SKIDMORE COLLEGE SOCIAL MEDIA

Daniel la NordinOnl ine Community Manager

Boost awarenessPopular & active Instant feedback Two-way communication Personal & professional Ubiquitous FREE

WHY SOCIAL MEDIA?

FacebookTwitterYouTubeFoursquare Formspring LinkedInPinterestGoogle+FlickrWordPressRavelry Zinch

WHERE IN THE (SOCIAL MEDIA) WORLD IS SKIDMORE?

Skidmore College: 5,860 fansFacebook pages for:

Admissions Incoming classes Athletics (and team pages for tennis, soccer, lacrosse, and

more) Academic Departments (Sociology, English, Health &

Exercise Sciences, and more) Alumni (and regional alumni groups in NYC, D.C., London) Zankel Music Center Tang Museum Special Programs (Pre-College and Pre-Orientation)

SUCCESS - FACEBOOK

Feb-11

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4400

4493

4562

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4771

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5191

5291

5318

5481

5545

5666

5739

5803

Skidmore College Facebook Fans

Facebook Fans

Skidmore College: 2,073 followers Twitter accounts for:

Admissions Athletics Academic Departments Zankel Music Center Tang Museum

SUCCESS - TWITTER

Feb-11

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2073

Skidmore College Twitter Followers

Twitter Followers

Skidmore College Career Connections: 3,358 membersLinkedIn groups for:

Academic Departments (Management & Business, Art History, Psychology & Neuroscience, etc.)

Athletics (Hockey Alumni, FOSA) Opportunity Program Students MCAN (Multi-cultural alumni network) Skidmore Business Network (subgroups for NYC, Boston,

San Francisco, New Haven, Chicago)

SUCCESS - LINKEDIN

Feb-11

Mar-11

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0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000

2,318

2,392

2,467

2,541

2,581

2,601

2,624

2,656

2,744

2,809

2,850

2,984

3,140

3,231

3,325

3,358

LinkedIn Members

Members

Goal: increase young alumni engagement Challenge: get 501 donors on 5/01 for $50,000Strategy: no direct mail; all online and social media,

started marketing one week prior to 5/01Results

Reached 501 donors by 2:00 p.m. on 5/01 Reached 750 donors by 8:00 p.m. secured additional

$25,000 Reached 1,000 donors by 11:00 p.m. for another $25,000 Total: 1,038 donors for $100,000 for Skidmore

IN ACTION – 501 DONOR CHALLENGE

Goal: increase applications to SkidmoreStrategy: utilize current students

Implemented Skidmore Student-to-Student (SS2S) Initiative Since launching in Oct. 2011, the page is consistently

among the top 15 most-visited on the Admissions site Students and staff have answered 440 questions from

prospective students and their families Each blog averages 500+ views per month The top-visited blog has 1,651 visitors Three bloggers participated in one of four live chats this

year, where they helped answer nearly 500 questions!

IN ACTION - ADMISSIONS

Step 1: Kevin’s blog postStep 2: Kevin’s post is tweeted by Skidmore

Admissions with #SS2SStep 3: Kevin tweets from his personal Twitter, using

the same #SS2S hashtagStep 4: He introduces himself on the Class of 2016

Facebook page Step 5: He answers questions on

Formspring

SS2S – HOW IT WORKS

Step 1: Molly’s blog postStep 2: Molly’s post is tweeted using #SS2S Step 3: We share Molly’s post on the Skidmore

Facebook page where it received 349 clicks! Step 4: Molly creates an “Ask Molly” YouTube series

where she answers Formspring questions on video Step 5: Molly tweets her answers using #SS2S

SS2S – HOW IT GOES VIRAL

Alta holds the record for the most questions answered via Formspring—70!

Alta answers a personal question from a prospective student with a video via her blog

She interviews her friends on campus and creates a “Why Skidmore?” YouTube video series

She participates in the fi rst Skidmore Admissions live chat where she helped answer 147 questions

Alta tweets about the live chat using #SS2S

SS2S – HOW IT’S PERSONAL

Cappex Lead-generator Total names: 9,369 Class of 2012 (HS) names: 4,886 Total apps: 212

Zinch Lead-generator Total names: 1,195 Class of 2012 (HS) names: 645 Total apps: 334

OTHER E-RECRUITMENT INITIATIVES

Hobsons Brand awareness 128,207 views to Skidmore hub pages 96,459 views to active match filters 269 students added Skidmore to their college lists

Peterson’s Brand awareness 1,251 page views (Jan-May) 218 clicks (Jan-May)

OTHER E-RECRUITMENT INITIATIVES

Skidmore Creative Group More student-generated content online and on social media Offi cial Skidmore presence on social media platforms Student-only team that works in three-hour shifts covering

12 hours on weekdays, nine on weekends Responsible for providing and updating information about

College news and events, posting photos and videos Primary focus: Facebook and Twitter Build presence on YouTube, Foursquare, Pinterest, Google+,

etc. for different audiences #44Social Team at Syracuse University

THE FUTURE