How Social Networks Are Changing Academic PR, Marketing and Alumni Relations


Published on

Presentation Feb 1 '09 to NAICU Public Relations Academy

Published in: Education
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

How Social Networks Are Changing Academic PR, Marketing and Alumni Relations

  1. 1. How Social Networks are Changing College Marketing, PR, and Alumni Relations Dan Forbush NAICU Public Relations Academy February 1, 2009
  2. 2. Evolution of Computers in Marketing Communications <ul><li>1970s IBM Memory Typewriter </li></ul><ul><li>Early 1980s Desktop Publishing </li></ul><ul><li>Mid 1980s CompuServe </li></ul><ul><li>Late1980s Email / Listservs </li></ul><ul><li>Mid 1990s Static Web </li></ul><ul><li>Late 1990s Dynamic Web </li></ul><ul><li>Mid 2000s Social Web </li></ul><ul><li>Late 2000s Mobile Web </li></ul><ul><li>Mid 2020s Neural Web </li></ul>We’re Here
  3. 3. 2009: Our Expanding Digital World <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>LinkedIn </li></ul><ul><li>Basecamp </li></ul><ul><li> </li></ul><ul><li>Slideshare </li></ul><ul><li>MySpace </li></ul><ul><li>ITunes </li></ul><ul><li>Flickr </li></ul><ul><li>iGoogle </li></ul><ul><li>Blogs </li></ul><ul><li>Podcasts </li></ul><ul><li>Wikis </li></ul>
  4. 4. The 2008 Presidential Race
  5. 5. Main Obama Facebook Page
  6. 6. Obama’s YouTube Channel
  7. 7. Obama’s LinkedIn Group
  8. 8. Obama in Twitter
  9. 9. ‘ Obama Everywhere’
  10. 10.
  11. 11. <ul><li>‘ Barack Obama won the presidency in a landslide victory by converting everyday people into engaged volunteers, donors and advocates through social networks, email advocacy, text messaging and online video.’ </li></ul><ul><li>Michael Krempasky </li></ul><ul><li>EVP, Digital Public Affairs </li></ul><ul><li>Edelman </li></ul>Obama’s Achievement
  12. 12. Why Our Use of Social Networks is Exploding* <ul><li>They enable us to manage large extended networks more effectively </li></ul><ul><li>They provide information about others that serves as a ‘social lubricant,’ making it easy to interact </li></ul><ul><li>They give us new ways to connect with one another over shared interests, problems, or experiences, and to mobilize coordinated actions </li></ul>* Nicole Ellison, Michigan State University ECAR Study of Undergraduate Students and Information Technology, 2008
  13. 13. In Higher Education <ul><li>“ Social networking sites (SNSs) like Facebook and MySpace </li></ul><ul><li>now constitute an integral part of the daily communications </li></ul><ul><li>practices for many students. For those of us in higher education, </li></ul><ul><li>it is particularly important to understand SNS practices, outcomes </li></ul><ul><li>and motivations for use because these sites are fundamentally </li></ul><ul><li>changing the social fabric of the university … “ </li></ul><ul><li>Nicole Ellison </li></ul><ul><li>Michigan State University </li></ul><ul><li>ECAR Study of Undergraduate Students and Information Technology, 2008 </li></ul>
  14. 14. Social Networks Are Transforming PR, Marketing and Alumni Relations Because: <ul><li>They’re interactive, engaging and ‘viral’ </li></ul><ul><li>They powerfully support ‘word of mouth’ </li></ul><ul><li>They’re merging with conventional Web sites </li></ul><ul><li>They’re the future </li></ul>
  15. 15. Inauguration Day
  16. 16. <ul><li>What’s Your </li></ul><ul><li>Social Networking </li></ul><ul><li>Strategy? </li></ul>
  17. 17. At Skidmore <ul><li>We see the introduction of a Skidmore-managed social network as our best hope for strengthening our connections with young alumni </li></ul>
  18. 18. Why Do We Need to? <ul><li>Caller ID Screening: Annual fund callers now must make 16 calls for every live connection </li></ul><ul><li>Revenues from Calls are Declining: From $260,000 in 2005 to $110,000 in 2008 </li></ul><ul><li>Renewed Focus on Volunteers: Personal contacts by peers are key </li></ul>
  19. 19. New Capabilities the New ‘Skidmore Network’ Must Offer <ul><li>Enable alumni to easily network by professional groups </li></ul><ul><li>Enable alumni to easily network by affinity groups </li></ul><ul><li>Enable alumni to post electronic class notes </li></ul><ul><li>And… </li></ul>
  20. 20. Alumni must be able to access the new Skidmore Network using their Facebook user name and password
  21. 21. Why Facebook?
  22. 22. By Surveying Our Alumni, We Learned: <ul><li>Twice as many Skidmore alumni use Facebook </li></ul><ul><li>as MySpace </li></ul><ul><li>79 percent of alumni who use Facebook say </li></ul><ul><li>they use it daily </li></ul><ul><li>The more experienced with Facebook a Skidmore </li></ul><ul><li>alumnus/a is, the less likely he or she is to join </li></ul><ul><li>a Skidmore-managed network </li></ul>
  23. 23. Here’s What They’re Telling Us <ul><li>‘ W h y reinvent the wheel? Facebook and Linkedin are sophisticated sites with lots of resources. Skidmore won't be able to duplicate their service.’ </li></ul><ul><li>‘ Who needs to remember another password?’ </li></ul><ul><li>‘ Yo u need to go where people are, not expect them to come to you.’ </li></ul>
  24. 24. What Makes Facebook So ‘Sticky’ ?
  25. 25. ‘ Friending’
  26. 26. Content-Sharing
  27. 27. Content-Sharing
  28. 28. Content-Sharing
  29. 29. Content-Sharing
  30. 30. News Feed (mine)
  31. 31. News Feed (all friends)
  32. 32. Interactions Galore (50,000 Applications)
  33. 33. Facebook Pages <ul><li>Institutional voice </li></ul><ul><li>No ads </li></ul><ul><li>Visible to all – no login needed </li></ul><ul><li>Link Event pages to it </li></ul><ul><li>Listserv function </li></ul><ul><li>- Blog function </li></ul><ul><li>- Discussion topics </li></ul><ul><li>- Share photos and videos </li></ul><ul><li>Pull in videos from YouTube </li></ul><ul><li>‘ Fans’ can connect with each </li></ul><ul><li>other </li></ul><ul><li>And more … </li></ul>Ideal for creating niche communities
  34. 34. Measurement <ul><li>Facebook’s ‘Insight’ tool enables you to analyze traffic to your Page by any of the following: </li></ul>Wall Posts Video Plays New Fans Audio Plays Fans Photo Views Unique Views Discussion Topics Page Views
  35. 35. Page Views
  36. 36. Fans
  37. 37. Creating a Niche Community in Facebook
  38. 38. Creating a Niche Community A Q&A <ul><li>An Alumnus Q&A </li></ul><ul><li>YouTube video </li></ul>
  39. 39. Creating a Niche Community ‘ Notes’ is like a blog ‘ Notes’ is like a blog
  40. 40. Creating a Niche Community Alumni profiles
  41. 41. Creating a Niche Community Alumnus MySpace Page
  42. 42. Key Goals in Skidmore Network <ul><li>Create an application that enables alums in any profession to create and maintain profiles of themselves in a Facebook community directly relevant to their interests </li></ul><ul><li>Link these profiles to their profiles in Skidmore’s alumni database so they can easily update key information </li></ul>
  43. 43. Would You Like to Partner with Us ? <ul><li>Let’s develop the architecture for an ideal alumni community in Facebook and share the development costs! </li></ul><ul><li>Write or call me: </li></ul><ul><li>[email_address] </li></ul><ul><li>518-580-5746 </li></ul>
  44. 44. <ul><li>Facebook Connect </li></ul><ul><li>will be in key in this </li></ul>
  45. 45. Facebook Connect <ul><li>‘ We believe the next evolution of data portability is about much more than data. It's about giving users the ability to take their identity and friends with them around the Web, while being able to trust that their information is always up to date and always protected by their privacy settings.’ </li></ul><ul><li>Facebook </li></ul><ul><li>May 9, 2008 </li></ul>
  46. 46. How It Works <ul><li>Developers may add Facebook’s ‘rich social context’ to their own websites </li></ul><ul><li>Users may connect their Facebook account to any partner website for ‘single sign-on’ </li></ul><ul><li>Users may take their profile information with them wherever they go on the Web </li></ul><ul><li>Users may take their friends with them wherever they go on the Web </li></ul>
  47. 47. <ul><li>New Forms of </li></ul><ul><li>Facebook-enabled </li></ul><ul><li>Public Dialog: </li></ul><ul><li>Two Examples </li></ul>
  48. 48. Facebook Connect With
  49. 50. Facebook Connect With CNN Forum
  50. 54. An Example from Higher Ed Ithaca College: Facebook Connect With iModules
  51. 56. Facebook Connect with iModules’ ‘Encompass’* <ul><li>Connects member identity and content in their Ithaca College alumni community directly to Facebook. </li></ul><ul><li>Event registrations, class notes, and online donations can be published on a member’s Facebook News Feed. </li></ul>*Thanks to Ithaca’s Julie Doherty for the screenshots that follow
  52. 57. Single Sign-on <ul><ul><li>Visitors to the alumni community with a Facebook account can associate their identity with a member record in the alumni site. </li></ul></ul><ul><ul><li>Once successful, the accounts are “connected” and the member can choose to login with either their community or Facebook username and password in the future. </li></ul></ul>
  53. 58. Single Sign-on <ul><li>Login page includes the “Connect with Facebook” button </li></ul>
  54. 59. Single Sign-on <ul><li>Clicking on the Facebook button invokes this login dialog box </li></ul>
  55. 60. Single Sign-on Page allowing member to “link” the two accounts
  56. 61. Single Sign-on <ul><li>Successfully logged in, pulling picture and name from Facebook </li></ul>
  57. 62. News Feed Propagation <ul><ul><li>When visitors, logged in via Facebook Connect, interact with an enabled form, they are presented with a dialog box. </li></ul></ul><ul><ul><li>Visitors may elect to propagate their activity into their Facebook News Feed or not. </li></ul></ul>
  58. 63. News Feed Propagation <ul><li>Confirmation step of an event with a “Share on Facebook” button </li></ul>
  59. 64. News Feed Propagation <ul><li>Dialog box confirming publication to Facebook News Feed </li></ul>
  60. 65. News Feed Propagation <ul><li>Facebook News Feed including alumni web site member activity </li></ul>
  61. 66. There’s a Lot You Can Do To Strengthen Your Institution’s Visibility in Facebook Itself – for Free!
  62. 67. We’ve Launched a Series of Facebook Pages and Groups Skidmore Alumni Class of 2013 Alumni in Digital Media Skidmore Musicians Online Skidmore Global We’ve told alumni we’ll help them create their own
  63. 68. We’ve Created ‘Skidmore Interactive’ To Bring It All Together This is our ‘home page for Skidmore’s online communities’ It’s the core of our social network
  64. 69. We Embarked on a Graphic Identity Program in Facebook. Here’s our Main Alumni Group.
  65. 70. Our Career Services Page
  66. 71. Our Class of 2013 Page
  67. 72. Our ‘Online Musicians’ Group
  68. 73. We Produced a Special Issue of Our Magazine: ‘Digital Skidmore’
  69. 74. We Inserted a Four-Page Promotion: ‘Making Friends with the Web’ Our objective was to build alumni audiences in Facebook, LinkedIn, and YouTube and to begin a serious discussion about a Skidmore-managed social network
  70. 75. Plus: <ul><li>We’ve created a team of student Facebook contributors </li></ul><ul><li>We’ve brought our entire Alumni Board into an ‘Alumni Board’ group in Facebook </li></ul><ul><li>We’ve created an alumni social networking advisory group </li></ul>
  71. 76. ‘ Laddering’ Support through Tiers of Engagement* *Edelman Personal Create a profile, post a comment, make a donation, sign up for email, ‘friend’ a classmate Social Post pictures or videos, write a blog post, join a discussion or group, post a class note Advocate Recruit others to donate, host an event, create a group
  72. 77. Challenges <ul><li>Resistance to Facebook among faculty and colleagues </li></ul><ul><li>Mastering new technologies and genres </li></ul><ul><li>Finding comfortable blend of one’s personal and professional persona </li></ul><ul><li>Figuring out how to play the role of ‘community manager’ </li></ul>
  73. 78. Role of Community Manager <ul><li>Establish goals, develop strategy and monitor progress </li></ul><ul><li>Master the new tools and teach others </li></ul><ul><li>Keep content fresh </li></ul><ul><li>Generate and promote the ‘conversation’ </li></ul><ul><li>Serve as the institution’s visible, interactive representative in social spaces </li></ul><ul><li>Develop and extend ‘online persona’ </li></ul>
  74. 79. Aspects of Your ‘Online Persona’ <ul><li>Your profile content: photo, bio, photo collections, videos </li></ul><ul><li>Your friends </li></ul><ul><li>The nature of content you post </li></ul><ul><li>The ‘voice’ with which you post </li></ul><ul><li>Your privacy settings </li></ul>
  75. 80. My Facebook Profile
  76. 81. Other Networks, Sites, and Smart Approaches
  77. 82.
  78. 83.
  79. 84. Twitter feed
  80. 87. Yammer
  81. 88. Basecamp
  82. 89. BigThink
  83. 90. Google Maps ‘Mashup’ at Colgate
  84. 91.
  85. 92. Slideshare
  86. 93. The Vatican on YouTube
  87. 94. To see these slides again: <ul><li> </li></ul>