Michael Stoner - swissnexSF presentation


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Michael Stoner's presentation delivered on March 22, 2012.

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Michael Stoner - swissnexSF presentation

  1. 1. swissnex Fall Study Tour Online Communications Today and TomorrowAdditional resources:Eduniverse.org: network for sharing content with other marketing,communications, advancement professionals in colleges and universitiesWhite paper on how to redesign your website: http://dl.dropbox.com/u/12336117/how_2_redesign_yr_website.pdfWhite paper with results of 2010 CASE/mStoner/Slover Linett Survey ofSocial Media in Advancement Results; four case studies; appendix on socialmedia & student recruitment: http://dl.dropbox.com/u/12336117/mStoner-SloverLinett_SocMed.pdf
  2. 2. @memichael.stoner@mstoner.com @mStonerblog mStoner.com slideshare.net/mStoner +1.312.622.6930
  3. 3. changes: external rapid pace of change many emerging platforms rising stakeholder demands empowered constituency emergence of new influencers & collapse of old authoritiesThese are some of the major changes that have occurred in the past 20years — more information from more people offering more opinionsdelivered over more channels. Today, institutions have lost control of themessage as electronic channels & social media in particular enableindividuals to communicate rapidly with each other.
  4. 4. changes: internal more voices, more opinions many more channels to manage institutions lose control of the message struggle over balance of stability/changeThese are some of the major changes that have occurred in the past 20years — more information from more people offering more opinionsdelivered over more channels. Today, institutions have lost control of themessage as electronic channels & social media in particular enableindividuals to communicate rapidly with each other.
  5. 5. New real i t i esSo, given this landscape, let’s look at some new realities for 2012 that makeonline communications significantly more important — and challenging —for all institutions. Not just colleges and universities.
  6. 6. 1. Everything is connected to everything else. [bit.ly/9uemQS]This is Barry Commoner’s first law of ecology and mStoner’s first law ofbranding. It’s essential to keep in mind when structuring communicationsand marketing activities. Because of the way the world works today, it’s easyfor organizational anomalies to be observed and amplified. Consistencycounts. Not only in appearance (do your communications look like theycome from the same organization?) but voice.Furthermore, your online presence doesn’t occur in a vacuum but is alsoconnected 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.
  7. 7. campaigns a focused effort to achieve goals using a variety of channels appropriate to the results soughtGiven the new realities, it’s essential to think about your communications aspart of a larger ecosystem. You’ll use multiple channels to market yourinstitution and inform important audiences about your brand. And variouscampaigns will use multiple channels to achieve specific results.
  8. 8. 2. It’s time to get real about social media.Social media is an extremely important component of any online presence in2012 and there’s a lot of buzz about it in the college and universitycommunity. Social media has tremendous benefits to any institution: but thisis a time for realism, not hype. In order to be effective with social channels,institutions need to be strategic in their thinking about them; be clear aboutwhat social media is good for, and what it’s not good for; connect it to otherkey marcom channels; fund it appropriately; and set appropriate goals —and measure progress against them.Social media = web-based tools used for social interaction. The mostimportant 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.
  9. 9. Social Networking Sees MarkedYear-Over-Year Growth Age 35-54% by Age Group Who Currently Have a Personal Profile Page onFacebook, MySpace, LinkedIn or Any Other Social Networking Web Site 80% 78% 76% 77% 2008 2009 2010 2011 68% 64% 65% 63% 63% 57% 54% 51% 44% 45% 34% 35% 32% 31%31% 22% 17% 14% 15% 13% 10% 4% 3% 3% 12-17 18-24 25-34 35-44 45-54 55-64 65+ Base: Total Population 12+ © 2011 Edison Research/Arbitron Inc. [source: mstnr.me/jeovHb]
  10. 10. Digital Revolution 3 Social networking – 50% of all adults100% % of internet users 86% 85%80% 83% 70% 71% 76% 67% 61%60% 52% 48% 49% 47% 51%40% 35% 25% 33% 25% 26%20% 9% 8% 11% 13% 7% 7% 4% 0% 6% 1% 2005 2006 2007 2008 2009 2010 2011 2012 18-29 30-49 50-64 65+ source: Lee Rainie, mstnr.me/xkqxkF
  11. 11. 12-34s Most Active Social Networkers% by Age Group Who Use Social Networks “Several Times per Day”/Currently Have a Personal Profile Page on Facebook/Use Twitter at Least Once per Month Frequent Social Networkers Facebook Users Monthly Twitter Users 80% 74% 67% 60% 42% 37% 29% 29% 30% 19% 15% 11% 11% 9% 8% 8% 6% 4% 3% 2% 1% 12-17 18-24 25-34 35-44 45-54 55-64 65+ © 2011 Edison Research/Arbitron Inc. [source: mstnr.me/jeovHb]
  12. 12. Facebook Facebook is now the third largest country in the world 2 with 2x the population of the US 2 Americans spent 53.5 bn mins. on Facebook in May 1Facebook: 640 million registered users (population of: China:1,347,350,000; India: 1,210,193,422; US: 313,189,000) [Source: http://en.wikipedia.org/wiki/List_of_countries_by_population]
  13. 13. 5 source: Nielsen Incite, U.S. Digital Consumer Report, Q3-Q4 2011Source: mstnr.me/z6IjP7
  14. 14. 1,207,321 views
  15. 15. source: mstnr.me/dukenAnd here’s a story from Mashable about ten people who lost their jobs overa tweet or Facebook post: mashable.com/2011/06/16/weinergate-social-media-job-loss/
  16. 16. #ETHIC_FAILIf you don’t believe social media has consequences, here’s a single tweetthat damaged the reputation of luxury brand Kenneth Cole, brought about ahuge amount of opprobrium and condemnation online and offline, andcaused Cole himself to apologize for his insensitivity on a blog post.
  17. 17. 3. A Facebook page is not a social strategy.To many people, Facebook = social media. But having a Facebook page is not,in itself, a social strategy. And despite Facebook’s efforts to encourage otherwebsites and marketers to use Facebook credentials to log into their ownsites, adoption of this technology hasn’t soared. Many people (including me)are cautious about using Facebook exclusively, or too widely, because ofconcerns about too much communication being forced through a singlechannel.
  18. 18. 81% consumers who have “unliked” a company on Facebook [source: on.mash.to/dJhx0R]One in four social network users knowingly follow brands, products orservices on social networks. For those who use these sites and servicesseveral times per day, this figure increases to 43%.• Amongst those who do follow brands, products or companies on socialnetworks, 80% indicate that Facebook is the network they use the most toconnect with companies.(Data from: The Edison Research/Arbitron Internet and Multimedia Study2011)
  19. 19. mstnr.me/ojz8Np
  20. 20. 4. The net is in your pocket, where you are.As mobile devices become more powerful and common, many people are using them to access a variety ofcontent. Social channels — Facebook, Twitter, etc. — are being optimized for mobile access.• Approximately 46 million Americans 12+ now check their social media sites and services several timesevery day.• Much of this frequent usage is driven by mobile access. 56% of frequent social network users ownsmartphones, and 64% of frequent social networkers have used a mobile phone to update their status onone or more social networks.And a lot of new tools, such as so-called “location-based services” or “geosocial” tools provide informationand other activities to mobile users focused on the location at which they access the web. Examplesinclude Yelp, which offers reviews of restaurants and other businesses; SCVNGR, a mobile gamingplatform; and many others.Location-based sites and services (such as Foursquare and Facebook Places) are familiar to 30% ofAmericans 12+, and used by 4% of Americans 12+.(Data from: The Edison Research/Arbitron Internet and Multimedia Study 2011)
  21. 21. Mobile is the Needle: 88% of US Adults Have a Cell Phone % in each age group who have a cell phone 46% of US adults now own smartphones, up from 35% in Spring 2011 Highest among young adults: 67% of 18-24 year-olds Teen data July 2011 Adult data Feb 2012 71% of 25-34 year-olds source: Kristin Purcell, mstnr.me/FQf5pX
  22. 22. Digital Revolution 2 Mobile – 87% 327.6 Total U.S. population: 315.5 millionsource: Lee Rainie, mstnr.me/xkqxkF
  23. 23. For Those With the Social Habit, the Mobile Phone is a True Convergence Device % Who (Item) On a (Mobile Phone/Smartphone) Several Times per Day or More Frequent Social Networkers All Mobile Phone Owners 12+ Send/Receive Text Messages 83% 53% Make/Receive Calls 79% 70% Use Social Networking Sites 47% 12% Browse The Internet 42% 18%Listen to Music Transferred/Downloaded to Phone 20% 9% Play Games 16% 6% Listen to Pandora 8% 3% Watch Video 7% 3% Purchase an App 4% 2% 0 20 40 60 80 100 © 2011 Edison Research/Arbitron Inc. source: mstnr.me/jeovHb
  24. 24. A new what?“The mobile device is like a “newlover”…the most personal device andsomething users feel close to. Theywant it with them at all times. It is arelationship that is just beginning and,as such, cuts across all age groups andgeographies because of its ‘newness.’” source: Ipsos Consulting, mstnr.me/nhLt3X
  25. 25. content on mobile platforms William & Mary “Dress the Griffin” appColleges, universities, and businesses are responding by developing mobile-friendly versions of their websites — essentially slimmed-down versions oftheir sites. They’re also developing “apps,” small programs that dosomething special or fun for important audience segments, like this examplefrom William & Mary which allows fans to dress the college mascot.
  26. 26. scvngr.com
  27. 27. 5. An online presence doesn’t just happen.Of course, none of this will happen without focus, staff, budgets, goals, andmeasurement.
  28. 28. institutional well-organized websiteappropriate technology & staff to manage it clear goals + measurement multiple channels multiple voices
  29. 29. s uc c es sattributes
  30. 30. successful institutions Have specific goals More planful, less spontaneous Broad institutional buy-in, support for SM Departments control SM content & staffHave enough expertise in-house & don’t need to look for outside resources
  31. 31. success criteriaGo beyond Facebook: incorporate Twitter, Flickr, YouTube, blogs Target multiple audiences (media,employers, guidance counselors, parents) Multiple measures of success More likely to have policies
  32. 32. barriers to success Lack of staffing and expertise (for site development; content management; implementation) Lack of institutional clarity Slow pace of change + red tapeLack of commitment; uncertainty about SM usefulness
  33. 33. staffing + success Institutions that are more successful with social media have more staff devoted to it 4-yr+ colleges more likely to have staff working on SM full-time at unit level At larger institutions, SM managed by staff who are more juniorMore successful orgs with SM have more staff dedicated to SM (can’tclaim causality but it’s a strong relationship). Only 9% of successful SMorgs don’t have someone at least PT working on SM in their unit, whereas57% of not successful orgs are in that situation. 50% of successful orgshave at least 1 FTE in their unit working on SM, while only 7% of non-successful orgs do. The same theme holds true at the institutional level.
  34. 34. measuring success Moderately successful (62%)Main metric = number of “touches” (friends, click-throughs, participation)Facebook is most successful platform (87%compared to 27% for next most successful platform, Twitter)
  35. 35. Social Strategists struggle with relying on engagement data We asked 140 Corporate Social Strategists: What measurements are most important to evaluating the success of your program? Engagement data: Retweets, comments, fans, likes, followers, members 65.5% Sentiment: Overall opinion of what people say 46.2% Website Traffic 39.5% Conversions or leads 34.5% Customer satisfaction rates: Net promoter, survey satisfaction 33.6% Share of voice or total mentions 27.7% Actual product revenue 21.8% Other (please specify) 10.1% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010 © 2010 Altimeter Group [source: Jeremiah Owyang, Altimeter Group]Measuring the effectiveness of all this chatter is not easy and schools,colleges, and universities struggle with it. Some of the more sophisticatedare trying to move beyond counting touches such as Facebook “likes”,Twitter “retweets,” etc., and attempting to explore how these translate intomeaningful engagement such as applying, giving, or otherwise supporting aninstitution.But social media is new and even well-funded commercial entities strugglewith how to measure its significance in meaningful ways. This chart, fromnoted consultant Jeremiah Owyang, summarizes what measurementscorporate social strategists use to determine effectiveness of their efforts.
  36. 36. organizing social media Distributed Centralized Coordinated mstnr.me/mpePqp
  37. 37. mstnr.me/mpePqpNearly 1 in 4 manage SM solely in their own departmentAn additional 6 in 10 manage their own SM, but get input from othersAt most institutions, communications or marketing manageinstitution-wide SM activities
  38. 38. mstnr.me/mpePqp
  39. 39. mstnr.me/mpePqp
  40. 40. policies & guidelinesAdoption of policies or guidelines for social media growing slowly Most institutions don’t have guidelines or policiesBranding/graphics guidelines most common Few tackle privacy, ethical, or legal issues
  41. 41. samplesUniversity of Oregon: mstnr.me/UofOSMBall State University: mstnr.me/n7nJV4Vanderbilt University: mstnr.me/ohCuiD DePaul University:mstnr.me/DePaulSM
  42. 42. c a s e s t udi e s
  43. 43. Using Facebook, email, the web, and other tools, Madison Area Technical College in Madison, Wis., wonpublic support for a $134-million rebuilding project by almost 60 percent of the vote. mstnr.me/rp2E7L
  44. 44. [bit.ly/aSJZQZ+]More: [poweredbyorange.com; case study: mstnr.me/Though it originally targeted Portland, the campaign expanded quickly. PBO evolved into a broaderawareness-building campaign for OSU. To make this shift, PBO initiated the Orange Spotlight in 2010. Thefeature invites nominations for businesses that are “Powered by Orange” — “owned by an Oregon Statealum, have lots of OSU alums working there, or are just friends of OSU. They also drive innovation, supporteconomic growth, and serve in the community.” Each month, a winning business is selected for the “OrangeSpotlight,” which includes a feature story on OSU’s website, promotion on its social networks, and inclusionin a campaign to push OSU fans to featured businesses via Powered by Orange. People who nominatebusinesses are entered in a drawing for OSU Football season tickets.The result? Baker said, “We’re getting hundreds of nominations for businesses with some kind of OSUconnection.” The benefits can be real for businesses profiled. “We just spotlighted a vineyard in Napa Valley,Lamborn Family Vineyards. Its owners are graduates of the OSU horticulture program and using sustainablegrowing techniques. Lamborn got great publicity when WineBusiness.com picked up the story. This gave usa great story to reuse as we talk about OSU’s new wine institute. It was a win-win for all concerned.”The “Orange Spotlight” nominations have enabled OSU to gain detailed information on hundreds ofbusinesses. Baker noted, “That’s a pretty significant result for us.”
  45. 45. bit.ly/dmRg3O bit.ly/9li6EU bit.ly/czaavPUsing a blog, Facebook, YouTube, Twitter and other tools, friends and fans of the College of William andMary offered 839 suggestions for a new mascot; the site where their Griffin was revealed got 16,913 uniquevisitors; and they earned coverage on The Daily Show, the Chronicle, ESPN, and other major outlets.Other results: 839 mascot suggestions/90 days; 11,183 survey completions/4 wks; 3,345 view of mascotsearch YouTube vid; 16,913 unique visits of finalist unveiling; earned media= Daily Show, WaPo,ESPN,USA Today, CHE, etc.URLs for assets associated with this campaign:blog: wmmascot.blogs.wm.eduFacebook: bit.ly/8YnyHlTwitter: @WMMascotYouTube: www.youtube.com/wmmascotFlickr: bit.ly/cYVYk3Featured in Jon Stewart video: bit.ly/czaavP
  46. 46. The communications and marketing team at the University of Nottingham created a campaign focused onpositioning Nottingham as the definitive source of expert commentary on the 2010 UK elections. Thisinvolved both staff members in the communications and marketing team as well as faculty with expertise inpolitics. By live blogging 24/7 during the election season, they wanted to draw the attention of reporters andmajor media , scholars at other institutions, the general public, potential students, and public opinioninfluencers. Before the effort began, they developed a series of goals to which they attached specificnumbers. For example: “to generate 20 pieces of national and international [media] coverage…”; “… to helpincrease 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 andbloggers to time tweets and posts in response to developing election themes. Traffic was largely driven byTwitter (123 tweets with 7,779 click-throughs), online PR, and linked placement of faculty experts supportedby their blog posts and traditional PR work. By the campaign’s end, 104 blog posts had delivered more than90,000 page views. The campaign exceeded all the targets set by the office. And: “Every item of nationalmedia coverage on Election Day featured a University of Nottingham spokesperson,” for a total of 466national media hits. Applications to the School of Politics & International Relations rose 15%.Relevant URLselectionblog2010.blogspot.comwww.youtube.com/user/60secondpoliticsnottspolitics.org
  47. 47. bes tprac t i c es
  48. 48. best practices multiple channelsmultiple sources of content channel integration sense of humor planned evolution results phone calls real world