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Colorado council social media presentation

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Colorado council social media presentation

  1. 1. Social Media and Higher Education: Next Steps
  2. 2. Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the Social Space✚Q & A
  3. 3. Introductions 3Chris TyburskiSenior Marketing ConsultantTWG PlusMike DelliVeneriSocial Media and Internal CommunicationsManagerRegis University
  4. 4. Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the Social Space✚Q & A
  5. 5. Social Media’s Role in Higher Ed 5 • Recruitment • Alumni engagement • Public relations • Community building Social media covers it all!
  6. 6. Let’s remember that… 6 …your brand is a conversation
  7. 7. Your recruitment communications 7 …are about your students
  8. 8. Where do we stand? 8 “Facebook remains the king of social media...respondents have crowned it the #1 social media outlet for admissions offices” – Facebook and Admissions, Varsity Outreach, Sept. 2012
  9. 9. Facebook Challenges 9 1. Keeping audiences engaged 2. Measuring the impact of our Facebook presence 3. Getting prospects/admits to join/like our Facebook presence
  10. 10. Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the Social Space✚Q & A
  11. 11. TWG Plus Research 11Research Questions • What kind of scale can we create to rank the activity of a school. • What is the average number of fans by segment? • Can we rank engagement by segment? • What type of content produces the most engagement? • Is there a relationship between frequency and performance? • What lessons can we learn from high and low performing pages?
  12. 12. TWG Plus Research 12Research Methods • Quantitative analysis of over 500 high education institutions • Random sample of 4-year degree granting institutions from IPEDS 2009-2010 list • All not-for-profit • Divided into categories by Carnegie Foundation Size and Setting classifications • Defined engagement # of Comments+Likes+Comment Likes+Wall Posts # Fans • Measured activity for 1 year on main institutional Facebook page
  13. 13. Let’s talk about… 13 • Fanbase • Engagement • Messaging
  14. 14. Fan Base 14The Importance of Reach
  15. 15. Fan Base 15 School Size Large Medium Small Very Small (>10,000) (3,000-9,999) (1,000-2,999) (<999) Average 30,871 5,482 3,283 1,458 A >42,120 >9,051 >5,594 >2,721 B 21,977-42,120 4,933-9,051 3,283-5,594 1,417-2,721 C 1,834-21,977 815-4,933 972-3,283 113-1,417 D <1,834 <815 <972 <113
  16. 16. Engagement per Fan 16Fan Interactionsper Year
  17. 17. Engagement per Fan 17 School Size Large Medium Small Very Small (>10,000) (3,000-9,999) (1,000-2,999) (<999) Average .63 .77 .70 .66 A >1.09 >1.34 >1.22 >1.23 B .63 - 1.09 .71 - 1.34 .70 - 1.22 .66 - 1.23 C .17 - .63 .08 - .71 .18 - .70 .09 - .66 D <.17 <.08 <.18 <.09
  18. 18. Active Fan Base 18How many fans are truly involved?
  19. 19. Active Fan Base 19 School Size Large Medium Small Very Small (>10,000) (3,000-9,999) (1,000-2,999) (<999) Average 20.75% 25.68% 23.22% 22.53% A >29.82% >41.45% >34.47% >35.23% B 20.75%-29.82% 23.96%- 23.22%- 22.53%- 41.45% 34.47% 35.23% C 11.68%-20.75% 6.47% - 11.97%- 9.83%-22.53% 23.96% 23.22% D <11.68% <6.47% <11.97% <9.83%
  20. 20. Practical lessons learned 20 • Content and messaging matter • Ideal frequency and consistency
  21. 21. Lessons learned: Messaging 21 Avoid • Formal tone • Impersonal voice • Long copy
  22. 22. Messaging 22 Tragedy • High Engagement Fan Page • Low Engagement Fan Page
  23. 23. Messaging 23 Personal Highlight• High Engagement Fan Page • Low Engagement Fan Page
  24. 24. Frequency 24 • Posting too much • Posting too little Admin Posts per Day School Size Large Medium Small Very Small High 2.27 1.98 1.74 1.4 Engagement Frequency Low .43 .17 .15 .07 Engagement Frequency Ideal 2-3 1-3 1-2 1-2 Frequency Range
  25. 25. 7-Step Action Plan 251. Analyze what you have • Content/channels • Team/Resources • Audience • Integration with other channels2. Develop goals (based on institution and available resources)3. Develop strategy based on audience4. Build audience5. Test/refine content • Gather new data6. Survey matriculants7. Iterate
  26. 26. Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the Social Space✚Q & A
  27. 27. Regis and Facebook 27 Social Media Committee • University • Three Colleges • Alumni • Athletics • Student Activities
  28. 28. Regis and Facebook 28 Social Media Committee • 23,662 fans • Ability to segment content • Different content strategies
  29. 29. Regis and Facebook 29 Today. • EdgeRank • Organic post reach • Engagement remains steady • Content is king • Engagement > Fans
  30. 30. Regis and Facebook 30 A Brand Moment…
  31. 31. Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the Social Space✚Q & A
  32. 32. Beyond Facebook 32 User Generated Content
  33. 33. Beyond Facebook 33 #thisisregis
  34. 34. Beyond Facebook 34
  35. 35. Agenda✚Introductions✚Social Media in Higher Education✚Measuring performance on Facebook✚Facebook in action✚Exploring the Social Space✚Q & A
  36. 36. Q&A 36 Questions Answers
  37. 37. Connect 37 Chris Tyburski ✚chris.tyburski@twgplus.com ✚973.985.6660 Mike DelliVeneri ✚mdelliveneri@regis.edu ✚303.964.6457

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