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Advanced Social Media Techniques CBMI 2014


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Slidedeck for presentation at SACUBO's College Business Management Institute, July 2014.

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Advanced Social Media Techniques CBMI 2014

  1. 1. Advanced Social Media Techniques in Higher Education Christopher S. Rice, Ph.D.
  2. 2. Christopher S. Rice, Ph.D. Futurist | Social Technology Strategist
  3. 3. @ricetopher ! #cbmi
  4. 4. CBMI14 Resources for this presentation can be found at:
  5. 5. (cc) 2005 Flickr user ocherdraco. Some Rights Reserved.
  6. 6. What would a Social University look like? image (cc) 2008 Flickr user publicmind. Some Rights Reserved.
  7. 7. The ! ! Revolution
  8. 8. Like: An expression of interest or support for a Status or Page. ! Friend: a mutual connection conferring a number of timeline read/write benefits. ! Status: a brief message and/or photo shared with one’s Friends or a Page, with varying levels of privacy ! Timeline: a reverse chronological listing of a user or Page’s Status updates, photos, videos, links or events. SocialMediaVocabulary
  9. 9. ỦUeWeDr Edgerank is NOT your friend Affinity Score between viewing user and edge creator Weight for Edge Type (create, connect, like, tag, etc.) Time decay factor (based in how long ago Edge was created)
  10. 10. Source:“Coming and Going on Facebook,” February 2013. Pew Internet & American Life Project.
  11. 11. Source:“Coming and Going on Facebook,” February 2013. Pew Internet & American Life Project.
  12. 12. Facebook is for Photos
  13. 13. •Shorter posts get more engagement •Ask questions •Throttle back on the posting frequency •Add photos to your status updates •Connect your Facebook activity to email and other channels SocialMediaProTip
  14. 14. (cc) 2010 Flickr user DJ Lein Twitter
  15. 15. What’s a ! ! and why do I want one?
  16. 16. Tweet: A text-based message of 140 characters or less. Username, Mentions, Hashtags & Links count toward this total. ! Mention: Referring to another Twitter user by Username, preceded by the @ symbol. ! Hashtag: a brief search term/ keyword preceded by a # symbol. Allows people to hold a conversation on Twitter w/out a Follow relationship. SocialMediaVocabulary
  17. 17. Timeline: a reverse chronological listing of Tweets by Twitter users you follow. ! Follow: To subscribe to a Twitter user’s messages. Twitter uses an asymmetrical follower model. ! Retweet: To share another user’s Tweet to your Followers. This can be done with or without adding commentary to the Tweet. SocialMediaVocabulary
  18. 18. The Horror of the Backchannel!
  19. 19. RT ’ing is good for you
  20. 20. #
  21. 21. #McDstories #NBCfail Lesson #1: You Are Not in Control of Hashtags
  22. 22. Lesson #2: Choose Your Hashtags Carefully
  23. 23. •Spread your Tweets out over the day. About 3-4/day seems optimal. •Don’t use Twitter as a broadcast channel. It works best as a conversational tool. •Mix in lots of @ and RT Tweets (leave some room for an RT @username) •Just talk about your institution or your brand. Spread your love and appreciation for your community SocialMediaProTip
  24. 24. •Personalize your Retweets by adding fun commentary or asking a question of your Followers. •Think about adding photos and videos to increase engagement. •Be sure to check Trending Topics and see if any of them are opportunities for (sensible) engagement. •It’s okay to repeat Tweets during the day or the week, or even to re-share a link in a differently worded Tweet. SocialMediaProTip
  25. 25. (cc) 2008 Flickr user EdYourdon Student Blogging
  26. 26. We Are IUCompendium ~ $60k/year
  27. 27. Hopkins Interactive
  28. 28. (cc)2006Flickrusercambodia4kidsorg
  29. 29. Instagram
  30. 30. Instagram Photos by Instagram user @uofmichigan
  31. 31. Instagram shares nicely through other channels like Facebook, Twitter, Tumblr and Pinterest SocialMediaProTip
  32. 32. 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
  33. 33. interested? Are you
  34. 34. Image Source:
  35. 35. Image Source:
  36. 36. Pin: A visual bookmark, linking back to the original content. Can include text commentary. ! Board: A collection of pins, organized by a common theme or topic. ! Like: An expression of interest or support for a Pin or Board. ! Follow: To subscribe to a user’s Board or Pins. ! Re-Pin: To Pin another user’s Pin to your Board SocialMediaVocabulary
  37. 37. Great for Driving Traffic to your existing sites
  38. 38. Duke University
  39. 39. Drake University
  40. 40. Drake University
  41. 41. Tips for Pinterest Success •Add a “Pin It” Button to your web pages and encourage “re-pinning” (yes, another button/chiclet) •Think Story/Theme FIRST! •Don’t be afraid to thin-slice your target segments •Share items/topics beyond institutional activities •You don’t have to follow, but you should “re- pin” items from students and student orgs
  42. 42. From 0 to meme in 7 minutes...
  43. 43. Google Hangouts (cc)2012FlickruserRichardSchwier!
  44. 44. Google Hangouts •Generate Useful Content Before, During and After the Hangout. •Book ‘em like Jay Leno •Think tight structure •Market, market, market! •Cross the Streams!
  45. 45. Snapchat
  46. 46. (cc) 2012 Flickr user flickingerbrad Social Media is going mobile: What’s your plan?
  47. 47. of adults 18-24 use Twitter on their mobile device. 22% Source: “Twitter Use 2012,” May 2012. Pew Internet & American Life Project.
  48. 48. of online African-Americans use Twitter on their mobile device. 17% Source: “Twitter Use 2012,” May 2012. Pew Internet & American Life Project.
  49. 49. mobile Facebook users, an increase of 67% year- over-year. 543 millionSource: Facebook Quarterly Earnings report, July 2012
  50. 50. ImageSource:“Howmobiledevicesarechangingcommunityinformationenvironments,” March2011.PewInternetProject&theProjectforExcellenceinJournalism.
  51. 51. ImageSource:“Howmobiledevicesarechangingcommunityinformationenvironments,” March2011.PewInternetProject&theProjectforExcellenceinJournalism.
  52. 52. ImageSource:“Americansandtheircellphones,”August2011.PewInternet& AmericanLifeProject.
  53. 53. “Mobile accessibility and compatibility is now expected, not a ‘would be nice’ feature.” Rachel Reuben Assoc. V.P. Marketing Communications Ithaca College Source:
  54. 54. Getting Geosocial
  55. 55. Foursquare Swarm
  56. 56. Field Trip
  57. 57. Ingress
  58. 58. (cc) 2013 Flickr user [apple]rom (cc) 2013 Flickr user mrtruffle
  59. 59. Boston University
  60. 60. WKU2K15
  61. 61. •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 SocialMediaProTip
  62. 62. QR Codes
  63. 63. Project Ingeborg
  64. 64. 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
  65. 65. (cc)2009FlickruserDanieVDM (cc)2011Flickruserbksutherland Augmented Reality
  66. 66. Queensland University of Technology
  67. 67. How do I develop a social media plan?
  68. 68. Strategy Why are you using social media? Strategy How will you know you are successful? Tactical What tools will you use (& why)? Analytics How will you measure your activities (tools & process)? Team/Management Who will be responsible for these activities? Social Media Strategy: Questions You Should Ask Before Beginning
  69. 69. (cc)2012FlickruserEllBrown What are your goals?
  70. 70. (cc) 2007 Flickr user BOLTandK2 What are you comfortable with?
  71. 71. What’s your Institutional Brand?
  72. 72. 4 levels of social media action
  73. 73. Broadcasting Information
  74. 74. Listening (Can you hear me now?) (cc) 2009 Flickr user Beverly & Pack
  75. 75. Engage (cc) 2011 Flickr user Khalid Albaih. Some Rights Reserved.
  76. 76. Facilitation (cc)2012Flickrusermenlopics.SomeRightsReserved.
  77. 77. Best Practices: Tips, Tricks & Guidelines
  78. 78. Create a Content Hub (cc) 2006 Flickr user ndrwfgg. Some Rights Reserved
  79. 79. Have a Dedicated Landing Page
  80. 80. •Limit the number of platforms you use •Be deliberate •Keep consistent usernames •Consistent Avatar •Keep consistent branding SocialMediaProTip
  81. 81. (cc) 2010 Flickr user C!... Some rights reserved. Share your content (and make it sharable)
  82. 82. (cc) 2010 Flickr user lisaclarke. Some rights reserved. Establish a Routine (and stick to it!)
  83. 83. Automation is your friend (but remember to be human) (cc) 2012 Flickr user pasukaru76. Some Rights Reserved.
  84. 84. Listen First... (cc) 2009 Flickr user Beverly & Pack ...and then ask questions
  85. 85. Consider using a monitoring/ efficiency tool like Hootsuite, TweetDeck or Buffer SocialMediaProTip
  86. 86. (cc) 2009 Flickr user torkildr Analytics are critical
  87. 87. Do you have a Social Media War Room?
  88. 88. Give your students a good reason to follow you. (cc) 2012 Flickr user jjjj56cp. Some rights reserved.
  89. 89. (cc) 2010 Flickr user claylo. Some rights reserved. Reward your community mavens (a little goes a long way)
  90. 90. Build a network of relationships (cc) 2009 Flickr user Coffeeshopchat (cc) 2005 Flickr user ciro@tokyon
  91. 91. Encourage Positive Deviants
  92. 92. Design for Personas (cc)2012FlickrUserdazjohnson! ‘
  93. 93. Cross the streams!
  94. 94. University of Michigan
  95. 95. University of Michigan
  96. 96. University of Kentucky
  97. 97. Photo (c) 2013 ESPN University of Kentucky
  98. 98. Don’t get too attached to any one social media platform R.I.P. MySpace 2003-2011 (cc)2007Flickruserthurdl01.SomeRightsReserved.
  99. 99. (cc) 2008 Flickr user PhotoJonny “So, how do I know which tools to use?”
  100. 100. (cc) 2008 Flickr user PhotoJonny •Feature Sets •How well does it fit with our existing system? •Popularity among students •Future-proofing How do I know which tools to use?
  101. 101. Source: “2014 E-Recruitment Practices Report”!
  102. 102. Understand Your Student Social Media Lifecycle Facebook( Twi,er( Pinterest(Google+( LinkedIn(
  103. 103. How social do you want to be? (cc) 2007 Flickr user Orin Zebest
  104. 104. Questions & Discussion
  105. 105. ! @ricetopher ! Thanks!