College Occupational Programs Marketing, Advertising, Interacting,

1
College Occupational Programs Marketing,
Advertising, Interacting, Engaging through
Social Media

• Clark R. Harris
• Mott Community College

2
College Occupational Programs Marketing,
Advertising, Interacting, Engaging through
Social Media

• Clark R. Harris
• Mott Community College

3
Disclaimer

• I have been involved in the use of technology for
  some time.
• I created my first organizational Web site in
  1995.
• I have used Facebook, LinkedIn, blogs, Twitter,
  Flickr, YouTube, etc. and have created
  organizational accounts in Facebook Twitter.
• I also teach the EDCI750 Emerging Technologies
  course at K-State, as part of the Educational
  Computing, Design Online Learning Program.
• I have been a user of social media and read a lot
  about the area of social media, but virtually
  none of this information is original. Some may
  not be cited on the slides, but much of it is
  from the references cited, and probably more.

4
What is Social Media?

• interactions among people in which they create,
  share, and exchange information and ideas in
  virtual communities and networks.

Ahlqvist, T. Back, A., Halonen, M. Heinonen, S.
(2008)
5
What is Social Media?

• "a group of Internet-based applications that
  build on the ideological and technological
  foundations of web 2.0, and that allow the
  creation and exchange of user-generated content.

Kaplan A.M., Haenlein M., (2010)
6
Who is using Social Media in the promotion of

• Your school?
• Occupational programs?
• Events, projects, etc.?

7
What applications are Social Media?
8
What applications?

• Blogs
• Facebook
• Flicker
• Google
• Instagram
• LinkedIn
• Twitter
• Youtube
• Etc.

9
Facebook examples

• Mott CC Page https//www.facebook.com/MottCommunit
  yCollege
• Technology Division https//www.facebook.com/MCCTe
  chnology
• Electronics Program https//www.facebook.com/MottE
  LEC Video
• Gateway CC https//www.facebook.com/Go2GCC/
• Mid Michigan CC https//www.facebook.com/midmich/
• Grand Rapids CC https//www.facebook.com/grandrapi
  dscc Video
• Lansing CC https//www.facebook.com/LansingCommCol
  lege1
• Video, Youtube Channel
• Macomb CC https//www.facebook.com/MacombCC/
• Marketing pieces

10
Youtube examples

• Jackson CC Virtual Tour http//www.youtube.com/wat
  ch?vLjuESTL_T8I
• Kirtland CC http//www.youtube.com/user/KirtlandCC
  
• Virtual Tour http//www.youtube.com/watch?v8VtlOx
  _POPU
• Macomb CC Student Testimony http//www.youtube.com
  /watch?vCBq3Cb7hEHc
• Monroe CC http//www.youtube.com/user/MonroeCCC
• Mott CC MAET http//www.youtube.com/user/maetatmot
  t

11
Twitter examples

• Kellogg CC https//twitter.com/Kellogg_CC
• North Central CC https//twitter.com/NorthCentralM
  C
• Oakland CC https//twitter.com/OCCollege

12
Flickr examples

• Lansing CC http//www.flickr.com/photos/48770385_at_N
  08/
• Mott CC (not official) http//www.flickr.com/photo
  s/clarkharris/sets/72157625248106023/
• Wayne County CC (not official) http//www.flickr.c
  om/photos/dharder9475/sets/72157625802233731/with/
  5396415189/

13
Pinterest examples

• Kellogg CC http//pinterest.com/kelloggcc/
• Macomb CC http//pinterest.com/macombcc/
• North Central Michigan CC http//pinterest.com/nor
  thcentralmc/

14
Blogs examples

• Kirtland CC http//blogs.kirtland.edu/

15
Using IconsExample

• North Central
• Michigan College
• http//www.ncmich.edu/
• Facebook
• Flickr
• Pinterest
• Twitter

16
Who can we use Social Media?

• To engage
• Current Students
• Future Students
• Past Students
• Community Members
• Faculty Staff
• Business Industry
• Donors

Almost 96 of people surveyed say they use
Facebook (Bank of America, 2011)
17
How can we use Social Media?
18
Some Research
19
Do prospective college students use Social Media?

• Two-thirds of the class of 2012 used social media
  to research colleges and universities
• Facebook stands head and shoulders above the pack
  for admissions research (57 percent)
• 38 percent SM influential in their decision

Poisso (May 7, 2013)
20
Social Media Advancement Results 2013

• The Council for Advancement and Support of
  Education (CASE) is a professional association
  serving educational institutions and the
  advancement professionals who work on their
  behalf in alumni relations, communications,
  development, marketing, and allied areas.
• Huron Education
• mStoner is a marketing communications agency that
  works with education institutions on strategy and
  development of websites, social media, brand, and
  print.

21
Social Media Advancement Results 2013 (Cont.)

• Fourth annual survey
• Method survey mailed to 18,144 CASE members
  tweeted by Michael Stoner and other mStoner team
  members
• 1,080 response (a 6 response rate)
• most CASE members are fundraisers, institutional
  communicators (PR, media relations, marketing,
  publications, and periodicals), and alumni
  relations professionals, that is the focus here
  (the views of enrollment and admissions
  professionals are underrepresented).

22
Social Media Advancement Results 2013 (Cont.)

• Top goals
• engage alumni
• strengthen brand image
• Most commonly used channels
• Facebook
• Twitter
• LinkedIn
• YouTube

23
Social Media Advancement Results 2013 (Cont.)

• Management diversity social media is centralized
  at some institutions highly dispersed at
  others. This diversity of management shows no
  sign of diminishing.
• Most (83) departments handle their own social
  media activities, usually with input from others.
  
• Comms/PR depts. most likely responsible for
  creating, monitoring compliance with,
  enforcing, institutional SM policies (73).

24
Social Media Advancement Results 2013 (Cont.)

• Whats new in 2013
• SM is increasingly woven into campaigns
• The majority of respondents say their institution
  uses SM for fundraising development
• Facebook predominates.
• We use SM more commonly to connect with
• current students their parents
• prospective students their parents
• faculty sta?.

25
Any concerns about Social Media in the Community
College?

• Loss of control of your brand
• Unexpected information
• Inappropriate photos or text
• Can we control it?
• Should we control it?

26
Random Points to Consider

• Use Photos-Facebook is the largest photo sharing
  site

27
Five Tips for Marketing to College Students

1. Consider mobile marketing
2. Get to the point, fast
3. Dont try to be cool if youre not
4. Get your product right before bragging about it
5. Win over mom and dad

Williams, G. (September 24, 2010)
28
4 steps to create a great Facebook page for your
school

1. Content
2. Identity
3. Networking
4. Promotion Engagement

Romeri, M. (May 3, 2012)
29
To maximize all Facebook has to offer and create
a worthwhile campaign

• Content
• Engagement
• Connections sharing

Craig, K. (2011)
30
Seems like just the beginning of the conversation
on Social Media
31
References

• Ahlqvist, T. Back, A., Halonen, M. Heinonen, S.
  (2008). Social Media Roadmaps Exploring the
  futures triggered by social media
• Career Track Facebook marketing workshop
  workbook
• Craig, K. (2011). Facebook and college students
  Is marketing effective,
• Gardner, L. (April 19, 2013). Social-media use
  grows at colleges, despite little dedicated
  staff, http//chronicle.com/blogs/bottomline/socia
  l-media-use-grows-at-colleges-despite-little-dedic
  ated-staff/
• Gillin, P. (2009). Secrets of social media
  marketing How to use online conversations and
  customer communities to turbo-charge your
  business. Quill Driver Books.
• Glen, 10 ways to create more engaging Facebook
  page, http//www.toprankblog.com/2010/05/10-ways-e
  ngaging-facebook-page/

32
References

• Kaplan A.M., Haenlein M., (2010). Users of the
  world, unite! The challenges and opportunities of
  social media, Business Horizons, Vol. 53, Issue 1
• Poisso (May 7, 2013). Academia and Facebook are
  finally getting along, and applicants are taking
  notice, http//www.digitaltrends.com/social-media/
  college-grads/
• Qualman, E. (2013). Socialnomics How social
  media transforms the way we live and do business,
  Wiley
• Romeri, M. (May 3, 2012). The innovative
  marketers blog Four steps to fresh Facebook
  marketing for schools and colleges,
  http//www.imrcorp.com/innovative-marketing-blog/b
  id/55829/Four-Steps-to-Fresh-Facebook-Marketing-fo
  r-Schools-and-Colleges
• Smith, J. (2007). The Facebook marketing bible
  24 ways to market your brand, company, product,
  or service inside Facebook, http//www.insidefaceb
  ook.com/facebook-marketing-bible/

33
References

• Social Media Advancement Results 2013,
  http//www.case.org/Documents/AboutCASE/Newsroom/C
  ASE-Huron-mStoner-SM2013-CASESMC28029.pdf
• Top 100 social media colleges, http//www.studenta
  dvisor.com/top-100-social-media-colleges-page3
• Weber, L. (2007). Marketing to the social web
  How digital customer communities build your
  business, Wiley.
• Wikipedia/social media, http//en.wikipedia.org/w
  iki/Social_media
• Williams, G. (September 24, 2010). Five tips for
  marketing to college students. http//www.entrepre
  neur.com/article/217344

34
Contact Information

• Clark R. Harris, Ph.D.Dean of TechnologyMott
  Community College1401 East Court StreetFlint,
  MI 48503-2089810.762.0337clark.harris_at_mcc.edu
• Find the Technology DivisionOn Facebook -
  http//www.facebook.com/MCCTechnology
• On the Web - http//www.technology.mcc.edu