- 1. IDEAS THAT WORK SOCIAL MARKETING BEST PRACTICES July 14,
2009 Featuring Joanne Murray, Annenberg School for Communication
Joel Cloralt, FIU College of Business Administration Valerie
Salyer, New England College
2. Expectations have changed
- Digital natives expect you to be accessible across multiple
channels (both new and old)
- Context and relevance are much more important than ever
before
- You must battle even harder for share of mind and share of
wallet
3.
- STUDENTS ARE ON THE SOCIAL WEB
- 75% of our college crowd, young adults aged 18-24
- Social network users are also more likely to be students-
- 68% of full time students and 71% of part-time students
- have a social network profile
- Nearly one third 31% of online white adults have a social
networking profile, compared with 43% of African-Americans and 48%
of Hispanics.
- Source: Pew Internet and American Life Project
TRENDS INSOCIAL MARKETING 4.
- SO ARE ADMISSIONS OFFICES
- There has been significant growth in familiarity with, adoption
of, and importance to mission of social media over one year
ago.
- Adoption has grown by 24% in one year: 61% in 2007 as compared
with 85% in 2008.
- Nearly 90% of admissions departments feel that social media is
somewhat to very important to their future strategy
- Source: UMASS-DARTMOUTH CENTER FOR MARKETING RESEARCH
TRENDS INSOCIAL MARKETING 5.
- Joanne Murray, Assistant Dean for Graduate Studies
- Annenberg School for Communication
- Joel Cloralt, E-Marketing Coordinator
- FIU College of Business Administration
- Valerie Salyer, Associate Director of Admissions
Our Panel 6. WHERE DO YOU START? 7. Information Super Overload
WHOA!!! 8. FINDYOUR AUDIENCE 9. 10. Online Presence Coming Soon
(Alumni Only) www.fiutwitter.com 11.
- In just two months, YouTube traffic is consistently increasing
showing positive comments regarding the various videos.
- Facebook fan pages and group pages are the most beneficial due
to the high volume of feedback from students. Fan pages allow for
the important messages to be conveyed without sending individual
private messages.
- Twitter shows a large following. Most followers are above the
incoming freshmen age, however Twitter shows a wonderful resource
for alumni.
Social Networking 12.
- Facebook Fan page for recruiting and general outreach.Too small
to have more than one.
- Videos linked on ASC web and Facebook
- LinkedIn Groups for both alumni populations
-
- Graduate: 194 members (20%)
-
- Undergraduate 504 members (21%)
- Just started this initiative, too early for results
Social Networking 13. CROSSING CHANNELS 14. Social Web
Recruitment Funnel 15.
- Graphic Links for all three sites are used within counselor
email signatures verifying that recipients are exposed to the
option of these outlets.
- Facebook is proving to be the most effective among the NEC
incoming students.
- This initiative is beginning to snowball throughout all three
outlets. Student feedback is the primary source of statistic
results.
Social Networking 16. WHAT ABOUT CONTENT? 17. Who owns what and
where? 18. SM Content flow Community (Students, Faculty, Staff,
Alumni) 19.
- Facebook Fan page 99% of content has been from the school, goal
is to have 20% content from fans by the end of the year
- Discussions/News/Jobs not being utilized just starting to post
in this venue no goals for member interaction
Content Generation 20. MOTIVATING AUDIENCES 21. 22. MESSAGE
CONTROL 23. 24. Dealing with comments 25. MEASURING SUCCESS 26.
What about?
27. Measuring Results 28.
- Majority of Tweets between 8am and 4pm Mon-Fri.
- 10% of total Tweets gets a reply.
- 8.57% of total Tweets are reTweeted.
Measuring Results 29. Measuring Results 30.
- Campaigns have varied from 17-28% view rates with 1-11% Click
Thur Rates
- Campaign had 44% view rate and 27% CTR
- New goal is engagement versus numbers of members
Measuring Results 31. Measuring Results 32. Measuring Results
33.
- Majority of Tweets between 8am and 4pm Mon-Fri.
- Followers grow by about 15 per week.
- Results have varied in the summer as opposed to the school
year.
Measuring Results