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Social Media Impacts College Ecosystem 10 24-11final


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Social Media Impacts College Ecosystem 10 24-11final

  1. 1. Digital Media …Impacts the College Ecosystem October 27 2011 Lynchburg College Board of Trustees Retreat Dr. Ira Kaufman ©2011
  2. 2. Invite you to45 min Conversation Opening the doorway • PT 1 : Digital Revolution • PT 2: Digital Mindset • PT 3: Impact of Digital • PT 4: Implement at Lynchburg College • PT 5: Challenges for LC
  3. 3. The Revolution Defined
  4. 4. What are your impressions? + What did it make you feel? + Did you feel connected to it? + Did you feel comfortable withthe technology and changes?
  5. 5. Statistics of the Revolution• More uploads to YouTube in 60 days than all 3 major US networks created in 60 yrs• 110 million tweets are sent per day on Twitter or 4+million per hour (Twitter)• Facebook generates 770 Billion page views, 700+ Billion minutes, every month• StumbleUpon (43%) has overtaken Facebook (38%) as #1 source for US social media traffic
  6. 6. Demographics for LC Markets• 90+% Adult Internet Users have used social media• Use social networking daily – Students 90+% – Parents 35- 44 yrs- 50%+ –Administration - 50-64 yr (32%)
  7. 7. Digital Basics People use technologies to get things from each other, rather from corporations• Relationships are currency of exchange• Transparency is expected• Collaboration rules• Sharing is influence• Publish generates power• Value differentiates• Content is king
  8. 8. Rules are ChangingIt was It’s nowBroadcasting ConversingPushing message to client Pulling client to the messageOne way message, controlled Interactive conversation, open dynamicBusiness generated content User generated contentInterrupt client- direct immediate action Engage, build sustainable relationshipAttention economy Attraction economyHard to measure results Real time metricsCoveting information- protective Sharing information – transparentCharging for entry – block entry Giving free ebooks, productOrganized in silos – PR, advertising, DM Integrate media seamless across silosCompany promotes values Practice what you preach
  9. 9. Your Position…Digital WHO• Digital Native – born digital, think social, – need to implement strategic• Digital Immigrant – think strategic, – need to implement digital• Digital Alien – think strategic, – need to experience digital value• Digital Integrator – live digital, innovate strategic – need to integrate
  10. 10. Digital Targets Digital Digital Digital Aliens Digital Natives Immigrants IntegratorsDemographic 15-25 yrs 30-60 yrs 45-65 yrs 25- 60 yrsCompany Students, Alumni, Staff, Administration Consultants,position Junior staff Administration Mature Faculty Agencies, Young Faculty , Alumni PR officer Parents, CommunityCharacteristic Open, Searching Resistant Innovative inventive
  11. 11. Social Map 11
  12. 12. Social Tools• YouTube – most popular tool in universities ( 92% success rate)• Facebook- 99% of students have an account ; spend 100 minutes with 6 visits per day ( 95% success rate)• Twitter- ~20% of all students; Black students (urban areas ~35%)
  13. 13. Paid, Owned Earned Media
  14. 14. Paid, Owned, Earned Media• Paid: YouTube Lynchburg College Commercial 2011 618 views• Owned: YouTube- What Makes Lynchburg College Great? 214 views• Earned: YouTube - Lynchburg College President Struts His Stuff 4,072 views• Earned: NY Times Blog – Some Colleges that Change Lives 82 comments• Earned: YouTube - Lynchburg College First Semester 3,526 views
  15. 15. Social Media Live Update Clicking this link will show you how social media has been embraced. Notice the elapsed time.
  16. 16. How does Social Media Impact ?• Businesses• Non profits• Political campaigns• Higher educational institutions
  17. 17. Business Impact• Build Brand Loyalty – 95% of consumers do not trust advertising – 70% of Americans look at online reviews before making a purchase• Target Buying Behavior – 79% of consumers use a smartphone to help with shopping• Integrate Marketing – 83% of moms do online research after seeing TV ads for products that interest them
  18. 18. Nonprofit Impact• Resource, Fund Raising• Increasing Audience Interaction• Volunteer Recruitment• Education MSUSuOWA4M&feature=related
  19. 19. Political Impact 2008 Presidential CampaignObama has 380% more Obama has 403% more subscriberssupporters than McCain than McCain & 905% moreObama: 2,379,102 supporters Viewers than McCain • “Race” Speech 3.8 MM YouTubeMcCain: 620,359 supporters • 4 MM Cable-3 channels Obama has 240 times more followers than McCainObama has 380% more Obama:supporters than McCain @barackobama has 112,474 followersObama: Friends: 833,161 McCain:McCain: Friends: 217,811 @JohnMcCain 4,603 followers
  20. 20. Higher Education Impact • "Unigo has 50 times the college content of any book or website that already exists." is the webs • "Millions of students havelargest, 100% free resource for used Unigo to assist in theircollege information. college search
  21. 21. How does LC compare? Students’ reviews, ratings• Elon University – 266 reviews , complete photos, videos• Davidson College – 1300 reviews , complete photos, videos• Roanoke College – 18 reviews , complete photos, videos• Liberty University – 6 reviews• LC, Randolph, Hollins no entries
  22. 22. How can LC Implement Social Media?• Goes beyond social media marketing• Encompass the college ecosystem, all aspects of campus life• Offers organizational positioning, leadership and survival in the next 5+ years• It is not if, but when ?
  23. 23. Marketing/PR• Impacts – User Brand (student) – Employer Brand (faculty, staff) – Online environments (website, blog, Facebook site)• Results in – Company chatter (reviews, mentions) – Online traffic – Search engine position
  24. 24. Student Learning/Engagement Campus LifeObjectives-Social Media Marketing Course• Instill digital mindset• Translate “social” Facebook to strategic marketing• Integrate marketing functions with social media• Expand confidence and use of social media tools• Understand and use evaluation metrics• Expand concept of Return on Investment (ROI)
  25. 25. Preparing LC Students for the Digital World mbedded&v=LfjZnGJS4Qs
  26. 26. Student Engagement• Student orientation- Texas A&M held a Foursquare scavenger hunt, giving students a sequence of clues for places on campus to check in. The reward? 30% discount at the bookstore.• Classroom- University research study proved that Twitter increases student engagement and course grades.
  27. 27. Finance/LegalSocially vocal students impacts decisions:"Funding should follow the decisions ofstudents“"As fees rise, students will demand more”“What am I getting for my money?”Loyola University’s Association of Students forSustainability- a campus-wide sustainabilitycompetition- challenges campus decision making
  28. 28. Development• University of Wisconsin-Madison raised $14,000+: $1.00 for each social media “like” contributed to scholarships• Hampshire College neared the end of its fiscal year in June 2010, announced via Facebook drive to raise $50,000 before July 1 meet the goal 4% increase alumni donations number of donors increased• University of Massachusetts success with integration – online gifts increased 38% combining social media with traditional efforts (phone, direct mail)
  29. 29. Recruitment• Use- 33% students use social sites to search for colleges• College decision making- Social sites important during “college decision making”• International recruitment - Social media important part of mix for international recruitment
  30. 30. Faculty Search“Faculty search is changing, not by searchcommittees, but by candidates use of socialmedia. In this emerging culture, an attitude ofhospitality and an awareness that the reputation ofa school can be cultivated or ruined at any pointalong the search process. That is because while you are evaluating candidates, they are also evaluating you, your department and the university.” University of Virginia, Vice Provost
  31. 31. Administration – Are You Listening?• “A prevalent theme for 2011 is how higher education can capitalize on social media as a way to create relationships, student retention, and engagement”• To communicate effectively with students, higher education professionals must: – embrace new technologies – grow social media presence – most importantly, develop a strategy that constantly re-evaluates trends and adapts to the changing needs of students. [social media can provide mid-course correctives] Journal of Technology in Student Affairs Summer 2011
  32. 32. Comparing Chatter Socialmention.comLynchburg College Roanoke College
  33. 33. ChallengesHigher education professionals’ concernsregarding embracing social media.• Lack of Expertise• Loss of Control• Time Commitment• Information Overload
  34. 34. Those that stand stillwill ultimately perish! James Parker, Former CEO, SW Airlines
  35. 35. What are your ideas forapplying social media @ LC?
  36. 36. About the PresenterIra Kaufman, President, Ira combines 30 years of rich experienceswith businesses and non-profits to guide them to leverage the powerof social media for marketing, recruitment and organizationaldevelopment. Ira collaborates with a team of experts to designinteractive environments to by integrating traditional advertising,online marketing, public relations and social media. His strong valuesand sensitivity to organization innovation and change are thefoundation of his work. Ira has a PhD in Marketing and serves as aconsultant, public speaker, and lecturer for companies and SeniorExecutive programs. Currently Assistant Professor, LynchburgCollege School of Business and Economics. LinkedIn: Facebook: Twitter: © 2011