Presentation on 2/20/13 to MGO

4. Social Intelligence – Making sense of Social Media Messages
Social Scoring – Analyze social profiles and organize it in your own
unique way to you can act on the information.
Social Marketing Management – Building your Brand through
interactions with customers, or in our case, students.
Analytics – Campaign and performance data with Industry
benchmarks.

5. Artist

6. SEO /Web CORPORATE
IT/Unix MKG /PR ANAL
Analytics

8. 4. Undergraduate 5. RuTV Spot
The first Advisors dynamics
uncovered, explored and
3 classes exploited
Studen
ts talk
Student
s
Positive
Stateme
nts
Academic
to Advisors
friends hear this
and tell
Spring 2013
their
students to
Fall 2012
take your
course
51 students 100+ students
2 sections
2 sections
2. Course “re-
authored” from
scratch by me. 400+
hours – curation
approach
3. Facebook page for
SM&A –
Spring 2012 has 260 members –
Targeted adverting
67 active students
6. #mgartr13
1 section(but Manuscript
85 were on roster) (permissions
pending)

9.  Developed a curation approach to authoring that is “scalable”
 Used Social Media (Radian6) to monitor Twitter/Blogs/YouTube
of the class, fostering interest and engagement with students
 Understood the “Undergraduate Advisor” dynamic
 Asked students to recommend the course (when they liked it)
 Collected Testimonials during the semester (so I could share
them later with potential students and advisors)
 Created a Facebook page around Brand and Course
 Ran Ads against the Facebook page to Rutgers Community
 Had a RuTV Public Service Announcement made
 Created the #MGARTR13 Manuscript (permission to distribute
pending)

10. Not all the actions I have taken with the class
are Social Media, but Social Media infuses the
entire effort.
There also is a very strong “Owner/Operator”,
entrepreneurial approach with my course that
eventually needs to be scaled.
More could be done to promote online courses like ours at
MGO, but the effort encompasses a new area in
Education where no one is sure what the real
boundaries are. Also, several new developments
including the Rutgers/Pearson eCollege partnership
should inform our marketing strategies.

11. Karate Kid /
Starfleet Academy
Master small steps,
combine them
effectively,
& win the
Championship,
should work with
most subjects

13. INTRO BASIC ADVANCED
(History/Context) (Getting Setup) (Specifics )
Could work with Subject Area Experts in each
school to tune/Deliver personalized courses

14. 1. HootSuite Integration and Assignments with the Course
Shell to train students on Social Media Management of
their own twitter, Facebook, LinkedIn, Instagram streams.
2. Programming Social Streams with IFTTT (If This Then
That)
3. 3D Printing and Augmented Reality for product creation
that goes with Performance and Fine Arts.

16. “Professor Sponder, I’d like to thank you for an amazing class this
semester. I learned so much to supplement my knowledge of social
media, and I plan to use several of the ideas I learned here in both my
personal (blog) and professional (Current TV) life.”
-Caitlin (Fall 2012)

17. “…This class has provided a lot of interesting
insight into how art has been and will be promoted
in years to come”.
“I would go as far as to say this course
should be considered a foundation
course, especially considering how
integral technology has become in our
lives.”
Marina (Fall 2012)

18. 9 10 11

19.  Not all courses are about Social Media, but Social makes it easy to
engage with students of any MGSA course once it is incorporated,
and it’s use should be encouraged.
 If a Monitoring /Management Platform isn’t available or affordable,
even a simple Twitter List or HootSuite platform are free or
inexpensive and not hard to set up.
 If more advanced software is available then you can monitor each
student and interact at various touch points throughout the semester
will little effort, and this will foster higher engagement and
satisfaction with the course work.

21. “I have to say by far this is probably one of the
most interesting and RELEVANT classes I have
taken in college.
I can actually say and genuinely mean it, that I had a lot of
fun and learned a lot of information that I will keep using
even after the class is over. Never had I ever had to tweet
as a homework assignment lol.”<excerpt>
Lucy (Fall 2012)

22. …. If your listening for it

25. Students
Positive
Statements
about course
Students
talk to their
friends and
Advisors Academic
Advisors tell
their students
to take your
course

26. Week 2 of #mgartr13
Proactively
collect (note)
positive
student
feedback
throughout
the semester
and collect it
so you can
use later to
promote your
course.

27. 263+ Fans
in the last 3
months

28. High Precision Targeting
at a Low Cost using
Facebook’s Big Data

29. This ad targets 4,100 users: who live in the United States
who live within 10 miles of New Brunswick, NJ
between the ages of 18 and 22 inclusive
who like #Inception, tyler clementi, #Spotify, complex magazine, #The Beatles,
samsung mobile usa or #The Daily Show who are in college

30. http://rutv.rutgers.edu/get-
involved/promote-your-
organization-or-event

32. $22.58 per copy

33. http://online.wsj.com/article/SB100014240527
$22.58 per copy
02304388004577533002672239794.html

34. …A few mainstream publishers that promote their books spend $10,000 or
Seth Godin more on ads that don't work. Putting a book into the hands of 1,000
perfect fans may be a far smarter investment.
http://sethgodin.typepad.com/seths_blog/2008/09/reaching-the-ri.html
Electronic versions of courses are hard to talk about
unless you can access the course. Most students can
not see the course unless they are in the course.
A book about the course could potentially virally spread
the course much further than any other form of
marketing.
It’s also hard to see an electronic course as a “whole”
like you can do with a physical book.

35. 1. Observed an average 5 hours of personalized interaction per
student during a semester (i.e.: students who are making an effort
and interested in the material).
2. Guided work that is unlikely to be done unless the student is enrolled
in the course. $22.58 per copy
3. Interaction with other students in the course provides additional
learning and chances for collaboration.
4. Accreditation for the course if successfully completed.

36. http://www.nj.com/news/index.ssf/2013/01/rutgers_
signs_deal_with_pearso.html

38. • Finding students to fill a music class
• Finding students to fill an art class
• Finding students to fill a cinematography class
• Finding students to fill a dance class
• Finding students to fill a Fashion class
• Finding students to fill a Photography class

41. People who like French Horn and live in New Brunswick, New Jersey
4 of the 7 people who like French Horns
and live in New Brunswick are friends
with current or former students of mine.
(if I do my job well, I should have plenty
of students)

43. Technology evolving very quickly, faster than the
systems and rules in place to deal with it.
What I shared with you today would not have been
possible to do even a few months ago.
That’s why, I believe, students like my class as the
material is “topical” and it helps prepare them to be
the smartest person in the room.

46. Culture Concept Map at MGSA – Using Facebook Graph
Search – what FB/Brand pages do different majors like?

47. Pianists Singers
Percussionist
Violinist Cellist
Flutist

49. MGSA Pianists
follow innovators such as
The Beatles and John Mayer, yet they also play it safe
and are low risk takers. Pianists like living near the edge
yet still be protected from harm.
Pianists
Engage Pianists for eCollege by appealing to their
contemporary urban image, give them free Starbucks
cards and Gap Coupons checking out courses and
taking edgy but safe tests. The investment in eCollege
should also be a safe bet.

50. MGSA Percussionists
clearly like physical sports such as Rutgers Football
but they are more clearly interested in non- profit and
humanitarian aid due to their altruistic nature.
Percussionists
Engage Percussionists in eCollege by appealing to their
need to Save the World – reach the at fundraisers and races
for the cure.
Show them how the course will not only satisfy their
deep need for physical contact but also how
their learning helps others.

51. MGSA Singers
higher education and refined
culture (NPR) along with a wry sense of humor
(The Colbert Report), Science Fiction (George Takai)
however they are also deeply interested in contemporary
music (Spotify) and self promotion.
Singers
Engage Singers into eCollege by stressing the cultural
knowledge and cult learning they will get by enrolling in
some of the more innovative courses. Also, as singers are
by nature a more curious group with diverse interests
working humor and sci-fi into the course
material will be popular
with them.

52. MGSA Violinists
have a definite “Sci-Fi Pop
Edge” with their interests in Dr. Who,
Dr. House and 30 Rock. These are people who
want to be entertained and consider themselves
sophisticated (House), looking for “gotchas” and
“Catch-22’s”
Violinists
Engage Violinists into eCollege by getting them into
episodic storytelling. Violinists want to know how the
learning they get via eCollege helps them solve life’s
complicated problems. As violinists are a main part of
most orchestras and chamber music, making the
most of their skill is also something
they want addressed.

53. MGSA Cellists
have a need to congregate and meet people (Panera
Bread and Times Square NYC) and for visual and
auditory stimulation. Cellists appear to be social animals
and enjoy working in a group, like mobile devices and
are constantly calling their friends and family.
Cellists
Engage Cellists into eCollege by emphasizing the
flexibility of remote training that can fit into their diverse
activities while on the go. Cellists are interested in a
good story (Inception) and want to be up on the
latest technologies, right up our Alley. They may
also like the mobile capabilities of
eCollege

54. MGSA Flutists
are similar to the Cellists in their love of
mobile (Samsung Mobile USA),but also are readers of
contemporary culture (Complex Magazine) and lovers of
high fashion (Chalany High Heels) and elegance.
Flutists
Engage Flutists with the elegance of the eCollege solution.
As they love fashion and culture, provide them with
courses they can easily take that will provide
Fashion and High Art.

56. It is not clear how
much time one
actually should
spend on the
social media
aspect of any
course, but from
all indications, its
considerably more
time than most
people would feel
comfortable with,
Source: http://www.socialmediaexaminer.com/social-
media-marketing-industry-report-2012/
right off the bat.

57.  Take my course (sb. free for instructors)
 Use HootSuite or a Twitter List around students of your course
(give them a class hashtag as well)
 Create a Facebook Education Page around your course(s) and ask
you students and their friends to join (if they want – not required).
 Sign up for HootSuite (free) and monitor the class – there are other
platforms like SocialBro that you can use as well, but they are
more limited coverage.
 Consider making a hard copy of your course, or an adaption of it,
and printing it up for sale (no profit to you) for your students and
interested parties.

58.  During the semester collect feedback from students, esp.
positive, to use for testimonials (this can be from discussion
threads and journals – only use the first name of the student
and ask for permission first).
 Use Facebook Ads and Facebook Graph Search to connect
with potential students and to create familiarity with the
course offerings.
 Ask RuTV to create a PSA for your course (potential of 60K
visibility).
 Consider LinkedIn advertising as well (not covered here).

59.  Collaboration courses in MGSA online (i.e.: I help you with
the SM areas of your Music, Dance or Cinematography
course, you add your feedback to mine, etc).
 Cinematography resources for all online instructors provided
by the Film department (so we good footage of our courses).
 Develop courses the other schools at Rutgers – no reason we
can’t actually turn a Social Media for the Arts course into a
Social Media for Lawyers or Medicine (need SAE’s for this
– and we would co-develop, not teach).
 Consider custom apps to go with courses.
 Google Project Glass, Augmented Reality.

61. 1. Technology is evolving so quickly that humanities trainings
like ours are merging with the sciences (social monitoring and
listening, management, online and offline content creation and
storytelling) in ways we have not experienced before, and have
little frame of reference about.
2. We need to spend more time understanding the technologies so
we can better use them (what #mgartr13 does).
3. We may have to change the way we look at, and fund Arts
trainings as they have been traditionally underfunded.
4. The technologies touched on merge Arts with Science and
require new approaches and methodologies.