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7 Incredible Benefits of Social Media
Tracy Stewart
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Overview
• Learn seven high-impact benefits of using Facebook, Twitter, YouTube, blogs, and other online communities
• See real-life examples of how you can use social media to increase interest and referrals, as well as accelerate the decision cycle in choosing a college
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1. Students Can Experience Student Life through Videos – Accelerate Decision Cycle
Spot
light
Vid
eos
Use
r-G
ener
ated
70-79% of Millennials
watch video online
(Source:Pew Internet Report 2010)
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“Day in the Life” Video SeriesJUL
2007
4,594 views
1,851 views
109avg per month
MAR 2008
1,626 views
JUN 2010
AUG 2010
JUN 2010
OCT 2010
49avg per month
308avg per month
767 views
128avg per month
357 views
89avg per month
107 views
43avg per month
Previous “Day in the Life” video content always
garneredtop views…
So, we produced more & views increased
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UGC #FTW
Views of our “Why I Love Regent” contest entries always garner top views: they’re short, genuine &
direct
So, in 2010, we had another contest &
doubled our entries
Our first freshman video blog series attracted
repeat visits& channel subscribers
So, in 2010, we have four freshman video bloggers
contributing
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YouTube as a Community
The web isn’tjust websites anymore.
Our YouTube channel is another web property – aside from our website – that helps to extend our online presence & build
awareness & consideration of our brand
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2. Generate High-Quality Traffic by Sharing Links to Your Website
2008
2009
2010
0.00% 0.50% 1.00% 1.50% 2.00% 2.50%
0.07%
0.78%
2.32%
Social Media as % of Total Site Traffic
Mostly current stakeholders stay up-to-date on news & events (like the inauguration of our new President)& other social media activities (like the launch of our new Facebook & YouTube pages, our YouTube video
contest & blogger series)
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3. Leverage Student & Alumni Ambassadors and Other Influencers - Blogs
About 50% of Millennials read blogs
(Source:Pew Internet Report 2010)
Regent features 88 current students
In 2010, traffic from Regent blogs to Regent.edu was 0.27% of total site traffic
(or #17 top referral source)
Since Jan 2009 & compared to site avg, these visitors spent
24% more time on site
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4. Know What Works – Test & Measure
Measuring growth in audience sizes, referral volume, referral
interactivity, and content interest helps to gauge the effectiveness
of your efforts & illuminate calibration opportunities to
achieve optimal results
Regent reviews social media data at a high level
every month
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Frequency Impacts Growth
Launched New Facebook Design &
Featured on Homepage
Launched New YouTube Design &
Content
Why I Love Regent
Video Contest
Launched Life in the UnCommons Content
on YouTube
Refreshed Life in the UnCommons Content
on YouTube
Aud
ienc
e S
ize
Facebook Audience Growth Spikes with Campaigns
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5. Know What Content Generates Most Interest
Social media users follow brands because:
1. They are a current customer2. They want exclusive deals or offers3. They want entertaining or informational content
(Source: eMarketer Report 2009)
I was no longer interested in the brand
32%
Information was published too frequently
27%
The information offered was not interesting
22%
The brand published informa-tion that I
did not like12%
Informa-tion was not pub-lished
frequently enough
7%
Reasons for Unsubscribingfrom a Brand’s Facebook Page
34% unsubscribed
due to content
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6. Know Who Your Audiences Are
Regularly reviewing demographic and
psychographic make-up of channels helps to inform what content should be
shared where
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Who Interacts With Your Facebook Page?
Social media channels offer deep user demographic
and psychographic insights – allowing us to identify who spends time
on our properties and offer them a more personalized
experience
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What Type of Videos Should You Curate?
Regularly reviewing demographic make-up of channels helps to inform what content should be
shared where
vs.
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How Often and What Should You Tweet?
Regularly reviewing demographic make-up of channels helps to inform what content should be
shared where
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How Can Social Media Increase Conversions?
By creating a strategic engagement information funnel, we drive prospects
from awareness to consideration (and from
web property to web property)
Influence, Engage Inform, Convert
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7. Increase & Enhance Your Visibility
Social media is the new search engine optimization.
A brand-related search will inevitably display social media channels within the first three
pages of results.
PG 1
PG 2
PG 3
Regent utilizes a naming and tagging convention for all social content to ensure
top search indexing
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Wikipedia, a crowdsourced social encyclopedia, offers a unbiased representation of
Regent University and drives a considerable amount of traffic
to Regent.edu
Develop Audience Trust Via IndexedSocial Media
Audiences generally trust peer-curated content over
brand-curated content
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Search Optimized Social Content and Channels
Regent-specific social content – including videos, presentations, forums, photos and blogs – rank
highly on Google, Yahoo! and Bing
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A Measured Approach to Social MediaAs with any channel,
social media starts with gathering insights about
your company, customers, competitors,
collaborators, & context.
This informs strategy.
Define goals, initiatives, strategies & tactics.
How will success be measured?
Then, implement.
Count what matters according to your goals.
Close the loop & utilize gathered data to craft
wiser strategies.
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7 Incredible Benefits of Social Media
Tracy Stewart