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Social Media What do we know? What should we do?. CASE /New York Times Knowledge Network October 27, 2009 Robert M. Moore, Ph.D. Managing Partner. What we’re talking about. Engagement vs. outreach UGC vs. institutional messaging Tall-grass prairie vs. English formal garden

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social media what do we know what should we do

Social MediaWhat do we know? What should we do?

CASE/New York Times

Knowledge Network

October 27, 2009

Robert M. Moore, Ph.D.

Managing Partner

what we re talking about
What we’re talking about
  • Engagement vs. outreach
  • UGC vs. institutional messaging
  • Tall-grass prairie vs. English formal garden
  • Social media provide a means of participation, not a new channel for same-old “push” communications
ubiquity
Ubiquity
  • 96% of Gen Y have joined a social network…

…and by 2010 they’ll outnumber the baby boomers.

  • More than 50% of 21-year-olds have created content for the web.
rapid rise
Rapid rise
  • Social media now ahead of email in internet usage
  • Achieving critical mass
    • Radio: 38 years to reach 50MM users
    • TV: 13 years to 50MM
    • Internet: 4 years to 50MM
    • Facebook: 100MM users in less than 9 months
  • If Facebook were a country, only China, India, and U.S. would be larger
    • More than 1.5 million pieces of content are shared on Facebook…daily.
    • More photo uploads on Facebook now than Flickr
everybody s talking
Everybody’s talking
  • Wikipedia has over 13MM articles…
    • …and it’s more accurate than Encyclopedia Brittanica.
  • Blog count: 200MM+
  • 78% of consumers trust peer recommendations
    • …only 14% trust advertisements.
    • …power of WOM.
  • First commercial text message: 1992
    • Now, 7B per day.
the audience
The audience
  • Today’s 21-year-olds have:
    • Watched 20,000 hours of TV
    • Played 10,000 hours of videogames
    • Talked 10,000 hours on the phone
    • Sent/received 250,000 emails or IMs
the audience1
The audience
  • Outside of school, today’s average teen spends 6.5 hours/day with media:
    • 33% on the web
    • 26% TV
    • 21% telephone
    • 15% radio
  • When average teen graduates, they have spent 11,000 hours in school
    • …and 15,000 watching TV.
the new social commons
The new social “commons”
  • 31B searches on Google every month.
  • 1 in 6 higher ed students are enrolled in online curriculum.
  • For teens and tweens, email = “talk to the hand”.
  • YouTube is the second largest search engine in the world
    • 100MM videos…and counting.
survey says
Survey says…
  • 89% of rising seniors visit social networking sites
    • Facebook and MySpace dominate
    • 70%+ visit at least once a day
    • Primary rationale: staying in touch with friends
  • Only 18% use social media in college search
    • Exploration of “fit” most important
  • Social networking sites rank at the very bottom of information sources in inquiry and application stages.
          • Student Poll

College Board/Art & Science Group, January 2009

as for yield
As for yield…
  • Of 30 information sources, institutional Facebook/MySpace page ranks 28th
    • 9% “very/somewhat influential”
  • But, 6 of top 10 sources are WOM/personal
    • Parents, college friend, current student, alum, HS friend, faculty member
  • Social media, as contributors to WOM, are extremely powerful peer-to-peer and WOM tools.
          • High Achieving Seniors and the College Decision

Lipman Hearne, October 2009

so what to do
So what to do?
  • Monitor
    • Twitter, RSS feeds, tagging
  • Engage
    • As an individual, not an institution
  • Launch and listen
    • Engaged response – positive and negative – will be immediate
  • Observe and imitate
  • Integrate
    • Part of a comprehensive strategy – not the strategy
  • Resource
    • People + skills + time = social media success
carnegie mellon
Carnegie Mellon
  • Great branded YouTube channel
  • Content that begs to be shared

www.youtube.com/user/carnegiemellonu

marquette university
Marquette University
  • Integrated campaign
  • Focus on peer-to-peer dialogue for incoming students

http://tinyurl.com/mufb2013

keele university
Keele University
  • Integrated Facebook, Twitter, RSS feeds
  • Involving both prospective students and alumni

http://twitter.com/KeeleUniversity

http://www.facebook.com/event.php?eid=172067565725&ref=nf

san diego state university
San Diego State University
  • Social media as generator of story/institutional visibility

http://arweb.sdsu.edu/es/admissions/

http://newscenter.sdsu.edu/sdsu_newscenter/news.aspx

http://www.facebook.com/group.php?gid=2366012258&ref=search&sid=571741716.325577468..1

http://www.youtube.com/view_play_list?p=C1FF5BD745210C76&search_query=sdsu+living+on+campus

olivet nazarene university
Olivet Nazarene University
  • A branded, segmented channel

http://www.youtube.com/user/OlivetNazareneU

    • Not featuring the most popular selection

http://www.youtube.com/watch?v=LLByTnNwico

university of california
University of California
  • Always room for a new idea

http://bigideas.berkeley.edu

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