Social Media: What Do We Know? What Should We Do?

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What you need to know to put social media to work for you. This CASE/New York Times Knowledge Network presentation examines how social media can impact applications and yield.

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<ul><li> 1. Social Media What do we know? What should we do? CASE /New York TimesKnowledge Network October 27, 2009 Robert M. Moore, Ph.D. Managing Partner</li></ul> <p> 2. What were talking about </p> <ul><li>Engagementvs. outreach </li></ul> <ul><li>UGC vs. institutional messaging </li></ul> <ul><li>Tall-grass prairie vs. English formal garden </li></ul> <ul><li>Social media provide a means ofparticipation , not a new channel for same-old push communications </li></ul> <p> 3. Ubiquity </p> <ul><li>96% of Gen Y have joined a social network </li></ul> <ul><li><ul><li><ul><li> and by 2010 theyll outnumber the baby boomers. </li></ul></li></ul></li></ul> <ul><li>More than 50% of 21-year-olds have created content for the web.</li></ul> <p> 4. Rapid rise </p> <ul><li>Social media now ahead of email in internet usage</li></ul> <ul><li>Achieving critical mass </li></ul> <ul><li><ul><li>Radio: 38 years to reach 50MM users </li></ul></li></ul> <ul><li><ul><li>TV: 13 years to 50MM </li></ul></li></ul> <ul><li><ul><li>Internet: 4 years to 50MM </li></ul></li></ul> <ul><li><ul><li>Facebook: 100MM users in less than 9 months </li></ul></li></ul> <ul><li>If Facebook were a country, only China, India, and U.S. would be larger </li></ul> <ul><li><ul><li>More than 1.5 million pieces of content are shared on Facebookdaily.</li></ul></li></ul> <ul><li><ul><li>More photo uploads on Facebook now than Flickr </li></ul></li></ul> <p> 5. Everybodys talking </p> <ul><li>Wikipedia has over 13MM articles </li></ul> <ul><li><ul><li> and its more accurate than Encyclopedia Brittanica. </li></ul></li></ul> <ul><li>Blog count: 200MM+ </li></ul> <ul><li>78% of consumers trust peer recommendations </li></ul> <ul><li><ul><li> only 14% trust advertisements. </li></ul></li></ul> <ul><li><ul><li> power of WOM. </li></ul></li></ul> <ul><li>First commercial text message: 1992 </li></ul> <ul><li><ul><li>Now, 7B per day. </li></ul></li></ul> <p> 6. The audience </p> <ul><li>Todays 21-year-olds have: </li></ul> <ul><li><ul><li>Watched 20,000 hours of TV </li></ul></li></ul> <ul><li><ul><li>Played 10,000 hours of videogames </li></ul></li></ul> <ul><li><ul><li>Talked 10,000 hours on the phone </li></ul></li></ul> <ul><li><ul><li>Sent/received 250,000 emails or IMs </li></ul></li></ul> <p> 7. The audience </p> <ul><li>Outside of school, todays average teen spends 6.5 hours/day with media: </li></ul> <ul><li><ul><li>33% on the web </li></ul></li></ul> <ul><li><ul><li>26% TV </li></ul></li></ul> <ul><li><ul><li>21% telephone </li></ul></li></ul> <ul><li><ul><li>15% radio </li></ul></li></ul> <ul><li>When average teen graduates, they have spent 11,000 hours in school </li></ul> <ul><li><ul><li> and 15,000 watching TV. </li></ul></li></ul> <p> 8. The new social commons </p> <ul><li>31B searches on Google every month. </li></ul> <ul><li>1 in 6 higher ed students are enrolled in online curriculum. </li></ul> <ul><li>For teens and tweens, email = talk to the hand. </li></ul> <ul><li>YouTube is the second largest search engine in the world </li></ul> <ul><li><ul><li>100MM videosand counting. </li></ul></li></ul> <p> 9. Apps and Yield Whats Working? 10. Survey says </p> <ul><li>89% of rising seniors visit social networking sites </li></ul> <ul><li><ul><li>Facebook and MySpace dominate </li></ul></li></ul> <ul><li><ul><li>70%+ visit at least once a day </li></ul></li></ul> <ul><li><ul><li>Primary rationale: staying in touch with friends </li></ul></li></ul> <ul><li>Only 18% use social media in college search </li></ul> <ul><li><ul><li>Exploration of fit most important </li></ul></li></ul> <ul><li>Social networking sites rank at the very bottom of information sources in inquiry and application stages. </li></ul> <ul><li><ul><li><ul><li><ul><li><ul><li>Student Poll </li></ul></li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li><ul><li>College Board/Art &amp; Science Group, January 2009 </li></ul></li></ul></li></ul></li></ul></li></ul> <p> 11. As for yield </p> <ul><li>Of 30 information sources, institutional Facebook/MySpace page ranks 28 th </li></ul> <ul><li><ul><li>9% very/somewhat influential </li></ul></li></ul> <ul><li>But , 6 of top 10 sources are WOM/personal </li></ul> <ul><li><ul><li>Parents, college friend, current student, alum, HS friend, faculty member </li></ul></li></ul> <ul><li>Social media, as contributors to WOM, are extremely powerful peer-to-peer and WOM tools. </li></ul> <ul><li><ul><li><ul><li><ul><li><ul><li>High Achieving Seniors and the College Decision </li></ul></li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li><ul><li>Lipman Hearne, October 2009 </li></ul></li></ul></li></ul></li></ul></li></ul> <p> 12. So what to do? </p> <ul><li>Monitor </li></ul> <ul><li><ul><li>Twitter, RSS feeds, tagging </li></ul></li></ul> <ul><li>Engage </li></ul> <ul><li><ul><li>As an individual, not an institution </li></ul></li></ul> <ul><li>Launch and listen </li></ul> <ul><li><ul><li>Engaged response positive and negative will be immediate </li></ul></li></ul> <ul><li>Observe and imitate </li></ul> <ul><li>Integrate </li></ul> <ul><li><ul><li>Part of a comprehensive strategy notthestrategy </li></ul></li></ul> <ul><li>Resource</li></ul> <ul><li><ul><li>People + skills + time = social media success </li></ul></li></ul> <p> 13. Integrating the media 14. Some Sites to Visit and Steal Ideas From 15. Carnegie Mellon </p> <ul><li>Great branded YouTube channel </li></ul> <ul><li>Content that begs to be shared </li></ul> <ul><li><ul><li>www.youtube.com/user/carnegiemellonu </li></ul></li></ul> <p> 16. Marquette University </p> <ul><li>Integrated campaign </li></ul> <ul><li>Focus on peer-to-peer dialogue for incoming students </li></ul> <ul><li>http://tinyurl.com/mufb2013 </li></ul> <p> 17. Keele University </p> <ul><li>Integrated Facebook, Twitter, RSS feeds </li></ul> <ul><li>Involving both prospective students and alumni </li></ul> <ul><li>http://twitter.com/KeeleUniversity </li></ul> <ul><li>http://www.facebook.com/event.php?eid=172067565725&amp;ref=nf </li></ul> <p> 18. San Diego State University </p> <ul><li>Social media as generator of story/institutional visibility </li></ul> <ul><li>http://arweb.sdsu.edu/es/admissions/ </li></ul> <ul><li>http://newscenter.sdsu.edu/sdsu_newscenter/news.aspx </li></ul> <ul><li><ul><li>http://www.facebook.com/group.php?gid=2366012258&amp;ref=search&amp;sid=571741716.325577468..1 </li></ul></li></ul> <ul><li><ul><li>http://www.youtube.com/view_play_list?p=C1FF5BD745210C76&amp;search_query=sdsu+living+on+campus </li></ul></li></ul> <p> 19. Olivet Nazarene University </p> <ul><li>A branded, segmented channel </li></ul> <ul><li><ul><li>http://www.youtube.com/user/OlivetNazareneU </li></ul></li></ul> <ul><li><ul><li>Not featuring the most popular selection </li></ul></li></ul> <ul><li><ul><li>http://www.youtube.com/watch?v=LLByTnNwico </li></ul></li></ul> <p> 20. University of California </p> <ul><li>Always room for a new idea </li></ul> <ul><li>http://bigideas.berkeley.edu </li></ul> <p> 21. Questions? 22. </p>