1.
SOCIAL MEDIA
In Higher Education
Joel Cloralt
E-Marketing Coordinator
Florida International University
College of Business Administration

2.
SOCIAL MEDIA SITES

3.
SOCIAL MEDIA SITES

4.
SOCIAL MEDIA SITES

5.
FIU BUSINESS’ SOCIAL
MEDIA STRATEGY

6.
FIU BUSINESS’ SOCIAL
MEDIA STRATEGY
✓Branding / Communication
✓Customer Service
✓Recruiting

7.
FIU BUSINESS’ SOCIAL
MEDIA STRATEGY

8.
FIU BUSINESS’ SOCIAL
MEDIA STRATEGY
✓Branding / Communications
‣ Engage constituents with stories, activities, news and articles
that deliver brand attributes

9.
FIU BUSINESS’ SOCIAL
MEDIA STRATEGY
✓Branding / Communications
‣ Engage constituents with stories, activities, news and articles
that deliver brand attributes
✓Customer Service
‣ Monitor and respond to comments and issues

10.
FIU BUSINESS’ SOCIAL
MEDIA STRATEGY
✓Branding / Communications
‣ Engage constituents with stories, activities, news and articles
that deliver brand attributes
✓Customer Service
‣ Monitor and respond to comments and issues
✓Recruiting
‣ Reach prospects where they spend time online
• Two-way interaction
• Inquiry forms
• Ad placements

11.
BRANDING – UNCOMMON THINKERS

12.
BRANDING – UNCOMMON THINKERS
✓Campaign launched in Spring 2007

13.
BRANDING – UNCOMMON THINKERS
✓Campaign launched in Spring 2007
✓Facebook Page
‣ Substituted uncommonthinkers.com in 2009
‣ Leverage Facebook’s platform & functionality
‣ 5,900+ fans (or Likes)

14.
BRANDING – UNCOMMON THINKERS
✓Campaign launched in Spring 2007
✓Facebook Page
‣ Substituted uncommonthinkers.com in 2009
‣ Leverage Facebook’s platform & functionality
‣ 5,900+ fans (or Likes)
✓Uncommon Thinkers Test --> Facebook App
‣ Developed in-house in two weeks
‣ Test takers on website (2 years): 3,000
‣ Test takers on Facebook (1 year): 41,000+

15.
Facebook Page

16.
Uncommon Thinkers
Facebook Page

17.
Facebook Application

18.
FIU BUSINESS FACEBOOK PAGE

19.
FIU BUSINESS FACEBOOK PAGE
✓Selectively post articles from BizNews and other sources,
stimulating interaction

20.
FIU BUSINESS FACEBOOK PAGE
✓Selectively post articles from BizNews and other sources,
stimulating interaction
✓Inquiry forms integrated with CRM system (Intelliworks) for
recruiting

21.
FIU BUSINESS FACEBOOK PAGE
✓Selectively post articles from BizNews and other sources,
stimulating interaction
✓Inquiry forms integrated with CRM system (Intelliworks) for
recruiting
✓Great platform for customer service

22.
FIU BUSINESS FACEBOOK PAGE
✓Selectively post articles from BizNews and other sources,
stimulating interaction
✓Inquiry forms integrated with CRM system (Intelliworks) for
recruiting
✓Great platform for customer service
✓4,500+ fans (or Likes)

23.
FIU BUSINESS FACEBOOK PAGE
✓Selectively post articles from BizNews and other sources,
stimulating interaction
✓Inquiry forms integrated with CRM system (Intelliworks) for
recruiting
✓Great platform for customer service
✓4,500+ fans (or Likes)
✓Cross-promote with Uncommon Thinkers page

24.
FIU Business Facebook Page

25.
Facebook Page

26.
BRANDING – FIU BUSINESS

27.
RECRUITING - FACEBOOK
✓Forms directly integrated with CRM system (Intelliworks)

28.
RECRUITING - FACEBOOK
✓Text
ads for Info Sessions, targeted geographically and
demographically
✓Generated 13% of all RSVPs in 2009

29.
CUSTOMER SERVICE - FACEBOOK

30.
COMMUNICATIONS – BIZNEWS.FIU.EDU

31.
COMMUNICATIONS – BIZNEWS.FIU.EDU
✓News portal developed on WordPress blogging platform

32.
COMMUNICATIONS – BIZNEWS.FIU.EDU
✓News portal developed on WordPress blogging platform
✓Consolidated all e-newsletters

33.
COMMUNICATIONS – BIZNEWS.FIU.EDU
✓News portal developed on WordPress blogging platform
✓Consolidated all e-newsletters
✓Tweet every article

34.
COMMUNICATIONS – BIZNEWS.FIU.EDU
✓News portal developed on WordPress blogging platform
✓Consolidated all e-newsletters
✓Tweet every article
✓RSS feeds are pulled into contextually relevant webpages

35.
COMMUNICATIONS – BIZNEWS.FIU.EDU
✓News portal developed on WordPress blogging platform
✓Consolidated all e-newsletters
✓Tweet every article
✓RSS feeds are pulled into contextually relevant webpages
✓Unique visits to news articles have increased 135% since launch
of BizNews

36.
BizNews.fiu.edu

37.
International MBA website

38.
TWITTER

39.
TWITTER
✓ @FIUBusiness account

40.
TWITTER
✓ @FIUBusiness account
✓ BizNews articles are Tweeted

41.
TWITTER
✓ @FIUBusiness account
✓ BizNews articles are Tweeted
✓ Additional news, comments, events

42.
TWITTER
✓ @FIUBusiness account
✓ BizNews articles are Tweeted
✓ Additional news, comments, events
✓ Monitor Twittersphere for keywords
(MBA, FIU, Miami, Business, etc.)

43.
TWITTER
✓ @FIUBusiness account
✓ BizNews articles are Tweeted
✓ Additional news, comments, events
✓ Monitor Twittersphere for keywords
(MBA, FIU, Miami, Business, etc.)
✓ Nice platform for customer service and interacting with
prospects

44.
Twitter Profile

45.
TweetDeck
Seesmic

46.
CUSTOMER SERVICE - TWITTER

47.
LinkedIn Group

48.
LINKEDIN

49.
LINKEDIN
✓Alumni group created by Executive MBA alumnus and now
administered by FIU

50.
LINKEDIN
✓Alumni group created by Executive MBA alumnus and now
administered by FIU
✓Great platform for professional networking

51.
LINKEDIN
✓Alumni group created by Executive MBA alumnus and now
administered by FIU
✓Great platform for professional networking
✓RSS feed is automatically pulled from BizNews.fiu.edu

52.
LINKEDIN
✓Alumni group created by Executive MBA alumnus and now
administered by FIU
✓Great platform for professional networking
✓RSS feed is automatically pulled from BizNews.fiu.edu
✓1,100+ members

53.
LINKEDIN
✓Alumni group created by Executive MBA alumnus and now
administered by FIU
✓Great platform for professional networking
✓RSS feed is automatically pulled from BizNews.fiu.edu
✓1,100+ members
✓Considering using LinkedIn as primary source of up-to-date
alumni information

54.
RECRUITING – LINKEDIN
✓Textads for Executive MBA Info Sessions, targeted
geographically and demographically
✓Generated 10% of all RSVPs in 2009

55.
SOCIAL MEDIA REQUIRES A LOT OF WORK

56.
SOCIAL MEDIA REQUIRES A LOT OF WORK
✓Strategy (why, what, who, for whom, when, how much)

57.
SOCIAL MEDIA REQUIRES A LOT OF WORK
✓Strategy (why, what, who, for whom, when, how much)
✓Development (design, writing, coding)

58.
SOCIAL MEDIA REQUIRES A LOT OF WORK
✓Strategy (why, what, who, for whom, when, how much)
✓Development (design, writing, coding)
✓Content Management

59.
SOCIAL MEDIA REQUIRES A LOT OF WORK
✓Strategy (why, what, who, for whom, when, how much)
✓Development (design, writing, coding)
✓Content Management
✓Integration (RSS feeds, CRM, ERP/SIS)

60.
SOCIAL MEDIA REQUIRES A LOT OF WORK
✓Strategy (why, what, who, for whom, when, how much)
✓Development (design, writing, coding)
✓Content Management
✓Integration (RSS feeds, CRM, ERP/SIS)
✓Measurement (tagging, report design, cross tabs)

61.
SOCIAL MEDIA REQUIRES A LOT OF WORK
✓Strategy (why, what, who, for whom, when, how much)
✓Development (design, writing, coding)
✓Content Management
✓Integration (RSS feeds, CRM, ERP/SIS)
✓Measurement (tagging, report design, cross tabs)
✓Analysis (so what, now what)

62.
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63.
SOCIAL MEDIA IS MORE THAN JUST ANOTHER MARKETING TOOL

64.
SOCIAL MEDIA IS MORE THAN JUST ANOTHER MARKETING TOOL
✓New communication channel/medium

65.
SOCIAL MEDIA IS MORE THAN JUST ANOTHER MARKETING TOOL
✓New communication channel/medium
✓Everybody needs to communicate

66.
SOCIAL MEDIA IS MORE THAN JUST ANOTHER MARKETING TOOL
✓New communication channel/medium
✓Everybody needs to communicate
✓Raises issues
‣ Who should be responsible for social media?
‣ Where should it be functionally? Organizationally?
‣ Centralized or decentralized?

67.
EXPERIMENTS

68.
✓Providea tool where people can meet and interact with others
based on location (FIU - CBC Building)

69.
✓Providea tool where people can meet and interact with others
based on location (FIU - CBC Building)
✓Provide specials to those who meet a criteria (5 check-ins,
Mayor, 1st visit, etc.)

70.
✓Providea tool where people can meet and interact with others
based on location (FIU - CBC Building)
✓Provide specials to those who meet a criteria (5 check-ins,
Mayor, 1st visit, etc.)
✓University-wide project

71.
FINAL THOUGHTS

72.
FINAL THOUGHTS
✓New tools, new approaches, new jobs (hire a Millennial)
‣ eMarketing Managers
‣ Community Managers, Communities Manager

73.
FINAL THOUGHTS
✓New tools, new approaches, new jobs (hire a Millennial)
‣ eMarketing Managers
‣ Community Managers, Communities Manager
✓Need to find the right mix of traditional vs. new media

74.
FINAL THOUGHTS
✓New tools, new approaches, new jobs (hire a Millennial)
‣ eMarketing Managers
‣ Community Managers, Communities Manager
✓Need to find the right mix of traditional vs. new media
✓Conversation, dialogue, engagement… listen!

75.
FINAL THOUGHTS
✓New tools, new approaches, new jobs (hire a Millennial)
‣ eMarketing Managers
‣ Community Managers, Communities Manager
✓Need to find the right mix of traditional vs. new media
✓Conversation, dialogue, engagement… listen!
✓Purposeful, personalized, authentic

76.
FINAL THOUGHTS

77.
FINAL THOUGHTS
✓Every tool is different

78.
FINAL THOUGHTS
✓Every tool is different
✓Challenge of staying up to date
‣ Newletters (eMarketer)
‣ Blogs (Mashable, TechCrunch)
‣ Magazines (FastCompany, Wired)

79.
FINAL THOUGHTS
✓Every tool is different
✓Challenge of staying up to date
‣ Newletters (eMarketer)
‣ Blogs (Mashable, TechCrunch)
‣ Magazines (FastCompany, Wired)
✓Experiment ==> Learn ==> Adjust (start over)

80.
FINAL THOUGHTS
✓Every tool is different
✓Challenge of staying up to date
‣ Newletters (eMarketer)
‣ Blogs (Mashable, TechCrunch)
‣ Magazines (FastCompany, Wired)
✓Experiment ==> Learn ==> Adjust (start over)
✓Don’t be afraid to make mistakes!…

81.
Joel Cloralt
E-Marketing Coordinator
Florida International University
College of Business Administration

82.
@joelcloralt
linkedin.com/in/joelcloralt
THANK YOU!
Joel Cloralt
E-Marketing Coordinator
Florida International University
College of Business Administration