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Skidmore College Social Media

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I was asked to give an overview of Skidmore's presence on social networking sites with an emphasis on using social media marketing for Admissions.

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Skidmore College Social Media

  1. 1. 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
  2. 2. WHY SOCIAL MEDIA? Boost awareness Popular & active Instant feedback Two-way communication Personal & professional Ubiquitous FREE
  3. 3. WHERE IN THE (SOCIAL MEDIA) WORLD IS SKIDMORE? Facebook Twitter YouTube Foursquare Formspring LinkedIn Pinterest Google+ Flickr WordPress Ravelry Zinch
  4. 4. 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
  5. 5. SUCCESS - TWITTER Skidmore College: 2,073 College Twitter Followers Skidmore followers Twitter accounts for: May-12 2,073 Apr-12 2,020 Admissions Mar-12 1,929 Athletics Feb-12 1,831 Academic Departments  Jan-12 1,718 Dec-11 1,674  Zankel Music Center Nov-11 1,597  Oct-11 Museum Tang 1,570 Sep-11 1,519 Twitter Followers Aug-11 1,324 Jul-11 1,284 Jun-11 1,186 May-11 1,099 Apr-11 1,030 Mar-11 949 Feb-11 829 0 500 1000 1500 2000 2500
  6. 6. 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
  7. 7. 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
  8. 8. 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!
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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)
  14. 14. 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

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