colorado council social media presentation
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Social Media and Higher Education: Next Steps
✚ Introductions✚ Social Media in Higher Education✚ Measuring performance on Facebook✚ Facebook in action✚ Exploring the Social Space✚ Q & A
Agenda
3
Chris Tyburski
Senior Marketing Consultant
TWG Plus
Mike DelliVeneri
Social Media and Internal Communications Manager
Regis University
Introductions
✚ Introductions✚ Social Media in Higher Education✚ Measuring performance on Facebook✚ Facebook in action✚ Exploring the Social Space✚ Q & A
Agenda
5
• Recruitment• Alumni engagement• Public relations• Community building
Social media covers it all!
Social Media’s Role in Higher Ed
6Let’s remember that…
…your brand is a conversation
7Your recruitment communications
…are about your students
8
“Facebook remains the king of social media...respondents have crowned it
the #1 social media outlet for admissions offices” – Facebook and Admissions,
Varsity Outreach, Sept. 2012
Where do we stand?
9
1. Keeping audiences engaged
2. Measuring the impact of our Facebook presence
3. Getting prospects/admits to join/like our Facebook presence
Facebook Challenges
✚ Introductions✚ Social Media in Higher Education✚ Measuring performance on Facebook✚ Facebook in action✚ Exploring the Social Space✚ Q & A
Agenda
11
TWG Plus Research
Research Questions• What kind of scale can we create to rank the activity of
a school.• What is the average number of fans by segment?• Can we rank engagement by segment?• What type of content produces the most engagement?• Is there a relationship between frequency and
performance?• What lessons can we learn from high and low
performing pages?
12
TWG Plus Research
Research Methods• Quantitative analysis of over 500 high education
institutions• Random sample of 4-year degree granting
institutions from IPEDS 2009-2010 list• All not-for-profit
• Divided into categories by Carnegie Foundation Size and Setting classifications
• Defined engagement# of Comments+Likes+Comment Likes+Wall Posts
# Fans• Measured activity for 1 year on main institutional
Facebook page
13
• Fanbase
Let’s talk about…
• Engagement• Messaging
14Fan Base
The Importance of Reach
15
School Size
Average
A
B
C
D
Fan Base
Large(>10,000)
30,871
>42,120
21,977-42,120
1,834-21,977
<1,834
Medium (3,000-9,999)
5,482
>9,051
4,933-9,051
815-4,933
<815
Small (1,000-2,999)
3,283
>5,594
3,283-5,594
972-3,283
<972
Very Small (<999)
1,458
>2,721
1,417-2,721
113-1,417
<113
16Engagement per Fan
Fan Interactions per Year
17Engagement per Fan
School Size
Average
A
B
C
D
Large(>10,000)
.63
>1.09
.63 - 1.09
.17 - .63
<.17
Medium (3,000-9,999)
.77
>1.34
.71 - 1.34
.08 - .71
<.08
Small (1,000-2,999)
.70
>1.22
.70 - 1.22
.18 - .70
<.18
Very Small (<999)
.66
>1.23
.66 - 1.23
.09 - .66
<.09
18Active Fan Base
How many fans are truly involved?
19Active Fan Base
School Size
Average
A
B
C
D
Large(>10,000)
20.75%
>29.82%
20.75%-29.82%
11.68%-20.75%
<11.68%
Medium (3,000-9,999)
25.68%
>41.45%
23.96%-41.45%
6.47% - 23.96%
<6.47%
Small (1,000-2,999)
23.22%
>34.47%
23.22%-34.47%
11.97%-23.22%
<11.97%
Very Small (<999)
22.53%
>35.23%
22.53%-35.23%
9.83%-22.53%
<9.83%
20
• Ideal frequency and consistency
Practical lessons learned
• Content and messaging matter
21
• Formal tone• Impersonal voice• Long copy
Lessons learned: Messaging
Avoid
22Messaging
Tragedy• High Engagement Fan Page
• Low Engagement Fan Page
23Messaging
Personal Highlight• High Engagement Fan Page
• Low Engagement Fan Page
24
• Posting too much• Posting too little
Frequency
School Size Large Medium Small Very Small
High Engagement Frequency
2.27 1.98 1.74 1.4
Low Engagement Frequency
.43 .17 .15 .07
Ideal Frequency Range
2-3 1-3 1-2 1-2
Admin Posts per Day
25
1. Analyze what you have• Content/channels• Team/Resources• Audience• Integration with other channels
2. Develop goals (based on institution and available resources)
3. Develop strategy based on audience
4. Build audience
5. Test/refine content• Gather new data
6. Survey matriculants
7. Iterate
7-Step Action Plan
✚ Introductions✚ Social Media in Higher Education✚ Measuring performance on Facebook✚ Facebook in action✚ Exploring the Social Space✚ Q & A
Agenda
27Regis and Facebook
Social Media Committee
• University• Three Colleges• Alumni• Athletics• Student Activities
28Regis and Facebook
Social Media Committee
• 23,662 fans• Ability to segment content• Different content strategies
29Regis and Facebook
Today.• EdgeRank• Organic post reach• Engagement remains steady• Content is king• Engagement > Fans
30Regis and Facebook
A Brand Moment…
✚ Introductions✚ Social Media in Higher Education✚ Measuring performance on Facebook✚ Facebook in action✚ Exploring the Social Space✚ Q & A
Agenda
32Beyond Facebook
User Generated Content
33Beyond Facebook
#thisisregis
34Beyond Facebook
✚ Introductions✚ Social Media in Higher Education✚ Measuring performance on Facebook✚ Facebook in action✚ Exploring the Social Space✚ Q & A
Agenda
36Q&A
Questions Answers
37Connect
Chris Tyburski✚[email protected]✚973.985.6660
Mike DelliVeneri✚[email protected]✚303.964.6457