Maryville University Social Media Plan Presented by Deb Shearer Andrea Miller Brad Inman Brian Hoffman

Maryville UniversitySocial Media Plan

Presented byDeb Shearer

Andrea Miller

Brad Inman

Brian Hoffman

Maryville UniversitySocial Media Plan

The Task: Provide recommendations to Maryville

University on the various channels of social media and social media campaigns that would be appropriate to help foster increased engagement with Maryville’s students, alumni, faculty, prospective students and the community.

Key Research Findings Prospective Students

9 of 10 college-bound students visit social networking sites 61% use the sites to communicate with classmates about

homework and other academic purposes 22% looked for college pages on social networking sites

18% used those sites to gather information or impressions about schools they are considering searched to see if they knew anyone at the school looked for comments about the schools looked for student groups and clubs looked at pictures of students looked for information on fan pages

Key Research Findings Prospective Students

SNS is not a primary method of effective marketing communications tool for prospective students.

Compared to other sources SNS has little impact on interest in colleges.

In-person campus visits and individual college web sites were equal in their influence on interest in colleges (88%)

Any use of SNS in enrollment marketing should focus on nuanced personal social connections, not pitches.

A Pew Internet study in 2006 found that teens ranked e-mail last in their choice of means to communicate daily with friends.

Key Research Findings Other Institutions on Facebook

Facebook Fans

Percentage of

enrollment

Maryville 724 24%

Webster University 232 4%

Fontbonne University 436 15%

Lindenwood University 1,436 15%

University of Missouri – St. Louis 423 3%

University of Missouri - Columbia 60,742 196%

Key Research FindingsStudy

Authors Lit er at ure Focu s St rat egy Res ul t s Th ings t o Tak e Aw ay

Art & Scien ce Group LLC

Market I nt elligenc e for S ocial Mark et ing use b y colleges an d un iv ers it ies for recruitm ent of incom ing fre shm en

Surve y o f senior regist ra nts for t he SAT – Sent to rand om samp le of 34 ,000 regist ra nt s vi a e-ma il. 9 60 responses

• SNS impac t on interes tin college s i s very lo w(1 9%)

• 64% said a frien dinvitatio n from a university woul d ma kethem loo k mor eclosely at th e school

• Colleg e websites ar esec ond only t o campu svisits i n influencin ginteres t i n colleges

• Colleg e websites ar esec ond only t o campu svisits i n influencin ginteres t i n colleg es61% use SNS t ocommunicate wit hclassmates fo rhomework a ndacademic purposes

• Direct Marketin gthroug h SNS may b ecounter productive

• Use o f SNS i n colle geenrollmen t shoul dfocu s on nuance dpersona l socia lconnections.

Hesel, Art & Scienc eGro up LLC

Differences betwee nColleg e user s andnon-users of SNS

Surve y of wired, 1 st ye ar student sat Universit y o fIl linois-Chicago

Pattern s of SNS us e(choice o f site, frequenc y

and intensit y of us ) estrongly bas ed o nethnicity a nddemographics.

Faceboo k fa r outpace sothe r social networki ngsites i n use an dacceptance

Carton, IDF ive

Social Media an dCollege Recruitment

Summary ofresearch on electroni c medi ausage by teen .s

• Teens are “multi-channel Sup erCommunicators”

• Amo ng teens E-mai l i srank ed last amo ngseve n communicatio ntools a s the preferr edchoice

E-mai l i s th e last cho icefo r communication amo ngteens. (Pew Researc h20 0 6)

Key Research Findings

Study Authors

Lit er at ure Focu s St rat egy Res ul t s Th ings t o Tak e Aw ay

Lavrusik, Columbi a Unive rsit y

Unive rsit y u se of Social Medi a for publ ic a ffa ir s

Ana ly sis o f un iv ers it ies an d coll eges an d t he va r ious w ays th ey are u sing social me dia f or pub li c aff ai rs

• Showcasin g Student & Faculty work • Faceboo k Office Hours • Customiz ed car eersocia l network s fo rstudents and alumn .i

Reuben, Rache l(20 0 8)

Th e Use of Socia lMedia i n Hig herEducation f orMarketing a ndCommunications

Surve y of 1 48 college an duniversit y staf fabout thei r socia lmed ia use

Primary concerns abo utsocial media use in hig hereducation: 1. Loss of control 2. Time commitment 3. Information overload

• “Best Practices” suggestion s for managin gprimary concerns • Focus o n socia l medi afo r curren t students an dalumni • Majority o f focus fo rprospectiv e studen tsshould b e strengthenin gth e experience o n t heofficial website.

Key Research FindingsMaryville Students

Maryville Students Age Demographics

Age FT PT Total<18 7 96 103

18-19 674 21 69520-21 622 30 65222-24 313 140 453 190325-29 89 247 33630-34 19 210 22935-39 18 161 17940-49 21 250 27150-64 6 108 114

65+ 1 1 2260


Maryville University Technology Survey 2008Respondents: 35% Undergraduate residents 38% Undergraduate commuters 18% Weekend and evening students 12% Graduate students 24% of respondents were Nursing Majors 22.4% of respondents indicated Other as major

50% of those were Physical Therapy Majors


Maryville University Technology Survey 2008 When looking at schools, did the website play a

role in your decision to attend Maryville? 74% no Comments overwhelmingly indicated that

prospective students had visited the site before making their decision

This is consistent with other research by Art & Science Group, LLC.


Maryville University Technology Survey 2008 How do your professors use technology as a

learning tool? Professors understand technology and it is fully

integrated into my class 34.4% Professors believe that technology can be a

useful tool and they encourage students to use it. 50.3%

Professors treat technology as optional for their classes 13.6%

Professors do not understand technology and do not use it 1.8%

Key Research FindingsMaryville StudentsMaryville University Technology Survey 2008

What is the biggest challenge to classroom technology? My professors don't know how to use it 25.8% My professors won't use it 11.4% Our classrooms are not outfitted with technology

14.8% Technology isn't useful to my

course of study 4.7% Technology is outdated 6.1% Technology is fully integrated into my curriculum -

there are no obstacles 37.2%


Please select the one technology tool that you DO NOT currently use or have at your disposal, that you most want and believe would be most useful in your studies Online chat with professor 45.7% Web conferencing 13.9% 11.7% indicated Other – comments generally

referred to improvements to or more utilization of D2L.


What new capabilities would you like to see in IT? Majority of responses referred to expanded use of

D2L and/or integration of D2L, E-mail and AccessMU.

List up to 3 technologies that are unavailable or underdeveloped D2L 32 Printing 20 Web Conferencing 11 SMARTBOARD 9


Maryville University Technology Survey 2008 If your institution could communicate in any form

which would you choose? E-mail 77.3% Text messaging 14.8% No preference 2.2% Paper mail 1.7% Instant messaging 1.5% Other (please specify) 1.5% Personally authenticated

web site (portal, e.g. Facebook) 0.9%

Key Research FindingsMaryville StudentsSocial Media Attitudes Survey - 2010

Respondents Survey sent via e-mail to approximately 3,500

students. 352 survey responses


Are you a full-time student (taking at least 12 credit hours) or a part-time student (taking less than 12 credit hours).

full-time student (taking atleast 12 credit hours)

part-time student (taking lessthan 12 credit hours)

What is your gender?

Male

Female

Age of Respondents

Mean 26

Median 22

Mode 21



Do you use social media as a means of getting any of the following? (Check all that apply)

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

informationabout eventsand activities

the latestnews

keep incontact with

friends

network withfellow

professionalsand co-workers

Other (pleasespecify)

What information would you like to receive from Maryville through social media? (NOT email) Please check all that apply

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

schoolclosing

sports arts &culture

studentsocial

activities

photos ofcampus

life

academicresources

Other(pleasespecify)


1 2 3 4 5Rating

AverageResponse

Count

57 37 97 75 40 3.01 306306answered question

Please rate how much you agree with the following statement: I would like Maryville University to communicate with me through social media. (non-email messages) 1=Strongly Disagree, 2=Slightly Disagree, 3=Neutral, 4=Slightly Agree 5=Strongly Agree

Answer Options

Rating Scale

Strongly Agree - Neutral 212

Strongly Disagree - Neutral 191

Tradition and TransformationMaryville’s Strategic Plan for 2014Adopted January 2008

Theme One: Define and Proclaim the Maryville University Story Goal One:

Develop the brand and communicate the Maryville promise.

Identify the promise of the University, illustrated through the stories of the institution and its people.

Strengthen our presence on the Internet as the primary tool for delivering the Maryville University story.

RecommendationsTheme One, Goal One

Identify the promise of the University, illustrated through the stories of the institution and its people. Enhance Maryville.edu to be more dynamic and engaging

Add Facebook, Twitter, Maryville Blog and Maryville Memoirs links on Maryville.edu Home Page

Add more photos Frequently change pictures of student/faculty interaction and

involvement Capitalize on current Blogs, Facebook and Maryville.edu

Make Maryville Blogs more accessible Highlight stories of students, faculty and alumni accomplishments

Maryville Memoirs Social Networking Site


Strengthen our presence on the Internet as the primary tool for delivering the Maryville University story. Expand use of Facebook

present weekly information about campus events and activities Increase fan base of current students on Facebook.

Post periodic offers of prizes and rewards to the first students to respond to a Facebook status update.

Create a Facebook application to help students, faculty and alumni with organization, productivity, money, communication and social life. 25 Facebook apps perfect for online education Campus Grotto - Best facebook apps for college


Strengthen our presence on the Internet as the primary tool for delivering the Maryville University story.

Add links on Maryville.edu’s home page Maryville Facebook Page Maryville Twitter Maryville Blogs Maryville Memoirs

Maryville Memoirs Social Networking Site for current students, alumni and faculty.


Theme One: Define and Proclaim the Maryville University Story Goal Two: Develop a culture of communication that

uses internal and external vehicles to inform, share stories and celebrate.

Strengthen relationships with alumni to help them become informed and engaged members of the University community.

RecommendationsTheme One, Goal Two

Strengthen relationships with alumni to help them become informed and engaged members of the University community. Notify alumni that they can follow Maryville on Facebook and

Twitter Use Linkedin, e-mail and postcards

Establish a separate Facebook page for Alumni Maryville Mentors Alumni who are willing to respond - via Facebook - to current

students about a profession or major Maryville Memoirs Social Networking Site for alumni, student and

faculty


Theme Two: Create an Engaging Campus Culture Goal Three:

Promote faculty development focused on new pedagogies, externally peer-reviewed scholarly activities, teaching excellence, the integration of liberal and professional learning and assessment strategies.

Develop and implement a plan that strengthens and promotes academic innovation.

RecommendationsTheme Two, Goal Three Develop and implement a plan that strengthens and promotes

academic innovation. Maryville uses Desire2Learn version 8.4.2 (D2L). An analysis of various

Learning Management Systems indicated that this product compares very favorably with similar products such as Blackboard.

Many functions that are available with the software are not currently being utilized at Maryville. Student created discussions Shared discussions across courses Shared student content Online journaling and notes Chat Whiteboard Calendar Bookmarks

RecommendationsTheme Two, Goal Three Develop and implement a plan that strengthens and promotes

academic innovation. Expand functionality of D2L

Mandate use of D2L by faculty. Provide instruction and education to faculty to encourage expanded use of

D2L. Require all grades throughout the semester to be posted on D2L, not just

the final course grade.

Encourage student use of D2L Allow student initiated discussion on D2L for collaboration. Improve integration between D2L and Maryville e-mail system.

The student/alumni mentoring Facebook page could also be used to promote and encourage professional development

Use Facebook for professor office hours

Evaluation Monitor Facebook fan count, comment volume/

responses to posts. Facebook Grader Monitor Maryville.edu traffic through host control panel.

Results can be published on Maryville.edu if desired. Monitor Maryville Memoirs for new memberships and

traffic. Repeat the Maryville Social Media and Technology Use

Trends Survey annually in the fall. Annual survey of students and faculty about Desire 2

Learn usage and satisfaction.

Schedule April 1 - Launch Maryville Social Media Plan

Improvements to Maryville.edu Selection of vendor or source for development Maryville

Memoirs May 1 - Launch new improved Maryville.edu August 1 - Launch Maryville Memoirs site August 15 - D2L functionality enhancements September 1 - Notice to Maryville Alumni about Facebook

and Maryville Memoirs site via alumni newsletter September 15 - begin refresher training for D2L for faculty

and staff October 1 - Technology and Social Media Use Survey February 1 - D2L survey

Budget Proposed improvements to Maryville.edu

Labor $340 - $400 Less if done under a work study program using Maryville

student labor.

Maryville Memoirs Development $6,250 - $9,860 Annual maintenance $4,500

Annual Domain Name and Hosting Fees: $100 Administration and updates $4,160

Labor hours to maintain Maryville Facebook page post updates and respond to comments 32 weeks 10 hours per week $3,200

Discussion

Documents

Maryville University Social Media Plan Presented by Deb Shearer Andrea Miller Brad Inman Brian Hoffman