social media: what do we know? what should we do?
DESCRIPTION
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.TRANSCRIPT
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Social MediaWhat do we know? What should we do?
CASE/New York Times Knowledge Network
October 27, 2009
Robert M. Moore, Ph.D.Managing Partner
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2 What we’re talking about
• Engagement vs. outreach
• UGC vs. institutional messaging
• Tall-grass prairie vs. English formal garden
• Social media provide a means of participation, not a new channel for same-old “push” communications
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Ubiquity
•96% of Gen Y have joined a social network…
…and by 2010 they’ll outnumber the baby boomers.
•More than 50% of 21-year-olds have created content for the web.
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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 Facebook…daily. • More photo uploads on Facebook now than Flickr
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Everybody’s talking
•Wikipedia has over 13MM articles…• …and it’s 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.
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The audience
•Today’s 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
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The audience
•Outside of school, today’s 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.
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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 videos…and counting.
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Apps and YieldWhat’s Working?
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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 PollCollege Board/Art & Science Group, January 2009
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As for yield…
•Of 30 information sources, institutional Facebook/MySpace page ranks 28th
• 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 DecisionLipman Hearne, October 2009
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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 – not the strategy
•Resource • People + skills + time = social media success
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Integrating the media13
Content in Motion
FacebookUniversity launches “Our Houses” channel to aggregate stories/blogs/posts/videos about housing options. Alumni invited to post their residence hall memories. Students add tags and comments. Photos re-appear on their personal pages and in the feed.
University website Residence life page highlights living options, Survey probes accepted student preferences..
YouTubeStudent-made videos of house assets/personality re-posted to University YouTube channel and website.
TwitterRAs “tweet” about house activities., including link to student videos on YouTube. Post re-tweeted by alumni and posted to Facebook.
BlogsRAs write about their houses and comment on others’ blogs.. The feed s are reposted to Facebook pages.
Social BookmarkingStudents use social bookmarking tool on University site to share the story.
Resident Assistants (RAs) launch “my house” competition for incoming students.
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Some Sites to Visitand Steal Ideas From
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Carnegie Mellon
•Great branded YouTube channel•Content that begs to be shared
www.youtube.com/user/carnegiemellonu
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Marquette University
•Integrated campaign•Focus on peer-to-peer dialogue for incoming students
http://tinyurl.com/mufb2013
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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
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San Diego State University
•Social media as generator of story/institutional visibilityhttp://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
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Olivet Nazarene University
•A branded, segmented channelhttp://www.youtube.com/user/OlivetNazareneU
• Not featuring the most popular selectionhttp://www.youtube.com/watch?v=LLByTnNwico
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University of California
•Always room for a new idea
http://bigideas.berkeley.edu
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Questions?
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