#eduweb preso- how to use social media to increase engagement


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Presentation given by @kfcutler and @marcelmedia at #eduweb 2011

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#eduweb preso- how to use social media to increase engagement

  1. 1. Full-service online + interactive marketing firm How To Boost Student Interaction with Social MediaPresented to:EduWeb 2011
  2. 2. Agenda Intro • About Marcel Media • Meet Kelly Cutler • Video • What is Education 2.0 Education 2.0 Tools • Twitter • Facebook • YouTube • Blog Social Media in Education • Social Media Innovators • Social Media Measurement • Social Media Resources • Questions?8/2/2011 2
  3. 3. About Marcel Media Marcel Media is a certified Google partner and a full service, interactive marketing agency specializing in Search Engine Marketing and Social Media. We provide creative and customized marketing solutions such as Pay Per Click (PPC), Search Engine Optimization (SEO), Interactive Facebook Applications, Conversion Optimization, Website Development and Web Analytics. @marcelmedia Facebook.com/marcelmedia www.marcelmedia.com/blog8/2/2011 3
  4. 4. About Kelly Cutler Kelly Cutler is the CEO of Marcel Media, a Google Certified interactive marketing firm specializing in Search Engine Marketing. Kelly’s achievements include serving as the first woman president of the Chicago Entrepreneurs’ Organization, instructing at the University of Chicago and DePaul University, and speaking on industry topics across @kfcutler the country. /in/kellycutler And two kids.8/2/2011 4
  5. 5. Viral Education 2.0 http://www.youtube.com/watch?v=nX8LTMf_c8Q8/2/2011 5
  6. 6. What is Education 2.0?Education 2.0 is an integrated, online approach to teaching, learning andcommunicating with your academic community.Integrating social media into your marketing strategy can provideprospective and current students with well-rounded sense of your college,its programs, students and campuses.8/2/2011 6
  7. 7. Education 2.0 Benefits• Attract Prospective Students• Emergency Notification• Create a Dialogue with Students• Showcase School Culture• Build an Online Community• Real-Time Feedback• Reputation Management8/2/2011 7
  8. 8. Education 2.0 Tool Kit8/2/2011 8
  9. 9. TwitterTwitter provides an easy outlet for daily interaction withstudents, alumni and parents of students.Tweets are a great way to provide hyper-localized informationAbout social activities, and programs students can attend throughthe university.Your school can offer a range of college news, well wishes,announcements, student congratulations and retweets of positivemessages, pictures and videos.8/2/2011 9
  10. 10. EduTweets San Diego State University8/2/2011 10
  11. 11. EduTweets Kansas State University8/2/2011 11
  12. 12. FacebookYour college Facebook page can act like a gateway toother social media streams, with news, pictures, videos and postsfrom your school blog.Examples of Content: • Calendar reminders • School functions, sporting events, award ceremonies • Guest speakers and lectures • Celebrations • Helpful resources for new students • Academia announcements8/2/2011 12
  13. 13. Facebook Apps for Colleges & Universities• Set the tab as the Facebook Welcome Page.• Fan-gate the page to help increase “likes”• Incentivize referrals and users can win money towards tuition or a gift card if their referral signs up.• Promote the “share” functionality that allows visitors to post this app page to their personal Facebook wall and newsfeed.• App also allows users to send the application to their personal contacts through direct Facebook messaging (new feature).8/2/2011 13
  14. 14. VideoA study by Pearson showed that video was most useful socialmedia tool for educational purposes. The platform providesprospective students, current students, alumni and their familieswith fun and informational clips about campus life. www.pearson.comYouTube is a great channel to deliver messages from staff andfaculty, student profiles, events and more to all your differentaudiences.8/2/2011 14
  15. 15. BloggingA blog provides students with an audience they could neverfind within the four walls of a classroom. It also gives your school aplatform for longer editorial articles about the community, studentpopulation and college, with the potential for select studentinvolvement. Create a program that encourages students to submitposts that are information or editorial in nature, tips, pics andvideos.8/2/2011 15
  16. 16. Social Media Innovators8/2/2011 16
  17. 17. Tufts UniversityTufts maintains a handful of other Twitter feeds, like @TuftsUniversity and@TischLibrary. (twitter.com/TuftsUniversity)Students interested in the school can join the Tufts Facebookgroup, which is moderated by more than two dozen students andalso provides links to a variety of student and administrator blogs.The university has an entire site dedicated to Web 2.0 toolslike wikis, podcasts, conferencing, and more.(http://socialmedia.tufts.edu/)8/2/2011 17
  18. 18. Johns Hopkins UniversityThe Twitter feed of Johns Hopkins University (twitter.com/JohnsHopkins)is packed with tips on everything from dining, nightlight, and academia, tomoney-saving deals on Windows software.Twenty current students are official bloggers for the HopkinsInteractive hub, which also presents student profiles, videos, anddiscussion forums.List of all social media siteshttp://webapps.jhu.edu/jhuniverse/about_johns_hopkins/social_media/8/2/2011 18
  19. 19. Facebook.com/johnshopkinsuniversityJohns Hopkins Facebook Page for prospective students.8/2/2011 19
  20. 20. YaleYale does a great job of tweeting about its string of famous speakers: • Queen Rania Al Abdullah of Jordan • Bishop John Rucyahana of Rwanda • NBCs Tom Brokaw • Chef Jacques PepinThe school also links to its own compelling research on topics like cancer,as well as their section for students, "Why I Chose Yale.“8/2/2011 20
  21. 21. EverestThis school tweets to help nontraditional students learn abouteducation options. This is a school that really knows how toconnect with each student. (twitter.com/everest_college)Their online chat option on the website allows prospectivestudents to connect with a person in real time and get theirquestions answered about academic programs and opportunities.www.everest.edu8/2/2011 21
  22. 22. Social Media Measurement8/2/2011 22
  23. 23. What Are Your Schools Social Media Goals?• Recruiting • Full Time Students • Continuing Education • International Students• Student Services • Provide Customer Service • Financial Aid • Admissions• Alumni • Keep in touch with your graduates and provide them updates on events, fundraising opportunities, and upcoming news and developments.8/2/2011 23
  24. 24. How to Measure Your Social Media Success1. Understand Your Metrics - A conversion can consist of a mailing list or an RSS subscriber, a user signup, or a phone call.2. Identify Benchmarks • Facebook likes • Retweets • Content Shares • Reblogs • Links back • Comments • Time spent on page • Average page views per visitor • Followers • @mentions8/2/2011 24
  25. 25. Using Google Analytics to Track Social ROIGoogle’s Social Tracking - This new Analytics feature allows you to tracksocial interactions on your website, your blog or on your Facebook fan page.These actions include the Twitter button and the Facebook Like, Unlike andSend actions.These Social Plug-Ins are Supported • Facebook Like, Unlike, Send • Twitter (only via the “official” Tweet button, not Tweetmeme) • Google +8/2/2011 25
  26. 26. Social Media Resources8/2/2011 26
  27. 27. Social Media Resources for Education Marketers• Klout - klout.com• Twitalyzer - twitalyzer.com (Integrates well with Google Analytics and link tracking tools like bit.ly)• Hashtags.org - http://hashtags.org• Social Mention - www.socialmention.com• HootSuite - Hootsuite.com (provides monitoring and auto responders)• PeerIndex - http://www.peerindex.net (Uses an algorithm to map out the social web)8/2/2011 27
  28. 28. Thank You! Questions? Kelly Cutler kelly@marcelmedia.com LinkedIn.com/kellycutler Twitter.com/kfcutler www.marcelmedia.com/blog8/2/2011 28