social media in the marketing mix

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

Social Media in the Marketing Social Media in the Marketing Communications MixCommunications Mix

ACT Michigan 2010 Annual ConferenceACT Michigan 2010 Annual ConferenceEast Lansing, MIEast Lansing, MI2 February 20102 February 2010


Who is Bob Johnson, Ph.D.?Who is Bob Johnson, Ph.D.?

Higher education marketing… since 1980sHigher education marketing… since 1980s

Bob Johnson Consulting, LLC… since 2004Bob Johnson Consulting, LLC… since 2004

Partner w/Gerry McGovern at Customer Partner w/Gerry McGovern at Customer Carewords, Ltd (Ireland)… since 2005Carewords, Ltd (Ireland)… since 2005

““Your Higher Education Marketing Newsletter” Your Higher Education Marketing Newsletter” (email)… since 1995(email)… since 1995

““Bob Johnson’s Blog on Higher Education Bob Johnson’s Blog on Higher Education Marketing” Marketing”

Twitter, LinkedIn, Facebook userTwitter, LinkedIn, Facebook user


What does this mean?What does this mean?

25% of 2009 freshmen report 25% of 2009 freshmen report using Facebook to help make using Facebook to help make

their college choicetheir college choice


YouTube, Flickr, Twitter for Ford…YouTube, Flickr, Twitter for Ford…http://fiestamovement.com/http://fiestamovement.com/


New prominence in higher ed…New prominence in higher ed…http://www.connectionsforlife.ubc.ca/community-tools.htmlhttp://www.connectionsforlife.ubc.ca/community-tools.html

http://home.bates.edu/views/social/http://home.bates.edu/views/social/


►►Critical point to remember…Critical point to remember…

The website is your most important online The website is your most important online marketing tool…marketing tool…

Fixing broken links and dated content is more Fixing broken links and dated content is more important than social mediaimportant than social media


Social Media “Groundswell”…Social Media “Groundswell”…

““A social trend in which people use technology A social trend in which people use technology to get the things they need to get the things they need from each otherfrom each other,,◄◄ rather than from traditional institutions like rather than from traditional institutions like corporations.”corporations.”

Groundswell, Harvard Business Press, 2008Groundswell, Harvard Business Press, 2008

What’s in the Groundswell now…What’s in the Groundswell now…– Facebook and MySpaceFacebook and MySpace– WikipediaWikipedia– YouTubeYouTube– Rate My ProfessorRate My Professor– Twitter and LinkedInTwitter and LinkedIn


Social Media site traffic… Jan 16, 2010Social Media site traffic… Jan 16, 2010http://www.hitwise.com/resources/data-center.phphttp://www.hitwise.com/resources/data-center.php

1. Facebook 47.68%1. Facebook 47.68%

2. MySpace 17.62% 2. MySpace 17.62%

3. YouTube 14.55%3. YouTube 14.55%

4. Tagged 1.34%4. Tagged 1.34%

5. Twitter 1.14%5. Twitter 1.14%

6. Yahoo! Answers 6. Yahoo! Answers 0.96%0.96%

7. Yahoo! Profiles 7. Yahoo! Profiles 0.86%0.86%

8. myYearbook 0.63%8. myYearbook 0.63%

9. Meebo 0.60%9. Meebo 0.60%

10. Windows Live 10. Windows Live Home 0.54%Home 0.54%


►►Most people are “spectators”…Most people are “spectators”…http://www.forrester.com/Groundswell/profile_tool.htmlhttp://www.forrester.com/Groundswell/profile_tool.html

Re active participation… control expectationsRe active participation… control expectations

How people 18 to 55+ use social mediaHow people 18 to 55+ use social media

– Creators….Creators…. 24%24%

– Critics………Critics……… 37%37%

– Collectors…Collectors… 21%21%

– Joiners……Joiners…… 51%51%

– Spectators…Spectators… 73%73%◄◄

– Inactives……Inactives……18%18%

Groups overlap… thus the high total percentGroups overlap… thus the high total percent


Is “Social Media” a marketing tool?Is “Social Media” a marketing tool?

Yes, but…Yes, but…– Not a direct sales/recruitment toolNot a direct sales/recruitment tool

– Social media allow potential students to listen to Social media allow potential students to listen to people talk about their experience with youpeople talk about their experience with you

– Social media allows people to ask questions about Social media allows people to ask questions about the value of your education and to get “experience the value of your education and to get “experience answers” from your students and alumnianswers” from your students and alumni

– You can’t control social media discussionsYou can’t control social media discussions

– You can monitor and influence themYou can monitor and influence them


Three levels of marketing…Three levels of marketing…Alex Brown at http://www.zehno.com/news-resources/?p=2532Alex Brown at http://www.zehno.com/news-resources/?p=2532

Free MarketingSocial media discussions, word-of-mouth, etc.

Engagement MarketingWeb 2.0, Facebook fan page, Twitter, YouTube, etc.

Traditional MarketingWebsite 1.0, Advertising, PR, Special Events


Two examples from Michigan…Two examples from Michigan…

Michigan State UniversityMichigan State UniversityCalvin CollegeCalvin College


Facebook…Facebook…MSU Spartans w/38,894 fans…… Calvin w/4,604 fansMSU Spartans w/38,894 fans…… Calvin w/4,604 fans


Facebook specialist pages…Facebook specialist pages…MSU College of Music w/687 fans….. Calvin Careers w/275 fansMSU College of Music w/687 fans….. Calvin Careers w/275 fans


YouTube results…YouTube results…MSU w/38,700............ Calvin w/1,610MSU w/38,700............ Calvin w/1,610


Twitter…Twitter…Michigan State w/3,187 followers….. Calvin w/2,017 followersMichigan State w/3,187 followers….. Calvin w/2,017 followers


Facebook…Facebook…

If you build it…If you build it…

How many people will notice?How many people will notice?


►►Increase Facebook audiences…Increase Facebook audiences…

Prominent link to Facebook from the entry page Prominent link to Facebook from the entry page to your website section… don’t make them huntto your website section… don’t make them huntInclude your Facebook link at end of individual Include your Facebook link at end of individual email you send from your divisionemail you send from your divisionAdd a FB icon to email newslettersAdd a FB icon to email newslettersGet current students to talk about their Get current students to talk about their experiences, w/ links to videos, photosexperiences, w/ links to videos, photos– Select as you would student bloggersSelect as you would student bloggers

Viral marketingViral marketing◄◄– Goal: Fans of your fans will see the link on their FB Goal: Fans of your fans will see the link on their FB

pages and join as a resultpages and join as a result


Encourage Facebook fans…Encourage Facebook fans…

Give your fans permission to…Give your fans permission to…– Post videosPost videos– Post photographsPost photographs– Link from their updatesLink from their updates

If fans say something critical of you…If fans say something critical of you…– Remember, this is “reality” marketingRemember, this is “reality” marketing– In most cases, don’t remove the commentIn most cases, don’t remove the comment

– Don’t answer right away… Don’t answer right away… watch how other watch how other

community members reactcommunity members react◄◄– The best response comes from your supportersThe best response comes from your supporters


Case Review: University of PhoenixCase Review: University of Phoenix

Facebook… 27,040 fansFacebook… 27,040 fansTwitter… 2,085 followersTwitter… 2,085 followers

LinkedIn… 3,459 alumni in 7 groupsLinkedIn… 3,459 alumni in 7 groups


From an obscure home page link…From an obscure home page link…http://www.phoenix.edu/students/online_communities.htmlhttp://www.phoenix.edu/students/online_communities.html


Start people at the “Wall”…Start people at the “Wall”…8,678 fans on 21 May 2009… 27,040+ in January 20108,678 fans on 21 May 2009… 27,040+ in January 2010


►►No fear of “Discussions”…No fear of “Discussions”…Where is my Pell Grant moneyWhere is my Pell Grant money??


Getting personal on Twitter…Getting personal on Twitter…@danportnoy has 1,375 followers@danportnoy has 1,375 followers


Building Brand on MySpace…Building Brand on MySpace…http://www.myspace.com/universityofphoenixhttp://www.myspace.com/universityofphoenix


Building Brand on YouTube…Building Brand on YouTube…http://www.youtube.com/universityofphoenixhttp://www.youtube.com/universityofphoenix


Building brand on LinkedIn… Building brand on LinkedIn… 1,926 alumni in May 2009… 3,459 in January 20101,926 alumni in May 2009… 3,459 in January 2010


The summary… 6 pointsThe summary… 6 points

People turn to social media for “real” information People turn to social media for “real” information based on actual experience… based on actual experience…

Promote your social media sites every day…Promote your social media sites every day…

Social media won’t go away, individual sites may Social media won’t go away, individual sites may change in importance…change in importance…

You can’t control social media content…You can’t control social media content…

Social media will become more integrated…Social media will become more integrated…

Experiment, then changeExperiment, then change


Keeping up to date…Keeping up to date…


Groundswell blog…Groundswell blog…http://blogs.forrester.com/groundswell/http://blogs.forrester.com/groundswell/


Especially for Facebook…Especially for Facebook…http://www.insidefacebook.com/http://www.insidefacebook.com/


MashableMashablehttp://mashable.com/http://mashable.com/


Pew Internet research reports…Pew Internet research reports…http://www.pewinternet.org/Presentations/2009/41--The-http://www.pewinternet.org/Presentations/2009/41--The-

Democratization-of-Online-Social-Networks.aspxDemocratization-of-Online-Social-Networks.aspx


ROI is an emerging skill…ROI is an emerging skill…http://smroi.net/http://smroi.net/


Shameless self-promotion…Shameless self-promotion…http://twitter.com/HighEdMarketing...http://twitter.com/HighEdMarketing...

http://www.bobjohnsonblog.com/http://www.bobjohnsonblog.com/


Thank You!Thank You!

Bob Johnson, Ph.D.Bob Johnson, Ph.D.PresidentPresident

Bob Johnson Consulting, LLCBob Johnson Consulting, LLCMarshall, MI 49068Marshall, MI 49068

248.766.6425 248.766.6425 [email protected]@bobjohnsonconsulting.com

Customer Carewords Research for Online Marketing Customer Carewords Research for Online Marketing Success: Success:

http://www.bobjohnsonconsulting.com/customercarewords.hthttp://www.bobjohnsonconsulting.com/customercarewords.htmlml

social media in the marketing mix

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social media groundswell

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social trend

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use social media creators

social media site traffic

traditional marketing

facebook fan page