social media summit
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Penn State’s Social Media
Summit
Penn State’s Social Media
Summit
May 26, 2011The Nittany Lion Inn
May 26, 2011The Nittany Lion Inn
•Philadelphia Marketing Council, Cindy Hall
•Penn State Marketing Council, Cindy Hall
•Research Communications Council, Mike Bezilla
•Health Communications Council, Sean Young
•Social Media Council, Lisa Powers
New Councils at Penn State
University-wide Social Media Council
• Bernie Punt (BJC)
• Herbert Reininger (Outreach)
• Marcus Robinson (ITS)
• Geoff Rushton (University Relations)
• Jillian Stevenson (College of Agricultural Sciences)
• Tom Wilson (Public Broadcasting)
• Mary Wirth (College of Agricultural Sciences)
• Lisa Powers, chair
• Dave Aneckstein (Outreach)
• Amy Caputo (Alumni Association)
• Laurie Creasy (University Relations)
• Fred DeCock (Hershey)
• Kate Domico (Public Broadcasting)
• David Gildea (Admissions)
• Tina Hay (Alumni Association)
• Stephanie Petulla (Athletics)
Changing world1. Facebook — more than 500 million active users. Half of those users log on in any given day, spending a combined 700 billion minutes per month on the site.
2. Twitter — 175 million registered users and 95 million tweets per day.
3. Every day, users upload nearly four years’ worth of video to You-Tube. Two billion videos are being watched every day.
http://www.facebook.com/press/info.php?statisticshttp://www.browsermedia.co.uk/2011/03/30/2011-soc
ial-media-statistics-show-huge-growth/
And now, we’re going mobile •Smartphone sales in 2010
amounted to 302 million units — up almost 75 percent from 2009.
•Tablet (ie. iPad) — predictions of 185 million units in 2014, up 83 percent from 17 million just last year.
•90 percent of the world now lives in a place with access to a mobile network.
•One-third of smartphone users load apps before getting out of bed. Sources: 1) IDC February 2011; 2) RBC Captial Markets, March 2011; 3) The International
Telecommunications Union (October 2010) 4) http://mashable.com/2011/05/13/likeonomics-rohit-bhargava/
TIME EXPENDED
All over the map
ROE
PURPOSE
PURPOSE
ROE
“Official” Penn State social media sites
•173 Facebook sites
•171 Twitter accounts
•27 YouTube sites
Why be consistent?
•We are one University geographically dispersed.
• consistency = credibility
• consistency = clarity
• consistency = brand
What would it take to be consistent?
•Appropriate images
•Responsible monitoring
•Common language and messages
•Understanding the goals of the University
•A shared understanding of our social strategy
Our Social Strategy
You are at the center of a network
Purpose •Add value and promote Penn State
•Reputation management/protect brand
•Be consistent — eliminate confusion about the brand
•Regularly weave use of social media tools into marketing and communications efforts
•Effectively communicate to our audiences
Align withUniversity GOALS
•Increase enrollment
•Increase donations
•Promote research prowess and academic reputation
•Increase alumni participation
Social Media GOALS
•Enhance brand awareness and improve brand sentiment and image.
•Advance and protect the University’s reputation.
•Provide accurate information about Penn State and undertake effective crisis and issue management.
Engage. Be responsive.
Be more human.
(pssst ....ADD VALUE)
Do I want to spend four years here?
Methods of measurement•Assess volume, traffic, engagement,
feedback, your reach
•Use Google analytics or Facebook insights
•Count impressions to determine strength of content
•Analyze comments for qualitative data
•Use URL trackers to determine traffic patterns
•Each quarter, examine content; adjust; improve
Engagement you can measure•Participation — comments, interactions, use
of widgets, @messages, shares, likes, posts, tags
•Degree of Authority — authoritative sites linking to your URLs, talk about your content or Penn State
•Influence — size of user base subscribed to your content, ability to influence the conversation, #RTs per post, hits to your website from social sites
•Sentiment — how do people feel about you, % change
http://www.beingpeterkim.com/2008/09/a-framework-for.html
Can you measure the level of engagement?
Engagement Measurement
Example: 1,000 people from your Facebook page and Twitter account engage on those platforms
every month divided by a total of 5,600 that follow you in those same spaces = 18 % are engaged
with you online.
Take the total number who engage in some way with your organization’s social media spaces divided by the total number of people in the same social media spaces
ROE of social media actions
- Visit
- Watch
- Download
- Read
- Play
- Donate
- Post comments
- Give feedback
- Vote-
Contribute ideas
- Become a fan- Friend- Follow
- Join- Discuss
- Create avideo, custom
message, tweet on behalf of
the University
.
Lowest to highest return on engagement
EngageContribut
eParticipat
e Create
http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
Basic and free monitoring toolsIndexed by Google, Google Alerts:
http://www.google.com/alerts
Tagged by Delicious of Flickr, Create Keyword RSS feeds:
http://www.delicious.com, http://www.flickr.com
Blog comments, Backtype
http://www.backtype.com/home/alerts
More tools
Free tools
oneforty.com/wp-content/uploads/.../social-media-monitoring-high.pdf
Questions?