Digital Media … Impacts the College Ecosystem October Lynchburg College Board of Trustees Retreat ©2011 Dr. Ira Kaufman

Invite you to 45 min Conversation Opening the doorway PT 1 : Digital Revolution PT 2: Digital Mindset PT 3: Impact of Digital PT 4: Implement at Lynchburg College PT 5: Challenges for LC

The Revolution Defined

What are your impressions? + What did it make you feel? + Did you feel connected to it? + Did you feel comfortable with the technology and changes?

Statistics of the Revolution More uploads to YouTube in 60 days than all 3 major US networks created in 60 yrsYouTube 110 million tweets are sent per day on Twitter or 4+million per hour (Twitter)Twitter Facebook generates 770 Billion page views, 700+ Billion minutes, every monthFacebook StumbleUpon (43%) has overtaken Facebook (38%) as #1 source for US social media trafficStumbleUpon

Demographics for LC Markets 90+% Adult Internet Users have used social media Use social networking dailyUse social networking – Students 90+% – Parents yrs- 50%+ –Administration yr (32%)

Digital Basics People use technologies to get things from each other, rather from corporations Relationships are currency of exchange Transparency is expected Collaboration rules Sharing is influence Publish generates power Value differentiates Content is king

Rules are Changing It was It’s now BroadcastingConversing Pushing message to clientPulling client to the message One way message, controlledInteractive conversation, open dynamic Business generated contentUser generated content Interrupt client- direct immediate actionEngage, build sustainable relationship Attention economyAttraction economy Hard to measure resultsReal time metrics Coveting information- protective Sharing information – transparent Charging for entry – block entry Giving free ebooks, product Organized in silos – PR, advertising, DMIntegrate media seamless across silos Company promotes valuesPractice what you preach

Your Position…Digital WHO Digital Native –born digital, think social, –need to implement strategic Digital Immigrant –think strategic, –need to implement digital Digital Alien –think strategic, –need to experience digital value Digital Integrator –live digital, innovate strategic –need to integrate

Digital Targets Digital Natives Digital Immigrants Digital AliensDigital Integrators Demographic15-25 yrs30-60 yrs45-65 yrs yrs Company position Students, Junior staff Alumni, Staff, Administration Young Faculty, Parents, Community Administration Mature Faculty Alumni Consultants, Agencies, PR officer CharacteristicOpen, inventive SearchingResistantInnovative

11 Social Map

Social Tools YouTube – most popular tool in universities ( 92% success rate) Facebook- 99% of students have an account ; spend 100 minutes with 6 visits per day ( 95% success rate) Twitter- ~20% of all students; Black students (urban areas ~35%)

Paid, Owned Earned Media

Paid, Owned, Earned Media Paid: YouTube Lynchburg College Commercial viewsLynchburg College Commercial 2011 Owned: YouTube- What Makes Lynchburg College Great? 214 viewsWhat Makes Lynchburg College Great? Earned: YouTube - Lynchburg College President Struts His Stuff 4,072 viewsLynchburg College President Struts His Stuff Earned: NY Times Blog – Some Colleges that Change Lives 82 commentsSome Colleges that Change Lives Earned: YouTube - Lynchburg College First Semester 3,526 viewsLynchburg College First Semester

Social Media Live Update Clicking this link will show you how social media has been embraced. Notice the elapsed time.

How does Social Media Impact ? Businesses Non profits Political campaigns Higher educational institutions

Business Impact Build Brand Loyalty – 95% of consumers do not trust advertising 95% of consumers – 70% of Americans look at online reviews before making a purchase 70% of Americans Target Buying Behavior –79% of consumers use a smart­phone to help with shopping79% of consumers Integrate Marketing –83% of moms do online research after seeing TV ads for products that interest them83% of moms

Nonprofit Impact Resource, Fund Raising Increasing Audience Interaction Volunteer Recruitment Education MSUSuOWA4M&feature=related

Political Impact 2008 Presidential Campaign Obama has 380% more supporters than McCain Obama: 2,379,102 supporters McCain: 620,359 supporters Obama has 380% more supporters than McCain Obama: Friends: 833,161 McCain: Friends: 217,811 Obama has 403% more subscribers than McCain & 905% more Viewers than McCain “Race” Speech 3.8 MM YouTube 4 MM Cable-3 channels Obama has 240 times more followers than McCain has 112,474 followers 4,603 followers

Higher Education Impact " Unigo has 50 times the college content of any book or website that already exist s." "Millions of students have used Unigo to assist in their college search Unigo.com is the web's largest, 100% free resource for college information.

How does LC compare? Students’ reviews, ratings Elon University – 266 reviews, complete photos, videos Davidson College –1300 reviews, complete photos, videos Roanoke College –18 reviews, complete photos, videos Liberty University –6 reviews LC, Randolph, Hollins no entries

How can LC Implement Social Media? Goes beyond social media marketing Encompass the college ecosystem, all aspects of campus life Offers organizational positioning, leadership and survival in the next 5+ years It is not if, but when ?

Marketing/PR Impacts –User Brand (student) –Employer Brand (faculty, staff) –Online environments (website, blog, Facebook site) Results in –Company chatter (reviews, mentions) –Online traffic –Search engine position

Student Learning/ Engagement Campus Life Objectives-Social Media Marketing Course Instill digital mindset Translate “social” Facebook to strategic marketing Integrate marketing functions with social media Expand confidence and use of social media tools Understand and use evaluation metrics Expand concept of Return on Investment (ROI)

Preparing LC Students for the Digital World mbedded&v=LfjZnGJS4Qs

Student Engagement Student orientation- Texas A&M held a Foursquare scavenger hunt, giving students a sequence of clues for places on campus to check in. The reward? 30% discount at the bookstore. Foursquare Classroom- University research study proved that Twitter increases student engagement and course grades.Twitter increases

Finance/Legal Socially vocal students impacts decisions: "Funding should follow the decisions of students“ "As fees rise, students will demand more” “What am I getting for my money ?” Loyola University’s Association of Students for Sustainability- Loyola University’s Association of Students for Sustainability- a campus-wide sustainability competition- challenges campus decision making

Development University of Wisconsin-Madison raised $14,000+: $1.00 for each social media “like” contributed to scholarshipsUniversity of Wisconsin-Madison Hampshire College neared the end of its fiscal year in June 2010, announced via Facebook drive to raise $50,000 before July 1Hampshire College meet the goal 4% increase alumni donations number of donors increased University of Massachusetts success with integrationUniversity of Massachusetts –online gifts increased 38% combining social media with traditional efforts (phone, direct mail)

Recruitment Use- 33% students use social sites to search for colleges College decision making- Social sites important during “college decision making” International recruitment - Social media important part of mix for international recruitment

Faculty Search “Faculty search is changing, not by search committees, but by candidates use of social media. In this emerging culture, an attitude of hospitality and an awareness that the reputation of a school can be cultivated or ruined at any point along the search process. That is because while you are evaluating candidates, they are also evaluating you, your department and the university.” University of Virginia, Vice Provost

Administration – Are You Listening? Are You Listening? “A prevalent theme for 2011 is how higher education can capitalize on social media as a way to create relationships, student retention, and engagement” To communicate effectively with students, higher education professionals must: –embrace new technologies –grow social media presence –most importantly, develop a strategy that constantly re-evaluates trends and adapts to the changing needs of students. [social media can provide mid-course correctives] Journal of Technology in Student Affairs Summer 2011

Comparing Chatter Socialmention.com Lynchburg College Roanoke College

Challenges Higher education professionals’ concerns regarding embracing social media. Lack of Expertise Loss of Control Time Commitment Information Overload

Those that stand still will ultimately perish! James Parker, Former CEO, SW Airlines

What are your ideas for applying social LC?

About the Presenter Ira Kaufman, President, Ira combines 30 years of rich experiences with businesses and non-profits to guide them to leverage the power of social media for marketing, recruitment and organizational development. Ira collaborates with a team of experts to design interactive environments to by integrating traditional advertising, online marketing, public relations and social media. His strong values and sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive programs. Currently Visiting Professor, Lynchburg College School of Business and Economics. LinkedIn: Facebook: Twitter: