndrwfgg. Some Rights Reserved
  81. 81. • Limit the number of platforms you use • Be deliberateProTip: • Keep consistent usernames • Consistent Avatar • Keep consistent branding
  82. 82. Have a Dedicated Landing Page
  83. 83. (cc) 2010 Flickr user C!... Some rights reserved. Share your content (and make it sharable)
  84. 84. (cc) 2010 Flickr user lisaclarke. Some rights reserved. Establish a Routine (and stick to it!)
  85. 85. (cc) 2012 Flickr user pasukaru76. Some Rights Reserved. Automation is your friend(but remember to be human)
  86. 86. Listen First... ...and then(cc) 2009 Flickr user Beverly & Pack ask questions
  87. 87. Consider using a monitoring/ efficiency toolProTip: like Hootsuite, TweetDeck or Buffr
  88. 88. Tweriod + Buffer
  89. 89. EE FTweriod + Buffer R
  90. 90. Do you have a SocialMedia War Room?
  91. 91. Give your students a good reason to follow you.(cc) 2012 Flickr user jjjj56cp. Some rights reserved.
  92. 92. (cc) 2010 Flickr user claylo. Some rights reserved. Reward your community mavens (a little goes a long way)
  93. 93. (cc) 2009 Flickr user Coffeeshopchat(cc) 2005 Flickr user ciro@tokyonBuild a network of relationships
  94. 94. Encourage Positive Deviants
  95. 95. Cross the streams
  96. 96. University of Michigan
  97. 97. Don’t get too attached to any one social media platform R.I.P. MySpace(cc) 2007 Flickr user thurdl01. Some Rights Reserved. 2003-2011
  98. 98. Avoid “Creepy Treehouse” Syndrome(cc) Flickr user Chris Shiflett
  99. 99. (cc) 2007 Flickr user uncleboatshoes
  100. 100. 4 levels ofsocial media action
  101. 101. Broadcasting Information
  102. 102. Listening (Can you hear me now?)(cc) 2009 Flickr user Beverly & Pack
  103. 103. (cc) 2011 Flickr user Khalid Albaih. Some Rights Reserved.Engage
  104. 104. (cc) 2012 Flickr user menlopics. Some Rights Reserved. Facilitation
  105. 105. Social Media is going mobile:what’s your plan?
  106. 106. 22 of adults 18-24 use Twitter on their mobile device. %Source: “Twitter Use 2012,” May 2012. Pew Internet & American LifeProject.
  107. 107. 17 of online African-Americans use Twitter on their mobile device. %Source: “Twitter Use 2012,” May 2012. Pew Internet & American LifeProject.
  108. 108. 543 million mobile Facebook users, an increase of 67% year- over-year.Source: Facebook Quarterly Earnings report, July 2012
  109. 109. Image Source: “How mobile devices are changing community information environments,”March 2011. Pew Internet Project & the Project for Excellence in Journalism.
  110. 110. Image Source: “How mobile devices are changing community information environments,”March 2011. Pew Internet Project & the Project for Excellence in Journalism.
  111. 111. Image Source: “Americans and their cell phones,” August 2011. Pew Internet &American Life Project.
  112. 112. Getting Geosocial
  113. 113. Image Source: “Three-quarters of smartphone owners use location-based services,”May 2012. Pew Internet & American Life Project.
  114. 114. Image Source: “Three-quarters of smartphone owners use location-based services,”May 2012. Pew Internet & American Life Project.
  115. 115. Image Source: “Three-quarters of smartphone owners use location-based services,”May 2012. Pew Internet & American Life Project.
  116. 116. Image Source: “Three-quarters of smartphone owners use location-based services,”May 2012. Pew Internet & American Life Project.
  117. 117. Image Source: “Three-quarters of smartphone owners use location-based services,”May 2012. Pew Internet & American Life Project.
  118. 118. Image Source: “Three-quarters of smartphone owners use location-based services,”May 2012. Pew Internet & American Life Project.
  119. 119. BostonUniversity
  120. 120. WKU2K15
  121. 121. • What makes it so important to connect with the physical environment? ro Ti ps: • Build with that in mind.P • Vendor (e.g., foursquare critical partners are and SCVNGR) • Educate early and often
  122. 122. QR Codes
  123. 123. ProjectIngeborg
  124. 124. Ideas for QR Codes• Self-Guided Campus Walking Tour• Links materials print to your social media presences in• Scavenger Hunt• Surveys (keep them short!)• Links to office hours, contactlocations media presences at physical info, social• Nutrition/Exercise Info at the Food Court
  125. 125. (cc) 2011 Flickr user bksutherland Augmented Reality(cc) 2009 Flickr user DanieVDM
  126. 126. Queensland University of Technology
  127. 127. Prepare for Coming(cc) 2008 Flickr user elvenenoo2.0 Changes: How to keep current
  128. 128. How open do youwant to be? (cc) 2007 Flickr user Orin Zebest
  129. 129. Questions & Discussion
  130. 130. Thanks!chris@christopherscottrice.com @ricetopher christopherscottrice.com

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