Social Media Summit

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

Social Media SummitSocial Media Summit

Iowa State UniversityIowa State University

Ames, IAAmes, IA

3 December 20093 December 2009

Who is Bob Johnson, Ph.D.?Who is Bob Johnson, Ph.D.?

Higher education marketing since 1980sHigher education marketing since 1980s

Owner… Bob Johnson Consulting, LLCOwner… Bob Johnson Consulting, LLC

Partner w/Gerry McGovern at Customer Partner w/Gerry McGovern at Customer Carewords, LtdCarewords, Ltd

““Your Higher Education Marketing Newsletter” Your Higher Education Marketing Newsletter” (email newsletter)(email newsletter)

““Bob Johnson’s Blog on Higher Education Bob Johnson’s Blog on Higher Education Marketing” Marketing”

Twitter, LinkedIn, Facebook userTwitter, LinkedIn, Facebook user

What does this mean?What does this mean?25% of 2009 freshmen report using 25% of 2009 freshmen report using Facebook to help make their college Facebook to help make their college

choicechoice

YouTube, Flickr, Twitter for Ford…YouTube, Flickr, Twitter for Ford…http://fiestamovement.com/http://fiestamovement.com/

►►Critical point to start…Critical point to start…

The website is your most important online The website is your most important online marketing tool…marketing tool…

Fixing broken links and dated content is more Fixing broken links and dated content is more important than social mediaimportant than social media

The Social Media “Groundswell”…The Social Media “Groundswell”…

““A social trend in which people use technology A social trend in which people use technology to get the things they need to get the things they need from each otherfrom each other,,◄◄ rather than from traditional institutions like rather than from traditional institutions like corporations.”corporations.”

Groundswell, Harvard Business Press, 2008Groundswell, Harvard Business Press, 2008

What’s in the Groundswell…What’s in the Groundswell…– Facebook and MySpaceFacebook and MySpace– WikipediaWikipedia– YouTubeYouTube– Rate My ProfessorRate My Professor– Twitter and LinkedInTwitter and LinkedIn

2 new social media mistakes…2 new social media mistakes…http://twitter.com/InsidetheBCShttp://twitter.com/InsidetheBCS........

http://www.facebook.com/pages/Inside-the-BCS/208135432288http://www.facebook.com/pages/Inside-the-BCS/208135432288

Social media… a really big worldSocial media… a really big worldhttp://www.briansolis.com/http://www.briansolis.com/

Social Media site traffic… Nov 21, 2009Social Media site traffic… Nov 21, 2009http://www.hitwise.com/resources/data-center.phphttp://www.hitwise.com/resources/data-center.php

1. Facebook 46.09%1. Facebook 46.09%

2. MySpace 18.59% 2. MySpace 18.59%

3. YouTube 13.96%3. YouTube 13.96%

4. Tagged 1.51%4. Tagged 1.51%

5. Yahoo! Answers 5. Yahoo! Answers 1.13%1.13%

6.Twitter 1.06%6.Twitter 1.06%

7. Yahoo! Profiles 7. Yahoo! Profiles 0.81%0.81%

8. myYearbook 0.60%8. myYearbook 0.60%

9. Windows Live 9. Windows Live Home 0.51%Home 0.51%

10. Meebo 0.50%10. Meebo 0.50%

►►Most people are “spectators”…Most people are “spectators”…http://www.forrester.com/Groundswell/profile_tool.htmlhttp://www.forrester.com/Groundswell/profile_tool.html

Re active participation… control expectationsRe active participation… control expectations

How people 18 to 55+ use social mediaHow people 18 to 55+ use social media

– Creators….Creators…. 24%24%

– Critics………Critics……… 37%37%

– Collectors…Collectors… 21%21%

– Joiners……Joiners…… 51%51%

– Spectators…Spectators… 73%73%◄◄

– Inactives……Inactives……18%18%

Groups overlap… thus the high total percentGroups overlap… thus the high total percent

Is “Social Media” a marketing tool?Is “Social Media” a marketing tool?

Yes, but…Yes, but…– Not a direct sales/recruitment toolNot a direct sales/recruitment tool

– Social media allow potential students to listen to Social media allow potential students to listen to people talk about their experience with youpeople talk about their experience with you

– Social media allows people to ask questions about Social media allows people to ask questions about the value of your education and to get “experience the value of your education and to get “experience answers” from your students and alumnianswers” from your students and alumni

– You can’t control social media discussionsYou can’t control social media discussions

– You can monitor and influence themYou can monitor and influence them

Three levels of marketingThree levels of marketingAlex Brown at http://www.zehno.com/news-resources/?p=2532Alex Brown at http://www.zehno.com/news-resources/?p=2532

Free MarketingSocial media discussions, word-of-mouth, etc.

Engagement MarketingWeb 2.0, Facebook fan page, Twitter, YouTube, etc.

Traditional MarketingWebsite 1.0, Advertising, PR, Special Events

Iowa State and social media…Iowa State and social media…

Many sites…Many sites…Activity varies greatlyActivity varies greatly

Facebook… 500+ resultsFacebook… 500+ resultsIowa State University………………….. Iowa StateIowa State University………………….. Iowa State

YouTube… 2,150+ resultsYouTube… 2,150+ resultsIowa State University……………………Iowa StateIowa State University……………………Iowa State

Twitter… 20 resultsTwitter… 20 resultsIowa State….…………………Iowa State UniversityIowa State….…………………Iowa State University

In perspective…In perspective… Starbucks & Iowa StateStarbucks & Iowa State

Starbucks…Starbucks…– Facebook fans in Facebook fans in

Nov… 1.5 millionNov… 1.5 million

Iowa StateIowa State– Facebook fans in Facebook fans in

Nov… 11,785Nov… 11,785

Starbucks… Starbucks… – Twitter followers in Twitter followers in

November… 536,049November… 536,049

Iowa State newsIowa State news– Twitter followers in Twitter followers in

November… 1,861November… 1,861

Facebook…Facebook…

If you build it…If you build it…

How many people will notice?How many people will notice?

Iowa State on Facebook…Iowa State on Facebook…

►►Increase Facebook audiences…Increase Facebook audiences…

Prominent link to Facebook from the entry page Prominent link to Facebook from the entry page to your website section… don’t make them huntto your website section… don’t make them huntInclude your Facebook link at end of individual Include your Facebook link at end of individual email you send from your divisionemail you send from your divisionAdd a FB icon to email newslettersAdd a FB icon to email newslettersGet current students to talk about their Iowa Get current students to talk about their Iowa State experiences, w/ links to videos, photosState experiences, w/ links to videos, photos– Select as you would student bloggersSelect as you would student bloggers

Viral marketingViral marketing◄◄– Goal: Fans of your fans will see the link on their FB Goal: Fans of your fans will see the link on their FB

pages and join as a resultpages and join as a result

Encourage Facebook fans…Encourage Facebook fans…

Give your fans permission to…Give your fans permission to…– Post videosPost videos– Post photographsPost photographs– Link from their updatesLink from their updates

If fans say something critical of you…If fans say something critical of you…– Remember, this is “reality” marketingRemember, this is “reality” marketing– In most cases, don’t remove the commentIn most cases, don’t remove the comment

– Don’t answer right away… Don’t answer right away… watch how other watch how other

community members reactcommunity members react◄◄– The best response comes from your supportersThe best response comes from your supporters

Doing Social Media at Iowa StateDoing Social Media at Iowa State

Lessons from people who are doing it now…Lessons from people who are doing it now…FacebookFacebook

TwitterTwitter

Facebook…Facebook…

Twitter…Twitter…

Notes on ROI…Notes on ROI…

Old style advertising:Old style advertising:

““I know 50% works, but I don’t know which 50%.”I know 50% works, but I don’t know which 50%.”Abandon what doesn’t get attentionAbandon what doesn’t get attention

Basic ROI points…Basic ROI points…

Do you have measurable goals?Do you have measurable goals?

– Increase recruitment conversion?Increase recruitment conversion?

– Increase event registrations?Increase event registrations?

– Increase annual fund contributions?Increase annual fund contributions?

– Increase sale of athletic gear?Increase sale of athletic gear?

Do you know results before social media?Do you know results before social media?

– Best to compare before & after resultsBest to compare before & after results

– Can you separate impact of other activities?Can you separate impact of other activities?

Basic ROI points (continued)…Basic ROI points (continued)…

Social media isn’t free…Social media isn’t free…– People resources to create content and monitor People resources to create content and monitor

what’s happening… count hours spent on SMwhat’s happening… count hours spent on SM– Budget resources diverted from other activitiesBudget resources diverted from other activities– Change current activities with least ROI nowChange current activities with least ROI now

Engagement isn’t a final ROI measure…Engagement isn’t a final ROI measure…– Engagement is importantEngagement is important– But engagement is not always the end goalBut engagement is not always the end goal

Basic ROI points (continued)… Basic ROI points (continued)…

Things you can track…Things you can track…– Relative growth of fans (FB), followers (Twitter) and Relative growth of fans (FB), followers (Twitter) and

connections (LinkedIn)connections (LinkedIn)– Comments and questions from the community on Comments and questions from the community on

FacebookFacebook– Link tracking from Facebook and Twitter postsLink tracking from Facebook and Twitter posts– Views and comments on YouTubeViews and comments on YouTube

Special attention to tracking…Special attention to tracking…– Links to annual fund contribution pagesLinks to annual fund contribution pages– Links to inquiry and application formsLinks to inquiry and application forms

ROI is an emerging skill…ROI is an emerging skill…http://smroi.net/http://smroi.net/

Twitter… unrealized potentialTwitter… unrealized potential

Twitter growth has slowed…Twitter growth has slowed…Tweet every day…Tweet every day…

Multiple sites are fine…Multiple sites are fine…

To see higher ed follower growthTo see higher ed follower growth……http://http://twitter.pbworks.comtwitter.pbworks.com/Universities/Universities... Thanks to Barb Chamberlain ... Thanks to Barb Chamberlain

http://twitter.com/WSUSpokanehttp://twitter.com/WSUSpokane

Bio to build brand…Bio to build brand…

Good example…Good example…– ““Saint Leo Saint Leo

University is a University is a leading provider of leading provider of higher education to higher education to young adults, young adults, working adults, and working adults, and military personnel military personnel looking to further looking to further their education.” their education.”

Good example…Good example…– ““UC Davis official UC Davis official

undergrad undergrad admission updates, admission updates, deadlines and deadlines and interesting tidbits.”interesting tidbits.”

Check yourself against competitors…Check yourself against competitors… http://twitter.grader.com/http://twitter.grader.com/

Measuring influence at Klout…Measuring influence at Klout…http://klout.com/http://klout.com/

• ““You have built a personal You have built a personal brand around your identity. brand around your identity. There is a good chance that There is a good chance that you work in social media or you work in social media or marketing but you might even marketing but you might even be famous in real life. Being a be famous in real life. Being a persona is not just about persona is not just about having a ton of followers, to having a ton of followers, to make it to the top right corner make it to the top right corner you need to engage with your you need to engage with your audience. Make no mistake audience. Make no mistake about it though, when you talk about it though, when you talk people listen.”people listen.”

Another new metrics tool…Another new metrics tool…http://www.graphedge.com/http://www.graphedge.com/

• How many of your How many of your followers you're followers you're reallyreally reaching reaching

• How quickly your network How quickly your network is growing (or shrinking!) is growing (or shrinking!)

• Who's dumping you Who's dumping you

• Who your most influential Who your most influential followers are, and how to followers are, and how to reach them reach them

• Who else your followers Who else your followers are following are following

Qualitative analysis…Qualitative analysis…http://tweetpsych.com/?name=iowastateunewshttp://tweetpsych.com/?name=iowastateunews

• ““TweetPsych uses two TweetPsych uses two linguistic analysis linguistic analysis algorithms (RID and algorithms (RID and LIWC) to build a LIWC) to build a psychological profile of a psychological profile of a person based on the person based on the content of their tweets.”content of their tweets.”– Cognitive contentCognitive content– Primordial, conceptual, Primordial, conceptual,

emotional contentemotional content– Sites like yours Sites like yours

Integrated Marketing Integrated Marketing and Social Media and Social Media

Case Review: University of PhoenixCase Review: University of Phoenix

Facebook… 22,878 fansFacebook… 22,878 fansTwitter… 1,860 followersTwitter… 1,860 followers

LinkedIn… 3,085 alumni in 7 groupsLinkedIn… 3,085 alumni in 7 groups

From an obscure home page link…From an obscure home page link…http://www.phoenix.edu/students/online_communities.htmlhttp://www.phoenix.edu/students/online_communities.html

Start people at the “Wall”…Start people at the “Wall”…8,678 fans on 21 May 2009… 22,000+ in November8,678 fans on 21 May 2009… 22,000+ in November

►►Don’t fear “Discussions”…Don’t fear “Discussions”…Where is my Pell Grant moneyWhere is my Pell Grant money??

Getting personal on Twitter…Getting personal on Twitter…@danportnoy has 1,375 followers@danportnoy has 1,375 followers

Building Brand on MySpace…Building Brand on MySpace…http://www.myspace.com/universityofphoenixhttp://www.myspace.com/universityofphoenix

Building Brand on YouTube…Building Brand on YouTube…http://www.youtube.com/universityofphoenixhttp://www.youtube.com/universityofphoenix

Building brand on LinkedIn… Building brand on LinkedIn… 1,926 alumni in May… 3,000+ in November1,926 alumni in May… 3,000+ in November

In the near future…In the near future…

Easier access to online locations…Easier access to online locations…One password open all your doorsOne password open all your doors

Easier access to Internet locations…Easier access to Internet locations…http://http://openid.netopenid.net//.............. http://developers.facebook.com/connect.phphttp://developers.facebook.com/connect.php

The cost of getting started…The cost of getting started…(From Heather Mansfield at DIOSA Communications, (From Heather Mansfield at DIOSA Communications, http://www.diosacommunications.comhttp://www.diosacommunications.com), spring 2009), spring 2009

Create initial sites on FB, MySpace, Twitter, Create initial sites on FB, MySpace, Twitter, FlickR, YouTube… $2,700FlickR, YouTube… $2,700

Create sites only on FB, MySpace… $750Create sites only on FB, MySpace… $750Staff time allocation… 25% to 50% at startStaff time allocation… 25% to 50% at start

The summary… 7 pointsThe summary… 7 points

People turn to social media for “real” information People turn to social media for “real” information based on actual experience… based on actual experience…

Promote your social media sites every day…Promote your social media sites every day…

Social media won’t go away, individual sites may Social media won’t go away, individual sites may change importance…change importance…

You can’t control social media content…You can’t control social media content…

Social media will become more integrated…Social media will become more integrated…

To measure ROI, set quantifiable goalsTo measure ROI, set quantifiable goals

Experiment, then changeExperiment, then change

Keeping up to date…Keeping up to date…

Groundswell blog…Groundswell blog…http://blogs.forrester.com/groundswell/http://blogs.forrester.com/groundswell/

New book in 2010…New book in 2010…http://blogs.forrester.com/groundswell/2009/10/announcing-our-http://blogs.forrester.com/groundswell/2009/10/announcing-our-

next-book-harnessing-the-groundswell.htmlnext-book-harnessing-the-groundswell.html

Especially for Facebook…Especially for Facebook…

MashableMashablehttp://mashable.com/http://mashable.com/

Dave Evan’s Blog…Dave Evan’s Blog…http://www.readthis.com/http://www.readthis.com/

Pew Internet research reports…Pew Internet research reports…http://www.pewinternet.org/Presentations/2009/41--The-http://www.pewinternet.org/Presentations/2009/41--The-

Democratization-of-Online-Social-Networks.aspxDemocratization-of-Online-Social-Networks.aspx

Shameless self-promotion…Shameless self-promotion…http://twitter.com/HighEdMarketing...http://twitter.com/HighEdMarketing...

http://www.bobjohnsonblog.com/http://www.bobjohnsonblog.com/

Thank You!Thank You!

Bob Johnson, Ph.D.Bob Johnson, Ph.D.PresidentPresident

Bob Johnson Consulting, LLCBob Johnson Consulting, LLCMarshall, MI 49068Marshall, MI 49068

248.766.6425 248.766.6425 bob@bobjohnsonconsulting.combob@bobjohnsonconsulting.com

Customer Carewords Research for Online Marketing Success: Customer Carewords Research for Online Marketing Success:

http://www.bobjohnsonconsulting.com/customercarewords.htmlhttp://www.bobjohnsonconsulting.com/customercarewords.html

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