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Getting the Most Out of Social MediaDePaul University10/14/2010Full-service online + interactive marketing firmPresented to:1Agenda10/14/201022Online Marketing Trends10/14/20103

3Stats from The Pew Internet ProjectNearly half of Americans age 12 and older have a profile on at least one social networking site.

86% of Americans 18-29 use social networks, and the number is growing for Americans 30-49 (61%), 50-64 (47%), and 65+ (26%).

Social Media users expected to reach 127 million by end of this year. http://pewinternet.org/Reports/2010/Online-Product-Research.aspx10/14/20104Social Media and Education10/14/20105

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Facebook10/14/20106

Texas A&M University and Louisiana State University have each garnered more than 2 million Likes.More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. Colleges and universities are using Facebook to interact and recruit current students and alumni.

Usage500 million users8 million high school students3.5 million college students85% market share of 4-year U.S. universities

6Goal: OSU wanted to: Engage prospective students in conversation to raise awareness, encourage prospective students to request info. and apply for admission, and take advantage of the current economy that is conducive to increased enrollment.

Process: Indirectly target prospective students on Facebook by directly targeting current students - Engaging existing students and create a space where students are showing their enthusiasm and love for the university.

Results: Total fan count increased 554%, total interactions (wall posts, comments and likes) increased by over 2000%, page views increased 405%, and photo views increased by 448%.Oregon State University Case Study10/14/20107http://www.anvilmediainc.com/osu-social-media-facebook-fan-page-case-study.htm

From this interaction, prospective students will see this authenticity and want to become a part of OSU.

7Goal: The USC Summer Film Programs online marketing goals included increasing online visibility and enrollment.

Process: Marcel Media implemented an online marketing campaign involving SEO and Paid Search, and Social Media including frequent updates, encouraging user interaction and repeat visitors, and building a community that effectively promoted the brand.

Results (Nov 2007 to Jan 2008): Search Results: Total Visits = 51.2% increase.Organic Traffic = 64.8% increase.High Quality Referrals from Social Media Marketing:Facebook: 92 - Myspace: 22University of Southern California Film School10/14/20108

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YouTube10/14/20109

In the YouTube EDU category, Stanford University and MIT each have more than 50,000 subscribers.In the YouTube EDU category, Stanford University and MIT each have more than 50,000 subscribers.YouTube allows access tolectures by professors and campus tours. Content from 300 colleges and universities spanning 10 countries and 7 languages with 65,000 videos including 350 full courses are also available on the network.

Usage2 billion videos are watched every day24 hours of video is uploaded every minute

9Twitter10/14/201010

Harvard University and Stanford University each have between 18,000 21,000 followers.Every school in the Top 100 Colleges has a Twitter account and a high number of followers was generally correlated with an extremely strong academic reputation or extremely large student body.

Usage165 million users30,000 new users every day90 million tweets published every day600 tweets per second

10Facebook Trends10/14/201011

11Page Browser is simply a collection of Facebook Pages, highlighted through Page photos, that users can sift through to discover and quickly Like Pages of interest.

Facebook: Page Browser

http://blog.facebook.com/blog.php?post=42998703713010/14/201012We also anticipate that Page Browser will become a part of the Facebook on-boarding experience for new users. For Facebook, Page Browser is the perfect tool to facilitate new user engagement and ensure that members keep coming back for their Facebook Page activity fix.12The Facebook Like button, launched in April at f8, Facebooks developer conference, is now present on roughly 2 million sites around the web, from sports sites to news organizations and more.Facebook: Like Button

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http://mashable.com/2010/09/24/facebook-page-browser/10/14/2010On average, a Facebook user who likes your content has more than double the number of friends than does a typical Facebook user. This could mean the user is more social or more influential, but on the other hand, it could mean the user is an attention-seeking narcissist. While its fatuous to read too much into that statistic, the number does show that the average liker is more active from a social-web standpoint.An even more interesting stat about the likers is that they click on five times more links to external sites than the typical Facebook user. If clickthroughs are what youre looking for from your social media strategy, this is good news.

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Facebook Markup Language (FBML)

1410/14/201014

Adding Google Analytics to Facebook

1510/14/2010http://developers.facebook.com/docs/reference/fbml/google-analytics

Show them how, click on the link during workshop.15YouTube Trends10/14/201016

16YouTube announced that it has increased its upload limit from 10 minutes to 15 for non-partners.

On the YouTube blog, the video-sharing site explains that its been beefing up its copyright protection tools of late, i.e. the Content ID system (which lets copyright holders have more control over their content). Therefore, its less likely that users can, say, upload large chunks of movies and TV shows without permission.

Note: Facebook allows lengths of up to 20 minutes YouTube: Longer Videoshttp://mashable.com/2010/07/29/youtube-15-minutes/10/14/20101717Vimeo Trends10/14/201018

18Vimeo concentrates on original, user generated content. You won't find movie trailers, music videos, sports clips and blooper videos.

Vimeo is highly popular in the artistic community, it offers widescreen video streams.Vimeohttp://mashable.com/2010/07/29/youtube-15-minutes/10/14/201019

As of March 2010, Vimeo has over 3 million members and an average of more than 16,000 new videos uploaded daily.19

Vimeo: Education/University Community10/14/201020Begin with a powerful, creative messageYou dont need an expensive crew use a hand-held recorder.

2. Include branding/logo in your video

3. Create keyword-rich file, detailed tags, titles, and descriptions to identify video topic

4. Create an optimized, branded YouTube channel in a relevant category Upload on Vimeo as well

5. Track your resultsUse tools such as: YouTube Insights (user metrics) and TubeMogul (distribution and analytics).

5 Tips for Successful Online Video

10/14/201021Twitter Trends10/14/201022

22With its new interface, the Twitter homepage is now a more logical place to advertise than it was before.

An analytics dashboard: Rolling out starting in Q4, the dashboard will help Twitter users understand how tweets spread and who is spreading them. Twitter: New Interface

10/14/201023

I expect Twitter to roll out ad formats that take advantage of the depth of information the new right-side pane provides.23Include KeywordsIf you tweet a link, read everything in it before you submit. Find the important keywords and then write a tweet consisting of those alone.

Addressing Key PeoplePut a cc: at the end of the tweet with your preferred key people mentioned after it.

Brand Your TweetsWhen branding a tweet, you simply make sure that what you tweet also has a hashtag branding on it - 2-3 hashtags max.

Tips for Successful Tweets2410/14/201024Integrating Social Media Channels10/14/201025

25Performance on social platforms should not solely revolve around one negative comment or how many posts are executed. You have to consider the entire social landscape.

Establish your social strategy, including goals and objectives up-front.

All Social Media campaigns must be tracked in order to obtain the most accurate data available for the client.

Populate performance data at the end of every other week

Statistics should also be compared from month-to-month (e.g., subscriptions are up from 90 last month to 100 this month and eventually year over year)

Create a data-driven strategy

2610/14/201026CommentsFeedback (via the site)Followers(follow something / someone)Groups (create / join / total number of groups / group activity)Like this (a simpler form of rating something)Profile (update profile image,bio, links, etc)Report spam / abuseTime spent on key pagesTime spent on site (by source / by entry page)Total contributors (and % active contributors)Views (videos, ads, rich images)Key Performance Indicators

2710/14/2010Know your target audienceSome users may think that moderation will censor their comments. If the topics related to your company or industry are particularly controversial, this is an important consideration to plan for.

Check moderation settingsEvery social network is different. Make sure to check how much control you can have over what users post or exactly what theyre allowed to post.

Post your usage policyTell your users the purpose of the page, profile or group. For example: This page is meant to provide product and information updates for the XYZ Company. Any posts that deter from this topic will be removed.

Best Practices for Social Interaction10/14/201028Tactics10/14/201029

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Creating Superfans or Evangelists