1. Higher Education’s
Web 2.0 World
CASE IV - OKC
Shawn Kornegay
Associate Director of Communications
TCU Office of Communications

2. Welcome & Overview
• Web 2.0 trends in higher education
• Use at TCU and other universities
• Hot Web tool of the month
• Media relations and crisis communications
• Measuring
• Launching strategies
• Show and tell
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3. Welcome
• My background
• What about you?
• What are you hoping to gain today?
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4. Changing relationship
• Before – 20~ years ago
• Print newspapers, magazines
• TV ‐ Three major networks, minimal cable
• Radio and telephone (landlines) … faxes
• Now – last few years
• Texting + email + IM + listening to iPod + forwarding
videos from YouTube + homework + playing games on Wii
• Gathering own news
• Social networking/new media
• Explosion of media options = drinking from a fire hose
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5. Changing relationship
• Now – last year/today
• Everything before = now mobile = iPhone
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6. Web 2.0 Higher Ed
Trends
• Research Project = marketing professionals in
higher education
• Survey participants
• Either public or private four year college
• Who is in charge?
• 1) director of communications – 34%
• 2) director of marketing – 20.5%
• 3) director of web services – 9%
• Tuition
• 1) $20k+ 2) $5K‐$7.5K 3) $15K‐$20k
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7. Web 2.0 defined
• What is it?
• Web 2.o vs. Web 1.0
• Defined = more of a term vs. any new
technology = first coined at conference in ‘04
• Social media, new media = all combined
• Users controlling the content = consumer
generated content
• Interaction = engaged = conversation
• New way of thinking
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8. Web 2.0 types of tools
• Communication
• Blogs, Microblogs (Twitter), Social Networking
(Facebook, LinkedIn, MySpace)
• Collaboration
• Wikis (Wikipedia), Social Bookmarking (Del.icio.us),
Social News Sites (Digg, Reddit)
• Multimedia
• Photo Sharing (Flickr, Zoomr), Video Sharing
(YouTube, Hulu)
• Entertainment
• Virtual World (Second Life), Online Gaming (World of
Warcraft)
• Source: Wikipedia
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9. Web 2.0 Higher Ed
Trends
• Findings
• Business need = main audience are students/
prospective students who live in Web 2.0 world
• Be competitive = must be proactive with
technology
• Most universities using them or will soon start
• Most have been using technology – 7 months to
2 years
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10. Web 2.0 Higher Ed
Trends
• Findings
• Top sources – most effective
Blogs (SMU) Blogs (SDSU)
•
Podcasts
•
Wikis (Wikipedia)
•
RSS feeds
•
YouTube (CAL)
•
Shrimp on YouTube
•
• Flickr
• Social network (OSU)
• Facebook (OSU)
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11. Web 2.0 Higher Ed
Trends
• Findings
• Top sources – least effective
• Social bookmarking – DIGG, del.icio.us
• Virtual world (Second Life)
• Twitter – barely mentioned
• MySpace – younger generation
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12. Web 2.0 Higher Ed
Trends
How to get a branded YouTube
Channel for your institution? Just
apply to YouTube EDU
It looks like the wait is finally over:
YouTube just launched yesterday
its new channel dedicated to
videos produced by higher ed
institutions and finally came up
with a clear way to apply to get the
education partner status.
Posted by Karine Joly - March 27, 2009 -
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13. Web 2.0 Higher Ed
Trends
• Findings
• Top needs
• Reach & communicate target audiences = mostly
students
• Engage audience
• Increase branding and overall awareness
• Why use the technology
• Meet student needs/wants
• Competitive edge
• Cheap, easy to get into, not technically challenging
to launch, brand integration
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14. Web 2.0 Higher Ed
Trends
• Findings
• Challenges – why not currently using
• IT/Administration resistance
• Lack of resources/staff
• Lack of ability to maintain content (i.e. blogs)
• Don’t know enough about the technology
• Have proposed it – will launch in future
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15. Web 2.0 Trends
• Backlash
• Information Overload
• New distractions – FB blackhole
• Productivity
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16. Web 2.0 Higher Ed
Trends
• Outside Marketing Research (admissions)
• Adoption has grown by 24% in one year: 61% in
2007 as compared with 85% in 2008
• Colleges and universities are outpacing U.S.
corporate adoption of social media tools and
technologies (13% of the Fortune 500 and 39% of
the Inc. 500 currently have a public blog, while
41% of college admissions departments have
blogs)
. Source: Dr. Nora Ganim Barnes, Ph.D., Senior Fellow and Research
Chair of the Society for New Communications Research
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17. Web 2.0 Higher Ed
Trends
• Outside Marketing (admissions)
• Social networking is the tool most familiar to
admissions officers, with 55% of respondents
claiming to be quot;very familiar with itquot; in the first
study and 63% in 2008.
• 78% of private schools have blogs, versus 28% of
public schools
• Nearly 90% of admissions departments feel that
social media is quot;somewhat to very important”
• Source: Dr. Nora Ganim Barnes, Ph.D., Senior
Fellow and Research Chair of the Society for
New Communications Research
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18. Web 2.0 Higher Ed
Trends
• Outside Marketing (admissions)
• “Those graduating high school today have been
exposed to the Internet since childhood. They
are constantly connected ‐‐ plugged into digital
music devices, cell phones, the Internet, instant
messenger and social networks, perhaps all on
the same device. This world of interactivity and
hyper‐communication has fundamentally
changed how teenagers and young adults
receive, process, and act on information.”
• Source: Dr. Nora Ganim Barnes, Ph.D., Senior Fellow and
Research Chair of the Society for New Communications
Research
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19. TCU’s Web 2.0 world
www.Newsevents.tcu.edu
•
Wikipedia
•
Flickr
•
RateMyProfessors
•
• Podcasting
• RSS feeds
• Blogging
• Monitoring (Technorati)
• YouTube.com/tcu
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20. TCU’s Web 2.0 world
• Twitter.com/tcu
• http://startelegram.typepad.com/extra_credit/tcu/
• Blogging –
• Social networking
Facebook, Linkedin
• New Media Specialist
• Mobile platform – coming
• iTunes.com/tcu ‐ coming
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21. RSS
• Really Simple Syndication
or widgets
• Online news butler (gathers
assigned content)
• Push and pull concept
• Customized news
• Media
• Alumni
• Stakeholders
News feed to your email
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22. Burn, baby burn
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23. Top signs that it’s the end of the
world as we know it
• I spent more time on Twitter than on e‐mail or watching TV
• A blog run by a teacher (ex‐journalist and pr person) in AZ consistently scoops local paper
• News of Ted Kennedy’s collapse and Tim Russert’s death was on Twitter before CNN
• Forbes researched its story on blogs via Twitter
• State Farm uses internal blogs to improve morale
• On Twitter – a start‐up company got 100 new business ideas and woman raised $6k in a day
• Obama’s $0 YouTube videos vs. Clinton’s big budget “town hall meeting”
• IBM received more leads/sales/exposure from $500 podcast versus ads
Source: KDPaine & Partners
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24. Traditional Media vs. Web 2.0 –
What’s the Same?
• Time is of the essence; communicate within one hour or
sooner
• Have templates ready to go
• Messaging not straying from the facts
• Provide regular updates (crisis) even if there aren’t any
updates
Pre‐select/train team
•
Have monitoring in place
•
Buy‐in beforehand
•
Transparency – but don’t need to reveal everything
•
Source: Cindy Lawson, Higher Ed Hero
•
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25. Traditional Media vs. Web 2.0:
What’s Changed
Spin/control impossible
•
Bypasses “authorities”
•
Information can be poor taste
•
Difficult to separate rumor from fact
•
No news cycle – 24/7
•
Everyone “connected”
•
Exchange is two‐way, vs. one‐way
•
Continues to evolve – what’s hot today is not
•
tomorrow
• Source: Cindy Lawson, Higher Ed Hero
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26. Twitter
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27. Twitter
• How to Twitter (video)
• First began as sharing short bits of information
= evolved
• 140 characters
• FB updates in overdrive
• Engage versus advertising
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28. Twitter Lingo
• tweet = microblog post
• follow = signing up to receive updates makes you a follower,
someone who signs up to receive your updates is following you
• Reply or @reply = good way to respond to others, use
@username, good way to show community
• DM = direct messaging
• tweetup = public event
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29. Media Relations in
Web 2.0
• Pitches via Twitter
• 36 months – death of the press release
• w/in 24 months – won’t know difference
between traditional media relations = social
media = one thing
• Source: Peter Shankman ‐ HARO
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30. Crisis Communications in
Web 2.0
• Virginia Tech – Facebook
• Monitor, Analyze and Interact BEFORE, DURING & AFTER
• YouTube
• Twitter – Mumbai ‐
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31. Measuring in a
Web 2.0 world
A MEASUREMENT TIMELINE
SOCIAL
MSM ONLINE
MEDIA
EYEBALL
HITS ENGAGEMENT
COUNTING
Source: KD Paine & Partners
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32. Laws of 21st Century PR Measurement
• There is no market for your message
• All the benchmarks have changed
• Size doesn’t matter so stop screaming and start
listening
• It’s not how many eyeballs, it’s the right eyeballs
• HITS = How idiots track success
• ROI doesn’t mean what you think it does because
you can’t divide by zero
• You become what you measure, so match
measurement tool to your objective
Source: KD Paine & Partners
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33. Tools you’ll need to measure
Web 2.0 world
• Google News/Google Blogs
• Technorati, Sphere
• NewsTrack, Cyberalert,
CustomScoop, e‐Watch
• RSS feeds
• Twitter search
Source: KD Paine & Partners
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34. Launching Web 2.0 world strategies
• Support from top = VC/top marketing executive/
president/chancellor
• Research tools – be familiar
• Formulate strategy before launch
• Dedicated person
• Easy to find
• Participate and monitor
• Integrate = branding
• Evaluate and keep researching
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35. Web 2.0 platform
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36. Our Future Students
???
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37. Other Thoughts
• What other tools are being used?
• Show and tell!!
Moving forward
Branding & Integration (Landing page, Plaxo, Mash‐ups)
Mobile Platforms
Constantly changing – staying up on latest trends
Be part of the conversation
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38. Recap
• Web 2.0 trends in higher ed
• Uses at TCU and other universities
• Hot Web 2.0 tools
• Web 2.0 measurement
• Launching strategies
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39. Questions?
Thanks!
Shawn Kornegay
s.kornegay@tcu.edu
http://twitter.com/skornegay
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