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Luis F. Casas, Director of Marketing and Recruiting, Florida International University School of Business FIU’s College of Business Administration recently won NAGAP’s (National Association of Graduate Admissions Professionals) 2010 Promotional Excellence Award for Best Use of Social Media. In this session, FIU will share its strategy and approach to social media through an interactive discussion of the advantages and challenges of these new communication tools.
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The Social Media RevolutionRevolution…
Is Your “Status” Updated?
Personify Education30 July 2010
Results at NAGAP 2010
FIU Business’ Social Media Strategy• Branding / Communications
– Engage constituents with stories, activities, news and g garticles that deliver brand attributes
• Customer Service– Monitor and respond to comments and issues
• Recruiting– Reach prospects where they spend time online
• Two‐way interaction
• Inquiry formsInquiry forms
• Ad placements
Branding – Uncommon Thinkers
• Campaign launched in Spring 2007
• Facebook Page• Facebook Page– Substituted uncommonthinkers.com in 2009
– Leverage Facebook’s platform & functionality– Leverage Facebook s platform & functionality
– 6,000+ fans
• Uncommon Thinkers Test ‐‐> Facebook AppUncommon Thinkers Test > Facebook App– Developed in‐house in two weeks
– Test takers on website (2 years): 3,000
– Test takers on Facebook (1 year): 39,000
Branding – Be the Boss Challengeg g
• Promotion for FIU’s MBA programs– Targeting young professionals, 25‐30 years old
• Events at 4 happy‐hour hotspots
• Participants were “the Boss”
• Videos uploaded to Facebook and YouTube
• The person with the most votes would winan Apple iPad
• 6 weeks (March April 2010)• 6 weeks (March – April 2010)• 50 contestants• 2,000+ votes on Facebook2,000 votes on Facebook• 1 winner of an iPad
Communications – BizNews.fiu.edu
• News portal developed on WordPress blogging l fplatform
• Consolidated all e‐newsletters
• Selectively Tweet posted articles
• RSS feeds are pulled into contextually relevant bwebpages
• In first year of BizNews, unique visits to news ti l i d 135%articles increased 135%
FIU Business Facebook Pageg
• Post articles from BizNews and other sources, ,stimulating interaction
• Inquiry forms integrated with Intelliworks for recruiting
• Great platform for customer service
• 5,800+ fans
• Cross‐promote with Uncommon Thinkers page
Recruiting – Facebook• Forms directly integrated with Intelliworks
Recruiting – Facebook• Text ads for Info Sessions, targeted geographically and demographicallyand demographically
• Generated 13% of all RSVPs in 2009• Generated 13% of all RSVPs in 2009
Customer Service – Facebook
• @FIUBusiness handle
• 1,000+ followers
• BizNews articles are selectively Tweeted
• Additional news, comments, events
• Monitor Twittersphere for keywords(MBA, FIU, Miami, Business, etc.)
• Nice platform for customer service and interacting with prospects
Customer Service – Twitter
• Alumni group created by Executive MBA alumnus d d i i d band now administered by FIU
• Great platform for professional networking
• Latest news is automatically pulled from BizNews.fiu.edu
b• 1,200+ members
• Primary source of up‐to‐date alumni information
Recruiting – LinkedIn• Text ads for Executive MBA Info Sessions, targeted geographically and demographicallygeographically and demographically
• Generated 10% of all RSVPs in 2009• Generated 10% of all RSVPs in 2009
Recruiting – LinkedIn• By far the most cost‐effective tool for RSVPs in 2009
Effectiveness of InvestmentEffectiveness of Investment(RSVPs / $Cost)
5 00
6.00
5 00
6.00
3.00
4.00
5.00
3.00
4.00
5.00
1.00
2.00
1.00
2.00
‐
LinkedIn Google Yahoo Facebook Radio Print‐
LinkedIn Google Yahoo Facebook Radio Print
How are other businesses using social media?
Small Business: Latin Burgerg
• Local Miami hamburger and taco truck
• Post updates of where they’re going to be everydayto be everyday– Twitter (1,800+ followers)
– Facebook (3 800+ fans)Facebook (3,800+ fans)
Latin Burger
Large Business: Mountain Dew
• July 2009
– They launched DEWmocracy to develop a new flavor y y pof Mountain Dew.
Large Business: Mountain Dew
• July 2009
– They launched DEWmocracy to develop a new flavor y y pof Mountain Dew.
• Fans across the U.S. picked flavors, colors, names, packaging designs and advertising for the top 3 flavorsdesigns and advertising for the top 3 flavors.
• Flavors available for a limited time so people could try them and choose their favorite one.
• On June 15, 2010, the winner was announced.
DEWmocracy – Picking the flavorsDEWmocracy Picking the flavors
• June and July 2009– Trucks drove across the U.S. with 7 new flavors reaching 200,000 people.
Samples were also given to 50 hardcore fans along– Samples were also given to 50 hardcore fans alongwith a free video camera.
• The top 3 flavors were selected and• The top 3 flavors were selected and3 “Flavor Nations” were formed.
DEWmocracy – Picking the colorsy g
• 3 colors for each flavor were presented forlpeople to vote.
• “Shoot your Shade”– Live event on Ustream.tv
– Every vote (Facebook app) was a paintball that pelted a Flavor Nation representative.
DEWmocracy – Picking the namesy g
• 3 Twitter handles were created for each flavor.
h d d d b h b f• The winners were decided by the number of followers in October 2009.
DEWmocracy – Picking the designs• Designers, art schools, artists and DEW fans were invited to submit label designs for each flavor.
• Top 10 designers won an Apple MacPro
• Top 3 additionally won $10,000 in prize money
DEWmocracy – The advertising• Ad agencies and fans were invited to submit12 second videos.
• Voting was done through 12seconds.tv and fans selected the 3 winners, who worked with DEW to
h f l dcreate the final ads.
DEWmocracy – The Campaign
• 2.9 million votesDEWmocracy com– DEWmocracy.com
– SMS text messagingSMS text messaging
– Toll‐free number
DEWmocracy – And the winner is…DEWmocracy And the winner is…
DEWmocracy – Seeing the results
• By state• By state
• By county
• By Facebook• By Facebook friends
Lessons Learned
• Social media requires a lot of work‐ Strategy (why, what, who, for whom, when, how much)
‐ Development (design, writing, coding)
‐ Content Management
‐ Integration (RSS feeds, Intelliworks, ERP/SIS)
‐ Measurement (tagging, report design, cross tabs)
‐ Analysis (so what, now what)
WebsiteDirect traffic
Applicant Data(Peoplesoft)
Direct traffic
Search engines
IntelliworksSearch engines
Referring sitesReferring sites
Facebook Page
Ad ServicesGoogle Analytics
Lessons Learned
• More than just another marketing tool
• New communication channel/medium
• Two‐way communication ==> conversation!
• Personal and purposeful
• Engage and empower consumers
• Speak with your brand’s “voice”
• Find the right mix of traditional vs. new media
• Need to revise structures and responsibilities
