Illinois State University Advancement Division Meeting
1.
2. Brian Huonker, assistant director, University Marketing and Communications
Ryan Denham, STATEside editor, University Marketing and Communications
Steve Barcus, Title
Adam Rahn, Title
Lyndsie Schlink, Title
ILLINOIS STATE UNIVERSITY
AND SOCIAL MEDIA
8. WHY?
• Facebook the 3rd largest county, Twitter is the 12th
• LinkedIn signs up 2 new members every second
• Ford Explorer launched on Facebook generated
more traffic than a Super Bowl Ad
• The average visitor spends 15 minutes a day on
YouTube
• 5 million images are uploaded to Instagram every
day
• The Google +1 button is used 5 billion times
every day
12. FACEBOOK.COM/ILLINOISSTATEUNIVERSIT
Y
• 3-4 posts per day
• Engaging content: Links
to stories, vintage
photos, videos, etc.
• Top audiences:
Alumni, students, commu
nity. 64% between 18-34.
• Insights: Almost 22,000
“likes.” Top post reached
61,700 people.
13. TWITTER.COM/ILLINOISSTATEU
• 6-10 tweets per day
• Engage and inform:
#hashtags and
@mentions
• Top audiences:
Students, young and
connected
alumni, #BloNo
• 9,300 followers
14. PINTEREST.COM/ILLINOISSTATE
• 4-8 new pins per week
• Engage and share:
Digital scrapbook
• Top audiences: Female
alums, students
• Fast-growing: 790+
followers
15. WHERE DOES THE CONTENT COME FROM?
• Campus collaborators:
“Cream of the crop”
– Mantra: Let nothing go to
waste
• Stories.IllinoisState.edu
– 57,000 page views in
March; 12-17% views from
Facebook.
• STATEside: Big driver
• Contact info updates:
From 10 to 100+
17. THE NEW LINKEDIN
• Greater focus on
professional networking
• Enhanced human
resources tools
• Industry news updates
• Stronger profile options
• Endorsements and
recommendations
18. COMPANY PAGE
• Enhance careers
• Show increasing value
of degrees
• Grow pride in
University
• Stay connected to the
University
19. OUR STRATEGY
• Daily posts from Stories
– Media Relations
– STATEside
• Event announcements
• Career tips
• Job openings
• Migrating to company
page
20. PROGRESS
• Company page: 4,660
– November: 154 new
followers, 255 page views
– December: 204 new
followers, 398 page views
– January: 322 new
followers, 440 page views
– February: 307 new
followers, 412 page views
– March: 268 new
followers, 359 page views
• Network groups: 15,000+
22. STATE OF THE (VIDEO) UNION
• 3 days worth of video being
added to YouTube every
minute,
• Facebook caters to well over a
billion users (nearly 15% of
the entire human population),
• Some videos now boast more
than 1 billion views.
• YouTube is the #2 search
engine, just behind its good
friend Google.
– The first 4 or 5 results typically
are a video.
23. WHY VIDEO IN SEARCH RESULTS?
• people are watching more videos
than ever before
• Empirically - there is a
significantly higher (40%) click-
through rate on pages with video
compared to those with only plain
text
• Having a video on your website
improves your SEO and is 50%
more likely to land you at the top
of Google searches
• It’s trending! That recent study by
Forrester suggests that by 2017
over 90% of the online population
will be watching videos regularly
24. WHERE ILLINOIS STATE FIT?
• Story / Character
• Binge watching
• Serialized video
• Interactivity / Audience
participation
• Specific to ISU
• Analytics Data from
YouTube page
(EXAMPLES)
26. DOCUMENT THE HUMAN EXPERIENCE
• Instagram: 100 million
active users a month,
only 2.5 after first
launching (2013)
• Flickr: 518 million
photos uploaded (2012)
– 43 million per month in
average,
– 1.42 million per day in
average.
27. WHY USE PHOTOS?
• Articles with images get
94% more total views
• Including a Photo and/or a
video in a press release
increases views by over
45%
• 60% of consumers are
more likely to consider or
contact a business when
an image shows up in
local search results
28. WHY USE PHOTOS?
• Engagement rate on
Facebook for photos
averages 0.37% where
text only is 0.27% (this
translates to a 37%
higher level of
engagement for photos
over text)
31. SOCIAL MEDIA IS JUST THAT, SOCIAL
• Share your stories with
us
• Share our stories with
your friends
• Create connections on
LinkedIN, Facebook, T
witter.
• Let us know what you
hear.
32. AND TO RECAP
• http://www.youtube.com/watch?v=x96KP1wfb
pY&list=PL565D914C3A6F86F3&index=2
Notas del editor
When Brian asked me to present a showcase on social media, my first thought was “it’s about time”.
Over 4 years ago after playing in social media on two different fronts, Annette and I combine our efforts and built the University's Facebook page. While not the first page on campus, it quickly built up a strong following amongst the University’s students, staff, community and Alumni. At the end our first year, we grew the page to over 4,000 “fans"
Building off the success of Facebook, we started up a Linkedin profile to give alumni a place to connect with other alumni within the same profession.
And then we added in a upstart social media network that no one could quite figure out, Twitter.
Today, with over 20,000 Likes on Facebook, 5,000 followers on Twitter, and 10,000 connections on our various Linkedin Groups, Ryan, Steve, Adam, Lyndsie and I are continue to build our networks while examining new ones as they appear to see if they might fit our goals, our strategic plan.Why? This video will explain.
Today, we don’t search for products and services, they find us.
