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Social Media Revolution…
Is Your “Status”
Updated?
NAGAP Conference
April 23, 2010
Socialnomics
Social Media Sites
FIU Business’
Social Media Strategy•
Branding / Communications–
Engage constituents with stories, activities, news and
articles 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 forms
•
Ad placements
Branding –
Uncommon Thinkers
•
Campaign launched in Spring 2007
•
Page–
Substituted uncommonthinkers.com
in 2009
–
Leverage Facebook’s
platform & functionality
–
4,600+ fans
•
Uncommon 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
Communications –
BizNews.fiu.edu
•
News portal developed on WordPress
blogging platform
•
Consolidated all e‐newsletters
•
Automatically Tweets posted articles
•
RSS feeds are pulled into contextually relevant webpages
•
Unique visits to news articles have increased 135% since launch of BizNews
FIU Business Facebook
Page
•
Selectively post articles from BizNews
and other sources, stimulating interaction
•
Inquiry forms integrated with CRM system (Intelliworks) for recruiting
•
Great platform for customer service
•
3,500+ fans
•
Cross‐promote with Uncommon Thinkers page
Recruiting –
Facebook•
Forms directly integrated with CRM system (Intelliworks)
Recruiting –
Facebook•
Text ads for Info Sessions, targeted geographically
and demographically
•
Generated 13% of all RSVPs in 2009
Customer Service –
•
@FIUBusiness
account
•
BizNews
articles are automatically 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 –
•
Alumni group created by Executive MBA alumnus and now administered by FIU
•
Great platform for professional networking
•
RSS feed is automatically pulled from BizNews.fiu.edu
•
1,100+ members
•
Considering using LinkedIn as primary source of up‐to‐date alumni information
Recruiting – LinkedIn•
Text ads for Executive MBA Info Sessions, targeted
geographically and demographically
•
Generated 10% of all RSVPs in 2009
Recruiting – LinkedIn•
By far the most cost‐effective tool for RSVPs in 2009
Effectiveness of Investment(RSVPs / $Cost)
‐
1.00
2.00
3.00
4.00
5.00
6.00
LinkedIn Google Yahoo Facebook Radio Print
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, CRM, ERP/SIS)
•
Measurement (tagging, report design, cross tabs)
•
Analysis (so what, now
what)
WebsiteDirect traffic
Search engines
Referring sites
Applicant Data
(Peoplesoft)
CRM (Intelliworks)
Page
Ad Services
Google Analytics
Social media is more than just another marketing tool
•
New communication channel/medium
•
Everybody needs to communicate
•
Raises issues–
Who should be responsible for social media?
–
Where should it be functionally? Organizationally?
–
Centralized or decentralized?
Some final thoughts
•
New tools, new approaches, new jobs (hire a Millennial)
–
eMarketing
Managers
–
Community Managers, Communities
Manager
•
Need to find the right mix of traditional vs. new media
•
Conversation, dialogue, engagement…
listen!
•
Purposeful, personalized, authentic
•
Every tool is different
•
Challenge of staying up to date–
Newletters
(eMarketer)
–
Blogs (Mashable, TechCrunch)
–
Magazines (FastCompany, Wired)
•
Experiment ==> Learn ==> Adjust (start over)
•
Don’t be afraid to make mistakes!…
Some final thoughts
