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Giving New Meaning to the Word “Community:” Marketing Valencia in the Digital Age
Giving New Meaning to the Word “Community:”
Marketing Valencia in the Digital Age
Marketing then.
Passive.
Marketing now.
Social.
Social Media Social Media / Social Networks / Web 2.0
The conversations that occur on line.
It involves listening, engaging and evaluating.
There are two ways for understanding Social Media:
Social Media connects people to people.
Social Media connects people to content created by other people.
Social Media vs. Social Networking
What’s the difference?
Social Media are tools for sharing and discussing information.
Social Networking is the use of communities of interest to connect to others.
Social Media vs. Social Networking
Social Media vs. Social Networking
You can use Social Media to facilitate Social Networking. !
Or, your can network by leveraging Social Media.
Social Media
What does it all mean for marketing, building relationships, and telling Valencia’s story?
How can we use these tools to build connections and enhance student experience? !!
Why should we join in?
A successful fisherman must be where the fish are.
The goal for a brand in social media has to be:
Be where consumers are.
Once you are there listen, interact and learn from them.
After that you'll be able to engage them.
The 3 F’sThe 3 F's allow you to socialize and humanize your brand.
FOLLOWERSFRIENDSFANS
The 3 F’s are:
The 3 F's add transparency and dimension to your brand.
The 3 F's allow you to socialize and humanize your brand.
It’s now a two-way conversation.
Communication
There are no more USERS.
There are PARTICIPANTS.
We are not talking at them... we are talking with them.
Social Media Revolutionhttp://www.youtube.com/watch?v=sIFYPQjYhv8
adapted from http://www.flickr.com/photos/gibbons/435852634/
This social media thing is kind of a big deal.
1,000,000,000,000 (one trillion) approximate number of unique URLs in Google’s index
2,000,000,000 (two billion)
very rough number of Google searches daily
$39.96
the average cost per click for the phrase “consolidation of school loans” in AdWords (source:! keyword tool)
adapted from http://www.flickr.com/photos/gibbons/435852634/
400 million active users
3 billion photos uploaded to the site each month
5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week
3 million active pages on Facebook
1.5 million local businesses have active Pages
20 million people become fans of pages each day
9,303,991,000+
number of Tweets to date by the way, this is already out of date(click here)
3,313,776
number of followers of the most popular Twitter user (@BarackObama) – but he’s not active
63%
percentage of Twitter users that are male (from Time)
684,000,000 the number of visitors to
Wikipedia in the last year
10,000,000 the number of total
articles in Wikipedia in all languages
2,695,205 the number of articles in English on Wikipedia
75,000 the number of active
contributors to Wikipedia
260 the number of languages articles
have been written in on Wikipedia
133,000,000 number of blogs indexed by Technorati since 2002
346,000,000 number of people globally who read blogs (comScore March 2008)
900,000 average number of blog posts in a 24 hour period
3.33 million RSS subscribers to TechCrunch (the most popular Technology blog - July, 2009)
77% percentage of active Internet users who read blogs
59% percentage of bloggers who have been blogging for at least 2 years
5:35+ Hours Per Person
Global Time Spent
Social Networking Rises 82%
Global consumers increased the amount of time they spent on social networking sites like Facebook and Twitter by 82% in December 2009 compared to December 2008
In December 2008, global consumers spent an average of 3+ hours on social networking sites.
That amount of time increased to more than 5 hours, 35 minutes one year later.
The Nielsen Company
Facebook surged to the number one position among social networks for the first time in May 2009 and continued its strong growth trajectory throughout the year, finishing with
112 million UNIQUE visitors in December 2009, up 105% from about 55 million visitors during 2008.
112 Million Unique Visitors
Facebook, Twitter Grow
Facebook Beats Text and Email
In one sign that it is truly becoming a dominant means of communication, a recent survey by Prompt Communications indicates that among a pool of 300 consumers in Boston, 96% of them use Facebook to communicate with friends and family on a regular basis.
While Facebook trailed the phone at 99%, it beat text messaging at 93% and email at 91%.
31 BillionOnline Video Viewing Reaches Record High
Google Sites continued to rank as the top US video property, accounting for 39% of all videos viewed online.
Google Sites delivered 12.2 billion videos viewed with YouTube.com accounting for nearly 99% of all videos
Objectives:What areas are enhanced through social media?
The Communications Challenge
Student Recruitment/Building Pathways
Academic Success
Faculty/Staff Relations
Public Relations/Community Engagement
Student Services
Brand Building
Loyalty Building
Donor Relations
Networking
Thought Leadership/Policy Influence
Political Support
Collaboration
Areas enhanced through social media:
Audiences:Who are we engaging?
Valencia Students
Prospective Students
Prospective Valencia Enterprises Students
Local Workforce Partners
Alumni
Valencia Faculty and Staff
Higher Education Colleagues
University Partners
Arts and Entertainment Patrons
Donors
Education and Governmental Leaders and Grant Funding Agencies
Middle and High School Counselors
News Media Editors/Reporters
We are engaging:
Message:In one simple sentence, what is our message to each audience?
Message:
“Valencia is an extraordinary, affordable college that helps students find success and our community to prosper.”
Donors:
“Invest in Valencia where your contribution impacts individual achievement and community advancement as nowhere else.”
Alumni:
“Stay connected and involved with Valencia to build your network.”
Workforce Partners:
“Working together we advance our community’s economic strength because your workforce is our student body.”
Corporate and Continuing Education:
“Valencia provides the continuing education, training and employee development you need, when you need it.”
The Social Networking universe can be overwhelming.
The Conversation Prism
theconversationprism.com
Social Media Strategy must integrate with our communication strategy.
http://www.flickr.com/photos/silvertje/3582297307/sizes/o/
Social Media Strategyat work.
Wordpress Valencia Foundation
Flickr Valencia Graphics
LinkedIn Valencia Alumni
SecondLife Valencia Virtual Campus
YouTube Valencia Campus
Facebook Valencia Foundation
Podcasting iTunes U @ Valencia
Twitter twitter.com/kencarpenter
GoToWeb WePapers - GoToWeb
LearnHub Valencia - Osceola Campus
Wikipedia Valencia Community College
We are already doing this. Here are just a few examples:
Measurable Goals
Increases in:
What do we want to achieve?
applicationsgivingattendance/season ticket salesmemberships in alumni associationtraffic to Valencia websitefavorable perceptionsnumber of “friends”influential bloggers linked to use-mail listsworkforce partners
1. Identify yourself in all interactions.2. Keep it conversational and brief. Ask questions.3. Be authentic. 4. Contribute something meaningful. 5. Admit mistakes and correct them.6. Don’t ignore criticism. Respond kindly and appropriately.7. Don’t censor posts or open dialogue will go elsewhere. 8. Monitor online communities for topics, trends and areas of
concern or interest for clues to where engagement can be meaningful.
9. Measure results and adjust efforts accordingly.10. Keep it fresh and update often.
Communication Guidelines
Valencia is in the process of launching 8 Facebook pages and Twitter accounts for our Workforce Development cluster areas.
Photography
Video
News releases
Blog content
Experts
Valencia is developing a blog-based news and resource site.
Valencia’s resource for:
You are the front line marketers.
We are your resource.
We are all doing this together.
Today, marketing is everyone’s job.
