For UCDA Design Summit (http://ucda.com/summit_schedule_10.lasso) You've likely heard about Facebook, LinkedIn, YouTube, Twitter, flickr, and more--but how can an institution actually leverage these tools to help with their integrated marketing efforts? We'll go through the basics of their use, show some examples of universities using the various tools, and talk about how you can tie them in to your existing efforts and strategies.

1. Social Media 101
Rachel Reuben
Rachel Reuben Consulting, LLC
Director of Web Communication & Strategic Projects - SUNY New Paltz

3. Social Media in Plain English

4. Social Media in Higher Ed
Marketing
Customer service
Relationship building
Connect with alumni, prospective students, current
students (donor relations, recruitment, retention)

5. Social Media Basics
Strategy first - then tools
Learn the tools by using them personally first
Do research to learn which tools your audience is tuned
into
Not a bullhorn
“Free” marketing research

6. Focus: Purpose
Why are you establishing a social media presence?
define specific measurable goals

7. Focus: Objectives/Goals
What do you plan to achieve with this social medium?
Inform? Encourage dialogue? Share information? What
kind of info?
How will this differ from your primary Web site?
Questions from Social Media Brief by Queen’s University

9. Focus: Target Audience
Who will be reading & commenting on your social
media?
Who are you trying to engage?

10. Focus: Target Audience
What tools do they likely use?

11. Focus: Execution & Maintenance
who will establish your presence?
who will be the administrator?
who will maintain it?
how often will it be updated?
how will you make connection to other outposts &
your Web site?
how will you promote it?

12. Some of the tools
Facebook flickr
LinkedIn private social communities
YouTube blogs
Twitter ustream

13. Facebook 101
difference between Fan Pages & groups
creative, engaging status updates
use 'message all fans' sparingly
social targeted ads

14. Facebook Examples in Higher Ed

15. Facebook Examples in Higher Ed

16. Facebook Examples in Higher Ed

17. Tool Tip
don't link FB & Twitter status updates
http://tinyurl.com/dontlink
some tools automate posting across platforms

the good & the bad

18. Promote your presence
set up vanity url for FB fan page
http://facebook.com/username
promote in appropriate places (signage in your
reception area, some ads)
logo usage guidelines
http://tinyurl.com/%guidelines
include mentions/links on your Web site &/or blog
include in e-mail newsletters

19. LinkedIn 101
primarily for personal networking
resume, recommendations
answers
introductions
groups: jobs, discussions, news

20. LinkedIn Examples in Higher Ed

21. YouTube 101
Videos
Channels
Ratings, comments
Playlists
Embed on other sites

22. YouTube Ex’s in Higher Ed

23. YouTube Ex’s in Higher Ed

24. Twitter 101
“A service for friends, family & co-workers to
communicate & stay connected through the exchange
of ” brief (140 character) messages.
One-to-many
Tools: Cell/smart phones, Web browser, applications

25. Twitter 101
Lingo:
tweet DM
@username hashtag
followers lists
reply (@) / mention RT

26. Why use Twitter in Higher Ed?
Personal & professional networking
Conferences (#ucda)
Resources
Listserv replacement
College
Sharing news
Listening
Connect with students, prospects, alumni

27. Twitter Ex’s in Higher Ed

28. flickr 101
image & video hosting site - photo gallery
social features: commenting, notes, people tag
embed in blogs & Web sites
organize: sets, collections, tags, title, description,
geotagging
group pool

29. flickr Ex’s in Higher Ed

30. Private Social Communities 101
Similar to Facebook
Features
Tools:
Ning
SocialEngine
ELGG

31. Private Social Communities
Ex’s in Higher Ed

32. Private Social Communities
Ex’s in Higher Ed

33. Private Social Communities
Ex’s in Higher Ed

34. Blogs 101
“A type of Web site, usually maintained by an individual
with regular entries of commentary, descriptions of
events, or other material such as graphics or video.
Entries are commonly displayed in reverse-
chronological order.”

35. Blogs 101
Author
Posts
Comments

36. Blog Ex’s in Higher Ed

37. Blog Ex’s in Higher Ed

38. Blog Ex’s in Higher Ed

39. ustream 101
Live (and on demand) video streaming
Comment
Live integration with Twitter & Facebook
Embed

40. ustream Ex’s in Higher Ed

41. ustream Ex’s in Higher Ed

42. QUESTIONS?
Rachel Reuben
rachelreuben.com
twitter.com/rachelreuben
linkedin.com/in/rachelreuben
slideshare.net/rachelreuben