Fording the Social Media Channel

transcript

#mcs6#heweb12

Monday, October 8, 12

@plautmaayan

@MalloryWood

• Gooooooooooooooal setting• Ford the river with your wagon party • Timing, it is everything... and nothing• Your content arsenal• In 60 minutes or less...• Networks and Networking• Bunnies

Example

Goal: Use Facebook to impact recruitment.

Example

Goal: Use Facebook to impact recruitment.

SMART Goal: Increase interactions on Facebook with Class of 2017 students by 15% before January 1, 2013.

Examples of measurable objectives

• Increase followers by __%• Increase content sharing __%• Increase website traffic __%• Increase avg time on blog __%• Increase donations __%• Increase applications __%• Increase attendance at events by __%

http://mstnr.me/CASESMA2012Monday, October 8, 12

ROI = (Gains - Costs) / Costs

‣After 2 months you gained 500 new LIKES on FB.‣You spend 5 min a day posting, listening,

and managing your Page (that’s 310 minutes).‣You earn an annual salary of $45,000

(that’s equivalent to an hourly rate of $21.64 or 36 cents/minute)

[500 - (310*$.36)] __________________________

(310*$.36)

Cost per Follower

CASE STUDY

The Great Give - FSU

“The best thing we could do was reach out to members where they were and how they were communicating,” - Daniel Krueger, Assistant Director of Annual Giving

Admissions

Marketing and Communications

Students

Alumni

Work study and Interns

Alumni Relations

Res Life/Student Affairs

OnlineApparent

Transparent

Accessible

OnlineApparent

Transparent

Accessible

OfflineApparent

Transparent

Accessible

Photo by Joseph CarrMonday, October 8, 12

UWRightNow.wisc.eduMonday, October 8, 12

Results• 1,018 stories, photos, videos, tweets• Submissions from 50 states• Submissions from 66 countries• 14,000 unique visits to the site• Average time on page = 5 minutes• Mobile traffic = 20% of visitors • Site shared 8,000+ times on social networks

image of clock?

Photo by Petar Milošević - CC BY-SA 3.0Monday, October 8, 12

http://mstnr.me/TimingStudy

Twitter‣ 1:00 - 3:00PM ET Mon. through Thurs.‣ Avoid posting after 8:00PM.‣ Avoid posting after 3:00PM on Fridays.‣ Peak traffic times are 9:00 AM - 3:00PM ET Mon.

through Thurs.

Facebook‣ 1:00 - 4:00PM ET = highest click throughs.‣ Peak traffic time is Wednesday at 3:00 PM.‣ Avoid posting after 8:00PM and before 8:00AM‣ Wait to post until after 11:00AM

Twitter

‣ Tweets during "busy hours" (8:00AM - 7:00PM) receive 30% higher engagement than Tweets published outside that time frame.‣ Tweets containing less than 100 characters receive

17% higher engagement than longer Tweets.‣ Tweets with one or two hashtags receive 21% higher

engagement than those with three or more hashtags.‣ Tweet no more than 4 times a day.‣ Include images and links for highest engagement.‣ Suggest tweeting on weekends.

http://mstnr.me/BuddyMediaDataMonday, October 8, 12

Facebook

‣ Posts with 80 characters or less receive 23% higher interaction than longer posts.‣ Photo posts receive interaction rates 39% higher than

average. ‣ Do not post more than 7x a week.‣ When fans are asked to comment on a post, there is a

3.3x higher comment rate than when they are not asked to comment.‣ When fans are asked to share a post, the share rate is

7X higher than those posts not asking fans to share.

http://mstnr.me/BuddyMediaDataFBMonday, October 8, 12

Photo by Jan Mehlich - CC BY-SA 3.0

Photo by David Kelleher - CC BY-NC-ND 2.0Monday, October 8, 12

ResultsTwitter: 822 mentions, 263 new followers, and 871 website clickthrus (a 204% increase from 2010).

FourSquare: 308 people viewed the various check-in specials and 213 people unlocked the specials.

YouTube: 1 video submission with 250 views.Monday, October 8, 12

Social Media Calendar

In 60 minutes

or less.

Courtney MallamCoordinator, Print & New Media

Glendon Campus of York University

@CourtneyMallam Monday, October 8, 12

Megan BernierUniversity Writer

Saint Lawrence University

@msteverb Monday, October 8, 12

Donna TalaricoIntegrated Marketing Manager

Elizabethtown College

@donnatalarico Monday, October 8, 12

Ann WhiteFormer Web Communications Coordinator

Oklahoma Christian University

@annmwhite Monday, October 8, 12

Photo by HighEdWeb - FlickrMonday, October 8, 12

Hashtags to Track

#edUi#psuweb#sunycuad

#casesmc#higheredlive#cmgrchat

CASE RegionalsAmerican Marketing Association

Photo by HighEdWeb - FlickrMonday, October 8, 12

Mallory WoodDirector of MarketingmStoner, Inc.@MalloryWoodmallory.wood@mstoner.com

QUESTIONS?

Ma’ayan PlautSocial Media CoordinatorOberlin College@plautmaayanmaayan.plaut@oberlin.edu

Fording the Social Media Channel

Education