Surviving in a New World: Social Media and Web Communications

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Impact of new technology on higher education marketing communications. E-readers, YouTube as a search tool. College and university examples integrating social media into regular websites for student recruitment and alumni communications.


<ul><li> 1. Surviving in a New World:Social Media and Web Communications 2008 Robert E. Johnson, Ph.D. ACT State Organization, Ohio 2009 Annual Conference January 27-28, 2009 Columbus, Ohio</li></ul> <p> 2. Theres a revolution underway. In the way we connect, get information, and entertain ourselves 3. Why is this man smiling? 4. How will newspapers survive? 5. Is the Kindle the future of reading? 6. Why did Wikipedia trump Britannica? Traffic rank of 8 Traffic rank of 2,593 7. Starting in 2008 8. Will YouTube replace Google for search? 9. Where are people going today for information and personal connections? Online Especially people under 50 years 10. Popular social networks </p> <ul><li>In November 2008 </li></ul> <ul><li><ul><li>Facebook 14 million+ </li></ul></li></ul> <ul><li><ul><li>MySpace 14 million+ </li></ul></li></ul> <ul><li><ul><li>LinkedIn 4 million+ </li></ul></li></ul> <ul><li><ul><li>Twitter 2 million+ </li></ul></li></ul> <ul><li>Two trends </li></ul> <ul><li><ul><li>Facebook passed MySpace for the first time </li></ul></li></ul> <ul><li><ul><li>Twitter is fastest growing </li></ul></li></ul> <p> 11. Best place for demographic data Pew Internet &amp; American Life Project Adults &amp; Social Network Websites January 14, 2009 12. Relevant data from 2008 Internet users </p> <ul><li>Social network profiles by age </li></ul> <ul><li><ul><li>75% of people age 18-24 </li></ul></li></ul> <ul><li><ul><li>57% of people age 25-34 </li></ul></li></ul> <ul><li><ul><li>30% of people age 35-44 </li></ul></li></ul> <ul><li><ul><li>19% of people age 45-54 </li></ul></li></ul> <ul><li><ul><li>10% of people age 55-64 </li></ul></li></ul> <ul><li><ul><li>9% of people over age 65 </li></ul></li></ul> <ul><li>Expect participation to continue to grow </li></ul> <p> 13. Relevant data from 2008 ethnicity </p> <ul><li>Social network profiles by ethnicity </li></ul> <ul><li><ul><li>Hispanic 48% </li></ul></li></ul> <ul><li><ul><li>African-American 43% </li></ul></li></ul> <ul><li><ul><li>White 31% </li></ul></li></ul> <p> 14. Relevant data from 2008 education </p> <ul><li>Social network profiles by education </li></ul> <ul><li><ul><li>Less than high school... 43% </li></ul></li></ul> <ul><li><ul><li>High school graduate 31% </li></ul></li></ul> <ul><li><ul><li>Some college 41% </li></ul></li></ul> <ul><li><ul><li>College graduate... 33% </li></ul></li></ul> <p> 15. Why are people on social networks? </p> <ul><li>For most, to maintain connections with people they already know </li></ul> <ul><li>For most, contact for personal reasons </li></ul> <ul><li>For professional use, people will maintain more than one profile </li></ul> <ul><li><ul><li>51% of social network users have more than one profile </li></ul></li></ul> <ul><li><ul><li>83% of these have profiles on more than one site </li></ul></li></ul> <p> 16. For marketers, can we advertise? </p> <ul><li>With caution, likely yes </li></ul> <ul><li><ul><li>Many people dont want any advertising </li></ul></li></ul> <ul><li><ul><li><ul><li>Some Facebook efforts have failed because of privacy concerns </li></ul></li></ul></li></ul> <ul><li><ul><li>Successful advertising will be real and will focus on selected segments </li></ul></li></ul> <ul><li><ul><li><ul><li>A new form of direct marketing? </li></ul></li></ul></li></ul> <ul><li><ul><li>But organizations can use social net works to connect with people who identify with them</li></ul></li></ul> <ul><li><ul><li><ul><li>Brand awareness </li></ul></li></ul></li></ul> <p> 17. Social networking examples 18. WPI for new admits 19. OSU for alumni 20. Create your own site with ning 21. Tell everyone youre doing it! 22. If you create social networking sites Dont disable anything that lets people who use the site add content to it Dont preach have a conversation 23. In the future Follow the revolution Or lead it yourself 24. 25. 26. 27. Shameless self-promotion 28. Thank You! Bob Johnson, Ph.D. President and Senior Consultant Bob Johnson Consulting, LLC 226 Chauncey Court Marshall, MI 49068248.766.6425[email_address] Customer Carewords Research for Online Marketing Success: </p>


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