Learn about how Florida International University’s College of Business Administration has used Social Media for Customer Service, Recruitment and Brand Awareness. Why choose one network over the other, what has worked and what has not, and the results obtained from different campaigns using social media.

1. SOCIAL MEDIA
In Higher Education
Joel Cloralt
E-Marketing Coordinator
Florida International University
College of Business Administration

4. SOCIAL MEDIA SITES

5. SOCIAL MEDIA SITES

6. SOCIAL MEDIA SITES

7. FIU BUSINESS’ SOCIAL
MEDIA STRATEGY

8. FIU BUSINESS’ SOCIAL
MEDIA STRATEGY
✓Branding / Communication
✓Customer Service
✓Recruiting

9. FIU BUSINESS’ SOCIAL
MEDIA STRATEGY

10. FIU BUSINESS’ SOCIAL
MEDIA STRATEGY
✓Branding / Communications
‣ Engage constituents with stories, activities, news and articles
that deliver brand attributes

11. FIU BUSINESS’ SOCIAL
MEDIA STRATEGY
✓Branding / Communications
‣ Engage constituents with stories, activities, news and articles
that deliver brand attributes
✓Customer Service
‣ Monitor and respond to comments and issues

12. FIU BUSINESS’ SOCIAL
MEDIA STRATEGY
✓Branding / Communications
‣ Engage constituents with stories, activities, news and articles
that deliver brand attributes
✓Customer Service
‣ Monitor and respond to comments and issues
✓Recruiting
‣ Reach prospects where they spend time online
• Two-way interaction
• Inquiry forms
• Ad placements

14. BRANDING – UNCOMMON THINKERS

15. BRANDING – UNCOMMON THINKERS
✓Campaign launched in Spring 2007

16. BRANDING – UNCOMMON THINKERS
✓Campaign launched in Spring 2007
✓Facebook Page
‣ Substituted uncommonthinkers.com in 2009
‣ Leverage Facebook’s platform & functionality
‣ 5,900+ fans (or Likes)

17. BRANDING – UNCOMMON THINKERS
✓Campaign launched in Spring 2007
✓Facebook Page
‣ Substituted uncommonthinkers.com in 2009
‣ Leverage Facebook’s platform & functionality
‣ 5,900+ fans (or Likes)
✓Uncommon Thinkers Test --> Facebook App
‣ Developed in-house in two weeks
‣ Test takers on website (2 years): 3,000
‣ Test takers on Facebook (1 year): 41,000+

18. Facebook Page

19. Uncommon Thinkers
Facebook Page

20. Facebook Application

21. FIU BUSINESS FACEBOOK PAGE

22. FIU BUSINESS FACEBOOK PAGE
✓Selectively post articles from BizNews and other sources,
stimulating interaction

23. FIU BUSINESS FACEBOOK PAGE
✓Selectively post articles from BizNews and other sources,
stimulating interaction
✓Inquiry forms integrated with CRM system (Intelliworks) for
recruiting

24. FIU BUSINESS FACEBOOK PAGE
✓Selectively post articles from BizNews and other sources,
stimulating interaction
✓Inquiry forms integrated with CRM system (Intelliworks) for
recruiting
✓Great platform for customer service

25. FIU BUSINESS FACEBOOK PAGE
✓Selectively post articles from BizNews and other sources,
stimulating interaction
✓Inquiry forms integrated with CRM system (Intelliworks) for
recruiting
✓Great platform for customer service
✓4,500+ fans (or Likes)

26. FIU BUSINESS FACEBOOK PAGE
✓Selectively post articles from BizNews and other sources,
stimulating interaction
✓Inquiry forms integrated with CRM system (Intelliworks) for
recruiting
✓Great platform for customer service
✓4,500+ fans (or Likes)
✓Cross-promote with Uncommon Thinkers page

27. FIU Business Facebook Page

28. Facebook Page

29. BRANDING – FIU BUSINESS

42. RECRUITING - FACEBOOK
✓Forms directly integrated with CRM system (Intelliworks)

43. RECRUITING - FACEBOOK
✓Text
ads for Info Sessions, targeted geographically and
demographically
✓Generated 13% of all RSVPs in 2009

44. CUSTOMER SERVICE - FACEBOOK

46. COMMUNICATIONS – BIZNEWS.FIU.EDU

47. COMMUNICATIONS – BIZNEWS.FIU.EDU
✓News portal developed on WordPress blogging platform

48. COMMUNICATIONS – BIZNEWS.FIU.EDU
✓News portal developed on WordPress blogging platform
✓Consolidated all e-newsletters

49. COMMUNICATIONS – BIZNEWS.FIU.EDU
✓News portal developed on WordPress blogging platform
✓Consolidated all e-newsletters
✓Tweet every article

50. COMMUNICATIONS – BIZNEWS.FIU.EDU
✓News portal developed on WordPress blogging platform
✓Consolidated all e-newsletters
✓Tweet every article
✓RSS feeds are pulled into contextually relevant webpages

51. COMMUNICATIONS – BIZNEWS.FIU.EDU
✓News portal developed on WordPress blogging platform
✓Consolidated all e-newsletters
✓Tweet every article
✓RSS feeds are pulled into contextually relevant webpages
✓Unique visits to news articles have increased 135% since launch
of BizNews

52. BizNews.fiu.edu

53. International MBA website

55. TWITTER

56. TWITTER
✓ @FIUBusiness account

57. TWITTER
✓ @FIUBusiness account
✓ BizNews articles are Tweeted

58. TWITTER
✓ @FIUBusiness account
✓ BizNews articles are Tweeted
✓ Additional news, comments, events

59. TWITTER
✓ @FIUBusiness account
✓ BizNews articles are Tweeted
✓ Additional news, comments, events
✓ Monitor Twittersphere for keywords
(MBA, FIU, Miami, Business, etc.)

60. TWITTER
✓ @FIUBusiness account
✓ BizNews articles are Tweeted
✓ Additional news, comments, events
✓ Monitor Twittersphere for keywords
(MBA, FIU, Miami, Business, etc.)
✓ Nice platform for customer service and interacting with
prospects

61. Twitter Profile

62. TweetDeck
Seesmic

63. CUSTOMER SERVICE - TWITTER

65. LinkedIn Group

66. LINKEDIN

67. LINKEDIN
✓Alumni group created by Executive MBA alumnus and now
administered by FIU

68. LINKEDIN
✓Alumni group created by Executive MBA alumnus and now
administered by FIU
✓Great platform for professional networking

69. LINKEDIN
✓Alumni group created by Executive MBA alumnus and now
administered by FIU
✓Great platform for professional networking
✓RSS feed is automatically pulled from BizNews.fiu.edu

70. LINKEDIN
✓Alumni group created by Executive MBA alumnus and now
administered by FIU
✓Great platform for professional networking
✓RSS feed is automatically pulled from BizNews.fiu.edu
✓1,100+ members

71. LINKEDIN
✓Alumni group created by Executive MBA alumnus and now
administered by FIU
✓Great platform for professional networking
✓RSS feed is automatically pulled from BizNews.fiu.edu
✓1,100+ members
✓Considering using LinkedIn as primary source of up-to-date
alumni information

72. RECRUITING – LINKEDIN
✓Textads for Executive MBA Info Sessions, targeted
geographically and demographically
✓Generated 10% of all RSVPs in 2009

75. SOCIAL MEDIA REQUIRES A LOT OF WORK

76. SOCIAL MEDIA REQUIRES A LOT OF WORK
✓Strategy (why, what, who, for whom, when, how much)

77. SOCIAL MEDIA REQUIRES A LOT OF WORK
✓Strategy (why, what, who, for whom, when, how much)
✓Development (design, writing, coding)

78. SOCIAL MEDIA REQUIRES A LOT OF WORK
✓Strategy (why, what, who, for whom, when, how much)
✓Development (design, writing, coding)
✓Content Management

79. SOCIAL MEDIA REQUIRES A LOT OF WORK
✓Strategy (why, what, who, for whom, when, how much)
✓Development (design, writing, coding)
✓Content Management
✓Integration (RSS feeds, CRM, ERP/SIS)

80. SOCIAL MEDIA REQUIRES A LOT OF WORK
✓Strategy (why, what, who, for whom, when, how much)
✓Development (design, writing, coding)
✓Content Management
✓Integration (RSS feeds, CRM, ERP/SIS)
✓Measurement (tagging, report design, cross tabs)

81. SOCIAL MEDIA REQUIRES A LOT OF WORK
✓Strategy (why, what, who, for whom, when, how much)
✓Development (design, writing, coding)
✓Content Management
✓Integration (RSS feeds, CRM, ERP/SIS)
✓Measurement (tagging, report design, cross tabs)
✓Analysis (so what, now what)

82. !"#$%&"' 3445%*+/&'(+&+'
67"845"$89:
'
(%)"*&'&)+,*
'
;1<'6=/&"55%>8)?$:'
-"+)*.'"/0%/"$
'
1"2"))%/0'$%&"$
'
@+*"#88?'7+0"'
3A'-")B%*"$'
C8805"'3/+5DE*$'

83. SOCIAL MEDIA IS MORE THAN JUST ANOTHER MARKETING TOOL

84. SOCIAL MEDIA IS MORE THAN JUST ANOTHER MARKETING TOOL
✓New communication channel/medium

85. SOCIAL MEDIA IS MORE THAN JUST ANOTHER MARKETING TOOL
✓New communication channel/medium
✓Everybody needs to communicate

86. SOCIAL MEDIA IS MORE THAN JUST ANOTHER MARKETING TOOL
✓New communication channel/medium
✓Everybody needs to communicate
✓Raises issues
‣ Who should be responsible for social media?
‣ Where should it be functionally? Organizationally?
‣ Centralized or decentralized?

88. EXPERIMENTS

94. ✓Providea tool where people can meet and interact with others
based on location (FIU - CBC Building)

95. ✓Providea tool where people can meet and interact with others
based on location (FIU - CBC Building)
✓Provide specials to those who meet a criteria (5 check-ins,
Mayor, 1st visit, etc.)

96. ✓Providea tool where people can meet and interact with others
based on location (FIU - CBC Building)
✓Provide specials to those who meet a criteria (5 check-ins,
Mayor, 1st visit, etc.)
✓University-wide project

97. FINAL THOUGHTS

98. FINAL THOUGHTS
✓New tools, new approaches, new jobs (hire a Millennial)
‣ eMarketing Managers
‣ Community Managers, Communities Manager

99. FINAL THOUGHTS
✓New tools, new approaches, new jobs (hire a Millennial)
‣ eMarketing Managers
‣ Community Managers, Communities Manager
✓Need to find the right mix of traditional vs. new media

100. FINAL THOUGHTS
✓New tools, new approaches, new jobs (hire a Millennial)
‣ eMarketing Managers
‣ Community Managers, Communities Manager
✓Need to find the right mix of traditional vs. new media
✓Conversation, dialogue, engagement… listen!

101. FINAL THOUGHTS
✓New tools, new approaches, new jobs (hire a Millennial)
‣ eMarketing Managers
‣ Community Managers, Communities Manager
✓Need to find the right mix of traditional vs. new media
✓Conversation, dialogue, engagement… listen!
✓Purposeful, personalized, authentic

102. FINAL THOUGHTS

103. FINAL THOUGHTS
✓Every tool is different

104. FINAL THOUGHTS
✓Every tool is different
✓Challenge of staying up to date
‣ Newletters (eMarketer)
‣ Blogs (Mashable, TechCrunch)
‣ Magazines (FastCompany, Wired)

105. FINAL THOUGHTS
✓Every tool is different
✓Challenge of staying up to date
‣ Newletters (eMarketer)
‣ Blogs (Mashable, TechCrunch)
‣ Magazines (FastCompany, Wired)
✓Experiment ==> Learn ==> Adjust (start over)

106. FINAL THOUGHTS
✓Every tool is different
✓Challenge of staying up to date
‣ Newletters (eMarketer)
‣ Blogs (Mashable, TechCrunch)
‣ Magazines (FastCompany, Wired)
✓Experiment ==> Learn ==> Adjust (start over)
✓Don’t be afraid to make mistakes!…

107. Joel Cloralt
E-Marketing Coordinator
Florida International University
College of Business Administration

108. @joelcloralt
linkedin.com/in/joelcloralt
THANK YOU!
Joel Cloralt
E-Marketing Coordinator
Florida International University
College of Business Administration