Social Media Revolution 2011 by Erik Qualman
96% academic institutions use
75% use Twitter
66% use LinkedIn or YouTube
40% have blogs, use Flickr or offer their
own social community
Survey sponsored by the Council for Advancement and Support of Education (CASE) on your institution’s social media usage
“Social media puts the “public” into PR and the “market” into marketing.”Chris Brogan, President, New Marketing Labs
Top overall goals for academic institutions
84% want to engage alumni, 75% want to strengthen brand image, Want to engage prospective & admitted students (68% & 63%), 61% want to increase awareness
• Just one tool
• Engage target publics
• Integrated strategies
• Increase web presence
What types of social media exist?
Types of Social Media
Social Media Directory
Medaille College - Facebook
Tweet Tweet.
Tweet Tweet.
@unmarketing: Never tweet anything you don’t want to see on a billboard with your name, face and logo on it.
Tweet Tweet.
Tweet Tweet.
Social Networking – GPS Style• Location based mobile social networks that allow
users to “check-in”• Merchants and brands can offer “specials” & users
post “tips” and photos
• Quick response codes – aka QRcodes, are read by smartphones
• Text, URL, phone number, etc
Scan it
How to use social media?
How to use social media?
Listen
Plan
Participate
Evaluate
Step 1: Listen
• People are talking – are you listening? • Immerse yourself in the conversation• Analyze the publics• Review what people are saying
Monitoring
• Free Sites– Google Alerts– Google Analytics– Social Mention– Sprinklr
• Paid Sites– Radian6– Meltwater– PR Newswire
Twilert
Step 2: Plan• Establish target audience• Set measurable goals and objectives• Figure out where audience spends time online • Select appropriate platforms • Develop a strategy and timeline
Step 3: Participate
• Engage• Empower brand ambassadors• Be transparent • Provide content • Be creative• Respond
Step 4: Evaluate
• Review analytics• Prioritize feedback• Re-evaluate your strategy • Quality not quantity
Social Media Snapshots
Sports Case Study
Sports Case Study
Sports Case Study
Sports Case Study
Red Cross – Social Campaign & Crisis
Red Cross – Social Campaign & Crisis
Red Cross – Social Campaign & Crisis
Tips• Have an editorial calendar to fall back on since it will
make management seem more….manageable• Measure results• Keep marketing messages to a minimum• Always play on the offense• It is more than just a marketing team effort
Questions?
Recommended
