1. Digital Media …
Impacts the College
Ecosystem
October 27 2011
Lynchburg College
Board of Trustees Retreat
Dr. Ira Kaufman
©2011

2. Invite you to
45 min Conversation
Opening the doorway
• PT 1 : Digital Revolution
• PT 2: Digital Mindset
• PT 3: Impact of Digital
• PT 4: Implement at
Lynchburg College
• PT 5: Challenges for LC

3. The Revolution Defined
http://www.youtube.com/watch?v=3SuNx0UrnEo

4. What are your impressions?
+ What did it make you feel?
+ Did you feel connected to it?
+ Did you feel comfortable with
the technology and changes?

5. Statistics of the Revolution
• More uploads to YouTube in 60 days than
all 3 major US networks created in 60 yrs
• 110 million tweets are sent per day on
Twitter or 4+million per hour (Twitter)
• Facebook generates 770 Billion page
views, 700+ Billion minutes, every month
• StumbleUpon (43%) has overtaken
Facebook (38%) as #1 source for US
social media traffic

6. Demographics for
LC Markets
• 90+% Adult Internet Users have
used social media
• Use social networking daily
– Students 90+%
– Parents 35- 44 yrs- 50%+
–Administration - 50-64 yr (32%)

7. Digital Basics
People use technologies to get things from
each other, rather from corporations
• Relationships are currency of exchange
• Transparency is expected
• Collaboration rules
• Sharing is influence
• Publish generates power
• Value differentiates
• Content is king

8. Rules are Changing
It was It’s now
Broadcasting Conversing
Pushing message to client Pulling client to the message
One way message, controlled Interactive conversation, open dynamic
Business generated content User generated content
Interrupt client- direct immediate action Engage, build sustainable relationship
Attention economy Attraction economy
Hard to measure results Real time metrics
Coveting information- protective Sharing information – transparent
Charging for entry – block entry Giving free ebooks, product
Organized in silos – PR, advertising, DM Integrate media seamless across silos
Company promotes values Practice what you preach

9. Your Position…Digital WHO
• Digital Native
– born digital, think social,
– need to implement strategic
• Digital Immigrant
– think strategic,
– need to implement digital
• Digital Alien
– think strategic,
– need to experience digital value
• Digital Integrator
– live digital, innovate strategic
– need to integrate

10. Digital Targets
Digital Digital Digital Aliens Digital
Natives Immigrants Integrators
Demographic 15-25 yrs 30-60 yrs 45-65 yrs 25- 60 yrs
Company Students, Alumni, Staff, Administration Consultants,
position Junior staff Administration Mature Faculty Agencies,
Young Faculty , Alumni PR officer
Parents,
Community
Characteristic Open, Searching Resistant Innovative
inventive

11. Social Map
11

12. Social Tools
• YouTube – most popular tool in
universities ( 92% success rate)
• Facebook- 99% of students have an
account ; spend 100 minutes with 6 visits
per day ( 95% success rate)
• Twitter- ~20% of all students; Black
students (urban areas ~35%)

13. Paid, Owned Earned Media

14. Paid, Owned, Earned Media
• Paid: YouTube Lynchburg College
Commercial 2011 618 views
• Owned: YouTube- What Makes
Lynchburg College Great? 214 views
• Earned: YouTube - Lynchburg College
President Struts His Stuff 4,072 views
• Earned: NY Times Blog – Some Colleges
that Change Lives 82 comments
• Earned: YouTube - Lynchburg College
First Semester 3,526 views

15. Social Media Live Update
Clicking this link will show you how
social media has been embraced.
Notice the elapsed time.
http://www.personalizemedia.com/garys-social-media-count/

16. How does Social Media
Impact ?
• Businesses
• Non profits
• Political campaigns
• Higher educational institutions

17. Business Impact
• Build Brand Loyalty
– 95% of consumers do not trust advertising
– 70% of Americans look at online reviews
before making a purchase
• Target Buying Behavior
– 79% of consumers use a smartphone to help
with shopping
• Integrate Marketing
– 83% of moms do online research after seeing
TV ads for products that interest them

18. Nonprofit Impact
• Resource, Fund Raising
• Increasing Audience Interaction
• Volunteer Recruitment
• Education
http://www.youtube.com/watch?v=u
MSUSuOWA4M&feature=related

19. Political Impact
2008 Presidential Campaign
Obama has 380% more Obama has 403% more subscribers
supporters than McCain than McCain & 905% more
Obama: 2,379,102 supporters Viewers than McCain
• “Race” Speech 3.8 MM YouTube
McCain: 620,359 supporters
• 4 MM Cable-3
channels
Obama has 240 times more
followers than McCain
Obama has 380% more Obama:
supporters than McCain @barackobama has 112,474 followers
Obama: Friends: 833,161 McCain:
McCain: Friends: 217,811 @JohnMcCain 4,603 followers
www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/

20. Higher Education Impact
• "Unigo has 50
times the
college
content of any
book or
website that
already
exists."
Unigo.com is the web's • "Millions of
students have
largest, 100% free resource for used Unigo to
assist in their
college information. college
search
http://www.unigo.com/

21. How does LC compare?
Students’ reviews, ratings
• Elon University
– 266 reviews , complete photos, videos
• Davidson College
– 1300 reviews , complete photos, videos
• Roanoke College
– 18 reviews , complete photos, videos
• Liberty University
– 6 reviews
• LC, Randolph, Hollins no entries

22. How can LC Implement
Social Media?
• Goes beyond social media marketing
• Encompass the college ecosystem, all
aspects of campus life
• Offers organizational positioning, leadership
and survival in the next 5+ years
• It is not if, but when ?

24. Marketing/PR
• Impacts
– User Brand (student)
– Employer Brand (faculty, staff)
– Online environments (website, blog,
Facebook site)
• Results in
– Company chatter (reviews, mentions)
– Online traffic
– Search engine position

25. Student Learning/
Engagement Campus Life
Objectives-Social Media Marketing Course
• Instill digital mindset
• Translate “social” Facebook to strategic marketing
• Integrate marketing functions with social media
• Expand confidence and use of social media tools
• Understand and use evaluation metrics
• Expand concept of Return on Investment (ROI)

26. Preparing LC Students
for the Digital World
http://www.youtube.com/watch?feature=player_e
mbedded&v=LfjZnGJS4Qs

27. Student Engagement
• Student orientation- Texas A&M held a
Foursquare scavenger hunt, giving
students a sequence of clues for places on
campus to check in. The reward? 30%
discount at the bookstore.
• Classroom- University research study
proved that Twitter increases student
engagement and course grades.

28. Finance/Legal
Socially vocal students impacts decisions:
"Funding should follow the decisions of
students“
"As fees rise, students will demand more”
“What am I getting for my money?”
Loyola University’s Association of Students for
Sustainability- a campus-wide sustainability
competition- challenges campus decision making

29. Development
• University of Wisconsin-Madison raised $14,000+: $1.00
for each social media “like” contributed to scholarships
• Hampshire College neared the end of its fiscal year in
June 2010, announced via Facebook drive to raise
$50,000 before July 1
meet the goal
4% increase alumni donations
number of donors increased
• University of Massachusetts success with integration
– online gifts increased 38% combining social
media with traditional efforts (phone, direct mail)

30. Recruitment
• Use- 33% students use social sites to
search for colleges
• College decision making- Social sites
important during “college decision making”
• International recruitment - Social media
important part of mix for international
recruitment

31. Faculty Search
“Faculty search is changing, not by search
committees, but by candidates use of social
media. In this emerging culture, an attitude of
hospitality and an awareness that the reputation of
a school can be cultivated or ruined at any point
along the search process.
That is because while you are evaluating
candidates, they are also evaluating you,
your department and the university.”
University of Virginia, Vice Provost

32. Administration –
Are You Listening?
• “A prevalent theme for 2011 is how higher education can
capitalize on social media as a way to create
relationships, student retention, and engagement”
• To communicate effectively with students, higher
education professionals must:
– embrace new technologies
– grow social media presence
– most importantly, develop a strategy that constantly re-evaluates
trends and adapts to the changing needs of students. [social
media can provide mid-course correctives]
Journal of Technology in Student Affairs Summer 2011

33. Comparing Chatter
Socialmention.com
Lynchburg College Roanoke College

34. Challenges
Higher education professionals’ concerns
regarding embracing social media.
• Lack of Expertise
• Loss of Control
• Time Commitment
• Information Overload

35. Those that stand still
will ultimately perish!
James Parker,
Former CEO, SW Airlines

36. What are your ideas for
applying social media
@ LC?

37. About the Presenter
Ira Kaufman, President, Ira combines 30 years of rich experiences
with businesses and non-profits to guide them to leverage the power
of social media for marketing, recruitment and organizational
development. Ira collaborates with a team of experts to design
interactive environments to by integrating traditional advertising,
online marketing, public relations and social media. His strong values
and sensitivity to organization innovation and change are the
foundation of his work. Ira has a PhD in Marketing and serves as a
consultant, public speaker, and lecturer for companies and Senior
Executive programs. Currently Assistant Professor, Lynchburg
College School of Business and Economics.
LinkedIn: http://www.linkedin.com/in/irakaufman
Facebook: http://facebook.com/irakaufman
Twitter: http://twitter.com/ira9201
© 2011