GROWING YOUR SOCIAL MEDIA PRESENCE for Ringling College of Art and - - PowerPoint PPT Presentation

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GROWING YOUR SOCIAL MEDIA PRESENCE for Ringling College of Art and - - PowerPoint PPT Presentation

Dec 04, 2022 650 likes •1.48k views

GROWING YOUR SOCIAL MEDIA PRESENCE for Ringling College of Art and Designs Social Media Task Force 2.10.2011 photo credit: Layane C'Album on flickr work credit: Brendan Carroll, Francesco Giroldini. Music by Erez

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photo credit: Layane C'Album on flickr work credit: Brendan Carroll, Francesco Giroldini. Music by Erez Koskas

GROWING YOUR SOCIAL MEDIA PRESENCE

for Ringling College of Art and Design’s Social Media Task Force 2.10.2011

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mStoner Doug Gapinski Creative Director

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  • I. The big picture
  • II. Starting with strategy
  • III. What are others doing?
  • IV. What might you do?
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PROLOGUE

“Fear is the mortal enemy

  • f innovation, creativity and

happiness.” —Alex Bogusky fearlessrevolution.com

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PROLOGUE

“Ideas that spread, win.” —Seth Godin, Tribes

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DEFINITIONS

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Social media: web-based tools used for social interaction: blogs; Flickr; Youtube; Twitter; SCVNGR; Facebook

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Social networking: the interactions facilitated by social media which include commenting, sharing, ranking, posting, and so forth

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SOCIAL MEDIA IS CHANGING HOW PEOPLE BEHAVE.

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yelp.com

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yelp.com

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netflix.com

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amazon.com

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  • kcupid.com
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#ETHIC_FAIL

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SOCIAL MEDIA IS CHANGING HIGHER EDUCATION.

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collegeconfidential.com

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AWKWARD REALITIES

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ratemyprofessors.com

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DePaul University Alumni Association on LinkedIn

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insight.kellogg.northwestern.edu

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  • I. The big picture
  • II. Starting with strategy
  • III. What are others doing?
  • IV. What might you do?
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SOCIAL MEDIA STRATEGY

“The beginning is the most important part of the work.” —Plato

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Source: Rachel Reuben, “eRecruiting with Social Media and a Purpose”

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Big idea

Strategy Funnel Fit Yield

Problem solved or question answered How do we do things that are real institutional changes–that aren’t just marketing–to meet our admission goals? How do we keep our funnel large enough to be competitive? How do we maintain quality information about our applicant pool? In an age where we have more applicants we know less about, how do we attract the right kind of student for our institution? With students applying to more schools, how do we guarantee they take a seat at our school? Trends Institutional research Robust analytics for web assessment High school teacher / counselor engagement College fairs Mobile solutions including mobile applications Paid search / SEO Transaction design such as forms Routing design Shared applicant pools Branded sites Branded mobile Social media First year experience Integrated marketing Analytics to help measure who you should be most focused on 1 on 1 attention Personalization Social media Portals

WEB TRENDS IN ADMISSIONS

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SOCIAL MEDIA STRATEGY

Are most institutions providing content that adds value for prospective students?

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growth of social media for admissions according to NACAC

Growth of social media in college and university admissions

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EXPECTATIONS VS. DELIVERY

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Social media desired by prospectives vs. provided by admissions offices from Abe Gruber’s Social Media in Undergraduate University Admissions

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from Abe Gruber’s Social Media in Undergraduate University Admissions Social media importance ranking: admissions vs. prospective students

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WHAT DO PROSPECTIVE STUDENTS RESPOND TO?

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Source: Varsity Outreach What do prospective students respond to on Facebook?

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Social media: prospective students expectations (from Abe Gruber)

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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”

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TAKEAWAY: PROVIDE CONTENT YOUR AUDIENCE WANTS

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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

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  • I. The big picture
  • II. Starting with strategy
  • III. What are others doing?
  • IV. What might you do?
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TALKING TO INDIVIDUALS

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twitter.com/mtholyoke

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flightoftheflyers.com

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flightoftheflyers.com

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HIGHLIGHTING WORK & OUTCOMES OF INDIVIDUALS

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www.scad.edu/connect

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risd.edu and integrated social media

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calarts.edu

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calarts outcome-oriented facebook page

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mica.edu

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twitter.com/mica_news

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ORGANIZING EVENTS

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Hofstra Law School on facebook

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AGGREGATING CONTENT TO SHOW VIBRANCE & ACTIVITY

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www.scad.edu/connect

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nmhschool.org/nmhbook social media aggregator

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saic.edu

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be.umbc.edu destination for student-generated content

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Trinity College

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Cautious Moderate Lenient

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  • I. The big picture
  • II. Starting with strategy
  • III. What are others doing?
  • IV. What might you do?
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COMMIT TO MORE DEDICATED STAFF TIME FOR SOCIAL MEDIA

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PLAN CAREFULLY

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Monday Tuesday Wednesday Thursday Friday Theme: Question Facebook feature Sharing stories

  • nline

Women’s Equality Day Soldiers and Families 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 sites Pull 3-5 photos from various sites Pull 3-5 photos highlighting women in the Army Pull 3-5 photos highlighting Military Families Photo of day: “Convoy Fights off Insurgent Ambush” 6,075 total views “The Wall Hanger” 7,373 total views “In the Early Morning Light” 3,888 total views “Don’t Look Down” 6,086 total views Soldier/Family Oriented Facebook: #1: #2: #3: #1: Photo of the Day #2: Question: “Army Inspiration” (over 1,330 comments) #3: Birthplace of National Guard (army.mil) #1: Photo of the Day #2: Highlight “Ft. Benning” #3: Promote Army Videos

  • n iTunes

#1: Photo of the Day #2: G/8 Video (Army Modernization) #3: Promote Women’s Equality Day #1: Photo of the Day #2: Women in Army History (army.mil/women) #3: Personality Profile of Women Soldier #1: Photo of the Day #2: Family Tour BCT (army.mil feature) #3: Question: Improvements in supporting Military Family Tweets: #1: #2: #3: #1: Photo of the Day #2: Trivia:7 Core Values (over 10 responses) #3: Question: “Army Inspiration” (over 25 responses) #1: Photo of the Day #2: Cross-promote “Ft. Benning” #3: Promote Army Videos

  • n iTunes

#1: Photo of the Day #2: Cross-promote Army Modernization Video #3: Promote Women’s Equality Day #1: Photo of the Day #2: Trivia: 1st Women Generals? #3: Shout-out to Female Soldiers (about 20 responses) #1: Photo of the Day #2: Cross-promote Army.mil feature story #3: Question: Improvements in supporting Military Family Blog: “To Protect & Defend”-Army Inspiration Army Blog Feature (Army Technology) Bloggers Roundtable (Unmanned Aircraft Systems) Personality Profile

  • Sgt. Tyronda Dorsey

(over 1650 FB shares) Photo Slideshow of “Welcome Home” Celebrations STAND-TO! Pain Management Soldier Athlete Initiative Comprehensive Soldier Fitness Women’s Equality Day Army’s Land War Net Goal: To educate & engage with audience To promote external Army initiatives & to inform audience To inform Soldiers & audience of advances in Army technology To inform/educate audience

  • n Women in Army History

To engage Military families Measure of Effectiveness FB: 3 posts; 629 likes, 120 comments (aver. per post) Twitter: 4 tweets; 42 re-tweets Blog: 3148 page views FB: 3 posts; 615 likes, 138 comments (aver. per post) Twitter: 3 tweets; 47 re- tweets Blog: 3190 page views FB:3 posts; 1105 likes, 163 comments (aver. per post) Twitter: 3 tweets; 50 re- tweets Blog: 3,563 page views FB: 3 posts;1133 likes, 131 comments (aver. per post) Twitter: 4 posts; 51 re- tweets Blog : 3,010 page views FB: 3 posts; 850 likes, 175 comments (aver. per post) Twitter: 3 tweets; 56 re- tweets Blog: 4,392 page views

Source: “5 day social media strategy template” by U.S. Army on Slideshare

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2008 to 2009 In-state dominance 50% Florida 45% National 5%International 2020 To global preeminence 25% Florida 25% National 25% International

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FIND INTERNATIONAL PROSPECTIVES AND TALK TO THEM ONE ON ONE

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twitter.com/mtholyoke

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MAKE IT ABOUT THE OUTCOMES

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DESTROYING THE MYTH OF THE STARVING ARTIST

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twitter.com/mica_news

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TAKE IT TO THE PROGRAM LEVEL

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risdceramics.blogspot.com

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www.scad.edu/connect

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CONSIDER PRIVATE COMMUNITIES FOR YIELD

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MAKE IT FUNNY!

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search “old spice parody byu” on youtube

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search “midd kid” on youtube

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search “scholar ladies” on youtube

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GO MOBILE WITH YOUR SOCIAL MEDIA

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m.wm.edu social content on mobile platforms upcoming FIT mobile site

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QUESTIONS?

Doug Gapinski Creative Director, mStoner 773.305.0537x31 doug.gapinski@mstoner.com

@thedougco

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