Giving New Meaning to the Word Community: Marketing Valencia in the Digital Age

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1 Giving New Meaning to the Word Community: Marketing Valencia in the Digital Age

2 Marketing then. Passive.

3 Marketing now. Social.

4 Social Media Social Media / Social Networks / Web 2.0 The conversations that occur on line. It involves listening, engaging and evaluating.

5 There are two ways for understanding Social Media: Social Media connects people to people. Social Media connects people to content created by other people.

6 Social Media vs. Social Networking What s the difference?

7 Social Media vs. Social Networking Social Media are tools for sharing and discussing information. Social Networking is the use of communities of interest to connect to others.

8 Social Media vs. Social Networking You can use Social Media to facilitate Social Networking.! Or, your can network by leveraging Social Media.

9 Social Media What does it all mean for marketing, building relationships, and telling Valencia s story? How can we use these tools to build connections and enhance student experience?!! Why should we join in?

10

11 A successful fisherman must be where the fish are.

12 The goal for a brand in social media has to be: Be where consumers are. Once you are there listen, interact and learn from them. After that you'll be able to engage them.

13

14 The 3 F s The 3 F's allow you to socialize and humanize your brand.

15 The 3 F s are: FOLLOWERS FRIENDS FANS

16 The 3 F's allow you to socialize and humanize your brand. The 3 F's add transparency and dimension to your brand. It s now a two-way conversation.

17 Communication There are no more USERS. There are PARTICIPANTS. We are not talking at them... we are talking with them.

18 Social Media Revolution

19

20

21 This social media thing is kind of a big deal. adapted from

22 1,000,000,000,000 (one trillion) approximate number of unique URLs in Google s index 2,000,000,000 (two billion) very rough number of Google searches daily $39.96 the average cost per click for the phrase consolidation of school loans in AdWords (source:! keyword tool) adapted from

23 400 million active users 3 billion photos uploaded to the site each month 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week 3 million active pages on Facebook 1.5 million local businesses have active Pages 20 million people become fans of pages each day

24 9,303,991,000+ number of Tweets to date by the way, this is already out of date (click here) 3,313,776 number of followers of the most popular Twitter user but he s not active 63% percentage of Twitter users that are male (from Time)

25 684,000,000 the number of visitors to Wikipedia in the last year 10,000,000 the number of total articles in Wikipedia in all languages 2,695,205 the number of articles in English on Wikipedia 75,000 the number of active contributors to Wikipedia 260 the number of languages articles have been written in on Wikipedia

26 133,000,000 number of blogs indexed by Technorati since ,000,000 number of people globally who read blogs (comscore March 2008) 900,000 average number of blog posts in a 24 hour period 3.33 million RSS subscribers to TechCrunch (the most popular Technology blog - July, 2009) 77% percentage of active Internet users who read blogs 59% percentage of bloggers who have been blogging for at least 2 years

27 5:35+ Hours Per Person Global Time Spent Social Networking Rises 82% Global consumers increased the amount of time they spent on social networking sites like Facebook and Twitter by 82% in December 2009 compared to December 2008 In December 2008, global consumers spent an average of 3+ hours on social networking sites. That amount of time increased to more than 5 hours, 35 minutes one year later. The Nielsen Company

28 112 Million Unique Visitors Facebook, Twitter Grow Facebook surged to the number one position among social networks for the first time in May 2009 and continued its strong growth trajectory throughout the year, finishing with 112 million UNIQUE visitors in December 2009, up 105% from about 55 million visitors during 2008.

29 Facebook Beats Text and While Facebook trailed the phone at 99%, it beat text messaging at 93% and at 91%. In one sign that it is truly becoming a dominant means of communication, a recent survey by Prompt Communications indicates that among a pool of 300 consumers in Boston, 96% of them use Facebook to communicate with friends and family on a regular basis.

30 31 Billion Online Video Viewing Reaches Record High Google Sites continued to rank as the top US video property, accounting for 39% of all videos viewed online. Google Sites delivered 12.2 billion videos viewed with YouTube.com accounting for nearly 99% of all videos

31

32 Objectives: What areas are enhanced through social media? The Communications Challenge

33 Areas enhanced through social media: Student Recruitment/Building Pathways Academic Success Faculty/Staff Relations Public Relations/Community Engagement Student Services Brand Building Loyalty Building Donor Relations Networking Thought Leadership/Policy Influence Political Support Collaboration

34

35 Audiences: Who are we engaging?

36 We are engaging: Valencia Students Prospective Students Prospective Valencia Enterprises Students Local Workforce Partners Alumni Valencia Faculty and Staff Higher Education Colleagues University Partners Arts and Entertainment Patrons Donors Education and Governmental Leaders and Grant Funding Agencies Middle and High School Counselors News Media Editors/Reporters

37 Message: In one simple sentence, what is our message to each audience?

38 Message: Valencia is an extraordinary, affordable college that helps students find success and our community to prosper.

39 Donors: Invest in Valencia where your contribution impacts individual achievement and community advancement as nowhere else.

40 Alumni: Stay connected and involved with Valencia to build your network.

41 Workforce Partners: Working together we advance our community s economic strength because your workforce is our student body.

42 Corporate and Continuing Education: Valencia provides the continuing education, training and employee development you need, when you need it.

43 The Social Networking universe can be overwhelming.

44 The Conversation Prism theconversationprism.com

45 Social Media Strategy must integrate with our communication strategy.

46 Social Media Strategy at work.

47 We are already doing this. Here are just a few examples: Wordpress Valencia Foundation Flickr Valencia Graphics LinkedIn Valencia Alumni SecondLife Valencia Virtual Campus YouTube Valencia Campus Facebook Valencia Foundation Podcasting itunes Valencia Twitter twitter.com/kencarpenter GoToWeb WePapers - GoToWeb LearnHub Valencia - Osceola Campus Wikipedia Valencia Community College

48 What do we want to achieve? Measurable Goals Increases in: applications giving attendance/season ticket sales memberships in alumni association traffic to Valencia website favorable perceptions number of friends influential bloggers linked to us lists workforce partners

49 Communication Guidelines 1. Identify yourself in all interactions. 2. Keep it conversational and brief. Ask questions. 3. Be authentic. 4. Contribute something meaningful. 5. Admit mistakes and correct them. 6. Don t ignore criticism. Respond kindly and appropriately. 7. Don t censor posts or open dialogue will go elsewhere. 8. Monitor online communities for topics, trends and areas of concern or interest for clues to where engagement can be meaningful. 9. Measure results and adjust efforts accordingly. 10. Keep it fresh and update often.

50 Valencia is in the process of launching 8 Facebook pages and Twitter accounts for our Workforce Development cluster areas.

51 Valencia is developing a blog-based news and resource site. Valencia s resource for: Photography Video News releases Blog content Experts

52 Today, marketing is everyone s job. You are the front line marketers. We are your resource. We are all doing this together.

53

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