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How Social Networks are Changing College Marketing, PR, and Alumni Relations

How Social Networks are Changing College Marketing, PR, and Alumni Relations. Dan Forbush NAICU Public Relations Academy February 1, 2009. Evolution of Computers in Marketing Communications. 1970s IBM Memory Typewriter Early 1980s Desktop Publishing Mid 1980s CompuServe

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How Social Networks are Changing College Marketing, PR, and Alumni Relations

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  1. How Social Networks are Changing College Marketing,PR, and Alumni Relations Dan Forbush NAICU Public Relations Academy February 1, 2009

  2. Evolution of Computers in Marketing Communications 1970s IBM Memory Typewriter Early 1980s Desktop Publishing Mid 1980s CompuServe Late1980s Email / Listservs Mid 1990s Static Web Late 1990s Dynamic Web Mid 2000s Social Web Late 2000s Mobile Web Mid 2020s Neural Web We’reHere

  3. 2009: Our Expanding Digital World • MySpace • ITunes • Flickr • iGoogle • Blogs • Podcasts • Wikis • Facebook • Twitter • YouTube • LinkedIn • Basecamp • Box.net • Slideshare

  4. The 2008 Presidential Race

  5. Main Obama Facebook Page

  6. Obama’s YouTube Channel

  7. Obama’s LinkedIn Group

  8. Obama in Twitter

  9. ‘Obama Everywhere’

  10. OrganizingforAmerica.com

  11. Obama’s Achievement ‘Barack Obama won the presidency in a landslide victory by converting everyday people into engaged volunteers, donors and advocates through social networks, email advocacy, text messaging and online video.’ Michael Krempasky EVP, Digital Public Affairs Edelman

  12. Why Our Use of Social Networks is Exploding* • They enable us to manage large extended networks more effectively • They provide information about others that serves as a ‘social lubricant,’ making it easy to interact • They give us new ways to connect with one another over shared interests, problems, or experiences, and to mobilize coordinated actions * Nicole Ellison, Michigan State University ECAR Study of Undergraduate Students and Information Technology, 2008

  13. In Higher Education “Social networking sites (SNSs) like Facebook and MySpace now constitute an integral part of the daily communications practices for many students. For those of us in higher education, it is particularly important to understand SNS practices, outcomes and motivations for use because these sites are fundamentally changing the social fabric of the university … “ Nicole Ellison Michigan State University ECAR Study of Undergraduate Students and Information Technology, 2008

  14. Social Networks Are Transforming PR, Marketing and Alumni Relations Because: • They’re interactive, engaging and ‘viral’ • They powerfully support ‘word of mouth’ • They’re merging with conventional Web sites • They’re the future

  15. Inauguration Day

  16. What’s Your Social Networking Strategy?

  17. At Skidmore We see the introduction of a Skidmore-managed social network as our best hope for strengthening our connections with young alumni

  18. Why Do We Need to? • Caller ID Screening: Annual fund callers now must make 16 calls for every live connection • Revenues from Calls are Declining:From $260,000 in 2005 to $110,000 in 2008 • Renewed Focus on Volunteers:Personalcontacts by peers are key

  19. New Capabilities the New ‘Skidmore Network’ Must Offer • Enable alumni to easily network by professional groups • Enable alumni to easily network by affinity groups • Enable alumni to post electronic class notes • And…

  20. Alumni must be able to access the new Skidmore Network using their Facebook user name and password

  21. Why Facebook?

  22. By Surveying Our Alumni, We Learned: • Twice as many Skidmore alumni use Facebook • as MySpace • 79 percent of alumni who use Facebook say • they use it daily • The more experienced with Facebook a Skidmore • alumnus/a is, the less likely he or she is to join • a Skidmore-managed network

  23. Here’s What They’re Telling Us • ‘Why reinvent the wheel? Facebook and Linkedin are sophisticated sites with lots of resources. Skidmore won't be able to duplicate their service.’ • ‘Who needs to remember another password?’ • ‘You need to go where people are, not expect them to come to you.’

  24. What Makes Facebook So ‘Sticky’ ?

  25. ‘Friending’

  26. Content-Sharing

  27. Content-Sharing

  28. Content-Sharing

  29. Content-Sharing

  30. News Feed (mine)

  31. News Feed (all friends)

  32. Interactions Galore(50,000 Applications)

  33. Facebook Pages Ideal for creating niche communities • Institutional voice • No ads • Visible to all – no login needed • Link Event pages to it • Listserv function • - Blog function • - Discussion topics • - Share photos and videos • Pull in videos from YouTube • ‘Fans’ can connect with each • other • And more …

  34. Measurement Facebook’s ‘Insight’ tool enables you to analyze traffic to your Page by any of the following:

  35. Page Views

  36. Fans

  37. Creating a Niche Community in Facebook

  38. Creating a Niche Community A Q&A • An Alumnus Q&A • YouTube video

  39. Creating a Niche Community ‘Notes’ is like a blog ‘Notes’ is likea blog

  40. Creating a Niche Community Alumni profiles

  41. Creating a Niche Community Alumnus MySpace Page

  42. Key Goals in Skidmore Network • Create an application that enables alums in any profession to create and maintain profiles of themselves in a Facebook community directly relevant to their interests • Link these profiles to their profiles in Skidmore’s alumni database so they can easily update key information

  43. Would You Like to Partner with Us ? Let’s develop the architecture for an ideal alumni community in Facebook and share the development costs! Write or call me: dforbush@skidmore.edu 518-580-5746

  44. Facebook Connect will be in key in this

  45. Facebook Connect ‘We believe the next evolution of data portability is about much more than data. It's about giving users the ability to take their identity and friends with them around the Web, while being able to trust that their information is always up to date and always protected by their privacy settings.’ Facebook May 9, 2008

  46. How It Works • Developers may add Facebook’s ‘rich social context’ to their own websites • Users may connect their Facebook account to any partner website for ‘single sign-on’ • Users may take their profile information with them wherever they go on the Web • Users may take their friends with them wherever they go on the Web

  47. New Forms of Facebook-enabled Public Dialog: Two Examples

  48. Facebook Connect With CNN.com

  49. Facebook Connect With CNN Forum

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