mark a greenfield Join the Conversation Social Media in Higher Education

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Defining Social Media

Dialogue, not Monologue

Marketing 2.0

Million dollar TV ads are no longer the king influencer of purchase intent People referring products and services via social media tools are the new king

Traditional marketing is a red flag smart consumers can see from a mile away; an outdated idea lurching toward them with the same predictable exhortations and tired come-ons. They’ve had enough, and it’s time to change the dynamic.

Trust is in the Network According to Forrester Research (2007), when it comes to trust, consumer generated media consistently outranks professional sources.

“The arrival of the Net Generation means that many of marketing’s fundamental tenets must change”

United Breaks Guitars

don’t just work on your brand work on your reputation

Why Social Media Matters

why does a college have a web site?

Build and Sustain Relationships

Lifetime Value of a Customer Student

All material in this presentation, including text and images, is the property of Noel-Levitz, Inc. Permission is required to reproduce information. In your opinion, should colleges create a presence on social networks or communities to promote their programs? Yes70% No28% Don’t know 3% E-Expectations 2009 Survey

All material in this presentation, including text and images, is the property of Noel-Levitz, Inc. Permission is required to reproduce information. Should schools create their own private communities like these that are password protected and only for invited students? Yes75% No22% Don’t know 2% E-Expectations 2009 Survey

the most important value of social media is what happens because of it

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The Student Perspective

All websites and college brochures have those cheesy great pictures of students laughing, and the amazing pictures of the campus that always seem to flourish in perfect weather. How does the prospective college freshman distinguish which of these glossy college facades will point him/her to the perfect college fit or just to a well thought out story developed by slick college marketing/ PR teams? The Student Perspective on the need for authenticity

I trust these websites so much more than I trust the highly polished college websites. … college websites are important to gather basic facts about a college-the common data points, location, number of undergrads and grads, campus, majors, buildings, educational opportunities The Student Perspective on blogs and student review sites

Even though this means I am trusting a perfect stranger rather than an institution, the perspective of the students is something I hold in higher regard in making my college fit decision. The students reveal things about the colleges that the websites don't- which schools are social, which schools are different than how usual "official" websites portray them, more than just a "name". The Student Perspective on trust

will.edu web sites become irrelevant?

Finding the perfect fit for my college home is one of the most important decisions of my life, so utilizing as many aspects of social media networking to gather real information is critical. The Student Perspective on fit

Strategic Framework

1.Social Media Audit 2.Strategic Planning 3.Implementation 4.Evaluation

Step #1 - Social Media Audit Evaluation of all existing social media activities Evaluation of existing skill sets Current management structure

Step #2 - Strategic Planning Institutional Culture

There is an inverse relationship between control and trust David Weinberger

Step #2 - Strategic Planning Institutional Culture Goals and Objectives

know what problem you are trying to solve

focus on the relationships not the technology

People Objectives Strategy Technology P.O.S.T.

90:9:1 rule

Step #2 - Strategic Planning Institutional Culture Goals and Objectives Identify Metrics

Step #2 - Strategic Planning Institutional Culture Goals and Objectives Identify Metrics Risk Assessment and Mitigation

Response Time Expectations

Step #2 - Strategic Planning Institutional Culture Goals and Objectives Identify Metrics Risk Assessment and Mitigation Management and Governance

#hesmlaw

beware of the creepy treehouse

Management Models The Tire (distributed) The Tower (centralized) The Hub and Spoke (Cross Functional)

Participation Models We Have No Clue Shut it Down The Corporate Representative Common Employees Blessed for Social Everyone is Encouraged to be Involved

Step #2 - Strategic Planning Institutional Culture Goals and Objectives Identify Metrics Risk Assessment and Mitigation Management and Governance Staffing

CMO Community Management Officer Formally recognized in the job description Appropriate experience and skill set Reporting relationships Government and management structure

Step #3 - Implementation Select Social Media Channels

understand the rules of engagement

think and, not or

it’s not about your web site it’s about your web presence

Step #4 - Evaluation Based on predetermined metrics Perpetual change

Looking Forward

The Mobile Web

Mobil as the 7 th mass media channel is as different from the Internet as TV is from radio

Social Networking is a feature, not a destination -Chris Anderson

Concluding Thoughts

To be is to communicate - Mikhail Bakhtin

To be is to communicate - Mikhail Bakhtin

think contribute, not control

Thank You mark a greenfield markgr.com twitter.com/markgr delicious.com/markgr