The Social Media RevolutionRevolution…
Is Your “Status” Updated?
Personify Education30 July 2010
Results at NAGAP 2010
FIU Business’ Social Media Strategy• Branding / Communications
– Engage constituents with stories, activities, news and g garticles that deliver brand attributes
• Customer Service– Monitor and respond to comments and issues
• Recruiting– Reach prospects where they spend time online
• Two‐way interaction
• Inquiry formsInquiry forms
• Ad placements
Branding – Uncommon Thinkers
• Campaign launched in Spring 2007
• Facebook Page• Facebook Page– Substituted uncommonthinkers.com in 2009
– Leverage Facebook’s platform & functionality– Leverage Facebook s platform & functionality
– 6,000+ fans
• Uncommon Thinkers Test ‐‐> Facebook AppUncommon Thinkers Test > Facebook App– Developed in‐house in two weeks
– Test takers on website (2 years): 3,000
– Test takers on Facebook (1 year): 39,000
Branding – Be the Boss Challengeg g
• Promotion for FIU’s MBA programs– Targeting young professionals, 25‐30 years old
• Events at 4 happy‐hour hotspots
• Participants were “the Boss”
• Videos uploaded to Facebook and YouTube
• The person with the most votes would winan Apple iPad
• 6 weeks (March April 2010)• 6 weeks (March – April 2010)• 50 contestants• 2,000+ votes on Facebook2,000 votes on Facebook• 1 winner of an iPad
Communications – BizNews.fiu.edu
• News portal developed on WordPress blogging l fplatform
• Consolidated all e‐newsletters
• Selectively Tweet posted articles
• RSS feeds are pulled into contextually relevant bwebpages
• In first year of BizNews, unique visits to news ti l i d 135%articles increased 135%
FIU Business Facebook Pageg
• Post articles from BizNews and other sources, ,stimulating interaction
• Inquiry forms integrated with Intelliworks for recruiting
• Great platform for customer service
• 5,800+ fans
• Cross‐promote with Uncommon Thinkers page
Recruiting – Facebook• Forms directly integrated with Intelliworks
Recruiting – Facebook• Text ads for Info Sessions, targeted geographically and demographicallyand demographically
• Generated 13% of all RSVPs in 2009• Generated 13% of all RSVPs in 2009
Customer Service – Facebook
• @FIUBusiness handle
• 1,000+ followers
• BizNews articles are selectively Tweeted
• Additional news, comments, events
• Monitor Twittersphere for keywords(MBA, FIU, Miami, Business, etc.)
• Nice platform for customer service and interacting with prospects
Customer Service – Twitter
• Alumni group created by Executive MBA alumnus d d i i d band now administered by FIU
• Great platform for professional networking
• Latest news is automatically pulled from BizNews.fiu.edu
b• 1,200+ members
• Primary source of up‐to‐date alumni information
Recruiting – LinkedIn• Text ads for Executive MBA Info Sessions, targeted geographically and demographicallygeographically and demographically
• Generated 10% of all RSVPs in 2009• Generated 10% of all RSVPs in 2009
Recruiting – LinkedIn• By far the most cost‐effective tool for RSVPs in 2009
Effectiveness of InvestmentEffectiveness of Investment(RSVPs / $Cost)
5 00
6.00
5 00
6.00
3.00
4.00
5.00
3.00
4.00
5.00
1.00
2.00
1.00
2.00
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LinkedIn Google Yahoo Facebook Radio Print‐
LinkedIn Google Yahoo Facebook Radio Print
How are other businesses using social media?
Small Business: Latin Burgerg
• Local Miami hamburger and taco truck
• Post updates of where they’re going to be everydayto be everyday– Twitter (1,800+ followers)
– Facebook (3 800+ fans)Facebook (3,800+ fans)
Latin Burger
Large Business: Mountain Dew
• July 2009
– They launched DEWmocracy to develop a new flavor y y pof Mountain Dew.
Large Business: Mountain Dew
• July 2009
– They launched DEWmocracy to develop a new flavor y y pof Mountain Dew.
• Fans across the U.S. picked flavors, colors, names, packaging designs and advertising for the top 3 flavorsdesigns and advertising for the top 3 flavors.
• Flavors available for a limited time so people could try them and choose their favorite one.
• On June 15, 2010, the winner was announced.
DEWmocracy – Picking the flavorsDEWmocracy Picking the flavors
• June and July 2009– Trucks drove across the U.S. with 7 new flavors reaching 200,000 people.
Samples were also given to 50 hardcore fans along– Samples were also given to 50 hardcore fans alongwith a free video camera.
• The top 3 flavors were selected and• The top 3 flavors were selected and3 “Flavor Nations” were formed.
DEWmocracy – Picking the colorsy g
• 3 colors for each flavor were presented forlpeople to vote.
• “Shoot your Shade”– Live event on Ustream.tv
– Every vote (Facebook app) was a paintball that pelted a Flavor Nation representative.
DEWmocracy – Picking the namesy g
• 3 Twitter handles were created for each flavor.
h d d d b h b f• The winners were decided by the number of followers in October 2009.
DEWmocracy – Picking the designs• Designers, art schools, artists and DEW fans were invited to submit label designs for each flavor.
• Top 10 designers won an Apple MacPro
• Top 3 additionally won $10,000 in prize money
DEWmocracy – The advertising• Ad agencies and fans were invited to submit12 second videos.
• Voting was done through 12seconds.tv and fans selected the 3 winners, who worked with DEW to
h f l dcreate the final ads.
DEWmocracy – The Campaign
• 2.9 million votesDEWmocracy com– DEWmocracy.com
– SMS text messagingSMS text messaging
– Toll‐free number
DEWmocracy – And the winner is…DEWmocracy And the winner is…
DEWmocracy – Seeing the results
• By state• By state
• By county
• By Facebook• By Facebook friends
Lessons Learned
• Social media requires a lot of work‐ Strategy (why, what, who, for whom, when, how much)
‐ Development (design, writing, coding)
‐ Content Management
‐ Integration (RSS feeds, Intelliworks, ERP/SIS)
‐ Measurement (tagging, report design, cross tabs)
‐ Analysis (so what, now what)
WebsiteDirect traffic
Applicant Data(Peoplesoft)
Direct traffic
Search engines
IntelliworksSearch engines
Referring sitesReferring sites
Facebook Page
Ad ServicesGoogle Analytics
Lessons Learned
• More than just another marketing tool
• New communication channel/medium
• Two‐way communication ==> conversation!
• Personal and purposeful
• Engage and empower consumers
• Speak with your brand’s “voice”
• Find the right mix of traditional vs. new media
• Need to revise structures and responsibilities
