GROWING YOUR SOCIAL MEDIA PRESENCE for Ringling College of Art and Design’s Social Media Task Force 2.10.2011 photo credit: Layane C'Album on flickr work credit: Brendan Carroll, Francesco Giroldini. Music by Erez Koskas
mStoner Doug Gapinski Creative Director
I. The big picture II. Starting with strategy III. What are others doing? IV. What might you do?
PROLOGUE “Fear is the mortal enemy of innovation, creativity and happiness.” —Alex Bogusky fearlessrevolution.com
PROLOGUE “Ideas that spread, win.” —Seth Godin, Tribes
DEFINITIONS
Social media: web-based tools used for social interaction: blogs; Flickr; Youtube; Twitter; SCVNGR; Facebook
Social networking: the interactions facilitated by social media which include commenting, sharing, ranking, posting, and so forth
SOCIAL MEDIA IS CHANGING HOW PEOPLE BEHAVE.
yelp.com
yelp.com
netflix.com
amazon.com
okcupid.com
#ETHIC_FAIL
SOCIAL MEDIA IS CHANGING HIGHER EDUCATION.
collegeconfidential.com
AWKWARD REALITIES
ratemyprofessors.com
DePaul University Alumni Association on LinkedIn
insight.kellogg.northwestern.edu
I. The big picture II. Starting with strategy III. What are others doing? IV. What might you do?
SOCIAL MEDIA STRATEGY “The beginning is the most important part of the work.” —Plato
Source: Rachel Reuben, “eRecruiting with Social Media and a Purpose”
WEB TRENDS IN ADMISSIONS Big idea Strategy Funnel Fit Yield Problem solved or How do we do things How do we keep our In an age where we With students question answered that are real funnel large enough have more applicants applying to more institutional to be competitive? we know less about, schools, how do we changes–that aren’t how do we attract guarantee they take just marketing–to How do we maintain the right kind of a seat at our school? meet our admission quality information student for our goals? about our applicant institution? pool? Trends Institutional research Mobile solutions Branded sites 1 on 1 attention including mobile Robust analytics for applications Branded mobile Personalization web assessment Paid search / SEO Social media Social media High school teacher / counselor Transaction design First year experience Portals engagement such as forms Integrated marketing College fairs Routing design Analytics to help Shared applicant measure who you pools should be most focused on
SOCIAL MEDIA STRATEGY Are most institutions providing content that adds value for prospective students?
Growth of social media in college and university admissions growth of social media for admissions according to NACAC
EXPECTATIONS VS. DELIVERY
Social media desired by prospectives vs. provided by admissions offices from Abe Gruber’s Social Media in Undergraduate University Admissions
Social media importance ranking: admissions vs. prospective students from Abe Gruber’s Social Media in Undergraduate University Admissions
WHAT DO PROSPECTIVE STUDENTS RESPOND TO?
What do prospective students respond to on Facebook? Source: Varsity Outreach
Social media: prospective students expectations (from Abe Gruber)
Alumni preferred content: survey results from Emory Alumni accomplishments 64% Career & professional dev. 51% Initiatives around the world 50% Emory faculty / research 49% My school news / activities 44% Current student news 33% Photographs & slide shows 28% Emory arts 24% Ways to support Emory 11% From: “Getting Social: The Emory Alumni Association Online”
TAKEAWAY: PROVIDE CONTENT YOUR AUDIENCE WANTS
STEPS FOR STRATEGY SUCCESS I. Purpose / Goals: What are you trying to accomplish? Why? II. Inventory & Assessment: What assets do you already have? What are your competitors doing? III. Frameworks: What are appropriate practices, policies, content parameters, and technology? IV. Natural Supporters: Who will help support? Who is already interested in this? V. Measurements and Benchmarks: What does success look like? Source: Steve Bennett
I. The big picture II. Starting with strategy III. What are others doing? IV. What might you do?
TALKING TO INDIVIDUALS
twitter.com/mtholyoke
flightoftheflyers.com
flightoftheflyers.com
HIGHLIGHTING WORK & OUTCOMES OF INDIVIDUALS
www.scad.edu/connect
risd.edu and integrated social media
calarts.edu
calarts outcome-oriented facebook page
mica.edu
twitter.com/mica_news
ORGANIZING EVENTS
Hofstra Law School on facebook
AGGREGATING CONTENT TO SHOW VIBRANCE & ACTIVITY
www.scad.edu/connect
nmhschool.org/nmhbook social media aggregator
saic.edu
be.umbc.edu destination for student-generated content
Trinity College
Cautious Moderate Lenient
I. The big picture II. Starting with strategy III. What are others doing? IV. What might you do?
COMMIT TO MORE DEDICATED STAFF TIME FOR SOCIAL MEDIA
PLAN CAREFULLY
Monday Tuesday Wednesday Thursday Friday Theme: Question Facebook feature Sharing stories Women’s Equality Day Soldiers and Families online LOE: Strategic Environment Equip and Train Equip and Train Strategic Environment Soldiers & Families Flickr: Pull 3-5 photos from various sitesPull 3-5 photos from various Pull 3-5 photos from various Pull 3-5 photos highlighting Pull 3-5 photos highlighting sites sites women in the Army Military Families Photo of day: “Convoy Fights off Insurgent “The Wall Hanger” “In the Early Morning Light” “Don’t Look Down” 6,086 Soldier/Family Oriented Ambush” 6,075 total views 7,373 total views 3,888 total views total views Facebook: #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day #1: #2: Question: “Army #2: Highlight “Ft. Benning” #2: G/8 Video (Army #2: Women in Army History #2: Family Tour BCT Inspiration” (over 1,330 #3: Promote Army Videos Modernization) (army.mil/women) (army.mil feature) #2: comments) on iTunes #3: Promote Women’s #3: Personality Profile of #3: Question: Improvements #3: Birthplace of National Guard Equality Day Women Soldier in supporting Military Family #3: (army.mil) Tweets: #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day #2: Trivia: 1 st Women #1: #2: Trivia:7 Core Values (over 10 #2: Cross-promote “Ft. #2: Cross-promote Army #2: Cross-promote Army.mil responses) Benning” Modernization Video Generals? feature story #2: #3: Question: “Army #3: Promote Army Videos #3: Promote Women’s #3: Shout-out to Female #3: Question: Improvements Inspiration” (over 25 responses) on iTunes Equality Day Soldiers (about 20 in supporting Military Family #3: responses) “To Protect & Defend”-Army Army Blog Feature Bloggers Roundtable Personality Profile Photo Slideshow of “Welcome Blog: Inspiration (Army Technology) (Unmanned Aircraft Sgt. Tyronda Dorsey Home” Celebrations Systems) (over 1650 FB shares) STAND-TO! Pain Management Soldier Athlete Initiative Comprehensive Soldier Women’s Equality Day Army’s Land War Net Fitness Goal: To educate & engage with To promote external Army To inform Soldiers & To inform/educate audience To engage Military families audience initiatives & to inform audience of advances in on Women in Army History audience Army technology Measure of FB: 3 posts; 629 likes, 120 FB: 3 posts; 615 likes, 138 FB:3 posts; 1105 likes, 163 FB: 3 posts;1133 likes, 131 FB: 3 posts; 850 likes, 175 Effectiveness comments (aver. per post) comments (aver. per post) comments (aver. per post) comments (aver. per post) comments (aver. per post) Twitter: 4 tweets; 42 re-tweets Twitter: 3 tweets; 47 re- Twitter: 3 tweets; 50 re- Twitter: 4 posts; 51 re- Twitter: 3 tweets; 56 re- Blog: 3148 page views tweets tweets tweets tweets Blog: 3190 page views Blog: 3,563 page views Blog : 3,010 page views Blog: 4,392 page views Source: “5 day social media strategy template” by U.S. Army on Slideshare
2008 to 2009 2020 In-state dominance To global preeminence 50% Florida 25% Florida 45% National 25% National 5%International 25% International
FIND INTERNATIONAL PROSPECTIVES AND TALK TO THEM ONE ON ONE
twitter.com/mtholyoke
MAKE IT ABOUT THE OUTCOMES
DESTROYING THE MYTH OF THE STARVING ARTIST
twitter.com/mica_news
TAKE IT TO THE PROGRAM LEVEL
risdceramics.blogspot.com
www.scad.edu/connect
CONSIDER PRIVATE COMMUNITIES FOR YIELD
MAKE IT FUNNY!
search “old spice parody byu” on youtube
search “midd kid” on youtube
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