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m 
DUe.sSi. gHnig hAepr Epdruocaatciohne s 
Trends in Social Media
m 
De#siHging hAeprpErdoCaHch es 
@patrickjpowers
m 
AGENDA 
• Introductions 
• Prospective Students 
• Colleges and Universities 
• Common Traits/Trends of Success 
• Discussion
m 
Patrick Powers 
@patrickjpowers 
• Personal 
• Work Experience 
•5 years journalist 
•9 years in higher education 
•Former director of digital marketing 
and communications at Webster 
University 
• Speaking 
•CASE Social Media and Community 
•AMA Symposium on Higher 
Education 
•Adjunct Professor
m
m 
STAGES OF MATURITY 
Exist | Organize | Strategize | Target | Evolve
m 
THE 
PROSPECTIVES 
(and their parents)
m 
Which social media channels 
do they use? 
Facebook 
YouTube 
Instagram 
Twitter 
Snapchat 
Google+ 
Vine 
Pinterest 
Tumblr 
LinkedIn 
20% 40% 60% 80% 
15% 30% 45% 60% 
Seniors Parents
m 
51% 
OF U.S. HIGH SCHOOL SENIORS SAY 
THEY HAVE VISITED A COLLEGE’S 
FACEBOOK PAGE
m 
37% 
OF U.S. HIGH SCHOOL SENIORS SAY 
THEY FOLLOW A COLLEGE OR 
UNIVERSITY ON TWITTER
m 
THE 
INSTITUTIONS
m 
What are the most commonly 
used tools in advancement? 
Facebook 
Twitter 
LinkedIn 
YouTube 
Instagram 
Pinterest 
Google+ 
Tumblr 
Vine 
25% 50% 75% 100%
m 
Is there a disconnect? 
Institutions HS Seniors Parents 
Facebook 95% 75% (-20%) 55% (-40%) 
Twitter 82% 39% (-43%) 15% (-67%) 
LinkedIn 76% 5% (-71%) 7% (-69%) 
YouTube 68% 73% (5%) 31% (-37%) 
Instagram 42% 49% (7%) 12% (-30%) 
Pinterest 26% 18% (-8%) 9% (-18%) 
Google+ 26% 31% (5%) 19% (-7%) 
Tumblr 9% 14% (5%) 3% (-6%) 
Vine 9% 24% (5%) 4% (-5%)
m 
THE TOP 10 
TRENDS & TRAITS
m 
Success in social 
media still begins 
with planning. 
1
m
m 
Mature social media 
communities in the U.S. … 
Have an approved strategy 
Have an approved, resourced roadmap 
25% 50% 75% 100% 
Best-in-class Average
m 
http://mstnr.me/IowaStateSM
m 
You must define 
success if you 
are ever going to 
achieve it. 
2
m 
Goal 
Strategy 
Measurable 
Objective 
KPI
m 
Goal Increase alumni engagement. 
Strategy Design visual content that encourages 
alumni to attend an on-campus lecture. 
Measurable 
Objective 
Get 50 people to open the link; 20 people 
to attend the lecture. 
KPI Total reach; Click-throughs; Click-through 
conversion rate; RSVPs; Attendance count
m 
Goal Influence yield of admitted students 
Strategy Leverage popular platforms to generate 
excitement about choosing Fordham 
Measurable 
Objective 
Reach 90 percent of admitted students; 
Prompt 100 pieces of content; Attract 150 
new followers 
KPI Total reach; Content count; Follower count
m 
58% 
OF ADMITTED STUDENTS OPENED 
THE EMAIL INVITATION; 3 PERCENT 
CLICKED THROUGH TO THE SITE
m 
282 
ADMITTED STUDENTS POSTED 
PHOTOS AS PART OF THE CAMPAIGN
m 
200+ 
NEW FOLLOWERS ON TUMBLR AND 
INSTAGRAM ACCOUNTS
m 
Recognize the 
need for balance 
in how you 
communicate. 
3
m 
What college search resources 
do they find most influential? 
80% 
60% 
40% 
20% 
College Website Email from College College Planning Site Facebook Post from College Tweets from College 
Seniors 2013 Seniors Parents
m 
If I have to choose between looking 
at the website or Facebook page … 
Seniors 
2013 Seniors 
Parents 
25% 50% 75% 100% 
I'll opt for Facebook I'll opt for the Website
m
m
m 
Email is still 
not dead. 
3a
m 
Compared to social media, how 
successful is email in meeting your 
advancement goals? 
More successful than some social media 
More successful than all social media 
Less successful than social media 
Other 
13% 
13% 25% 38% 50% 
10% 
31% 
46%
m 
Give them a 
reason to like you 
and stay out of 
the way. 
4
m 
What have they done on a 
college Facebook page? 
70% 
53% 
35% 
18% 
Clicked "Like" Asked to Join a Group Both Neither of These Options 
Seniors 2013 Seniors Parents
53% 
OF U.S. HIGH SCHOOL SENIORS SAY THEY WERE 
CONCERNED ABOUT PRIVACY ISSUES WHEN 
LIKING OR ASKING TO JOIN A GROUP ON A 
m 
SOCIAL MEDIA CHANNEL.
m 
Students will 
always be better 
at content. 
5
m
m
m 
106 Likes, 6 comments 57 Likes, 5 comments
m 
Tell me and I 
forget. Show me 
and I remember. 
6
m 
“The human brain can 
process entire images that 
the eye sees for as little as 
13 milliseconds” 
-MIT Neuroscientists
m 
Most shared posts from Facebook 
pages worldwide, March 2014 
Photo 
Link 
Album 
Video 
Status 
23% 45% 68% 90% 
4% 
4% 
3% 
0.02 
87%
m
m 
U.S. Teens “Most Important” 
Social Network 
50% 
38% 
25% 
13% 
Instagram Twitter Facebook 
23% 
27% 
30% 
23% 
26% 
23% 
33% 
30% 
17% 
42% 
27% 
12% 
Fall 2012 Spring 2013 Fall 2013 Spring 2014
m 
U.S. Instagram Users, by Age, 
2012-2016 (millions) 
50 
38 
25 
13 
4.1 
3.4 
2.6 
1.8 
1.2 
6.1 
5.8 
5.3 
4.9 
3.8 
9.0 
8.2 
7.0 
5.5 
3.6 
12.0 
10.8 
10.0 
9.0 
6.2 11.5 12.2 9.4 10.4 8.4 
2.3 3.6 4.6 5.3 6.1 
2012 2013 2014 2015 2016 
12-17 18-24 25-34 35-44 45-54 55-64
m 
More and more 
people are 
going mobile. 
7
m 
“As social audiences access more 
and more social content through 
mobile devices, consumption habits 
trend toward succinct content with 
strong imagery and design.” 
-Ogilvy blog
m 
71% 
OF U.S. HIGH SCHOOL SENIORS SAY 
THEY HAVE LOOKED AT A COLLEGE 
WEBSITE ON A MOBILE DEVICE.
m 
How often do they use mobile 
devices for web browsing? 
60% 
45% 
30% 
15% 
Nearly all the time If no access to a desktop Rarely 
Seniors 2013 Seniors Parents
m 
In order to foster 
experimentation 
and creativity, get 
comfortable. 
8
m 
Which type of social media do 
you use? 
Facebook 
Twitter 
LinkedIn 
YouTube 
Instagram 
Pinterest 
Google+ 
25% 50% 75% 100% 
Most successful All others
m
m
m 
Success in social 
media often 
starts at the top. 
9
m 
Executive-level engagement in 
best-in-class communities 
CMO 
CIO 
CEO 
15% 30% 45% 60% 
Best-in-class Average
m 
Does the leader of your 
institution use social media? 
No 
Yes, on Twitter 
Yes, on Facebook 
Yes, on a blog 
Yes, on LinkedIn 
Yes, on another channel 
15% 30% 45% 60%
m
m
m 
Measurement is 
the best way to 
demonstrate a 
positive ROI. 
10
m 
Social Media Report: Overview 
June 1, 2013 - May 31, 2014 
“I was Build tweeting Brand Awareness 
with an alumnus before I was 
going to a trip to California, and I didn’t know 
that [he was] a senior manager at NASA Ames 
Research Laboratory, and he invited me to tour 
[it]. And when I went there, I met the director of 
NASA Ames, and that resulted in the University 
of Cincinnati becoming a Space Act Agreement 
University, which opens the resources and 
facilities and funding from NASA up to our 
faculty and students. So that started because 
of a Twitter interaction.” 
Webster's social channels grew 70 percent over the past year with little sign of slowing down. Facebook continues to dominate the social media scence 
when it comes to building awareness. It possesses the largest network of Webster subscribers (9,534) with Twitter coming in second (6,865). 
Posts Subscribers Reach Impressions 
Total number of unique users reached across 
all social media platforms. 
Total number of Facebook posts, tweets, pins 
and videos uploaded by Webster. 
Total number of Facebook fans, Twitter 
followers, YouTube subscribers, etc. 
Total number of unique users reached across 
all social media platforms. 
246 21,667 ! 70% 179,963 702,687 
Increase Audience Engagement 
Facebook rules when it comes to audience engagement, netting nearly 32 engagements per post. The next highest platform was YouTube where each video 
posted averaged just over 5 engagements per post. Facebook accounted for 92 percent of Webster's total social engagements. 
Engagements Engagements per Post Engagements per Subscriber 
Total number of likes, comments shares 
across all social media channels. 
Average number of engagements — likes, 
comments, shares — per post. 
% of subscribers who have engaged with 
Webster-generated content. 
1,656 6.73 0.08 
Drive Traffic to Enrollment 
The most social traffic to the Webster website came from Facebook (90 percent), so it is no surprise that Facebook also leads when it comes to inquriies 
and applications. There was a significant decrease in the year-over-year referrals, most likely due to changes in Facebook that keep users logged in. 
Referrals Inquiries Undergraduate Applications Graduate Applications 
Total number of referrals to the Webster 
website from social media. 
Requests for information, RSVPs and 
applications from social media referrals. 
Number of undergraduate applications coming 
from social media referrals. 
Number of graduate applications coming from 
social media referrals. 
6,057 " 41% 17 5 ! 100% 9 ! 100%
m 
Thank you. 
m
m 
Questions? 
m

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Social Media Trends in U.S. Higher Education

  • 1. m DUe.sSi. gHnig hAepr Epdruocaatciohne s Trends in Social Media
  • 2. m De#siHging hAeprpErdoCaHch es @patrickjpowers
  • 3. m AGENDA • Introductions • Prospective Students • Colleges and Universities • Common Traits/Trends of Success • Discussion
  • 4. m Patrick Powers @patrickjpowers • Personal • Work Experience •5 years journalist •9 years in higher education •Former director of digital marketing and communications at Webster University • Speaking •CASE Social Media and Community •AMA Symposium on Higher Education •Adjunct Professor
  • 5. m
  • 6. m STAGES OF MATURITY Exist | Organize | Strategize | Target | Evolve
  • 7. m THE PROSPECTIVES (and their parents)
  • 8. m Which social media channels do they use? Facebook YouTube Instagram Twitter Snapchat Google+ Vine Pinterest Tumblr LinkedIn 20% 40% 60% 80% 15% 30% 45% 60% Seniors Parents
  • 9. m 51% OF U.S. HIGH SCHOOL SENIORS SAY THEY HAVE VISITED A COLLEGE’S FACEBOOK PAGE
  • 10. m 37% OF U.S. HIGH SCHOOL SENIORS SAY THEY FOLLOW A COLLEGE OR UNIVERSITY ON TWITTER
  • 12. m What are the most commonly used tools in advancement? Facebook Twitter LinkedIn YouTube Instagram Pinterest Google+ Tumblr Vine 25% 50% 75% 100%
  • 13. m Is there a disconnect? Institutions HS Seniors Parents Facebook 95% 75% (-20%) 55% (-40%) Twitter 82% 39% (-43%) 15% (-67%) LinkedIn 76% 5% (-71%) 7% (-69%) YouTube 68% 73% (5%) 31% (-37%) Instagram 42% 49% (7%) 12% (-30%) Pinterest 26% 18% (-8%) 9% (-18%) Google+ 26% 31% (5%) 19% (-7%) Tumblr 9% 14% (5%) 3% (-6%) Vine 9% 24% (5%) 4% (-5%)
  • 14. m THE TOP 10 TRENDS & TRAITS
  • 15. m Success in social media still begins with planning. 1
  • 16. m
  • 17. m Mature social media communities in the U.S. … Have an approved strategy Have an approved, resourced roadmap 25% 50% 75% 100% Best-in-class Average
  • 19. m You must define success if you are ever going to achieve it. 2
  • 20. m Goal Strategy Measurable Objective KPI
  • 21. m Goal Increase alumni engagement. Strategy Design visual content that encourages alumni to attend an on-campus lecture. Measurable Objective Get 50 people to open the link; 20 people to attend the lecture. KPI Total reach; Click-throughs; Click-through conversion rate; RSVPs; Attendance count
  • 22. m Goal Influence yield of admitted students Strategy Leverage popular platforms to generate excitement about choosing Fordham Measurable Objective Reach 90 percent of admitted students; Prompt 100 pieces of content; Attract 150 new followers KPI Total reach; Content count; Follower count
  • 23. m 58% OF ADMITTED STUDENTS OPENED THE EMAIL INVITATION; 3 PERCENT CLICKED THROUGH TO THE SITE
  • 24. m 282 ADMITTED STUDENTS POSTED PHOTOS AS PART OF THE CAMPAIGN
  • 25. m 200+ NEW FOLLOWERS ON TUMBLR AND INSTAGRAM ACCOUNTS
  • 26. m Recognize the need for balance in how you communicate. 3
  • 27. m What college search resources do they find most influential? 80% 60% 40% 20% College Website Email from College College Planning Site Facebook Post from College Tweets from College Seniors 2013 Seniors Parents
  • 28. m If I have to choose between looking at the website or Facebook page … Seniors 2013 Seniors Parents 25% 50% 75% 100% I'll opt for Facebook I'll opt for the Website
  • 29. m
  • 30. m
  • 31. m Email is still not dead. 3a
  • 32. m Compared to social media, how successful is email in meeting your advancement goals? More successful than some social media More successful than all social media Less successful than social media Other 13% 13% 25% 38% 50% 10% 31% 46%
  • 33. m Give them a reason to like you and stay out of the way. 4
  • 34. m What have they done on a college Facebook page? 70% 53% 35% 18% Clicked "Like" Asked to Join a Group Both Neither of These Options Seniors 2013 Seniors Parents
  • 35. 53% OF U.S. HIGH SCHOOL SENIORS SAY THEY WERE CONCERNED ABOUT PRIVACY ISSUES WHEN LIKING OR ASKING TO JOIN A GROUP ON A m SOCIAL MEDIA CHANNEL.
  • 36. m Students will always be better at content. 5
  • 37. m
  • 38. m
  • 39. m 106 Likes, 6 comments 57 Likes, 5 comments
  • 40. m Tell me and I forget. Show me and I remember. 6
  • 41. m “The human brain can process entire images that the eye sees for as little as 13 milliseconds” -MIT Neuroscientists
  • 42. m Most shared posts from Facebook pages worldwide, March 2014 Photo Link Album Video Status 23% 45% 68% 90% 4% 4% 3% 0.02 87%
  • 43. m
  • 44. m U.S. Teens “Most Important” Social Network 50% 38% 25% 13% Instagram Twitter Facebook 23% 27% 30% 23% 26% 23% 33% 30% 17% 42% 27% 12% Fall 2012 Spring 2013 Fall 2013 Spring 2014
  • 45. m U.S. Instagram Users, by Age, 2012-2016 (millions) 50 38 25 13 4.1 3.4 2.6 1.8 1.2 6.1 5.8 5.3 4.9 3.8 9.0 8.2 7.0 5.5 3.6 12.0 10.8 10.0 9.0 6.2 11.5 12.2 9.4 10.4 8.4 2.3 3.6 4.6 5.3 6.1 2012 2013 2014 2015 2016 12-17 18-24 25-34 35-44 45-54 55-64
  • 46. m More and more people are going mobile. 7
  • 47. m “As social audiences access more and more social content through mobile devices, consumption habits trend toward succinct content with strong imagery and design.” -Ogilvy blog
  • 48. m 71% OF U.S. HIGH SCHOOL SENIORS SAY THEY HAVE LOOKED AT A COLLEGE WEBSITE ON A MOBILE DEVICE.
  • 49. m How often do they use mobile devices for web browsing? 60% 45% 30% 15% Nearly all the time If no access to a desktop Rarely Seniors 2013 Seniors Parents
  • 50. m In order to foster experimentation and creativity, get comfortable. 8
  • 51. m Which type of social media do you use? Facebook Twitter LinkedIn YouTube Instagram Pinterest Google+ 25% 50% 75% 100% Most successful All others
  • 52. m
  • 53. m
  • 54. m Success in social media often starts at the top. 9
  • 55. m Executive-level engagement in best-in-class communities CMO CIO CEO 15% 30% 45% 60% Best-in-class Average
  • 56. m Does the leader of your institution use social media? No Yes, on Twitter Yes, on Facebook Yes, on a blog Yes, on LinkedIn Yes, on another channel 15% 30% 45% 60%
  • 57. m
  • 58. m
  • 59. m Measurement is the best way to demonstrate a positive ROI. 10
  • 60. m Social Media Report: Overview June 1, 2013 - May 31, 2014 “I was Build tweeting Brand Awareness with an alumnus before I was going to a trip to California, and I didn’t know that [he was] a senior manager at NASA Ames Research Laboratory, and he invited me to tour [it]. And when I went there, I met the director of NASA Ames, and that resulted in the University of Cincinnati becoming a Space Act Agreement University, which opens the resources and facilities and funding from NASA up to our faculty and students. So that started because of a Twitter interaction.” Webster's social channels grew 70 percent over the past year with little sign of slowing down. Facebook continues to dominate the social media scence when it comes to building awareness. It possesses the largest network of Webster subscribers (9,534) with Twitter coming in second (6,865). Posts Subscribers Reach Impressions Total number of unique users reached across all social media platforms. Total number of Facebook posts, tweets, pins and videos uploaded by Webster. Total number of Facebook fans, Twitter followers, YouTube subscribers, etc. Total number of unique users reached across all social media platforms. 246 21,667 ! 70% 179,963 702,687 Increase Audience Engagement Facebook rules when it comes to audience engagement, netting nearly 32 engagements per post. The next highest platform was YouTube where each video posted averaged just over 5 engagements per post. Facebook accounted for 92 percent of Webster's total social engagements. Engagements Engagements per Post Engagements per Subscriber Total number of likes, comments shares across all social media channels. Average number of engagements — likes, comments, shares — per post. % of subscribers who have engaged with Webster-generated content. 1,656 6.73 0.08 Drive Traffic to Enrollment The most social traffic to the Webster website came from Facebook (90 percent), so it is no surprise that Facebook also leads when it comes to inquriies and applications. There was a significant decrease in the year-over-year referrals, most likely due to changes in Facebook that keep users logged in. Referrals Inquiries Undergraduate Applications Graduate Applications Total number of referrals to the Webster website from social media. Requests for information, RSVPs and applications from social media referrals. Number of undergraduate applications coming from social media referrals. Number of graduate applications coming from social media referrals. 6,057 " 41% 17 5 ! 100% 9 ! 100%