3. Who is this dude anyway?
•Manager, Web Services, BCIT
•Part-time web design instructor
•Beer-league hockey player
•Rock star wannabe * * More on this later
4. Definitely not a social media:
expert
evangelist(maybe a little)
strategist(well, not entirely)
guru
More of an experimentalist, if anything.
(aren’t we all?)
7. Can social media equal this?
…as a way to raise awareness?
8. Dunno.
Via Jeff_Werner on Flickr
http://www.flickr.com/photos/jeffwerner/274490620/
But it definitely won’t if we don’t
get engaged.
9. Our research has shown:
• BCIT brand awareness is high
• Perceptions are skewed
• Breadth is poorly understood
10. Can we make people aware of the
breadth of our offering…
…by getting them to think and talk
about their interests and goals?
11. We thought we’d try.
Using communication
methods and tools
that are meaningful to
our target audience.
Photo via Matt Hamm on Flickr. http://www.flickr.com/photos/matthamm/2945559128/
19. …but we kept talking about “the mob.”
(Notice the old screenshots…)
20. Think we could
Kay. Lemme
You know
get some
know when
students blog
those to write
Yo Dave. IWill do.
reckon.
S’up?
Yup.
they’re ready.
some of those?
things?
Director of Marketing Me
(Boss)
…and so, about daymonths later…
Then, one 3 in 2006…
22. The big idea:
• Give potential students:
– Unmediated commentary about BCIT
– A glimpse of student life that no
brochure or website content can provide
– A chance to interact with real students
• Then watch the applications roll in!
24. So what about all those
conversations?
Year # of bloggers Comments Total UPV myLife UPV
06/07 7 84 > 10K > 3K
07/08 7 21 > 12K > 4K
08/09 10 47 > 36K > 5K
25. It seems clear that:
• Student bloggers have been providing
valuable perspective over 3 years
• We still haven’t seen the level of
engagement we hoped for
28. Some of that
We’re looking
Yes, actually.
social media
I’m notvideo. a
to do really
And more
stuff. The
Seriously. Is this a
Lots Dave.
stuff on the
Yo of and so
Marketing
video. S’up?
Uh...
Cool.
Myface
It’llthis year.
rock. joke?
webarchetype.
on.
Director of Marketing Me
(Not my boss)
In the spring of 2008…
29. We need to transmogrify from:
• Static to dynamic
• One-way to two-way
• Announcement to conversation
30. Move past brochureware:
• “Here’s what we’ve got.”
• “Here’s what it costs.”
• “Here’s how you get in.”
• “Here’s what it’s like to study.”
31. The big idea:
• Use social media aspects:
– Creating
– Connecting
– Collaborating
– Critiquing
– Consuming
47. I was thinking
I’m not joking.
Oh, and I
we could
So I really
I evento do it
want have a Ow! My
Stop!
shoot forlot
Like, a three
want some Haha!
fourDave. it:
name for
Yo weeks
Seriously. Aw,…
Uh huh.
You’re
sides!
S’up?
crap.
video and
days on
of video. Good one.
Webathon!
from now. killing me!
Hilarious!
nights.
the site.
Director of Marketing Me
(Still not my boss)
In February of 2009…
48. Biannual BIG Info event plays big part in
students’ decision to come to BCIT.
49. The big idea:
• Shoot and post video non-stop for 4
days and 3 nights (67 hours)
• Then watch the applications roll in!
56. Also notable:
• During event we used twitter to
interact with and convert a
disgruntled BIG Info attendee
• BCIT President actually passed
along congratulations to the 3bn
team (I know!)
57. We have started to engage the mob…
…and they aren’t that scary. (Mostly).
59. Integrated strategy:
• Why are we involved in social media?
Why is our audience?
• How does it enhance offline efforts?
• What behaviourare we trying to
influence?
• How will we measure success?
60. Community tending:
• Staying engaged with the
community (wherever they may be)
• Getting internal stakeholders to
participate
• Where will conversions happen?
61. Focus on the experience:
• How does our presence on SM sites
integrate with our website?
• Do we have the technical expertise to
create a killer experience?
• Are our people ready to engage
online and F2F?
62. The mob is out there. Talking about you.
Show them some love.
Via rumikelon Flickr.
http://www.flickr.com/photos/rumikel/2931980674/