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EAIE 2011 Social Media 101 Presentation
- 1. Welcome to workshop #22 Social Media 101 September 13, 2011
- 2. Our Team Inga Külmoja: inga.kulmoja@ut.ee, @ingulia John Wedderburn: John.Wedderburn@mah.se, @JohnWedderburn Malin Dellgran: Malin.Dellgran@rektor.lu.se, @malindellgran Mandy Reinig: mandy@mandysmashups.com,@MandysMashups Social Media 101
- 3. Plan for the Day 9:00-10:30 Introduction. Facebook. Twitter. 10:30-11:00 Coffee break 11:00-12:00 Blogs, YouTube, Flickr, etc. 12:00-12:45 Lunch 12:45-13:45 Teamwork 13:45-15:00 Managing a social media asset 15:00-15:30 Coffee break 15:30-16:15 Teamwork 16:15-17:00 Inspirational examples, Q&A Social Media 101
- 4. Present Your Neighbour in 140 Characters
- 5. Introduction to Social Media Evolution, Human Nature, and the Socialization of Institutions
- 6. Social Media Revolution Social Media 101
- 8. Moving beyond channels Social Media 101
- 9. Listening before talking Social Media 101
- 10. Facebook and You More than just meeting friends
- 14. More Facebook/Social Media Stats 29/30 respondents using Facebook for international recruitment Half have only used for less than 1 year 18/28 say spend 1-8 hours/week on social media activities Top 3 types of content Video/YouTube Sharing, Photo Sharing, Blogs Top 3 reasons to use social media Reach students already using social media More cost effective Able to start a conversation with prospective students From the 2010 Global Campus Social Media in International Student Recruiting and Outreach Survey
- 17. Great for posting general information, events, etc.
- 22. Save Time, No need to login to Facebook
- 26. Program FanPage
- 30. Find a Group or Page that Interests You
- 32. What could they do better?
- 33. Who is the target audience?
- 35. Twitter A walkthrough the channel
- 36. What is Twitter? Social Media 101
- 37. Social Media 101
- 38. Social Media 101
- 40. links
- 41. photos
- 44. Retweet
- 45. HashtagSocial Media 101
- 46. Social Media 101
- 47. Twitter is a newsfeed Social Media 101
- 48. Are your target groups using it? Social Media 101
- 49. Different ways to use Twitter in #highered Community building Information service International student recruitment Student service Classroom interaction Brand exposure Partnership building, etc. Social Media 101
- 50. Twitter Lists Social Media 101
- 51. Social Media 101
- 52. 2 Twitter personas at W&M @wmsquirrel @lordbot a campus resident, nut aficionado, territorialist, specie supremacist, quip enthusiast, and one helluva guy. a statuesque, 'greatly loved,' former Governor’s Palace resident, and occasionally annoyed by squirrels. Social Media 101
- 53. 7 universities that really “get it” @Stanford (Klout: 70) @SyracuseU (Klout: 64) @Harvard (Klout: 64) @UWMadison (Klout: 64) @BaylorProud (Klout: 59) @UofA (Klout: 58) @Cal (Klout: 56) Social Media 101
- 54. A small Twitter task Please go to: http://twitter.com/search Type in: #EAIE2011 and click: search What are people tweeting about? How fast is the stream? Who are tweeting? What can you learn from it?
- 55. A Blogging We Will Go What is it All About?
- 60. Google Reader
- 63. Provide students with appropriate use guidelines
- 70. Flickr: Bruce Clay, Inc
- 72. International Student Recruitment Facebook – 29 of 30 Twitter – 20 of 30 YouTube – 14 of 30 Linkedin – 7 of 30 Country specific site – 6 of 30 Own social media site – 6 of 30 Ning – 1 of 30 Social Media in International Student Recruitment – Global Campus 2010. 30 responses – Universitys
- 73. ”What social media tools do youusetoproduceengagingcontent on social networking sites” YouTube/Video Sharing – 16 of 21 Photo Sharing – 15 of 21 Social Media in International Student Recruitment – Global Campus 2010. 30 responses – Universitys
- 74. Facebook – 96% Twitter – 75% Linkedin – 65% YouTube – 65% Blogs – 43% Flickr – 40% Ning or others – 12% Aggregator website – 41% CASE social media survey– 2011. 951 responses– Universities (mostly US)
- 76. There’salready lots ofcontentaboutyouruniversity on YouTube
- 83. Make your clips short and accessible Putyour talent in front of the camera Promote films aboutyouruniversity Optimise (tagging, calls to action) Promote film on yourotherchannels Engagewithpeoplewhocomment
- 89. Staff and students canusetheiractivities on Linkedin toraise the profileof the university
- 92. WHY SOCIAL MEDIA SHOULD BE PRIORITISED ON YOUR CAMPUS
- 93. What’s so importantabout social media?
- 94. Flickr: Tancread Flickr: kurichan
- 95. Three quartersof the global internet population participate in some form of social media…businessescan no longeraffordtosimplyobserve the social media phenomenon Megan Clarken, Nielsen
- 102. Thought leadership Flickr: James BonTempo
- 104. Flickr: Kempedmonds
- 105. Social media platforms for acquisitione.g. YouTube, Twitter, Facebook Customer service e.g. Facebook, Twitter Thoughtleadershipe.g. Blogs, YouTube, Twitter
- 106. Yourstrategydoes not have to be complicatedto be effective Flickr: ElanasPantry
- 107. 1.Once wehave a Facebook page, we’ll be ableto 2. Peoplewill read ourFacebook page, because it helpsthemto make contactwith new prospects make an application
- 108. 3. Afterreading, wewantFacebook page visitorsto 4. …………., ……………., and …………….. willletpeopleknowwehave a Facebook page 5. Wewillcreate ……. posts per month, with …….. In charge ofeditorial and ……….. In charge ofanalytics comment, visit a tab or ourwebsite widget adverts email 12 Jane John
- 109. 6. Sample posts, and theirheadlines, include……. The document deadline is the 15th April, for studies beginning in the Autumn. Welcome to all our new international students, looking forwards to seeing you at the welcome event Share your pictures of the university with us – post them here so we can see how you see the campus!
- 110. Keep an eye on yourcompetitors and pages thatinspireyou. Benchmark yourperformance.
- 111. Team Exercise On social media accounts
- 112. Team 1 Mr Ilmo Anttila (Finland) Ms Mayke Bergmans (Netherlands) Miss Alana Clarke (Australia) Ms Marie Fullsta (Sweden) Mrs Joanne Ganderton-Smith (UK) Dr Maria Trofimova (Hungary)
- 113. Team 2 Miss Brenda Grashoff (Netherlands) Ms Audrey Hansen (Canada) Mrs Annegret Hoeschele (Switzerland) Mr Kristoffer Klev (Norway) Ms Anu Korhonen (Finland) Mr Adam Tupper (UK)
- 114. Team 3 Dr Isabel França (Portugal) Mr Hans Hulst (Netherlands) Mrs Dagny Hulda Johannsdottir (Denmark) Ms Brooklynn Mundy (USA) Louise Stansfield (Finland) Mr Timothy Waldron (UK)
- 115. Team 4 Dr Peter Bodycott (Hong Kong, China) Mr Markus Breuer (Germany) Ms Grace Innemee (Netherlands) Mrs Cathelijn Kuis (Netherlands) Ms Sally Ward (UK)
- 116. Your task: Explore the two social media accounts assigned to your team. Please answer the following questions for both of the accounts: What seems to be the purpose of the social media account? Who seem to be the groups targeted by the account? How frequently is new content posted? How engaging is the content posted? Does the account seem to fulfil its purpose?
- 117. Team 1: http://www.facebook.com/ualbertahttp://www.youtube.com/UCLTVTeam 2: http://twitter.com/HelsinkiUnihttp://blogs.princeton.edu/paw/Team 3: http://www.facebook.com/ubclassof2015http://biolablogs.com/Team 4: http://twitter.com/tamuhttp://www.youtube.com/kingscollegelondon
- 118. So what should I post? … you tell me
- 119. What is the purpose of the channel? What makes us unique? What content does already exist? What is the reason to join? Social Media 101
- 120. Choose the right format Social Media 101
- 121. Tips and tricks Try to get the conversation started. Ask questions. Social Media 101
- 122. Tips and tricks Provide good service. Help people. Social Media 101
- 123. Tips and tricks A little humour often works. Social Media 101
- 124. Also … Learn the culture! Be personal. Authenticity is key in Social Media. Don’t push your propaganda. Talk to people. Social Media 101
- 125. Rewrite the material so it fits the specific channel Social Media 101
- 126. The different social media channels are … … different (so don’t just push the same material in all your channels) Social Media 101
- 127. Planning ahead … makes it easier to be spontaneous Social Media 101
- 128. Planning ahead Incorporate social media in your communication and marketing plans Sync with existingCalendars (events, academicyear, etc) Usethemes (the three best …, John says, tip of the week, research field/subject of the month, etc) Rewriteexisting material Social Media 101
- 129. Make a Calendar Social Media 101
- 130. Dealing with comments What should we do with ALL the NEGATIVE comments that will fill our channel? The hard truth: It takes hard work to get people to engage in your content.(You’re competing with their best friends!) Social Media 101
- 131. Set up internal organization Rules and responsibilities If possible, get the expertise to answer Social Media 101
- 132. Clear rules for the users Social Media 101
- 133. Negative comments Kill with kindness. Don’t feed the trolls. Don’t delete stuff unless you really need to (remember authenticity). Social Media 101
- 134. Social Media 101
- 135. Response Flow Chart http://www.scribd.com/doc/26684375/Social-Media-Response-Flow-Chart Social Media 101
- 136. Don’t forget the positive Social Media 101
- 137. MEASURING THE IMPACT:IS THERE ANYBODY LISTENING?
- 139. Howeasilycan it be found from yourwebsite?
- 140. Do youpromote it offline?Flickr: Jenni from the block
- 141. Basic metrics: Followers Friends Views Visits Subscribers
- 144. Flickr: cliff1066
- 145. Engagement - Posts - Comments - Sharing - Subscribers
- 146. Was it reallyworth it?
- 148. Flickr: David Michael Morris
- 149. Flickr: Kempedmonds
- 150. In 6 months, 36 000 visits Check yourwebsiteanalyticstool – howmuchtrafficcomes from social media?
- 151. TWitter Klout Bit.ly (or othershorternertool) 126
- 152. 127 Graph shows visits to the jobdescription on ourwebsite: Blue line is total visits to the jobdescription. Orange line is visits from social media.
- 153. Blog Google analyticsor similar 128
- 154. Measuring ’Engagement’ Facebook: - Friends is a crudemeasure - Comments and type - Viewsoftabs - growth relative topeers and competitors Twitter: - @ and RTs - amplification 129 Image: www.lumaxart.com
- 155. ”Weknowscrewupsare an essential part ofmakingsomethinggood. That’swhyourgoal is toscrewup as fast as possible.” Lee Unkrich, Director, Pixar
- 156. Areour new friendshelpingusmeetour business goals? - Visits tospecific pages - Questionsrelatedtostudying - Downloadsofbrochures - Subscriptionto newsletters
- 158. 133
- 159. PROMOTING SOCIAL MEDIA ACTIVITIES
- 161. Make yourknowledgeavailable Answeryouruser’sneeds Rewrite press releases Pose questions
- 162. Search Engine Optimisation - Title - Links - Keywords - Content - Interaction
- 164. Each marketing asset needstorecognise the existanceof the others e.g. Twitter – tweetabout new Facebook posts YouTube – linktoFacebook and Twitter Brochures– linktoFacebook, Twitteretc
- 170. Link toyour social media assets from yourmostvisitedwebsite pages (not just yourhome page) Providecontentwhich is relevant and helpfultoyourusers Includeyourblog, Facebook page, twitteraccount in your email signature and on your business card
- 171. HOW TO MOTIVATE STAFF
- 174. Set cleargoals
- 175. Have a policy
- 177. Flickr: Ashley Campbell Photography
- 178. VarsityOutreach 2011 – 226 universityadmissionsoffices
- 179. Create a mailing list/social media group Providetraining Give feedback Share data and successstories Reportanalyticstoyour team first Identify a main editor/curator/manager
- 180. SOCIAL MEDIA IN A CRISIS
- 182. Integrateyour social media platformswithyourcrisis plan Identifyresponsibility Monitor and Engage
- 185. Be authentic
- 186. Actquickly
- 188. Ask yourcommunity for helpFlickr: Techhie
- 190. Understanding Risk Management From the Social Media Perspective
- 195. You will get 4 pieces of information. Please decide in what format and on which social media channels you will communicate each of them. Formulate your textual messages for Facebook and/or Twitter (if applicable) and outline what kind of photo and/or video material you will need.
- 196. Press release: http://bit.ly/pwgIObInformation for students: http://www.ceu.hu/studentlife/onlineorientation Promotional material for a study course: http://bit.ly/pgl4oU Campus event: http://www.uea.ac.uk/opendayinfo
- 197. Time for discussion!
Editor's Notes
- Uploaded on June 22, 2011.
- Olivier Blanchard. Social Media ROI (2011)One ofthe fundamental reasons why social media has been so readily embraced bythe general public is that it helps connect people with each other in ways that arevaluable,meaningful, convenient,andon an unprecedented scale.In order to understand the true power ofthe social web,you have to lookinto the nature ofhumanity itself:We are social creatures.We crave social interactions.We love to belong to social groups,listen to stories,share experiences,andcontribute something ofvalue to the groups to which we belong.Thirty thousandyears ago,we gathered with our tribe around the campfire.Today,separated bythousands ofmiles,complicated schedules,and busy lives,we instead gather aroundour social networks to fulfill the same needs.The technology and the world aroundus may have changed,but we haven’t.
- What do people doon social media all day? They talk to each other and sharethoughts,opinions,information,photos,videos,podcasts,blog posts,articles,data,resources,and whatever they can get their hands on.At its core,what peopledo on the social web is communicateand interact.Social media is not particularly complicated:It is a set ofeasy-to-useplatforms and technologies that allow people to talk with other people. You can think of the social media as the pipes, the infrastructure that lets people communicate and interact. Don’t get scared by the complexity or variety of the pipes (channels), what you should master is social communications that “flows” or happens inside.
- “Doing social media” is often perceived as setting up your accounts and posting. Not necessarity. You might just be listening/monitoring to what people are saying about your institution in the cyberspace. Imagine there is a sea of conversations mentioning your university in positive, negative or neutral ways on FB, Twitter, blogs, etc. Start by exploring this (search engines, Google Alerts, search on SM platforms). At least it’s a good way to start. Start by learning how to use social media to listen, observe and learn everything you can about the types of topics of conversation taking place on the social web that may shape the future of your organization.Chances are that there are SM accounts set up by people or groups from your uni (staff, student groups, departments). You can engage in conversations, comment on blogs and forums without setting up institutional SM accounts.So, research the landscape before diving into the waters of SM.
- Twitter is an information network. On Twitter, anyone can read, write and share messages of up to 140 characters. These messages, or Tweets, are public and available to anyone interested in them. [+sms joke]Twitter users subscribe to your messages by following your account. Followers receive every one of your messages in their timeline, a feed of all the accounts they have subscribed to.When you combine messages that are quick to write, easy to read, public, opt-in, and accessible anywhere, you have a powerful, real-time way of communicating.
- A powerful, real-time way of communicating: the extreme of it can be demonstrated by so-called Twitter revolutions. Unofficial information channel which is hard to control. Twitter is an indispensable tool in crisis communication.
- An imaginary route of a Tweet.
- Technically speaking, it’s all text and/or links. Links can lead to more information, including photos, videos, podcasts. Different platforms and services for posting photos and videos. My experience shows that photos are very popular and get many more clicks than links to websites or blogs. Real-time info from campus events, etc.
- Also mention: Direct Messages
- Universities Week in the UK (June 2011); Tweeting a Day in the life of a college; building a greater sense of community among Imperial’s regular tweeters and connect with new ones; it was important that the entire Imperial community could participate and read the content being generated, rather than just those already engaged with Twitter. Success: over 600 tweets with the hashtag, trending topic in London at one point during the day.
- You can embed your Twitter newsfeed on a website or blog. The widget design can be changed easily to match your website design.
- Official Twitter stats from August 8, 2011Facebook: more than 750 million active users (August 9, 2011)
- You can also use Twitter personally to follow and interact with your international colleagues, to follow industry news, to listen to your uni’s international community, etc. You can follow individual users or create lists.
- Ideas for lists: partner unis, university staff, international community, etc.
- Fictional characters that add to the (brand) story of your uni.http://case.typepad.com/case_social_media/2011/07/tweeting-statues.html
- As of Jan 17, 2011: http://corp.klout.com/blog/2011/01/the-most-influential-colleges-on-twitter/
- Visiblequick, transparatn
- Customer service
- The Delphi Howl: http://www.youtube.com/watch?v=2SOm72WHj1E
- Goalconversions from edu.mah.seGoalconversions from mah.se: order catalogueSegmentation