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Social Media What do we know? What should we do? CASE /New York Times  Knowledge Network October 27, 2009 Robert M. Moore,...
What we’re talking about <ul><li>Engagement  vs. outreach </li></ul><ul><li>UGC vs. institutional messaging </li></ul><ul>...
Ubiquity <ul><li>96% of Gen Y have joined a social network… </li></ul><ul><ul><ul><li>… and by 2010 they’ll outnumber the ...
Rapid rise <ul><li>Social media now ahead of email in internet usage  </li></ul><ul><li>Achieving critical mass </li></ul>...
Everybody’s talking <ul><li>Wikipedia has over 13MM articles… </li></ul><ul><ul><li>… and it’s more accurate than Encyclop...
The audience <ul><li>Today’s 21-year-olds have: </li></ul><ul><ul><li>Watched 20,000 hours of TV </li></ul></ul><ul><ul><l...
The audience <ul><li>Outside of school, today’s average teen spends 6.5 hours/day with media: </li></ul><ul><ul><li>33% on...
The new social “commons” <ul><li>31B searches on Google every month. </li></ul><ul><li>1 in 6 higher ed students are enrol...
Apps and Yield What’s Working?
Survey says… <ul><li>89% of rising seniors visit social networking sites </li></ul><ul><ul><li>Facebook and MySpace domina...
As for yield… <ul><li>Of 30 information sources, institutional Facebook/MySpace page ranks 28 th </li></ul><ul><ul><li>9% ...
So what to do? <ul><li>Monitor </li></ul><ul><ul><li>Twitter, RSS feeds, tagging </li></ul></ul><ul><li>Engage </li></ul><...
Integrating the media
Some Sites to Visit and Steal Ideas From
Carnegie Mellon <ul><li>Great branded YouTube channel </li></ul><ul><li>Content that begs to be shared </li></ul><ul><ul><...
Marquette University <ul><li>Integrated campaign </li></ul><ul><li>Focus on peer-to-peer dialogue for incoming students </...
Keele University <ul><li>Integrated Facebook, Twitter, RSS feeds </li></ul><ul><li>Involving both prospective students and...
San Diego State University <ul><li>Social media as generator of story/institutional visibility </li></ul><ul><li>http://ar...
Olivet Nazarene University <ul><li>A branded, segmented channel </li></ul><ul><ul><li>http://www.youtube.com/user/OlivetNa...
University of California <ul><li>Always room for a new idea </li></ul><ul><li>http://bigideas.berkeley.edu   </li></ul>
Questions?
 
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Social Media: What Do We Know? What Should We Do?

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What you need to know to put social media to work for you. This CASE/New York Times Knowledge Network presentation examines how social media can impact applications and yield.

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Social Media: What Do We Know? What Should We Do?

  1. 1. Social Media What do we know? What should we do? CASE /New York Times Knowledge Network October 27, 2009 Robert M. Moore, Ph.D. Managing Partner
  2. 2. What we’re talking about <ul><li>Engagement vs. outreach </li></ul><ul><li>UGC vs. institutional messaging </li></ul><ul><li>Tall-grass prairie vs. English formal garden </li></ul><ul><li>Social media provide a means of participation , not a new channel for same-old “push” communications </li></ul>
  3. 3. Ubiquity <ul><li>96% of Gen Y have joined a social network… </li></ul><ul><ul><ul><li>… and by 2010 they’ll outnumber the baby boomers. </li></ul></ul></ul><ul><li>More than 50% of 21-year-olds have created content for the web. </li></ul>
  4. 4. Rapid rise <ul><li>Social media now ahead of email in internet usage </li></ul><ul><li>Achieving critical mass </li></ul><ul><ul><li>Radio: 38 years to reach 50MM users </li></ul></ul><ul><ul><li>TV: 13 years to 50MM </li></ul></ul><ul><ul><li>Internet: 4 years to 50MM </li></ul></ul><ul><ul><li>Facebook: 100MM users in less than 9 months </li></ul></ul><ul><li>If Facebook were a country, only China, India, and U.S. would be larger </li></ul><ul><ul><li>More than 1.5 million pieces of content are shared on Facebook…daily. </li></ul></ul><ul><ul><li>More photo uploads on Facebook now than Flickr </li></ul></ul>
  5. 5. Everybody’s talking <ul><li>Wikipedia has over 13MM articles… </li></ul><ul><ul><li>… and it’s more accurate than Encyclopedia Brittanica. </li></ul></ul><ul><li>Blog count: 200MM+ </li></ul><ul><li>78% of consumers trust peer recommendations </li></ul><ul><ul><li>… only 14% trust advertisements. </li></ul></ul><ul><ul><li>… power of WOM. </li></ul></ul><ul><li>First commercial text message: 1992 </li></ul><ul><ul><li>Now, 7B per day. </li></ul></ul>
  6. 6. The audience <ul><li>Today’s 21-year-olds have: </li></ul><ul><ul><li>Watched 20,000 hours of TV </li></ul></ul><ul><ul><li>Played 10,000 hours of videogames </li></ul></ul><ul><ul><li>Talked 10,000 hours on the phone </li></ul></ul><ul><ul><li>Sent/received 250,000 emails or IMs </li></ul></ul>
  7. 7. The audience <ul><li>Outside of school, today’s average teen spends 6.5 hours/day with media: </li></ul><ul><ul><li>33% on the web </li></ul></ul><ul><ul><li>26% TV </li></ul></ul><ul><ul><li>21% telephone </li></ul></ul><ul><ul><li>15% radio </li></ul></ul><ul><li>When average teen graduates, they have spent 11,000 hours in school </li></ul><ul><ul><li>… and 15,000 watching TV. </li></ul></ul>
  8. 8. The new social “commons” <ul><li>31B searches on Google every month. </li></ul><ul><li>1 in 6 higher ed students are enrolled in online curriculum. </li></ul><ul><li>For teens and tweens, email = “talk to the hand”. </li></ul><ul><li>YouTube is the second largest search engine in the world </li></ul><ul><ul><li>100MM videos…and counting. </li></ul></ul>
  9. 9. Apps and Yield What’s Working?
  10. 10. Survey says… <ul><li>89% of rising seniors visit social networking sites </li></ul><ul><ul><li>Facebook and MySpace dominate </li></ul></ul><ul><ul><li>70%+ visit at least once a day </li></ul></ul><ul><ul><li>Primary rationale: staying in touch with friends </li></ul></ul><ul><li>Only 18% use social media in college search </li></ul><ul><ul><li>Exploration of “fit” most important </li></ul></ul><ul><li>Social networking sites rank at the very bottom of information sources in inquiry and application stages. </li></ul><ul><ul><ul><ul><ul><li>Student Poll </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>College Board/Art & Science Group, January 2009 </li></ul></ul></ul></ul></ul>
  11. 11. As for yield… <ul><li>Of 30 information sources, institutional Facebook/MySpace page ranks 28 th </li></ul><ul><ul><li>9% “very/somewhat influential” </li></ul></ul><ul><li>But , 6 of top 10 sources are WOM/personal </li></ul><ul><ul><li>Parents, college friend, current student, alum, HS friend, faculty member </li></ul></ul><ul><li>Social media, as contributors to WOM, are extremely powerful peer-to-peer and WOM tools. </li></ul><ul><ul><ul><ul><ul><li>High Achieving Seniors and the College Decision </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Lipman Hearne, October 2009 </li></ul></ul></ul></ul></ul>
  12. 12. So what to do? <ul><li>Monitor </li></ul><ul><ul><li>Twitter, RSS feeds, tagging </li></ul></ul><ul><li>Engage </li></ul><ul><ul><li>As an individual, not an institution </li></ul></ul><ul><li>Launch and listen </li></ul><ul><ul><li>Engaged response – positive and negative – will be immediate </li></ul></ul><ul><li>Observe and imitate </li></ul><ul><li>Integrate </li></ul><ul><ul><li>Part of a comprehensive strategy – not the strategy </li></ul></ul><ul><li>Resource </li></ul><ul><ul><li>People + skills + time = social media success </li></ul></ul>
  13. 13. Integrating the media
  14. 14. Some Sites to Visit and Steal Ideas From
  15. 15. Carnegie Mellon <ul><li>Great branded YouTube channel </li></ul><ul><li>Content that begs to be shared </li></ul><ul><ul><li>www.youtube.com/user/carnegiemellonu </li></ul></ul>
  16. 16. Marquette University <ul><li>Integrated campaign </li></ul><ul><li>Focus on peer-to-peer dialogue for incoming students </li></ul><ul><li>http://tinyurl.com/mufb2013 </li></ul>
  17. 17. Keele University <ul><li>Integrated Facebook, Twitter, RSS feeds </li></ul><ul><li>Involving both prospective students and alumni </li></ul><ul><li>http://twitter.com/KeeleUniversity </li></ul><ul><li>http://www.facebook.com/event.php?eid=172067565725&ref=nf </li></ul>
  18. 18. San Diego State University <ul><li>Social media as generator of story/institutional visibility </li></ul><ul><li>http://arweb.sdsu.edu/es/admissions/ </li></ul><ul><li>http://newscenter.sdsu.edu/sdsu_newscenter/news.aspx </li></ul><ul><ul><li>http://www.facebook.com/group.php?gid=2366012258&ref=search&sid=571741716.325577468..1 </li></ul></ul><ul><ul><li>http://www.youtube.com/view_play_list?p=C1FF5BD745210C76&search_query=sdsu+living+on+campus </li></ul></ul>
  19. 19. Olivet Nazarene University <ul><li>A branded, segmented channel </li></ul><ul><ul><li>http://www.youtube.com/user/OlivetNazareneU </li></ul></ul><ul><ul><li>Not featuring the most popular selection </li></ul></ul><ul><ul><li>http://www.youtube.com/watch?v=LLByTnNwico </li></ul></ul>
  20. 20. University of California <ul><li>Always room for a new idea </li></ul><ul><li>http://bigideas.berkeley.edu </li></ul>
  21. 21. Questions?

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