Making decisions around social media in

tertiary educationLead by Christian Bowman

Internet Marketing Manager, Bond University

Making Decisions Around Social Mediain Tertiary Education #smeduwebinar

Christian Bowman @megabowman

CRICOS CODE 00017B

31-01-2012

©2012 Bond University

“Help people do what they already want to do.”

BJ Fogg, Stanford University @bjfogg

TODAY’S WEBINAR

• Introduction• Challenges• Measuring results/Identifying trends• The people have spoken – Poll Results• ‘Please Sir, can I have some more?’

= Interesting marketing ideas

Nephew

Niece

…THE SIZE OF A SMALL HUMAN

A multi-channel marketing strategy• Social media posts• PPC campaign (Google, Facebook)• Split Tested landing page• Email campaign• Daily statistics analysis

= Lots of friends in my new job

You are what you tweet…You are what everyone else tweets you are…

CHALLENGES

• Developing a strategy• Deciding on ownership within the business• Resource allocation• Governance & Policy development• Other

Things are moving fast…

Social Media

THE POWER OF SOCIAL MEDIA MARKETING

Activity convergence

Recruitment Corporate Marketing

Channel Marketing

Public Relations Student Engagement Technology

Listen to what others are saying about you when you’re not around…

THE POWER OF SOCIAL MEDIA MARKETING

HLong TailQuestions to ‘the network’

Status updatesSharing of updates (in and out of context)

The ‘other’ conversations (opportunity)

The Long Tail

THE POWER OF SOCIAL MEDIA MARKETING

HLong TailAttack!

Attacking is entertaining and so easy…Everyone is attacking, it must be cool!

The ‘other’ conversations (risk)

The Long Tail

= Need for a strategy

DEVELOPING A STRATEGY

• What are your business goals?• Learn what you don’t know (Audit)• Think infrastructure• Academics are your best friends• Consider resource implications• It’s up to you!

SETTING GOALS

Are we sending the right messageat the right time?

Try

www.timely.is

DECIDING ON OWNERSHIP

• Marketing/PR/IS/Student Engagement/Student Admin?

• Importance of responsibility• Research• Help mentality – This is beyond just marketing!• Due diligence • RASCI• Who decides? ‘HiPPO’

WHAT IS THE APPROACH?

Audit Discovery Optimisation Implementation Measure & Refine

RASCI Chart

RESOURCE ALLOCATION

• What do you need?• Who do you need?• What does the University get out of it?• Who manages the budget?• How do you recruit?• How will this help reach your objectives?

GOVERNANCE AND POLICY

• Get advice• Don’t copy another organisation• This is not just a marketing channel• Align with University crisis management strategy• KEEP IP• Must evolve

OTHER CHALLENGES

• Marketing integration• Staff engagement• Long-term vs Short-term rewards• Making mistakes• Ownership of Data eg. Facebook, Twitter

– Changes to facebook eg. Timeline– Removal of account/page– Data accuracy/currency

MEASURING PEFORMANCE

• SOOO much data!• Changing all the time• Not always accurate• What is important?• What is actionable?• Match it up with other reports

Avanish Kaushik – kaushik.net

MEASURING PEFORMANCE

Poll Results

WANT TO KNOW MORE?

• Pre-Conference workshop• Setting KPI’s• Developing analytics systems• Prioritising tactical activities• Marketing attribution models• Developing ROI models

Tuesday 21st February, 2012Melbourne, 9am-4pm

Visit:

www.socialtertiaryed.com

#socialedu

TAKE-AWAYS

• Understand the challenges• Get more knowledge/advice• Aim towards simplicity• Think INFRASTRUCTURE• It’s not just marketing

Enjoy Social Media, you are all leaders in this field.

MEGABOWMAN’S BOOK CLUB

• The New Relationship Marketing by Mari Smith – MUST GET

• The Long Tail: Why the Future of Business is Selling Less of More by Chris Anderson

• Made to Stick: Why Some Ideas Survive and Others Die by Chip & Dan Heath

• The Tipping Point: How Little Things Can Make a Big Difference by Malcom Gladwell

THANK YOU

Questions?

THE END … OR IS IT?

CRICOS CODE 00017B

©2012 Bond University