Social media

Soc ial media:
TW ITT ER &
FACE BO OK
a ren’t e nou gh!
@me
michael.stoner@mstoner.com
@mStonerblog
mStoner.com/mStonerblog.com
slideshare.net/mStoner
+1.802.457.2889
m: +1.312.622.6930
agenda
introductions
definitions
data
lots of case studies
success criteria for social media
small group exercise
Def in iti ons
social media
web-based tools used for
social interaction:
blogs; Flickr; YouTube; Yelp;
SCVNGR; Facebook
social networking
the interactions facilitated by social
media, which include commenting,
sharing, ranking, posting,
and so forth.
social network sites
“ ... web-based services that allow individuals
to (1) construct a public or semi-public
profile within a bounded system, (2) articulate
a list of other users with whom they share a
connection and (3) view and traverse their
list of connections and those made by others
within the system.”
Boyd & Ellison, 2007 [bit.ly/e5MIA]
Web 2.0
social
many content creators & sharers
simple, free tools
everyone can contribute/consume
technology facilitates sharing
greatly enabled by mobile devices
campaign
a focused effort to achieve
goals using a variety of
channels appropriate to the results
sought.
tr ue/false
myth/reali ty
Everything
is connected
to everything
else.
You
can control the
conversation.
You
can raise money
using social
media.
You
don’t need a
website if you
have Facebook.
Social media is
hard.
Social media is
easy.
You can’t measure
social media.
You can
crowdsource
everything.
Owning a
spatula
doesn’t make you
a chef.
thanks to @tsand
Social Networks' Impacts on Alumni Organizations: 18 Use Cases
by Andrew Shaindlin - July 2010
(with input from Andrew Gossen & Elizabeth Allen. Original version by Jeremiah Owyang: http://tinyurl.com/alumni-matrix)
Use Case
Do nothing
Opportunities
None.
Risks
Organization bypassed by self-organizing
alumni. Organization becomes irrelevant to
alumni who use online tools to find one another, to communicate, and to act around
shared interests (cause-driven).
Resources Needed
None.
Use tools to for community management. Use
Delivering info with low/no relevance, or failing Part time staff and committed resources in a
tools to connect individuals (not just organizato solve alumni problems/meet alumni needs. budget-constrained environment. Commitment,
tions) to alumni. Watch evolving behaviors to
Being seen as inauthentic –!trying to fit in, forc- understanding and support for this direction
learn about alumni interaction preferences. InTalk to constituents (alumni; students; faculty;
ing the organization’s formal identity into an
from senior administration and volunteer leadtervene with information of relevance and utilstaff; parents; other donors & prospects)
informal, non-organizational context (e.g.,
ership (including Trustees, Regents, or other
ity. Use tools to connect alumni to each other
Tweeting as “the university”).
high-level governance group).
(e.g., Twitter Lists; LinkedIn Groups).
Scan selected channels (alumni on Twitter,
blogs, Facebook or LinkedIn Groups and Pages)
One-way communication:
for 1) info that describes whether they think/ Risk of appearing as "creepy uncle" who is too Social media monitoring system (sophistication
care about the institution and 2) info that de- interested/inappropriately curious about things needed depends on scale of effort and desired
Listen to constituents
scribes their real-world problems and challenges they consider personal or quasi-private.
outcomes of monitoring).
(family issues, education, business needs, professional advancement).
One-way communication:
Additional channels for distribution of centrally- Danger of appearing oblivious to multivocal,
Accounts on main social media platforms; staff
produced content.
interactive nature and culture of Web 2.0 tools. time to post content.
Broadcast information
A formalized program; compelling motivation
Alumni recruit members, volunteers, and donors Most will not want to evangelize; limited con- for alumni involvement; understanding that
Manage ambassador/marketing program
via social tools, low cost marketing. Owyang's
relatively few alumni will be this engaged; pubtrol of message
checklist can be very useful for non-profits.
lic feedback to reward effective champions and
advocates.
See "creepy uncle" above. Being overly assertive Volunteer opportunity structured to allow prosReach high school students where they spend
can drive away users who believe they control pects and their parents to connect with alumni
online, while preserving privacy of information
online time; communicate in authentic medium the research and decision-making process, and
Recruit applicants for admission
and professionalism of all interactions. Datathat they already tune into. Offer recent alumni who want info from known, trusted sources
base driven back-end system with front-end
a useful volunteer role.
(such as older friends, local families, or sibthat high school students will find appealing and
lings).
easy to use.
Two-way communication:
1
Social Networks' Impacts on Alumni Organizations: 18 Use Cases –!Andy Shaindlin, www.alumnifutures.com
[bit.ly/csAQwu]
da ta
[bit.ly/c1CQvC; bit.ly/9nX6yM]
research overview
learn how institutions use, manage,
measure social media
CASE Task Force + survey + focus
group
CASE/mStoner/Slover Linett
big picture
94% use Facebook
3 in 5 use Twitter, LinkedIn, YouTube
or social networking on .edu
1 in 3 have blogs, use Flickr, or have
private social community
[bit.ly/c1CQvC]
not leaders
71% believe SM has great potential for
achieving unit goals
BUT: 86% motivated by constituent
demand; 84% by peer competition
Few have institutional
support (46%) or buyin (26%)
[bit.ly/c1CQvC]
goals
86%: engage alumni
76%: strengthen brand awareness/
brand image
58%: boost awareness/advocacy/
rankings
Nearly 50% of development
professionals use sm in fundraising
[bit.ly/c1CQvC]
not using SM for
crisis communications
faculty/staff recruitment
engaging current student parents
[bit.ly/c1CQvC]
managing SM/1
>53% of depts manage own SM with
some input
25% manage SM themselves
SM controlled by units
(E.g. more local/disbursed
than centralized/ coordinated)
[bit.ly/c1CQvC]
managing SM/2
At most institutions, comms or mktng
manage SM day-to-day
83% of depts have 1 full-time staff
person working on SM
38% have 2 or more
[bit.ly/c1CQvC]
managing SM/3
Most institutions don’t have SM
guidelines or policies
If they do, they often focus on
branding/graphics/identity
Few have guidelines on privacy,
ethical or legal issues with SM
[bit.ly/c1CQvC]
challenges
staffing
expertise is not readily available
funding
BUT NOT: lack of interest, red tape,
turf, privacy issues
[bit.ly/c1CQvC]
how successful?
“moderately,” 64%; “very,” 25%
main metric = number of touches
For 85%, Facebook most successful
platform
31% said own website + social network
[bit.ly/c1CQvC]
this year:
create comprehensive SM plan (50%)
expand SM to new audiences (43%)
add SM to current programs (41%)
develop formal policies (37%)
[bit.ly/c1CQvC]
but not:
hiring staff (14%)
getting help re SM from CASE (7%)
getting help from SM consultants (7%)
hiring a vendor for SM eval (4%)
[bit.ly/c1CQvC]
tensions
expanding SM w/o resources
lack of staffing or expertise, but no
help from vendors
low concern re privacy, ethical issues
want resources, don’t want to give up
control/oversight
[bit.ly/c1CQvC]
admissions
[bit.ly/9TldL4]
search
Social media
Admission Office
AIF rank
Prospective student
AIF rank
Facebook
1
1
Group chat
2
4
Twitter
3
8
Blogs
4
2
Instant messaging
5
5
Podcasts
6
6
MySpace
7
7
[bit.ly/9TldL4]
choice
Social media
Admission Office
EIF rank
Prospective student
EIF rank
Facebook
1
1
Twitter
2
8
Group chat sessions
3
4
Instant messaging
4
5
Blogs
5
2
Podcasts
6
6
MySpace
7
7
---
3
Message boards
[bit.ly/9TldL4]
the future
[bit.ly/9TldL4]
students vs. U
[bit.ly/9TldL4]
FB: most engaging
[bit.ly/afg53d]
FB: most commented
[bit.ly/afg53d]
case s tu di es
campa i gns
case s t u d y
Obama
fo r A merica
the numbers
profiles
>2,000,000 online profiles
email
>13,000,000 on list; >1,000,000,000 emails
website
8,500,000 visitors/month at peak
social networks
presences on 16 social networks
>5,000,000 friends
YouTube
> 1,800 “official” videos
442,000 user-generated videos
results
donors
3,000,000; contributed >6,500,000 times
volunteers
35,000 volunteer groups
events
>200,000 offline events
Facebook
>2,000,000 friends/>50% worked for OBA
YouTube
advertising buy = $47,000,000
phone calls
>3,000,000 personal calls in last 4 days
events
35,000 groups held >200,000 events
lessons
staff!
budget
integration
culture
Obama personal brand
losing control was OK
findability and SEO
online + offline = WOW!
budurl.com/zj4v
case st u dy
PB O
poweredbyorange.com
channels
web
website & blog
map
Google Map w/PBO pins
other SM
Twitter, Facebook, LinkedIn
merchandise
PBO t-shirts & tschotskes
real world
store signs, bus wraps, ads
personal
meetings, displays,
Search
ABOUT PBO
BLOG
ORANGE SPOTLIGHT
ALUMNI BUSINESSES
VIDEOS AND PHOTOS
GET ORANGE STUFF
BEAVER MARKETPLACE
PARTICIPATE
87 students stopped by the MU
to share their PBO stories on
March 31. We know there are
thousands more.
Orchard View Farms
chosen for this month's Orange Spotlight.
Our Impact
more on OSU's impact
OSU’S IMPACT
CAMPUS BANNERS
Share your story
Leading the Green
Revolution: OSU is a recognized
national leader in teaching,
research, service and
management practices enhancing
sustainability and environmental
responsibility. The university’s
progressive work in these areas
are a major reason why Corvallis
repeatedly has been named
among America’s top green,
sustainable and livable cities,
and why others in higher
education look to OSU's
authentic, holistic approach as a
model for other campuses.
MAP YOURSELF
OSU ALUMNI
ASSOCIATION
ORANGE SPOTLIGHT
Do you know a business that:
Is owned by an OSU alum
Has lots of OSU alums
working there
Supports OSU
From the PBO Blog
April 9, 2010
OSU Press author Robin Cody
releases first book in 15 years
April 1, 2010
Drives innovation
Family Trees
Supports economic growth
March 31, 2010
Serves in the community
asdfasfasf
If you know a business that fits
this description then please nominate them for the Orange Spotlight. An
honor that will go to one business every month starting in April. At the
end of august we will be giving away two OSU Football season tickets to
one lucky person who has nominated a business.
Contact us with your comments, questions, and feedback
Powered by Orange v2.0
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Corvallis, Oregon 97331-4501
phone: 541-737-1000
Copyright © 2010 Oregon State University | OSU Disclaimer
Share your Powered by Orange
story
impact on the economy, environment
community. I turn OSU’s enduring purpose into
I am...
I make a positive
and
action.
results
>27,000 distinctive participants
On 21 September, 22% of visits from PDX
Facebook: 3,137; LinkedIn: 2,800; Twitter:
460
Other units taking up PBO theme
bit.ly/aSJZQZ+
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John H. Wilson
New book — Asylum: inside
the closed world of state
mental hospitals
November 11, 2009 8:33am
Congratulations on the launch of
the Facebook site. Loved the
photos, especially since I was
just there. Would have liked a
closeup of Boulger
Wednesday, November 11, 2009 09:30
...
Who is Patricia O’Brien?
Vinh Vinny Nguyen
Wednesday, November 11, 2009 -
November 11, 2009 10:51am
08:49
Hi, I am Vinny, I attended NMH
in 94 and my sister in 96 97. I
have one BIG question that I am
dying to know: which campus is
now closed? I know now it's MH
campus, but I don't remember
what the name of my campus,
but my campus had West Gould
dorm and a stone gray church.
There was a girl campus name
Marquee or so. can someone
answer my question please, I
need to know.
Patricia O'brien sitting at her
desk in Schauffler Library.
Patricia O’...
This Week in NMH History
2009-10 #11
Wednesday, November 11, 2009 08:28
30 Years Ago from The Bridge,
vol. 11, no. 6; p. 2 (November
14, 1979) You Can...
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Northfield Mount Hermon
School
Next
November 10, 2009 9:16pm
We relaunched our website
today. We are a little biased
(and very modest). We think it's
pretty cool.
@boardingschools NMH has
launched the brand new website!
Check it out at
www.nmhschool.org #school —
NMH ON
about 1 day 1 hour ago
Athlete of the Week
from web
19 hours 11 min ago
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Northfield Mount Hermon
School
November 8, 2009 2:25pm
The NYT ran a story on prep
schools like NMH and what the
economic downturn means for
financial aid. (We are giving
more than $7 million in aid to
families this year.) The bottom
line: It's a good time to support
your favorite school.
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NMH ON
@boardingschools 11 NMHers in
the class of 2010 have earned a
perfect 800 on their SAT Math
Sections this year! #schools —
NMH: Academic Intelligence
1 week 5 days ago
about 1 day 3 hours ago
from web
Reply | View Tweet
NMH Dance-off, October 2009
@boardingschools check out all
of our @flickr photos from the
weekend's incredible dance
performances!
http://bit.ly/Dk2cF #goodtimes
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case st u dy
Fl ig ht o f t he
Flyers
resource : flightoftheflyers.com
Is it a bird? Is it a plane? It’s...well, actually, it IS a bird! Even as we speak, Golden Flyers are winging
across the globe (via the postal system!) to alumni doorsteps as part of the Golden Flyer Challenge. Their
mission? To bring the spirit of the purple and gold to those whose classes are being honored at the next
Nazareth College Reunion Weekend 2010.
How Flight of the Flyers Works
A flyer arrives at your
doorstep. Don't panic.
Check in your little
visitor on this website.
Your class’s Flyer should have
arrived in a package with care
instructions (and some
airholes). If it’s not your
Reunion year you can still get
in on the fun by printing your
own Flyer, which is good, too.
Use this site to let us know
where the Flyer is and that
(s)he’s ok. A picture is great
proof!
Mail your Flyer to a
Nazareth Classmate.
Track your Flyer’s
migration.
Click here to find a classmate
to send your bird to. Make sure
to check the map to see which
of your classmates has already
participated in the Golden Flyer
Challenge.
You can see where your
class’s Flyer has been, and
where (s)he goes after your
visit. See if your Flyer has
made the travel leaderboard!
Flyer Leaderboard
1965 67,058 miles
1995 20,580 miles
1960 13,551 miles
1980 11,013 miles
1970 8,186 miles
2000 6,409 miles
1990 5,654 miles
2005 5,598 miles
1985 2,040 miles
1975 204 miles
Ever wondered how Nazareth’s mascot came to be named "Golden Flyer?"
We did a little research, and it seems the name was adopted in 1977 with the advent of Nazareth
men's basketball. Members of the Nazareth community were asked to suggest names fitting the birdlike symbol that was part of the College's then-official logo. A committee then selected the final
name from the three most popular suggestions: "Flyer," "Wings" and "Firebirds." The word "Golden"
was then added to reflect Nazareth’s colors, purple and gold.
While a handful of other schools (and a Philadelphia hockey team) also use the name "Flyers,"
Nazareth is the sole possessor of "Golden Flyers."
©2009 Nazareth College
Website Design and Development: Wall-to-Wall Studios
By Name
By year
By location
Terrain
Map
This map shows the current
location of all the Flyers.
Click on a Flyer to identify him/her,
or search the map (see above). You
can drag the map around and zoom
in to change the view.
Map data ©2010 AND, Europa Technologies, INEGI - Terms of Use
Enter Name
©2009 Nazareth College
Website Design and Development: Wall-to-Wall Studios
results
3127 unique site visits
>260 people participated
180 people checked in a flyer
60 participants in one class
pre-reg for reunion up 22%
case st u dy
The Blue Pi g
resource : budurl.com/8bzy
channels
email
initial email blast
Facebook
page; then group
newspaper
ads in student newspaper
FTF
meetings, tables in the quad
posters
“Help” posters
results
157% increase in class gifts
>$12,915 collected
undergrad giving more than doubled
2nd yr giving up:
1300% increase in $$s raised
case st u dy
W&M
Masco t Sea rc h
channels
email
e-newletters, digests, email from prez
periodicals
alumni magazine, newsletters, student
newspaper
web
WM.edu, Alumni Assn, Tribe Athletics
Facebook
former mascot
YouTube
W&M channel
blogs
mascot choice/old mascot
William & Mary Mascot Communication Plan
February 2009 - September 2009
Status
Deadline
PLANNING
Brainstorming
Create an concept/identity for the mascot project
Build a website
Create a blog
Send graphic and concept to campus stakeholders
complete
complete
complete
complete
2/1/09
1/31/09
1/31/09
2/26/09
KICK OFF
Message/announcement from President
Release from University Relations
Spot in Alumni Magazine (March issue)
complete
complete
complete
2/27/09
2/27/09
3/28/09
REINFORCE KICK OFF
Announcement in WMDigest
Announcement in Student Happenings
Announcement on myWM
complete
complete
complete
3/4/09
3/4/09
3/4/09
Announcement in eConnections
complete
3/12/09
Announcement in Momentum
Unveil Colonel Ebirt Blog
Send Release to all three student newspapers
Announcement on Tribe Athletics website
Announcement in Tribe Pride Newsletter
Announcement on W&M Alumni site
complete
complete
complete
complete
complete
complete
3/20/09
3/2/09
2/27/09
Comments
Joel Pattison designed - Mascot Search
for their use in print and on the web
post asking for feedback on guidelines
post asking for feedback on guidelines thru 3/16
post asking for feedback on guidelines thru 3/16
eConnections goes out 2nd Fri of each month; deadline
is 1st Thurs of month
goes out to 46,000 monthly; includes
faculty/staff/currentparents
in FAQ and on Ebirt's facebook
posted week of 2/27 and week of 3/9
March
2/27/09
Mascot Search Widget for www.wm.edu
complete
6/5/09
Added Mascot Search link to Athletics bridge page menu
Sent blurb and graphics to Business School
Sent blurb and graphics to Law School
complete
complete
complete
4/15/09
3/25/09
3/31/09
placed in Campus Life section and "M"; 4/9 added to
Communities page; added to Alumni and Current
gateways on June 5 - June 30
Included in Mason Experiences March 2009
will appear in Law eNews for late March
[bit.ly/dmRg3O]
[bit.ly/czaavP]
results
839 mascot suggestions/90 days
11,183 survey completions/4 wks
3,345 view of mascot search YouTube vid
16,913 unique visits of finalist unveiling
earned media= Daily Show, WaPo,
ESPN, USA Today, CHE, etc.
URLs
blog: wmmascot.blogs.wm.edu
Facebook: bit.ly/8YnyHl
Twitter: @WMMascot
YouTube: www.youtube.com/wmmascot
Flickr: bit.ly/cYVYk3
case st u dy
Zi nck’s
Nig ht Out
b e st pract ices
best practices
multiple channels
multiple sources of content
sense of humor
planned evolution
results
phone calls
real world
SM success/1
specific goals
more planning, less spontaneous
institutional buy-in & support
control of SM content & staff w/in
dept.
in-house expertise
[bit.ly/c1CQvC]
SM success/2
go beyond Facebook, use multiple
channels
target multiple audiences
multiple measures of success
more likely to have policies
[bit.ly/c1CQvC]
barriers to success
lack of institutional clarity
lack of “right people”
slow pace of change
lack of commitment or uncertainty
about how useful SM is
red tape
[bit.ly/c1CQvC]
case studies
College of William & Mary: bit.ly/9li6EU
Northfield Mount Hermon: budurl.com/pw89
Flight of the Flyers: budurl/xmcz
PBO: budurl.com/f5n6;
Emory University Blue Pig: budurl.com/8bzy
Worcester Academy, WAMash: budurl.com/9e9f
Resources
mStonerblog.com
Alumni Futures white paper, Activating Alumni
Networks with Twitter: tinyurl.com/bnz7re
Topline results, CASE/mStoner/Slover Linett
research: bit.ly/c1CQvC
CASE social media blog: bit.ly/byM32p