Fording the Social Media Channel
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Fording the Social Media Channel #mcs6 #heweb12 Monday, October 8, 12
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Presented by Ma’ayan Plaut, Social Media Coordinator at Oberlin College, and Mallory Wood, Director of Marketing at mStoner, on Monday at 4:15 PM in the Marketing, Content, and Social Strategy Track at HighEdWeb 2012. Do you manage your institution’s social media presence? Ever wished you could clone yourself in order to get through your to-do list? Have you even considered stealing Hermione’s Time-Turner necklace? If so, this session is for you. Managing social media can be a very time consuming process if you don’t have the right strategies in place. For many marketers, admission counselors and alumni-relations officers, the management of department or institutional social media properties is an add-on to an already full plate. We’ll show you that you don’t have to add hours to your day to effectively manage your new social media responsibilities. Sharing case studies and best practices from the industry, this session will help you increase your day-to-day efficiency, develop a social media content strategy at your institution and determine which tools to focus on based on your goals and resources.
Transcript of Fording the Social Media Channel
Fording the Social Media Channel
#mcs6#heweb12
Monday, October 8, 12
@plautmaayan
Monday, October 8, 12
@MalloryWood
Monday, October 8, 12
• Gooooooooooooooal setting• Ford the river with your wagon party • Timing, it is everything... and nothing• Your content arsenal• In 60 minutes or less...• Networks and Networking• Bunnies
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Example
Goal: Use Facebook to impact recruitment.
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Example
Goal: Use Facebook to impact recruitment.
SMART Goal: Increase interactions on Facebook with Class of 2017 students by 15% before January 1, 2013.
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Examples of measurable objectives
• Increase followers by __%• Increase content sharing __%• Increase website traffic __%• Increase avg time on blog __%• Increase donations __%• Increase applications __%• Increase attendance at events by __%
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http://mstnr.me/CASESMA2012Monday, October 8, 12
ROI = (Gains - Costs) / Costs
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‣After 2 months you gained 500 new LIKES on FB.‣You spend 5 min a day posting, listening,
and managing your Page (that’s 310 minutes).‣You earn an annual salary of $45,000
(that’s equivalent to an hourly rate of $21.64 or 36 cents/minute)
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[500 - (310*$.36)] __________________________
(310*$.36)
Cost per Follower
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$3.48
Cost per Follower
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CASE STUDY
The Great Give - FSU
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“The best thing we could do was reach out to members where they were and how they were communicating,” - Daniel Krueger, Assistant Director of Annual Giving
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Admissions
Marketing and Communications
Students
Alumni
Work study and Interns
Alumni Relations
Res Life/Student Affairs
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OnlineApparent
Transparent
Accessible
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OnlineApparent
Transparent
Accessible
OfflineApparent
Transparent
Accessible
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Photo by Joseph CarrMonday, October 8, 12
UWRightNow.wisc.eduMonday, October 8, 12
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Results• 1,018 stories, photos, videos, tweets• Submissions from 50 states• Submissions from 66 countries• 14,000 unique visits to the site• Average time on page = 5 minutes• Mobile traffic = 20% of visitors • Site shared 8,000+ times on social networks
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image of clock?
Photo by Petar Milošević - CC BY-SA 3.0Monday, October 8, 12
http://mstnr.me/TimingStudy
Twitter‣ 1:00 - 3:00PM ET Mon. through Thurs.‣ Avoid posting after 8:00PM.‣ Avoid posting after 3:00PM on Fridays.‣ Peak traffic times are 9:00 AM - 3:00PM ET Mon.
through Thurs.
Facebook‣ 1:00 - 4:00PM ET = highest click throughs.‣ Peak traffic time is Wednesday at 3:00 PM.‣ Avoid posting after 8:00PM and before 8:00AM‣ Wait to post until after 11:00AM
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‣ Tweets during "busy hours" (8:00AM - 7:00PM) receive 30% higher engagement than Tweets published outside that time frame.‣ Tweets containing less than 100 characters receive
17% higher engagement than longer Tweets.‣ Tweets with one or two hashtags receive 21% higher
engagement than those with three or more hashtags.‣ Tweet no more than 4 times a day.‣ Include images and links for highest engagement.‣ Suggest tweeting on weekends.
http://mstnr.me/BuddyMediaDataMonday, October 8, 12
‣ Posts with 80 characters or less receive 23% higher interaction than longer posts.‣ Photo posts receive interaction rates 39% higher than
average. ‣ Do not post more than 7x a week.‣ When fans are asked to comment on a post, there is a
3.3x higher comment rate than when they are not asked to comment.‣ When fans are asked to share a post, the share rate is
7X higher than those posts not asking fans to share.
http://mstnr.me/BuddyMediaDataFBMonday, October 8, 12
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Photo by Jan Mehlich - CC BY-SA 3.0
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Photo by David Kelleher - CC BY-NC-ND 2.0Monday, October 8, 12
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ResultsTwitter: 822 mentions, 263 new followers, and 871 website clickthrus (a 204% increase from 2010).
FourSquare: 308 people viewed the various check-in specials and 213 people unlocked the specials.
YouTube: 1 video submission with 250 views.Monday, October 8, 12
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Social Media Calendar
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In 60 minutes
or less.
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Courtney MallamCoordinator, Print & New Media
Glendon Campus of York University
@CourtneyMallam Monday, October 8, 12
Megan BernierUniversity Writer
Saint Lawrence University
@msteverb Monday, October 8, 12
Donna TalaricoIntegrated Marketing Manager
Elizabethtown College
@donnatalarico Monday, October 8, 12
Ann WhiteFormer Web Communications Coordinator
Oklahoma Christian University
@annmwhite Monday, October 8, 12
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Photo by HighEdWeb - FlickrMonday, October 8, 12
Hashtags to Track
#edUi#psuweb#sunycuad
#casesmc#higheredlive#cmgrchat
CASE RegionalsAmerican Marketing Association
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Photo by HighEdWeb - FlickrMonday, October 8, 12
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Mallory WoodDirector of MarketingmStoner, [email protected]@mstoner.com
QUESTIONS?
Ma’ayan PlautSocial Media CoordinatorOberlin [email protected]@oberlin.edu
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