shaping college social media
DESCRIPTION
Presentation to community college presidents at AACC conference in New Orleans, LA in April 2011. Presented by: Kyle Schwarm, Exec Director of the Wis Technical College System marketing consortium and Barb Dreger, Director of College Marketing, Fox Valley Technical CollegeTRANSCRIPT
Shaping your college’s social media strategy
Presented by NCMPR, an affiliate council of AACC
AACC ConferenceApril 10, 2011
Barb Dreger, Fox Valley Technical College, Appleton, WIKyle Schwarm, Wisconsin Technical College System, Madison, WI
Overview• What is social media?• How is it different from other forms of
communication?• Types of social media• Why it’s important for your college to
engage in social media• Case Study: College Strategy & Plan:
How one college is leveraging social media to its advantage
If you think you control your college’s message, think again!
It’s not you!
“Oh, how I hate this college.”
One bad tweet can cost you 30 students
Source: Convergys Corp.
Are you or your college engaged in social media?
Social media are the various platforms by which individuals can converge, collaborate
and interact with others
Easy, immediate, accessible and far reaching
Most relevant to colleges todayAdd friends, send messages, share photos & even play games; Fan pages allow colleges to get messages out and build community
Microblogging, which is not about what you say, it’s about getting others to retweet about you – the ultimate in brand exposure
Video-sharing; great for promoting colleges; Second only to Facebook for researching brands; Number two search engine behind Google
Largest business-oriented, professional network for success-minded individuals; good way for colleges to connect with businesses
First modern form of social media; used as online journals; Allows individuals/organizations to have a voice while connecting to others
Across all generations, more people than ever are using social media.
• 85% of online users ages 45-54 use social media; 75% of 55+ group (fastest growing segment)
• On average, Internet users logon to two social media sites per day; average friend count is 195
• 73% of teens use Facebook• Facebook, Blogspot and MySpace are the top sites for teens• Top 5 activities: Sending personal messages, viewing
photos, checking status, reacting to others’ status and uploading photos
November 2010, Social Media Today
Companies with 100+ employeesNovember 2010, eMarketer
2008 2009 2010 2011 2012
42%
58%
73%80%
88%
U.S. organizations using social media in marketing efforts
August 2009, Russell Herder and Ethos Business LawOtherSecond Life
DiggDeliciousMy Space
YammerFlickr
WikipediaBlogs
LinkedInYouTube
TwitterFacebook
9%
1%
3%
7%
8%
11%
16%
24%
43%
49%
55%
66%
80%
Organizations’ social media use by platform
Who are your friends?
and where
^
Rules
• Be transparent• Be relevant• Write well• Keep it about them
Source: Peter Shankman
CollegeConten
tTweet
about it
Gets retweete
d
Twitter user post
on Facebook
Shared with
Facebook friends
Picked up by Google & Yahoo
Brand Influence Enga
ge
Monitor
Engage
Monitor
Social media messaging pathway
• Listening• Responding• Creating content• Engaging• Developing loyalty• Addressing concerns
Case Study
Barb Dreger,Director of College MarketingFox Valley Technical College
• Increased traffic to FVTC website• Lead generation (inquiries)• Recruitment for open positions• Improved customer service• New channel to demonstrate brand personality• Opportunity to engage brand advocates• Image building
Results/ROI
Questions?Barb Dreger, Fox Valley Technical College, Appleton, WI
Email: [email protected] Twitter: @BarbDreger
LinkedIn: http://www.linkedin.com/in/BarbDreger
Kyle Schwarm, Wisconsin Technical College System, Madison, WIEmail: [email protected]
Twitter: @KyleSchwarmLinkedIn: http://www.linkedin.com/in/KyleSchwarm
Shaping your college’s social media strategy
Presented by NCMPR, an affilate council of AACC
AACC ConferenceApril 10, 2011
Barb Dreger, Fox Valley Technical College, Appleton, WIKyle Schwarm, Wisconsin Technical College System, Madison, WI