Boost awareness by finding new customers via word-of-mouth marketing. Social media marketing is word-of-mouth amplified through technology. When one of our members shares a some of our content (e.g., an issue of your newsletter, a blog post, or an event check-in), or talks about Skidmore on a social media site, that’s an endorsement and we didn’t have to lift a ﬁnger or spend any additional money. This introduces Skidmore to many more people than we’re currently connected to, and could bring new business, members, or donations our way. Popular and active – Facebook now has 901 million users!! In addition, Twitter claims 200 million registered users, LinkedIn has more than 100 million users, Google+ has 20 million users, 50 million people use Yelp, and Foursquare claims it has 10 million users worldwide (and growing). Point is, chances are good that many of our customers and members, or the people we want to reach, are using at least one social media site. But what’s even better is that the user’s are active! Facebook says that half of its users log in on any given day, and that users spend more than 500 billion minutes on the site each month. In addition, more than 700 billion pieces of content (web links, blog posts, photos, videos, etc.) are shared each month on Facebook. Similarly, Twitter claims that its users post 350 billion tweets every day. Yes, some people join social media sites just to listen and observe, but most do it to engage, converse, and participate.Instant feedback: Active users means you’re going to get your customers’ and members’ opinions (positive and negative) about everything — stories, events, etc. This gives us important real-time information to make changes or adjustments, or to put a bigger spotlight on things that are working. We can also use social media to detect trends. It’s essentially free market research! Two-way communication: Sites like Twitter and Facebook allow brands and institutions to more easily have a “conversation” (albeit a public one) with customers and members. We can see what they’re saying about us and can respond, and vice versa. Using tools like Twitter Search, we can quickly see any mentions of Skidmore or look up key terms related to Skidmore (faculty, admissions, etc.) and ﬁnd out what people are saying about them. There are real beneﬁts to responding, too. According to a 2011 InboxQ survey, almost 60% of respondents said they would be more likely to follow a business that answered them on Twitter, and 64% said they would be more likely to purchase from that business.Personal & professional: On Facebook, you can have two identities: one for you and one for your business. Facebook offers an option known as Pages, which are different from the standard Friend connections, and allow you to post messages just to people who “Like” your business or organization, keeping any personal information about you separate and contained to your proﬁle. Ubiquity: You don’t have to be at your computer to post to any of the major social media networks — in fact, quite often you don’t even have to be on a social media network at the time to post to one of them. For instance, you can post to your Twitter feed via a simple text message, or to Facebook by sending an email. Skidmore’s site has a Like or Tweet button on it, so all a reader has to do is click that and a link will show up in his newsfeed or Twitter stream. If you have a smartphone, there are applications that let you update your social networking sites on the go. Mobile phones now have cameras that can be used to capture images and video, which can be uploaded to blogs and social media accounts right then and there, giving customers a richer (and real-time) media experience. FREE: Facebook, Twitter, LinkedIn, Foursquare, Yelp, and other sites all offer free accounts for businesses and organizations. Some sites — like LinkedIn and Flickr — do offer paid accounts with features that are targeted at more advanced users, but for the purposes of getting started, there’s no upfront cost for most of the social networking sites.
Marketing: only posted 2x during the week prior to 5/01 on Facebook and via e-mail Using Facebook, Twitter and e-mail, we were able to meet and exceed the challenge! Priceless ‘testimonials’ from alumni and donors across the board. Not only do we have these to keep, but these donors shared with their personal networks as well – again, for free!
Hub pages include six photos, links to apply, Web page and social media sites Active match filters are messages that show up when students are searching for colleges in naviance. We have selected our messages to appear when student are from NY, NJ and CA who are white and have high ability as well as students who are looking at NYU from NY, Vassar from NY, Boston College from MA, and Hamilton from NY.
Skidmore College Social Media
SKIDMORE COLLEGE D a n i e l la N o r d i n O n l i n e C o m m uni t y SOCIAL MEDIA Manager
WHY SOCIAL MEDIA? Boost awareness Popular & active Instant feedback Two-way communication Personal & professional Ubiquitous FREE
WHERE IN THE (SOCIAL MEDIA) WORLD IS SKIDMORE? Facebook Twitter YouTube Foursquare Formspring LinkedIn Pinterest Google+ Flickr WordPress Ravelry Zinch
SUCCESS - FACEBOOK Skidmore College:Skidmore fans Facebook Fans 5,860 College Facebook pages for: May-12 5803 Admissions Apr-12 5739 Mar-12 5666 Incoming classes Feb-12 5545 Athletics (and team pages for tennis, soccer, 5481 Jan-12 lacrosse, and more) Dec-11 5318 Academic Departments (Sociology, English, 5291 Nov-11 Health & Exercise Sciences, and more) Oct-11 5191 Alumni (and regional alumni groups in NYC, D.C., London) Facebook Fans Sep-11 4986 Aug-11 4858 Zankel Music Center Jul-11 4771 Jun-11 Museum Tang 4699 May-11 4634 Special Programs (Pre-College and Pre-Orientation) Apr-11 4562 Mar-11 4493 Feb-11 4400 0 1000 2000 3000 4000 5000 6000 7000
SUCCESS - LINKEDIN Skidmore College Career Connections: 3,358 members LinkedIn Members LinkedIn groups for: May-12 3,358 Apr-12 3,325 Academic Departments (Management & Business, Art Mar-12 3,231 History, Psychology & Neuroscience, etc.) Feb-12 3,140 Athletics (Hockey Alumni, FOSA) Jan-12 2,984 Dec-11 2,850 Opportunity Program Students Nov-11 2,809 MCAN (Multi-cultural alumni network) 2,744 Oct-11 Sep-11 2,656 Members Skidmore Business Network (subgroups for NYC, Boston, San Aug-11 2,624 Francisco, New Haven, Chicago) Jul-11 2,601 Jun-11 2,581 May-11 2,541 Apr-11 2,467 Mar-11 2,392 Feb-11 2,318 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000
IN ACTION – 501 DONOR CHALLENGE Goal: increase young alumni engagement Challenge: get 501 donors on 5/01 for $50,000 Strategy: no direct mail; all online and social media, started marketing one week prior to 5/01 Results Reached 501 donors by 2:00 p.m. on 5/01 Reached 750 donors by 8:00 p.m. secured additional $25,000 Reached 1,000 donors by 11:00 p.m. for another $25,000 Total: 1,038 donors for $100,000 for Skidmore
IN ACTION - ADMISSIONS Goal: increase applications to Skidmore Strategy: utilize current students Implemented Skidmore Student-to-Student (SS2S) Initiative Since launching in Oct. 2011, the page is consistently among the top 15 most-visited on the Admissions site Students and staff have answered 440 questions from prospective students and their families Each blog averages 500+ views per month The top-visited blog has 1,651 visitors Three bloggers participated in one of four live chats this year, where they helped answer nearly 500 questions!
SS2S – HOW IT WORKS Step 1: Kevin’s blog post Step 2: Kevin’s post is tweeted by Skidmore Admissions with #SS2S Step 3: Kevin tweets from his personal Twitter, using the same #SS2S hashtag Step 4: He introduces himself on the Class of 2016 Facebook page Step 5: He answers questions on Formspring
SS2S – HOW IT GOES VIRAL Step 1: Molly’s blog post Step 2: Molly’s post is tweeted using #SS2S Step 3: We share Molly’s post on the Skidmore Facebook page where it received 349 clicks! Step 4: Molly creates an ―Ask Molly‖ YouTube series where she answers Formspring questions on video Step 5: Molly tweets her answers using #SS2S
SS2S – HOW IT’S PERSONAL Alta holds the record for the most questions answered via Formspring—70! Alta answers a personal question from a prospective student with a video via her blog She interviews her friends on campus and creates a ―Why Skidmore?‖ YouTube video series She participates in the first Skidmore Admissions live chat where she helped answer 147 questions Alta tweets about the live chat using #SS2S
OTHER E-RECRUITMENT INITIATIVES Cappex Lead-generator Total names: 9,369 Class of 2012 (HS) names: 4,886 Total apps: 212 Zinch Lead-generator Total names: 1,195 Class of 2012 (HS) names: 645 Total apps: 334
OTHER E-RECRUITMENT INITIATIVES Hobsons Brand awareness 128,207 views to Skidmore hub pages 96,459 views to active match filters 269 students added Skidmore to their college lists Peterson’s Brand awareness 1,251 page views (Jan-May) 218 clicks (Jan-May)
THE FUTURE Skidmore Creative Group More student-generated content online and on social media Official Skidmore presence on social media platforms Student-only team that works in three-hour shifts covering 12 hours on weekdays, nine on weekends Responsible for providing and updating information about College news and events, posting photos and videos Primary focus: Facebook and Twitter Build presence on YouTube, Foursquare, Pinterest, Google+, etc. for different audiences #44Social Team at Syracuse University