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Trends in social media use and success in U.S. higher education. Presented Nov. 11, 2014, at Digital Campus event in Lausanne, Switzerland.
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Design Approaches U.S. Higher Education Trends in Social Media
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Design Approaches #HigherEdCH @patrickjpowers
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• Introductions
• Prospective Students
• Colleges and Universities
• Common Traits/Trends of Success
• Discussion
AGENDA
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Patrick Powers @patrickjpowers
• Personal
• Work Experience
•5 years journalist
•9 years in higher education
•Former director of digital marketing
and communications at Webster
University
• Speaking
•CASE Social Media and Community
•AMA Symposium on Higher
Education
•Adjunct Professor
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Exist | Organize | Strategize | Target | Evolve
STAGES OF MATURITY
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THE PROSPECTIVES (and their parents)
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YouTube
Snapchat
Google+
Vine
Tumblr
20% 40% 60% 80%
Which social media channels do they use?
15% 30% 45% 60%
ParentsSeniors
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51%OF U.S. HIGH SCHOOL SENIORS SAY
THEY HAVE VISITED A COLLEGE’S FACEBOOK PAGE
51%
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37%OF U.S. HIGH SCHOOL SENIORS SAY
THEY FOLLOW A COLLEGE OR UNIVERSITY ON TWITTER
37%
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THE INSTITUTIONS
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YouTube
Google+
Tumblr
Vine
25% 50% 75% 100%
What are the most commonly used tools in advancement?
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Is there a disconnect?Institutions HS Seniors Parents
Facebook 95% 75% (-20%) 55% (-40%)
Twitter 82% 39% (-43%) 15% (-67%)
LinkedIn 76% 5% (-71%) 7% (-69%)
YouTube 68% 73% (5%) 31% (-37%)
Instagram 42% 49% (7%) 12% (-30%)
Pinterest 26% 18% (-8%) 9% (-18%)
Google+ 26% 31% (5%) 19% (-7%)
Tumblr 9% 14% (5%) 3% (-6%)
Vine 9% 24% (5%) 4% (-5%)
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THE TOP 10 TRENDS & TRAITS
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Success in social media still begins with planning.
1
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Have an approved strategy
Have an approved, resourced roadmap
25% 50% 75% 100%
Best-in-class Average
Mature social media communities in the U.S. …
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You must define success if you are ever going to achieve it.
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Goal
Strategy
Measurable Objective
KPI
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Goal Increase alumni engagement.
Strategy Design visual content that encourages alumni to attend an on-campus lecture.
Measurable Objective
Get 50 people to open the link; 20 people to attend the lecture.
KPI Total reach; Click-throughs; Click-through conversion rate; RSVPs; Attendance count
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Goal Influence yield of admitted students
Strategy Leverage popular platforms to generate excitement about choosing Fordham
Measurable Objective
Reach 90 percent of admitted students; Prompt 100 pieces of content; Attract 150
new followers
KPI Total reach; Content count; Follower count
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58%OF ADMITTED STUDENTS OPENED THE EMAIL INVITATION; 3 PERCENT
CLICKED THROUGH TO THE SITE
58%
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282ADMITTED STUDENTS POSTED
PHOTOS AS PART OF THE CAMPAIGN
282
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200+NEW FOLLOWERS ON TUMBLR AND
INSTAGRAM ACCOUNTS
200+
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Recognize the need for balance in how you communicate.
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20%
40%
60%
80%
College Website Email from College College Planning Site Facebook Post from College Tweets from College
Seniors 2013 Seniors Parents
What college search resources do they find most influential?
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Seniors
2013 Seniors
Parents
25% 50% 75% 100%
I'll opt for Facebook I'll opt for the Website
If I have to choose between looking at the website or Facebook page …
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Email is still not dead.
3a
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More successful than some social media
More successful than all social media
Less successful than social media
Other
13% 25% 38% 50%
10%
13%
31%
46%
Compared to social media, how successful is email in meeting your advancement goals?
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Give them a reason to like you and stay out of the way.
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18%
35%
53%
70%
Clicked "Like" Asked to Join a Group Both Neither of These Options
Seniors 2013 Seniors Parents
What have they done on a college Facebook page?
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53%OF U.S. HIGH SCHOOL SENIORS SAY THEY WERE
CONCERNED ABOUT PRIVACY ISSUES WHEN LIKING OR ASKING TO JOIN A GROUP ON A
SOCIAL MEDIA CHANNEL.
53%
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Students will always be better at content.
5
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106 Likes, 6 comments 57 Likes, 5 comments
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Tell me and I forget. Show me and I remember.
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“The human brain can process entire images that the eye sees for as little as
13 milliseconds”
-MIT Neuroscientists
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Photo
Link
Album
Video
Status
23% 45% 68% 90%
0.02
3%
4%
4%
87%
Most shared posts from Facebook pages worldwide, March 2014
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13%
25%
38%
50%
Instagram Twitter Facebook
23%27%
30%
23%26%
23%
33%30%
17%
42%
27%
12%
Fall 2012 Spring 2013 Fall 2013 Spring 2014
U.S. Teens “Most Important” Social Network
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13
25
38
50
2012 2013 2014 2015 2016
4.13.4
2.6
1.8
1.2
6.15.8
5.3
4.9
3.8
9.08.2
7.05.5
3.6
12.010.8
10.09.0
6.2 12.211.510.49.48.46.15.34.63.62.3
12-17 18-24 25-34 35-44 45-54 55-64
U.S. Instagram Users, by Age, 2012-2016 (millions)
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More and more people are going mobile.
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“As social audiences access more and more social content through
mobile devices, consumption habits trend toward succinct content with
strong imagery and design.”
-Ogilvy blog
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71%OF U.S. HIGH SCHOOL SENIORS SAY THEY HAVE LOOKED AT A COLLEGE
WEBSITE ON A MOBILE DEVICE.
71%
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15%
30%
45%
60%
Nearly all the time If no access to a desktop Rarely
Seniors 2013 Seniors Parents
How often do they use mobile devices for web browsing?
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In order to foster experimentation and creativity, get comfortable.
8
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YouTube
Google+
25% 50% 75% 100%
Most successful All others
Which type of social media do you use?
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Success in social media often starts at the top.
9
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CMO
CIO
CEO
15% 30% 45% 60%
Best-in-class Average
Executive-level engagement in best-in-class communities
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No
Yes, on Twitter
Yes, on Facebook
Yes, on a blog
Yes, on LinkedIn
Yes, on another channel
15% 30% 45% 60%
Does the leader of your institution use social media?
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Measurement is the best way to demonstrate a positive ROI.
10
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“I was tweeting with an alumnus before I was going to a trip to California, and I didn’t know that [he was] a senior manager at NASA Ames Research Laboratory, and he invited me to tour [it]. And when I went there, I met the director of NASA Ames, and that resulted in the University of Cincinnati becoming a Space Act Agreement University, which opens the resources and facilities and funding from NASA up to our faculty and students. So that started because of a Twitter interaction.”
Social Media Report: OverviewJune 1, 2013 - May 31, 2014
Build Brand Awareness
Posts Subscribers Reach Impressions
246 21,667 ! 70% 179,963 702,687
Increase Audience Engagement
Engagements Engagements per Post Engagements per Subscriber
1,656 6.73 0.08
Drive Traffic to Enrollment
Referrals Inquiries Undergraduate Applications Graduate Applications
6,057 " 41% 17 5 ! 100% 9 ! 100%
Total number of referrals to the Webster website from social media.
Requests for information, RSVPs and applications from social media referrals.
Number of undergraduate applications coming from social media referrals.
Webster's social channels grew 70 percent over the past year with little sign of slowing down. Facebook continues to dominate the social media scence when it comes to building awareness. It possesses the largest network of Webster subscribers (9,534) with Twitter coming in second (6,865).
Total number of unique users reached across all social media platforms.
Facebook rules when it comes to audience engagement, netting nearly 32 engagements per post. The next highest platform was YouTube where each video posted averaged just over 5 engagements per post. Facebook accounted for 92 percent of Webster's total social engagements.
The most social traffic to the Webster website came from Facebook (90 percent), so it is no surprise that Facebook also leads when it comes to inquriies and applications. There was a significant decrease in the year-over-year referrals, most likely due to changes in Facebook that keep users logged in.
Number of graduate applications coming from social media referrals.
Total number of Facebook posts, tweets, pins and videos uploaded by Webster.
Total number of Facebook fans, Twitter followers, YouTube subscribers, etc.
Total number of unique users reached across all social media platforms.
Total number of likes, comments and shares across all social media channels.
Average number of engagements — likes, comments, shares — per post.
% of subscribers who have engaged with Webster-generated content.
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Thank you.
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Questions?
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