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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


  • 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.

Apps and yield what s working

Apps and YieldWhat’s Working?

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

Some sites to visit and steal ideas from

Some Sites to Visitand Steal Ideas From

Carnegie mellon
Carnegie Mellon

  • Great branded YouTube channel

  • Content that begs to be shared

Marquette university
Marquette University

  • Integrated campaign

  • Focus on peer-to-peer dialogue for incoming students

Keele university
Keele University

  • Integrated Facebook, Twitter, RSS feeds

  • Involving both prospective students and alumni

San diego state university
San Diego State University

  • Social media as generator of story/institutional visibility

Olivet nazarene university
Olivet Nazarene University

  • A branded, segmented channel

    • Not featuring the most popular selection

University of california
University of California

  • Always room for a new idea