Best practice, trends, current topics, and fun projects in online marketing, email and social media, curated by the Senior Director of E-Communications at the University of San Francisco, @thomaslisterman
#Socialnomics 2014 by Erik Qualman is the fifth version of the most watched video series on Social Media. Qualman is a #1 best selling author and keynote spe...
If you ever looked for an argument on why you need to engage in social media strategy, here you have plenty of them in one video. It was a true pleasure to enjoy the presence of Eric Qualman at the great AMA Higher Education presentation by Tony Doody on Student Leadership Approach to Institutional Listening and Engagement. Definitely a highlight in a competitive field of good presentations.
Why the future could be a curated Web where relevance is the #1 currency and where you should “curate or die” according to Steve Rosenbaum in Curate this!
"No man is an island, entire of itself" meditated John Donne. However, Steve Rosenbaum's prognosis of the future sees the individual web user apply more and more sophisticated applications to escape the noise of the web and become personal virtual desert islands, which operate by their own rules. Only relevant content is permitted. The individual decides what content to interact with, and when to do so.
Rosenbaum's point is, if you are interested in setting a foot on the right private islands, you need to become and remain relevant to the individual. It will become more relevant than ever to know your target group on the individual level and use curation to stay relevant.
You’ve setup your brand’s Twitter account, launched your business page on Facebook and fashioned a company profile on LinkedIn. You’re uploading content, sharing links to your products and services and engaging with fans.
Now, if only you could figure out your return on investment
I’m just back from the SXSW Interactive Festival where I was on a panel called “What Social Media Analytics Can’t Tell You” moderated by Alexandra Samuel of Vision Critical, Jeremiah Owyang, Crowd Companies, and Colby Flint, Discovery Channel.
Interesting research from Beth Kanter. The study matches fundraising data with self-reported social engagement and indicates that slacktivism isn't a problem.
"25 more awesome ways higher ed is utilizing social media to engage with prospective students, current students, alumni, and parents; promote important news and research; and help bring campus stories to a wider audience."
Joe Kuffner at University of Portland has a wonderful blog with very helpful collections of great social media ideas that worked for other universities. Read and enjoy!
Excerpt from "Home Page" of the new Google's hub: "Consider this your starting point to tap into Google’s suite of digital tools that can enhance newsgathering and exposure across television, radio, print and online.
Whether it’s refining your advanced search capabilities, improving audience engagement through Google+, or learning how to visualize data using Google Maps, this website is intended to guide you through all the resources Google offers to journalists."
Here are the sections of this new Google’s Suite:
1. Gather and Organize - Advanced Search - Google Trends and Analytics - Google Consumer Surveys - Google Drive
2. Publish - Google News - Google Images - Webmaster Central - Google Analytics - Custom Search Engine
3. Engage - Google+ and Hangouts - YouTube
4. Develop - Google Web Toolkit - Google App Engine - Android developers - YouTube Partnerships
5. Visualize - Google Maps Engine - Google Maps API - Google Crisis Map - Google Earth - Google Earth Engine Timelapse - Google Fusion Tables - Google Charts
6. Additional Resources - Google Politics & Elections - Transparency Report - Google Crisis Response
Social media management is challenging and the resources are generally sparse. It helps to think about digital media production in three different ways. "Production" can be defined as creation, curation, or interaction:
Creation: Come up with original ideas, snap the picture, shoot the video, and/or write the copy for the content. This is time-intensive, but fun. If you have limited resources, only use creation for high-profile projects that directly have an impact on your goals, or where no suitable content is available. Remember to do your research first to understand the needs and interests of your community and the kind of content they engage with before spending time on creation.
Curation: Monitor for relevant content from your community and beyond, and select those content items that support what you or your organization represents. The monitoring and selection process is a time-consuming but rewarding habit, because it allows you to focus on re-purposing content from other sources. This has several benefits: (1) You will be able to publish more content, (2) Your sources will love you so your network will grow, and (3) the sources will be more likely to share your created content down the road. Platforms like scoop.it make it easy to monitor, select, and re-publish content. The major value of scoop.it is that the application also allows for editing of all content elements, while still linking back to the original source.
Interaction: The easiest and most time-efficient practice is to use the monitoring (which you should always do) to share, like, comment, and/or respond to items from your community. This makes your venues more productive and increases the likelihood that your community will share your content in return. However, remember to share with care. What you share is an essential part of your social media personality.
Degrees from American University lead to great things. See for yourself on AU's new WE KNOW SUCCESS website! Read success stories of AU grads and explore searchable data on employment, graduate study, career sectors, and salaries for AU degrees.
Are you struggling to respond to the federal and state requirements on data for post-graduation employment levels? UA is doing a wonderful job (as always), this time when it comes to displaying post-graduation employment survey data to tell the full story about the success of UA alumni.
Thorough surveys to recent graduates, drillable data and engaging stories on a university-owned site enables UA to re-claim the story about their alumni success from LinkedIn and Payscale.
"The University of San Francisco (ca. 10,000 students) launched the curation site #USFCA (hashtag.usfca.edu) in March 2013. One year later, the site had generated more than 4,000 brand-supportive content items coming from 1,200 unique sources, together creating a fascinating, authentic, and on-going curated story about the university – as told by the community. The site yielded more than 160,000 views in the first year and the engaging content was featured across all official social media channels, helping the university to one of the best social media years overall, with an overall 38% social media community growth."
"Closed-loop marketing also enables you to achieve alignment between sales and marketing and define the operations between the two departments. Other benefits of the integration between your marketing software and CRM solutions include the ability to implement sales assignment rules, lead scoring systems, lead nurturing campaigns, custom lead scoring, and monetary goal setting."
Just like in companies, higher education institutions would benefit from closing the loop between marketing and admissions, being able to track conversion on an individual level, by following the journey of the prospect. The CRM is the key to connecting outreach to applications – and the only way for marketing to prove its worth and justify investment.
Strategies for engaging users without flooding their inbox.
Learn how to:* How to get 2X more opens and clicks from your onboarding emails* How to make the three must-have onboarding emails that actually get people using your app* A breakdown of how top companies like Mailchimp, Kickstarter, and Beats Music onboard their customers with email
Ashli from Autosend lists some email categories that have proven to generate good open rates and build a relationship with the recipient. Worth including when planning email outreach triggered by user actions (or inaction): The welcome email, the re-engagement email, and the evaluation email. Also, check out the Autosend blog at http://autosend.io/blog/.
"We recently spoke with Thomas Listerman, director of e-communications at University of San Francisco, about the private university’s #USFCA – a user-generated project to reach Millennials.
“This project called #USFCA gives the community an easy way to share and contribute their content to tell the ongoing story about the University of San Francisco – just add the hashtag to any post in any platform and we’ll pick it up, select the best content, publish and share the content with the community, and then acknowledge the contributor,” Listerman says. In nine months since launch, the project has generated 130,000 web views and more than 900 unique contributing sources."
The hashtag…. a global revolution that now has many more applications than it did at its incarnation. Everyone uses them these days. But in the past short while the way they have been used has really changed, and for the better.
A categorization system that was turned into a way to provide context and emotion by the users themselves, the # has an interesting history and interesting opportunities, as it crosses platforms and makes the social web more social.
SEVEN DIGITAL AND SOCIAL TRENDS FOR HIGHER EDUCATION MARKETING The Future Index recently opened the UCAS Digital Marketing and Social Media Conference in London with a fast paced session highlighti...
What do the top trends co-creation, crowdsourcing, collaboration, and storytelling in this piece have in common? They all align very well with the concept of curating content as an alternative to creating own content from scratch. Maybe it's wishful thinking but the trend seems to be towards making the social web more social and collaborative, and more about what other are saying instead of about who shouts the loudest - a welcome development, to say the least.
The e-communications engagement journey. All community members consider what they choose to engage with. A wide reach and engaging content will get more community members to bond with you and each other, advocate the community to their networks, and take the appropriate action that you ask them to take.
If you do provide motivating content and functionality, community members are more likely to stay engaged and come back and take action again (yellow circle). If you fail, you will have to reach out and get your community to consider re-bonding (the green circle).
Inspired by the Consumer Decision Journey, David C. Edelman Harvard Business Review Dec. 2010
The model is helpful for categorizing strategy and tactics of e-comm projects, as well as evaluating and measuring the effectiveness of your efforts. Focus on the key things first: reach, engagement, functionality.
Facebook, Twitter, Instagram, Pinterest, Vine – How To Create Perfect Social Media Posts [INFOGRAPHIC]
Some interesting insights from My Clever Agency, aggregated from several sources, showing the impact of images and the importance of attention and response to comments, regardless of what social media platform you post to.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.