Education Seminar Ucat

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philip CAse
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There is no silver bulleT


We All hAve A CirCle oF inFluenCe.
people Are inFluenCed by Those They TrusT.


Circle of Concern What you
care about.

What you can
do something
about.

Circle of Influence


people do noT WAnT To be sold To.
They WAnT To inTerACT And be heArd.

* Enquiro: “Business to Business Survey 2007.”

you CAnnoT ConTrol The ConversATion,
buT you CAn pArTiCipATe in iT.


4 p’s


4 p’s
produCT


4 p’s produCT, priCe


plACe


plACe, proMoTion


3 r’s


3 r’s
relevAnT


3 r’s relevAnT, reAl


responsive


responsive, relATionship


10 WAys universiTies Are engAging
AluMni using soCiAl MediA
(special thanks to Mashable)

1. helping AluMni Find jobs: linkedin
And TWiTTer

using social media means the process is often
very hands-off for schools. in many cases uni-
versities create the group and allow the net-
working magic to take place, with alumni shar-
ing job opportunities by posting information
to the group and creating subgroups that are
focused to specific career or regional alumni
chapters.

August 11, 2009

byu Alumni
Twitter followers: 1,655
linkedin members: 8,656
Facebook Fans: 3,497


2. CollAborATion And ConneCTing
WiTh sTudenTs And TWiTTer

universities are using social media to
smooth the transition from being a student
to becoming an alumni by helping the two
groups connect and collaborate with each
other.



3. FundrAising: FroM e-MAils To TWeeTs

instead of sending out generic mass e-mails,
the challenge is moving to personal, one-to-
one forms of communication to make it more
effective.

emory u—The blue pig campaign

Colgate university (@colgatealumni) in new
york integrated Facebook Connect



4. TrAining AluMni To use soCiAl MediA

Michigan state university said the alumni
office has done over 25 presentations,
engaging 25,000 people—usually
piggybacking at events for alumni groups.



5. MeeTing AluMni Where They’re AT

some universities are playing a balancing
act between using mainstream social sites
(Facebook, Twitter, linkedin, etc.) and
building their own private networks.

should the resources be focused on creating a
private social network for alumni or using big
networks already available? And which is more
effective?

The results are mixed, but it all depends on the

goal at hand.


6. providing Tools To spreAd
inForMATion (WidgeT use)
http://www.clearspring.com/widgets/49c013d526cf9aa0/49c3e0b356abf390

how do universities share information with
alumni and at the same time give themselves
more visibility?



7. AluMni-generATed ConTenT

oregon state university uses Flickr and
encourages alumni to post photos of a cutout
of benny, the school’s mascot, taken in various
locales. Colgate university uploads photos to
its Flickr account and lets people interact
with them, including this set from an alumni
reunion. Melichar from Colgate said the con-
tent is what is important, not the container.
“if we post our photos to Flickr, they have their
own social life,” he said. “people can interact
with them and one another.”



8. proMoTing AluMni neTWorks

social networks are viral in nature and many
universities do very little to promote their
networks. some schools have multiple alumni
groups on the same social site because in
addition to officially sanctioned channels,
there are others that were started by alumni
themselves. so alumni associations try to
promote their official network as the central
hub for alumni to connect.



9. Mobile reunions

As a way to save on printing costs and be
environmentally friendly, princeton university
built a mobile website for its alumni reunion in
late May to supplement the printed program.



10. ConneCTing The doTs: google MAps



Class reunions are all about reconnecting to
old classmates and the school. To achieve that
goal, nazareth College created a website for
its 2009 reunion that used some neat social
media tools. The college sent “golden Flyer”
mascots to alumni who were in the reunion
class and encouraged them to forward the
birds to other alumni attending the reunion.
Alumni who received a flyer could check it in
on a google map on the website. They could
also take a photo of it and post it onto the
google map and track which alumni had the
bird and look at the locations of where it had
traveled.

http://www.flightoftheflyers.com



oregon state university uses google Maps on
its powered by orange site. The site includes
a map at the center of the page and lets al-
ums post their current location and career
along with their graduation year and degree.
The map already has a good number of orange
dots on it.

http://poweredbyorange.com/


10 WAys universiTies shAre
inForMATion using soCiAl MediA

1. gAThering And shAring inForMATion

sharing information about ourselves or things
that we find interesting is perhaps the most
common way that most of us use social media.
educational institutions use social media to
highlight their experts and publicize news that
has appeared in mainstream media sources.

What you are trying to do is educate and
provide insight into what the institution is like.



1. gAThering And shAring inForMATion

university of Minnesota

The university of Minnesota has a Twitting
following of 2,900 and 1,700 youtube
subscribers.


2. shoWCAsing sTudenT And
FACulTy Work

social media is often used in showcasing
student and faculty work. This can be as
simple as featuring photos taken by students
on a Facebook page or uploading videos to
your institutions youtube channel.



3. providing A plATForM To broAdCAsT
evenTs

some educational institutions have employed
social media to provide a better place for the
community to engage and participate in the
event as it’s happening.

live streaming video or common hashtag on
Twitter



3. providing A plATForM To broAdCAsT
evenTs

vanderbilt university (@vanderbiltu)



4. eMergenCy noTiFiCATion

With the growing popularity of social media
tools like Twitter, some schools are finding it
easier and quicker to spread news during an
emergency by complementing their e-mail and
text alerts with a Tweet and a Facebook mes-
sage or post.



5. ConneCTing people

social media is not a misnomer: it is really
quite social. A lot of connections happen
online organically without the college having
to do anything intentionally, except provide a
place for the community to connect and
gather.



6. produCing, noT jusT proMoTing

Colleges and universities across the country
are using social as a way to supplement
raditional press releases and as a publish-
ing tool to connect directly to their audiences
through nontraditional media, such as blogs.

stephen orlando, director of print media
at the university of Florida news bureau
(@uFnow), said their press releases posted
to the school’s Facebook page reach 21,000
people. “so we feel that even if the news

media doesn’t pick up a news release, we still
have a way to reach our audience,” orlando
said.


7. CreATing A diAlogue And
CoMMuniCATing To sTudenTs

social media is all about having a conversation
and is unique from other Web tools because
it provides a two-way dialogue and allows for
real discussion.

“longhorn Confidential”
during the school year, the university of
Texas hosted student blogs called “longhorn
Confidential” in which two students from each
grade level blogged about their experiences at

school.


8. FACebook oFFiCe hours

stanford university’s Facebook page

Facebook office hours are something of a
four-part process. First, a Facebook note
is posted promoting and describing the
professor or faculty member hosting the
“office hours.” Then a video is posted with the
faculty member talking about their research
or work. next, fans then have a chance to ask
the hosting member questions via comments.
Finally, the faculty member answers questions

through a second video, often addressing
those commenting by name.


9. CoAChing For The spoTlighT
As colleges and universities often produce
their own video and audio, Tv and radio pro-
ducers get a chance to see what a researcher
or expert sounds like on camera or in a sound
bite. This can help get experts invited on a
Television or radio show interview providing
very valuable exposure for the institution.



10. geTTing Wired viA Mobile

While some colleges and universities are still
trying to get their campus wired with WiFi,
stanford university has connected its students
through a mobile application.

students can register for classes, look up
campus maps, and be able to view the location
of their friends on a map. For those without
an iphone, the school also has a mobile web
client. other universities have introduced
similar applications (duke university, georgia

Tech, u Cal at san diego, etc.)

youTube Colleges ChAnnel

iTunes u

iTunes u, part of the iTunes store, is possibly the
world’s greatest collection of free educational
media available to students, teachers, and lifelong
learners. With over 200,000 educational audio and
video files available, iTunes u has quickly become
the engine for the mobile learning movement. it
puts the power of the iTunes store in the hands of
qualifying universities so they can distribute their
educational media to their students and the world.


hoW A universiTy eMbrACed soCiAl MediA
And sCored Millions in youTube vieWs


CArnegie Mellon universiTy

loCATion: piTTsburgh, pA

indusTry: higher eduCATion

nuMber oF eMployees: 4,000


CArnegie Mellon CoMpleTed A
Web 2.0-FoCused Web siTe redesign

goAl

The campaign’s goal was to increase the
visibility of Carnegie Mellon online and
increase brand awareness among students
and alumni.



TACTiCs

• securing 10,000 video views for
each of the three main robou vids
• getting 500 subscribers to the school’s
youTube channel within a year of the
campaign’s launch
• garnering 1,000 Facebook fans (followers
of the school on Facebook) within a year
of the campaign’s launch
• engendering viral forwarding of the
campaign’s videos and having them

picked up by large blog sites


TACTiCs

The university intended to highlight
its professors, alumni, students, and
curriculum by launching a series of
online videos. it also hoped to connect
on a deeper and viral level with its 70,000+
alumni to help build the university’s
presence and outreach, offline and online.

“We recognized that we needed to engage with our
intended audience on their terms,” said Marilyn
Kail, assistant VP for marketing communications.
“Prospective students are cynical about typical

hard-sell marketing. They trust their peers. They
appreciate entertainment. This is why social media
marketing worked so well.”


TACTiCs

The school created a youTube channel
and a Facebook presence as well as
released a series of videos on youTube,
yahoo video, Aol video, and Carnegie
Mellon’s site, among others.
Carnegie Mellon also released a series
of lectures from professors as part of its
youTube channel’s playlist.



The resulTs

The Web 2.0 initiatives by CMu continue
to increase awareness about the school
and its offerings.
Within a year of launch, Carnegie Mellon’s
initial goal of 500 youTube channel
subscribers has been surpassed.
Carnegie Mellon students continue to “blog
forward” the school’s online initiatives, and
word of the videos has spread virally to
more than 290 technology and news blogs,

(including gizmodo, which averages 50
million+ page views a month).


The resulTs

The initial goal for the three main robou vids was
10,000 youTube video views each. (youTube views
are counted if a video is played in its entirety.)
All three videos have surpassed that goal.
Carnegie Mellon also released a series of lectures
from professors as part of its youTube channel’s
playlist, titled “lectures.” one of those videos,
“really Achieving your Childhood dreams” has had
more than 2.2 million views on Carnegie’s youTube
channel. The 1 hour, 16 minute lecture was given
by dr. randy pausch. it was tagged and forward-

ed as “The last lecture,” which shares the title of
pausch’s book, released in April 2008.


lessons leArned

• in social media, keep your initial goals modest,
because there is no guarantee that an online video,
for example, will go viral. That said, make sure you
understand what social media measurement tools
are available and apply them.
• enabling collaboration among your organization’s
stakeholders can result in powerful outcomes.
encourage communication and forwarding of
content to extend the reach of your message.



lessons leArned

• Messaging needs to be authentic and engaging;
it cannot be ad- speak or otherwise be contrived.
• hope for the unexpected. There was no way to
tell that dr. pausch’s video would become the
viral success it became. if that does happen, take
full advantage; for example, Carnegie Mellon sub-
sequently adjusted its youTube channel homepage
by placing the successful video front and center.


e-MAil MArkeTing

• Although it has been around for some time, e-mail
advertising is one of the most effective forms of
direct electronic marketing.
• like most things that are web-based, analytics can
be collected and analyzed to help you hone your
messaging. used effectively, analytics will help
you improve the open and click-through rates over
time.


e-MAil MArkeTing

When MArkeTing using e-MAil, use The AidA sTrATegy.

• Attention: The first part of your write-up grabs
the readers’ attention.
• information: The second part gives them
information.
• desire: The third part makes them desire your
product/service.
• Action: The fourth part spurs them to action
(buy, click through to a website, etc.)


e-MAil MArkeTing

your e-mail provider should allow you to review
the analytics from your campaign. see “hot spots,”
trends, and patterns to help you improve future
mailings.


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