Handout for the session presented by Patrick J. Powers (@patrickjpowers) and Michael Stoner (@mstonerblog) presented at the Symposium for the Marketing of Higher Education in New Orleans, 13 November 2012.
July 2009 - New Tools for Alumni Outreach, Social Media in Higher EducationMatt Lindsay
Delivered at the regional Association of Private College and University Alumni Directors (PCUAD) meeting in July 2009. Interesting to see how our social networks have grown in usage, but a lot of the questions remain the same. Resources on page 2-3 are still valuable places for information.
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in A...Michael Stoner
This presentation was given at the CASE Social Media & Community Conference in Marina Del Rey on 19 March 2014. It provides initial findings and observations from the 2014 Survey of Social Media & Advancement sponsored by CASE, Huron Education, and mStoner, Inc.
Social Media Enters the Mainstream: Report on the Use of Social Media in Adva...Michael Stoner
This report focuses on data from the fifth year of surveying professionals in institutional advancement at colleges and universities around the world on how they use social media in fundraising, alumni engagement, marketing, PR, and other external relations activities.
The findings indicate that social media has become a mainstream channel for engagement in eduction. If you want a single data point that indicates how entrenched social media has become in advancement, consider that 46 percent of presidents, chancellors, and other institution heads use social media in their official roles.
Download the report: http://offers.mstoner.com/social-media-enters-the-mainstream-download-free-white-paper
The New Model of Interaction in Social NetworksSharlyn Lauby
America Empresarial, Bogota, 2011
The concept of social networking isn’t just for young people anymore. More and more businesses and professionals are using social media as a way to generate revenue and interact with customers (both internally and externally.) When case studies show the use of social tools exceeds email, then businesses have to stand up, take notice and join the movement. For business professionals, this becomes an opportunity to develop an internal marketing and communications strategy to support our organizations.
But what exactly is the philosophy behind social networking? This presentation offers an overview to the purpose of social media and the key considerations for developing and implementing a social networking strategy in your organization.
July 2009 - New Tools for Alumni Outreach, Social Media in Higher EducationMatt Lindsay
Delivered at the regional Association of Private College and University Alumni Directors (PCUAD) meeting in July 2009. Interesting to see how our social networks have grown in usage, but a lot of the questions remain the same. Resources on page 2-3 are still valuable places for information.
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in A...Michael Stoner
This presentation was given at the CASE Social Media & Community Conference in Marina Del Rey on 19 March 2014. It provides initial findings and observations from the 2014 Survey of Social Media & Advancement sponsored by CASE, Huron Education, and mStoner, Inc.
Social Media Enters the Mainstream: Report on the Use of Social Media in Adva...Michael Stoner
This report focuses on data from the fifth year of surveying professionals in institutional advancement at colleges and universities around the world on how they use social media in fundraising, alumni engagement, marketing, PR, and other external relations activities.
The findings indicate that social media has become a mainstream channel for engagement in eduction. If you want a single data point that indicates how entrenched social media has become in advancement, consider that 46 percent of presidents, chancellors, and other institution heads use social media in their official roles.
Download the report: http://offers.mstoner.com/social-media-enters-the-mainstream-download-free-white-paper
The New Model of Interaction in Social NetworksSharlyn Lauby
America Empresarial, Bogota, 2011
The concept of social networking isn’t just for young people anymore. More and more businesses and professionals are using social media as a way to generate revenue and interact with customers (both internally and externally.) When case studies show the use of social tools exceeds email, then businesses have to stand up, take notice and join the movement. For business professionals, this becomes an opportunity to develop an internal marketing and communications strategy to support our organizations.
But what exactly is the philosophy behind social networking? This presentation offers an overview to the purpose of social media and the key considerations for developing and implementing a social networking strategy in your organization.
Social media is shaping how school
leaders communicate, connect with
their communities, share breaking
information, monitor sentiment, and,
yes, how they talk with and teach their
kids. This five-step toolkit provides
you with resources to implement,
maintain and successfully leverage
social media to improve student,
teacher and community engagement
and move your communications and
community engagement programs
into the 21st century.
The interactive document is loaded with links to external sources, a one-stop-shop for your school's social media program.
Presented at the Social Marketing course, Lugano, October 13, 2008. Social Media could be used for promoting social marketing campaigns. In the Web 2.0 it is important to understand WHAT tools use and HOW use them for reaching important goals. What about behavior change? There are lots of opportunities for research out there.
Keynote address given at the Seminar on "Social Media for Corporate Communication and Marketing" organized by the Bombay Chamber of Commerce and Industry, on Nov 27, 2009.
This presentation will give a brief overview of social and digital media and how it has become a major part of our lives, businesses and ecosystem.
It is important to understand how it affects our daily lives, and also how media and the way we communicate has changed (and still is changing) drastically.
Personal Branding Social Media Campaign StrategyTori Green
A summary of campaign research, implementation and evaluation of promoting personal brand on three social media platforms: Twitter, Linked-in and a blog on portfolio website. The campaign goal was to promote personal brand to potential employers and demonstrate knowledge of events and communication industry. Summary includes additional research on cross platform best practices and advice for personal branding, career readiness on Facebook, Pinterest and Instagram.
Social media: Connecting their networks with your website-mStoner: t44uTerminalfour
Your website should be the hub for all your institution's communications. And because social media is such a valuable way to connect with and engage constituents, they should be integrated into your site. Michael Stoner, president of mStoner, will look at why this is essential, explore some great examples from colleges and universities around the world, and suggest ways in which TERMINALFOUR makes this kind of integration easy for you to accomplish. Click here to view the video presentation on YouTube: http://bit.ly/1HYNmau
Beyond Facebook Cascade Server User Conference Session, by James Horigan, Dig...hannonhill
What is your social media strategy? Is Facebook on its way out? Why do students prefer twitter? Why is YouTube the largest social community? What about social apps like Instagram? Are you getting measurable results? Do your students even want you in their social streams?
Let’s have a frank conversation about the rapidly changing social media landscape and where the opportunities for success are. This round table discussion will be lead by veteran web strategist, James Horigan, Co-Founder of Digital Wave.
Measuring Value Of New Media Channels While Combining Them With Traditional C...Shael Sharma
4th Annual Corporate Communications ForumBombay 14-15 May’09:
Measuring Value Of New Media Channels While Combining Them With Traditional Channels To Manage Reputation In A Digitally Connected World
This presentation, which I delivered at the TerminalFOUR conference in Dublin, Ireland, on 19 November 2014, focuses on how to incorporate social media into a college or university website.
Social media is shaping how school
leaders communicate, connect with
their communities, share breaking
information, monitor sentiment, and,
yes, how they talk with and teach their
kids. This five-step toolkit provides
you with resources to implement,
maintain and successfully leverage
social media to improve student,
teacher and community engagement
and move your communications and
community engagement programs
into the 21st century.
The interactive document is loaded with links to external sources, a one-stop-shop for your school's social media program.
Presented at the Social Marketing course, Lugano, October 13, 2008. Social Media could be used for promoting social marketing campaigns. In the Web 2.0 it is important to understand WHAT tools use and HOW use them for reaching important goals. What about behavior change? There are lots of opportunities for research out there.
Keynote address given at the Seminar on "Social Media for Corporate Communication and Marketing" organized by the Bombay Chamber of Commerce and Industry, on Nov 27, 2009.
This presentation will give a brief overview of social and digital media and how it has become a major part of our lives, businesses and ecosystem.
It is important to understand how it affects our daily lives, and also how media and the way we communicate has changed (and still is changing) drastically.
Personal Branding Social Media Campaign StrategyTori Green
A summary of campaign research, implementation and evaluation of promoting personal brand on three social media platforms: Twitter, Linked-in and a blog on portfolio website. The campaign goal was to promote personal brand to potential employers and demonstrate knowledge of events and communication industry. Summary includes additional research on cross platform best practices and advice for personal branding, career readiness on Facebook, Pinterest and Instagram.
Social media: Connecting their networks with your website-mStoner: t44uTerminalfour
Your website should be the hub for all your institution's communications. And because social media is such a valuable way to connect with and engage constituents, they should be integrated into your site. Michael Stoner, president of mStoner, will look at why this is essential, explore some great examples from colleges and universities around the world, and suggest ways in which TERMINALFOUR makes this kind of integration easy for you to accomplish. Click here to view the video presentation on YouTube: http://bit.ly/1HYNmau
Beyond Facebook Cascade Server User Conference Session, by James Horigan, Dig...hannonhill
What is your social media strategy? Is Facebook on its way out? Why do students prefer twitter? Why is YouTube the largest social community? What about social apps like Instagram? Are you getting measurable results? Do your students even want you in their social streams?
Let’s have a frank conversation about the rapidly changing social media landscape and where the opportunities for success are. This round table discussion will be lead by veteran web strategist, James Horigan, Co-Founder of Digital Wave.
Measuring Value Of New Media Channels While Combining Them With Traditional C...Shael Sharma
4th Annual Corporate Communications ForumBombay 14-15 May’09:
Measuring Value Of New Media Channels While Combining Them With Traditional Channels To Manage Reputation In A Digitally Connected World
This presentation, which I delivered at the TerminalFOUR conference in Dublin, Ireland, on 19 November 2014, focuses on how to incorporate social media into a college or university website.
A brief description of what social media marketing is all about and how companies can take advantage of social media marketing to engage their customers.
Pages and Profiles: Understanding Facebook & Pinterest Susan Chesley Fant
These slides are an introduction to the University of Alabama Masters of Marketing Sciences course: MKT597 - Digital & Social Media Marketing. Focused on developing a bridge between personal use of Facebook and Pinterest to a professional use of these social places. Utilizes discussion of a McKinsey Quarterly white paper and examples of corporate social media campaigns including, Mountain Dew, Gatorade, Ford Escape and New Girl, Old Spice and Nordstrom.
Powerpoint presentation defining what social media and networking is and why it is important to business. Examples, screen shots, best practices, overviews and analysis of Facebook, Twitter, LinkedIn, blogs, and other sites and services.
This slide is about how social media is impacting on large as well as small businesses(SMBs).How social media is influencing customers to reach companies through facebook, instagram etc social networks.
Pay to Play-SocialMedia & Advancement 2016Michael Stoner
This white paper explores new challenges for higher ed advancement's use of social media for outreach, engagement, and fundraising. We explored how institutions are using tools for boosting, promoting and advertising their social initiatives as organic reach of posts, tweets, and images has declined. Download at: http://mstnr.me/2g22TNr
Refining, Prioritizing, Expanding: Social Media in Advancement 2015Michael Stoner
This white paper explores how higher ed advancement offices around the world are using social media in alumni engagement, outreach, and fundraising. We learned that while institutions are using social media successfully, they have a difficult time assessing how successful they really are. However, that hasn't stopped progressive institutions from using social media in fundraising campaigns, for crowdfunding initiatives and for successful giving days. Download at: http://bit.ly/CASESocial15
This is the presentation that Gil Rogers and I presented at ACT's Enrollment Planner's Conference (#ACTEPC) in Chicago on 16 July 2015. We explore 8 myths regarding what admission professionals really understand about the media use and college search behavior of college-going teens. Data in this presentation is based on research conducted by Chegg and mStoner. We'll be publishing a white paper about it later in the year.
Social Media Comes of Age: Universities Get Results From Social-Powered Campa...Michael Stoner
This is an article I wrote for SCUP’s Planning for Higher Education Journal (July–September 2013) that shares some insights about how universities have used social media in different campaigns. It contains three case studies: William & Mary’s Ampersandbox; Florida State’s Great Give; and Missouri University of Science and Technology’s use of social media in crisis communications. Examples are taken from case studies in our book, Social Works.
#SocialMedia, Advancement, and Fundraising in Education 2013Michael Stoner
This white paper reports on findings from the fourth survey of social media in advancement, conducted in January and February, 2013, by Huron Education and mStoner in partnership with The Council for Advancement and Support of Education. [Results do not represent perspectives on the use of social media in learning and teaching or student recruitment and admissions.] Published October 2013.
This case study includes 6 new case studies of how schools, colleges, and universities use social media to raise money.
What I Learned About #SocialMedia Editing Social WorksMichael Stoner
This is a handout for the presentation I did at PRSA's summit for the Counselors to Higher Ed section on 18 April 2013 in Washington, DC. I shared reflections about what I learned about social media in researching and editing the case studies for our book, Social Works.
Initial Findings of CASE-Huron-mStoner Survey of Social Media in Advancement ...Michael Stoner
This is the slide deck that Cheryl Slover-Linett, consultant with Huron Consulting, and Michael Stoner used in a presentation covering initial findings from the 2013 CASE-Huron-mStoner Survey of Social Media in Advancement. Presentation given at the CASE Social Media and Community Conference on 17 April 2013 in Cambridge, MA.
This report looks at data from CASE/mStoner/Slover Linett survey of social media in advancement. This data provides a compelling view of what has changed — and what has remained the same since 2010 in the way institutions use social media for advancement. One big change is that some 50% of institutions surveyed use social channels as part of a multi-channel campaign. Contains six case studies of how seven colleges and universities used social media in campaigns.
There are many reasons why college and university presidents find the use of social media invaluable--and why they're concerned about it. Presented at CASE Europe, 29 August 2012.
Topline Report on 2012 Social Media & Advancement ResearchMichael Stoner
These are the topline findings from the third annual Survey of Social Media in Advancement, conducted by mStoner in partnership with the Council for Advancement and Support of Education (CASE) and Slover Linett Strategies. This document contains demographic data from respondents and tables and data.
This study, which focuses on how institutions manage social media activities related to advancement, was designed and conducted by Slover Linett. The 2012 survey was distributed to CASE members in the US and abroad. Most are college and university professionals working in advancement, development, marketing, alumni relations, and other areas. This year’s response was the largest to date, with 1,187 respondents.
We’re working with our partners there and at CASE on a white paper to be released in July. The white paper will provide a look at deeper some of these results, with a strong focus on how institutions are using social media in campaigns. Half the institutions that responded are using social media channels as an integral part of campaigns, with outcomes that range from boosting attendance at events to raising money. We’ll include about half-a-dozen case studies of campaigns in the white paper.
Succeeding with Social Media (CASE SMC 12)Michael Stoner
This is the handout of a presentation that Bill Hayward (Slover Linett Strategies) and Michael Stoner did at the CASE Social Media and Community Conference in Chicago, IL, in April 2012. We report on findings from the 2012 CASE/mStoner/Slover Linett Survey of Social Media in Advancement.
This is a reprint of a chapter I wrote for Public Relations and the Presidency: Strategies and Tactics for Effective Communications, ed. by John Ross & Carol Halstead (CASE, 2001). I wrote this in late 2000; interesting to read the conclusions and recommendations a decade later.
Findings & Reflections: CASE/mStoner/Slover Linett Social Media Survey 2011 Michael Stoner
This presentation presents data from an international survey in spring, 2011, of how schools, colleges and universities use social media in their advancement activities (alumni relations, external relations, marketing, fundraising). We reflect on what some of what we learn means as far as staffing and managing social media. We also explore characteristics of institutions that are successful with social media.
Findings from 2011 CASE/mStoner/Slover Linett Survey of Social Media & Advanc...Michael Stoner
These slides are from a presentation that Cheryl Slover-Linett and I did at the CASE Social Media & Community Conference. It's a report on key findings from the 2011 CASE/mStoner/Slover Linett Survey of Social Media & Advancement, along with some implications and recommendations.
Slides for presentation I did on 6 April at Congreso CASE Latinoamérica 2011. Explores six significant themes that marketers, social media people, and other leaders in higher education need to focus on this year. I discuss how all communications & marketing channels are connected, how everyone needs to
Susan Evans, director of creative services at William & Mary, and Michael Stoner, president of mStoner, gave this presentation at the edUi conference in Charlottesville, CA, in November. It contains a case study of how the College of William & Mary conducted a search for a new mascot using primarily social media and offers insights into how to use multiple channels--online and offline, print and web, social and conventional--to conduct a successful campaign.
This presentation was given by Michael Stoner, president of mStoner, and Heather Sullivan, director of communications at Northfield Mount Hermon School in Gill, MA, at the CASE V conference in Chicago, IL, on 12 December 2010. The presentation focuses on campaigns that blend social media with other channels. It includes case studies of Northfield Mount Hermon School and Oregon State University's Powered By Orange campaigns.
Succeeding with Social Media in Advancing EducationMichael Stoner
This white paper provides highlights of research into how schools, colleges, and universities use social media in institutional advancement--raising money, building affinity, and marketing the institution. It's based on research conducted in spring, 2009, by CASE, mStoner, and Slover-Linett Strategies, the first-ever study of these activities. It includes an appendix on how colleges and universities use social media in admission and enrollment and four case studies of social media in action.
2. Us
Michael Stoner Patrick Powers
Michael.Stoner@ PatrickPowers59@
mStoner.com Webster.edu
@mstonerblog @patrickpowers
mStoner.com/ PatrickPowers.net
mStonerblog.com LinkedIn.com/in/
Slideshare.net/mStonervt patrickjpowers
3. I. Facebook’s
challenges
1. How many people in here use Facebook?
2. What do you use it for yourself? Do you log on to see
your dentist?
Teens made it clear yesterday that they don’t want U on
their Facebook feed.
4. Economic & competitive
• ROI: it’s difficult to measure ROI from Facebook.
• Facebook doesn’t get mobile. Despite last quarter
advertising results.
• What will happen as more commercial posts &
ads intrude in your news feed? Engagement
fatigue.
ROI: There are simple metrics we can get — reach, comments, shares, likes, etc — but because of
Facebook’s one-page-fits-all model, it remains a challenge to tie them to concrete business goals.
Plus, posts have a short tail; compare that to your website or blog (on mStoner’s blog, several of
our posts from 2009 are among the most accessed today): Facebook posts get half their reach
within 30 minutes of publication [www.marketingcharts.com/wp/direct/facebook-posts-get-
half-their-reach-within-30-minutes-of-being-published-24453/]
Facebook + mobile: According to a recent Appcelerator/IDC Quarterly Mobile Developer
Report, 34% of developers said that they did not fully understand Facebook's mobile strategy, a
damning response against the social platform that has not been fully addressed by the company.
See Rowinski, Dan. "Mobile Devs Interested in Google Over Facebook for Social Mobile Apps."
ReadWriteWeb. 19 Mar 2012. Web. <http://www.readwriteweb.com/mobile/2012/03/ mobile-
devs-increasingly-inter.php>.
Engagement fatigue: Michael Stoner, mstnr.me/Ux1CLI; Facebook Usage Declining:
mstnr.me/PXzkya
5. Facebook is no longer cool
• Early adopters are abandoning Facebook
• Teens are leaving Facebook. In droves.
• Facebook faces ongoing PR issues. And we all
know how perception drives reality.
• The alternative is being developed . . . now.
Teens are leaving Facebook: Drawn to niche sites such as Foursquare and Tumblr, teens appear
to be expanding beyond Facebook. According to market research firm YPulse, 18% of teens prefer to
"check in" on Foursquare instead of Facebook, and 10% say Pinterest is a better site for browsing.
[See: Foley, Nick. "USA TODAY." USATODAY.COM. N.p., 21 June 2012. <http://
usatoday30.usatoday.com/tech/news/story/2012-06-20/facebook-teens/55723500/1>]
Facebook PR challenges: How many brands have people saying things like “I despise Facebook?”
Facebook is screwing brands, driving reach down so brands will pay for more posts: “Facebook: I
want my friends back!” [dangerousminds.net/comments/facebook_i_want_my_friends_back];
“Distrust of Facebook Now Demands a Help Page Dispelling ‘Common Myths’” [betabeat.com/
2012/09/facebook-addresses-its-own-common-myths-does-not-answer-why-you-were-so-
embarrassing-on-facebook-in-2007/]
Leaving Facebook: Douglas Lee Miller, “Leaving Facebook: 5 Reasons Your School Doesn’t Need
it Anymore
“: douglasleemiller.wordpress.com/2012/10/31/leaving-facebook-5-reasons-your-school-doesnt-
need-it-anymore/
6. Your biggest challenge
• The investors own Facebook,
not you.
• “Community management” =
“Facebook change management.”
• Social media budgets in .edu
are underfunded. Duh.
• Niche social networks are
exploding: Pinterest,
• A neglected contender:
LinkedIn
Niche social networks: Weekly visits to Pinterest's website from North American users hit nearly 29 million in July, up from 1.27 million a year earlier,
according to Experian Marketing Services. That's an increase of 2,183% for the social network, which has been especially popular among women. See:
Rodriguez, Salvador. "Pinterest, Instagram Continue Meteoric Growth." Los Angeles Times. Los Angeles Times, 29 Aug. 2012. Web. <http://
articles.latimes.com/2012/aug/29/business/la-fi-tn-pinterest-instagram-growth-20120829>.
Pushback from small companies, nonprofits: Facebook is screwing brands, driving reach down so brands will pay for more posts: “Facebook: I want my
friends back!” [dangerousminds.net/comments/facebook_i_want_my_friends_back];
“Facebook's EdgeRank Changes: A U.K. Company Claims They're Killing Small Businesses” [readwrite.com/2012/11/05/facebooks-edgerank-changes-a-
uk-company-claims-theyre-killing-small-businesses]. Josh Constine, “Killing Rumors With Facts: No, Facebook Didn’t Decrease Page Feed Reach To Sell
More Promoted Posts,” TechCrunch[http://techcrunch.com/2012/11/07/killing-rumors-with-facts-no-facebook-didnt-decrease-page-news-feed-reach-
to-sell-more-promoted-posts/] says that the actions by Facebook’ that sparked the blog post at Dangerous Minds are beneficial in that they reduce spam in
newsfeeds and therefore are good for brands. What’s striking to us is the lack of trust in Facebook, which makes Dangerous Mind’s claims entirely plausible.
Underfunding in .edu: Chief Marketing Officers of 249 U.S. companies in August 2012 said they would increase current spending on social media from 7.6
percent of their overall marketing budget to 10.7 percent over the next 12 months. They expected to see that number rise to 18.8 percent in the next five years,
according to a survey from Duke’s Fuqua School of Business. Is your institution keeping pace? [Moorman, Christine, and T. Austin Finch. The CMO Survey.
Duke University, Aug. 2012. Web. <http://cmosurvey.org/files/2012/08/The_CMO_Survey_Highlights_and_Insights_August-2012-Final.pdf>]
8. What does Facebook do right?
• Creates engaging features.
• Balances rule and autonomy.
• Makes it easy. At least for your audiences.
Creates engaging features: Facebook users spent more than 10.5 billion
total minutes per day on the site in January, an average of 12.4 minutes per
user per day, according a the company’s S-1 filing with the Securities and
Exchange Commission. [Amendment No. 3 to Form S-1 REGISTRATION
STATEMENT. Rep. N.p.: n.p., n.d. 27 Mar. 2012. Web. <http://www.sec.gov/
Archives/edgar/data/1326801/000119312512134663/d287954ds1a.htm>]
Makes it easy: A new page post targeting feature increases the post
parameters to include age, gender, education, college name, graduation
status, major, workplace and high school. Essentially it allows institutions to
filter down to current students, alumni and transfers. [Powers, Patrick. "What
Facebook's Enhanced Targeting Could Mean for Higher Education." Patrick
Powers. N.p., July 2012. Web. <http://patrickpowers.net/2012/07/what-
facebooks-enhanced-targeting-could-mean-for-higher-education/>.]
9. A survey by Maguire Associates and Fastweb.com has found that students on the hunt for a college or university turn to Web sites first. Seven out of 10 who responded said they
go directly to college Web sites to find information about degree programs, costs, and admission application deadlines. [http://campustechnology.com/articles/2012/10/02/
survey-prospective-students-visit-college-sites-not-social-media-first.aspx]
Teens & social media:
• Websites are important to teens: for example, 71% of seniors rely on web content for information about academic program options; 38% say they rely on social media for the
same info. Many (72%) use Google, Bing, or Yahoo to search for colleges. And websites are way more influential for seniors (4.54) than a college’s Facebook page (2.29).
• Print is important to teens: 58% rely on printed brochures to learn about campus location and community; 34% use social media. And 72% use brochures/print mail from
schools to build their list of schools to check out.
• Teens use email: for example, 62% said they used “emails I get from schools” to help identify schools to explore further.
• Only 46% have visited a school’s Facebook page and of those, 69% have liked a college or university page. Even brochures are more influential than a college’s Facebook page
(3.38 vs. 2.47).
[These bullet points from: Noel-Levitz, 2012 E-Expectations: mstnr.me/PEidQy]
When teens do research, here’s where they go:
2 Google or other online search engine (94%)
3 Wikipedia or other online encyclopedia (75%)
4 YouTube or other social media sites (52%)
[These from: Pew Internet, “How Teens Do Research in the Digital World”: www.pewinternet.org/Reports/2012/Student-Research/Summary-of-Findings/Overview.aspx]
10. Connect the dots
• Everything is connected to everything else.
• Powerful positioning, messaging, branding.
• Real-world connections: “authenticity.”
• Powerful stories: well-told, shareable,
demonstrating value.
• Curation: sharing content from your social
channels.
Everything is connected: mStoner’s first law of branding: mstnr.me/
RsGTIv; Barry Commoner: en.wikipedia.org/wiki/Barry_Commoner
11. Focus on your current platforms.
• Steal the stuff that Facebook does well.
• It’s OK to share, comment, & “like” university
content.
• Make it easy.
• Pick one, two, three or ten platforms. But you
have to own them all.
14. A random conversation with an art professor at Elizabethtown College led to:
• Local Sunday newspaper story
• Video footage for website
• As-it-happened social media coverage
• Instagram images
• Facebook album
• Freelance photography for future viewbook use
Thanks to Donna Talarico-Beerman, integrated marketing manager,
Elizabethtown College
15. Social is now woven into campaigns
Half use social as part How often is social a part of
of a campaign of campaigns?
21%
40%
50% 50%
20%
19%
yes no 1-25% 26-50% 51-75%
76-100%
Campaign: a broader, planned effort to achieve a goal
Fewer than 1/4 use social in every campaign.
From: Cheryl Slover-Linett & Michael Stoner, #SocialMedia and
Advancement: Insights from Three Years of Data, August 2012: http://
mstnr.me/TpQPTv
17. electionblog2010.blogspot.com
www.youtube.com/user/
60secondpolitics
nottspolitics.org
The communications and marketing team at the University of Nottingham created a campaign focused on positioning Nottingham as the
definitive source of expert commentary on the 2010 UK elections. This involved both staff members in the communications and marketing team
as well as faculty with expertise in politics. By live blogging 24/7 during the election season, they wanted to draw the attention of reporters and
major media , scholars at other institutions, the general public, potential students, and public opinion influencers.
Before the effort began, they developed a series of goals to which they attached specific numbers. For example: “to generate 20 pieces of national
and international [media] coverage…”; “… to help increase applications by at least 5%.” In preparation, the team researched reporters, bloggers, and
experts, developing extensive lists of media contacts.
One staff member worked closely with the faculty experts and bloggers to time tweets and posts in response to developing election themes. Traffic
was largely driven by Twitter (123 tweets with 7,779 click-throughs), online PR, and linked placement of faculty experts supported by their blog
posts and traditional PR work.
By the campaign’s end, 104 blog posts had delivered more than 90,000 page views. The campaign exceeded all the targets set by the office. And:
“Every item of national media coverage on Election Day featured a University of Nottingham spokesperson,” for a total of 466 national media hits.
Applications to the School of Politics & International Relations rose 15%.
Complete case study included in Michael Stoner, editor. Social Works: How #HigherEd Uses #SocialMedia to Raise Money, Build Awareness,
Recruit Students and Get Results (St. Louis, MO: EDUniverse Media, Inc.): to be published February, 2013. More info: http://mstnr.me/Xgi1sm
18. mstnr.me/rp2E7L
Using Facebook, email, the web, and other tools, Madison Area Technical
College in Madison, Wis., won public support for a $134-million rebuilding
project by almost 60 percent of the vote.
Complete case study included in Michael Stoner, editor. Social Works: How
#HigherEd Uses #SocialMedia to Raise Money, Build Awareness, Recruit
Students and Get Results (St. Louis, MO: EDUniverse Media, Inc.): to be
published February, 2013. More info: http://mstnr.me/Xgi1sm
19. mstnr.me/webstix
In 2011, Webster University secured 200 tickets to seven concerts through a partnership with Verizon Wireless Ampitheatre and devised a plan to distribute these tickets to those who
engage with the University on various social media platforms. The idea was to build brand awareness and drive to drive web traffic during the summer months, a time with little activity on
the Webster website. There were three ways to win tickets from Webster University as part of the social media campaign:
1. Follow us on Twitter. Once a week we sent a tweet encouraging people to re-tweet a message. The message included links to our twitter account and our blog. Example: 2 tix courtesy of
@WebsterU to the first 5 ppl to tweet: "@WebsterU is hooking me up with Styx/Foreigner tickets! http://ow.ly/1KcaN" #STL
2. Check-in to Webster University on Foursquare. We built a check-in special on Foursquare that people could unlock when they checked-in to specific locations on campus.
3. Post a video to YouTube answering the question Why Webster?
Traffic coming from social media to the blogs.webster.edu server during the months of June and July was up from 230 in 2010 to 2,476 in 2011 and pageviews increased from 747 (2010) to
4,628 (2011).
Twitter proved to be the most effective tool for communication about the Summer Ticket Giveaway, generating 822 mentions; 263 new followers; 871 website referrals (204% increase from
2010). An additional benefit, although hard to measure, was the word of mouth on campus talking about Twitter. While everyone following @websteru may not have re-tweeted the
messages, they were paying attention.
The campaign only resulted in one user-generated video on YouTube but it provides an authentic testimonial that has since been viewed more than 250 times.
Webster University created nine separate check-in campaigns on Foursquare; 308 people view the various check-in specials and 213 people unlocked them.
Complete case study included in Michael Stoner, editor. Social Works: How #HigherEd Uses #SocialMedia to Raise Money, Build Awareness, Recruit Students and Get Results (St. Louis,
MO: EDUniverse Media, Inc.): to be published February, 2013. More info: http://mstnr.me/Xgi1sm
20. print: box of cards with word web: ampersandbox.wm.edu
pairings
Admissions: mstnr.me/wmadmit
Sixty days after launch:
• 14,731 page views
• 3,948 unique visitors
• 2:09 average time on site
• Visits from 44 countries
• 28% of traffic is from Williamsburg
In the first six months:
• 33,500 page views
• 9,500+ unique visitors
• 1:55 average time on site
• Visits from 64 countries
• 21% of traffic is Williamsburg
Applications up 8% over previous year
Anecdotal: “My daughter Holly (high school junior) and my wife went on a campus visit Monday and brought back the new view book. It’s
innovative and well done—very impressive compared to the materials we are seeing from other schools.”
Press: Chronicle of Higher Ed coverage: http://bit.ly/A79rVn; “Naked & Friendly” (mStonerblog post): www.mstonerblog.com/index.php/
blog/comments/naked_friendly/
Complete case study included in Michael Stoner, editor. Social Works: How #HigherEd Uses #SocialMedia to Raise Money, Build Awareness,
Recruit Students and Get Results (St. Louis, MO: EDUniverse Media, Inc.): to be published February, 2013. More info: http://mstnr.me/Xgi1sm
21. Key takeaways
• Don’t buy into the hype about Facebook. Be
aware of challenges & issues.
• If your website isn’t awesome, dial back other
channels until it is.
• Make sure that every other channel you use is
equally awesome.
• Choose appropriate channels to reach key
audiences. Some may be offline channels.
22. Resources
#SOCIALMEDIA
AND ADVANCEMENT:
INSIGHTS FROM
THREE YEARS OF DATA
Cheryl Slover-Linett and Michael Stoner
Social Works #SocialMedia & Advancement
mstnr.me/Xgi1sm mstnr.me/TpQPTv