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Florida Higher Education Summit Social Media in Higher Education

Learn about how Florida International University’s College of Business Administration has used Social Media for Customer Service, Recruitment and Brand Awareness. Why choose one network over the other, what has worked and what has not, and the results obtained from different campaigns using social media.

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Florida Higher Education Summit Social Media in Higher Education

  1. 1. SOCIAL MEDIA In Higher Education Joel Cloralt E-Marketing Coordinator Florida International University College of Business Administration
  2. 2. SOCIAL MEDIA SITES
  3. 3. SOCIAL MEDIA SITES
  4. 4. SOCIAL MEDIA SITES
  5. 5. FIU BUSINESS’ SOCIAL MEDIA STRATEGY
  6. 6. FIU BUSINESS’ SOCIAL MEDIA STRATEGY ✓Branding / Communication ✓Customer Service ✓Recruiting
  7. 7. FIU BUSINESS’ SOCIAL MEDIA STRATEGY
  8. 8. FIU BUSINESS’ SOCIAL MEDIA STRATEGY ✓Branding / Communications ‣ Engage constituents with stories, activities, news and articles that deliver brand attributes
  9. 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. 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. 11. BRANDING – UNCOMMON THINKERS
  12. 12. BRANDING – UNCOMMON THINKERS ✓Campaign launched in Spring 2007
  13. 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. 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. 15. Facebook Page
  16. 16. Uncommon Thinkers Facebook Page
  17. 17. Facebook Application
  18. 18. FIU BUSINESS FACEBOOK PAGE
  19. 19. FIU BUSINESS FACEBOOK PAGE ✓Selectively post articles from BizNews and other sources, stimulating interaction
  20. 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. 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. 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. 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. 24. FIU Business Facebook Page
  25. 25. Facebook Page
  26. 26. BRANDING – FIU BUSINESS
  27. 27. RECRUITING - FACEBOOK ✓Forms directly integrated with CRM system (Intelliworks)
  28. 28. RECRUITING - FACEBOOK ✓Text ads for Info Sessions, targeted geographically and demographically ✓Generated 13% of all RSVPs in 2009
  29. 29. CUSTOMER SERVICE - FACEBOOK
  30. 30. COMMUNICATIONS – BIZNEWS.FIU.EDU
  31. 31. COMMUNICATIONS – BIZNEWS.FIU.EDU ✓News portal developed on WordPress blogging platform
  32. 32. COMMUNICATIONS – BIZNEWS.FIU.EDU ✓News portal developed on WordPress blogging platform ✓Consolidated all e-newsletters
  33. 33. COMMUNICATIONS – BIZNEWS.FIU.EDU ✓News portal developed on WordPress blogging platform ✓Consolidated all e-newsletters ✓Tweet every article
  34. 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. 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. 36. BizNews.fiu.edu
  37. 37. International MBA website
  38. 38. TWITTER
  39. 39. TWITTER ✓ @FIUBusiness account
  40. 40. TWITTER ✓ @FIUBusiness account ✓ BizNews articles are Tweeted
  41. 41. TWITTER ✓ @FIUBusiness account ✓ BizNews articles are Tweeted ✓ Additional news, comments, events
  42. 42. TWITTER ✓ @FIUBusiness account ✓ BizNews articles are Tweeted ✓ Additional news, comments, events ✓ Monitor Twittersphere for keywords (MBA, FIU, Miami, Business, etc.)
  43. 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. 44. Twitter Profile
  45. 45. TweetDeck Seesmic
  46. 46. CUSTOMER SERVICE - TWITTER
  47. 47. LinkedIn Group
  48. 48. LINKEDIN
  49. 49. LINKEDIN ✓Alumni group created by Executive MBA alumnus and now administered by FIU
  50. 50. LINKEDIN ✓Alumni group created by Executive MBA alumnus and now administered by FIU ✓Great platform for professional networking
  51. 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. 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. 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. 54. RECRUITING – LINKEDIN ✓Textads for Executive MBA Info Sessions, targeted geographically and demographically ✓Generated 10% of all RSVPs in 2009
  55. 55. SOCIAL MEDIA REQUIRES A LOT OF WORK
  56. 56. SOCIAL MEDIA REQUIRES A LOT OF WORK ✓Strategy (why, what, who, for whom, when, how much)
  57. 57. SOCIAL MEDIA REQUIRES A LOT OF WORK ✓Strategy (why, what, who, for whom, when, how much) ✓Development (design, writing, coding)
  58. 58. SOCIAL MEDIA REQUIRES A LOT OF WORK ✓Strategy (why, what, who, for whom, when, how much) ✓Development (design, writing, coding) ✓Content Management
  59. 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. 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. 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. 62. !"#$%&"' 3445%*+/&'(+&+' 67"845"$89: ' (%)"*&'&)+,* ' ;1<'6=/&"55%>8)?$:' -"+)*.'"/0%/"$ ' 1"2"))%/0'$%&"$ ' @+*"#88?'7+0"' 3A'-")B%*"$' C8805"'3/+5DE*$'
  63. 63. SOCIAL MEDIA IS MORE THAN JUST ANOTHER MARKETING TOOL
  64. 64. SOCIAL MEDIA IS MORE THAN JUST ANOTHER MARKETING TOOL ✓New communication channel/medium
  65. 65. SOCIAL MEDIA IS MORE THAN JUST ANOTHER MARKETING TOOL ✓New communication channel/medium ✓Everybody needs to communicate
  66. 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. 67. EXPERIMENTS
  68. 68. ✓Providea tool where people can meet and interact with others based on location (FIU - CBC Building)
  69. 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. 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. 71. FINAL THOUGHTS
  72. 72. FINAL THOUGHTS ✓New tools, new approaches, new jobs (hire a Millennial) ‣ eMarketing Managers ‣ Community Managers, Communities Manager
  73. 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. 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. 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. 76. FINAL THOUGHTS
  77. 77. FINAL THOUGHTS ✓Every tool is different
  78. 78. FINAL THOUGHTS ✓Every tool is different ✓Challenge of staying up to date ‣ Newletters (eMarketer) ‣ Blogs (Mashable, TechCrunch) ‣ Magazines (FastCompany, Wired)
  79. 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. 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. 81. Joel Cloralt E-Marketing Coordinator Florida International University College of Business Administration
  82. 82. @joelcloralt linkedin.com/in/joelcloralt THANK YOU! Joel Cloralt E-Marketing Coordinator Florida International University College of Business Administration

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