mark a greenfield Join the Conversation Social Media in Higher Education

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United Breaks Guitars

Return on Ignoring

Defining Social Media

Dialogue, not Monologue

Content isn't king. If I sent you to a desert island and gave you the choice of taking your friends or your movies, you'd choose your friends -- if you chose the movies, we'd call you a sociopath. Conversation is king. Content is just something to talk about. - Cory Doctorow

Marketing 2.0

Markets are Conversations

Traditional marketing is a red flag smart consumers can see from a mile away; an outdated idea lurching toward them with the same predictable exhortations and tired come-ons.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.

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

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

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

The Ultimate Question How likely is it that you would recommend this company (college) to a friend or colleague?

Net Promoter Score (NPS) P – D = NPS

New Study Finds Correlation Between Social Media and Financial Success

The Student Perspective

“While adults were using the Internet to view web pages, youngsters were using the web to communicate with friends”

Web Services Mission Statement

Understand the Business Understand the User Understand the Medium

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

Implementing Social Media

understand the culture of your institution

know what problem you are trying to solve

focus on the relationships not the technology

A social trend in which people use technologies to get things they need from each other, rather than traditional institutions like organizations groundswell

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

listening talking energizing supporting embracing Objectives

understand the rules of engagement

90:9:1 rule

think and, not or

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

cede control

Fear and Loathing in Web 2.0

beware of the creepy treehouse

designate a CMO

prepare for failure

The Ten Tenets of Good Conversation 1.Good conversation is natural (not forced) 2.Good conversation is honest. 3.Good conversation is balanced. 4.Good conversation is open. 5.Good conversation is organic. 6.Good conversation is timeless. 7.Good conversation is valuable. 8.Good conversation is heated. 9.Good conversation is viral. 10.Good conversation is productive

“It is critical that the academic community as a whole embrace the potential of technologies and practices like those described in this report. Experimentation must be encouraged and supported by policy.” (emphasis mine)

Looking Forward

The Mobile Web

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

the real-time web

Over 50% of users expect a response in 24 hours 84% of SMS users expect a response in 5 minutes Source 160 Characters 2007 Response Time Expectations

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

Ning vs. Facebook Group Ning allows different identities depending on context Ning allows full control over look and feel Ning allows people full control of page design Ning allows integration with your external web site Ning allows you to choose the features to include Ning allows full access to member data Ning belongs to you

Concluding Thoughts

To be is to communicate - Mikhail Bakhtin

To be is to communicate - Mikhail Bakhtin

Approaches to Social Media 1.We Have No Clue

Approaches to Social Media 1.We Have No Clue 2.Shut it Down

Approaches to Social Media 1.We Have No Clue 2.Shut it Down 3.The Corporate Representative

Approaches to Social Media 1.We Have No Clue 2.Shut it Down 3.The Corporate Representative 4.Common Employees Blessed for Social

Approaches to Social Media 1.We Have No Clue 2.Shut it Down 3.The Corporate Representative 4.Common Employees Blessed for Social 5.Everyone is Encouraged to be Involved

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