UCDA Game Changers: How Higher Ed Institutions are Embracing Social media

Game Changers

How Colleges &
Universities are Using
Social Media
Lauren Candito
Co-Founder, Social Media Solutions
Monday, October 24, 2011 1

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What is
Social Media?


Social media are media for
social interaction, using highly accessible
and scalable communication
techniques. Social media is the use of
web-based and mobile technologies to turn

interactive
communication into

dialogue.

photo sharing
blogs
forums
wikis

bookmarking
Social Media sites

video sharing
rating sites
microblogging
podcasts


Social media sites include…


Real World Examples
Innovation
&
Excellence


University
of
Texas
@
Aus3n
12


In the city that hosts SXSW, The University of Texas at Austin is at the forefront
of social media. The school makes it easy to engage through their Know
website, which offers a social media directory sorted by colleges, ofﬁces,
libraries and museums. UT also supports social media with Facebook
bootcamps and a Social Media Club.

University
of
Oregon
13


Now this is how to have a clean, clear social media index page with best
practices and a very cool mobile site.

Carnegie
Mellon
University
14


their interactive student social media dashboard that even includes a bus
schedule.

Dartmouth
15


Once you "like" Dartmouth's Facebook page, you get to a welcome page with a
note from the president.

Lynn
University
16


Lynn students and staff are blogging up a storm! Check out the school's fun
and informative blog directory featuring real-time updates.

Texas
Tech
University

Texas Tech University: From Experimenter to Innovator
To ﬁnd innovation and inspiration for her universityʼs social media efforts, Lisa
Dubois Low of Texas Tech looks to top marketers for ideas that can translate
within higher education.

Texas
Tech
University
Link:

h@p://www.facebook.com/#!/TexasTechYou
Texas Tech uses social media to target a variety of stakeholders – from
prospective and current students to alumni and athletic fans to faculty and
staff. Their strategy is less about creating platforms to start conversations and
more about looking for conversations that their audiences are already having
and joining in.
Texas Tech their social media efforts through iTunes University. Next the Office
of Communications and Marketing launched a Facebook page. Unfortunately,
no one cared. The office took notice and decided to find out why. They
discovered no one was talking about the news they were pushing out, so they
decided to step back and realign their strategy. They scrapped the Office of
Communications and Marketing page and created a page for the entire
University brand instead.
After seeing success with Facebook, Texas Tech took on Twitter. To help
manage the social media efforts, Texas Tech hires on interns and require those
interns to bring fresh ideas to the table.

Texas
Tech
University
Link:

h@p://foursquare.com/texastech
Partnership with Foursquare: Texas Tech began keeping an eye on location-
based marketing at the beginning of 2010. Three months later, Lisa decided it
was time to take action. Step 1 was getting her team to use location based
tools themselves. Lisa saw so much potential in allowing visitors and students
to interact with tips, push messages, and custom badges as they explored
campus, but needed make sure they used the write platform. After using
GoWalla and Foursquare on a personal level, the Texas Tech team learned
Foursquare was launching pilot programs with universities like Stanford and
Harvard. Although Texas Tech was much smaller than the pilot universities,
their persistent efforts to convince Foursquare to launch a pilot program at
Texas Tech paid off. Because they had been strategically been thinking about
geolocation for 6 to 9 months, they had their Foursquare channel up within a
week of being accepted into the pilot program.

The
University
of
Alabama

Na3onal
Alumni
Associa3on


Goals: Engage UA alumni & Alabama fans in conversation; Increase
membership of the National Alabama Alumni Association.

Challenges: Diversity of info to share – ﬁnding interesting/relevant info other
than athletics; how to effectively engage alumni & keep them talking;
converting fans of the Facebook page to members of the organization.

The
University
of
Alabama

Na3onal
Alumni
Associa3on

Link:

h@p://www.facebook.com/#!/alabamaalumni
Strategy Development: 1) Switch from FB group to FB Page. How? Posted
on group to move to page, messaged users, spread the word through personal
networks, added link to FB page to the alumni staff email signatures for 1
month. Reached 3,956 fans within 4 months.

2)

Add
FB
link
to
alumni
website

3)
Two
week
challenge
for
fans
to
add
2010
more
fans
by
January
1,
2010.

The
University
of
Alabama

Na3onal
Alumni
Associa3on

Link:

h@p://twi@er.com/UAAlumniAssoc
Beyond Facebook: UA linked Facebook to Twitter so that anything posted to
Facebook also goes to Twitter. For original Twitter content, UA hosts a UA
Trivia contest on Twitter on Friday mornings. The questions are broad and can
ranging form anything pertinaing to the alumni association, university, a
speciﬁc college, or anything else fun and interesting. The ﬁrst person to submit
the correct answer via Twitter wins an Alabama-related prize.

Emory
University

Blue
Pig

Campaign


Social Media for Fundraising: Blue Pig campaign focuses on improving
undergraduate donations to Emoryʼs Annual Fund. Primarily used Facebook
and Twitter for outreach to Emory students to boost undergraduate donations
to the class gift campaign.

Emory
University

Blue
Pig

Campaign


Link:

h@p://www.facebook.com/#!/thebluepig
Twi@er:

h@p://twi@er.com/thebluepig
During
the
school
year
students
were
informed
of
special
events
though
the
Blue

PiggyBank
Facebook
proﬁle
and
Twi@er
(@thebluepig).

When
students
brought
their

spare
change
at
special
events,e
very
penny
went
towards
the
Class
Gi[
Book
Award,

which
is
a
$500
textbook
s3pend.

144
awards
were
given
out
that
year,
resul3ng
in

$72,000
of
textbook
money.

Oklahoma
State
University
Alumni

Associa3on

Link:

Orange
connect:

h@p://orangeconnec3on.org/s/860/start.aspx
How
your
Organiza3on
Can
Do
A
Lot
with
a
Li@le:
In
2008,
two
OSU
interns
got
approval
from
OSU’s
Alumni
staﬀ
to
start
a
Facebook
group.

Within
a
couple
of
weeks,
they
transi3on
to
a
Page.

A[er
Facebook,
the
associa3on
began

adding
plahorms
one
at
a
3me
and
now
uses
Facebook,
Myspace,
Twi@er,
LinkedIn,
YouTube,

and
Flickr.

Oklahoma
State
University
Alumni

Associa3on
Link:

Orange
connect:

h@p://orangeconnec3on.org/s/860/start.aspx
h@p://www.facebook.com/okstatealumni
Strategy
Development:
Goals
–
expand
web
presence;
reach
OSU
alumni
through
social
media;
grow
email
database;

keep
alumni
connected
to
each
other
&
the
organiza3on.

Challenges
–
Limited
budget;
limited
manpower;
maintaing
the
value
of
the
dues-‐based

organiza3on;
24/7
updates

A[er
a
Facebook
search
for
OSU
alumni
provided
over
40,000
results,
OSU’s
Alumni
Associated

decided
to
jump
right
in
with
a
hands-‐on
exploratory
trial
approach.

With
a
$5,000
budget,
the

associated
invested
most
of
their
resources
into
Facebook
ads.

Theses
highly
targeted
ads

featured
diﬀerent
messages
for
alumni
based
on
their
geographic
region.
Metrics:

OSU
uses
free
web
apps
like
bit.ly,
Google
Analy3cs,
and
TweetDeck
to
monitor
their

social
media
ac3bity.

According
to
Google
Analy3cs,
Facebook,
LinkedIn,
and
Twi@er
all
rank
in

the
top
10
for
referral
traﬃc
to
the
OSU
website.

Oklahoma
State
University
Alumni

Associa3on
“I
think
we’re
a
pre@y

good
example
of
how

you
can
do
a
lot
with
a

li.le.

We’ve
got
a
very

small
budget.

It
doesn’t

take
that
much
money
to

build
a
Facebook
Page.

It

takes
a
lot
of
hard
work

and
eﬀort.”

Words
of
wisdom
from
Chase
Carter
–
the
original
intern
advocate
turned
alumni
associate

employee
for
OSU
–
“I
think
we’re
a
pre@y
good
example
of
how
you
can
do
a
lot
with
a
li@le.

We’ve
got
a
very
small
budget.

It
doesn’t
take
that
much
money
to
build
a
Facebook
Page.

It

takes
a
lot
of
hard
work
and
eﬀort.”

University
of
Central
Oklahoma

Tracy
Fairless
is
an
instruc3onal
designer
at
the
University
of
Central
Oklahoma
and
an
advocate

for
social
media’s
use
in
the
classroom.

She
currently
uses
YouTube
for
student
presenta3ons
as

part
of
her
public
speaking
class
and
is
also
exploring
VoiceThread.

When
using
social
media
in

the
classrooom,
Tracy
advises
against
taking
on
too
much
technology
in
one
course
or
building
a

course
around
technology.

Instead,
pick
the
right
tools
that
beneﬁt
your
students
and
enhance

your
course
objec3ves.

29

With VoiceThread, group conversations are collected and shared in one place from anywhere in the
world. All with no software to install.

A VoiceThread is a collaborative, multimedia slide show that holds images, documents, and videos
and allows people to navigate slides and leave comments in 5 ways - using voice (with a mic or
telephone), text, audio ﬁle, or video (via a webcam). Share a VoiceThread with friends, students,
and colleagues for them to record comments too.

Users can doodle while commenting, use multiple identities, and pick which comments are shown
through moderation. VoiceThreads can even be embedded to show and receive comments on other
websites and exported to MP3 players or DVDs to play as archival movies.

West
Point
Associa3on
of
Graduates

=

31


West Point Association of Graduates (http://www.westpointaog.org/netcommunity/)
started integrating social media into their marketing plans, and West Point and their
athletics department followed suit. Within the ﬁrst year, they had 850 fans and have
grown to over 6,000 fans. Itʼs not only a way to stay in touch with alumni, but also share
relevant content such as photos and event information.

32


“Social media has let us manage things we could not have done without it. For example,
we ﬁlled a position in the advisory council through someone on Twitter,” states
McDermott. Social media has expanded the West Point Associate of Graduates network
and allows the organization to connect with their followers.
Hashtags During Graduation
During West Pointʼs graduation ceremony, the Associate of Graduates started a new
tradition. Parents and guests could tweet with the hashtag #WPgrad and join in on the
conversation. Now thatʼs social media in action!

Texas
A&M
University
Links:

h@p://www.facebook.com/tamu,
h@p://twi@er.com/TAMUtalk/,
h@p://foursquare.com/tamutalk
Texas A&M: Scavenger Hunt
Texas A&M recently used Facebook, YouTube, Twitter, and Foursquare for a campus-
wide scavenger hunt. Facebook and Youtube were used to promote the hunt, clues
appeared on Twitter, and users were awarded for checking in via Foursquare.

Texas
A&M
University

The
primary
goals
for
the
Scavenger
Hunt
campaign
were
to
1)
partner
with
the
Collegiate

Licensing
Company
to
promote
corporate
sponsors
of
the
University’s
Foursquare
program.

Sponsors
donated
prizes
for
the
scavenger
hunt.

2)

Integrate
all
socail
media
plahorms

together
and
grow
the
university’s
Twi@er
and
Foursquare
following.

Clues
were
only

distributed
the
the
oﬃcual
@TAMUtalk
twi@er
account,
and
students
had
to
check-‐in
to
venues

using
Foursquare
to
win.

3)

The
ﬁnal
goal
was
to
leverage
social
media
to
encourage
the

university’s
50,000
students
to
explore
their
5,200
acre
campus
as
never
before.

The

technology
was
a
tool
to
help
students
make
real-‐world
connec3ons
while
learning
more
about

their
campus.

Butler
University
h@p://twi@er.com/butlerblue2
Butler
University:

Butler
University
takes
its
Butler
Blue
mascot
to
a
new
level
by
giving
him
his
own
Twi@er

account.

@ButlerBlue2
updates
his
status
mul3ple
3mes
a
day
providing
a
fun
way
to
interact
wit
the

school’s
brand.

36


Stanford
University
37


Many universities are interested in sharing projects with the world — not to mention
educating others in the school. To that end, Stanford University is providing access to
faculty and student projects on its Facebook page. Students looking for inspiration for
projects can see videos, pictures and other previously done projects.
Also, gathering this information into one place makes it a little bit easier to search for
news and research being done at Stanford. The university has multiple pages, making it
easy to locate information on the Green Library, hospital and a number of the colleges
and departments. Stanford University also offers Facebook ofﬁce hours, at which time
faculty is available to answer questions on Facebook.

Harvard
38


The free social-networking and mapping game for smartphones, Foursquare, is making
its way into the world of higher education. While universities are still ﬁguring out how to
address Facebook, Twitter and other web 2.0 platforms, students are starting to use
Foursquare to label, praise, and sometimes mock college campuses.
Through Foursquare, students can add places, leave public tips, or add to existing ones
while gaining “badges” for checking into places. If they frequent one location enough,
they may even be awarded the coveted “mayor” badge. Harvard University has even
embraced Foursquare by using it to create an ofﬁcial school program that helps students
explore the campus.

Let’s go off campus for a bit...

39


San
Juan
Marriot
Video
Campaign
40


KLM
Surprise
41


KLM Surprise is a social media campaign launched by KLM using two social media properties –
“Twitter and Foursquare”. The KLM Surprise campaign involves a person flying using KLM and
tagging the location of his flight and tweeting the Foursquare location. The lucky winner gets a
free surprise gift from KLM on the airport of his departure.

The basic concept of KLM Surprise is to surprise a person sharing his flight details online by
gifting him something with a little personalized act of kindness on the spot. The campaign is an
experiment on how happiness spreads from one place to another.

42


Grasshopper, a company that provides virtual phone services, enticed 5,000 inﬂuential
politicians, business leaders, journalists, authors and bloggers in the U.S. with a FedEx
package containing 5 chocolate-covered grasshoppers. The package challenged each
recipient to eat the grasshoppers AND invited them to visit the Grasshopper website. The
website contained an inspirational video about entrepreneurship.

• 130,000 YouTube views
• 1,461 Tweets
• 1,999 blog posts and
news articles
• 8 mentions on national TV
broadcasts
• 93% increase in visitors to
the “How It Works” page
of their website
• 14 user-generated videos
• 51 user-generated photos
43


93% increase in visitors to the “How It Works” page of their website

My
Starbucks
Idea

44


To get a better handle on consumer feedback, Starbucks did just that with “My Starbucks Idea.”
The site allows users to submit suggestions to be voted on by Starbucks consumers, and the most
popular suggestions are highlighted and reviewed. Starbucks then took it a step further and added
an “Ideas in Action” blog that gives updates to users on the status of changes suggested.

By empowering their exceptionally web savvy consumer, Starbucks strengthens their campaign
to add a personal touch to coffee.
Lesson: Thinking of ways to build your company are great, but directly asking your consumers
what they want, is better. Acting on that information and doing it publicly is key to the success of
this campaign.

Tony Hawk’s Treasure Hunt

45


On Easter Sunday 2010, Tony Hawk hosted his second annual Tony Hawk Treasure Hunt on
Twitter, where he gave away skateboards, backpacks, guitars and other merchandise to fans. The
scavenger hunt was announced on his website and Twitter feed using the hashtag #THTH. He
sent items for hiding to friends in 60 cities in the U.S. and across the world and then spent hours
on Twitter on Sunday revealing their locations and learning which ones were found.
Hawk was able to successfully leverage Twitter to instantaneously build his fan base, which is
upwards of two million followers, and connect directly with fans in real-time.
YOu have alumni scattered across the country - bring your school spirit to them.

Are You Prepared?
Tips
for
Getting
Started

46


Who will be listening?


48


Who will be posting?


Find your voice

A Community Manager’s
job is to use social media
tools to build, manage,
and protect relationships
with your audience.

50


The community manager position is increasingly one that is at the pivot point between
the needs of the organization and the needs of the community and engages in aligning
both and enabling a conversational attitude that is meaningful for both sides.

When will you post?


Choose your platforms


Develop a content calendar


Choose your tools

54


55


56


57


58


How will you manage resources?


How will you integrate other
marketing efforts?


Jeweler Samuel Gordon ran this full-page magazine ad in a local publication. It includes
the company Twitter account, Facebook Page, iPhone App and a QR code for its
Android App.


To promote his reflective bike tape business, Brent Thomas sends postcards with a QR
code that may link to videos, pictures or his website.
Thomas also organized a scavenger hunt to promote his product. He announced the
hunt on his blog, hid free BikeWrappers all around the city, and disclosed their locations
over Twitter. The first one was found 20 minutes after the first Tweet.

Create a Social Media Policy


Getting Started

63


Community Guidelines

Be Be Be
Amazing Accessible Authentic

Respond
Provide real Honest and
and
value transparent
participate


Questions?


Ask me later...
Lauren@SocialMediaSolutionsLLC.com

www.SocialMediaSolutionsLLC.com

www.SM4Edu.ning.com


ASK ME LATER...
Lauren@SocialMediaSolutionsLLC.com

www.SocialMediaSolutionsLLC.com

www.SM4Edu.ning.com


UCDA Game Changers: How Higher Ed Institutions are Embracing Social media

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UCDA Game Changers: How Higher Ed Institutions are Embracing Social media