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.
10. FIU BUSINESS’ SOCIAL
MEDIA STRATEGY
✓Branding / Communications
‣ Engage constituents with stories, activities, news and articles
that deliver brand attributes
11. 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
12. 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
22. FIU BUSINESS FACEBOOK PAGE
✓Selectively post articles from BizNews and other sources,
stimulating interaction
23. FIU BUSINESS FACEBOOK PAGE
✓Selectively post articles from BizNews and other sources,
stimulating interaction
✓Inquiry forms integrated with CRM system (Intelliworks) for
recruiting
24. 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
25. 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)
26. 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
50. 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
51. 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
68. LINKEDIN
✓Alumni group created by Executive MBA alumnus and now
administered by FIU
✓Great platform for professional networking
69. 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
70. 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
71. 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
72. RECRUITING – LINKEDIN
✓Textads for Executive MBA Info Sessions, targeted
geographically and demographically
✓Generated 10% of all RSVPs in 2009
76. SOCIAL MEDIA REQUIRES A LOT OF WORK
✓Strategy (why, what, who, for whom, when, how much)
77. SOCIAL MEDIA REQUIRES A LOT OF WORK
✓Strategy (why, what, who, for whom, when, how much)
✓Development (design, writing, coding)
78. SOCIAL MEDIA REQUIRES A LOT OF WORK
✓Strategy (why, what, who, for whom, when, how much)
✓Development (design, writing, coding)
✓Content Management
79. 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)
80. 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)
81. 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)
84. SOCIAL MEDIA IS MORE THAN JUST ANOTHER MARKETING TOOL
✓New communication channel/medium
85. SOCIAL MEDIA IS MORE THAN JUST ANOTHER MARKETING TOOL
✓New communication channel/medium
✓Everybody needs to communicate
86. 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?
94. ✓Providea tool where people can meet and interact with others
based on location (FIU - CBC Building)
95. ✓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.)
96. ✓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
98. FINAL THOUGHTS
✓New tools, new approaches, new jobs (hire a Millennial)
‣ eMarketing Managers
‣ Community Managers, Communities Manager
99. 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
100. 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!
101. 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
104. FINAL THOUGHTS
✓Every tool is different
✓Challenge of staying up to date
‣ Newletters (eMarketer)
‣ Blogs (Mashable, TechCrunch)
‣ Magazines (FastCompany, Wired)
105. 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)
106. 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!…
107. Joel Cloralt
E-Marketing Coordinator
Florida International University
College of Business Administration
108. @joelcloralt
linkedin.com/in/joelcloralt
THANK YOU!
Joel Cloralt
E-Marketing Coordinator
Florida International University
College of Business Administration