Colorado council social media presentation
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This document summarizes a presentation about using social media in higher education. It discusses measuring performance on Facebook, examples of Facebook in action from Regis University, and exploring other social media platforms. The presentation contains tips for higher education institutions on growing their Facebook fan base, engaging fans through content and messaging, and developing a social media strategy and action plan.
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Colorado council social media presentation
- 1. Social Media and Higher Education: Next Steps
- 2. Agenda ✚Introductions ✚Social Media in Higher Education ✚Measuring performance on Facebook ✚Facebook in action ✚Exploring the Social Space ✚Q & A
- 3. Introductions 3 Chris Tyburski Senior Marketing Consultant TWG Plus Mike DelliVeneri Social Media and Internal Communications Manager Regis University
- 4. Agenda ✚Introductions ✚Social Media in Higher Education ✚Measuring performance on Facebook ✚Facebook in action ✚Exploring the Social Space ✚Q & A
- 5. Social Media’s Role in Higher Ed 5 • Recruitment • Alumni engagement • Public relations • Community building Social media covers it all!
- 6. Let’s remember that… 6 …your brand is a conversation
- 7. Your recruitment communications 7 …are about your students
- 8. Where do we stand? 8 “Facebook remains the king of social media...respondents have crowned it the #1 social media outlet for admissions offices” – Facebook and Admissions, Varsity Outreach, Sept. 2012
- 9. Facebook Challenges 9 1. Keeping audiences engaged 2. Measuring the impact of our Facebook presence 3. Getting prospects/admits to join/like our Facebook presence
- 10. Agenda ✚Introductions ✚Social Media in Higher Education ✚Measuring performance on Facebook ✚Facebook in action ✚Exploring the Social Space ✚Q & A
- 11. TWG Plus Research 11 Research Questions • What kind of scale can we create to rank the activity of a school. • What is the average number of fans by segment? • Can we rank engagement by segment? • What type of content produces the most engagement? • Is there a relationship between frequency and performance? • What lessons can we learn from high and low performing pages?
- 12. TWG Plus Research 12 Research Methods • Quantitative analysis of over 500 high education institutions • Random sample of 4-year degree granting institutions from IPEDS 2009-2010 list • All not-for-profit • Divided into categories by Carnegie Foundation Size and Setting classifications • Defined engagement # of Comments+Likes+Comment Likes+Wall Posts # Fans • Measured activity for 1 year on main institutional Facebook page
- 13. Let’s talk about… 13 • Fanbase • Engagement • Messaging
- 14. Fan Base 14 The Importance of Reach
- 15. Fan Base 15 School Size Large Medium Small Very Small (>10,000) (3,000-9,999) (1,000-2,999) (<999) Average 30,871 5,482 3,283 1,458 A >42,120 >9,051 >5,594 >2,721 B 21,977-42,120 4,933-9,051 3,283-5,594 1,417-2,721 C 1,834-21,977 815-4,933 972-3,283 113-1,417 D <1,834 <815 <972 <113
- 16. Engagement per Fan 16 Fan Interactions per Year
- 17. Engagement per Fan 17 School Size Large Medium Small Very Small (>10,000) (3,000-9,999) (1,000-2,999) (<999) Average .63 .77 .70 .66 A >1.09 >1.34 >1.22 >1.23 B .63 - 1.09 .71 - 1.34 .70 - 1.22 .66 - 1.23 C .17 - .63 .08 - .71 .18 - .70 .09 - .66 D <.17 <.08 <.18 <.09
- 18. Active Fan Base 18 How many fans are truly involved?
- 19. Active Fan Base 19 School Size Large Medium Small Very Small (>10,000) (3,000-9,999) (1,000-2,999) (<999) Average 20.75% 25.68% 23.22% 22.53% A >29.82% >41.45% >34.47% >35.23% B 20.75%-29.82% 23.96%- 23.22%- 22.53%- 41.45% 34.47% 35.23% C 11.68%-20.75% 6.47% - 11.97%- 9.83%-22.53% 23.96% 23.22% D <11.68% <6.47% <11.97% <9.83%
- 20. Practical lessons learned 20 • Content and messaging matter • Ideal frequency and consistency
- 21. Lessons learned: Messaging 21 Avoid • Formal tone • Impersonal voice • Long copy
- 22. Messaging 22 Tragedy • High Engagement Fan Page • Low Engagement Fan Page
- 23. Messaging 23 Personal Highlight • High Engagement Fan Page • Low Engagement Fan Page
- 24. Frequency 24 • Posting too much • Posting too little Admin Posts per Day School Size Large Medium Small Very Small High 2.27 1.98 1.74 1.4 Engagement Frequency Low .43 .17 .15 .07 Engagement Frequency Ideal 2-3 1-3 1-2 1-2 Frequency Range
- 25. 7-Step Action Plan 25 1. Analyze what you have • Content/channels • Team/Resources • Audience • Integration with other channels 2. Develop goals (based on institution and available resources) 3. Develop strategy based on audience 4. Build audience 5. Test/refine content • Gather new data 6. Survey matriculants 7. Iterate
- 26. Agenda ✚Introductions ✚Social Media in Higher Education ✚Measuring performance on Facebook ✚Facebook in action ✚Exploring the Social Space ✚Q & A
- 27. Regis and Facebook 27 Social Media Committee • University • Three Colleges • Alumni • Athletics • Student Activities
- 28. Regis and Facebook 28 Social Media Committee • 23,662 fans • Ability to segment content • Different content strategies
- 29. Regis and Facebook 29 Today. • EdgeRank • Organic post reach • Engagement remains steady • Content is king • Engagement > Fans
- 30. Regis and Facebook 30 A Brand Moment…
- 31. Agenda ✚Introductions ✚Social Media in Higher Education ✚Measuring performance on Facebook ✚Facebook in action ✚Exploring the Social Space ✚Q & A
- 32. Beyond Facebook 32 User Generated Content
- 33. Beyond Facebook 33 #thisisregis
- 34. Beyond Facebook 34
- 35. Agenda ✚Introductions ✚Social Media in Higher Education ✚Measuring performance on Facebook ✚Facebook in action ✚Exploring the Social Space ✚Q & A
- 36. Q&A 36 Questions Answers
- 37. Connect 37 Chris Tyburski ✚chris.tyburski@twgplus.com ✚973.985.6660 Mike DelliVeneri ✚mdelliveneri@regis.edu ✚303.964.6457
Editor's Notes
- Over 500 schools, One year of posts
- Over 500 schools, One year of posts
- ReachEngagementActive / diversity
- It’s about building a connection to campus
- -even though lsrge schools don’t have $ they are more in-tune with what important to their audiece
- Communications style
- - No parallel between how students are feeling and how the institution is presenting it
- ReachEngagementActive / diversity
- ReachEngagementActive / diversity
- 3,200 likes307 comments877 sharesBased upon the amount of people that this post reached – it had a 83% engagement rate