All of these JISC services now come under JISC Advance.Overview of what each one doesDo they support WBL?Yes- (but JISCmail need an .ac.uk email address to host and Procure-web more FE/HE
Original methods of marketing and social media are not mutually exclusive. Social media is an embedded and most popular form of communications
Social media has changed the way we share information - good or bad.# 1 - Customer has a bad experience, they go out for dinner and tell their friends about it = 5 people then have a negative impression of that company# 2 - Customer has a bad experience and then posts in on twitter – they have 200 followers – 201 people now have a negative impression of that company. 1 of those followers re tweets it they have 100 followers = 301 people have a negative impression…
Live examples from twitter this week.1 negative comment 127 followers – not too damaging however 3 of her friends retweeted – hitting in total 42612 people what she thought of their service.Just underneath this stream is a request for advice on which service to go for…..wonder if he will do the same search that l did?
# 1 she takes on Apprentices# 2 that she struggled to find suitable candidates as not enough were applying# 3 provided some case studies of the strong candidates she did find to promote them in a positive lightThe first search that l did on Google alone brought up 9 pages of different articles and news stories of her talking about ApprenticeshipsLook this up on twitter, Warwickshire College spotted an opportunity for positive promotion and ‘tweeted’ Deborah she replied and it is now on their twitter feed for all of their followers to see should they wish them too.New media at its best.
Example of college where they are embracing 2 / 3 of the social media examples we have talked about todayHighlight the Ed Millaband link / pictures of what is going on
This portal allows them to share information with their current & potential customersThey can search through these sites to look at what people are saying about their brandThey can use them to search for key types of people, i.e. if they were looking to attract more people onto a mechanics course they can use twitter to search for ‘petrol heads’ and comment on their twitter feed, or follow them – they may then in return look at their opportunities.Create links with partner colleges / providers Keep up to date on what is #trending and ensure that they are part of it if relevantAll sounds very time consuming – Danielle does not do this full time, she is a PA within the college so already has a day job!
Before Obama became the next president of the USA he used social media to connect with potential voters this included twitter, my space and blogs – in 2011 he has 10,672,326 followers!Develop EBP have had 1161 hits on their information on you tube aloneUp for Hire used live ‘tweeting’ as part of their programme, in this screen shot of 4 people there tweets are seen by over 3000 people.
If you have an employee on linked in – then you will have a company profile. Can you afford not to control what it says about you?If you follow a company that you get any updates that they post on your home page, free marketing!
May Update Social Media: More than just about friends RSCs – Stimulating and supporting innovation in learningGo to View > Header & Footer to edit 19 June 2012 | slide 1
What is Social Media? Activity 1 The power of social media The Do’s The Don’t’s Igniting your social media presence Activity 2 Use in learning and teaching Technical stuff….. www.rsc-eastern.ac.uk
What is Social Media? By definition: "Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.” http://youtu.be/ZQzsQkMFgHE
The main players - the facts 845 million Users Each user has av. 130 friends FB users twice as active on mobiles 1 of every 5 page views 465 million users 175 million tweets per day 135 million users 2 billion people searches in 2010 2 million companies with pages.
Who are the main users? 60 Age 13-17 Age 18-34 50 Age 35-54 Age 55+ 40 30 20 10 0 Linked In Facebook Twitter
Methods of communication Cold Direct Emailing Texting Twitter Facebook Linked In Calling Mailing
Group Activity: (10 mins)In pairs, share with eachother:1. A recent experience which you really enjoyed, why you enjoyed it and whether you would recommend it to anybody else2. A recent experience that you DIDN‟T enjoy, what went wrong and whether you would put others off having the same experience.
2011The power of social media? Unhappy Unhappy Customer Customer Dinner with Posts on friends twitter 200 5 People Followers
“Southend Adult Community College (SACC) are new to Social Media. We launched our Facebook andTwitter sites late last year and have found them both an effective communication method withour learners, potential students, partners and local businesses (Employer Responsive targeted Marketing).It has proved to be a great tool to promote new courses, news and events on the site. By posting pictures oran event, our fans are able to tag themselves in pictures and can share our links with their friends, thisenables us to gain a wider captive audience.We recently met Ed Miliband and Ed Balls, we uploaded the pictures to our Facebook page, it was justminutes before we were being contacted by external organisations regarding the visit, just shows howpowerful social media is. Although Social Media is not my full time role, I manage to run our sites alongside my workload. However,it is a big commitment as it has to be moderated and given the nature of social media if you don’t maintainthe sites it defeats the object. I regularly check the site over the weekend and in the evening to make surethe nature of the material that is being posted is not offensive or derogatory in any way.Although a lot of time and effort has gone into setting SACC up on Facebook and Twitter, we feel that it is avaluable marketing tool.”
Develop EBP have a Facebook page, a Twitter page and a You tube page!BBC 3 Programme#upforhire – used realtime „tweets‟ as partor their programme
How can you use the power to your advantage?Market intelligenceSign in, tune in and listenIncrease web presence Photo: Nick FletcherStrengthen your web presence and SEO (e.g. 1 in 5 page views are FB)Free marketing on the webUse social media to leverage your marketing campaign – DON’T SPAM!!!
The do’s and the don’tsThe Do’s Plan effectively – think about who you are targeting and how social media will help you achieve your outcomes – PURPOSE! Integrate – embed with other communication channels Underpin – reinforce with traditional marketing methods (leaflets/newsletters/prospectus/local press) Monitor & Listen – regularly update social media and take note of what is being said Re-evaluate – if it’s working great, if it’s not, don’t give up look at what it’s not doing and how you can improve it further.
The do’s and the don’ts The Don’t’s Let your pages/ social media presence stagnate. Update regularly or get rid Post up information for the sake of posting information. Think about your audience – think about your content - DON’T SPAM! Ignore privacy settings! Post information using your personal profile unless you really need to.
Intelligence gathering The Tools: Search Facebook pages using key terms (adult learning, NEETS) join or like groups and pages and post to them – increase your presence. Use Twitter hashtags to create new discussion or to feed into existing areas e.g. #apprenticeships LinkedIn – join professional network groups, post jobs, create ads.
The big three in more detail The Tools: Facebook – HTML plug in, FB page Apps, FB Ads Twitter – a closer look at hashtags, retweets and the twitterati LinkedIn – join professional network groups, post jobs, create ads.
Igniting your social media presence 1. Have a reason to use social media (e.g. campaign to increase enrolments, targeting employers, raise awareness). 2. Scan social media for intelligence – what‟s trending/who‟s trending (re. Deborah Meaden) 3. Identify how you are going to generate interest (e.g. competition in local media, piggy back on national campaigns/event e.g. NAS) 4. Provide a call to action through social media (contact numbers/email, integrated webform in FB page) 5. Join up all social media platforms for consistent messaging and delivery – provides more options for the social media user. 6. Refuel the campaign with updates (e.g. youtube videos, increased presence in local press)
Igniting your social media presence: Examples Recruitment campaign Video diary of AC Chris Marchant through basic training at RAF Halton. http://www.youtube.com/playlist?list=PL094FE915BF943C5 9&feature=plcp Live careers advice, updates and ask an airman: https://twitter.com/#!/RAFCareers https://www.facebook.com/RAFCareers
Igniting your social media presence: Examples New product launch – Baked Stars Competition entry https://www.facebook.com/walkers/app_21241354885966 5 News and updates https://twitter.com/#!/walkers_crisps
Igniting your social media presence: Examples Increasing awareness with target market fliers LinkedIn page http://www.linkedin.com/company/cathay-pacific-airways Results • Three Sponsored Polls generated a total of 1,324 responses from business travellers • Recommendation Ads generated 97 recommendations on company Product Page • LinkedIn Research Network provides ongoing insight to ad effectiveness and provides useful data for future campaigns
Activity 2 – Social Media Marketeers1. Working in groups select a random service or product from the hat.2. Then discuss as a group how you are going to market your product or service using the ‘Who, what, when, how, where and why’ guide to develop a basic marketing proposal and how you will make use of social media to leverage your campaign3. Pitch your campaign – winner will receive a prize!
Getting Started!! Build an Facebook Fan Page Quick way of reaching out to learners and building a community Set up a profile in LinkedIn Join groups, set up a company page and connect with stakeholders Get Tweeting Set up a twitter profile, follow people or things that are tweeting and join in conversation to increase your exposure Create your own channel Create a blog of your activity and link to your website and other social media.
RULE 1 You will need a “Safe Use Policy” Ask all staff to read it
RULE 2 Staff to read briefing paper on how Facebook can be used as a tool for teaching and learning
RULE 3 Staff to familiarise themselves with the Facebook in Education page
RULE 4 Complete online Facebook Training Module (available for download to your VLE)• We thank Cornwall College for sharing their FB Training with the larger community
RULE 5 Do not use your normal Facebook profile. Set up a professional Facebook profile linked to your organisation email address
RULE 6 Safeguarding Officer to set up professional profile on Facebook Make sure they are enrolled as page/group admin for ALL organisations Facebook spaces
RULE 7 Ensure your organisations logo and name as default page/group image
RULE 8 Ensure you have similar message displayed on all organisations Facebook pages/groups: “In order to ensure safe use of the Internet, one of the Safeguarding Officers will be overseeing this page / group. We want you to be able to use Facebook safely, so please contact them on firstname.lastname@example.org if you are bullied online, or if you witness any online bullying within this page / group. Please also note that the Safeguarding Officers will also be monitoring comments made on any photos or videos uploaded to this page / group. If they see any comments that they regard as inappropriate, the comment will be removed and the user blocked from the Facebook page / group and reported to Facebook.”
RULE 9 Make sure you get Students permission to use film and photographs on your Facebook space.
RULE 10• Ensure staff have completed the Facebook Checklist and return to Manager
Advice and Guidance “Friending”: accept students friends requests when using tutor profile BUT do not send out friend requests to students even when using professional account
Advice and GuidancePages and Groups: Pages: Anyone can comment on any image/status update on any page- there is no need to “like” anymore. Groups: have more levels of privacy
Its coming… Using Facebook as a college VLE (Carnegie USA) Case Studies: There are 10 Facebook related Case Studies on the Excellence Gateway
JISCSafety Online ‘Although more providers are using social media, there is a set of providers who are being put off and not letting their students near this, as it is a risk with bullying etc. This is a real shame so we wanted to step in and offer ways and tips that this can be done safely and with less difficulty’Quote from a recent podcast by John Kelly and Lynn McHugh JISC Legal