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GROWING YOUR SOCIAL MEDIA PRESENCE for Ringling College of Art and - PowerPoint PPT Presentation

Dec 04, 2022 •650 likes •1.48k views

GROWING YOUR SOCIAL MEDIA PRESENCE for Ringling College of Art and Designs Social Media Task Force 2.10.2011 photo credit: Layane C'Album on flickr work credit: Brendan Carroll, Francesco Giroldini. Music by Erez

  1. GROWING YOUR SOCIAL MEDIA PRESENCE for Ringling College of Art and Design’s Social Media Task Force 2.10.2011 photo credit: Layane C'Album on flickr work credit: Brendan Carroll, Francesco Giroldini. Music by Erez Koskas

  2. mStoner Doug Gapinski Creative Director

  3. I. The big picture II. Starting with strategy III. What are others doing? IV. What might you do?

  4. PROLOGUE “Fear is the mortal enemy of innovation, creativity and happiness.” —Alex Bogusky fearlessrevolution.com

  5. PROLOGUE “Ideas that spread, win.” —Seth Godin, Tribes

  6. DEFINITIONS

  7. Social media: web-based tools used for social interaction: blogs; Flickr; Youtube; Twitter; SCVNGR; Facebook

  8. Social networking: the interactions facilitated by social media which include commenting, sharing, ranking, posting, and so forth

  9. SOCIAL MEDIA IS CHANGING HOW PEOPLE BEHAVE.

  14. yelp.com

  15. yelp.com

  16. netflix.com

  17. amazon.com

  18. okcupid.com

  19. #ETHIC_FAIL

  20. SOCIAL MEDIA IS CHANGING HIGHER EDUCATION.

  21. collegeconfidential.com

  22. AWKWARD REALITIES

  23. ratemyprofessors.com

  24. DePaul University Alumni Association on LinkedIn

  25. insight.kellogg.northwestern.edu

  26. I. The big picture II. Starting with strategy III. What are others doing? IV. What might you do?

  27. SOCIAL MEDIA STRATEGY “The beginning is the most important part of the work.” —Plato

  28. Source: Rachel Reuben, “eRecruiting with Social Media and a Purpose”

  29. WEB TRENDS IN ADMISSIONS Big idea Strategy Funnel Fit Yield Problem solved or How do we do things How do we keep our In an age where we With students question answered that are real funnel large enough have more applicants applying to more institutional to be competitive? we know less about, schools, how do we changes–that aren’t how do we attract guarantee they take just marketing–to How do we maintain the right kind of a seat at our school? meet our admission quality information student for our goals? about our applicant institution? pool? Trends Institutional research Mobile solutions Branded sites 1 on 1 attention including mobile Robust analytics for applications Branded mobile Personalization web assessment Paid search / SEO Social media Social media High school teacher / counselor Transaction design First year experience Portals engagement such as forms Integrated marketing College fairs Routing design Analytics to help Shared applicant measure who you pools should be most focused on

  30. SOCIAL MEDIA STRATEGY Are most institutions providing content that adds value for prospective students?

  31. Growth of social media in college and university admissions growth of social media for admissions according to NACAC

  32. EXPECTATIONS VS. DELIVERY

  33. Social media desired by prospectives vs. provided by admissions offices from Abe Gruber’s Social Media in Undergraduate University Admissions

  34. Social media importance ranking: admissions vs. prospective students from Abe Gruber’s Social Media in Undergraduate University Admissions

  35. WHAT DO PROSPECTIVE STUDENTS RESPOND TO?

  36. What do prospective students respond to on Facebook? Source: Varsity Outreach

  37. Social media: prospective students expectations (from Abe Gruber)

  38. Alumni preferred content: survey results from Emory Alumni accomplishments 64% Career & professional dev. 51% Initiatives around the world 50% Emory faculty / research 49% My school news / activities 44% Current student news 33% Photographs & slide shows 28% Emory arts 24% Ways to support Emory 11% From: “Getting Social: The Emory Alumni Association Online”

  39. TAKEAWAY: PROVIDE CONTENT YOUR AUDIENCE WANTS

  40. STEPS FOR STRATEGY SUCCESS I. Purpose / Goals: What are you trying to accomplish? Why? II. Inventory & Assessment: What assets do you already have? What are your competitors doing? III. Frameworks: What are appropriate practices, policies, content parameters, and technology? IV. Natural Supporters: Who will help support? Who is already interested in this? V. Measurements and Benchmarks: What does success look like? Source: Steve Bennett

  41. I. The big picture II. Starting with strategy III. What are others doing? IV. What might you do?

  42. TALKING TO INDIVIDUALS

  43. twitter.com/mtholyoke

  44. flightoftheflyers.com

  45. flightoftheflyers.com

  46. HIGHLIGHTING WORK & OUTCOMES OF INDIVIDUALS

  47. www.scad.edu/connect

  48. risd.edu and integrated social media

  49. calarts.edu

  50. calarts outcome-oriented facebook page

  51. mica.edu

  52. twitter.com/mica_news

  53. ORGANIZING EVENTS

  54. Hofstra Law School on facebook

  55. AGGREGATING CONTENT TO SHOW VIBRANCE & ACTIVITY

  56. www.scad.edu/connect

  57. nmhschool.org/nmhbook social media aggregator

  58. saic.edu

  59. be.umbc.edu destination for student-generated content

  60. Trinity College

  61. Cautious Moderate Lenient

  62. I. The big picture II. Starting with strategy III. What are others doing? IV. What might you do?

  63. COMMIT TO MORE DEDICATED STAFF TIME FOR SOCIAL MEDIA

  64. PLAN CAREFULLY

  65. Monday Tuesday Wednesday Thursday Friday Theme: Question Facebook feature Sharing stories Women’s Equality Day Soldiers and Families online LOE: Strategic Environment Equip and Train Equip and Train Strategic Environment Soldiers & Families Flickr: Pull 3-5 photos from various sitesPull 3-5 photos from various Pull 3-5 photos from various Pull 3-5 photos highlighting Pull 3-5 photos highlighting sites sites women in the Army Military Families Photo of day: “Convoy Fights off Insurgent “The Wall Hanger” “In the Early Morning Light” “Don’t Look Down” 6,086 Soldier/Family Oriented Ambush” 6,075 total views 7,373 total views 3,888 total views total views Facebook: #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day #1: #2: Question: “Army #2: Highlight “Ft. Benning” #2: G/8 Video (Army #2: Women in Army History #2: Family Tour BCT Inspiration” (over 1,330 #3: Promote Army Videos Modernization) (army.mil/women) (army.mil feature) #2: comments) on iTunes #3: Promote Women’s #3: Personality Profile of #3: Question: Improvements #3: Birthplace of National Guard Equality Day Women Soldier in supporting Military Family #3: (army.mil) Tweets: #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day #2: Trivia: 1 st Women #1: #2: Trivia:7 Core Values (over 10 #2: Cross-promote “Ft. #2: Cross-promote Army #2: Cross-promote Army.mil responses) Benning” Modernization Video Generals? feature story #2: #3: Question: “Army #3: Promote Army Videos #3: Promote Women’s #3: Shout-out to Female #3: Question: Improvements Inspiration” (over 25 responses) on iTunes Equality Day Soldiers (about 20 in supporting Military Family #3: responses) “To Protect & Defend”-Army Army Blog Feature Bloggers Roundtable Personality Profile Photo Slideshow of “Welcome Blog: Inspiration (Army Technology) (Unmanned Aircraft Sgt. Tyronda Dorsey Home” Celebrations Systems) (over 1650 FB shares) STAND-TO! Pain Management Soldier Athlete Initiative Comprehensive Soldier Women’s Equality Day Army’s Land War Net Fitness Goal: To educate & engage with To promote external Army To inform Soldiers & To inform/educate audience To engage Military families audience initiatives & to inform audience of advances in on Women in Army History audience Army technology Measure of FB: 3 posts; 629 likes, 120 FB: 3 posts; 615 likes, 138 FB:3 posts; 1105 likes, 163 FB: 3 posts;1133 likes, 131 FB: 3 posts; 850 likes, 175 Effectiveness comments (aver. per post) comments (aver. per post) comments (aver. per post) comments (aver. per post) comments (aver. per post) Twitter: 4 tweets; 42 re-tweets Twitter: 3 tweets; 47 re- Twitter: 3 tweets; 50 re- Twitter: 4 posts; 51 re- Twitter: 3 tweets; 56 re- Blog: 3148 page views tweets tweets tweets tweets Blog: 3190 page views Blog: 3,563 page views Blog : 3,010 page views Blog: 4,392 page views Source: “5 day social media strategy template” by U.S. Army on Slideshare

  66. 2008 to 2009 2020 In-state dominance To global preeminence 50% Florida 25% Florida 45% National 25% National 5%International 25% International

  67. FIND INTERNATIONAL PROSPECTIVES AND TALK TO THEM ONE ON ONE

  68. twitter.com/mtholyoke

  69. MAKE IT ABOUT THE OUTCOMES

  70. DESTROYING THE MYTH OF THE STARVING ARTIST

  71. twitter.com/mica_news

  72. TAKE IT TO THE PROGRAM LEVEL

  73. risdceramics.blogspot.com

  74. www.scad.edu/connect

  75. CONSIDER PRIVATE COMMUNITIES FOR YIELD

  76. MAKE IT FUNNY!

  77. search “old spice parody byu” on youtube

  78. search “midd kid” on youtube

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