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Social Media and Higher Education

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Social Media and Higher Education

  1. 1. SOCIAL MEDIA <ul><li>How it can impact higher education </li></ul><ul><li>in a positive way. </li></ul>October 2, 2009 Blake Rutherford Director of Public Communications presented by:
  2. 2. <ul><li>Full service advertising agency </li></ul><ul><ul><li>Marketing and paid advertising development </li></ul></ul><ul><ul><li>Public communications team </li></ul></ul><ul><ul><li>Digital strategy </li></ul></ul><ul><ul><li>Media buying and planning </li></ul></ul><ul><ul><li>360 Filmworks </li></ul></ul><ul><ul><li>Social media consultancy </li></ul></ul><ul><li>25 years in business </li></ul><ul><li>Offices in Little Rock and Chicago </li></ul><ul><li>Portfolio of international, national, regional and state clients </li></ul>About Stone Ward
  3. 3. WHAT IS SOCIAL MEDIA?
  4. 4. Creating. Sharing. Influencing. People are the most powerful force on the Internet. Social Media
  5. 5. Creating conversations online with like-minded people. Social Media
  6. 6. Life is now an open book. Social Media
  7. 7. FACTS
  8. 8. There are over 300 million social network users in the world. Facebook, September 2009
  9. 9. Facebook users spent an average of 4 hours, 39 minutes on the social network in June. Nielsen
  10. 10. 412.3 years = time it would take to view all the material on YouTube . Digital Ethnography, Kansas State University, March 17, 2008
  11. 11. Ten hours of video is uploaded to YouTube every minute . YouTube, July 2009
  12. 12. 94.1 million US blog readers. 22.6 million US bloggers. Technorati State of the Blogosphere 2008
  13. 13. In June 2009, the average Internet user spent 65+ hours online. Nielsen Online, June 2009
  14. 14. 40% of the time people spend online is on pages created by users (blogs, social networks, etc.). Rooley Eliezergy, Gigy, iCitizen Conference, May 2008
  15. 15. More than 25% of the search results on Google for the world’s largest brands are consumer generated content . Nielsen Buzz Metrics
  16. 16. Time spent on social networks and blogs is growing three times faster than overall Internet rate. Nielsen Online, March 2009
  17. 17. One in four U.S. online adults want to see discussion forums from brands they like. Forrester 2009
  18. 18. 86% of consumers read online product reviews before making purchase decisions. Kudzu.com survey of 600 users, December 2008
  19. 19. The most trusted source for information about a company is still “people like me” (47%). Edelman Trust Barometer, December 2008
  20. 20. In August, Twitter had more than 23 million unique visitors , compared to eight million visitors in February. Mashable.com
  21. 21. In June, Twitter users spent an average of 31 minutes, 17 seconds on the site. Nielsen
  22. 22. WHO IS YOUR AUDIENCE?
  23. 23. Generation Viral Digital Target Based on demonstrated achievement, accomplishments and increasing preference for digital media channels. They want to discover information, build knowledge and share insights .
  24. 24. HOW ARE THEY COMMUNICATING?
  25. 25. Old Brand Communications
  26. 26. New Brand Communications
  27. 27. WHAT ARE THE SOCIAL MEDIA TOOLS? (and these are NOT strategies)
  28. 28. Content is the new currency. This is our new water cooler. - Twitter user Any chance the blog bubble will burst? The simple answer: No. - Business Week The new resume is 140 characters or less. - Amanda Mooney, looking for a job The blogs you want to read have voice...you need to sound alive. The writing must have passion, or no one will care. - Haley’s Comment
  29. 29. Social Tools How they are connecting : Where they are talking : Where they save & share : Where they searching : What engages them: How do they know about it:
  30. 30. WHY IS UNDERSTANDING THIS NETWORK IMPORTANT FOR YOU?
  31. 31. Research-gathering mechanism Identification of who is leading the discussion Marketing strategies around social media Managing online reputations Uses for Social Media
  32. 32. WHAT SHOULD YOU LOOK OUT FOR WHEN USING SOCIAL MEDIA?
  33. 33. <ul><li>Never mistake us for the average consumer. </li></ul><ul><li>Reason most viral fails: the message isn’t simple . </li></ul><ul><li>Set expectations : Office Max made 100 million elves, but same store sales dropped 7%. How will the efforts be measured ? </li></ul><ul><li>Honesty and transparency are the best policies. Spin doctors have no clout in this game. </li></ul>Warnings
  34. 34. HOW CAN YOU USE SOCIAL MEDIA?
  35. 35. Understand what your customers & media are saying about you. Engage online influencers and customers. Understand the needs and wants of your customer. Build brand buzz and manage your reputation. Using Social Media 1 2 3 4
  36. 36. What to look for: How does our audience talk about the brand? What is their core definition of who the brand is? What other interests to do they share? How do they use social media? Understand What Students, Parents, Alumni & Media Are Saying 1 POSITIVE BUY ONE BUY LOTS NEGATIVE Goal
  37. 37. Know your audience. Be transparent and relevant to them. Stay on message. Keep the conversation going. Engage Your Online Audiences 2
  38. 38. Understand the Wants & Needs of Your Customers 3 Product Idea CONSUMER Traditional Approach Where agencies enter... to talk to the consumer. Product Development Product Package Market Strategy Story
  39. 39. 3 Product Idea Product Development Product Package Market Strategy Story CONSUMER Social Approach Where agencies should enter... to listen to the consumer here. to engage the consumer here, so the consumer has ownership here. Understand the Wants & Needs of Your Customers
  40. 40. Listen to and talk through social media as part of your overall communications strategy. Build Brand Buzz and Manage Your Reputation 4 Find windows into what influencers are saying before the story reaches a mass audience. Empower brand trustees who know the mediums and speak passionately. Plan ahead by establishing a credible online consumer voice. Know your online networks and how communication is taking place. Develop creative initiatives to engage an online audience.
  41. 41. HOW SOCIAL MEDIA CAN HELP YOU.
  42. 42. <ul><li>Research and Analysis </li></ul><ul><ul><li>How are you being portrayed today? </li></ul></ul><ul><ul><li>What is the competition doing? </li></ul></ul><ul><li>Strategic Development </li></ul><ul><ul><li>What are we trying to achieve? </li></ul></ul><ul><ul><li>How are we going to accomplish our goals? </li></ul></ul><ul><li>Digital Execution </li></ul><ul><ul><li>What properties and presences do we need to create? </li></ul></ul><ul><li>Online Reputation Management & Media Relations </li></ul><ul><ul><li>How do we ensure that we know what is being said about us? </li></ul></ul><ul><ul><li>Do we have a response plan in place? </li></ul></ul><ul><li>Sophisticated Measurement Metrics & Reporting </li></ul><ul><ul><li>How do we know what’s working and what is not? </li></ul></ul>How Social Media Can Help You
  43. 43. WHAT ARE THE STRATEGIES?
  44. 44. <ul><li>Information Gathering </li></ul><ul><li>How is your campus being presented here? </li></ul>YourCampus360 http://www.yourcampus360.com The University Review http://www.theuniversityreview.com/ YouTube http://www.youtube.com/edu StuVu http://www.stuvu.com/ The College Blog Network http://wwwthecollegeblognetwork.com Rate My Professors http://www.ratemyprofessors.com/ Campus Buddy http://campusbuddy.com Communiversity http://www.communiversity.com Unigo http://www.unigo.com College Prowler http://www.collegeprowler.com
  45. 45. Information Sharing and Promotion <ul><li>Showcase student and faculty work </li></ul><ul><li>Provide a platform to broadcast events </li></ul><ul><li>Emergency notifications </li></ul><ul><li>Connect students, faculty and alumni </li></ul><ul><li>Circumvent the traditional PR process to get your message out </li></ul><ul><li>Create dialogue between students and your larger community </li></ul><ul><li>Teaching </li></ul><ul><li>Administration (course registration, campus maps) </li></ul>
  46. 46. WHO IS BEING EXCELLENT IN THE SOCIAL MEDIA SPACE?
  47. 47. Who is being excellent in the social media space? <ul><li>University of Minnesota </li></ul><ul><li>Twitter: @UMNews </li></ul><ul><ul><li>2,900 followers </li></ul></ul><ul><li>YouTube: Youtube.com/umn </li></ul><ul><ul><li>1,700 subscribers </li></ul></ul>
  48. 48. Who is being excellent in the social media space? <ul><li>Stanford University </li></ul><ul><li>Director of Internet Media Outreach </li></ul><ul><li>Facebook fan page: Facebook.com/Stanford </li></ul><ul><ul><li>38,000 fans </li></ul></ul><ul><li>YouTube </li></ul><ul><li>Twitter: @Stanford </li></ul><ul><li>iPhone application </li></ul><ul><ul><li>Allows students to register for classes, view campus maps and find other iphone classmates on campus </li></ul></ul>
  49. 49. Who is being excellent in the social media space? <ul><li>Vanderbilt University </li></ul><ul><li>Live Webcast of commencement </li></ul><ul><li>Create a page on their Web site to aggregate tweets </li></ul><ul><li>#vu2009 </li></ul>
  50. 50. Who is being excellent in the social media space? <ul><li>University of Michigan </li></ul><ul><li>Facebook fan page </li></ul><ul><ul><li>59,116 fans </li></ul></ul><ul><ul><li>Custom url: </li></ul></ul><ul><li>http://www.facebook.com/universityofmichigan </li></ul><ul><ul><li>photos, videos, events, causes favorites, press releases and other newsworthy information </li></ul></ul>
  51. 51. Who is being excellent in the social media space? <ul><li>University of Texas </li></ul><ul><li>Longhorn Confidential </li></ul><ul><ul><li>Student blogs about campus life </li></ul></ul><ul><ul><li>2 students in each class </li></ul></ul><ul><li>http://www.utexas.edu/inside_ut/lconf/ </li></ul>
  52. 52. Who is being excellent in the social media space? <ul><li>University of North Carolina </li></ul><ul><li>YouTube: </li></ul><ul><li>http://www.youtube.com/user/UNCchapelhill </li></ul><ul><ul><li>Videos sorted by topic </li></ul></ul><ul><ul><li>Use it as a teaching tool </li></ul></ul>
  53. 53. http://www.slideshare.net/blakerutherford @blakerutherford

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