Penn State’s Social Media

Summit

Penn State’s Social Media

Summit

May 26, 2011The Nittany Lion Inn

May 26, 2011The Nittany Lion Inn

•Philadelphia Marketing Council, Cindy Hall

•Penn State Marketing Council, Cindy Hall

•Research Communications Council, Mike Bezilla

•Health Communications Council, Sean Young

•Social Media Council, Lisa Powers

New Councils at Penn State

University-wide Social Media Council

• Bernie Punt (BJC)

• Herbert Reininger (Outreach)

• Marcus Robinson (ITS)

• Geoff Rushton (University Relations)

• Jillian Stevenson (College of Agricultural Sciences)

• Tom Wilson (Public Broadcasting)

• Mary Wirth (College of Agricultural Sciences)

• Lisa Powers, chair

• Dave Aneckstein (Outreach)

• Amy Caputo (Alumni Association)

• Laurie Creasy (University Relations)

• Fred DeCock (Hershey)

• Kate Domico (Public Broadcasting)

• David Gildea (Admissions)

• Tina Hay (Alumni Association)

• Stephanie Petulla (Athletics)

Changing world1. Facebook — more than 500 million active users. Half of those users log on in any given day, spending a combined 700 billion minutes per month on the site.

2. Twitter — 175 million registered users and 95 million tweets per day.

3. Every day, users upload nearly four years’ worth of video to You-Tube. Two billion videos are being watched every day.

http://www.facebook.com/press/info.php?statisticshttp://www.browsermedia.co.uk/2011/03/30/2011-soc

ial-media-statistics-show-huge-growth/

And now, we’re going mobile •Smartphone sales in 2010

amounted to 302 million units — up almost 75 percent from 2009.

•Tablet (ie. iPad) — predictions of 185 million units in 2014, up 83 percent from 17 million just last year.

•90 percent of the world now lives in a place with access to a mobile network.

•One-third of smartphone users load apps before getting out of bed. Sources: 1) IDC February 2011; 2) RBC Captial Markets, March 2011; 3) The International

Telecommunications Union (October 2010) 4) http://mashable.com/2011/05/13/likeonomics-rohit-bhargava/

TIME EXPENDED

All over the map

ROE

PURPOSE

PURPOSE

ROE

“Official” Penn State social media sites

•173 Facebook sites

•171 Twitter accounts

•27 YouTube sites

Why be consistent?

•We are one University geographically dispersed.

• consistency = credibility

• consistency = clarity

• consistency = brand

What would it take to be consistent?

•Appropriate images

•Responsible monitoring

•Common language and messages

•Understanding the goals of the University

•A shared understanding of our social strategy

Our Social Strategy

You are at the center of a network

Purpose •Add value and promote Penn State

•Reputation management/protect brand

•Be consistent — eliminate confusion about the brand

•Regularly weave use of social media tools into marketing and communications efforts

•Effectively communicate to our audiences

Align withUniversity GOALS

•Increase enrollment

•Increase donations

•Promote research prowess and academic reputation

•Increase alumni participation

Social Media GOALS

•Enhance brand awareness and improve brand sentiment and image.

•Advance and protect the University’s reputation.

•Provide accurate information about Penn State and undertake effective crisis and issue management.

Engage. Be responsive.

Be more human.

(pssst ....ADD VALUE)

Do I want to spend four years here?

Methods of measurement•Assess volume, traffic, engagement,

feedback, your reach

•Use Google analytics or Facebook insights

•Count impressions to determine strength of content

•Analyze comments for qualitative data

•Use URL trackers to determine traffic patterns

•Each quarter, examine content; adjust; improve

Engagement you can measure•Participation — comments, interactions, use

of widgets, @messages, shares, likes, posts, tags

•Degree of Authority — authoritative sites linking to your URLs, talk about your content or Penn State

•Influence — size of user base subscribed to your content, ability to influence the conversation, #RTs per post, hits to your website from social sites

•Sentiment — how do people feel about you, % change

http://www.beingpeterkim.com/2008/09/a-framework-for.html

Can you measure the level of engagement?

Engagement Measurement

Example: 1,000 people from your Facebook page and Twitter account engage on those platforms

every month divided by a total of 5,600 that follow you in those same spaces = 18 % are engaged

with you online.

Take the total number who engage in some way with your organization’s social media spaces divided by the total number of people in the same social media spaces

ROE of social media actions

- Visit

- Watch

- Download

- Read

- Play

- Donate

- Post comments

- Give feedback

- Vote-

Contribute ideas

- Become a fan- Friend- Follow

- Join- Discuss

- Create avideo, custom

message, tweet on behalf of

the University

.

Lowest to highest return on engagement

EngageContribut

eParticipat

e Create

http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

Basic and free monitoring toolsIndexed by Google, Google Alerts:

http://www.google.com/alerts

Tagged by Delicious of Flickr, Create Keyword RSS feeds:

http://www.delicious.com, http://www.flickr.com

Blog comments, Backtype

http://www.backtype.com/home/alerts

More tools

Free tools

oneforty.com/wp-content/uploads/.../social-media-monitoring-high.pdf

Questions?