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SMBNH at SNHU
                   Social Media
                      In Education




Aleuromedia LLC       www.aleuromedia.com   KSLeBlanc
kelley@aleuromedia.com
                      On Twitter @KSL

Aleuromedia LLC         www.aleuromedia.com   KSLeBlanc
My Surprise
                  marketing students graduating with a BA
                  that do not have a LinkedIn profile

                  students using Facebook that do not know
                  how to set permission levels to their content

                  marketing students graduating without
                  understanding the evolution of marketing and
                  the effects of web 2.0

                  students with almost no understanding of
                  how social media effects businesses
Aleuromedia LLC                  www.aleuromedia.com              KSLeBlanc
My Surprise
                  administrations trying to silence or restrict
                  conversation about the school in social media

                  institutions leaving real relationships at the
                  curb

                  misunderstandings about the cost to
                  implement and maintain social media efforts

                  lack of organizational social media policy and/
                  or plan

                  omission of Facebook advertising for
                  recruitment
Aleuromedia LLC                   www.aleuromedia.com              KSLeBlanc
SocMed 101




Aleuromedia LLC     www.aleuromedia.com   KSLeBlanc
SocMed 101




Aleuromedia LLC     www.aleuromedia.com   KSLeBlanc
Focus
                  Evolution of
                  Marketing

                  Personal Brand

                  Social Media Plan

                  Social Media Policy

                  Brand Equity



Aleuromedia LLC      www.aleuromedia.com   KSLeBlanc
Evolution of Marketing



                   Social Media




Aleuromedia LLC       www.aleuromedia.com   KSLeBlanc
Broadcast



                                           Photo credit : fxgeek's photostream
                                           licensed through Creative Commons
   Photo credit: Human Productivity Lab,
   licensed through Creative Commons




     All of these channels pushed a message.
 The audience participated by listening and buying.

Aleuromedia LLC                                            www.aleuromedia.com   KSLeBlanc
Evolution of Marketing

     The audience
   participates on all
       levels now.
 Evaluating, promoting,
  advising, requesting.




Aleuromedia LLC      www.aleuromedia.com   KSLeBlanc
On the fence.
        Where
       are you?                                    Already
                                                 using it and
                                                   want to
    Don’t believe it has           Social        know more.
     a role in business
      or educational               Media
       organizations.



Aleuromedia LLC            www.aleuromedia.com           KSLeBlanc
On this side of the fence:


        Still Feeling Like
           There’s Too
          Much Noise?


Aleuromedia LLC          www.aleuromedia.com   KSLeBlanc
Consider This




Aleuromedia LLC      www.aleuromedia.com   KSLeBlanc
Consider This



                  It’s important to someone




Aleuromedia LLC          www.aleuromedia.com   KSLeBlanc
It’s About Relevancy

          Twitter is like a
             hammer.




       One tool, two very
        different uses.


Aleuromedia LLC               www.aleuromedia.com   KSLeBlanc
The Equity Equation
         “During my studies we attempted to calculate a raw (not accounting
         for loyalty, engagement, and influence) equation that could tell us
         what equity a person carries. We did this using Ashton Kutcher’s race to
         one million followers as the basis. We wanted to know what it would cost
         to reach a million fans/consumers by traditional means of advertising. This
         included using mediums such as Radio, Television, Newspaper ads, and
         Billboards.

         After applying conversion rates we discovered that it would cost close to .
         54 cents per person reached. So let’s use my twitter account where I
         have a total of 88 followers, we then multiply my 88 followers by .54 to
         calculate that I have a brand equity of 47.52 per tweet.”




Aleuromedia LLC                       www.aleuromedia.com                          KSLeBlanc
The Equity Equation
         “As part of this class we were asked to create an equity equation that
         would allow us to evaluate the cost of a personal brand. To do this I
         researched how much it would cost to turn 1 million potential consumers
         into sales using traditional marketing means such as radio, TV, newspaper,
         and billboard. Although there is no right or wrong answer to what
         the value of a brand is I was able to create an equation that I feel is a
         decently accurate representation of brand equity. According to my equation
         it would cost about $1,180,080 to convert 4 million impressions into 1
         million sales. Creating an equity equation was more an exercise in
         thinking outside of the box and finding new ways to research
         than an exercise in accuracy. ”




Aleuromedia LLC                       www.aleuromedia.com                             KSLeBlanc
Innovate and
                   Recommend




Aleuromedia LLC      www.aleuromedia.com   KSLeBlanc
Innovate and
                          Recommend
         Like many educational institutions DWC
         does not want to get a bad reputation
         based on the content that its students
         are posting, and there is also the
         liability issue of whether or not action
         should be taken if a student (or staff
         member for that matter) has pictures or
         content posted doing something illegal or
         against school rules.




Aleuromedia LLC                    www.aleuromedia.com   KSLeBlanc
Innovate and
                   Recommend
                   Unfortunately there have been instances
                   where instead of letting conversation happen,
                   the blog comments have been monitored and
                   removed if it is contradictor to a post. Even
                   more recently the school created an account
                   on Twitter under the name @DWC_Eagle. To
                   my surprise several of the more visible staff
                   members such as President Myers and Dean
                   Elsass jumped on the bandwagon and got
                   accounts as well. Unfortunately the only one
                   actually adding any content is @scelsass,
                   although that is not very frequent.



Aleuromedia LLC          www.aleuromedia.com                       KSLeBlanc
Innovate and
                   Recommend




Aleuromedia LLC      www.aleuromedia.com   KSLeBlanc
Innovate and
                       Recommend
         I have several recommendations for the school that can
         all be summed up in one word: teach.
         Teach the faculty and staff members (especially the
         account administrations) about social media.
         Teach them how to use social networking sites and how
         valuable using them can be when they are used
         correctly.




Aleuromedia LLC               www.aleuromedia.com             KSLeBlanc
Innovate and
                       Recommend
    “...it should be a requirement for every student to take a class on
    social media. Half of the battle on Facebook could be avoided if
    students understood that everything they say and do online is visible
    to everyone, meaning the school and potential employers. At this
    point in time graduates are having a hard time getting jobs because
    there are so many people graduating. Making yourself stand out in
    any way possible will give you a an advantage over all of the other
    graduate, and the way to do that is to create an online presence and
    a personal brand.”




Aleuromedia LLC                www.aleuromedia.com                 KSLeBlanc
Blog roll


                                          edu org      Program
                                                       Blogs

                                                       Program
                                                       Blogs



                                Writers
                                Forum
                                            Visual
                                             Arts
                                            Forum


                  PowerCampus


                                                        Cvent




                                                                   Image 1
Aleuromedia LLC                  www.aleuromedia.com                         KSLeBlanc
School                     Class of
                                                                         Class of
                                          Cause Page                 Alumni/Group
                                                                           Class of
                                                                       Alumni/Group
                                                                             Class of
                                                                         Alumni/Group
                                                                           Alumni/Group


                  School Fan Page




                                           School Facebook Network


                   MFA | MBA                       MFA | MBA                        MFA | MBA
                  Program Group                   Program Group                    Program Group



                     Program                         Program                           Program
                     Fan Page                        Fan Page                          Fan Page




                  student/faculty         student/facult                          other profiles
                    student/faculty         student/facult                           other profiles
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Aleuromedia LLC                            www.aleuromedia.com                                           KSLeBlanc
kelley@aleuromedia.com
                      On Twitter @KSL

Aleuromedia LLC         www.aleuromedia.com   KSLeBlanc

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Social Media Breakfast NH at Southern New Hampshire University - Topic Social Media in Education

  • 1. SMBNH at SNHU Social Media In Education Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 2. kelley@aleuromedia.com On Twitter @KSL Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 3. My Surprise marketing students graduating with a BA that do not have a LinkedIn profile students using Facebook that do not know how to set permission levels to their content marketing students graduating without understanding the evolution of marketing and the effects of web 2.0 students with almost no understanding of how social media effects businesses Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 4. My Surprise administrations trying to silence or restrict conversation about the school in social media institutions leaving real relationships at the curb misunderstandings about the cost to implement and maintain social media efforts lack of organizational social media policy and/ or plan omission of Facebook advertising for recruitment Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 5. SocMed 101 Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 6. SocMed 101 Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 7. Focus Evolution of Marketing Personal Brand Social Media Plan Social Media Policy Brand Equity Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 8. Evolution of Marketing Social Media Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 9. Broadcast Photo credit : fxgeek's photostream licensed through Creative Commons Photo credit: Human Productivity Lab, licensed through Creative Commons All of these channels pushed a message. The audience participated by listening and buying. Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 10. Evolution of Marketing The audience participates on all levels now. Evaluating, promoting, advising, requesting. Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 11. On the fence. Where are you? Already using it and want to Don’t believe it has Social know more. a role in business or educational Media organizations. Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 12. On this side of the fence: Still Feeling Like There’s Too Much Noise? Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 13. Consider This Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 14. Consider This It’s important to someone Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 15. It’s About Relevancy Twitter is like a hammer. One tool, two very different uses. Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 16. The Equity Equation “During my studies we attempted to calculate a raw (not accounting for loyalty, engagement, and influence) equation that could tell us what equity a person carries. We did this using Ashton Kutcher’s race to one million followers as the basis. We wanted to know what it would cost to reach a million fans/consumers by traditional means of advertising. This included using mediums such as Radio, Television, Newspaper ads, and Billboards. After applying conversion rates we discovered that it would cost close to . 54 cents per person reached. So let’s use my twitter account where I have a total of 88 followers, we then multiply my 88 followers by .54 to calculate that I have a brand equity of 47.52 per tweet.” Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 17. The Equity Equation “As part of this class we were asked to create an equity equation that would allow us to evaluate the cost of a personal brand. To do this I researched how much it would cost to turn 1 million potential consumers into sales using traditional marketing means such as radio, TV, newspaper, and billboard. Although there is no right or wrong answer to what the value of a brand is I was able to create an equation that I feel is a decently accurate representation of brand equity. According to my equation it would cost about $1,180,080 to convert 4 million impressions into 1 million sales. Creating an equity equation was more an exercise in thinking outside of the box and finding new ways to research than an exercise in accuracy. ” Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 18. Innovate and Recommend Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 19. Innovate and Recommend Like many educational institutions DWC does not want to get a bad reputation based on the content that its students are posting, and there is also the liability issue of whether or not action should be taken if a student (or staff member for that matter) has pictures or content posted doing something illegal or against school rules. Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 20. Innovate and Recommend Unfortunately there have been instances where instead of letting conversation happen, the blog comments have been monitored and removed if it is contradictor to a post. Even more recently the school created an account on Twitter under the name @DWC_Eagle. To my surprise several of the more visible staff members such as President Myers and Dean Elsass jumped on the bandwagon and got accounts as well. Unfortunately the only one actually adding any content is @scelsass, although that is not very frequent. Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 21. Innovate and Recommend Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 22. Innovate and Recommend I have several recommendations for the school that can all be summed up in one word: teach. Teach the faculty and staff members (especially the account administrations) about social media. Teach them how to use social networking sites and how valuable using them can be when they are used correctly. Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 23. Innovate and Recommend “...it should be a requirement for every student to take a class on social media. Half of the battle on Facebook could be avoided if students understood that everything they say and do online is visible to everyone, meaning the school and potential employers. At this point in time graduates are having a hard time getting jobs because there are so many people graduating. Making yourself stand out in any way possible will give you a an advantage over all of the other graduate, and the way to do that is to create an online presence and a personal brand.” Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 24. Blog roll edu org Program Blogs Program Blogs Writers Forum Visual Arts Forum PowerCampus Cvent Image 1 Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 25. School Class of Class of Cause Page Alumni/Group Class of Alumni/Group Class of Alumni/Group Alumni/Group School Fan Page School Facebook Network MFA | MBA MFA | MBA MFA | MBA Program Group Program Group Program Group Program Program Program Fan Page Fan Page Fan Page student/faculty student/facult other profiles student/faculty student/facult other profiles Profile Page student/faculty Fan Page student/facult other profiles Profile Page student/faculty Fan Page student/facult other profiles Profile Page Fan Page other profiles Profile Page Fan Page other profiles other profiles Aleuromedia LLC www.aleuromedia.com KSLeBlanc
  • 26. kelley@aleuromedia.com On Twitter @KSL Aleuromedia LLC www.aleuromedia.com KSLeBlanc

Notas del editor

  1. KSL
  2. RicPrint, Broadcast, Integrated Campaigns, Websites all used to be broadcast one way.
  3. KSL Web 2.0 introduced interaction with users - the first wiki that enabled people to cooperatively define and enhance public facing mediaIt opened up dialogue between business and customers, now businesses listen too.Participation in marketing has become “opt-in”, permission based. This top section goes till 2:10 then we break for 5 or 10 mins
  4. KSL to gage audience
  5. KSL - gage the audience for those still on this side of the fence lets talk about the idea of “noise”
  6. KSL weather forecast story
  7. KSL twitter is not only used to hammer in a brand but it is among the best search tools we have its about relevancy