Optimizing Social Media: University of Wisconsin Extension

1. Optimizing Social Media: University of Wisconsin Extension September 2010

2. Introduction

3. What’s on the agenda? • Why did UW-Extension start using social media? • What is social media? • How has UW-Extension used social media to promote some of our programs? • Successes and challenges.

4. UWEX and the Adult Student Initiative The Adult Student Initiative: aim is to increase the number of adult, nontraditional students working toward a baccalaureate degree, with the ultimate goal of producing 72,000 more four-year college graduates in Wisconsin by 2017. Social media marketing = way to reach Gen X and Gen Y students.

5. UWEX and the Adult Student Initiative • Jobs requiring a bachelor’s degree are projected to grow at a faster rate than the overall job market. • From 2004-14 jobs requiring a bachelor’s degree in Wisconsin are projected to grow by 18.7%.

6. UWEX and the Adult Student Initiative Benefits of increasing the number of college graduates in Wisconsin: • Increased earning power   • A vital, growing state economy

7. What is Social Media? Many different definitions. Generally: Social media are works of user-created text, video, audio, or multimedia that are published and shared in a social environment.

8. Types of Social Media Types Popular Choices • Forums, blogs, message boards • Wikis, podcasts, • Social bookmarking, picture-sharing, • Instant messaging • Current popular social media sites include Facebook, Twitter, LinkedIn, YouTube, and Flickr

9. Who’s using Social Media? • Nearly three-quarters (72%) of online 18-29 year olds use social media sites–45% doing so on a typical day. • 39% of internet users thirty and older use social networking websites. • Under 30, those ages 18-24 (73%) and those ages 25-29 (71%) are equally likely to use social networking sites. • Men and women are equally likely to use these sites, as are whites, African-Americans and Hispanics. • Usage of online social networks among adults does vary by educational attainment—50% of online adults with at least some college experience use these sites, compared with 43% of such adults with a high school degree or less. *Source: Pew Internet and American Life Project

10. Who’s using Social Media?

11. Why Social Media Marketing? A January 2010 survey of 533 senior marketing executives in the Marketing Executive Networking Group (MENG) by Anderson Analytics looked at the importance of various marketing trends. The concept of Social Media officially made the top-10 list for the first time in 2010.

12. Why Social Media Marketing? MENG Executives were also asked which, if any, industry buzz words, they were most tired of hearing. The top 3 answers were • Social Media • Twitter • Social Networking

13. Incorporating Social Media UW-Extension’s primary social media efforts thus far have been focused on two of our programs: • Independent Learning • Bachelor of Science in Sustainable Management

14. Independent Learning • Independent Learning (IL) has offered self-paced courses at a distance since 1892. • IL offers 125 courses in more than 40 subjects in both online and print-based formats. • IL primarily attracts traditional students who are taking a single undergraduate credit course to fill out a semester schedule and stay on track to graduation.

15. Independent Learning Primary social media marketing for IL has been through Facebook. • In 2008, we e-mailed IL students inviting them to join the IL Facebook group. • Currently has 217 members and nine discussion groups.

16. Independent Learning

17. Independent Learning Typical IL Facebook posts: • “Is anyone taking any Spanish literature courses?” • “I'm about half through with meteorology and getting ready for the first exam— any experienced person out there who can help me with a couple issues?” • “Hello! Is anyone taking or has anyone completed U448-378, History of Africa since 1870?”

18. Independent Learning New IL account on Twitter (http://twitter.com/@IlWisconsin)

19. Bachelor of Science in Sustainable Management The online Bachelor of Science in Sustainable Management (SMGT) is a recent collaboration among UW-Extension CEOEL and four University of Wisconsin campuses: UW-Parkside, UW-River Falls, UW-Stout, and UW-Superior. The first students were enrolled for the fall 2009 semester.

20. Bachelor of Science in Sustainable Management Traditional marketing and public-relations were integrated with a social-media plan that included: • Student blogs • Facebook fan page • Facebook paid ads • Twitter page • Twitter news page for journalists • LinkedIn page

21. Bachelor of Science in Sustainable Management

22. Bachelor of Science in Sustainable Management

23. Bachelor of Science in Sustainable Management

24. Bachelor of Science in Sustainable Management • 531 Facebook fans (http://www.facebook.com/UWSMGT) • 509 followers on Twitter (http://twitter.com/UWSMGT/) • 50 journalists following @GreenDegree on Twitter (media-relations only) (http://twitter.com/@greendegree ) • 15 members on LinkedIn (plans to reach out to business community) (http://www.linkedin.com/groups?gid=2244069&about=) • Wikipedia page created (http://en.wikipedia.org/wiki/University_of_Wisconsin_Sustainable_Management) • SMGT student bloggers

25. Bachelor of Science in Sustainable Management Staff post approximately 10-20 times per month to the Facebook site. Typical posts include: Notes and questions from students and community members: • “This program is awesome!! I'm really learning about sustainability and how we can make a difference! Thanks UW-Extension!” • “Check this Green Jobs book out, it is amazing!” From the marketing department: • “Stop by the Green Collar Job Symposium and meet Crystal Fey, Program Manager, UW SMGT. It's this Saturday May 1, at the Madison Labor Temple, 1602 South Park Street, 9:30–5:30. Attendance is free” From student services: • “Summer registration is now open. Please go to www.sustain.wisconsin.edu and click on Registration to get started.”

26. Bachelor of Science in Sustainable Management Additional plans for the 2010-11 fiscal year: • submitting materials to iTunes U • posting videos on YouTube • photos on Flickr • Looking at potential for Foursquare • TeacherTube

27. Other Considerations • Staff time required (moderating and generating good content) Facebook, Twitter and all social media sites are monitored by Student Services staff. Response time is usually under one business day. • Add social media links to other marketing-emails, direct mail, department email signatures etc. • Hootsuite (management tool)

28. Legal Considerations Review the policies and terms on social media sites, and stay current. Things like privacy policies can change quickly.

29. Best Practices Create a Strategic Plan • Needs to start from the top of your organization • What social media platforms will be used and who will control them? • Balance risks and rewards • Who will monitor what others are saying about you? • Will you solicit user-generated content? If so, how will you monitor it? *Source Shoutlet, 2010

30. Lessons Learned • Don’t neglect traditional marketing techniques. We have maintained direct mail, print, radio and online advertising. • Support e-recruitment with social networking efforts. • Work with student services, faculty, program managers and more to stay informed and generate good content. • Just getting started? Focus efforts on just one or two areas to get your feet wet. • No silver bullet. Like any other marketing, it takes time and staff collaboration and effort to see results.

31. Questions & Answers