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.
Recruitment activities and employer branding are transforming since the rise of the new media on the World Wide Web (including Web 2.0, social software, ICT 3.0 and other concepts). These new social media create various opportunities for recruiters and their communications, but there are also big pitfalls which can instantaneously harm the organization’s reputation and impression that was build up so carefully in previous decennia. Online conversations can become the most important information source for the current digital natives. Consequently, an employer brand could be primarily defined by people external to the organization.
As such, before using social media for recruitment objectives, the whole concept of social media has to be understood and the different possible marketing and communication applications for organizations’ recruitment activities have to be evaluated. The goal of this report is to establish a first and general – not comprehensive - overview of social media and implementations for recruitment purposes, aimed at young graduates. In essence, a social media presence of the employer brand on a meta level.
Keynote Case Study: Bridging the Functional Gap with Social Media at Harvard Business School
Presented by: Brian Kenny, Chief Marketing and Communications Officer, Harvard Business School
Silos are all too common in large complex organizations and Harvard Business School is no exception. So what can social media do to help knock down those artificial divides? How can tools that are designed to engage customers and provide external visibility improve internal communications and processes? As it turns out – employees are social too and social media has made it fun to connect across the functions. Brian will talk about how HBS has organized around social media platforms like Linked-in, Facebook and Twitter both to engage external audiences and to improve sales and customer service across the enterprise. Brian will also share Harvard Business School cases that demonstrate examples of how major organizations are integrating social throughout the enterprise.
www.bdionline.com
Recruitment activities and employer branding are transforming since the rise of the new media on the World Wide Web (including Web 2.0, social software, ICT 3.0 and other concepts). These new social media create various opportunities for recruiters and their communications, but there are also big pitfalls which can instantaneously harm the organization’s reputation and impression that was build up so carefully in previous decennia. Online conversations can become the most important information source for the current digital natives. Consequently, an employer brand could be primarily defined by people external to the organization.
As such, before using social media for recruitment objectives, the whole concept of social media has to be understood and the different possible marketing and communication applications for organizations’ recruitment activities have to be evaluated. The goal of this report is to establish a first and general – not comprehensive - overview of social media and implementations for recruitment purposes, aimed at young graduates. In essence, a social media presence of the employer brand on a meta level.
Keynote Case Study: Bridging the Functional Gap with Social Media at Harvard Business School
Presented by: Brian Kenny, Chief Marketing and Communications Officer, Harvard Business School
Silos are all too common in large complex organizations and Harvard Business School is no exception. So what can social media do to help knock down those artificial divides? How can tools that are designed to engage customers and provide external visibility improve internal communications and processes? As it turns out – employees are social too and social media has made it fun to connect across the functions. Brian will talk about how HBS has organized around social media platforms like Linked-in, Facebook and Twitter both to engage external audiences and to improve sales and customer service across the enterprise. Brian will also share Harvard Business School cases that demonstrate examples of how major organizations are integrating social throughout the enterprise.
www.bdionline.com
Comprehensive social media strategy by john bellJohn Bell
We spend millions defining and communicating the brand via marketing and communications channels. We need to take a fresh look at how the brand can behave in
social media. A crisp definition of our social brand will guide us from mere tactics to more impactful strategy. It will focus the efforts around best
practices from ethics to results and help our brands reap the benefits of social media faster and with a more enduring effect.
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.
Whitepaper: Social Media Influence - Applications, Metrics and TheoryTravis Stephens
TL;DR Social Media influence is largely based upon a peer-presence, as people are the new medium. As a business, utilizing the knowledge that people develop certain control over your brand can be harnessed, as opposed to letting it overpower. Knowing and utilizing your metrics, a business can strategically develop touchpoints to facilitate in steering their audience.
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
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Ogilvy Public Relations Worldwide and Georgetown University’s Center for Social Impact Communication developed this study with the objectives of showcasing trends in cause involvement and evaluating the role of a variety of activities in fostering engagement. An online survey was conducted by TNS Global among a nationally representative sample of 2,000 Americans ages 18 and over. The survey was fielded November 30 to December 22, 2010, and has a margin of error of +/-2.2% at the 95% confidence level.
A century from now historians may look back on the beginning of the era of ubiquitous computing and note how human behavior fundamentally changed, when access to information and communication became instantaneous for nearly every person across the world.
Social media Marketing Presentation by vaibhavjainVaibhav Jain
This is a Social media Presentation made by me a few months ago with a few Basics inside the PPT. Hope it Helps you to Grow your business. the Images used here are From Search Engine's and i hereby do not Claim to be the owner of the same. This PPT is in the interest of People and the content is wholly Written by me(@followvaibhav).
A Social Media Primer Driving Better Engagement For Your EventsLumen Consulting
Events are by definition social, yet many companies are hesitant or uncertain how to leverage social media in their portfolio. Social media is transforming the way we network and communicate personally and in business. In this interactive session, we'll consider what differentiates this technology trend from other fads and look at the demographics of who is using social media. See how any size organization can use social media to build awareness, foster word of mouth, and deepen attendee engagement.
The Effect of Social Media Marketing To Brand Loyalty (Case Study at the Univ...inventionjournals
: Social media marketing is one medium that can be used to build and maintain brand loyalty. This study aims to determine the effect of campaigns advantageous offer, offer relevant contents, offer popular content, apprears on various platforms, offer applications on social media brand loyalty conducted at the University Budi Luhur, Jakarta. Data analysis used regression method with 325 respondents. The sampling technique used a proportional random sampling. Validity and reliability tests are used in testing instruments. The results of this study indicate that offer advantageous campaigns, offer relevant contents, offer popular content, apprears on various platforms, offer applications on social media has a significant influence on brand loyalty. The benefit of social media marketing is one of them as a customer relationship management. Suggestions for further research are able to use variables such as trust and service quality.
Comprehensive social media strategy by john bellJohn Bell
We spend millions defining and communicating the brand via marketing and communications channels. We need to take a fresh look at how the brand can behave in
social media. A crisp definition of our social brand will guide us from mere tactics to more impactful strategy. It will focus the efforts around best
practices from ethics to results and help our brands reap the benefits of social media faster and with a more enduring effect.
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.
Whitepaper: Social Media Influence - Applications, Metrics and TheoryTravis Stephens
TL;DR Social Media influence is largely based upon a peer-presence, as people are the new medium. As a business, utilizing the knowledge that people develop certain control over your brand can be harnessed, as opposed to letting it overpower. Knowing and utilizing your metrics, a business can strategically develop touchpoints to facilitate in steering their audience.
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
thesis help, uk dissertation help, custom thesis writing in uk, uk mba thesis,
Ogilvy Public Relations Worldwide and Georgetown University’s Center for Social Impact Communication developed this study with the objectives of showcasing trends in cause involvement and evaluating the role of a variety of activities in fostering engagement. An online survey was conducted by TNS Global among a nationally representative sample of 2,000 Americans ages 18 and over. The survey was fielded November 30 to December 22, 2010, and has a margin of error of +/-2.2% at the 95% confidence level.
A century from now historians may look back on the beginning of the era of ubiquitous computing and note how human behavior fundamentally changed, when access to information and communication became instantaneous for nearly every person across the world.
Social media Marketing Presentation by vaibhavjainVaibhav Jain
This is a Social media Presentation made by me a few months ago with a few Basics inside the PPT. Hope it Helps you to Grow your business. the Images used here are From Search Engine's and i hereby do not Claim to be the owner of the same. This PPT is in the interest of People and the content is wholly Written by me(@followvaibhav).
A Social Media Primer Driving Better Engagement For Your EventsLumen Consulting
Events are by definition social, yet many companies are hesitant or uncertain how to leverage social media in their portfolio. Social media is transforming the way we network and communicate personally and in business. In this interactive session, we'll consider what differentiates this technology trend from other fads and look at the demographics of who is using social media. See how any size organization can use social media to build awareness, foster word of mouth, and deepen attendee engagement.
The Effect of Social Media Marketing To Brand Loyalty (Case Study at the Univ...inventionjournals
: Social media marketing is one medium that can be used to build and maintain brand loyalty. This study aims to determine the effect of campaigns advantageous offer, offer relevant contents, offer popular content, apprears on various platforms, offer applications on social media brand loyalty conducted at the University Budi Luhur, Jakarta. Data analysis used regression method with 325 respondents. The sampling technique used a proportional random sampling. Validity and reliability tests are used in testing instruments. The results of this study indicate that offer advantageous campaigns, offer relevant contents, offer popular content, apprears on various platforms, offer applications on social media has a significant influence on brand loyalty. The benefit of social media marketing is one of them as a customer relationship management. Suggestions for further research are able to use variables such as trust and service quality.
The Effect of Social Media Marketing To Brand Loyalty (Case Study at the Univ...inventionjournals
Social media marketing is one medium that can be used to build and maintain brand loyalty. This study aims to determine the effect of campaigns advantageous offer, offer relevant contents, offer popular content, apprears on various platforms, offer applications on social media brand loyalty conducted at the University Budi Luhur, Jakarta. Data analysis used regression method with 325 respondents. The sampling technique used a proportional random sampling. Validity and reliability tests are used in testing instruments. The results of this study indicate that offer advantageous campaigns, offer relevant contents, offer popular content, apprears on various platforms, offer applications on social media has a significant influence on brand loyalty. The benefit of social media marketing is one of them as a customer relationship management. Suggestions for further research are able to use variables such as trust and service quality
Social Media’s Influence in Purchase DecisionHasan Ali MIRZA
The objective of this study is to understand the influence of social media in purchase decision making. The focus of the study is to understand the consumer buying behavior and influence of social media’s in decision making. The sample size taken for this study was 100 qualified respondents with diverse backgrounds across the country. An exploratory research was done to understand the nature of social networking and online consumer behaviour followed by a primary research where questionnaire were administered both personally and online.
What are the most Important trends in Social Media for Public Relations and Marketing in 2015? Explaining how the social media landscape will continue to change and how especially the public relations field needs to adapt.
Next Generation Social Media: Alignment of Business Processes and Social Inte...Vinay Mummigatti
As enterprises try to catch up with the social media buzz, many companies are starting to realize that it is difficult to define tangible business outcomes around social media investments. Social intelligence and social analytics are new con- cepts which have the potential to help enterprises move beyond basic marketing and define a goal-oriented strategy around social media.
The next wave of social media investments will be in enterprise programs that are designed to facilitate participation in social media interactions, analyzing the data generated and taking real time actions that govern product, marketing, distribu- tion and pricing processes.
The larger ecosystem of any enterprise includes business partners, employees and customers. Each of these constituents plays an important role in processes that govern innovation, customer experience, collaboration, supply chain, talent management and overall business growth. Social media is emerging as the glue that binds these groups and creates tidal waves that can make or break the fu- ture of any company. The only way organizations can ride this wave successfully is to track the social interactions, derive events and patterns that can lead to business process improvements across different functional areas. Another aspect of social media which is internal to an enterprise is in terms of collaborative busi- ness processes where collective knowledge sharing and decision-making is greatly enhanced through social tools.
Certain emerging trends in technology such as the collaboration between social media and mobile technology providers have created a revolution in the adoption rate of social media. The confluence of social media and mobile technologies is creating upheaval not just in competitive dynamics but also across social and po- litical spheres.
The focus of this paper is to enable organizations to define a strategy around Social Media and tie it to measurable outcomes as defined by core processes that are critical to the survival and growth of any enterprise.
Beyond Facebook: Leveraging Other Key Channels in Your Social MarketingMichael Stoner
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.
The Future of Learning: Embracing Social Learning for SuccessSaba Software
Today, the world is grounded in a vast and dynamic world of information and technology. Organizations
have access to content like never before, compounded by the Web 2.0 movement. This ability to
communicate swiftly evolved into collaboration that has become an intense driver of the “knowledge
economy.”
During the last two years we have seen how knowledge management and leadership development
via learning are being incorporated more frequently as strategies to increase organizational agility.1
Additionally, learning organizations that act as strategic enablers for the business are more focused on
connecting people to people and content through knowledge management and social technology.
Saba Software partnered with Human Capital Media (HCM) Advisory Group to better understand how
business is taking advantage of social learning. In the 2013 survey, HCM examined how organizations are
approaching social learning, which methods have proven to be successful and where challenges are experienced.
Social Media for Development: Transforming Society and GovernanceRichard Grimaldo
A 2-day seminar (Oct 29-30, 2018) on social media designed for government agencies who wanted to use social media as a development tool for governance. It is designed to introduce social media, its origin and various applications in the development context.
Held at DICT, ICT Literacy and Competency Development Bureau, UP Diliman, Quezon City
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 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
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.
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 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.
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.
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.
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
What I Learned About #SocialMedia Editing Social Works
1. What I’ve learned
about #socialmedia
Michael Stoner
PRSACHE 2013
We’re not in a post-social era, we’re in the post-
hype era.
Time to make social work for us.
Social media = web-based tools used for social
interaction. The most important brand names are
Facebook, Twitter, YouTube, LinkedIn, Flickr, though
blogs are an important component of any social
strategy.
Social networking is what people do with social
media: rank, comment, share, post, rant, etc.
2. Social Works
mstnr.me/TkXwLu
Campaign:
a focused effort to achieve goals using a variety of
channels appropriate to the results sought
Social Works: How #HigherEd Uses #SocialMedia to Raise Money, Build Awareness, Recruit Students, and Get
Results is unique. The 25 case studies in Social Works demonstrate that social media has the maturity and
reach to be an integral component of campaigns focused on building awareness, recruiting students, engaging
alumni and other key audiences, raising money, and accomplishing important goals that matter to a college or
university.
The case studies in Social Works will inspire college and university communicators, marketers, web team
members, and other staff, offering models and details for highly successful initiatives. And, they will convince
presidents and other senior leaders that social media is not just valuable, but essential, to achieving
institutional goals. In short, Social Works belongs on the shelves (or on the e-readers) of college and university
staff who want to learn how to get results with social media. Published 25 February 2013 by EDUniverse
Media.
3. “By three methods we may learn wisdom:
First, by reflection, which is noblest;
Second, by imitation, which is easiest;
and third by experience, which is the bitterest.”
Confucius
7. There were many, many predictions about how Second Life was going to
revolutionize learning, teaching, and student recruitment:
Ohio University went further to build its virtual community in Second Life through
the exploration of teaching/learning. The university has a well constructed campus
in Second Life with various buildings such as a student center, learning center, and
arts and music center. Students may explore the virtual campus and join real student
organizations at the student center. Student groups can meet and collaborate on the
virtual campus just as they might on the real one. There is also a virtual art and
music center where students may meet artists and listen to live music in the
cyberspace (Briggs, 2007). (From http://deoracle.org/online-pedagogy/emerging-
technologies/second-life.html)
9. 3.
Everything
is connected
to everything else.
[bit.ly/9uemQS]
This is Barry Commoner’s first law of ecology and mStoner’s first law of branding.
It’s essential to keep in mind when structuring communications and marketing
activities. Because of the way the world works today, it’s easy for organizational
anomalies to be observed and amplified. Consistency counts. Not only in
appearance (do your communications look like they come from the same
organization?) but voice.
Furthermore, your online presence doesn’t occur in a vacuum but is also
connected to everything else you do:
People’s experiences with your staff when they visit your office.
A customer’s experience with your accounting department.
The condition of your buildings.
10. Your ecosystem ...
• Compelling brand: aspirational but grounded
in institutional reality.
• Powerful stories: reinforce brand, multiple
media, well-told, shareable, demonstrating
value.
• Compelling creative: a strong visual
vocabulary for your brand & stories
• Strong channel strategy: well-managed,
connected, curated
11. 4.
Social is important
in a campaign.
But there’s a lot more to
a successful campaign.
12. Case 25: “Promoting Faculty Experts: The University of Nottingham and the Election of 2010,” Social Works, pp. 215-222.
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%.
Relevant URLs
electionblog2010.blogspot.com
www.youtube.com/user/60secondpolitics
nottspolitics.org
14. Social woven into campaigns
Roughly what percentage of your campaigns*
included social channels?
2013 52
2012 41
*campaign defined as “a focused effort to achieve goals using a variety of channels
appropriate to the results sought”
From CASE/Huron/mStoner Survey of Social Media
in Advancement 2013
In the past two years we probed if (and how) institutions
were using social media in campaigns, which we
define as “a focused effort to achieve goals using a variety
of channels appropriate to the results sought.”
Note that this definition can (and sometimes does) include
efforts to raise money, but is intended to acknowledge that
social media is often incorporated into initiatives that
have objectives other than just fundraising.
15. 5.
There’s a lot more
to social media
than Facebook.
Facebook: still the dominant channel for social media in .edus according to CASE/mStoner/Slover Linett Survey of Social Media in Advancement 2012. But
there are challenges to relying on Facebook.
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. 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/]
Engagement fatigue: Michael Stoner, mstnr.me/Ux1CLI; Facebook Usage Declining: mstnr.me/PXzkya
Underfunding in .edu for social media: 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>]
18. Channel use/growth
% Use % Growth
Facebook 0 96
Twitter 82 2
LinkedIn 75 7
YouTube -2 71
Blogs -13 42
Flickr -13 38
Web.edu -9 34
Vendor community -1 32
Home-built community 20 7
Geosocial -2 15
Pinterest 0 28
Instagram 0 27
Google+ 0 22
Tumblr 0 9
-25 0 25 50 75 100
From CASE/Huron/mStoner Survey of Social Media in
Advancement 2013
This chart shows the percentage who say they use each
social media channel (at all), and the lighter green shows
how this has changed since last year.
The lower section shows the social media channels we asked
about this year for the first time.
While Flickr shrinks, Instagram grows; Pinterest and
Tumblr may be taking some of the share that Blogs held in
the past
19. Responding to options
• Many recommend a thoughtful approach about whether to adopt
new social media channels:
“Attempting to be everywhere by jumping on the latest platform without a clear
sense of purpose is wasted effort. This is a case where more is not better.”
• A sense of how the platform connects with your audiences is key:
“Research where your audience is, and survey where they want to see you! If no
one is on Google+, then it is a waste of time to add this to your efforts.”
“Targeting platform to audience—i.e. current students via Facebook, alumni via
LinkedIn and Twitter, integrating strategy and selecting what platforms make
sense and what platforms not to utilize, don't be on all platforms in small ways,
strategically select key platforms and focus resources on those few.”
From CASE/Huron/mStoner Survey of
Social Media in Advancement 2013
20. 6.
Don’t neglect the
channels you own.
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. Todd Sanders (@tsand) offers another view in “Facebook decreases reach… grab your torch and pitchforks” (http://blog.uwgb.edu/social-web/facebook-decreases-reach-grab-your-
torch-and-pitchforks/), arguing that if you’re awesome, people will respond, no matter what the aggregate data says or how Facebook changes their algorithms.
Underfunding in .edu for social media: 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>]
21.
22. Promotion & marketing
We use mostly online tools to promote your social
media initiatives, but also many offline ones.
Website 90%
Email 88%
Social media 79%
Blogging 27% Up 4%
from 2012
SEO or search engine marketing 24%
Internal publications 68%
Direct print mail 54%
External publications (not your institution’s pubs) 22%
Outreach and marketing at events 59% Up 7%
from 2012
Radio 7%
TV 5%
Other 3%
From CASE/Huron/mStoner Survey of
Social Media in Advancement 2013
24. “In preparing for
battle I have always
found that plans are
useless, but planning is
indispensable.”
General Dwight D. Eisenhower
25. A good plan includes
1. Goals and objectives.
2. Audiences.
3. Channels, tools, and assets.
4. Marketing & promotion.
5. Timeline and budget.
6. Benchmarking & measurement.
7. Reporting.
26. William & Mary Mascot Communication Plan
February 2009 - September 2009
Status Deadline Comments
PLANNING
Brainstorming
Create an concept/identity for the mascot project complete 2/1/09 Joel Pattison designed - Mascot Search
Build a website complete 1/31/09
Create a blog complete 1/31/09
Send graphic and concept to campus stakeholders complete 2/26/09 for their use in print and on the web
KICK OFF
Message/announcement from President complete 2/27/09
Release from University Relations complete 2/27/09
Spot in Alumni Magazine (March issue) complete 3/28/09
REINFORCE KICK OFF
Announcement in WMDigest complete 3/4/09 post asking for feedback on guidelines
Announcement in Student Happenings complete 3/4/09 post asking for feedback on guidelines thru 3/16
Announcement on myWM complete 3/4/09 post asking for feedback on guidelines thru 3/16
eConnections goes out 2nd Fri of each month; deadline
Announcement in eConnections complete 3/12/09 is 1st Thurs of month
goes out to 46,000 monthly; includes
Announcement in Momentum complete 3/20/09 faculty/staff/currentparents
Unveil Colonel Ebirt Blog complete 3/2/09 in FAQ and on Ebirt's facebook
Send Release to all three student newspapers complete 2/27/09
Announcement on Tribe Athletics website complete posted week of 2/27 and week of 3/9
Announcement in Tribe Pride Newsletter complete March
Announcement on W&M Alumni site complete 2/27/09
placed in Campus Life section and "M"; 4/9 added to
Communities page; added to Alumni and Current
Mascot Search Widget for www.wm.edu complete 6/5/09 gateways on June 5 - June 30
Added Mascot Search link to Athletics bridge page menu complete 4/15/09
Sent blurb and graphics to Business School complete 3/25/09 Included in Mason Experiences March 2009
Sent blurb and graphics to Law School complete 3/31/09 will appear in Law eNews for late March
Portion of plan for William & Mary Mascot
Search developed by Susan T. Evans, who ran
the campaign at William & Mary.
28. Goals/results: Election 2010
Involve 4 fac in media relations 8 academics became involved
position fac as experts continued momentum in media requests
Every item of national media featured a
20 pieces of intl. coverage University spokesperson. 466 items achieved,
over 75% of them national or international.
build media networks: 5 new Bloomberg, Reuters, the Guardian, New York
outlets Times, International Herald Tribune, BBC.
recruitment: 5% app increase 15% increase
try out new online PR approach approach was basis for many subsequent
projects
gain experience with online & “The campaign built skills and capacity and
social media has improved confidence and creativity.”
1. To involve at least four new Politics academics in media activity by the end of the campaign and to
develop their media expertise.
2. To position Nottingham academics as key political commentators.
3. To generate 20 pieces of national and international coverage, attaining an estimated advertising value/
ROI on budget of Elm (an ROI of 66,567%).
4. To build media networks for the School and wider University, establishing links with five major new
media outlets.
5. To support recruitment activity and help increase applications by at least 5%.
6. To trial successfully a new approach to online PR that could be used as a model in support of profile and
impact to feed in to the Research Assessment Framework (REF).
7. To gain experience of using blogging, Twitter, online tracking and other digital tools to build capacity
within the Communications Team.
Case 25: “Promoting Faculty Experts: The University of Nottingham and the Election of 2010,” Social Works,
pp. 215-222.
29. Goals/results: Election 2010
“The campaign's value for money can also be measured in relation to the
"legacy value" of the media connections built which continue to feed in to
Nottingham's growing PR profile, a profile which has seen coverage
double overall during the course of the [2011] year. Thanks to Election
2010, the School of Politics and International Relations at Nottingham
has just launched a new, permanent blog - Ballots & Bullets - averaging a
new post every day.
“It has been successfully received by other members of the academic
community and has also helped to improve the profile of the
Communications Team. It prompted colleagues to speak to the
Communications Team first and has, so far, made savings against the
planned use of external consultants totalling approximately £50k as
internal colleagues see what can be delivered internally by a newly
invigorated team.”
Case 25: “Promoting Faculty Experts: The
University of Nottingham and the Election of
2010,” Social Works, pp. 215-222.
30. Measuring ROI
“It is difficult to measure ‘return on investment’ from
the use of social media”
2010 34
2011 32
2012 33
2013 38
From CASE/Huron/mStoner Survey of
Social Media in Advancement 2013
31. Donations are not primary
outcomes for social
How do you measure success for your SM activities?
Rated in top two
Outcome Measures (quite a bit/
extensively)
Number of active “friends,” "likes" 73%
Volume of participation 57%
Number of “click-throughs” to your website 53%
Event participation 40%
Anecdotal success (or horror) stories 26%
Penetration measure of use among target audience 19%
Volume or proportion of complaints and negative
comments 12%
Donations 15%
Number of applications for admission 10%
Surveys of target audiences 9%
From CASE/Huron/mStoner Survey of Social Media in
Advancement 2013
You see that donations are pretty low on the list of ways that CASE
members typically gauge their success in social media. We are looking at
mean ratings on a scale from 1 to 5 where 5 means it is used extensively.
Top metrics are
• Number of active “friends,” “likes”
• Volume of participation
• Number of “click-throughs” to your website, but the field is pretty
wide.
Perhaps it needs to be even wider, or more precise, because the sense of
difficult in ROI is, if anything, growing over time.
32. The benefit of metrics
• Many of those who reported their social media initiatives have
not been successful noted that metrics were lacking.
• By contrast, those who report their social media use has been very
successful also say they have robust tracking mechanisms:
“We’ve created a weekly dashboard of target metrics for all of our social
platforms and our main websites that shows changes and topics that
resonated. This has greatly elevated awareness of our efforts among
university leadership.”
“We don’t think, we know. Calculations and reports are submitted monthly
on SoMe successes and returns, both subjective and objective. We’ve
boosted ticket sales to events, recruited students, and increased awareness
about many different things.”
From CASE/Huron/mStoner Survey of Social Media in
Advancement 2013
We have a question on the survey that asks respondents to evaluate
themselves on how successful they have been in their use of social
media, and why. We see a relationship where those who say they were
most successful also talk about a dashboard of metrics that they look
at weekly or monthly.
Were they able to achieve success because they were tracking what
worked and then did more of that, so the metrics enable success? Or is
it that they can speak confidently of their success because they have
the metrics? We heard the comment “we don’t think, we know,” which
is certainly a satisfying thing.
34. Barriers to success persist
% who see this barrier in their unit “quite a bit” or “extensively 2013 2012
Staffing for day-to-day content management 55% 49%
Staffing for site development 44% 42%
Lack of relevant human resources in my unit 40% 37%
Slow pace of change 31% 22%
Expertise in how to implement it 25% 23%
Funding 26% 22%
Lack of IT resources 22% 20%
Lack of institutional clarity about who is responsible
22% 20%
for social media initiatives
Concerns about loss of control over content and tone
19% 17%
of postings by others
Lack of commitment by decision-makers 19% 17%
From CASE/Huron/mStoner Survey of
Social Media in Advancement 2013
35. Need for experienced staff
• Many believe that lack of staff devoted to social media hampers their
success and that they could improve with help from ... “Dedicated staff
person(s). Currently this responsibility is an add-on to current staff
positions and responsibilities . . . .”
• There are advantages to concentrating social media duties in fewer
staff people with greater expertise and sense of the big picture:
“I think we could do more to collaborate with other campus departments. In addition,
our small staff . . . does not allow for social media to be an explicit part of someone's job
description. If someone was able to focus on it day in day out, we would be pretty
amazing at it. As it stands now, we all collectively try to post when we can.”
“We do not have in-house expertise to help establish strategic initiatives or to ensure our
messages are consistent and aligned with other University messaging.”
“At our level (a college within a large university) we have been very successful because
we hired someone with solid social media experience who is in charge of all of our social
media outlets. This person has set clear goals and has integrated social media into the
majority of our campaigns.”
From CASE/Huron/mStoner Survey of
Social Media in Advancement 2013
In open-end responses, we heard that this add-
on method has its detractors. There is an
argument to be made for a concentrating social
media expertise in staff members who are more
expert and more dedicated to social media as
opposed to adding it on to the duties of many
staff members in many units. So there is some
call for collaboration between units to pool
human resources on social media.
36. Champion, expertise key to
success
“A champion is essential to the successful implementation of social
media in our institution”
2010 52
2011 63
2012 61
2013 72
80
“Expertise to help our social media efforts is readily available”
2010 26
2011 28
2012 31
2013 34
From CASE/Huron/mStoner Survey of Social Media in
Advancement 2013
I will end with this final look at some keys to social media
success. In light of the comments we looked at in the last
couple slides on the importance of expertise, it is heartening to
see that the sense that expertise is available has increased over
time.
I find it somewhat unexpected that the sense that a champion
is essential to success of social media has only increased over
time. But let it be a challenge to any of you in the audience who
might like to take up that mantle: you are needed.
37. 10.
Don’t be everywhere
until you can be awesome
everywhere you are.
(@mstonerblog + @tsand)
38. CASE/Huron/mStoner
Social Media & Advancement
Handout from CASE Social Media & Community
conference with key highlights: mstnr.me/Zs90hD
Topline Results from 2013: mstnr.me/ZBzoli
2012 White Paper (focuses on campaigns using social
media): mstnr.me/CASESMA2012