Ideas that work

1. IDEAS THAT WORK SOCIAL MARKETING BEST PRACTICES July 14, 2009 Featuring Joanne Murray, Annenberg School for Communication Joel Cloralt, FIU College of Business Administration Valerie Salyer, New England College

Digital natives expect you to be accessible across multiple channels (both new and old)

Facebook

Twitter

Web site

Context and relevance are much more important than ever before

You must battle even harder for share of mind and share of wallet

STUDENTS ARE ON THE SOCIAL WEB

75% of our college crowd, young adults aged 18-24

have a profile

Social network users are also more likely to be students-

68% of full time students and 71% of part-time students

have a social network profile

Nearly one third 31% of online white adults have a social networking profile, compared with 43% of African-Americans and 48% of Hispanics.

Source: Pew Internet and American Life Project

SO ARE ADMISSIONS OFFICES

There has been significant growth in familiarity with, adoption of, and importance to mission of social media over one year ago.

Adoption has grown by 24% in one year: 61% in 2007 as compared with 85% in 2008.

Nearly 90% of admissions departments feel that social media is somewhat to very important to their future strategy

Source: UMASS-DARTMOUTH CENTER FOR MARKETING RESEARCH

Joanne Murray, Assistant Dean for Graduate Studies

Annenberg School for Communication

Joel Cloralt, E-Marketing Coordinator

FIU College of Business Administration

Valerie Salyer, Associate Director of Admissions

New England College

In just two months, YouTube traffic is consistently increasing showing positive comments regarding the various videos.

Facebook fan pages and group pages are the most beneficial due to the high volume of feedback from students. Fan pages allow for the important messages to be conveyed without sending individual private messages.

Twitter shows a large following. Most followers are above the incoming freshmen age, however Twitter shows a wonderful resource for alumni.

Facebook Fan page for recruiting and general outreach.Too small to have more than one.

Videos linked on ASC web and Facebook

LinkedIn Groups for both alumni populations

Graduate: 194 members (20%)

Undergraduate 504 members (21%)

Just started this initiative, too early for results

Graphic Links for all three sites are used within counselor email signatures verifying that recipients are exposed to the option of these outlets.

Facebook is proving to be the most effective among the NEC incoming students.

This initiative is beginning to snowball throughout all three outlets. Student feedback is the primary source of statistic results.

Facebook Fan page 99% of content has been from the school, goal is to have 20% content from fans by the end of the year

Discussions/News/Jobs not being utilized just starting to post in this venue no goals for member interaction

Followers/Fans

Web Traffic

Comments

Inquiries

2.2 Tweets a day.

Majority of Tweets between 8am and 4pm Mon-Fri.

10% of total Tweets gets a reply.

8.57% of total Tweets are reTweeted.

Campaigns have varied from 17-28% view rates with 1-11% Click Thur Rates

Campaign had 44% view rate and 27% CTR

New goal is engagement versus numbers of members

1.6 Tweets a day.

Majority of Tweets between 8am and 4pm Mon-Fri.

Followers grow by about 15 per week.

Results have varied in the summer as opposed to the school year.

Technology

Ideas that work