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Critical Engagement: A Social Media Bootcamp
The University of New Haven

• Private, nonprofit
  university in West
  Haven, CT
• 1,800 graduate
  students
• Centralized graduate
  admissions
Overview
•   Who, what, where, when, why
•   …and How.
•   Content strategies for engagement
•   Q&A
Learning Outcomes
• Learn how to use the primary social networks
  to your advantage
• Identify the best channels for your audiences
• Develop successful content curation strategies
“Powerful forces are calling into question higher
     education’s business model and raising new
     expectations for the quality and efficiency of
    service delivery. Institutions failing to navigate
    these changes are likely to find the road ahead
                 increasingly difficult.”

Personalization Offers A New Vision for Relationship Management. Ovum Whitepaper. © Ovum Published (03/2012).
“…institutions must take, without the luxury of
       added resources, a far more personal and
       proactive approach to managing student
   relationships than traditionally has been done in
                       the past.”


Personalization Offers A New Vision for Relationship Management. Ovum Whitepaper. © Ovum Published (03/2012).
“As with any difficult or turbulent time,
       organizations that refocus on basics such as
    delivering quality services and cultivating long-
       term relationships with their customers are
    likely to come out of the experience better and
                        stronger.”

Personalization Offers A New Vision for Relationship Management. Ovum Whitepaper. © Ovum Published (03/2012).
SOCIAL MEDIA BASICS
   What the #$*& is a tweet?
What is social media?

  Forms of electronic communication (as Web
 sites for social networking and microblogging)
through which users create online communities
to share information, ideas, personal messages,
           and other content (as video)

   * Merriam Webster Online Dictionary http://www.merriam-webster.com/dictionary/social%20media
Defining Social Media
•   Social interaction
•   “Highly accessible communication…”
•   User-driven
•   Transparent
•   Engaging and interactive
•   “Communicate in all directions…”
•   “Real-time communication…”
•   “Variety of content…”
Critical Engagement: A Social Media Bootcamp
The Largest SM Channels
•   Facebook – 7 billion users
•   Twitter – 182 million users
•   Pinterest – 104 million users
•   LinkedIn – 86 million



                                    * Courtesy of Mashable.com 4/6/2012
Facebook
                                           • Full profiles that allow
                                             users to “like” and share
                                             content
                                           • Connect with friends,
                                             family, brands
                                           • Controlled privacy
                                           • Share status updates,
86% Age 25 or older (46% are 45+)            photos, articles, links
57% female / 43% male
24% have a bachelor’s or master’s degree
Twitter
• Short messages of 140
  characters
• “Follow” other
  people/brands
• #Hash tags link trending
  topics
• Great resource for
  content, professional      81% Age 25 or older (33% are 45+)
  development, branding      59% female / 41% male
                             24% have a bachelor’s or master’s degree
Pinterest
                                           • “Pin” favorite content –
                                             photos, recipes, etc. –
                                             on boards
                                           • Users follow boards or
                                             other users
                                           • Informal, fun
                                           • Great branding channel,
90% Age 25 or older (55% are 25-44)          but is not for
82% female
25% have a bachelor’s or master’s degree     advertising
Top Geographic Region: AL, KY, MS, TN
LinkedIn
• The “professional”
  network
• Profiles are essentially a
  long-form resume
• Connect with other
  professionals for
  networking
• Discussions, job search,     47% Age 25-44 (49% are 45+)
  recommendations              50/50 Gender Breakdown
                               50% have a bachelor’s or master’s degree
Other Networks to Consider
  • Google+
    – Similar to Facebook
    – Group friends/brands into “circles”
  • foursquare
    – Allows users to “check in” to your
      institution/office
    – Can be used for specials as incentives to visit
  • YouTube
    – Video sharing on your “channel”
HOW TO DO IT
I’ve never used a fishing pole before
The Groundwork
• What is your goal with social media?
  – Awareness? Engagement with prospective
    students/current students/alumni/community?
• What metrics are important to you?
• Who will be participating/responsible for
  content?
  – Faculty/staff, student employees, current
    students, alumni?
Uniformity
• Keep your online presence uniform as much as
  possible in look, feel, and “talk”
• At UNH:
  – http://www.facebook.com/unhgradschool
  – http://www.twitter.com/unhgradschool
  – http://www.pinterest.com/newhavengrad
• Brand consistency in identity and message is
  critical
Facebook
    • Need a personal page
      first as administrator
    • Then establish a brand
      page
    • Timeline cover photo
      should represent who
      you are, your
      experience
Facebook
Facebook




                            Courtesy of Danielle Glick
   http://www.copyblogger.com/timeline-cover-photo/
Twitter
• Personal administrator
  account not required
• Can customize profile
  image and background
• Can link to a cell phone
  number for updates
• Consider a widget on
  your website
Twitter
Pinterest
     • Request an invite
     • Set up as brand page
     • Pin content from the
       web or upload photos
       representing you
     • Keep it fun, informal
     • Ideas for content:
       – Local things to do
       – Campus event photos
       – Great “eats”
Pinterest
LinkedIn
• Need an administrator
  before creating a group
  page
• Group can become far-
  reaching:
   – Prospective/Current
     students
   – Alumni
   – Faculty/staff
   – Recruiters
LinkedIn
General Tips
• Be open to mobile
   – Purchase smart phones for staff responsible for SM
     content
• Set up vanity URLs for promotion
   – Facebook.com/unhgradschool
• Flexibility on time commitment and early
  expectations
WHAT TO POST
 What do I use for bait?
Voice
• What is your voice?
• Echo your brand, mission
• Communicating should reflect your service,
  campus experience
• What is your brand message?
Types of Content (According to MH)

• Direct self promotion
• Indirect self promotion
• “Altruistic” self promotion
Direct Self Promotion on SM
•   Events
•   Admissions Announcements
•   Grad Fair Attendance
•   “Leeching” on other content
•   Interactions with prospective students
Grad Fair Attendance
Content “Leeching”
Interactions with Prospective Students
Interactions with Prospective Students
Indirect Self Promotion on SM
•   University News
•   Student News (Research, Study Abroad, etc.)
•   Faculty News (Research, Promotions, etc.)
•   Alumni News
•   Event Photos
Indirect Self Promotion on SM
• Location information
• Interactions with current students
• Contests
  – Do not necessarily have to be related to your
    programs
Indirect Self Promotion on SM
“Altruistic” Self Promotion on SM
•   Graduate School Tips
•   Financial Aid Tips
•   News related to your programs
•   Job Postings
Twitter Potpourri
• Use #hashtags in your tweets
  – ie. #iopsychology or #emergencymanagement
• Follow industry news and industry leader
  Twitter accounts
  – Example: @forensicnews
  – RT relevant content to your followers
Finding Content
• Alerts and searches for content
  – Google Alerts
  – Create searches on Twitter related to programs,
    industry, your institution, and more
• Check your Facebook news feed and your
  followers’ pages
• Be open to creativity
• Enlist student help
SOCIAL MEDIA ADVERTISING
        Brand Awareness
Social Media Advertising
• Creating a first ad
  – Demographic targeting
  – Geo-targeting
• Ways to use these ads
  – Program Awareness
  – Brand Awareness
  – Recruitment Fairs
  – Webinars / Open Houses / Recruitment Events
Social Media Advertising Channels




• Be mindful of platform and audience
• Costs: CPM vs. CPC
Try this…
Suggested Social Media Tools
• Hootsuite
• TweetDeck
• Bit.ly
• Facebook
  Insights
• SocialBro
• Klout
• Radian6
Thank you.
QUESTIONS?

Contact Information:
Marcus Hanscom
University of New Haven
203-932-7277
mhanscom@newhaven.edu
@marcushanscom

All social media demographic data provided courtesy
of OnlineMBA.com via
http://mashable.com/2012/03/09/social-media-
demographics/

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Critical Engagement: A Social Media Bootcamp

  • 2. The University of New Haven • Private, nonprofit university in West Haven, CT • 1,800 graduate students • Centralized graduate admissions
  • 3. Overview • Who, what, where, when, why • …and How. • Content strategies for engagement • Q&A
  • 4. Learning Outcomes • Learn how to use the primary social networks to your advantage • Identify the best channels for your audiences • Develop successful content curation strategies
  • 5. “Powerful forces are calling into question higher education’s business model and raising new expectations for the quality and efficiency of service delivery. Institutions failing to navigate these changes are likely to find the road ahead increasingly difficult.” Personalization Offers A New Vision for Relationship Management. Ovum Whitepaper. © Ovum Published (03/2012).
  • 6. “…institutions must take, without the luxury of added resources, a far more personal and proactive approach to managing student relationships than traditionally has been done in the past.” Personalization Offers A New Vision for Relationship Management. Ovum Whitepaper. © Ovum Published (03/2012).
  • 7. “As with any difficult or turbulent time, organizations that refocus on basics such as delivering quality services and cultivating long- term relationships with their customers are likely to come out of the experience better and stronger.” Personalization Offers A New Vision for Relationship Management. Ovum Whitepaper. © Ovum Published (03/2012).
  • 8. SOCIAL MEDIA BASICS What the #$*& is a tweet?
  • 9. What is social media? Forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as video) * Merriam Webster Online Dictionary http://www.merriam-webster.com/dictionary/social%20media
  • 10. Defining Social Media • Social interaction • “Highly accessible communication…” • User-driven • Transparent • Engaging and interactive • “Communicate in all directions…” • “Real-time communication…” • “Variety of content…”
  • 12. The Largest SM Channels • Facebook – 7 billion users • Twitter – 182 million users • Pinterest – 104 million users • LinkedIn – 86 million * Courtesy of Mashable.com 4/6/2012
  • 13. Facebook • Full profiles that allow users to “like” and share content • Connect with friends, family, brands • Controlled privacy • Share status updates, 86% Age 25 or older (46% are 45+) photos, articles, links 57% female / 43% male 24% have a bachelor’s or master’s degree
  • 14. Twitter • Short messages of 140 characters • “Follow” other people/brands • #Hash tags link trending topics • Great resource for content, professional 81% Age 25 or older (33% are 45+) development, branding 59% female / 41% male 24% have a bachelor’s or master’s degree
  • 15. Pinterest • “Pin” favorite content – photos, recipes, etc. – on boards • Users follow boards or other users • Informal, fun • Great branding channel, 90% Age 25 or older (55% are 25-44) but is not for 82% female 25% have a bachelor’s or master’s degree advertising Top Geographic Region: AL, KY, MS, TN
  • 16. LinkedIn • The “professional” network • Profiles are essentially a long-form resume • Connect with other professionals for networking • Discussions, job search, 47% Age 25-44 (49% are 45+) recommendations 50/50 Gender Breakdown 50% have a bachelor’s or master’s degree
  • 17. Other Networks to Consider • Google+ – Similar to Facebook – Group friends/brands into “circles” • foursquare – Allows users to “check in” to your institution/office – Can be used for specials as incentives to visit • YouTube – Video sharing on your “channel”
  • 18. HOW TO DO IT I’ve never used a fishing pole before
  • 19. The Groundwork • What is your goal with social media? – Awareness? Engagement with prospective students/current students/alumni/community? • What metrics are important to you? • Who will be participating/responsible for content? – Faculty/staff, student employees, current students, alumni?
  • 20. Uniformity • Keep your online presence uniform as much as possible in look, feel, and “talk” • At UNH: – http://www.facebook.com/unhgradschool – http://www.twitter.com/unhgradschool – http://www.pinterest.com/newhavengrad • Brand consistency in identity and message is critical
  • 21. Facebook • Need a personal page first as administrator • Then establish a brand page • Timeline cover photo should represent who you are, your experience
  • 23. Facebook Courtesy of Danielle Glick http://www.copyblogger.com/timeline-cover-photo/
  • 24. Twitter • Personal administrator account not required • Can customize profile image and background • Can link to a cell phone number for updates • Consider a widget on your website
  • 26. Pinterest • Request an invite • Set up as brand page • Pin content from the web or upload photos representing you • Keep it fun, informal • Ideas for content: – Local things to do – Campus event photos – Great “eats”
  • 28. LinkedIn • Need an administrator before creating a group page • Group can become far- reaching: – Prospective/Current students – Alumni – Faculty/staff – Recruiters
  • 30. General Tips • Be open to mobile – Purchase smart phones for staff responsible for SM content • Set up vanity URLs for promotion – Facebook.com/unhgradschool • Flexibility on time commitment and early expectations
  • 31. WHAT TO POST What do I use for bait?
  • 32. Voice • What is your voice? • Echo your brand, mission • Communicating should reflect your service, campus experience • What is your brand message?
  • 33. Types of Content (According to MH) • Direct self promotion • Indirect self promotion • “Altruistic” self promotion
  • 34. Direct Self Promotion on SM • Events • Admissions Announcements • Grad Fair Attendance • “Leeching” on other content • Interactions with prospective students
  • 39. Indirect Self Promotion on SM • University News • Student News (Research, Study Abroad, etc.) • Faculty News (Research, Promotions, etc.) • Alumni News • Event Photos
  • 40. Indirect Self Promotion on SM • Location information • Interactions with current students • Contests – Do not necessarily have to be related to your programs
  • 42. “Altruistic” Self Promotion on SM • Graduate School Tips • Financial Aid Tips • News related to your programs • Job Postings
  • 43. Twitter Potpourri • Use #hashtags in your tweets – ie. #iopsychology or #emergencymanagement • Follow industry news and industry leader Twitter accounts – Example: @forensicnews – RT relevant content to your followers
  • 44. Finding Content • Alerts and searches for content – Google Alerts – Create searches on Twitter related to programs, industry, your institution, and more • Check your Facebook news feed and your followers’ pages • Be open to creativity • Enlist student help
  • 45. SOCIAL MEDIA ADVERTISING Brand Awareness
  • 46. Social Media Advertising • Creating a first ad – Demographic targeting – Geo-targeting • Ways to use these ads – Program Awareness – Brand Awareness – Recruitment Fairs – Webinars / Open Houses / Recruitment Events
  • 47. Social Media Advertising Channels • Be mindful of platform and audience • Costs: CPM vs. CPC
  • 49. Suggested Social Media Tools • Hootsuite • TweetDeck • Bit.ly • Facebook Insights • SocialBro • Klout • Radian6
  • 50. Thank you. QUESTIONS? Contact Information: Marcus Hanscom University of New Haven 203-932-7277 mhanscom@newhaven.edu @marcushanscom All social media demographic data provided courtesy of OnlineMBA.com via http://mashable.com/2012/03/09/social-media- demographics/