Fording the Social Media Channel

Fording the Social Media
Channel

#heweb12
#mcs6
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)


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


Cost per Follower

$3.48

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


Work study
Students and Interns

Marketing and Alumni
Communications

Admissions
Res Life/Student Affairs

Alumni Relations

Online
Apparent

Transparent

Accessible


Online Offline
Apparent Apparent

Transparent Transparent

Accessible 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

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

http://mstnr.me/TimingStudy

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 #casesmc
#psuweb #higheredlive
#sunycuad #cmgrchat

CASE Regionals
American Marketing Association


QUESTIONS?

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

Fording the Social Media Channel

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