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This 20-minute presentation was intended for alumni, parents, friends, and coaches for Babson's Coaching for Leadership and Teamwork Program and was designed to give a very high-level overview of social media, three specific platforms - Facebook, Twitter, LinkedIn - and how current undergraduate students are using these tools.
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Social Networks and the Student Connection
Gene Begin M’07 Vanessa Theoharis ‘10Marketing Director Marketing InternUndergraduate School Undergraduate SchoolBabson College Babson College
A shift in how people discover, read and share news, information and content (Wikipedia)
More time spent on Social Media than…
e-mail. *
And porn. **
* Mashable.com** TIME magazine
Social Media
Be A Consumer First
1.Learn - Learn your way around the space and discover how other users are utilizing the platform.
2.Interact - Now that you have a sense of the space, use it more frequently and understand its intricacies. Communicate and be a part of the conversation.
3.Engage - Now that you've built relationships and have become knowledgeable of the space, share content and conversation that will engage your new connections.
"social media allows you to understand your brand" - Tamsen McMahon, Sametz Blackstone Associates
3 Steps to Social Media Use
HALF A MILLION NEW USERS EVERY DAY!!!
August 26th, 2008: 100 million users January 7th, 2009: 150 million users April 8th, 2009: 200 million users July 15th, 2009: 250 million users September 15th, 2009: 300 million users November 6th, 2009: 325 million users
Today:400 million users
-- Ranks #1 for time spent and page views - Compete's "Top 10 Sites Ranked By: Total Time Spent"
-- 3rd largest country and only 6 years old
FacebookOrganizational Use
Fan pages, notes, events, groups, individual status updates
www.facebook.com/babsoncollege(5th most popular referrer to Babson UG
web site in 2009, 8th in 2008)
Groups and Fan Pages allow for communication without
being “friends”
Facebook Business Promotion Examples
Fan Page & Ads (Fixation Accessory Store Inc.) 85% of store visits mentioned the Facebook Ads. On average, people who come in are purchasing 2 pairs of shoes. Compared to commercial and radio marketing efforts, Facebook has been the most lucrative channel.
Fan Page & Ads (Wildchild Nation) The larger fan base enabled Wildchild to reach a bigger audience through their Page status updates; ultimately lead to more sales. With ads to their Facebook Page, their fan count more than doubled in less than a month. On average, each visit to their web site from Facebook drove 4x more revenue than a visit from their general site traffic.
Fan Page & Ads (Art Meets Commerce) Set up a code to track conversions from their efforts on Facebook. Investment = $4,414.40 Number of clicks = 5,717 Conversion of clicks to ticket holders = 30.2% Total revenue from social network code = $43,130 Return on investment = 877%
Facebook Student Communications
Students are compartmentalizing use of social media outlets Facebook: strictly used for social networking Used to maintain long distance relationships and past friendships√ Friend requests, wall posts, and messaging
Not used to network / find new contacts Other key features for on-campus use:√ Events Planning and Marketing√ Photo Sharing
(2.5 billion photos uploaded each month)√ Groups
(Example: Auction of the Week)
UG Staff Suggested Guidelines: Friend Requests with Students• Do not initiate the request due to power of authority• Feel free to respond based on personal comfort level
Micro-blogging information sharing network Twitter.com up 1105% from 6 million users to 73 million in one year 50 million tweets per day (600 tweets per second)
For Business Use Variety of strategies could be used – customer service, product and service promotion, brand monitoring, professional development, etc.
TwitterProfile Structure Samples *
Organizational
Spokesmodel
Personal & Organizational Mix
* Adapted from “Why & Why Nots of Social Media”, January 2010
Twitter Student Communications
Twitter: Mainly for personal connections Status updates Sharing of news and events
Students with public profiles more open to the platform as a connection tool Marketing students and courses more fully exploring the usage of twitter Organizations experimenting as a free marketing channel
CAB Babson Players A few FME Businesses
Objective is to link business professionals and businesses together
Individual profiles
Ability to message without sharing personal contact info
Groups are designed to “help you stay informed and keep in touch with people that share your interests.”
Groups serve as connections with those with common interests
Groups/business profiles are more for connection vs. promotion
Discussions, recommendations, sharing of content
LinkedIn Group Examples
Babson College Community My Groups
1. Learn 2. Interact 3. Engage
LinkedInStudent Communications
LinkedIn: Professional networking Students understanding the importance of collegiate networking
↓ Connecting with students NOW to leverage connections LATER Best way to professionally connect with students Students value the benefits of connecting to professionals Teach and encourage students!
Key Takeaways
Use LinkedIn to connect with students on a professional basis If Facebook, use public Babson forums to interact Nothing wrong with good ‘ol fashioned email; considered more formal
1. Learn 2. Interact 3. Engage
Social media is conversation Conversation = Promotion Know your audience Set clear objectives and measurable goals
Social Media as a Promotional Tool
Social Media as a Student Communication Tool
Questions
Don’t hesitate to contact us with any questions.
Gene Begin Vanessa [email protected] [email protected] Twitter:@gbegin Twitter:@vanessaTsmileshttp://www.linkedin.com/in/genebegin http://www.linkedin.com/in/vanessatheoharis
Coaching for Leadership & Teamwork Program
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