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College Occupational Programs Marketing, Advertising, Interacting,

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Some Research Do prospective college ... Social Media Roadmaps: Exploring the futures triggered by ... The Facebook marketing bible: 24 ways to ... – PowerPoint PPT presentation

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Title: College Occupational Programs Marketing, Advertising, Interacting,


1
College Occupational Programs Marketing,
Advertising, Interacting, Engaging through
Social Media
  • Clark R. Harris
  • Mott Community College

2
College Occupational Programs Marketing,
Advertising, Interacting, Engaging through
Social Media
  • Clark R. Harris
  • Mott Community College

3
Disclaimer
  • I have been involved in the use of technology for
    some time.
  • I created my first organizational Web site in
    1995.
  • I have used Facebook, LinkedIn, blogs, Twitter,
    Flickr, YouTube, etc. and have created
    organizational accounts in Facebook Twitter.
  • I also teach the EDCI750 Emerging Technologies
    course at K-State, as part of the Educational
    Computing, Design Online Learning Program.
  • I have been a user of social media and read a lot
    about the area of social media, but virtually
    none of this information is original. Some may
    not be cited on the slides, but much of it is
    from the references cited, and probably more.

4
What is Social Media?
  • interactions among people in which they create,
    share, and exchange information and ideas in
    virtual communities and networks.

Ahlqvist, T. Back, A., Halonen, M. Heinonen, S.
(2008)
5
What is Social Media?
  • "a group of Internet-based applications that
    build on the ideological and technological
    foundations of web 2.0, and that allow the
    creation and exchange of user-generated content.

Kaplan A.M., Haenlein M., (2010)
6
Who is using Social Media in the promotion of
  • Your school?
  • Occupational programs?
  • Events, projects, etc.?

7
What applications are Social Media?
8
What applications?
  • Blogs
  • Facebook
  • Flicker
  • Google
  • Instagram
  • LinkedIn
  • Twitter
  • Youtube
  • Etc.

9
Facebook examples
  • Mott CC Page https//www.facebook.com/MottCommunit
    yCollege
  • Technology Division https//www.facebook.com/MCCTe
    chnology
  • Electronics Program https//www.facebook.com/MottE
    LEC Video
  • Gateway CC https//www.facebook.com/Go2GCC/
  • Mid Michigan CC https//www.facebook.com/midmich/
  • Grand Rapids CC https//www.facebook.com/grandrapi
    dscc Video
  • Lansing CC https//www.facebook.com/LansingCommCol
    lege1
  • Video, Youtube Channel
  • Macomb CC https//www.facebook.com/MacombCC/
  • Marketing pieces

10
Youtube examples
  • Jackson CC Virtual Tour http//www.youtube.com/wat
    ch?vLjuESTL_T8I
  • Kirtland CC http//www.youtube.com/user/KirtlandCC
  • Virtual Tour http//www.youtube.com/watch?v8VtlOx
    _POPU
  • Macomb CC Student Testimony http//www.youtube.com
    /watch?vCBq3Cb7hEHc
  • Monroe CC http//www.youtube.com/user/MonroeCCC
  • Mott CC MAET http//www.youtube.com/user/maetatmot
    t

11
Twitter examples
  • Kellogg CC https//twitter.com/Kellogg_CC
  • North Central CC https//twitter.com/NorthCentralM
    C
  • Oakland CC https//twitter.com/OCCollege

12
Flickr examples
  • Lansing CC http//www.flickr.com/photos/48770385_at_N
    08/
  • Mott CC (not official) http//www.flickr.com/photo
    s/clarkharris/sets/72157625248106023/
  • Wayne County CC (not official) http//www.flickr.c
    om/photos/dharder9475/sets/72157625802233731/with/
    5396415189/

13
Pinterest examples
  • Kellogg CC http//pinterest.com/kelloggcc/
  • Macomb CC http//pinterest.com/macombcc/
  • North Central Michigan CC http//pinterest.com/nor
    thcentralmc/

14
Blogs examples
  • Kirtland CC http//blogs.kirtland.edu/

15
Using Icons Example
  • North Central
  • Michigan College
  • http//www.ncmich.edu/
  • Facebook
  • Flickr
  • Pinterest
  • Twitter

16
Who can we use Social Media?
  • To engage
  • Current Students
  • Future Students
  • Past Students
  • Community Members
  • Faculty Staff
  • Business Industry
  • Donors

Almost 96 of people surveyed say they use
Facebook (Bank of America, 2011)
17
How can we use Social Media?
18
Some Research
19
Do prospective college students use Social Media?
  • Two-thirds of the class of 2012 used social media
    to research colleges and universities
  • Facebook stands head and shoulders above the pack
    for admissions research (57 percent)
  • 38 percent SM influential in their decision

Poisso (May 7, 2013)
20
Social Media Advancement Results 2013
  • The Council for Advancement and Support of
    Education (CASE) is a professional association
    serving educational institutions and the
    advancement professionals who work on their
    behalf in alumni relations, communications,
    development, marketing, and allied areas.
  • Huron Education
  • mStoner is a marketing communications agency that
    works with education institutions on strategy and
    development of websites, social media, brand, and
    print.

21
Social Media Advancement Results 2013 (Cont.)
  • Fourth annual survey
  • Method survey mailed to 18,144 CASE members
    tweeted by Michael Stoner and other mStoner team
    members
  • 1,080 response (a 6 response rate)
  • most CASE members are fundraisers, institutional
    communicators (PR, media relations, marketing,
    publications, and periodicals), and alumni
    relations professionals, that is the focus here
    (the views of enrollment and admissions
    professionals are underrepresented).

22
Social Media Advancement Results 2013 (Cont.)
  • Top goals
  • engage alumni
  • strengthen brand image
  • Most commonly used channels
  • Facebook
  • Twitter
  • LinkedIn
  • YouTube

23
Social Media Advancement Results 2013 (Cont.)
  • Management diversity social media is centralized
    at some institutions highly dispersed at
    others. This diversity of management shows no
    sign of diminishing.
  • Most (83) departments handle their own social
    media activities, usually with input from others.
  • Comms/PR depts. most likely responsible for
    creating, monitoring compliance with,
    enforcing, institutional SM policies (73).

24
Social Media Advancement Results 2013 (Cont.)
  • Whats new in 2013
  • SM is increasingly woven into campaigns
  • The majority of respondents say their institution
    uses SM for fundraising development
  • Facebook predominates.
  • We use SM more commonly to connect with
  • current students their parents
  • prospective students their parents
  • faculty sta?.

25
Any concerns about Social Media in the Community
College?
  • Loss of control of your brand
  • Unexpected information
  • Inappropriate photos or text
  • Can we control it?
  • Should we control it?

26
Random Points to Consider
  • Use Photos-Facebook is the largest photo sharing
    site

27
Five Tips for Marketing to College Students
  1. Consider mobile marketing
  2. Get to the point, fast
  3. Dont try to be cool if youre not
  4. Get your product right before bragging about it
  5. Win over mom and dad

Williams, G. (September 24, 2010)
28
4 steps to create a great Facebook page for your
school
  1. Content
  2. Identity
  3. Networking
  4. Promotion Engagement

Romeri, M. (May 3, 2012)
29
To maximize all Facebook has to offer and create
a worthwhile campaign
  • Content
  • Engagement
  • Connections sharing

Craig, K. (2011)
30
Seems like just the beginning of the conversation
on Social Media
31
References
  • Ahlqvist, T. Back, A., Halonen, M. Heinonen, S.
    (2008). Social Media Roadmaps Exploring the
    futures triggered by social media
  • Career Track Facebook marketing workshop
    workbook
  • Craig, K. (2011). Facebook and college students
    Is marketing effective,
  • Gardner, L. (April 19, 2013). Social-media use
    grows at colleges, despite little dedicated
    staff, http//chronicle.com/blogs/bottomline/socia
    l-media-use-grows-at-colleges-despite-little-dedic
    ated-staff/
  • Gillin, P. (2009). Secrets of social media
    marketing How to use online conversations and
    customer communities to turbo-charge your
    business. Quill Driver Books.
  • Glen, 10 ways to create more engaging Facebook
    page, http//www.toprankblog.com/2010/05/10-ways-e
    ngaging-facebook-page/

32
References
  • Kaplan A.M., Haenlein M., (2010). Users of the
    world, unite! The challenges and opportunities of
    social media, Business Horizons, Vol. 53, Issue 1
  • Poisso (May 7, 2013). Academia and Facebook are
    finally getting along, and applicants are taking
    notice, http//www.digitaltrends.com/social-media/
    college-grads/
  • Qualman, E. (2013). Socialnomics How social
    media transforms the way we live and do business,
    Wiley
  • Romeri, M. (May 3, 2012). The innovative
    marketers blog Four steps to fresh Facebook
    marketing for schools and colleges,
    http//www.imrcorp.com/innovative-marketing-blog/b
    id/55829/Four-Steps-to-Fresh-Facebook-Marketing-fo
    r-Schools-and-Colleges
  • Smith, J. (2007). The Facebook marketing bible
    24 ways to market your brand, company, product,
    or service inside Facebook, http//www.insidefaceb
    ook.com/facebook-marketing-bible/

33
References
  • Social Media Advancement Results 2013,
    http//www.case.org/Documents/AboutCASE/Newsroom/C
    ASE-Huron-mStoner-SM2013-CASESMC28029.pdf
  • Top 100 social media colleges, http//www.studenta
    dvisor.com/top-100-social-media-colleges-page3
  • Weber, L. (2007). Marketing to the social web
    How digital customer communities build your
    business, Wiley.
  • Wikipedia/social media, http//en.wikipedia.org/w
    iki/Social_media
  • Williams, G. (September 24, 2010). Five tips for
    marketing to college students. http//www.entrepre
    neur.com/article/217344

34
Contact Information
  • Clark R. Harris, Ph.D. Dean of Technology Mott
    Community College 1401 East Court Street Flint,
    MI 48503-2089 810.762.0337 clark.harris_at_mcc.edu
  • Find the Technology Division On Facebook -
    http//www.facebook.com/MCCTechnology
  • On the Web - http//www.technology.mcc.edu
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