Post on 25-Dec-2015
mark a greenfield
Join the ConversationSocial Media in Higher Education
markgr.com/collegeboard
Mark Greenfield
Higher ed web professional, consultant, keynote speaker, futurist, uwebd overlord,
lacrosse coach, tennis player, music lover, dog rescuer
markgr.com
twitter.com/markgr
delicious.com/markgrwww.linkedin.com/in/markgr
All material in this presentation, including text and images, is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
Web Strategy Services
Mark A. GreenfieldAssociate Consultant
www.noellevitz.com
Defining Social Media
spaces on the internet where people came to exchange content
Dialogue, not Monologue
Marketing 2.0
Million dollar TV ads are no longer the king influencer of purchase intent
People referring products and services via social media tools are the new king
“The arrival of the Net Generation means
that many of marketing’s fundamental tenets
must change”
78% of consumers trust peer recommendations14% trust advertisements
don’t just work on your brand
work on your reputation
Why Social Media Matters
why does your college have a website?
why does your college have a website?
to build and sustain relationships
Lifetime Value of a Customer (Student)
All material in this presentation, including text and images, is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
What social media resources do they use?
Facebook 74%YouTube 59%MySpace 33%None 9%Twitter 8%
2010 E-Expectations Survey
All material in this presentation, including text and images, is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
Should colleges create a presence on social networks or communities to promote their programs?
Yes 74%
No 23%
Don’t know 3%
2010 E-Expectations Survey
All material in this presentation, including text and images, is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
Should colleges create their own private social networks?
Yes 76%
No 22%
Don’t know 2%
2010 E-Expectations Survey
All material in this presentation, including text and images, is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
80% are looking for both official and unofficial content
2010 E-Expectations Survey
the fundamental problem is that it is hard
to quantify the value of a relationship
the most important value of social media
is what happens because of it
What is the ROI of a Handshake?
Strategies
Four Keys to Social Media Success
Four Keys to Social Media Success
1. Authenticity
Four Keys to Social Media Success
1. Authenticity
2. Transparency
Four Keys to Social Media Success
1. Authenticity
2. Transparency
3. Cede control
No matter how compelling a technology or potential relationship might be, in the face of an immovable mass called company culture .. any digital strategy will fail
Four Keys to Social Media Success
1. Authenticity
2. Transparency
3. Cede control
4. Integrity
Strategies
know what problem you are trying to solve
focus on the relationshipsnot the technology
• People
• Objectives
• Strategy
• Technology
P.O.S.T.
identify your promoters
policies and guidelines
Dooced
"getting fired for something you've written on your website"
My advice to you is BE YE NOT SO STUPID
Common sense is not so common
- Voltaire
if you delete a Facebook wall post
have you violated someone’s 1st amendment rights?
3 Types of Policies/Guidelines
1. Social Media Policies (legal)
2. Social Media Guidelines (best practices)
3. Community Policies
crisis planning
beware of the creepy treehouse
All material in this presentation, including text and images, is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
67% say it is ok for an admissions counselor they’ve been working with to connect with them through social media
2010 E-Expectations Survey
Looking Forward
The Mobile Web
Mobil as the 7th mass media channel is as different from the Internet as TV is from radio
Concluding Thoughts
To be is to communicate - Mikhail Bakhtin
social media needs to become part of the
organizational DNA
it’s not about your web siteit’s about your web presence
think contribute, not control
Thank You
mark a greenfield
markgr.comtwitter.com/markgr
delicious.com/markgr