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Social Media What do we know? What should we do?

Social Media What do we know? What should we do?. CASE /New York Times Knowledge Network October 27, 2009 Robert M. Moore, Ph.D. Managing Partner. What we’re talking about. Engagement vs. outreach UGC vs. institutional messaging Tall-grass prairie vs. English formal garden

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Social Media What do we know? What should we do?

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  1. Social MediaWhat do we know? What should we do? CASE/New York Times Knowledge Network October 27, 2009 Robert M. Moore, Ph.D. Managing Partner

  2. What we’re talking about • Engagement vs. outreach • UGC vs. institutional messaging • Tall-grass prairie vs. English formal garden • Social media provide a means of participation, not a new channel for same-old “push” communications

  3. Ubiquity • 96% of Gen Y have joined a social network… …and by 2010 they’ll outnumber the baby boomers. • More than 50% of 21-year-olds have created content for the web.

  4. Rapid rise • Social media now ahead of email in internet usage • Achieving critical mass • Radio: 38 years to reach 50MM users • TV: 13 years to 50MM • Internet: 4 years to 50MM • Facebook: 100MM users in less than 9 months • If Facebook were a country, only China, India, and U.S. would be larger • More than 1.5 million pieces of content are shared on Facebook…daily. • More photo uploads on Facebook now than Flickr

  5. Everybody’s talking • Wikipedia has over 13MM articles… • …and it’s more accurate than Encyclopedia Brittanica. • Blog count: 200MM+ • 78% of consumers trust peer recommendations • …only 14% trust advertisements. • …power of WOM. • First commercial text message: 1992 • Now, 7B per day.

  6. The audience • Today’s 21-year-olds have: • Watched 20,000 hours of TV • Played 10,000 hours of videogames • Talked 10,000 hours on the phone • Sent/received 250,000 emails or IMs

  7. The audience • Outside of school, today’s average teen spends 6.5 hours/day with media: • 33% on the web • 26% TV • 21% telephone • 15% radio • When average teen graduates, they have spent 11,000 hours in school • …and 15,000 watching TV.

  8. The new social “commons” • 31B searches on Google every month. • 1 in 6 higher ed students are enrolled in online curriculum. • For teens and tweens, email = “talk to the hand”. • YouTube is the second largest search engine in the world • 100MM videos…and counting.

  9. Apps and YieldWhat’s Working?

  10. Survey says… • 89% of rising seniors visit social networking sites • Facebook and MySpace dominate • 70%+ visit at least once a day • Primary rationale: staying in touch with friends • Only 18% use social media in college search • Exploration of “fit” most important • Social networking sites rank at the very bottom of information sources in inquiry and application stages. • Student Poll College Board/Art & Science Group, January 2009

  11. As for yield… • Of 30 information sources, institutional Facebook/MySpace page ranks 28th • 9% “very/somewhat influential” • But, 6 of top 10 sources are WOM/personal • Parents, college friend, current student, alum, HS friend, faculty member • Social media, as contributors to WOM, are extremely powerful peer-to-peer and WOM tools. • High Achieving Seniors and the College Decision Lipman Hearne, October 2009

  12. So what to do? • Monitor • Twitter, RSS feeds, tagging • Engage • As an individual, not an institution • Launch and listen • Engaged response – positive and negative – will be immediate • Observe and imitate • Integrate • Part of a comprehensive strategy – not the strategy • Resource • People + skills + time = social media success

  13. Integrating the media

  14. Some Sites to Visitand Steal Ideas From

  15. Carnegie Mellon • Great branded YouTube channel • Content that begs to be shared www.youtube.com/user/carnegiemellonu

  16. Marquette University • Integrated campaign • Focus on peer-to-peer dialogue for incoming students http://tinyurl.com/mufb2013

  17. Keele University • Integrated Facebook, Twitter, RSS feeds • Involving both prospective students and alumni http://twitter.com/KeeleUniversity http://www.facebook.com/event.php?eid=172067565725&ref=nf

  18. San Diego State University • Social media as generator of story/institutional visibility http://arweb.sdsu.edu/es/admissions/ http://newscenter.sdsu.edu/sdsu_newscenter/news.aspx http://www.facebook.com/group.php?gid=2366012258&ref=search&sid=571741716.325577468..1 http://www.youtube.com/view_play_list?p=C1FF5BD745210C76&search_query=sdsu+living+on+campus

  19. Olivet Nazarene University • A branded, segmented channel http://www.youtube.com/user/OlivetNazareneU • Not featuring the most popular selection http://www.youtube.com/watch?v=LLByTnNwico

  20. University of California • Always room for a new idea http://bigideas.berkeley.edu

  21. Questions?

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