mark a greenfield

Join the ConversationSocial Media in Higher Education

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Mark Greenfield

Higher ed web professional, consultant, keynote speaker, futurist, uwebd overlord,

lacrosse coach, tennis player, music lover, dog rescuer

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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

United Breaks Guitars

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)

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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

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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

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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

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