Fording the Social Media Channel
#mcs6#heweb12
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@plautmaayan
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@MalloryWood
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• 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
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Example
Goal: Use Facebook to impact recruitment.
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Example
Goal: Use Facebook to impact recruitment.
SMART Goal: Increase interactions on Facebook with Class of 2017 students by 15% before January 1, 2013.
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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 __%
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http://mstnr.me/CASESMA2012Monday, October 8, 12
ROI = (Gains - Costs) / Costs
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‣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 $21.64 or 36 cents/minute)
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[500 - (310*$.36)] __________________________
(310*$.36)
Cost per Follower
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$3.48
Cost per Follower
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CASE STUDY
The Great Give - FSU
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“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
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Admissions
Marketing and Communications
Students
Alumni
Work study and Interns
Alumni Relations
Res Life/Student Affairs
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OnlineApparent
Transparent
Accessible
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OnlineApparent
Transparent
Accessible
OfflineApparent
Transparent
Accessible
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Photo by Joseph CarrMonday, October 8, 12
UWRightNow.wisc.eduMonday, October 8, 12
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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
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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
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‣ 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
‣ 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
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Photo by Jan Mehlich - CC BY-SA 3.0
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Photo by David Kelleher - CC BY-NC-ND 2.0Monday, October 8, 12
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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
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Social Media Calendar
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In 60 minutes
or less.
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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
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Photo by HighEdWeb - FlickrMonday, October 8, 12
Hashtags to Track
#edUi#psuweb#sunycuad
#casesmc#higheredlive#cmgrchat
CASE RegionalsAmerican Marketing Association
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Photo by HighEdWeb - FlickrMonday, October 8, 12
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Mallory WoodDirector of MarketingmStoner, [email protected]@mstoner.com
QUESTIONS?
Ma’ayan PlautSocial Media CoordinatorOberlin [email protected]@oberlin.edu
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