8. What’s a lead worth to you? Christopher S. Penn:Web analytics on less than a dimehttp://tinyurl.com/yzloohg Amber Naslund’s Social MediaMeasurement serieshttp://tinyurl.com/ydsfqmg What it’s not primarily about
9. Before you begin What’s the larger plan? Commitment (resources, time, etc.) Understand tools & capabilities Social Media Briefhttp://tinyurl.com/smbrief
10.
11. Questions to consider Where will the content come from? Who will be responsible? How will you engage your audience? What are your resources? How will you integrate? How will you know if your effort is successful?
12. Applications we’ll discuss Facebook Fan Pages Facebook Groups YouTube EDU partner channels Blogs Twitter accounts Flickr Online communities Live streaming
13. Facebook Fan Pages Targeted messages to fans Location, language, gender, age Targeted wall posts to fans Location, language Separate space for recruiting? Groups [your school name] Class of 2014
14. YouTube EDU Only one partner channel per schoolhttp://tinyurl.com/yz3eud9 YouTube Directhttp://tinyurl.com/ybstk2u Annotationshttp://tinyurl.com/ygc8elh Popular videos Yale University [http://tinyurl.com/yasqlq6] University of Quebec-Montreal [http://tinyurl.com/qo9clr]
15. Blogs for recruiting Current students [http://npbloggers.newpaltz.edu] Admissions counselors [http://thetuftscommittee.wordpress.com] Combo[http://www.mitadmissions.org] Faculty[http://tinyurl.com/yeovpj7]
16. Twitter Main university account: @IthacaCollege Separate admissions account[http://tinyurl.com/yabcabf]
17. flickr Photo sharing Group pool Creative uses Photos on tours Live stream via EyeFi/WiFi to digital signage & flickr
20. Anecdotes “ I really appreciate how much contact NP maintains with the people they’ve accepted. I’ve been accepted to two other schools so far, one of which sends me stuff every two weeks or so, and the other of which I haven’t heard anything from since the acceptance letter. And I’m a wicked big fan of this site! ”
21. Anecdotes “ I’m still debating between a few other schools. I can’t decide! This site is pretty helpful though. I wish that every school made an accepted student site. ” “ My heart for some reason is leaning towards New Paltz, because of the people who I have talked to on this website. ”
23. Key takeaways There are a lot of tools – no need to use them all. Come up with a plan, don’t just jump in. With a specific, measurable plan, you’re more likely to gain resources/support. Listen first.
POLLMake sure you understand the tools & their potential before beginning to use them for your college
Importance of cross-unit collaboration
LEAD GENERATION. Listening station: Chrisbrogan.com Grow Bigger ears – Google Reader, TweetDeck, Radian6Neil’s Queen University exampleOther general examples – collegetalkconfidential.com
Just another spoke in the wheel – most effective when used in conjunction with other tools/methods
Location based targets – don’t clutter your wall about events or visits in locations people aren’t nearby! Groups – usually little ‘official’ involvement, other than initial set up in many casesDON’T SEPARATE!
See where the importance of collaboration comes in again?Partner channel link to sign up form – has to come from central commoficeLinks to Seth’s AsMediaChanges videos that goes into more depth - Direct = created initially for news organizations, like CNN iReporters- submit videos for review & approval - Annotations = virtual tourPopular videos – don’t expect something you make is going to go viral!
POLLThese have been around for nearly a decade – looking for new niche, uniquenessCurrent students: npbloggersAdmissions counselors: Tufts University admissions committeeCombo: MITFaculty: Princeton University
Main: Ithaca CollegeSeparate admissions: .eduGuru article of several doing it wellReason for separation
Potential use: Accepted student community – yield toolExamples: Café NP & Lounge on LexStrategies behind: Content: Café NP (baristas, videos); Lounge on Lex (tons of seed content)Concept > strategy > results/IP
