Fording the Social Media Channel

Fording the Social Media
Channel
#mcs6
#heweb12
Monday, October 8, 12

@plautmaayan

@MalloryWood

• Gooooooooooooooal setting
• Ford the river with your wagon party
• Timing, it is everything... and nothing
• Your content arsenal
• In 60 minutes or less...
• Networks and Networking
• Bunnies

Example
Goal: Use Facebook to impact recruitment.

Example
Goal: Use Facebook to impact recruitment.
SMART Goal: Increase interactions on Facebook
with Class of 2017 students by 15% before
January 1, 2013.

Examples of measurable objectives
• Increase followers by __%
• Increase content sharing __%
• Increase website traffic __%
• Increase avg time on blog __%
• Increase donations __%
• Increase applications __%
• Increase attendance at events by __%

http://mstnr.me/CASESMA2012

ROI =
(Gains - Costs) / Costs

‣After 2 months you gained 500 new
LIKES on FB.
‣You spend 5 min a day posting, listening,
and managing your Page (that’s 310
minutes).
‣You earn an annual salary of $45,000
(that’s equivalent to an hourly rate of
$21.64 or 36 cents/minute)

[500 - (310*$.36)]
__________________________
(310*$.36)
Cost per Follower

$3.48
Cost per Follower

CASE STUDY
The Great Give - FSU

“The best thing we could do
was reach out to members
where they were and how they
were communicating,”
- Daniel Krueger, Assistant Director of Annual Giving

Admissions
Marketing and
Communications
Students
Alumni
Work study
and Interns
Alumni Relations
Res Life/Student Affairs

Online
Apparent
Transparent
Accessible

Online
Apparent
Transparent
Accessible
Offline
Apparent
Transparent
Accessible

Photo by Joseph Carr

UWRightNow.wisc.edu

Results
• 1,018 stories, photos, videos, tweets
• Submissions from 50 states
• Submissions from 66 countries
• 14,000 unique visits to the site
• Average time on page = 5 minutes
• Mobile traffic = 20% of visitors
• Site shared 8,000+ times on social
networks

image of clock?
Photo by Petar Milošević - CC BY-SA 3.0

http://mstnr.me/TimingStudy
Twitter
‣ 1:00 - 3:00PM ET Mon. through Thurs.
‣ Avoid posting after 8:00PM.
‣ Avoid posting after 3:00PM on Fridays.
‣ Peak traffic times are 9:00 AM - 3:00PM ET Mon.
through Thurs.
Facebook
‣ 1:00 - 4:00PM ET = highest click throughs.
‣ Peak traffic time is Wednesday at 3:00 PM.
‣ Avoid posting after 8:00PM and before 8:00AM
‣ Wait to post until after 11:00AM

Twitter
‣ Tweets during "busy hours" (8:00AM - 7:00PM)
receive 30% higher engagement than Tweets
published outside that time frame.
‣ Tweets containing less than 100 characters receive
17% higher engagement than longer Tweets.
‣ Tweets with one or two hashtags receive 21% higher
engagement than those with three or more hashtags.
‣ Tweet no more than 4 times a day.
‣ Include images and links for highest engagement.
‣ Suggest tweeting on weekends.
http://mstnr.me/BuddyMediaData

Facebook
‣ Posts with 80 characters or less receive 23% higher
interaction than longer posts.
‣ Photo posts receive interaction rates 39% higher than
average.
‣ Do not post more than 7x a week.
‣ When fans are asked to comment on a post, there is a
3.3x higher comment rate than when they are not
asked to comment.
‣ When fans are asked to share a post, the share rate is
7X higher than those posts not asking fans to share.
http://mstnr.me/BuddyMediaDataFB

Photo by Jan Mehlich - CC BY-SA 3.0

Photo by David Kelleher - CC BY-NC-ND 2.0

Results
Twitter: 822 mentions, 263 new followers,
and 871 website clickthrus (a 204% increase
from 2010).
FourSquare: 308 people viewed the various
check-in specials and 213 people unlocked
the specials.
YouTube: 1 video submission with 250 views.

Social Media Calendar

In 60 minutes
or less.

Courtney Mallam
Coordinator, Print & New Media
Glendon Campus of York University
@CourtneyMallam

Megan Bernier
University Writer
Saint Lawrence University
@msteverb

Donna Talarico
Integrated Marketing Manager
Elizabethtown College
@donnatalarico

Ann White
Former Web Communications Coordinator
Oklahoma Christian University
@annmwhite

Photo by HighEdWeb - Flickr

Hashtags to Track
#edUi
#psuweb
#sunycuad
#casesmc
#higheredlive
#cmgrchat
CASE Regionals
American Marketing Association

Mallory Wood
Director of Marketing
mStoner, Inc.
@MalloryWood
mallory.wood@mstoner.com
QUESTIONS?
Ma’ayan Plaut
Social Media Coordinator
Oberlin College
@plautmaayan
maayan.plaut@oberlin.edu

Fording the Social Media Channel

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