Maryville University Social Media Plan Presented by Deb Shearer Andrea Miller Brad Inman Brian...
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Transcript of Maryville University Social Media Plan Presented by Deb Shearer Andrea Miller Brad Inman Brian...
Maryville UniversitySocial Media Plan
Presented byDeb Shearer
Andrea Miller
Brad Inman
Brian Hoffman
Maryville UniversitySocial Media Plan
The Task: Provide recommendations to Maryville
University on the various channels of social media and social media campaigns that would be appropriate to help foster increased engagement with Maryville’s students, alumni, faculty, prospective students and the community.
Key Research Findings Prospective Students
9 of 10 college-bound students visit social networking sites 61% use the sites to communicate with classmates about
homework and other academic purposes 22% looked for college pages on social networking sites
18% used those sites to gather information or impressions about schools they are considering searched to see if they knew anyone at the school looked for comments about the schools looked for student groups and clubs looked at pictures of students looked for information on fan pages
Key Research Findings Prospective Students
SNS is not a primary method of effective marketing communications tool for prospective students.
Compared to other sources SNS has little impact on interest in colleges.
In-person campus visits and individual college web sites were equal in their influence on interest in colleges (88%)
Any use of SNS in enrollment marketing should focus on nuanced personal social connections, not pitches.
A Pew Internet study in 2006 found that teens ranked e-mail last in their choice of means to communicate daily with friends.
Key Research Findings Other Institutions on Facebook
Facebook Fans
Percentage of
enrollment
Maryville 724 24%
Webster University 232 4%
Fontbonne University 436 15%
Lindenwood University 1,436 15%
University of Missouri – St. Louis 423 3%
University of Missouri - Columbia 60,742 196%
Key Research FindingsStudy
Authors Lit er at ure Focu s St rat egy Res ul t s Th ings t o Tak e Aw ay
Art & Scien ce Group LLC
Market I nt elligenc e for S ocial Mark et ing use b y colleges an d un iv ers it ies for recruitm ent of incom ing fre shm en
Surve y o f senior regist ra nts for t he SAT – Sent to rand om samp le of 34 ,000 regist ra nt s vi a e-ma il. 9 60 responses
• SNS impac t on interes tin college s i s very lo w(1 9%)
• 64% said a frien dinvitatio n from a university woul d ma kethem loo k mor eclosely at th e school
• Colleg e websites ar esec ond only t o campu svisits i n influencin ginteres t i n colleges
• Colleg e websites ar esec ond only t o campu svisits i n influencin ginteres t i n colleg es61% use SNS t ocommunicate wit hclassmates fo rhomework a ndacademic purposes
• Direct Marketin gthroug h SNS may b ecounter productive
• Use o f SNS i n colle geenrollmen t shoul dfocu s on nuance dpersona l socia lconnections.
Hesel, Art & Scienc eGro up LLC
Differences betwee nColleg e user s andnon-users of SNS
Surve y of wired, 1 st ye ar student sat Universit y o fIl linois-Chicago
Pattern s of SNS us e(choice o f site, frequenc y
and intensit y of us ) estrongly bas ed o nethnicity a nddemographics.
Faceboo k fa r outpace sothe r social networki ngsites i n use an dacceptance
Carton, IDF ive
Social Media an dCollege Recruitment
Summary ofresearch on electroni c medi ausage by teen .s
• Teens are “multi-channel Sup erCommunicators”
• Amo ng teens E-mai l i srank ed last amo ngseve n communicatio ntools a s the preferr edchoice
E-mai l i s th e last cho icefo r communication amo ngteens. (Pew Researc h20 0 6)
Key Research Findings
Study Authors
Lit er at ure Focu s St rat egy Res ul t s Th ings t o Tak e Aw ay
Lavrusik, Columbi a Unive rsit y
Unive rsit y u se of Social Medi a for publ ic a ffa ir s
Ana ly sis o f un iv ers it ies an d coll eges an d t he va r ious w ays th ey are u sing social me dia f or pub li c aff ai rs
• Showcasin g Student & Faculty work • Faceboo k Office Hours • Customiz ed car eersocia l network s fo rstudents and alumn .i
Reuben, Rache l(20 0 8)
Th e Use of Socia lMedia i n Hig herEducation f orMarketing a ndCommunications
Surve y of 1 48 college an duniversit y staf fabout thei r socia lmed ia use
Primary concerns abo utsocial media use in hig hereducation: 1. Loss of control 2. Time commitment 3. Information overload
• “Best Practices” suggestion s for managin gprimary concerns • Focus o n socia l medi afo r curren t students an dalumni • Majority o f focus fo rprospectiv e studen tsshould b e strengthenin gth e experience o n t heofficial website.
Key Research FindingsMaryville Students
Maryville Students Age Demographics
Age FT PT Total<18 7 96 103
18-19 674 21 69520-21 622 30 65222-24 313 140 453 190325-29 89 247 33630-34 19 210 22935-39 18 161 17940-49 21 250 27150-64 6 108 114
65+ 1 1 2260
Key Research FindingsMaryville Students
Maryville University Technology Survey 2008Respondents: 35% Undergraduate residents 38% Undergraduate commuters 18% Weekend and evening students 12% Graduate students 24% of respondents were Nursing Majors 22.4% of respondents indicated Other as major
50% of those were Physical Therapy Majors
Key Research FindingsMaryville Students
Maryville University Technology Survey 2008 When looking at schools, did the website play a
role in your decision to attend Maryville? 74% no Comments overwhelmingly indicated that
prospective students had visited the site before making their decision
This is consistent with other research by Art & Science Group, LLC.
Key Research FindingsMaryville Students
Maryville University Technology Survey 2008 How do your professors use technology as a
learning tool? Professors understand technology and it is fully
integrated into my class 34.4% Professors believe that technology can be a
useful tool and they encourage students to use it. 50.3%
Professors treat technology as optional for their classes 13.6%
Professors do not understand technology and do not use it 1.8%
Key Research FindingsMaryville StudentsMaryville University Technology Survey 2008
What is the biggest challenge to classroom technology? My professors don't know how to use it 25.8% My professors won't use it 11.4% Our classrooms are not outfitted with technology
14.8% Technology isn't useful to my
course of study 4.7% Technology is outdated 6.1% Technology is fully integrated into my curriculum -
there are no obstacles 37.2%
Key Research FindingsMaryville StudentsMaryville University Technology Survey 2008
Please select the one technology tool that you DO NOT currently use or have at your disposal, that you most want and believe would be most useful in your studies Online chat with professor 45.7% Web conferencing 13.9% 11.7% indicated Other – comments generally
referred to improvements to or more utilization of D2L.
Key Research FindingsMaryville StudentsMaryville University Technology Survey 2008
What new capabilities would you like to see in IT? Majority of responses referred to expanded use of
D2L and/or integration of D2L, E-mail and AccessMU.
List up to 3 technologies that are unavailable or underdeveloped D2L 32 Printing 20 Web Conferencing 11 SMARTBOARD 9
Key Research FindingsMaryville Students
Maryville University Technology Survey 2008 If your institution could communicate in any form
which would you choose? E-mail 77.3% Text messaging 14.8% No preference 2.2% Paper mail 1.7% Instant messaging 1.5% Other (please specify) 1.5% Personally authenticated
web site (portal, e.g. Facebook) 0.9%
Key Research FindingsMaryville StudentsSocial Media Attitudes Survey - 2010
Respondents Survey sent via e-mail to approximately 3,500
students. 352 survey responses
Key Research FindingsMaryville StudentsSocial Media Attitudes Survey - 2010
Are you a full-time student (taking at least 12 credit hours) or a part-time student (taking less than 12 credit hours).
full-time student (taking atleast 12 credit hours)
part-time student (taking lessthan 12 credit hours)
What is your gender?
Male
Female
Age of Respondents
Mean 26
Median 22
Mode 21
Key Research FindingsMaryville StudentsSocial Media Attitudes Survey - 2010
Key Research FindingsMaryville StudentsSocial Media Attitudes Survey - 2010
Do you use social media as a means of getting any of the following? (Check all that apply)
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
informationabout eventsand activities
the latestnews
keep incontact with
friends
network withfellow
professionalsand co-workers
Other (pleasespecify)
What information would you like to receive from Maryville through social media? (NOT email) Please check all that apply
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
100.0%
schoolclosing
sports arts &culture
studentsocial
activities
photos ofcampus
life
academicresources
Other(pleasespecify)
Key Research FindingsMaryville StudentsSocial Media Attitudes Survey - 2010
1 2 3 4 5Rating
AverageResponse
Count
57 37 97 75 40 3.01 306306answered question
Please rate how much you agree with the following statement: I would like Maryville University to communicate with me through social media. (non-email messages) 1=Strongly Disagree, 2=Slightly Disagree, 3=Neutral, 4=Slightly Agree 5=Strongly Agree
Answer Options
Rating Scale
Strongly Agree - Neutral 212
Strongly Disagree - Neutral 191
Tradition and TransformationMaryville’s Strategic Plan for 2014Adopted January 2008
Theme One: Define and Proclaim the Maryville University Story Goal One:
Develop the brand and communicate the Maryville promise.
Identify the promise of the University, illustrated through the stories of the institution and its people.
Strengthen our presence on the Internet as the primary tool for delivering the Maryville University story.
RecommendationsTheme One, Goal One
Identify the promise of the University, illustrated through the stories of the institution and its people. Enhance Maryville.edu to be more dynamic and engaging
Add Facebook, Twitter, Maryville Blog and Maryville Memoirs links on Maryville.edu Home Page
Add more photos Frequently change pictures of student/faculty interaction and
involvement Capitalize on current Blogs, Facebook and Maryville.edu
Make Maryville Blogs more accessible Highlight stories of students, faculty and alumni accomplishments
Maryville Memoirs Social Networking Site
RecommendationsTheme One, Goal One
Strengthen our presence on the Internet as the primary tool for delivering the Maryville University story. Expand use of Facebook
present weekly information about campus events and activities Increase fan base of current students on Facebook.
Post periodic offers of prizes and rewards to the first students to respond to a Facebook status update.
Create a Facebook application to help students, faculty and alumni with organization, productivity, money, communication and social life. 25 Facebook apps perfect for online education Campus Grotto - Best facebook apps for college
RecommendationsTheme One, Goal One
Strengthen our presence on the Internet as the primary tool for delivering the Maryville University story.
Add links on Maryville.edu’s home page Maryville Facebook Page Maryville Twitter Maryville Blogs Maryville Memoirs
Maryville Memoirs Social Networking Site for current students, alumni and faculty.
Tradition and TransformationMaryville’s Strategic Plan for 2014Adopted January 2008
Theme One: Define and Proclaim the Maryville University Story Goal Two: Develop a culture of communication that
uses internal and external vehicles to inform, share stories and celebrate.
Strengthen relationships with alumni to help them become informed and engaged members of the University community.
RecommendationsTheme One, Goal Two
Strengthen relationships with alumni to help them become informed and engaged members of the University community. Notify alumni that they can follow Maryville on Facebook and
Twitter Use Linkedin, e-mail and postcards
Establish a separate Facebook page for Alumni Maryville Mentors Alumni who are willing to respond - via Facebook - to current
students about a profession or major Maryville Memoirs Social Networking Site for alumni, student and
faculty
Tradition and TransformationMaryville’s Strategic Plan for 2014Adopted January 2008
Theme Two: Create an Engaging Campus Culture Goal Three:
Promote faculty development focused on new pedagogies, externally peer-reviewed scholarly activities, teaching excellence, the integration of liberal and professional learning and assessment strategies.
Develop and implement a plan that strengthens and promotes academic innovation.
RecommendationsTheme Two, Goal Three Develop and implement a plan that strengthens and promotes
academic innovation. Maryville uses Desire2Learn version 8.4.2 (D2L). An analysis of various
Learning Management Systems indicated that this product compares very favorably with similar products such as Blackboard.
Many functions that are available with the software are not currently being utilized at Maryville. Student created discussions Shared discussions across courses Shared student content Online journaling and notes Chat Whiteboard Calendar Bookmarks
RecommendationsTheme Two, Goal Three Develop and implement a plan that strengthens and promotes
academic innovation. Expand functionality of D2L
Mandate use of D2L by faculty. Provide instruction and education to faculty to encourage expanded use of
D2L. Require all grades throughout the semester to be posted on D2L, not just
the final course grade.
Encourage student use of D2L Allow student initiated discussion on D2L for collaboration. Improve integration between D2L and Maryville e-mail system.
The student/alumni mentoring Facebook page could also be used to promote and encourage professional development
Use Facebook for professor office hours
Evaluation Monitor Facebook fan count, comment volume/
responses to posts. Facebook Grader Monitor Maryville.edu traffic through host control panel.
Results can be published on Maryville.edu if desired. Monitor Maryville Memoirs for new memberships and
traffic. Repeat the Maryville Social Media and Technology Use
Trends Survey annually in the fall. Annual survey of students and faculty about Desire 2
Learn usage and satisfaction.
Schedule April 1 - Launch Maryville Social Media Plan
Improvements to Maryville.edu Selection of vendor or source for development Maryville
Memoirs May 1 - Launch new improved Maryville.edu August 1 - Launch Maryville Memoirs site August 15 - D2L functionality enhancements September 1 - Notice to Maryville Alumni about Facebook
and Maryville Memoirs site via alumni newsletter September 15 - begin refresher training for D2L for faculty
and staff October 1 - Technology and Social Media Use Survey February 1 - D2L survey
Budget Proposed improvements to Maryville.edu
Labor $340 - $400 Less if done under a work study program using Maryville
student labor.
Maryville Memoirs Development $6,250 - $9,860 Annual maintenance $4,500
Annual Domain Name and Hosting Fees: $100 Administration and updates $4,160
Labor hours to maintain Maryville Facebook page post updates and respond to comments 32 weeks 10 hours per week $3,200
Discussion