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Advanced Social Media Techniques CBMI 2013

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Slide deck for my Advanced Social Media Techniques for Higher Education, delivered at the SACUBO College Business Management Institute, August 1, 2013.

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Advanced Social Media Techniques CBMI 2013

  1. 1. Success starts here! Advanced Social Media Techniques in Higher Education Christopher S. Rice, Ph.D.
  2. 2. Poll Question #1 http://www.polleverywhere.com/ christopherrice
  3. 3. Christopher S. Rice, Ph.D. Futurist | Social Technology Strategist
  4. 4. @ricetopher #cbmi
  5. 5. christopherscottrice.com/ CBMI13 Resources for this presentation can be found at:
  6. 6. Poll Question #2 http://www.polleverywhere.com/ christopherrice
  7. 7. Poll Question #3 http://www.polleverywhere.com/ christopherrice
  8. 8. Poll Question #4 http://www.polleverywhere.com/ christopherrice
  9. 9. “Failing to plan is planning to fail.” Why should I have a social media plan?
  10. 10. say social media is more efficient than traditional media in reaching their target audience 33% Source: Higher Ed Documents Social Media ROI: New Communications Tools Are a Game Changer. Society for New Communications Research, July 2012.
  11. 11. of undergraduate admissions officers agree that social media is worth their investment. 92% Source: Higher Ed Documents Social Media ROI: New Communications Tools Are a Game Changer. Society for New Communications Research, July 2012.
  12. 12. plan to increase their investment in social media in the next year 86% Source: Higher Ed Documents Social Media ROI: New Communications Tools Are a Game Changer. Society for New Communications Research, July 2012.
  13. 13. report that these tools have changed the way they recruit. 78% Source: Higher Ed Documents Social Media ROI: New Communications Tools Are a Game Changer. Society for New Communications Research, July 2012.
  14. 14. Poll Question #5 http://www.polleverywhere.com/ christopherrice
  15. 15. Source: Higher Ed Documents Social Media ROI: New Communications Tools Are a Game Changer. Society for New Communications Research, July 2012. 0% 12.5% 25% 37.5% 50% 2009-10 2010-11 2011-12 Percentage of schools with a written social media policy: 32% 44% 49%
  16. 16. Poll Question #6 http://www.polleverywhere.com/ christopherrice
  17. 17. Source: Higher Ed Documents Social Media ROI: New Communications Tools Are a Game Changer. Society for New Communications Research, July 2012. 0% 20% 40% 60% 80% 2009-10 2010-11 2011-12 Percentage of schools monitoring mentions of school’s name and other relevant online brand conversation: 73% 68% 47%
  18. 18. How do I develop a social media plan?
  19. 19. 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?
  20. 20. (cc)2012FlickruserEllBrown http://www.flickr.com/photos/ell-r-brown/7006746407/ What are your goals?
  21. 21. (cc) 2007 Flickr user BOLTandK2 http://www.flickr.com/photos/28529353@N05/2934439189/ What are you comfortable with?
  22. 22. What’s your Institutional Brand?
  23. 23. Poll Question #7 http://www.polleverywhere.com/ christopherrice
  24. 24. Best Practices: Tips, Tricks & Guidelines
  25. 25. Create a Content Hub (cc) 2006 Flickr user ndrwfgg. Some Rights Reserved
  26. 26. •Limit the number of platforms you use •Be deliberate •Keep consistent usernames •Consistent Avatar •Keep consistent branding ProTip:
  27. 27. Poll Question #8 http://www.polleverywhere.com/ christopherrice
  28. 28. Have a Dedicated Landing Page
  29. 29. (cc) 2010 Flickr user C!... Some rights reserved. Share your content (and make it sharable)
  30. 30. (cc) 2010 Flickr user lisaclarke. Some rights reserved. Establish a Routine (and stick to it!)
  31. 31. Automation is your friend (but remember to be human) (cc) 2012 Flickr user pasukaru76. Some Rights Reserved.
  32. 32. Listen First... (cc) 2009 Flickr user Beverly & Pack ...and then ask questions
  33. 33. ProTip: Consider using a monitoring/ efficiency tool like Hootsuite, TweetDeck or Buffr
  34. 34. Tweriod + Buffer FREE
  35. 35. Do you have a Social Media War Room?
  36. 36. Give your students a good reason to follow you. (cc) 2012 Flickr user jjjj56cp. Some rights reserved.
  37. 37. (cc) 2010 Flickr user claylo. Some rights reserved. Reward your community mavens (a little goes a long way)
  38. 38. Build a network of relationships (cc) 2009 Flickr user Coffeeshopchat (cc) 2005 Flickr user ciro@tokyon
  39. 39. Encourage Positive Deviants
  40. 40. Cross the streams!
  41. 41. University of Michigan
  42. 42. Don’t get too attached to any one social media platform R.I.P. MySpace 2003-2011 (cc)2007Flickruserthurdl01.SomeRightsReserved.
  43. 43. (cc) Flickr user Chris Shiflett Avoid “Creepy Treehouse” Syndrome
  44. 44. (cc)2007Flickruseruncleboatshoes
  45. 45. levels of social media action4
  46. 46. Broadcasting Information
  47. 47. Listening (Can you hear me now?) (cc) 2009 Flickr user Beverly & Pack
  48. 48. Engage (cc) 2011 Flickr user Khalid Albaih. Some Rights Reserved.
  49. 49. Facilitation (cc)2012Flickrusermenlopics.SomeRightsReserved.
  50. 50. Poll Question #9 http://www.polleverywhere.com/ christopherrice
  51. 51. (cc) 2008 Flickr user PhotoJonny “So, how do I know which tools to use?”
  52. 52. Poll Question #10 http://www.polleverywhere.com/ christopherrice
  53. 53. How do I know which tools to use? •Feature Sets •How well does it fit with our existing system? •Popularity among students •Future-proofing (cc)2005FlickruserStitch
  54. 54. Understand Your Student Social Media Lifecycle Facebook( Twi,er( Pinterest(Google+( LinkedIn(
  55. 55. Building an Invite-Only, Private Community Are you really sure you want to do this?
  56. 56. Advantages to a Private Community •Secure space for private and semi-public student engagement •Fewer FERPA worries •More Institutional Control/ Ownership
  57. 57. 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?
  58. 58. University of Kentucky
  59. 59. Poll Question #11 http://www.polleverywhere.com/ christopherrice
  60. 60. (cc) 2008 Flickr user EdYourdon Student Blogging
  61. 61. We Are IU Compendium ~ $60k/year
  62. 62. Hopkins Interactive
  63. 63. (cc)2006Flickrusercambodia4kidsorg
  64. 64. Poll Question #12 http://www.polleverywhere.com/ christopherrice
  65. 65. The Revolution
  66. 66. Source:“Coming and Going on Facebook,” February 2013. Pew Internet & American Life Project.
  67. 67. Source:“Coming and Going on Facebook,” February 2013. Pew Internet & American Life Project.
  68. 68. Facebook is for Photos
  69. 69. (cc)2009Flickruserwoohoo_megoohttp://www.flickr.com/photos/themegster/3363714747/ Twitter
  70. 70. What’s a and why do I want one?
  71. 71. 140
  72. 72. ImageSource:“TwitterUse2012,”May2012.PewInternet&AmericanLifeProject.
  73. 73. of adults 18-24 are Twitter users. 31% Source: “Twitter Use 2012,” May 2012. Pew Internet & American Life Project.
  74. 74. of online African-Americans use Twitter. 13% use it on a typical day. 28% Source: “Twitter Use 2012,” May 2012. Pew Internet & American Life Project.
  75. 75. Image Source:“Twitter Use 2012,” May 2012. Pew Internet & American Life Project.
  76. 76. The Horror of the Backchannel!
  77. 77. RT ’ing is good for you
  78. 78. #
  79. 79. #McDstories #NBCfail Lesson #1: You Are Not in Control of Hashtags
  80. 80. Lesson #2: Choose Your Hashtags Carefully
  81. 81. DON’T: Bunch up your Tweets DO: Spread Tweets out, 3-4 times/day
  82. 82. DON’T: Just use your Tweetstream as a broadcast channel DO: Mix in lots of @ and RT Tweets
  83. 83. Don’t be “That Guy.” DON’T: Just talk about your institution or your brand DO: Spread your love and appreciation for your community
  84. 84. interested? Are you
  85. 85. Image Source: http://heidicohen.com/pinterest-tactics-to-maximize-effectiveness-research/
  86. 86. Image Source: http://heidicohen.com/pinterest-tactics-to-maximize-effectiveness-research/
  87. 87. Duke University
  88. 88. Drake University
  89. 89. Drake University
  90. 90. 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
  91. 91. Instagram
  92. 92. (c)2012ChristopherS.Rice
  93. 93. Instagram Photos by Instagram user @uofmichigan
  94. 94. 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
  95. 95. (cc) 2008 Flickr user elvenenoo2.0 Prepare for Coming Changes!
  96. 96. Social Media is going mobile: What’s your plan?
  97. 97. of adults 18-24 use Twitter on their mobile device. 22% Source: “Twitter Use 2012,” May 2012. Pew Internet & American Life Project.
  98. 98. of online African-Americans use Twitter on their mobile device. 17% Source: “Twitter Use 2012,” May 2012. Pew Internet & American Life Project.
  99. 99. mobile Facebook users, an increase of 67% year- over-year. 543 millionSource: Facebook Quarterly Earnings report, July 2012
  100. 100. ImageSource:“Howmobiledevicesarechangingcommunityinformationenvironments,” March2011.PewInternetProject&theProjectforExcellenceinJournalism.
  101. 101. ImageSource:“Howmobiledevicesarechangingcommunityinformationenvironments,” March2011.PewInternetProject&theProjectforExcellenceinJournalism.
  102. 102. ImageSource:“Americansandtheircellphones,”August2011.PewInternet& AmericanLifeProject.
  103. 103. Getting Geosocial
  104. 104. ImageSource:“Three-quartersofsmartphoneownersuselocation-basedservices,” May2012.PewInternet&AmericanLifeProject.
  105. 105. ImageSource:“Three-quartersofsmartphoneownersuselocation-basedservices,” May2012.PewInternet&AmericanLifeProject.
  106. 106. Image Source:“Three-quarters of smartphone owners use location-based services,” May 2012. Pew Internet & American Life Project.
  107. 107. ImageSource:“Three-quartersofsmartphoneownersuselocation-basedservices,” May2012.PewInternet&AmericanLifeProject.
  108. 108. ImageSource:“Three-quartersofsmartphoneownersuselocation-basedservices,” May2012.PewInternet&AmericanLifeProject.
  109. 109. ImageSource:“Three-quartersofsmartphoneownersuselocation-basedservices,” May2012.PewInternet&AmericanLifeProject.
  110. 110. Boston University
  111. 111. WKU2K15
  112. 112. ProTips: •What makes it so important to connect with the physical environment? •Build with that in mind. •Vendor partners are critical (e.g., foursquare and SCVNGR) •Educate early and often
  113. 113. QR Codes
  114. 114. Project Ingeborg
  115. 115. Ideas for QR Codes •Self-Guided Campus Walking Tour •Links to your social media presences in print materials •Scavenger Hunt •Surveys (keep them short!) •Links to office hours, contact info, social media presences at physical locations •Nutrition/Exercise Info at the Food Court
  116. 116. (cc)2009FlickruserDanieVDM (cc)2011Flickruserbksutherland Augmented Reality
  117. 117. Queensland University of Technology
  118. 118. How social do you want to be? (cc) 2007 Flickr user Orin Zebest
  119. 119. Poll Question #13 http://www.polleverywhere.com/ christopherrice
  120. 120. Poll Question #14 http://www.polleverywhere.com/ christopherrice
  121. 121. Questions & Discussion
  122. 122. chris@christopherscottrice.com @ricetopher christopherscottrice.com Thanks!

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