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De intensieve inzet van social media door de Haagse Hogeschool. Over beleid en resultaten.

De intensieve inzet van social media door de Haagse Hogeschool. Over beleid en resultaten.

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  • 1. De Haagse Hogeschool & Social Media in Communications & Marketing By David Suswa Communications & Marketing dept De Haagse Hogeschool Email: d.m.suswa@hhs.nl
  • 2.
    • Initial Social Media Goals
      • Enhance online recruitment
      • Generate a 2% increase in online traffic to the HHS website using facebook
      • Manage expectations of prospective students
      • Online reputation management
  • 3.
    • Platforms leveraged.
  • 4.
    • 2.33% increase in traffic to the website from Facebook in academic year 2010-2011
    • Content based engagement
      • Student housing
      • HBO vs. University
      • ‘ Suppose you’ teasers
      • Political issues
    • Our Current Facebook insights:
      • 456 weekly active users
      • 2,342 monthly active users
      • 2,987 fans
    • Results thus far.
  • 5.
    • Lessons learned.
    • Social Media is not just a trend.
    • keep a long term outlook like six months to a year
    • Don’t try to sell, try to make connections and build relationships instead
    • Identifying & recruiting the right content creators/moderators is challenging
    • SMART objectives also apply with Social Media
    • Facilitate and influence do NOT control
  • 6.
    • Let both positive and negative posts stand
    • SM should only play a supplementary role
    • Match SM tools with right target group/s
    • Use the 80/20 rule in content generation
    • Don’t spam your SM communities
    • Look into Facebook ads
    • Lessons learned cont…
  • 7.
    • Posting tips
    • Find an ideal posting frequency
    • Respond/comment ASAP
    • Short status update; 10 or less words
    • Celebrate milestones with fans.
      • 1,000th fan, fist status with 100 likes
    • Use photo albums instead of wall
    • Spread out top 10 lists
  • 8.
    • Posting tips continued…
    • Generate debate with questions:
    • Include a call to action
      • Share, like, comment, tag e.t.c.
    • Get Fans to Tag Photos
    • Humanized language gets a better response
    • Celebrate milestones.
      • 1,000th fan, fist status with 100 likes
    • Use every status update category
      • Text, links, images and video.
  • 9. Where are customers going for answers? What’s being said about our brand? What’s our perception vs. competitors? Social media Response triage Can you add value? Evaluate the purpose Respond in kind & share Thank the person Unhappy Member? Dedicated Complainer ? Comedian Want-to-Be? Negative Positive Yes No Do you want to respond? No Response No Yes Take reasonable action to fix issue and let Member know action taken Are the facts correct? Gently correct the facts No No No Yes Are the facts correct? Does member need/deserve more info? Yes Explain what is being done to correct the issue. Yes Is the problem being fixed? Yes Let post stand and monitor. No Yes No Yes Yes Assess the message Source: http://community20.blogspot.com/2011_03_01_archive.html
  • 10.
    • Questions