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Higher
Education’sShawn Kornegay
 Associate Director of Communications


 Web 2.0
    TCU Office of Communications
Changing relationship

Before
  Print newspapers, magazines
  TV - Three major networks, minimal cable
  Radio and telepho...
Web 2.0 Higher Ed
      Trends
Research Project = marketing professionals in
higher education
Findings
   Business need = ...
Web 2.0 Higher Ed
      Trends
Findings
   Top sources – most effective
      Blogs (SMU) Blogs (SDSU)
      Podcasts
    ...
Web 2.0 Higher Ed
      Trends
Findings
  Top needs
     Reach & communicate target audiences =
     mostly students
     ...
Web 2.0 Higher Ed
      Trends
Findings
  Challenges – why not currently using
     IT/Administration resistance
     Lack...
Web 2.0 Higher Ed
      Trends
Outside Marketing Research (admissions)
  Adoption has grown by 24% in one year: 61%
  in 2...
Web 2.0 Higher Ed
      Trends
Outside Marketing (admissions)
     Social networking is the tool most familiar to
     adm...
Web 2.0 Higher Ed
     Trends
TCU’s Web 2.0 world
www.Newsevents.tcu.edu

Wikipedia

Flickr

RateMyProfessors

Podcasting

RSS feeds

Blogging
     Moni...
TCU’s Web 2.0 world

Twitter.com/tcu

iTunes.com/tcu – coming

Blogging –

Social networking
  Facebook, Linkedin

New Med...
RSS
Really Simple
Syndication or widgets
   Online news butler
   (gathers assigned
   content)
   Push and pull concept

...
Burn, baby burn
Other Uses

Obama Presidential Campaign
  First president-elect with a Facebook page and
  a YouTube channel
  Obama has m...
Other Thoughts
What other tools are being used?

Social Media/Web 2.0 – moving forward

Employment
Questions?


  Thanks!
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Web 2.0 Trends in Higher Education Marketing

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Curious where Web 2.0 is headed in higher education marketing? Are you inline with current trends or do you need to catch up to your peers? Come hear this dynamic and timely presentation on national trends for Web 2.0 higher education marketing. The trends are the result of a graduate study including participation from CASE members in higher education marketing. Find out major trends along with best practices and pitfalls, for reaching students, alumni, faculty, staff and donors.
Presenters:

Shawn Kornegay, Texas Christian University

Web 2.0 Trends in Higher Education Marketing

  1. 1. Higher Education’sShawn Kornegay Associate Director of Communications Web 2.0 TCU Office of Communications
  2. 2. Changing relationship Before Print newspapers, magazines TV - Three major networks, minimal cable Radio and telephone Now Texting + email + IM + listening to iPod + forwarding videos from YouTube + homework + playing games on Wii Gathering own news Explosion of media options
  3. 3. Web 2.0 Higher Ed Trends Research Project = marketing professionals in higher education Findings Business need = main audience are students/prospective students who live in Web 2.0 world Be competitive = must be proactive with technology Most universities using them or will soon start Most have been using technology – 7 months to 2 years
  4. 4. Web 2.0 Higher Ed Trends Findings Top sources – most effective Blogs (SMU) Blogs (SDSU) Podcasts Wikis (Wikipedia) RSS feeds YouTube Flickr Social network Facebook Top sources – least effective Social bookmarking – DIGG, del.icio.us Virtual world (Second Life)
  5. 5. Web 2.0 Higher Ed Trends Findings Top needs Reach & communicate target audiences = mostly students Engage audience Increase branding and overall awareness Why use the technology Meet student needs/wants Competitive edge Cheap, easy to get into, not technically challenging to launch, brand integration
  6. 6. Web 2.0 Higher Ed Trends Findings Challenges – why not currently using IT/Administration resistance Lack of resources/staff Lack of ability to maintain content (i.e. blogs) Don’t know enough about the technology Have proposed it – will launch in future
  7. 7. Web 2.0 Higher Ed Trends Outside Marketing Research (admissions) Adoption has grown by 24% in one year: 61% in 2007 as compared with 85% in 2008 Colleges and universities are outpacing U.S. corporate adoption of social media tools and technologies (13% of the Fortune 500 and 39% of the Inc. 500 currently have a public blog, while 41% of college admissions departments have blogs).
  8. 8. Web 2.0 Higher Ed Trends Outside Marketing (admissions) Social networking is the tool most familiar to admissions officers, with 55% of respondents claiming to be quot;very familiar with itquot; in the first study and 63% in 2008. 78% of private schools have blogs, versus 28% of public schools Nearly 90% of admissions departments feel that social media is quot;somewhat to very important”
  9. 9. Web 2.0 Higher Ed Trends
  10. 10. TCU’s Web 2.0 world www.Newsevents.tcu.edu Wikipedia Flickr RateMyProfessors Podcasting RSS feeds Blogging Monitoring (Technorati) YouTube.com/tcu
  11. 11. TCU’s Web 2.0 world Twitter.com/tcu iTunes.com/tcu – coming Blogging – Social networking Facebook, Linkedin New Media Specialist
  12. 12. RSS Really Simple Syndication or widgets Online news butler (gathers assigned content) Push and pull concept Customized news Media Alumni Stakeholders News feed to your email
  13. 13. Burn, baby burn
  14. 14. Other Uses Obama Presidential Campaign First president-elect with a Facebook page and a YouTube channel Obama has more than 1 million MySpace quot;friendsquot; and more than 3.7 million quot;supportersquot; on his official Facebook page -- some 700,000 more than when he was elected in November. His campaign also has a database of almost 13 million supporters and their e-mail addresses. Inauguration Media coverage – Facebook updates
  15. 15. Other Thoughts What other tools are being used? Social Media/Web 2.0 – moving forward Employment
  16. 16. Questions? Thanks!

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