Social Media Summit - Iowa State University


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Social media marketing presentation for Iowa State University. Thanks to the questions and comments from 150+ people attending that made this a special time in Ames.

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Social Media Summit - Iowa State University

  1. 1. Social Media Summit Iowa State University Ames, IA 3 December 2009
  2. 2. Who is Bob Johnson, Ph.D.? <ul><li>Higher education marketing since 1980s </li></ul><ul><li>Owner… Bob Johnson Consulting, LLC </li></ul><ul><li>Partner w/Gerry McGovern at Customer Carewords, Ltd </li></ul><ul><li>“ Your Higher Education Marketing Newsletter” (email newsletter) </li></ul><ul><li>“ Bob Johnson’s Blog on Higher Education Marketing” </li></ul><ul><li>Twitter, LinkedIn, Facebook user </li></ul>
  3. 3. What does this mean? <ul><li>25% of 2009 freshmen report using Facebook to help make their college choice </li></ul>
  4. 4. YouTube, Flickr, Twitter for Ford…
  5. 5. ► Critical point to start… <ul><li>The website is your most important online marketing tool… </li></ul><ul><li>Fixing broken links and dated content is more important than social media </li></ul>
  6. 6. The Social Media “Groundswell”… <ul><li>“ A social trend in which people use technology to get the things they need from each other , ◄ rather than from traditional institutions like corporations.” </li></ul><ul><ul><ul><li>Groundswell, Harvard Business Press, 2008 </li></ul></ul></ul><ul><li>What’s in the Groundswell… </li></ul><ul><ul><li>Facebook and MySpace </li></ul></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Rate My Professor </li></ul></ul><ul><ul><li>Twitter and LinkedIn </li></ul></ul>
  7. 7. 2 new social media mistakes… ....
  8. 8. Social media… a really big world
  9. 9. Social Media site traffic… Nov 21, 2009 <ul><li>1. Facebook 46.09% </li></ul><ul><li>2. MySpace 18.59% </li></ul><ul><li>3. YouTube 13.96% </li></ul><ul><li>4. Tagged 1.51% </li></ul><ul><li>5. Yahoo! Answers 1.13% </li></ul><ul><li>6.Twitter 1.06% </li></ul><ul><li>7. Yahoo! Profiles 0.81% </li></ul><ul><li>8. myYearbook 0.60% </li></ul><ul><li>9. Windows Live Home 0.51% </li></ul><ul><li>10. Meebo 0.50% </li></ul>
  10. 10. ► Most people are “spectators”… <ul><li>Re active participation… control expectations </li></ul><ul><li>How people 18 to 55+ use social media </li></ul><ul><ul><li>Creators…. 24% </li></ul></ul><ul><ul><li>Critics……… 37% </li></ul></ul><ul><ul><li>Collectors… 21% </li></ul></ul><ul><ul><li>Joiners…… 51% </li></ul></ul><ul><ul><li>Spectators… 73% ◄ </li></ul></ul><ul><ul><li>Inactives…… 18% </li></ul></ul><ul><ul><ul><li>Groups overlap… thus the high total percent </li></ul></ul></ul>
  11. 11. Is “Social Media” a marketing tool? <ul><li>Yes, but… </li></ul><ul><ul><li>Not a direct sales/recruitment tool </li></ul></ul><ul><ul><li>Social media allow potential students to listen to people talk about their experience with you </li></ul></ul><ul><ul><li>Social media allows people to ask questions about the value of your education and to get “experience answers” from your students and alumni </li></ul></ul><ul><ul><li>You can’t control social media discussions </li></ul></ul><ul><ul><li>You can monitor and influence them </li></ul></ul>
  12. 12. Three levels of marketing Alex Brown at Free Marketing Social media discussions, word-of-mouth, etc. Engagement Marketing Web 2.0, Facebook fan page, Twitter, YouTube, etc. Traditional Marketing Website 1.0, Advertising, PR, Special Events
  13. 13. Iowa State and social media… <ul><li>Many sites… </li></ul><ul><li>Activity varies greatly </li></ul>
  14. 14. Facebook… 500+ results Iowa State University………………….. Iowa State
  15. 15. YouTube… 2,150+ results Iowa State University……………………Iowa State
  16. 16. Twitter… 20 results Iowa State….…………………Iowa State University
  17. 17. In perspective… Starbucks & Iowa State <ul><li>Starbucks… </li></ul><ul><ul><li>Facebook fans in Nov… 1.5 million </li></ul></ul><ul><li>Iowa State </li></ul><ul><ul><li>Facebook fans in Nov… 11,785 </li></ul></ul><ul><li>Starbucks… </li></ul><ul><ul><li>Twitter followers in November… 536,049 </li></ul></ul><ul><li>Iowa State news </li></ul><ul><ul><li>Twitter followers in November… 1,861 </li></ul></ul>
  18. 18. Facebook… <ul><li>If you build it… </li></ul><ul><li>How many people will notice? </li></ul>
  19. 19. Iowa State on Facebook…
  20. 20. ► Increase Facebook audiences… <ul><li>Prominent link to Facebook from the entry page to your website section… don’t make them hunt </li></ul><ul><li>Include your Facebook link at end of individual email you send from your division </li></ul><ul><li>Add a FB icon to email newsletters </li></ul><ul><li>Get current students to talk about their Iowa State experiences, w/ links to videos, photos </li></ul><ul><ul><li>Select as you would student bloggers </li></ul></ul><ul><li>Viral marketing ◄ </li></ul><ul><ul><li>Goal: Fans of your fans will see the link on their FB pages and join as a result </li></ul></ul>
  21. 21. Encourage Facebook fans… <ul><li>Give your fans permission to… </li></ul><ul><ul><li>Post videos </li></ul></ul><ul><ul><li>Post photographs </li></ul></ul><ul><ul><li>Link from their updates </li></ul></ul><ul><li>If fans say something critical of you… </li></ul><ul><ul><li>Remember, this is “reality” marketing </li></ul></ul><ul><ul><li>In most cases, don’t remove the comment </li></ul></ul><ul><ul><li>Don’t answer right away… watch how other community members react ◄ </li></ul></ul><ul><ul><li>The best response comes from your supporters </li></ul></ul>
  22. 22. Doing Social Media at Iowa State <ul><li>Lessons from people who are doing it now… </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul>
  23. 23. Facebook…
  24. 24. Twitter…
  25. 25. Notes on ROI… <ul><li>Old style advertising: </li></ul><ul><li>“ I know 50% works, but I don’t know which 50%.” </li></ul><ul><li>Abandon what doesn’t get attention </li></ul>
  26. 26. Basic ROI points… <ul><li>Do you have measurable goals? </li></ul><ul><ul><li>Increase recruitment conversion? </li></ul></ul><ul><ul><li>Increase event registrations? </li></ul></ul><ul><ul><li>Increase annual fund contributions? </li></ul></ul><ul><ul><li>Increase sale of athletic gear? </li></ul></ul><ul><li>Do you know results before social media? </li></ul><ul><ul><li>Best to compare before & after results </li></ul></ul><ul><ul><li>Can you separate impact of other activities? </li></ul></ul>
  27. 27. Basic ROI points (continued)… <ul><li>Social media isn’t free… </li></ul><ul><ul><li>People resources to create content and monitor what’s happening… count hours spent on SM </li></ul></ul><ul><ul><li>Budget resources diverted from other activities </li></ul></ul><ul><ul><li>Change current activities with least ROI now </li></ul></ul><ul><li>Engagement isn’t a final ROI measure… </li></ul><ul><ul><li>Engagement is important </li></ul></ul><ul><ul><li>But engagement is not always the end goal </li></ul></ul>
  28. 28. Basic ROI points (continued)… <ul><li>Things you can track… </li></ul><ul><ul><li>Relative growth of fans (FB), followers (Twitter) and connections (LinkedIn) </li></ul></ul><ul><ul><li>Comments and questions from the community on Facebook </li></ul></ul><ul><ul><li>Link tracking from Facebook and Twitter posts </li></ul></ul><ul><ul><li>Views and comments on YouTube </li></ul></ul><ul><li>Special attention to tracking… </li></ul><ul><ul><li>Links to annual fund contribution pages </li></ul></ul><ul><ul><li>Links to inquiry and application forms </li></ul></ul>
  29. 29. ROI is an emerging skill…
  30. 30. Twitter… unrealized potential <ul><li>Twitter growth has slowed… </li></ul><ul><li>Tweet every day… </li></ul><ul><li>Multiple sites are fine… </li></ul>
  31. 31. To see higher ed follower growth … http:// /Universities ... Thanks to Barb Chamberlain
  32. 32. Bio to build brand… <ul><li>Good example… </li></ul><ul><ul><li>“ Saint Leo University is a leading provider of higher education to young adults, working adults, and military personnel looking to further their education.” </li></ul></ul><ul><li>Good example… </li></ul><ul><ul><li>“ UC Davis official undergrad admission updates, deadlines and interesting tidbits.” </li></ul></ul>
  33. 33. Check yourself against competitors…
  34. 34. Measuring influence at Klout… <ul><li>“ You have built a personal brand around your identity. There is a good chance that you work in social media or marketing but you might even be famous in real life. Being a persona is not just about having a ton of followers, to make it to the top right corner you need to engage with your audience. Make no mistake about it though, when you talk people listen.” </li></ul>
  35. 35. Another new metrics tool… <ul><li>How many of your followers you're really reaching </li></ul><ul><li>How quickly your network is growing (or shrinking!) </li></ul><ul><li>Who's dumping you </li></ul><ul><li>Who your most influential followers are, and how to reach them </li></ul><ul><li>Who else your followers are following </li></ul>
  36. 36. Qualitative analysis… <ul><li>“ TweetPsych uses two linguistic analysis algorithms (RID and LIWC) to build a psychological profile of a person based on the content of their tweets.” </li></ul><ul><ul><li>Cognitive content </li></ul></ul><ul><ul><li>Primordial, conceptual, emotional content </li></ul></ul><ul><ul><li>Sites like yours </li></ul></ul>
  37. 37. Integrated Marketing and Social Media Case Review: University of Phoenix Facebook… 22,878 fans Twitter… 1,860 followers LinkedIn… 3,085 alumni in 7 groups
  38. 38. From an obscure home page link…
  39. 39. Start people at the “Wall”… 8,678 fans on 21 May 2009… 22,000+ in November
  40. 40. ► Don’t fear “Discussions”… Where is my Pell Grant money ?
  41. 41. Getting personal on Twitter… @danportnoy has 1,375 followers
  42. 42. Building Brand on MySpace…
  43. 43. Building Brand on YouTube…
  44. 44. Building brand on LinkedIn… 1,926 alumni in May… 3,000+ in November
  45. 45. In the near future… <ul><li>Easier access to online locations… </li></ul><ul><li>One password open all your doors </li></ul>
  46. 46. Easier access to Internet locations… http:// / .......
  47. 47. The cost of getting started… (From Heather Mansfield at DIOSA Communications, ), spring 2009 <ul><li>Create initial sites on FB, MySpace, Twitter, FlickR, YouTube… $2,700 </li></ul><ul><li>Create sites only on FB, MySpace… $750 </li></ul><ul><li>Staff time allocation… 25% to 50% at start </li></ul>
  48. 48. The summary… 7 points <ul><li>People turn to social media for “real” information based on actual experience… </li></ul><ul><li>Promote your social media sites every day… </li></ul><ul><li>Social media won’t go away, individual sites may change importance… </li></ul><ul><li>You can’t control social media content… </li></ul><ul><li>Social media will become more integrated… </li></ul><ul><li>To measure ROI, set quantifiable goals </li></ul><ul><li>Experiment, then change </li></ul>
  49. 49. Keeping up to date…
  50. 50. Groundswell blog…
  51. 51. New book in 2010…
  52. 52. Especially for Facebook…
  53. 53. Mashable
  54. 54. Dave Evan’s Blog…
  55. 55. Pew Internet research reports…
  56. 56. Shameless self-promotion…
  57. 57. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Research for Online Marketing Success: