UCDA Game Changers: How Higher Ed Institutions are Embracing Social media

Game Changers

How Colleges & Universities are Using

Social MediaLauren Candito

Co-Founder, Social Media Solutions

1Monday, October 24, 2011

• Co-Founder of SMS

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What is Social Media?


Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn

communication into interactive dialogue.


Social Media

blogsphoto sharing

forums

bookmarking sites

rating sites

podcastsmicroblogging

video sharing

wikis


Social media sites include…


Real World Examples

Innovation & Excellence


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University of Texas @ Aus3n


In the city that hosts SXSW, The University of Texas at Austin is at the forefront of social media. The school makes it easy to engage through their Know website, which offers a social media directory sorted by colleges, offices, libraries and museums. UT also supports social media with Facebook bootcamps and a Social Media Club.

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University of Oregon


Now this is how to have a clean, clear social media index page with best practices and a very cool mobile site.

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Carnegie Mellon University


their interactive student social media dashboard that even includes a bus schedule.

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Dartmouth


Once you "like" Dartmouth's Facebook page, you get to a welcome page with a note from the president.

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Lynn University


Lynn students and staff are blogging up a storm! Check out the school's fun and informative blog directory featuring real-time updates.

Texas Tech University17Monday, October 24, 2011

Texas Tech University: From Experimenter to InnovatorTo find innovation and inspiration for her universityʼs social media efforts, Lisa Dubois Low of Texas Tech looks to top marketers for ideas that can translate within higher education.


Link: h@p://www.facebook.com/#!/TexasTechYou

Texas Tech uses social media to target a variety of stakeholders – from prospective and current students to alumni and athletic fans to faculty and staff. Their strategy is less about creating platforms to start conversations and more about looking for conversations that their audiences are already having and joining in. Texas Tech their social media efforts through iTunes University. Next the Office of Communications and Marketing launched a Facebook page. Unfortunately, no one cared. The office took notice and decided to find out why. They discovered no one was talking about the news they were pushing out, so they decided to step back and realign their strategy. They scrapped the Office of Communications and Marketing page and created a page for the entire University brand instead. After seeing success with Facebook, Texas Tech took on Twitter. To help manage the social media efforts, Texas Tech hires on interns and require those interns to bring fresh ideas to the table.


Link: h@p://foursquare.com/texastech

Partnership with Foursquare: Texas Tech began keeping an eye on location-based marketing at the beginning of 2010. Three months later, Lisa decided it was time to take action. Step 1 was getting her team to use location based tools themselves. Lisa saw so much potential in allowing visitors and students to interact with tips, push messages, and custom badges as they explored campus, but needed make sure they used the write platform. After using GoWalla and Foursquare on a personal level, the Texas Tech team learned Foursquare was launching pilot programs with universities like Stanford and Harvard. Although Texas Tech was much smaller than the pilot universities, their persistent efforts to convince Foursquare to launch a pilot program at Texas Tech paid off. Because they had been strategically been thinking about geolocation for 6 to 9 months, they had their Foursquare channel up within a week of being accepted into the pilot program.

The University of Alabama Na3onal Alumni Associa3on


Goals: Engage UA alumni & Alabama fans in conversation; Increase membership of the National Alabama Alumni Association.

Challenges: Diversity of info to share – finding interesting/relevant info other than athletics; how to effectively engage alumni & keep them talking; converting fans of the Facebook page to members of the organization.


21Monday, October 24, 2011Link: h@p://www.facebook.com/#!/alabamaalumni

Strategy Development: 1) Switch from FB group to FB Page. How? Posted on group to move to page, messaged users, spread the word through personal networks, added link to FB page to the alumni staff email signatures for 1 month. Reached 3,956 fans within 4 months.

2) Add FB link to alumni website

3) Two week challenge for fans to add 2010 more fans by January 1, 2010.



Link: h@p://[email protected]/UAAlumniAssocBeyond Facebook: UA linked Facebook to Twitter so that anything posted to Facebook also goes to Twitter. For original Twitter content, UA hosts a UA Trivia contest on Twitter on Friday mornings. The questions are broad and can ranging form anything pertinaing to the alumni association, university, a specific college, or anything else fun and interesting. The first person to submit the correct answer via Twitter wins an Alabama-related prize.

Emory University Blue Pig Campaign


Social Media for Fundraising: Blue Pig campaign focuses on improving undergraduate donations to Emoryʼs Annual Fund. Primarily used Facebook and Twitter for outreach to Emory students to boost undergraduate donations to the class gift campaign.

Emory University Blue Pig Campaign


Link: h@p://www.facebook.com/#!/thebluepigTwi@er: h@p://[email protected]/thebluepigDuring the school year students were informed of special events though the Blue PiggyBank Facebook profile and Twi@er (@thebluepig). When students brought their spare change at special events,e very penny went towards the Class Gi[ Book Award, which is a $500 textbook s3pend. 144 awards were given out that year, resul3ng in $72,000 of textbook money.

Oklahoma State University Alumni Associa3on


Link: Orange connect: h@p://orangeconnec3on.org/s/860/start.aspxHow your Organiza3on Can Do A Lot with a Li@le:In 2008, two OSU interns got approval from OSU’s Alumni staff to start a Facebook group. Within a couple of weeks, they transi3on to a Page. A[er Facebook, the associa3on began adding plahorms one at a 3me and now uses Facebook, Myspace, Twi@er, LinkedIn, YouTube, and Flickr.


26Monday, October 24, 2011Link: Orange connect: h@p://orangeconnec3on.org/s/860/start.aspxh@p://www.facebook.com/okstatealumni

Strategy Development:Goals – expand web presence; reach OSU alumni through social media; grow email database; keep alumni connected to each other & the organiza3on.

Challenges – Limited budget; limited manpower; maintaing the value of the dues-‐based organiza3on; 24/7 updates

A[er a Facebook search for OSU alumni provided over 40,000 results, OSU’s Alumni Associated decided to jump right in with a hands-‐on exploratory trial approach. With a $5,000 budget, the associated invested most of their resources into Facebook ads. Theses highly targeted ads featured different messages for alumni based on their geographic region.Metrics: OSU uses free web apps like bit.ly, Google Analy3cs, and TweetDeck to monitor their social media ac3bity. According to Google Analy3cs, Facebook, LinkedIn, and Twi@er all rank in the top 10 for referral traffic to the OSU website.

“I think we’re a pre@y good example of how you can do a lot with a li.le. We’ve got a very small budget. It doesn’t take that much money to build a Facebook Page. It takes a lot of hard work

and effort.”



Words of wisdom from Chase Carter – the original intern advocate turned alumni associate employee for OSU – “I think we’re a pre@y good example of how you can do a lot with a li@le. We’ve got a very small budget. It doesn’t take that much money to build a Facebook Page. It takes a lot of hard work and effort.”

University of Central Oklahoma28Monday, October 24, 2011

Tracy Fairless is an instruc3onal designer at the University of Central Oklahoma and an advocate for social media’s use in the classroom. She currently uses YouTube for student presenta3ons as part of her public speaking class and is also exploring VoiceThread. When using social media in the classrooom, Tracy advises against taking on too much technology in one course or building a course around technology. Instead, pick the right tools that benefit your students and enhance your course objec3ves.

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With VoiceThread, group conversations are collected and shared in one place from anywhere in the world. All with no software to install.

A VoiceThread is a collaborative, multimedia slide show that holds images, documents, and videos and allows people to navigate slides and leave comments in 5 ways - using voice (with a mic or telephone), text, audio file, or video (via a webcam). Share a VoiceThread with friends, students, and colleagues for them to record comments too.

Users can doodle while commenting, use multiple identities, and pick which comments are shown through moderation. VoiceThreads can even be embedded to show and receive comments on other websites and exported to MP3 players or DVDs to play as archival movies.

West Point Associa3on of Graduates30Monday, October 24, 2011

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West Point Association of Graduates (http://www.westpointaog.org/netcommunity/) started integrating social media into their marketing plans, and West Point and their athletics department followed suit. Within the first year, they had 850 fans and have grown to over 6,000 fans. Itʼs not only a way to stay in touch with alumni, but also share relevant content such as photos and event information.

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“Social media has let us manage things we could not have done without it. For example, we filled a position in the advisory council through someone on Twitter,” states McDermott. Social media has expanded the West Point Associate of Graduates network and allows the organization to connect with their followers. Hashtags During GraduationDuring West Pointʼs graduation ceremony, the Associate of Graduates started a new tradition. Parents and guests could tweet with the hashtag #WPgrad and join in on the conversation. Now thatʼs social media in action!

Texas A&M University33Monday, October 24, 2011

Links: h@p://www.facebook.com/tamu, h@p://[email protected]/TAMUtalk/, h@p://foursquare.com/tamutalkTexas A&M: Scavenger HuntTexas A&M recently used Facebook, YouTube, Twitter, and Foursquare for a campus-wide scavenger hunt. Facebook and Youtube were used to promote the hunt, clues appeared on Twitter, and users were awarded for checking in via Foursquare.

Texas A&M UniversityTexas A&M University34Monday, October 24, 2011

The primary goals for the Scavenger Hunt campaign were to 1) partner with the Collegiate Licensing Company to promote corporate sponsors of the University’s Foursquare program. Sponsors donated prizes for the scavenger hunt. 2) Integrate all socail media plahorms together and grow the university’s Twi@er and Foursquare following. Clues were only distributed the the officual @TAMUtalk twi@er account, and students had to check-‐in to venues using Foursquare to win. 3) The final goal was to leverage social media to encourage the university’s 50,000 students to explore their 5,200 acre campus as never before. The technology was a tool to help students make real-‐world connec3ons while learning more about their campus.

Butler University


h@p://[email protected]/butlerblue2Butler University: Butler University takes its Butler Blue mascot to a new level by giving him his own Twi@er account. @ButlerBlue2 updates his status mul3ple 3mes a day providing a fun way to interact wit the school’s brand.

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Stanford University


Many universities are interested in sharing projects with the world — not to mention educating others in the school. To that end, Stanford University is providing access to faculty and student projects on its Facebook page. Students looking for inspiration for projects can see videos, pictures and other previously done projects.Also, gathering this information into one place makes it a little bit easier to search for news and research being done at Stanford. The university has multiple pages, making it easy to locate information on the Green Library, hospital and a number of the colleges and departments. Stanford University also offers Facebook office hours, at which time faculty is available to answer questions on Facebook.

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Harvard


The free social-networking and mapping game for smartphones, Foursquare, is making its way into the world of higher education. While universities are still figuring out how to address Facebook, Twitter and other web 2.0 platforms, students are starting to use Foursquare to label, praise, and sometimes mock college campuses.

Through Foursquare, students can add places, leave public tips, or add to existing ones while gaining “badges” for checking into places. If they frequent one location enough, they may even be awarded the coveted “mayor” badge. Harvard University has even embraced Foursquare by using it to create an official school program that helps students explore the campus.

Let’s go off campus for a bit...

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San Juan Marriot Video Campaign


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KLM Surprise


KLM Surprise is a social media campaign launched by KLM using two social media properties – “Twitter and Foursquare”. The KLM Surprise campaign involves a person flying using KLM and tagging the location of his flight and tweeting the Foursquare location. The lucky winner gets a free surprise gift from KLM on the airport of his departure.

The basic concept of KLM Surprise is to surprise a person sharing his flight details online by gifting him something with a little personalized act of kindness on the spot. The campaign is an experiment on how happiness spreads from one place to another.

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Grasshopper, a company that provides virtual phone services, enticed 5,000 influential politicians, business leaders, journalists, authors and bloggers in the U.S. with a FedEx package containing 5 chocolate-covered grasshoppers. The package challenged each recipient to eat the grasshoppers AND invited them to visit the Grasshopper website. The website contained an inspirational video about entrepreneurship.

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• 130,000 YouTube views• 1,461 Tweets• 1,999 blog posts and

news articles• 8 mentions on national TV

broadcasts• 93% increase in visitors to

the “How It Works” page of their website

• 14 user-generated videos• 51 user-generated photos


93% increase in visitors to the “How It Works” page of their website

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My Starbucks Idea


To get a better handle on consumer feedback, Starbucks did just that with “My Starbucks Idea.”

The site allows users to submit suggestions to be voted on by Starbucks consumers, and the most popular suggestions are highlighted and reviewed. Starbucks then took it a step further and added an “Ideas in Action” blog that gives updates to users on the status of changes suggested.

By empowering their exceptionally web savvy consumer, Starbucks strengthens their campaign to add a personal touch to coffee.

Lesson: Thinking of ways to build your company are great, but directly asking your consumers what they want, is better. Acting on that information and doing it publicly is key to the success of this campaign.

Tony Hawk’s Treasure Hunt

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On Easter Sunday 2010, Tony Hawk hosted his second annual Tony Hawk Treasure Hunt on Twitter, where he gave away skateboards, backpacks, guitars and other merchandise to fans. The scavenger hunt was announced on his website and Twitter feed using the hashtag #THTH. He sent items for hiding to friends in 60 cities in the U.S. and across the world and then spent hours on Twitter on Sunday revealing their locations and learning which ones were found.

Hawk was able to successfully leverage Twitter to instantaneously build his fan base, which is upwards of two million followers, and connect directly with fans in real-time.

YOu have alumni scattered across the country - bring your school spirit to them.

Are You Prepared?Tips for Getting Started

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Who will be listening?


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Who will be posting?


Find your voice

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A Community Manager’s job is to use social media tools to build, manage, and protect relationships with your audience.


The community manager position is increasingly one that is at the pivot point between the needs of the organization and the needs of the community and engages in aligning both and enabling a conversational attitude that is meaningful for both sides.

When will you post?


Choose your platforms


Develop a content calendar


Choose your tools

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How will you manage resources?


How will you integrate other marketing efforts?


Jeweler Samuel Gordon ran this full-page magazine ad in a local publication. It includes the company Twitter account, Facebook Page, iPhone App and a QR code for its Android App.


To promote his reflective bike tape business, Brent Thomas sends postcards with a QR code that may link to videos, pictures or his website.

Thomas also organized a scavenger hunt to promote his product. He announced the hunt on his blog, hid free BikeWrappers all around the city, and disclosed their locations over Twitter. The first one was found 20 minutes after the first Tweet.

Create a Social Media Policy


Getting Started

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Be Amazing

BeAccessible

BeAuthentic

Provide real value

Community Guidelines

Honest and transparent

Respond and

participate


Questions?


Ask me [email protected]

www.SocialMediaSolutionsLLC.com

www.SM4Edu.ning.com


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www.SocialMediaSolutionsLLC.com

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