The following presentation was created for Monash University to created awareness and educated on Monash's social media strategy, and how digital/social media was re-shaping how students engage with universities.
Digital & Social Media Strategies Series: A Digital Vision (social media strategy)
A digital vision:
The impact of Web 3.0, social media and
what it means for Monash University.
Michelle Sawyer & Derek Brown
Office of Marketing & Communications
What is web 3.0?
• The digital race
• New pathways
Digital moves at an ever increasing rate.
This is what’s happening now…
“Over the next 10-15 years, the current public university model in Australia will prove unviable in all but a
University of the future – Ernst & Young 2012^
Massive increase in available online information^
• Freely available video tutorials on sites such as YouTube
• Ivy League Universities are already giving away course content via online lectures and materials
• Dedicated learning hubs such as Lynda.com are low cost and easy accessible
• Digital technologies will transform the way that education is delivered and accessed^
• They have will change the way value is created by higher education providers^
• They are also changing the way we reach prospective students
• Digital has empowered consumer to consumer relationships
• Easy to create websites, low cost SEM and social media have enabled entrepreneurs to become self marketers
• Peer-to-peer websites are providing individuals with an avenue to generate startup budgets (crowd-funding)
^Sourced from “University of the Future” study by Ernst & Young, October 2012
28th February 2011
Here is a realistic scenario that a potential
future university student is now faced
Maria has just finished high school. One day, she wants to have a career in the clothing industry. Maria has two different
pathways that can help her achieve that goal.
Maria educates herself via low cost and free online webinars and tutorials. She also
subscribes to leading business blogs and websites, and connects with fellow entrepreneurs
via social networks.
Maria enrols in a 3 year full time bachelor degree in business, at a cost of approx.
$30,000 plus 1 year IBL or work placement at Pacific Brands
She puts her idea for creating branded t-shirts and hats for companies on a ‘give $1’
website to fund her project and uses her networks to promote her idea.
She finds an entry level position as a marketing assistant at a small to medium clothing
manufacturer, to begin her career to build a war chest for her business.
She purchases a small commercial grade printer and creates her website using
WordPress. She posts freelance design jobs on an established LinkedIn group of graphic
designers. She finds product suppliers via eLancer.com.
Maria sources product suppliers and printers. She commissions a small graphic firm to
build her website and create her branding. She hires an junior designer, part-time to
create her product designs in-house.
Maria uses various social media sites, like Facebook, to promote her products and
business. She generates a network of prospective businesses and sells direct to them via
Maria buys paid ads on radio and in a leading small business magazine. Maria sources
prospective business via cold calling and inbound calls, generating her earnings via
face-to-face meetings and product demonstrations.
28th February 2011
What is Social Media?
A Shift in the Media Landscape
The Social Media Marketing Curve
The New Digital Currency
Social Media Optimisation (SMO)
Social Media Implementation Matrix
A shift is happening in the media landscape
and this is what it looks like…
User generated and
Multiple small objects
Minimal large objects
Resource & Budget
Unlike a traditional marketing “short tail” curve,
a social media curve is a long tail…
The Social Media Curve* is influenced by longevity rather than short bursts of
activity. This is achieved through consistent posting across a combination of
distribution channels, providing a variety of hosted content and sharing content
via a central hub (see next slide).
These graphs were created by Australian social media expert, Laurel Papworth.
She was listed in Forbes 2012 Top 50 Social Media Influencers globally.
*Graphs are by Laurel Papworth (Silkcharm), sourced from her Diagram set on Flickr.
Lists and reputation are key assets for
universities with social media…
Lists – owned audiences
• CRM Lists
• Social Networks
• Facebook Likes
• Twitter Followers
• LinkedIn Followers
• Google+ Circles
Reputation – global reach
• Shared Content and Information
• Students & Alumni
• Thought Leadership
• High Profile Staff & Alumni
• Monitoring Industry Trends
• Media Opinion
You’ve probably heard about SEO; social media
has it’s own acronym - SMO…
SMO: Engagement, Brand
Reputation and Global Reach
To win with social media, you need to know the
2. Joining the conversation: Branding and Reputation
Who you follow is an
important as who
Digital is a forever medium
1. Listening to the conversation: Risk Mitigation, Policy, Planning and Monitoring
Never post a piece of
content that has no
context or value
3. Shaping the conversation: Scheduling, Reach and Frequency
Social Media Implementation Matrix
What is Our Strategy?
How it all comes together
Social media has shown the world what it
means to be connected and a social media
structure within a business is no different…
All social channels are connected. If there’s a
problem with one of the cogs, it will flow on and
impact them all.
Shared content. Through using shared hosting
platforms, content can be easily used by any cog.
Multiple cogs make light work. Having a larger
distribution network will increase potential reach and
The biggest cog leads. Strategy flows down
from the largest cog to the smaller cog, to keep
Small cogs help to grow and segment
audience. Leveraging of the larger cog’s broader
audience, the smaller cogs provide audience
segmentation and increase overall audience reach.
A small object’s purpose should be to do more
than sit in a single place...
• YouTube for video
• Flickr for images
• Visual.ly for infographics
• Scribd for PDFs
• SlideShare for PPTs
• Monash Website
• Facebook for branding and discussion
• Twitter for news and events
• Paper.li for Twitter lists
• Storify for #hastags
• LinkedIn for branding, news and events
• Google+ for branding and discussion
Content Distribution Model
Social media is about sharing, so it’s vital that
what we share is a positive representation of
• If Monash was a person, who would they be, what would they talk about, what are
their interests, etc.
• Social media has changed the way people connect with brands, and added a
tangible element that they are no longer just an entity
• Information that was once restricted for internal use is becoming more easily
accessible in the digital age, so it is important to be preemptively open and disclose
certain policies and procedures externally
• Externally available guidelines should be high level and brief
• As an educational institution, it is even more relevant for us to be ahead of trends
and leading the way on policy, which should include social media
• As the purpose for content is to be shared, we need to ensure that the material is
easily recognisable as Monash University
• Branded content can also help to prevent theft of Intellectual Property
• What type of content we share will define our perception as an educational leader
Collectively, they will help us to achieve the
audience engagement we are looking for…
– Voice, Guidelines & Content
– Content Distribution Model
– Positive Brand
Who should we pay attention to
When social media has only been used as a
business tool since 2007, how do we know
who’s really on the right track …
Ernst & Young
• Published “University of the Future” study on the current university model and if it will be viable in the future.
• Study was undertaken by interviewing 40 senior executives, including 15 Vice-Chancellors from more than 20
• Held Global CEO Study in 2012 called “Leading Through Connections”
• Discussed topics including “Why more CEOs need to be online”, “Employees empowering employees” and “Amplifying
innovation through partnerships”.
• All round innovator, runs a regular blog on LinkedIn.
• Specific blog to read, “Why Aren’t More Business Leaders Online?” available here.
• Laurel was listed in Forbes Top 50 Social Media Influencers globally and was named “Head of Industry, Social Media”
for Australia by Marketing Magazine.
• She is not only a social innovator, but a digital innovator and shares her marketing models and knowledge via her
Ivy League Universities
• Harvard University are now releasing shared material across a number of their social channels, including YouTube that
would normally be reserved for only students or alumni.
• Yale University’s Facebook Page has over 330,000 fans. They post on a variety of topics that promote not just their
university, but surrounding town, cultural icons and other topics that relate to a macro audience.