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Slides for presentation I did on 6 April at Congreso CASE Latinoamérica 2011. Explores six significant themes that marketers, social media people, and other leaders in higher education need to focus on this year. I discuss how all communications & marketing channels are connected, how everyone needs to
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#SOCIALMEDIA:What Lies Ahead
Congreso CASE Latinoamérica 2011
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soc media white paper
bit.ly/eqlTsV
soc media topline data
bit.ly/c1CQvC3
social media 2011:
6 themes
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1.Everything
is connectedto everything
else.bit.ly/9uemQS
6
campaigns
a focused effort to achievegoals using a variety of
channels appropriate to theresults sought
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Our Impact
Leading the GreenRevolution: OSU is a recognizednational leader in teaching,research, service andmanagement practices enhancingsustainability and environmentalresponsibility. The university’sprogressive work in these areasare a major reason why Corvallisrepeatedly has been namedamong America’s top green,sustainable and livable cities,and why others in highereducation look to OSU'sauthentic, holistic approach as amodel for other campuses.
more on OSU's impact
ORANGE SPOTLIGHTDo you know a business that:Is owned by an OSU alumHas lots of OSU alumsworking thereSupports OSUDrives innovationSupports economic growthServes in the communityasdfasfasf
If you know a business that fitsthis description then please nominate them for the Orange Spotlight. Anhonor that will go to one business every month starting in April. At theend of august we will be giving away two OSU Football season tickets toone lucky person who has nominated a business.
PARTICIPATE87 students stopped by the MUto share their PBO stories onMarch 31. We know there arethousands more.
Share your story
Contact us with your comments, questions, and feedback
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ABOUT PBO
BLOG
ORANGE SPOTLIGHT
ALUMNI BUSINESSES
VIDEOS AND PHOTOS
GET ORANGE STUFF
BEAVER MARKETPLACE
MAP YOURSELF
OSU’S IMPACT
CAMPUS BANNERS
OSU ALUMNIASSOCIATION
From the PBO Blog
April 9, 2010OSU Press author Robin Codyreleases first book in 15 years
April 1, 2010Family Trees
March 31, 2010Share your Powered by Orangestory
Orchard View Farms chosen for this month's Orange Spotlight.
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web website & blog
map Google Map w/PBO pins
other SM Twitter, Facebook, LinkedIn
merchandise PBO t-shirts & tschotskes
real world store signs, bus wraps, ads
personal meetings, displays,
channels
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bit.ly/aSJZQZ+10
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case studies
Baylor School: budurl.com/5r3gBeaver Country Day School: budurl.com/h2ygEmory University Blue Pig: budurl.com/8bzy
Flight of the Flyers: budurl/xmczNorthfield Mount Hermon: budurl.com/pw89
PBO: budurl.com/f5n6Proctor Academy: budurl.com/vlwu
William & Mary Mascot Search: bit.ly/cLJDpjWorcester Academy, WAMash: budurl.com/9e9f
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2.It’s reality time
for social media.
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#ETHIC_FAIL
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Alumni 96%
Friends and Supporters 77%
Current Students 69%
Donors 66%
Current Faculty / Staff 64%
Prospective Students 57%
Parents of Current Students 49%
Parents of Prospective Students 43%
Media 42%
Employers 37%
Guidance Counselors 23%
Government Organizations 18%
who are institutions reaching via sm?
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top strategic goals for social media
Goal rank (1 to 5)
Engage alumni 4.4
Sustain / improve brand image 4.0
Increase awareness /ranking 3.5
Improve community relations 3.4
Engage current students 3.3
Engage current faculty / staff 3.1
Engage prospective students 2.9
Engage admitted students 2.9
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Business Drivers Goals
Financial
• Revenue (when possible)• Expenses• Leads
Customers
• Customer experience/satisfaction
• Customer service/support• Building community
Brand
• Awareness• Thought leadership• Innovation
Source: “Social Media Action Plan Template” by the Horn Group on Slideshare
Tie social media to business goals
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© 2010 Altimeter Group
The ROI Pyramid
Role: Metrics: Specific Data (examples)
[source: Jeremiah Owyang, Altimeter Group]19
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3.All you need is
Facebook.
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consumers who have “unliked” a company on Facebook
81%consumers who have “unliked” a
company on Facebook
81%on.mash.to/dJhx0R
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consumers who have “unliked” a company for posting too frequently
44%consumers who have “unliked” a
company for posting too frequently
44%on.mash.to/dJhx0R
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4.The net is in your
pocket, whereyou are.
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m.wm.edu
social content on mobile platforms
upcoming FIT mobile site
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scvngr.comPhotograph: Bloomberg via Getty Images
mstnr.me/gQ1ZL2
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5.Content is kingbut won’t reign
without strategy.
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Monday Tuesday Wednesday Thursday Friday
Theme: Question Facebook feature Sharing stories online
Women’s Equality Day Soldiers and Families
LOE: Strategic Environment Equip and Train Equip and Train Strategic Environment Soldiers & Families
Flickr: Pull 3-5 photos from various sitesPull 3-5 photos from various sites
Pull 3-5 photos from various sites
Pull 3-5 photos highlighting women in the Army
Pull 3-5 photos highlighting Military Families
Photo of day: “Convoy Fights off Insurgent Ambush” 6,075 total views
“The Wall Hanger”7,373 total views
“In the Early Morning Light” 3,888 total views
“Don’t Look Down” 6,086 total views
Soldier/Family Oriented
Facebook:
#1:
#2:
#3:
#1: Photo of the Day#2: Question: “Army Inspiration” (over 1,330 comments)#3: Birthplace of National Guard (army.mil)
#1: Photo of the Day #2: Highlight “Ft. Benning”#3: Promote Army Videos on iTunes
#1: Photo of the Day#2: G/8 Video (Army Modernization)#3: Promote Women’s Equality Day
#1: Photo of the Day#2: Women in Army History (army.mil/women)#3: Personality Profile of Women Soldier
#1: Photo of the Day #2: Family Tour BCT (army.mil feature)#3: Question: Improvements in supporting Military Family
Tweets:
#1:
#2:
#3:
#1: Photo of the Day#2: Trivia:7 Core Values (over 10 responses)#3: Question: “Army Inspiration” (over 25 responses)
#1: Photo of the Day#2: Cross-promote “Ft. Benning”#3: Promote Army Videos on iTunes
#1: Photo of the Day#2: Cross-promote Army Modernization Video#3: Promote Women’s Equality Day
#1: Photo of the Day#2: Trivia: 1st Women Generals?#3: Shout-out to Female Soldiers (about 20 responses)
#1: Photo of the Day#2: Cross-promote Army.mil feature story#3: Question: Improvements in supporting Military Family
Blog: “To Protect & Defend”-Army Inspiration
Army Blog Feature(Army Technology)
Bloggers Roundtable(Unmanned Aircraft Systems)
Personality ProfileSgt. Tyronda Dorsey(over 1650 FB shares)
Photo Slideshow of “Welcome Home” Celebrations
STAND-TO! Pain Management Soldier Athlete Initiative Comprehensive Soldier Fitness
Women’s Equality Day Army’s Land War Net
Goal: To educate & engage with audience
To promote external Army initiatives & to inform audience
To inform Soldiers & audience of advances in Army technology
To inform/educate audience on Women in Army History
To engage Military families
Measure of
Effectiveness
FB: 3 posts; 629 likes, 120 comments (aver. per post)Twitter: 4 tweets; 42 re-tweetsBlog: 3148 page views
FB: 3 posts; 615 likes, 138 comments (aver. per post)Twitter: 3 tweets; 47 re-tweetsBlog: 3190 page views
FB:3 posts; 1105 likes, 163 comments (aver. per post)Twitter: 3 tweets; 50 re-tweetsBlog: 3,563 page views
FB: 3 posts;1133 likes, 131 comments (aver. per post)Twitter: 4 posts; 51 re-tweetsBlog : 3,010 page views
FB: 3 posts; 850 likes, 175 comments (aver. per post)Twitter: 3 tweets; 56 re-tweetsBlog: 4,392 page views
Source: “5 day social media strategy template” by U.S. Army: mstnr.me/eI5b8c
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6.Privacy becomes
an issue.At last?
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bestpractices
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[source: Jeremiah Owyang, Altimeter Group]
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© 2010 Altimeter Group
10.1%
21.8%
27.7%
33.6%
34.5%
39.5%
46.2%
65.5%
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Other (please specify)
Actual product revenue
Share of voice or total mentions
Customer satisfaction rates: Net promoter, survey satisfaction
Conversions or leads
Website Traffic
Sentiment: Overall opinion of what people say
Engagement data: Retweets, comments, fans, likes, followers, members
Social Strategists struggle with relying on engagement data
Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
We asked 140 Corporate Social Strategists: What measurements are most important to evaluating the success of your program?
[source: Jeremiah Owyang, Altimeter Group]32
SM success/1
specific goalsmore planning, less spontaneous
institutional buy-in & supportcontrol of SM content & staff w/in
dept.in-house expertise
[bit.ly/c1CQvC]33
SM success/2
go beyond Facebook, use multiple channels
target multiple audiencesmultiple measures of successmore likely to have policies
[bit.ly/c1CQvC]34
