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College Occupational Programs Marketing,
Advertising, Interacting, &
Engaging through Social Media
Clark R. Harris
Mott Community College
Clark R. Harris
Mott Community College
Disclaimer I have been involved in the use of
technology for some time. I created my first organizational Web
site in 1995. I have used Facebook, LinkedIn, blogs,
Twitter, Flickr, YouTube, etc. and have created organizational accounts in Facebook & Twitter.
I also teach the EDCI750 Emerging Technologies course at K-State, as part of the “Educational Computing, Design & Online Learning Program.”
I have been a user of social media and read a lot about the area of social media, but virtually none of this information is original. Some may not be cited on the slides, but much of it is from the references cited, and probably more.
What is Social Media?…interactions
among people in which they create, share, and exchange information and ideas in virtual communities and networks.
Ahlqvist, T. Back, A., Halonen, M. & Heinonen, S. (2008)
What is Social Media?
"a group of Internet-based applications that build on the ideological and technological foundations of web 2.0, and that allow the creation and exchange of user-generated content.
Kaplan A.M., & Haenlein M., (2010)
Who is using Social Media in the promotion of…
Your school?
Occupational programs?
Events, projects, etc.?
What applications are Social Media?
What applications?
Blogs
Flicker
Google+
Youtube
Etc.
Facebook – examples:
Mott CC Page https://www.facebook.com/MottCommunityCollege
Technology Division https://www.facebook.com/MCCTechnology
Electronics Program https://www.facebook.com/MottELEC Video
Gateway CC https://www.facebook.com/Go2GCC/
Mid Michigan CC https://www.facebook.com/midmich/
Grand Rapids CC https://www.facebook.com/grandrapidscc Video
Lansing CC https://www.facebook.com/LansingCommCollege1 Video, Youtube Channel
Macomb CC https://www.facebook.com/MacombCC/ Marketing pieces
Youtube – examples:
Jackson CC Virtual Tour http://www.youtube.com/watch?v=LjuESTL_T8I ***
Kirtland CC http://www.youtube.com/user/KirtlandCC Virtual Tour http://www.youtube.com/watch?v=8VtlOx_POPU
Macomb CC Student Testimony http://www.youtube.com/watch?v=CBq3Cb7hEHc
Monroe CC http://www.youtube.com/user/MonroeCCC
Mott CC MAET http://www.youtube.com/user/maetatmott
Twitter – examples:
Kellogg CC https://twitter.com/Kellogg_CC
North Central CC https://twitter.com/NorthCentralMC
Oakland CC https://twitter.com/OCCollege
Flickr – examples:
Lansing CC http://www.flickr.com/photos/48770385@N08/
Mott CC (not official) http://www.flickr.com/photos/clarkharris/sets/72157625248106023/
Wayne County CC (not official) http://www.flickr.com/photos/dharder9475/sets/72157625802233731/with/5396415189/
Pinterest – examples:
Kellogg CC http://pinterest.com/kelloggcc/
Macomb CC http://pinterest.com/macombcc/
North Central Michigan CC http://pinterest.com/northcentralmc/
Blogs – examples:
Kirtland CC http://blogs.kirtland.edu/
Using IconsExample:
North Central
Michigan College
http://www.ncmich.edu/FacebookFlickrPinterestTwitter
Who can we use Social Media?
To engage …Current StudentsFuture StudentsPast StudentsCommunity MembersFaculty & StaffBusiness & IndustryDonors
Almost 96% of people surveyed say they use Facebook(Bank of America…, 2011)
How can we use Social Media?
Some Research
Do prospective college students use Social Media?
Two-thirds of the class of 2012 used social media to research colleges and universities
Facebook stands head and shoulders above the pack for admissions research (57 percent)
38 percent … SM influential in their decision
Poisso (May 7, 2013)
Social Media & Advancement: Results 2013
The Council for Advancement and Support of Education (CASE) is a professional association serving educational institutions and the advancement professionals who work on their behalf in alumni relations, communications, development, marketing, and allied areas.
Huron Education
mStoner is a marketing communications agency that works with education institutions on strategy and development of websites, social media, brand, and print.
Social Media & Advancement: Results 2013 (Cont.)
Fourth annual survey
Method: survey mailed to 18,144 CASE members; tweeted by Michael Stoner and other mStoner team members
1,080 response (a 6% response rate)
…most CASE members are fundraisers, institutional communicators (PR, media relations, marketing, publications, and periodicals), and alumni relations professionals, that is the focus here (the views of enrollment and admissions professionals are underrepresented).
Social Media & Advancement: Results 2013 (Cont.)
Top goals: engage alumni strengthen brand image
Most commonly used channels: Facebook TwitterLinkedInYouTube
Social Media & Advancement: Results 2013 (Cont.)
Management diversity: social media is centralized at some institutions & highly dispersed at others. This diversity of management shows no sign of diminishing.
Most (83%) departments handle their own social media activities, usually with input from others.
Comms/PR depts. most likely responsible for creating, monitoring compliance with, & enforcing, institutional SM policies (73%).
Social Media & Advancement: Results 2013 (Cont.)
What’s new in 2013
SM is increasingly woven into campaigns…
The majority of respondents say their institution uses SM for fundraising & development…
Facebook predominates.
We use SM more commonly to connect with current students & their parentsprospective students & their parents faculty & staff.
Any concerns about Social Media in the Community College?
Loss of control of your brand
Unexpected information
Inappropriate photos or text
Can we control it?
Should we control it?
Random Points to Consider:
Use Photos-Facebook is the largest photo sharing site
Five Tips for Marketing to College Students
1. Consider mobile marketing
2. Get to the point, fast
3. Don’t try to be cool if you’re not
4. Get your product right before bragging about it
5. Win over mom and dad
Williams, G. (September 24, 2010)
4 steps to create a great Facebook page for your school
1. Content
2. Identity
3. Networking
4. Promotion & Engagement
Romeri, M. (May 3, 2012)
To maximize all Facebook has to offer and create a worthwhile campaign
Content
Engagement
Connections & sharing
Craig, K. (2011)
Seems like just the beginning of the conversation on Social Media
References:
Ahlqvist, T. Back, A., Halonen, M. & Heinonen, S. (2008). Social Media Roadmaps: Exploring the futures triggered by social media
Career Track – Facebook marketing workshop workbook
Craig, K. (2011). Facebook and college students: Is marketing effective,
Gardner, L. (April 19, 2013). Social-media use grows at colleges, despite little dedicated staff, http://chronicle.com/blogs/bottomline/social-media-use-grows-at-colleges-despite-little-dedicated-staff/
Gillin, P. (2009). Secrets of social media marketing: How to use online conversations and customer communities to turbo-charge your business. Quill Driver Books.
Glen, 10 ways to create more engaging Facebook page, http://www.toprankblog.com/2010/05/10-ways-engaging-facebook-page/
References:
Kaplan A.M., & Haenlein M., (2010). Users of the world, unite! The challenges and opportunities of social media, Business Horizons, Vol. 53, Issue 1
Poisso (May 7, 2013). Academia and Facebook are finally getting along, and applicants are taking notice, http://www.digitaltrends.com/social-media/college-grads/
Qualman, E. (2013). Socialnomics: How social media transforms the way we live and do business, Wiley
Romeri, M. (May 3, 2012). The innovative marketer’s blog: Four steps to fresh Facebook marketing for schools and colleges, http://www.imrcorp.com/innovative-marketing-blog/bid/55829/Four-Steps-to-Fresh-Facebook-Marketing-for-Schools-and-Colleges
Smith, J. (2007). The Facebook marketing bible: 24 ways to market your brand, company, product, or service inside Facebook, http://www.insidefacebook.com/facebook-marketing-bible/
References:
Social Media & Advancement: Results 2013, http://www.case.org/Documents/AboutCASE/Newsroom/CASE-Huron-mStoner-SM2013-CASESMC%280%29.pdf
Top 100 social media colleges, http://www.studentadvisor.com/top-100-social-media-colleges-page3
Weber, L. (2007). Marketing to the social web: How digital customer communities build your business, Wiley.
Wikipedia/social media, http://en.wikipedia.org/wiki/Social_media
Williams, G. (September 24, 2010). Five tips for marketing to college students. http://www.entrepreneur.com/article/217344
Contact Information
Clark R. Harris, Ph.D.Dean of TechnologyMott Community College1401 East Court StreetFlint, MI [email protected]
Find the Technology Division:On Facebook - http://www.facebook.com/MCCTechnology
On the Web - http://www.technology.mcc.edu
