Slides from the Criterion Conferences webinar 'Making Decisions Around Social Media on January 31, 2012

1. Making decisions
around social media in
tertiary education
Lead by Christian Bowman
Internet Marketing Manager, Bond University

2. 31-01-2012
Making Decisions Around Social Media
in Tertiary Education #smeduwebinar
Christian Bowman @megabowman
CRICOS CODE 00017B
©2012 Bond University

3. “Help people do what they already want to do.”
BJ Fogg, Stanford University @bjfogg

4. TODAY’S WEBINAR
• Introduction
• Challenges
• Measuring results/Identifying trends
• The people have spoken – Poll Results
• ‘Please Sir, can I have some more?’
= Interesting marketing ideas

5. Nephew
Niece

6. …THE SIZE OF A SMALL HUMAN
A multi-channel marketing strategy
• Social media posts
• PPC campaign (Google, Facebook)
• Split Tested landing page
• Email campaign
• Daily statistics analysis
= Lots of friends in my new job

7. You are what you tweet…
You are what everyone else tweets you are…

8. CHALLENGES
• Developing a strategy
• Deciding on ownership within the business
• Resource allocation
• Governance & Policy development
• Other
Things are moving fast…

9. THE POWER OF SOCIAL MEDIA MARKETING
Activity convergence
Social Media
Corporate Channel
Recruitment
Marketing Marketing
Student
Public Relations Technology
Engagement

10. Listen to what others are saying about
you when you’re not around…

11. THE POWER OF SOCIAL MEDIA MARKETING
The Long Tail
The ‘other’ conversations (opportunity)
Long Tail H
Questions to ‘the network’
Status updates
Sharing of updates (in and out of context)

12. THE POWER OF SOCIAL MEDIA MARKETING
The Long Tail
The ‘other’ conversations (risk)
Long Tail H
Attack!
Attacking is entertaining and so easy…
Everyone is attacking, it must be cool!
= Need for a strategy

13. DEVELOPING A STRATEGY
• What are your business goals?
• Learn what you don’t know (Audit)
• Think infrastructure
• Academics are your best friends
• Consider resource implications
• It’s up to you!

14. SETTING GOALS

15. Are we sending the right message
at the right time?

16. Try
www.timely.is

17. DECIDING ON OWNERSHIP
• Marketing/PR/IS/Student Engagement/
Student Admin?
• Importance of responsibility
• Research
• Help mentality – This is beyond just marketing!
• Due diligence
• RASCI
• Who decides? ‘HiPPO’

18. WHAT IS THE APPROACH?
Measure &
Audit Discovery Optimisation Implementation
Refine

19. RASCI Chart

20. RESOURCE ALLOCATION
• What do you need?
• Who do you need?
• What does the University get out of it?
• Who manages the budget?
• How do you recruit?
• How will this help reach your objectives?

21. GOVERNANCE AND POLICY
• Get advice
• Don’t copy another organisation
• This is not just a marketing channel
• Align with University crisis management strategy
• KEEP IP
• Must evolve

22. OTHER CHALLENGES
• Marketing integration
• Staff engagement
• Long-term vs Short-term rewards
• Making mistakes
• Ownership of Data eg. Facebook, Twitter
– Changes to facebook eg. Timeline
– Removal of account/page
– Data accuracy/currency

23. MEASURING PEFORMANCE
• SOOO much data!
• Changing all the time
• Not always accurate
• What is important?
• What is actionable?
• Match it up with other reports
Avanish Kaushik – kaushik.net

24. MEASURING PEFORMANCE

25. Poll Results

26. WANT TO KNOW MORE?
• Pre-Conference workshop
• Setting KPI’s
• Developing analytics systems
• Prioritising tactical activities
• Marketing attribution models
• Developing ROI models
Tuesday 21st February, 2012
Melbourne, 9am-4pm

27. Visit:
www.socialtertiaryed.com
#socialedu

28. TAKE-AWAYS
• Understand the challenges
• Get more knowledge/advice
• Aim towards simplicity
• Think INFRASTRUCTURE
• It’s not just marketing
Enjoy Social Media, you are all leaders in this field.

29. MEGABOWMAN’S BOOK CLUB
• The New Relationship Marketing
by Mari Smith – MUST GET
• The Long Tail: Why the Future of Business is
Selling Less of More by Chris Anderson
• Made to Stick: Why Some Ideas Survive and
Others Die by Chip & Dan Heath
• The Tipping Point: How Little Things Can
Make a Big Difference by Malcom Gladwell

30. THANK YOU
Questions?

31. THE END … OR IS IT?
CRICOS CODE 00017B
©2012 Bond University