1. New Horizons of Social Media Presented by: Julie Meyer Missouri Department of Higher Education
2. What is . . . ? Social marketing – The application of marketing concepts and techniques for the purpose of achieving social good Social networking – Web-based social relations among people who share interests and/or activities Social media marketing – A recent component of integrated marketing or communications plans and centering on creating online content that will generate conversation among visitors
3. Social Media Sites Facebook Togetherville LinkedIn MySpace Twitter More http://en.wikipedia.org/wiki/List_of_social_networking_websites
4. Business Reasons to Join In Tell success stories from your institution Take control over your organization’s message Your message may be more effective because it is spread from friend to friend Correct errors and misconceptions Build community and loyalty Provide an informal yet direct connection with your audiences Inexpensive to implement
5. Audiences and Strategies Potential students – recruiting Current students – establishing community Alumni – fundraising, building loyalty Faculty/administrators – networking, support
6. Social Media in the News February 21, 2010 – Middlebury College used Facebook and Twitter to increase alumni giving http://chronicle.com/article/5-colleges-that-inspire-alumni/64307/ February 20 – University of Virginia replaces yearbook with social media http://chronicle.com/blogPost/U-of-Virginias-Yearbook-J/21364/ September 16, 2010 – Harrisburg U’s Social Media Blackout http://chronicle.com/article/Harrisburg-Us-Social-Media/124510/
7. Social Media Mistakes to Avoid Recent headlines “Grading is Sucking Out My Soul” – June 18 “East Stroudsburg U. Suspends Professor for Facebook Posts” – February 26 “’I Still Want to Stab a Certain Someone,’ and Other Ideas Not to Post on Facebook” – January 4 Employment/hiring screening
9. Facebook Groups Pages “Foster group discussion around a particular topic” Have members “Allow entities such as public figures and organizations to broadcast information” Facebook users “like” pages After surpassing 35 “likes,” a unique URL is offered
21. MDHE Promotion of J2C J2C logo and URL highlighted in printed materials and promotional items distributed at college fairs 15,000 J2C test survival kits distributed to ACT, SAT, and GED test takers annually Regular inclusion in our Monthly Student Reminders since fall 2009 Links within dhe.mo.gov since April 2010 Promotional articles and conference program ads State employee payroll notices
25. Best Practices in Promoting Target promotional efforts to your audience(s): Boomers Gen X Love to learn Love email Given large amounts of freedom as children Respond to credible character in advertising Gen Y Over marketed Respond to unusual designs and eco-friendly packaging Gen Z
26. Thank you Julie Meyer (julie.meyer@dhe.mo.gov) Missouri Department of Higher Education www.dhe.mo.gov (800) 473-6757 or info@dhe.mo.gov
Editor's Notes
Facebook Free Founded February 2004 More than 400 million active users worldwide (about 30% in U.S.) – ranked #2 most popular globally as of December 2009 Users must be at least 13 (Togetherville founded May 2010 for kids under 13) 1.5 million businesses have active pages; pages have more than 5.3 billion “likes” More than 80,000 websites connected to FB since December 2008 Average user stats: 1) on FB 55 minutes per day; 2) member of 13 groups; 3) 130 friends and sends 8 friend requests a monthLinkedIn free basic service; additional services for monthly fee70 million active users and ranked #29 globally as of April 2010Users must be over the age of 18MySpace 130 million users as of December 2009 and ranked #12 globallyUsers must be 13 or olderTwitterFreeFounded as experiment 2006; founded as Twitter, Inc. 2007More than 75 million active users and ranked #11 globally in popularity as of December 2009More than 50,000 internet and mobile applications connect to Twitter
“Friend to friend” = hearing your message from a trusted sourceRecent Vanderbilt University presentation on this topic – they are using social media to: connect with key audiences (students, prospective students, parents, alumni, faculty, media, etc.) take and keep control over their messages make the institution more accessible tell the stories of their students and faculty on a variety of platforms
According to MinOnline article dated 2/18/2010, “Social media sites, hubs like Facebook, have become portals to the rest of the Web”Hitwise found that Facebook became the leading referral source for news and information sites during 2009 (chart on slide ___)PR News survey dated 2/22/2010: 52% of business leaders use social networking sites to keep track of colleagues 43% use to showcase their company Top sites used:LinkedIn – 92%Facbook – 51%Twitter – 41%
Social media has exploded in the last couple of years. There are articles in The Chronicle of Higher Education almost daily on this topic.Middlebury College giving campaign: They were at only 39% of their goal and in the last month they added to social media – and reached their goal. They received 900 donations in the last 6 hours via Facebook and Twitter.
First bullet item: http://chronicle.com/blogs/tweed/grading-is-sucking-out-my-soul/24911 “The Web site youropenbook.org, whose creators are critics of the social-networking monolith’s “overly complex” privacy controls, allows Web voyeurs to search the status updates of Facebook users whose pages remain public.”Last bullet item (from article from Nancy Merz from the “Hire Right Quarterly Newsletter” March 2010 issue)Recent survey by CareerBuilder.com indicated:55% of respondents indicated they DID check applicants’ social media profiles/sites when making hiring decisions during 2009.UP from 22% for 2008!!!35% of respondents said that what they found resulted in “adverse hiring decisions”Using information on social media sites can result in discrimination by religion, age, race, etc.
http://www.minonline.com/news/13753.htmlBig news on March 16 that Facebook visits surpassed Google in February 2010Further supports statement (slide 4) from MinOnline article dated 2/18/2010: “social media sites, hubs like Facebook, have become portals to the rest of the Web”Hitwise found that Facebook became the leading referral source for news and information sites during 2009
Per Facebook help:Since groups look similar to Facebook Pages, what’s the difference between them?Groups and Pages serve different purposes on Facebook. Groups are meant to foster group discussion around a particular topic area while Pages allow entities such as public figures and organizations to broadcast information to their fans. Only the authorized representative of the entity can run a Page. http://www.facebook.com/help/?faq=16140Why did Facebook redesign Facebook Groups and add new functionality?We are continually looking for ways to enhance overall user experience. The improved functionality of Facebook Groups makes it easier for members of groups to connect, share and even collaborate on a given topic or idea. Prior to the enhancements, users sometimes found that it took a lot of effort to keep up with items that were happening in the various groups that they belong to. By making content from Facebook Groups available in users’ News Feed, we are making it easier for them to stay current on all of the group related information that matter to them. http://www.facebook.com/help/?faq=16142
Page searches: with the word “Missouri” in the name – more than 500 results returned with “financial aid” – also more than 500 results returned
We originally implemented a group – switched to a page in April 2010Implemented social media activities to assist our outreach effortsConcept: peer-to-peer adviceWe hired 3 high school interns last year and this year Posting from one of our interns about every 10 calendar days Three videos produced by and featuring our interns 425 “likes” as of Friday, 10/15/2010Due to decline in MySpace popularity, we dropped this site for 2010-2011
1,775 likes as of 10/15/2010 – national site
100 likes as of 10/15/2010Page created in April 2010
204,446 likes
538,744 likes
128,855 likes
13,677 likes
311 likes as of 10/15/2010
Example of “viral marketing”
We did a Missouri state employee electronic payroll notice on 5/14/2010 and Eldon Career Center posted their recommendation to “like” J2C on that same day…. Results were disappointing. We saw an additional 20 “likes” within one week. (Up by 30 within 2 weeks – from 222 to 252 – see red circle)Red circle #2 – our interns posted a video with tags on 6/15 – which generated 20 more likes within 2 days.
