#eduweb preso- how to use social media to increase engagement
DESCRIPTION
Presentation given by @kfcutler and @marcelmedia at #eduweb 2011TRANSCRIPT
Full-service online + interactive marketing firm
Presented to:
How To Boost Student Interaction
with Social Media
EduWeb 2011
Agenda
8/2/2011 2
Intro
•About Marcel Media
•Meet Kelly Cutler
•Video
•What is Education 2.0
Education 2.0 Tools
•YouTube
•Blog
Social Media in Education
•Social Media Innovators
•Social Media Measurement
•Social Media Resources
•Questions?
8/2/2011 3
About Marcel Media
Marcel Media is a certified Google partner and a full service,
interactive marketing agency specializing in Search Engine Marketing
and Social Media.
We provide creative and customized marketing solutions such as Pay
Per Click (PPC), Search Engine Optimization (SEO), Interactive
Facebook Applications, Conversion Optimization, Website
Development and Web Analytics.
@marcelmedia
Facebook.com/marcelmedia
www.marcelmedia.com/blog
About Kelly Cutler
Kelly Cutler is the CEO of Marcel
Media, a Google Certified
interactive marketing firm
specializing in Search Engine
Marketing.
Kelly’s achievements include serving
as the first woman president of the
Chicago Entrepreneurs’ Organization,
instructing at the University of
Chicago and DePaul University, and
speaking on industry topics across
the country.
And two kids.
8/2/2011 4
/in/kellycutler
@kfcutler
Viral Education 2.0
8/2/2011 5
http://www.youtube.com/watch?v=nX8LTMf_c8Q
Education 2.0 is an integrated, online approach to teaching, learning and
communicating with your academic community.
Integrating social media into your marketing strategy can provide
prospective and current students with well-rounded sense of your college,
its programs, students and campuses.
What is Education 2.0?
8/2/2011 6
• Attract Prospective Students
• Emergency Notification
• Create a Dialogue with Students
• Showcase School Culture
• Build an Online Community
• Real-Time Feedback
• Reputation Management
Education 2.0 Benefits
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Education 2.0 Tool Kit
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Twitter provides an easy outlet for daily interaction with
students, alumni and parents of students.
Tweets are a great way to provide hyper-localized information
About social activities, and programs students can attend through
the university.
Your school can offer a range of college news, well wishes,
announcements, student congratulations and retweets of positive
messages, pictures and videos.
8/2/2011 9
San Diego State University
EduTweets
8/2/2011 10
Kansas State University
EduTweets
8/2/2011 11
Your college Facebook page can act like a gateway to
other social media streams, with news, pictures, videos and posts
from your school blog.
Examples of Content:
• Calendar reminders
• School functions, sporting events, award ceremonies
• Guest speakers and lectures
• Celebrations
• Helpful resources for new students
• Academia announcements
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Facebook Apps for Colleges & Universities
• Set the tab as the Facebook Welcome Page.
• Fan-gate the page to help increase “likes”
• Incentivize referrals and users can win money towards tuition or a gift
card if their referral signs up.
• Promote the “share” functionality that allows visitors to post this app
page to their personal Facebook wall and newsfeed.
• App also allows users to send the application to their personal
contacts through direct Facebook messaging (new feature).
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A study by Pearson showed that video was most useful social
media tool for educational purposes. The platform provides
prospective students, current students, alumni and their families
with fun and informational clips about campus life. www.pearson.com
YouTube is a great channel to deliver messages from staff and
faculty, student profiles, events and more to all your different
audiences.
Video
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A blog provides students with an audience they could never
find within the four walls of a classroom. It also gives your school a
platform for longer editorial articles about the community, student
population and college, with the potential for select student
involvement. Create a program that encourages students to submit
posts that are information or editorial in nature, tips, pics and
videos.
Blogging
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Social Media Innovators
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Tufts maintains a handful of other Twitter feeds, like @TuftsUniversity and
@TischLibrary. (twitter.com/TuftsUniversity)
Students interested in the school can join the Tufts Facebook
group, which is moderated by more than two dozen students and
also provides links to a variety of student and administrator blogs.
The university has an entire site dedicated to Web 2.0 tools
like wikis, podcasts, conferencing, and more.
(http://socialmedia.tufts.edu/)
Tufts University
8/2/2011 17
The Twitter feed of Johns Hopkins University (twitter.com/JohnsHopkins)
is packed with tips on everything from dining, nightlight, and academia, to
money-saving deals on Windows software.
Twenty current students are official bloggers for the Hopkins
Interactive hub, which also presents student profiles, videos, and
discussion forums.
List of all social media sites
http://webapps.jhu.edu/jhuniverse/about_johns_hopkins/social_media/
Johns Hopkins University
8/2/2011 18
Johns Hopkins Facebook Page for prospective students.
Facebook.com/johnshopkinsuniversity
8/2/2011 19
Yale does a great job of tweeting about its string of famous speakers:
• Queen Rania Al Abdullah of Jordan
• Bishop John Rucyahana of Rwanda
• NBC's Tom Brokaw
• Chef Jacques Pepin
The school also links to its own compelling research on topics like cancer,
as well as their section for students, "Why I Chose Yale.“
Yale
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This school tweets to help nontraditional students learn about
education options. This is a school that really knows how to
connect with each student. (twitter.com/everest_college)
Their online chat option on the website allows prospective
students to connect with a person in real time and get their
questions answered about academic programs and opportunities.
www.everest.edu
Everest
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Social Media Measurement
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• Recruiting
• Full Time Students
• Continuing Education
• International Students
• Student Services
• Provide Customer Service
• Financial Aid
• Admissions
• Alumni
• Keep in touch with your graduates and provide them updates on events, fundraising opportunities, and upcoming news and developments.
What Are Your Schools Social Media Goals?
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1. Understand Your Metrics - A conversion can consist of a mailing
list or an RSS subscriber, a user signup, or a phone call.
2. Identify Benchmarks
• Facebook likes
• Retweets
• Content Shares
• Reblogs
• Links back
• Comments
• Time spent on page
• Average page views per visitor
• Followers
• @mentions
How to Measure Your Social Media Success
8/2/2011 24
Google’s Social Tracking - This new Analytics feature allows you to track
social interactions on your website, your blog or on your Facebook fan page.
These actions include the Twitter button and the Facebook Like, Unlike and
Send actions.
These Social Plug-Ins are Supported
• Facebook Like, Unlike, Send
• Twitter (only via the “official” Tweet button, not Tweetmeme)
• Google +
Using Google Analytics to Track Social ROI
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Social Media Resources
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• Klout - klout.com
• Twitalyzer - twitalyzer.com
(Integrates well with Google Analytics and link tracking tools like bit.ly)
• Hashtags.org - http://hashtags.org
• Social Mention - www.socialmention.com
• HootSuite - Hootsuite.com (provides monitoring and auto responders)
• PeerIndex - http://www.peerindex.net (Uses an algorithm to map out the
social web)
Social Media Resources for Education Marketers
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Kelly Cutler
LinkedIn.com/kellycutler
Twitter.com/kfcutler
www.marcelmedia.com/blog
Thank You!
Questions?
8/2/2011 28