Tag Archives: Social Media

Webinar Recording: Secrets to a More Social Admissions Decision Day

Mallory Wood, mStoner’s director of marketing, and Bruce Floyd, University of Florida’s social media specialist, present a brand new case study on the concept and execution of #UF17.

The University of Florida took advantage of their admissions decision day celebrate their newest members of the Gator family. UF rallied around the hashtag #UF17 so their team could coordinate communications with the accepted students as the University sent out acceptance notifications online,. The results were dramatic — in roughly eight hours they saw 644 unique tweets from 966 individual Twitter contributors. These conversations totaled over 4.57 million timeline deliveries and reached 370,000 members of the Twitter community.

In our webinar, Mallory and Bruce examine: Campaign strategy, planning, and goal-setting. Campaign management. Measuring results and beyond.


Content Strategy: Indiana University lets students tell the story

Your institution’s students and alumni are the best advertisements. Creating content that turns their achievements into powerful stories will engage both prospective families and alumni. And while you’re at it, why not make that content shareable? Social media strategy in 2012 must go beyond putting icons on the homepage. Curating stories in a way that entices your audience to interact, share, and explore deeper will only lead to success.

Jay Steele, Data Manager in the Office of Enrollment Management at Indiana University, is taking this approach to content and social media strategy with WeAreIU.com–a story-sharing platform for the IU community.

WeAreIU

How should institutions interact and engage with prospective students and what digital media tools exist to facilitate that connection?

In an attempt to answer this question Jay explored research on admissions, social media and Generations Y and Z. His research led to some conclusions and more questions:

  • When prospective students are in the decision making process, they want to hear from current students.
  • There is value in face-to-face interactions. How can we replicate that in a digital environment?
  • Traditional blogs are great, but how can we take that idea to the next level?
  • Student voices on official institutional websites carry a different sense of authority to prospective students.
  • Colleges and universities do not have control over the tool or the conversation on social networking sites like Facebook or Twitter. And many institutions are trying to get the tools to fit their goals, instead of the other way around.
  • How can we promote institutional messages by tapping into the existing networks of current students?

The answer? WeAreIU.com, a site that gives students (and alumni) an opportunity to contribute their IU stories and share those stories with their networks.

Unlike blogging programs at other institutions, Jay opened up the opportunity to any IU student interested in contributing content. The site, which launched in February, now has over 120 regular student contributors and a web-to-post form where anyone can contribute. In less than 6 months they’ve captured over 600 stories.

Nitty-gritty details

  • Interested students had to answer two questions: Why do you want to share your stories? Why are you qualified?
  • This is a volunteer-only program.
  • Each student has their own account on Compendium, the platform for WeAreIU.com.
  • Students were expected to attend a training session.
  • Students are expected to post a story once every couple of weeks. (Jay and his staff moderates all posts before they go live.)
  • Students are encouraged to share their stories on other social networks.
  • Anyone is able to share their story via a web form. (This was a smart feature to add. Students and even alumni are choosing to share meaningful stories this way.)

The Results

The site is young but there are already signs of its future success. Most of the traffic to WeAreIU.com is from search, social sharing, and direct. (The site is not currently promoted on IU websites.) Roughly 2/3 of the site visitors are new visitors and the site is seeing an average visit duration of over 2 minutes. Jay estimates that of the 120 contributes about 25 are “die-hard” and generating a lot of traffic to the site with their posts.

The best part? Indiana University now has a repository of student stories to use in other marketing campaigns on the web or in print. Jay knows that raising awareness of the site internally is key. And he’s sharing the stories with faculty, coaches, and student life in hopes that they’ll find ways to use the content to help market IU.

“You never know where you’ll see success coming from and you have to be ready, willing, and able to adapt. We don’t have a calendar or deadlines. The site is organically growing and the stories are authentic. Prospective students recognize and appreciate that.” – Jay Steele


Resource list from #casesmc

Wow! The CASE Social Media Conference was terrific. Kudos to the conference chair Susan T. Evans for pulling together some of the best minds in higher education to serve as conference faculty and presenters.

Here’s what some of the attendees had to say:

If you were unable to attend the conference, I’d highly encourage you to check out the session slides, live blog posts, and conference hashtag. I’ve taken the liberty of pulling together some of these resources for you here.

Slides from the presenters:

Blog posts recapping the presentations:


Facebook Timeline Cheat Sheet

If you are in charge of your institution’s Facebook Page, get ready. Facebook will automatically push Timeline to all pages on March 30. Your institution has a wonderful opportunity to tell its story in a more visual and dynamic way. Change can be a good thing!

Download the Facebook Timeline Cheat Sheet to take full advantage of the new features Timeline offers, see size measurements for various images, and learn tips and tricks.

Facebook Timeline Cheat Sheet

And when you “go live” with your updated Page, tell me! Leave a link in the comments and let me know your favorite new feature.


A #highered holiday card I actually like

As you can probably tell from my title, I am rarely impressed with holiday cards from higher education institutions. More often than not I find them to be forced, too long, boring, etc.

There are a couple video holiday cards this season that I’ve been particularly impressed with. The College of William & Mary and Wofford College produced amazing video holiday cards. Both focus on the talents of current students (Wofford actually wrote their own holiday song!) and they are very well produced.

I often think we try to do too much with video. Let one concept shine through and you’re golden. That is why I like these two examples in particular. They keep it simple. They focus on the cheer that a holiday song will bring viewers. They are the perfect length.

My alma mater and former employer, Saint Michael’s College, produced their very first video holiday card this year. And to my happy surprise, I love it.

Why?

  1. The music featured in the video is from the Sleepless Knights, one of the acapella groups on campus. Featuring students is important to higher education video engagement. And it saves you from violating any copyright laws.
  2. The theme of the holiday card is “giving back at Christmastime.” They are able to execute this theme in a way that engages the viewers and sprinkles in some good ole’ cheesy-humor. St. Mike’s is a catholic institution and the founders, the Edmundites, are known for their generosity and giving back to the community. They didn’t produce a video holiday card to be like all the other institutions out there. This theme was well thought out and relevant for the institution. Three cheers for being mission-driven AND entertaining.
  3. The mascot, Mike the Knight, is the star of the video. He gets the point across but keeps it light and humorous. Who doesn’t want to watch a school mascot decorate a gingerbread house?
  4. It is under 2 minutes. My attention never faltered.
  5. The video is appropriate for any audience. Viewers are treated to many notable locations on campus as Mike the Knight goes about bringing Christmas cheer to students, faculty, and staff. Alumni will enjoy seeing familiar places and prospective students get an idea of what campus looks like.
  6. It’s my alma mater. I’m partial.

Have you seen any holiday cards that have impressed you this year?


Inspiration for Facebook tabs from outside .edu (Part 4 of 4)

I have thoroughly enjoyed writing this series of blog posts on Facebook tabs for mStoner’s blog. It has been fun to explore how other industries are engaging their customers, viewers, and supporters in social spaces. Sadly enough, all good things must come to an end.

The Book of Mormon on Broadway

book of mormon Facebook

You probably know that Facebook users no longer need to “like” your Page before they interact with wall content. But, did you know that Facebook tabs have a nifty feature where you can limit tab content to those who have not “liked” your Page? Encourage the “like” by telling potential-fans the value that exists under the hood, the value they can only get by clicking the “like” button.

The Book of Mormon, NYC’s hottest show on Broadway, gets your “like” by allowing you to stream the cast recording for free. And there are few things better than free, especially when it comes to streaming music.

book of mormon Facebook tab

See how the tab changed after I “liked” the Page?

The ability to listen to the soundtrack for free is a great way to introduce the show to the un-initiated or give super fans a reason to keep coming back to the Page. Book of Mormon identified the number one value-add they could provide their Facebook community and they were smart enough to require you to “like” their Page first. Kudos!

How do we make this apply to .edu?
I rarely see .edu Pages taking advantage of this feature. The tough part is figuring out what value you can offer to your audience.

If you have a Page just for your institution’s alumni you could place videos from reunion or information about upcoming events under the hood. Or draw inspiration from Indiana State’s approach and offer a roommate finder to your incoming class.

indiana state university Facebook tab

What are your favorite Facebook tabs from outside .edu? We’d love to hear your thoughts and see your examples.


Inspiration for Facebook tabs from outside .edu (Part 3 of 4)

The third post is a series of blogs I wrote for mStoner’s blog. This one is my favorite!

rue lala facebook tab

Discount shopping sites have revolutionized how American consumers are accessing designer brands. Rue La La isn’t the only one in the marketplace, but they are by far the most interesting when it comes to their social presence. I’m often tweeting about how innovative and engaging they are and recently I featured their blog in a guest lecture to a business class at a Vermont college.

second rue la la screen shot

 

A month ago Rue La La did it again, showing their social media prowess with a brand new “Inside Rue” Facebook tab. The goal is clearly to introduce you to the fabulous team at Rue. I think they nailed it.

The tab is clean and full of interactive and sharable content. It incorporates video, quizzes, and calls out to various twitter accounts. There are at least five ways within the tab where you can share content you find interesting with your Facebook friends and Twitter followers.

 

 

rue lala facebook tab 3

How do we make this apply to .edu?
I hope you can imagine the endless ways this example could be translated to .edu Pages! Feature admission counselors on twitter and their territories. Incorporate your institution’s branding and messaging into fun wall post sayings. Highlight the videos your marketing team spent long hours creating in an easy to view and easy to share format.

My favorite idea to pull from Rue is the interactive quiz. How easy would it be to put together a five-question quiz for prospective students to take so they can figure out what “type of student” they would be?

What ideas are you inspired to try after seeing Rue La La’s tab? Share your thoughts with us!

Next up: Broadway, of course.


Inspiration for Facebook tabs from outside .edu (Part 2 of 4)

Note: I am a regular contributor to mStoner’s blog.  This is a cross-post from my recent entry there.

simpsons Facebook tab for nedna

To gear up for the fall season premiere, the Simpsons asked viewers to vote on whether or not Ned and Edna (Nedna) should stay together. Who doesn’t enjoy sharing their opinion? Fun and interactive, this is something that will engage a casual viewer to the most passionate fans of the show.

The Nedna tab keeps it simple. Watch two 50 second videos to determine whether you are pro or no Nedna and then cast your vote. (My only complaint is that the voting redirects you to the Simpson’s website versus voting within the tab.)

 

How could this apply to .edu?

Research continues to show that your constituents enjoy viewing web video. The 2011 E-Expectations Report from Noel-Levitz highlights that the majority of prospective students and their parents will watch videos about your institution if they are considering you. Comscore reports that in August Facebook was the third most popular site for unique video views.

Is your campus holding a contest? Maybe you are searching for a new mascot or elections for student body president are coming up. Taking the Nedna-approach you can showcase the options with video and then let the students vote.

Many institutions host video contests, asking students to submit videos highlighting their favorite place on campus. Have you thought about letting students vote on the winner? Put the top three videos on a Facebook tab and let the students decide.

Have you experimented with video in a Facebook tab? Leave a comment and share your example.

Next up: Online shopping goes social.


Beyond Blogging, #heweb11

As promised, here are my slides for my 9:30 AM (CT) presentation of Beyond Blogging: Create an Integrated Online Student Ambassador program.

If you can’t attend HighEdWeb this year, I hope that you will follow along with the hashtags #heweb11 and #soc2 this morning. Leave any questions or comments you have as a comment and I’ll be sure to respond!


Inspiration for Facebook tabs from outside .edu (Part 1 of 4)

Note: I will be a regular contributor to mStoner’s blog.  This is a cross-post from my recent entry there.

It is important to provide your audience with a cohesive web experience. Customized tabs on Facebook can help achieve that goal, but they can do so much more! In the coming weeks I will highlight examples of compelling Facebook tabs from outside .edu that encourage your audience to “like” your Page and will keep them coming back.

Barack Obama – Are You In?

Obama Facebook tab

No surprise here, the Obama campaign is well-respected for using social media in new ways to inspire supporters.

Obama Facebook tab

I love the idea behind the “Are You In?” tab. First, you show your support by clicking “I’m in!” (simple, quick, and really what could be easier?) and then you are given the option to connect your Facebook account to see if your friends are in too. You are prompted to share that you “are in” on your wall and encouraged to invite your friends to join. Obama wants his supporters to spread the word for him, clearly aware that Americans trust friends and online recommendations far more than advertising messages.

Obama Facebook tab

How could this apply to .edu?
Envision “Are You In” as “Are You Applying?” Once you click “I’m Applying” the tab allows you to connect your Facebook account so you can share the good news with your friends. The tab then morphs into a place where you can invite your friends to join and interact with others who are also applying. Keep it social by giving prospective students a place to offer each other essay writing tips or ask current students questions about campus life.

Is your institution doing something new or different with Facebook tabs? We’d love to hear from you.

Next up: A favorite cartoon.


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