m

Title TextSocial Media & Your Website

Contact info:

Coordinates

Michael Stoner President, mStoner michael.Stoner@mStoner.com @mstonerblog Linkedin.com/in/mstoner slideshare.net/mstonervt mStoner.com

m

0%

10%

20%

30%

40%

50%

60%

70%

80%

2014 Seniors 2013 Seniors 2014 Parents

Student and parent use of social media resources

Source: “The E-Expectations of College-Bound High School Seniors and Their Parents,” Stephanie Geyer and Lance Merker, High Ed Web 2014, October 2014; http://www.slideshare.net/StephaneGeyer/e-expectations-for-highedweb-2014.

m

6%)

16%)

16%)

24%)

32%)

45%)

7%(

5%(

8%(

7%(

9%(

20%(

7%(

6%(

7%(

8%(

4%(

9%(

5%(

2%(

3%(

3%(

2%(

2%(

14%(

11%(

16%(

12%(

6%(

9%(

61%(

60%(

49%(

46%(

47%(

15%(

0%( 10%( 20%( 30%( 40%( 50%( 60%( 70%( 80%( 90%( 100%(

Pinterest(

Tumblr(

Google+(

Twicer(

Instagram(

Facebook(

Mul&ple(&mes(a(day( Once(a(day( Once(a(week( Once(a(month( Every(once(in(a(while( Never(

Social media usage

Use)of)Social)Media)

Q4.)How)oZen)do)you)use)the)following)different)social)media)websites?)

InteresMng)shiZs)from)2012=2013)in)social)media)use)

-10%

+139%

+23%

-4%

+40%

+50%

Daily(or(more(oaen(Y/Y(change(

#SocAdm14)

Source: “Digital, Social, Mobile: The 2014 Social Admissions Report: #SocAdm14,” research conducted by Uversity and Zinch/Chegg; http://www.uversity.com/downloads/presentations/2014-Social-Admissions-Report-Webinar.pdf

m

FacebookTwitter

LinkedInYouTube

InstagramFlickrBlogs

PinterestGoogle+

Institutional site that aggregates SNS*Social communities from vendors*

VimeoCommunity created inhouse*

TumblrVine

Geosocial serviceWhatsApp

0 25 50 75 100source: CASE-Huron Education-mStoner Survey of Social Media in Advancement, 2014

Most-used social channels

Research from CASE/Huron Education/mStoner Survey of Social Media in Advancement 2014. Download top line report of findings at: mstnr.me/1eilekF

*Exact wording:

An institutional website that is a an aggregator of social network sites. Social communities provided by vendors through proprietary software. [i.e., iModules, Harris Connect, or similar]; Geosocial services (such as Foursquare or SCVNGR)

m

Facebook

Twitter

LinkedIn

YouTube

Instagram

0 22.5 45 67.5 90

Q15. Which of the following do you consider the most successful in meeting your goals? Please select up to three . . . . [1615 answering]

source: CASE-Huron Education-mStoner Survey of Social Media in Advancement, 2014

Top five most successful social channels for higher ed

Source: CASE-Huron Education-mStoner Survey of Social Media in Advancement, 2014; download top line report of 2014 findings at: mstnr.me/1eilekF

More respondents are finding Twitter to be their most successful tool: 58%, up from 49% last year; Instagram also went up, from 5% to 14%.

m

But: what’s wrong with this picture?

m

Facebook

Twitter

LinkedIn

YouTube

Instagram

0 22.5 45 67.5 90

Q15. Which of the following do you consider the most successful in meeting your goals? Please select up to three . . . . [1615 answering]

source: CASE-Huron Education-mStoner Survey of Social Media in Advancement, 2014

Top five most successful social channels for higher ed

Source: CASE-Huron Education-mStoner Survey of Social Media in Advancement, 2014; download top line report of 2014 findings at: mstnr.me/1eilekF

More respondents are finding Twitter to be their most successful tool: 58%, up from 49% last year; Instagram also went up, from 5% to 14%.

“Everything is connected to everything else.”

[mStoner’s first law of branding: mstnr.me/mFLoB]m

In an online, mobile, social world:

“Everything is connected to everything else” is Barry Commoner’s first law of ecology and mStoner’s first law of branding. It’s essential to keep in mind when structuring communications and marketing activities. Because of the way the world works today, it’s easy for organizational anomalies to be observed and amplified. Consistency counts. Not only in appearance (do your communications look like they come from the same organization?) but voice.

Furthermore, your online presence doesn’t occur in a vacuum but is also connected to everything else you do:

• Compelling brand: aspirational but grounded in institutional reality. • Powerful stories: reinforce brand, multiple media, well-told, shareable, demonstrating value. • Compelling creative: a strong visual vocabulary for your brand & stories • Strong channel strategy: well-managed, connected, curated • Your campus & your staff

m

m

“Our 2015 social predictions emphasize the renewed importance of branded communities . . . A recent Forrester survey shows that US online adults who want to stay in touch with your brand are almost three times as likely to visit your site as to engage you on Facebook.”

Source: Nate Elliott, “Facebook Has Finally Killed Organic Reach. What Should Marketers Do Next?” http://blogs.forrester.com/nate_elliott/14-11-17-facebook_has_finally_killed_organic_reach_what_should_marketers_do_next

m

“Layering on interactive experiences into the Web site, designed to engage people with content and share it with their friends, helps turn brand sites into true social hubs. When this happens, brands average 11 percent more traffic to a site and a 300 percent increase in dwell time.”

Source: Richard Jones, “Why User-Generated Content Is The New Marketing Currency,” http://www.mediapost.com/publications/article/237119/why-user-generated-content-is-the-new-marketing-cu.html

source (top): http://www.macalester.edu/admissions/

source (bottom): http://www.etown.edu/admissions/

source: http://www.macalester.edu/macsocial/

Harvard Graduate School of Education: http://www.gse.harvard.edu

Gettysburg Great (Campaign for Gettysburg College): http://www.gettysburg.edu/campaign/

Columbia University Giving Day 2014: https://givingday.columbia.edu/

Brown University celebrates its 250th anniversary from March 2014 to May 2015. The Imagine Brown 250+ website showcases, honors, and illuminates the past and future of Brown.Core Challenges:

• Build upon the institution’s already venerable reputation, while appealing to a discerning alumni population. • Reach audiences on all devices. • Present a singular, interactive experience that coordinates with print materials.

• mStoner’s Approach: • A tablet-first approach. • A highly interactive and multimedia-driven design. • Social is baked into the site’s DNA, which leveraged the momentum Brown had on social properties. • An integrated approach with print and other platforms. • Editorial focus is around five storylines that encourage participation and engagement. • A robust Timeline chronicles both the depth and breadth of Brown’s history, and offers the expected chronological

exploration while allowing visitors to scroll for more depth.

m

College

•Human side of SEO – what people see

•Robot side of SEO – what makes a page desirable to engines

•Baseline recommendations for major and minor pages

•Adding some content for the undecided or undeclared student

#brown250

m

Requirements for incorporating social on your website …

1. Established, official social media channels

2. Effective management of at least one channel

3. Connections between these channels & your website

4. Ability to curate content on your site

5. Facilitate content sharing from your site

m

“Don’t be everywhere until you can be awesome everywhere you are.”

Michael’s rule #1 for social media

Source: Nate Elliott, “Facebook Has Finally Killed Organic Reach. What Should Marketers Do Next?” http://blogs.forrester.com/nate_elliott/14-11-17-facebook_has_finally_killed_organic_reach_what_should_marketers_do_next

How T4 can help

http://samplesite.terminalfour.com/social/

m

How T4 can help: posting

• Synchronizes publishing of content different social channels (e.g. news)

• Can push different messages to different social channels (one to Twitter, a different one to LinkedIn, when a piece of news is published)

• Can also be included in email campaigns

http://samplesite.terminalfour.com/social/

m

How T4 can help: metrics

• Measure your social reach via a centralised TERMINALFOUR dashboard

• More features in this area in 2015.

mstnr.me/TkXwLu mstnr.me/18GBqct

Social Works: How #HigherEd Uses #SocialMedia to Raise Money, Build Awareness, Recruit Students and Get Results

URL for sample chapter (FSU's Great Give campaign): http://mstnr.me/Xjzr6M

website: http://mstnr.me/TkXwLu