Colorado council social media presentation

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  • Over 500 schools, One year of posts
  • Over 500 schools, One year of posts
  • ReachEngagementActive / diversity
  • It’s about building a connection to campus
  • -even though lsrge schools don’t have $ they are more in-tune with what important to their audiece
  • Communications style
  • - No parallel between how students are feeling and how the institution is presenting it
  • ReachEngagementActive / diversity
  • ReachEngagementActive / diversity
  • 3,200 likes307 comments877 sharesBased upon the amount of people that this post reached – it had a 83% engagement rate
  • 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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