Slides for presentation I did on 6 April at Congreso CASE Latinoamérica 2011. Explores six significant themes that marketers, social media people, and other leaders in higher education need to focus on this year. I discuss how all communications & marketing channels are connected, how everyone needs to

1. Congreso CASE Latinoamérica 2011
#SOCIALMEDIA:
What Lies Ahead
1

2. @me
michael.stoner@mstoner.com
@mStonerblog
mStoner.com
slideshare.net/mStoner
+1.312.622.6930
2

3. soc media soc media
white paper topline data
bit.ly/eqlTsV bit.ly/c1CQvC
3

4. soc ial me d ia
20 1 1 :
6 the me s
5

5. 1.
Everything
is connected
to everything
else.
bit.ly/9uemQS
6

6. campaigns
a focused effort to achieve
goals using a variety of
channels appropriate to the
results sought
7

7. Search
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8

8. channels
web website & blog
map Google Map w/PBO pins
other SM Twitter, Facebook, LinkedIn
merchandise PBO t-shirts & tschotskes
real world store signs, bus wraps, ads
personal meetings, displays,
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9. bit.ly/aSJZQZ+
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10. 11

11. 12

12. case studies
Baylor School: budurl.com/5r3g
Beaver Country Day School: budurl.com/h2yg
Emory University Blue Pig: budurl.com/8bzy
Flight of the Flyers: budurl/xmcz
Northfield Mount Hermon: budurl.com/pw89
PBO: budurl.com/f5n6
Proctor Academy: budurl.com/vlwu
William & Mary Mascot Search: bit.ly/cLJDpj
Worcester Academy, WAMash: budurl.com/9e9f
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13. 2.
It’s reality time
for social media.
14

14. #ETHIC_FAIL
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15. who are institutions reaching via sm?
Alumni 96%
Friends and Supporters 77%
Current Students 69%
Donors 66%
Current Faculty / Staff 64%
Prospective Students 57%
Parents of Current Students 49%
Parents of Prospective Students 43%
Media 42%
Employers 37%
Guidance Counselors 23%
Government Organizations 18%
16

16. top strategic goals for social media
Goal rank (1 to 5)
Engage alumni 4.4
Sustain / improve brand image 4.0
Increase awareness /ranking 3.5
Improve community relations 3.4
Engage current students 3.3
Engage current faculty / staff 3.1
Engage prospective students 2.9
Engage admitted students 2.9
17

17. Tie social media to business goals
Business Drivers Goals
Financial
•
Revenue (when possible)
•
Expenses
•
Leads
Customers
•
Customer experience/
satisfaction
•
Customer service/support
•
Building community
Brand
•
Awareness
•
Thought leadership
•
Innovation
Source: “Social Media Action Plan Template” by the Horn Group on Slideshare
18

18. The ROI Pyramid
Role: Metrics: Specific Data (examples)
© 2010 Altimeter Group
[source: Jeremiah Owyang, Altimeter Group]
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19. 20

20. 3.
All you need is
Facebook.
21

21. 81%
consumers who have “unliked” a
company on Facebook
on.mash.to/dJhx0R
22

22. 44%
consumers who have “unliked” a
company for posting too frequently
on.mash.to/dJhx0R
23

23. 4.
The net is in your
pocket, where
you are.
24

24. social content on mobile platforms
m.wm.edu upcoming FIT mobile site
25

25. Photograph: Bloomberg via Getty Images
scvngr.com
mstnr.me/gQ1ZL2
26

26. 5.
Content is king
but won’t reign
without strategy.
27

27. Monday Tuesday Wednesday Thursday Friday
Theme: Question Facebook feature Sharing stories Women’s Equality Day Soldiers and Families
online
LOE: Strategic Environment Equip and Train Equip and Train Strategic Environment Soldiers & Families
Flickr: Pull 3-5 photos from various sitesPull 3-5 photos from various Pull 3-5 photos from various Pull 3-5 photos highlighting Pull 3-5 photos highlighting
sites sites women in the Army Military Families
Photo of day: “Convoy Fights off Insurgent “The Wall Hanger” “In the Early Morning Light” “Don’t Look Down” 6,086 Soldier/Family Oriented
Ambush” 6,075 total views 7,373 total views 3,888 total views total views
Facebook: #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day
#1: #2: Question: “Army #2: Highlight “Ft. Benning” #2: G/8 Video (Army #2: Women in Army History #2: Family Tour BCT
Inspiration” (over 1,330 #3: Promote Army Videos Modernization) (army.mil/women) (army.mil feature)
#2: comments) on iTunes #3: Promote Women’s #3: Personality Profile of #3: Question: Improvements
#3: Birthplace of National Guard Equality Day Women Soldier in supporting Military Family
#3: (army.mil)
Tweets: #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day #1: Photo of the Day
#1: #2: Trivia:7 Core Values (over 10 #2: Cross-promote “Ft. #2: Cross-promote Army #2: Trivia: 1st Women #2: Cross-promote Army.mil
responses) Benning” Modernization Video Generals? feature story
#2: #3: Question: “Army #3: Promote Army Videos #3: Promote Women’s #3: Shout-out to Female #3: Question: Improvements
Inspiration” (over 25 responses) on iTunes Equality Day Soldiers (about 20 in supporting Military Family
#3: responses)
Blog: “To Protect & Defend”-Army Army Blog Feature Bloggers Roundtable Personality Profile Photo Slideshow of “Welcome
Inspiration (Army Technology) (Unmanned Aircraft Sgt. Tyronda Dorsey Home” Celebrations
Systems) (over 1650 FB shares)
STAND-TO! Pain Management Soldier Athlete Initiative Comprehensive Soldier Women’s Equality Day Army’s Land War Net
Fitness
Goal: To educate & engage with To promote external Army To inform Soldiers & To inform/educate audience To engage Military families
audience initiatives & to inform audience of advances in on Women in Army History
audience Army technology
Measure of FB: 3 posts; 629 likes, 120 FB: 3 posts; 615 likes, 138 FB:3 posts; 1105 likes, 163 FB: 3 posts;1133 likes, 131 FB: 3 posts; 850 likes, 175
Effectiveness comments (aver. per post) comments (aver. per post) comments (aver. per post) comments (aver. per post) comments (aver. per post)
Twitter: 4 tweets; 42 re-tweets Twitter: 3 tweets; 47 re- Twitter: 3 tweets; 50 re- Twitter: 4 posts; 51 re- Twitter: 3 tweets; 56 re-
Blog: 3148 page views tweets tweets tweets tweets
Blog: 3190 page views Blog: 3,563 page views Blog : 3,010 page views Blog: 4,392 page views
Source: “5 day social media strategy template” by U.S. Army: mstnr.me/eI5b8c
28

28. 6.
Privacy becomes
an issue.
At last?
29

29. b e st
pract ice s
30

30. [source: Jeremiah Owyang, Altimeter Group]
31

31. Social Strategists struggle with relying on engagement
data
We asked 140 Corporate Social Strategists: What measurements are
most important to evaluating the success of your program?
Engagement data: Retweets, comments, fans,
likes, followers, members
65.5%
Sentiment: Overall opinion of what people say 46.2%
Website Traffic 39.5%
Conversions or leads 34.5%
Customer satisfaction rates: Net promoter,
survey satisfaction
33.6%
Share of voice or total mentions 27.7%
Actual product revenue 21.8%
Other (please specify) 10.1%
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
© 2010 Altimeter Group
[source: Jeremiah Owyang, Altimeter Group]
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32. SM success/1
specific goals
more planning, less spontaneous
institutional buy-in & support
control of SM content & staff w/in
dept.
in-house expertise
[bit.ly/c1CQvC]
33

33. SM success/2
go beyond Facebook, use multiple
channels
target multiple audiences
multiple measures of success
more likely to have policies
[bit.ly/c1CQvC]
34