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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  • 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

3. Ubiquity

  • 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?

  • Monitor
    • Twitter, RSS feeds, tagging
  • Engage
    • As an individual, not an institution
  • Launch and listen
    • Engaged response positive and negative will be immediate
  • Observe and imitate
  • Integrate
    • Part of a comprehensive strategy notthestrategy
  • Resource
    • 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
    • www.youtube.com/user/carnegiemellonu

16. Marquette University

  • Integrated campaign
  • Focus on peer-to-peer dialogue for incoming students
  • http://tinyurl.com/mufb2013

17. Keele University

  • Integrated Facebook, Twitter, RSS feeds
  • Involving both prospective students and alumni
  • http://twitter.com/KeeleUniversity
  • http://www.facebook.com/event.php?eid=172067565725&ref=nf

18. San Diego State University

  • Social media as generator of story/institutional visibility
  • http://arweb.sdsu.edu/es/admissions/
  • http://newscenter.sdsu.edu/sdsu_newscenter/news.aspx
    • http://www.facebook.com/group.php?gid=2366012258&ref=search&sid=571741716.325577468..1
    • http://www.youtube.com/view_play_list?p=C1FF5BD745210C76&search_query=sdsu+living+on+campus

19. Olivet Nazarene University

  • A branded, segmented channel
    • http://www.youtube.com/user/OlivetNazareneU
    • Not featuring the most popular selection
    • http://www.youtube.com/watch?v=LLByTnNwico

20. University of California

  • Always room for a new idea
  • http://bigideas.berkeley.edu

21. Questions? 22.