Education Seminar Ucat

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TexT dyejo To 50500

john [email protected] www.fluid-studio.net

twitter @dyejo

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ConTACT us

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There is no silver bulleT

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We All hAve A CirCle oF inFluenCe.people Are inFluenCed by Those They TrusT.

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Circle of Influence

Circle of Concern What youcare about.

What you cando something

about.

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* Enquiro: “Business to Business Survey 2007.”

people do noT WAnT To be sold To. They WAnT To inTerACT And be heArd.

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you CAnnoT ConTrol The ConversATion,buT you CAn pArTiCipATe in iT.

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4 p’s

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produCT4 p’s

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produCT, priCe4 p’s

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produCT, priCeplACe4 p’s

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produCT, priCeplACe, proMoTion4 p’s

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3 r’s

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relevAnT3 r’s

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relevAnT, reAl3 r’s

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relevAnT, reAlresponsive3 r’s

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relevAnT, reAlresponsive4 r’s

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relevAnT, reAlresponsive, relATionship4 r’s

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helping AluMni Find jobs: linkedin And TWiTTer

10 WAys universiTies Are engAging AluMni using soCiAl MediA (special thanks to Mashable)

1.

using social media means the process is often very hands-off for schools. in many cases uni-versities create the group and allow the net-working magic to take place, with alumni shar-ing job opportunities by posting information to the group and creating subgroups that are focused to specific career or regional alumni chapters.

August 11, 2009 byu Alumni Twitter followers: 1,655 linkedin members: 8,656 Facebook Fans: 3,497

http://mashable.com/2009/07/23/alumni-social-media/

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CollAborATion And ConneCTing WiTh sTudenTs And TWiTTer


2.

universities are using social media to smooth the transition from being a student to becoming an alumni by helping the two groups connect and collaborate with each other.

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FundrAising: FroM e-MAils To TWeeTs


3. instead of sending out generic mass e-mails, the challenge is moving to personal, one-to-one forms of communication to make it more effective.

emory u—The blue pig campaign

Colgate university (@colgatealumni) in new york integrated Facebook Connect

https://www.alumni.emory.edu/annualfund/piggybank.php?section=fund/bluepigsub=programs

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TrAining AluMni To use soCiAl MediA


4. Michigan state university said the alumni office has done over 25 presentations, engaging 25,000 people—usually piggybacking at events for alumni groups.

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MeeTing AluMni Where They’re AT


5. some universities are playing a balancing act between using mainstream social sites (Facebook, Twitter, linkedin, etc.) and building their own private networks.

should the resources be focused on creating a private social network for alumni or using big networks already available? And which is more effective?

The results are mixed, but it all depends on the goal at hand.

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providing Tools To spreAd inForMATion (WidgeT use) http://www.clearspring.com/widgets/49c013d526cf9aa0/49c3e0b356abf390


6.

how do universities share information with alumni and at the same time give themselves more visibility?

http://www.clearspring.com/widgets/49c013d526cf9aa0/49c3e0b356abf390

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AluMni-generATed ConTenT


7. oregon state university uses Flickr and encourages alumni to post photos of a cutout of benny, the school’s mascot, taken in various locales. Colgate university uploads photos to its Flickr account and lets people interact with them, including this set from an alumni reunion. Melichar from Colgate said the con-tent is what is important, not the container. “if we post our photos to Flickr, they have their own social life,” he said. “people can interact with them and one another.”

http://www.flickr.com/photos/colgateuniversity/sets/72157605389871108/

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proMoTing AluMni neTWorks


8. social networks are viral in nature and many universities do very little to promote their networks. some schools have multiple alumni groups on the same social site because in addition to officially sanctioned channels, there are others that were started by alumni themselves. so alumni associations try to promote their official network as the central hub for alumni to connect.

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Mobile reunions


9. As a way to save on printing costs and be environmentally friendly, princeton university built a mobile website for its alumni reunion in late May to supplement the printed program.

http://m.princeton.edu/reunions/#_home

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ConneCTing The doTs: google MAps


10.

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Class reunions are all about reconnecting to old classmates and the school. To achieve that goal, nazareth College created a website for its 2009 reunion that used some neat social media tools. The college sent “golden Flyer” mascots to alumni who were in the reunion class and encouraged them to forward the birds to other alumni attending the reunion. Alumni who received a flyer could check it in on a google map on the website. They could also take a photo of it and post it onto the google map and track which alumni had the bird and look at the locations of where it had traveled.

http://www.flightoftheflyers.com

ConneCTing The doTs: google MAps 10.

http://www.flightoftheflyers.com/menu

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oregon state university uses google Maps on its powered by orange site. The site includes a map at the center of the page and lets al-ums post their current location and career along with their graduation year and degree. The map already has a good number of orange dots on it.

http://poweredbyorange.com/

ConneCTing The doTs: google MAps 10.

http://www.flightoftheflyers.com/menu

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gAThering And shAring inForMATion

10 WAys universiTies shAre inForMATion using soCiAl MediA (special thanks to Mashable)

1. sharing information about ourselves or things that we find interesting is perhaps the most common way that most of us use social media. educational institutions use social media to highlight their experts and publicize news that has appeared in mainstream media sources.

What you are trying to do is educate and provide insight into what the institution is like.

http://mashable.com/2009/07/15/social-media-public-affairs/

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gAThering And shAring inForMATion


1. university of Minnesota

The university of Minnesota has a Twitting following of 2,900 and 1,700 youtube subscribers.

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shoWCAsing sTudenT And FACulTy Work


2. social media is often used in showcasing student and faculty work. This can be as simple as featuring photos taken by students on a Facebook page or uploading videos to your institutions youtube channel.

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providing A plATForM To broAdCAsT evenTs


3.

some educational institutions have employed social media to provide a better place for the community to engage and participate in the event as it’s happening.

live streaming video or common hashtag on Twitter

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providing A plATForM To broAdCAsT evenTs


3.

vanderbilt university (@vanderbiltu)

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eMergenCy noTiFiCATion


4. With the growing popularity of social media tools like Twitter, some schools are finding it easier and quicker to spread news during an emergency by complementing their e-mail and text alerts with a Tweet and a Facebook mes-sage or post.

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ConneCTing people


5. social media is not a misnomer: it is really quite social. A lot of connections happen online organically without the college having to do anything intentionally, except provide a place for the community to connect and gather.

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produCing, noT jusT proMoTing


6. Colleges and universities across the country are using social as a way to supplement raditional press releases and as a publish-ing tool to connect directly to their audiences through nontraditional media, such as blogs.

stephen orlando, director of print media at the university of Florida news bureau (@uFnow), said their press releases posted to the school’s Facebook page reach 21,000 people. “so we feel that even if the news media doesn’t pick up a news release, we still have a way to reach our audience,” orlando said.

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CreATing A diAlogue And CoMMuniCATing To sTudenTs


7. social media is all about having a conversation and is unique from other Web tools because it provides a two-way dialogue and allows for real discussion.

“longhorn Confidential” during the school year, the university of Texas hosted student blogs called “longhorn Confidential” in which two students from each grade level blogged about their experiences at school.

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FACebook oFFiCe hours


8. stanford university’s Facebook page

Facebook office hours are something of a four-part process. First, a Facebook note is posted promoting and describing the professor or faculty member hosting the “office hours.” Then a video is posted with the faculty member talking about their research or work. next, fans then have a chance to ask the hosting member questions via comments. Finally, the faculty member answers questions through a second video, often addressing those commenting by name.

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CoAChing For The spoTlighT


9. As colleges and universities often produce their own video and audio, Tv and radio pro-ducers get a chance to see what a researcher or expert sounds like on camera or in a sound bite. This can help get experts invited on a Television or radio show interview providing very valuable exposure for the institution.

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geTTing Wired viA Mobile


10. While some colleges and universities are still trying to get their campus wired with WiFi, stanford university has connected its students through a mobile application.

students can register for classes, look up campus maps, and be able to view the location of their friends on a map. For those without an iphone, the school also has a mobile web client. other universities have introduced similar applications (duke university, georgia Tech, u Cal at san diego, etc.)

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youTube Colleges ChAnnel

iTunes u

iTunes u, part of the iTunes store, is possibly the world’s greatest collection of free educational media available to students, teachers, and lifelong learners. With over 200,000 educational audio and video files available, iTunes u has quickly become the engine for the mobile learning movement. it puts the power of the iTunes store in the hands of qualifying universities so they can distribute their educational media to their students and the world.

http://itunes.stanford.edu/

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loCATion: piTTsburgh, pA

indusTry: higher eduCATion

nuMber oF eMployees: 4,000

CArnegie Mellon universiTy

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CArnegie Mellon CoMpleTed A Web 2.0-FoCused Web siTe redesign

goAl

The campaign’s goal was to increase the visibility of Carnegie Mellon online and increase brand awareness among students and alumni.

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TACTiCs

• securing 10,000 video views for each of the three main robou vids

• getting 500 subscribers to the school’s youTube channel within a year of the campaign’s launch

• garnering 1,000 Facebook fans (followers of the school on Facebook) within a year of the campaign’s launch

• engendering viral forwarding of the campaign’s videos and having them picked up by large blog sites

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TACTiCs

The university intended to highlight its professors, alumni, students, and curriculum by launching a series of online videos. it also hoped to connect on a deeper and viral level with its 70,000+ alumni to help build the university’s presence and outreach, offline and online.

“We recognized that we needed to engage with our intended audience on their terms,” said Marilyn Kail, assistant VP for marketing communications. “Prospective students are cynical about typical hard-sell marketing. They trust their peers. They appreciate entertainment. This is why social media marketing worked so well.”

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TACTiCs

The school created a youTube channel and a Facebook presence as well as released a series of videos on youTube, yahoo video, Aol video, and Carnegie Mellon’s site, among others.

Carnegie Mellon also released a series of lectures from professors as part of its youTube channel’s playlist.

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The resulTs

The Web 2.0 initiatives by CMu continue to increase awareness about the school and its offerings.

Within a year of launch, Carnegie Mellon’s initial goal of 500 youTube channel subscribers has been surpassed.

Carnegie Mellon students continue to “blog forward” the school’s online initiatives, and word of the videos has spread virally to more than 290 technology and news blogs, (including gizmodo, which averages 50 million+ page views a month).

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The resulTs

The initial goal for the three main robou vids was 10,000 youTube video views each. (youTube views are counted if a video is played in its entirety.) All three videos have surpassed that goal.

Carnegie Mellon also released a series of lectures from professors as part of its youTube channel’s playlist, titled “lectures.” one of those videos, “really Achieving your Childhood dreams” has had more than 2.2 million views on Carnegie’s youTube channel. The 1 hour, 16 minute lecture was given by dr. randy pausch. it was tagged and forward-ed as “The last lecture,” which shares the title of pausch’s book, released in April 2008.

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lessons leArned

• in social media, keep your initial goals modest, because there is no guarantee that an online video, for example, will go viral. That said, make sure you understand what social media measurement tools are available and apply them.

• enabling collaboration among your organization’s stakeholders can result in powerful outcomes. encourage communication and forwarding of content to extend the reach of your message.

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lessons leArned

• Messaging needs to be authentic and engaging; it cannot be ad- speak or otherwise be contrived.

• hope for the unexpected. There was no way to tell that dr. pausch’s video would become the viral success it became. if that does happen, take full advantage; for example, Carnegie Mellon sub-sequently adjusted its youTube channel homepage by placing the successful video front and center.

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e-MAil MArkeTing

• Although it has been around for some time, e-mail advertising is one of the most effective forms of direct electronic marketing.

• like most things that are web-based, analytics can be collected and analyzed to help you hone your messaging. used effectively, analytics will help you improve the open and click-through rates over time.

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e-MAil MArkeTing

• Attention: The first part of your write-up grabs the readers’ attention.

• information: The second part gives them information.

• desire: The third part makes them desire your product/service.

• Action: The fourth part spurs them to action (buy, click through to a website, etc.)

When MArkeTing using e-MAil, use The AidA sTrATegy.

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e-MAil MArkeTing

your e-mail provider should allow you to review the analytics from your campaign. see “hot spots,” trends, and patterns to help you improve future mailings.

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