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