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Using Social Media to Further Existing Strategic Goals On Your Campus

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Stamats Integrated Marketing Conference, July 2009

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Using Social Media to Further Existing Strategic Goals On Your Campus

  1. 1. Using social media to further existing strategic goals <ul><li>Rachel Reuben rachelreuben.com </li></ul><ul><li>Blog: doteduguru.com Twitter: @rachelreuben </li></ul>
  2. 2. Intro <ul><li>higher ed, Web, marketing field for 11+ years </li></ul><ul><li>blogger at doteduguru.com (@eduguru) </li></ul><ul><li>MBA candidate, Dec. ’09 </li></ul><ul><li>published research paper Aug. ’08 </li></ul><ul><li>SUNY New Paltz: highly selective, 8,000 students, located between Albany & NYC </li></ul>
  3. 3. Highlights from research <ul><li>n=148 unique schools from 4 countries </li></ul><ul><li>53.79% had Facebook Page </li></ul><ul><li>21.9% have official presence on MySpace </li></ul><ul><li>67% didn’t have official Twitter account </li></ul><ul><li>64% didn’t have official flickr account </li></ul><ul><li>60% have YouTube channels </li></ul>June-July 2008
  4. 4. Highlights from research <ul><li>Maintainers </li></ul><ul><ul><li>48.11% marcom office </li></ul></ul><ul><ul><li>13.21% undergrad admissions </li></ul></ul><ul><ul><li>11.32% alumni </li></ul></ul><ul><ul><li>11.32% Web office </li></ul></ul>June-July 2008
  5. 5. Highlights from research <ul><li>Concerns </li></ul><ul><ul><li>loss of control </li></ul></ul><ul><ul><li>time commitment </li></ul></ul><ul><ul><li>information overload </li></ul></ul><ul><ul><li>anyone can create an ‘official’ account (& sometimes presence) for your university </li></ul></ul>June-July 2008
  6. 6. The landscape has changed <ul><li>check out recent Blue Fuego research http://is.gd/1Rdhi </li></ul><ul><li>much more use & acceptance than a year ago </li></ul>
  7. 7. “Do we really need a social media strategy?” photo credit: http://www.flickr.com/photos/jew_lee_yah_no/2930167324/ http://is.gd/1kW1d
  8. 8. Some of the tools <ul><li>Facebook </li></ul><ul><li>MySpace </li></ul><ul><li>YouTube </li></ul><ul><li>Twitter </li></ul><ul><li>flickr </li></ul><ul><li>Ning </li></ul><ul><li>blogs </li></ul>
  9. 9. Existing strategies on your campus <ul><li>8 vision points </li></ul><ul><li>increase academic quality of incoming class </li></ul><ul><li>increase diversity </li></ul><ul><li>increase retention </li></ul>
  10. 10. Existing strategies on your campus <ul><li>provide superior customer service </li></ul><ul><li>become a leader in sustainable education </li></ul><ul><li>instill entrepreneurial spirit in students </li></ul>
  11. 11. Where to start? <ul><li>seek out existing strategies </li></ul><ul><li>immerse yourself in them </li></ul><ul><li>think outside of the box </li></ul><ul><li>pitch ideas - collaborate - be passionate </li></ul>
  12. 12. goal execution concept collaboration strategy
  13. 13. Another spoke in the wheel
  14. 14. Another spoke in the wheel <ul><li>importance of overall integrated communications plan </li></ul><ul><li>not the be all - end all </li></ul>
  15. 15. How can SM help? <ul><li>personal, one-on-one, small: cafe shaped conversations (www.chrisbrogan.com/cafe-shaped-conversations) </li></ul><ul><li>far reach </li></ul><ul><li>listening tools: grow bigger ears ( http://is.gd/Nb8J ) </li></ul>
  16. 16. Applying a strategy using SM <ul><li>Admissions strategy </li></ul><ul><li>Tool: Ning </li></ul><ul><li>Concept: </li></ul>
  17. 17. Café New Paltz <ul><li>exclusive online community for fall ’09 accepted students </li></ul><ul><li>engage highest academic achievers </li></ul><ul><li>increase group 1 yield </li></ul><ul><li>how we promoted </li></ul>
  18. 18. Café New Paltz <ul><li>Content </li></ul><ul><ul><li>baristas </li></ul></ul><ul><ul><li>videos </li></ul></ul><ul><ul><li>daily interaction </li></ul></ul><ul><ul><li>birthdays </li></ul></ul><ul><ul><li>resources to maintain </li></ul></ul><ul><ul><li>jingle </li></ul></ul>
  19. 19. Café New Paltz <ul><li>Results (5/1/09) </li></ul><ul><ul><li>690 members </li></ul></ul><ul><ul><li>52% paid PED </li></ul></ul><ul><ul><li>70% from highest selectivity group </li></ul></ul><ul><li>After May 1 </li></ul>
  20. 20. ROI <ul><li>INFLUENCE </li></ul><ul><li>long tail effect </li></ul><ul><li>quality, not quantity </li></ul><ul><li>for $ ROI, see karlynmorissette.com </li></ul>
  21. 21. Measurement challenges <ul><li>Ning limitations </li></ul><ul><ul><li>doesn’t connect with student information system </li></ul></ul><ul><ul><li>no member usage data </li></ul></ul><ul><ul><li>no robust member management </li></ul></ul><ul><li>work with what you have! </li></ul>
  22. 22. What’s next? <ul><li>may do the same </li></ul><ul><li>myIthaca & Social Engine </li></ul><ul><li>Red Rover </li></ul>
  23. 23. SM Promotion <ul><li>interact.newpaltz.edu </li></ul><ul><li>show examples at tours & info sessions </li></ul><ul><li>include links in e-mail correspondence </li></ul><ul><li>bags </li></ul><ul><li>postcards </li></ul><ul><li>answer questions promptly </li></ul>
  24. 24. questions? <ul><li>Rachel Reuben rachelreuben.com </li></ul><ul><li>Blog: doteduguru.com Twitter: @rachelreuben </li></ul>

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