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Maryville University Social Media Plan

Maryville University Social Media Plan. Presented by Deb Shearer Andrea Miller Brad Inman Brian Hoffman. Maryville University Social Media Plan. The Task:

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Maryville University Social Media Plan

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  1. Maryville UniversitySocial Media Plan Presented by Deb Shearer Andrea Miller Brad Inman Brian Hoffman

  2. Maryville UniversitySocial Media Plan • The Task: • Provide recommendations to Maryville University on the various channels of social media and social media campaigns that would be appropriate to help foster increased engagement with Maryville’s students, alumni, faculty, prospective students and the community.

  3. Key Research Findings Prospective Students • 9 of 10 college-bound students visit social networking sites • 61% use the sites to communicate with classmates about homework and other academic purposes • 22% looked for college pages on social networking sites • 18% used those sites to gather information or impressions about schools they are considering • searched to see if they knew anyone at the school • looked for comments about the schools • looked for student groups and clubs • looked at pictures of students • looked for information on fan pages

  4. Key Research Findings Prospective Students • SNS is not a primary method of effective marketing communications tool for prospective students. • Compared to other sources SNS has little impact on interest in colleges. • In-person campus visits and individual college web sites were equal in their influence on interest in colleges (88%) • Any use of SNS in enrollment marketing should focus on nuanced personal social connections, not pitches. • A Pew Internet study in 2006 found that teens ranked e-mail last in their choice of means to communicate daily with friends.

  5. Key Research Findings Other Institutions on Facebook

  6. Key Research Findings

  7. Key Research Findings

  8. Key Research FindingsMaryville Students Maryville Students Age Demographics

  9. Key Research FindingsMaryville Students • Maryville University Technology Survey 2008 Respondents: • 35% Undergraduate residents • 38% Undergraduate commuters • 18% Weekend and evening students • 12% Graduate students • 24% of respondents were Nursing Majors • 22.4% of respondents indicated Other as major • 50% of those were Physical Therapy Majors

  10. Key Research FindingsMaryville Students Maryville University Technology Survey 2008 • When looking at schools, did the website play a role in your decision to attend Maryville? • 74% no • Comments overwhelmingly indicated that prospective students had visited the site before making their decision • This is consistent with other research by Art & Science Group, LLC.

  11. Key Research FindingsMaryville Students Maryville University Technology Survey 2008 • How do your professors use technology as a learning tool? • Professors understand technology and it is fully integrated into my class34.4% • Professors believe that technology can be a useful tool and they encourage students to use it. 50.3% • Professors treat technology as optional for their classes13.6% • Professors do not understand technology and do not use it1.8%

  12. Key Research FindingsMaryville Students Maryville University Technology Survey 2008 • What is the biggest challenge to classroom technology? • My professors don't know how to use it 25.8% • My professors won't use it 11.4% • Our classrooms are not outfitted with technology14.8% • Technology isn't useful to my course of study4.7% • Technology is outdated6.1% • Technology is fully integrated into my curriculum - there are no obstacles37.2%

  13. Key Research FindingsMaryville Students Maryville University Technology Survey 2008 • Please select the one technology tool that you DO NOT currently use or have at your disposal, that you most want and believe would be most useful in your studies • Online chat with professor45.7% • Web conferencing13.9% • 11.7% indicated Other – comments generally referred to improvements to or more utilization of D2L.

  14. Key Research FindingsMaryville Students Maryville University Technology Survey 2008 • What new capabilities would you like to see in IT? • Majority of responses referred to expanded use of D2L and/or integration of D2L, E-mail and AccessMU. • List up to 3 technologies that are unavailable or underdeveloped • D2L 32 • Printing 20 • Web Conferencing 11 • SMARTBOARD 9

  15. Key Research FindingsMaryville Students Maryville University Technology Survey 2008 • If your institution could communicate in any form which would you choose? • E-mail 77.3% • Text messaging 14.8% • No preference 2.2% • Paper mail 1.7% • Instant messaging 1.5% • Other (please specify) 1.5% • Personally authenticated web site (portal, e.g. Facebook)0.9%

  16. Key Research FindingsMaryville StudentsSocial Media Attitudes Survey - 2010 • Respondents • Survey sent via e-mail to approximately 3,500 students. • 352 survey responses

  17. Key Research FindingsMaryville StudentsSocial Media Attitudes Survey - 2010

  18. Key Research FindingsMaryville StudentsSocial Media Attitudes Survey - 2010

  19. Key Research FindingsMaryville StudentsSocial Media Attitudes Survey - 2010

  20. Key Research FindingsMaryville StudentsSocial Media Attitudes Survey - 2010

  21. Tradition and TransformationMaryville’s Strategic Plan for 2014Adopted January 2008 • Theme One: Define and Proclaim the Maryville University Story • Goal One:  Develop the brand and communicate the Maryville promise. • Identify the promise of the University, illustrated through the stories of the institution and its people. • Strengthen our presence on the Internet as the primary tool for delivering the Maryville University story.

  22. RecommendationsTheme One, Goal One • Identify the promise of the University, illustrated through the stories of the institution and its people. • Enhance Maryville.edu to be more dynamic and engaging • Add Facebook, Twitter, Maryville Blog and Maryville Memoirs links on Maryville.edu Home Page • Add more photos • Frequently change pictures of student/faculty interaction and involvement • Capitalize on current Blogs, Facebook and Maryville.edu • Make Maryville Blogs more accessible • Highlight stories of students, faculty and alumni accomplishments • Maryville Memoirs Social Networking Site

  23. RecommendationsTheme One, Goal One • Strengthen our presence on the Internet as the primary tool for delivering the Maryville University story. • Expand use of Facebook • present weekly information about campus events and activities • Increase fan base of current students on Facebook. • Post periodic offers of prizes and rewards to the first students torespond to a Facebook status update. • Create a Facebook application to help students, faculty and alumni with organization, productivity, money, communication and social life. • 25 Facebook apps perfect for online education • Campus Grotto - Best facebook apps for college

  24. RecommendationsTheme One, Goal One • Strengthen our presence on the Internet as the primary tool for delivering the Maryville University story. • Add links on Maryville.edu’s home page • Maryville Facebook Page • Maryville Twitter • Maryville Blogs • Maryville Memoirs • Maryville Memoirs Social Networking Site for current students, alumni and faculty.

  25. Tradition and TransformationMaryville’s Strategic Plan for 2014Adopted January 2008 • Theme One: Define and Proclaim the Maryville University Story • Goal Two:  Develop a culture of communication that uses internal and external vehicles to inform, share stories and celebrate. • Strengthen relationships with alumni to help them become informed and engaged members of the University community.

  26. RecommendationsTheme One, Goal Two • Strengthen relationships with alumni to help them become informed and engaged members of the University community. • Notify alumni that they can follow Maryville on Facebook and Twitter • Use Linkedin, e-mail and postcards • Establish a separate Facebook page for Alumni Maryville Mentors • Alumni who are willing to respond - via Facebook - to current students about a profession or major • Maryville Memoirs Social Networking Site for alumni, student and faculty

  27. Tradition and TransformationMaryville’s Strategic Plan for 2014Adopted January 2008 • Theme Two: Create an Engaging Campus Culture • Goal Three:  Promote faculty development focused on new pedagogies, externally peer-reviewed scholarly activities, teaching excellence, the integration of liberal and professional learning and assessment strategies. • Develop and implement a plan that strengthens and promotesacademic innovation.

  28. RecommendationsTheme Two, Goal Three • Develop and implement a plan that strengthens and promotes academic innovation. • Maryville uses Desire2Learn version 8.4.2 (D2L). An analysis of various Learning Management Systems indicated that this product compares very favorably with similar products such as Blackboard. • Many functions that are available with the software are not currently being utilized at Maryville. • Student created discussions • Shared discussions across courses • Shared student content • Online journaling and notes • Chat • Whiteboard • Calendar • Bookmarks

  29. RecommendationsTheme Two, Goal Three • Develop and implement a plan that strengthens and promotes academic innovation. • Expand functionality of D2L • Mandate use of D2L by faculty. • Provide instruction and education to faculty to encourage expanded use of D2L. • Require all grades throughout the semester to be posted on D2L, not just the final course grade. • Encourage student use of D2L • Allow student initiated discussion on D2L for collaboration. • Improve integration between D2L and Maryville e-mail system. • The student/alumni mentoring Facebook page could also be used to promote and encourage professional development • Use Facebook for professor office hours

  30. Evaluation • Monitor Facebook fan count, comment volume/ responses to posts. Facebook Grader • Monitor Maryville.edu traffic through host control panel. Results can be published on Maryville.edu if desired. • Monitor Maryville Memoirs for new memberships and traffic. • Repeat the Maryville Social Media and Technology Use Trends Survey annually in the fall. • Annual survey of students and faculty about Desire 2 Learn usage and satisfaction.

  31. Schedule • April 1 - Launch Maryville Social Media Plan • Improvements to Maryville.edu • Selection of vendor or source for development Maryville Memoirs • May 1 - Launch new improved Maryville.edu • August 1 - Launch Maryville Memoirs site • August 15 - D2L functionality enhancements • September 1 - Notice to Maryville Alumni about Facebook and Maryville Memoirs site via alumni newsletter • September 15 - begin refresher training for D2L for faculty and staff • October 1 - Technology and Social Media Use Survey • February 1 - D2L survey

  32. Budget • Proposed improvements to Maryville.edu • Labor $340 - $400 • Less if done under a work study program using Maryville student labor. • Maryville Memoirs • Development $6,250 - $9,860 • Annual maintenance $4,500 • Annual Domain Name and Hosting Fees: $100 • Administration and updates $4,160 • Labor hours to maintain Maryville Facebook page post updates and respond to comments • 32 weeks 10 hours per week $3,200

  33. Discussion

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