Do you Tweet, Vine, Instagram or Snapchat?
Choosing the right platform to include in your social media strategy
Session agenda
1. Meet the social student
– A few stats and an overview of the social landscape in
2014
2. The social land...
1. Meet the social student
Which platforms do students use?
Source: Students’ online usage global market trend report, QSTopUniversities.com2013 :
Students demographics
Source: Students’ online usage global market trend report, QSTopUniversities.com2013 :
Social Media usage stats 2014: all age
groups
How students use social media in the
context of their studies
Sample 20 MSc students sampled at random
• Ask questions to ...
2. The social landscape
2014
What is the theme of your content?
Who will create it?
When and where will it be shared?
In-house content creation vs. thi...
Strategic considerations: objectives
and measurement
Brand awareness
Traffic
Word of mouth
Likes, Retweets
(= engagement)
...
An overview of social networks in 2014
• Mobile
social
networks
• Sharing
networks
• Blogging
platforms
• Mainstream
socia...
• Mainstream
social
networks
Facebook
• Role: engagement and
awareness platform
• Content: e.g. visual content
(photos, infographics),
Facebook adverti...
E.g. HE institutions on Facebook
What students interact with on
Facebook
• 30% interact with content about events: Students use Facebook as a way to stay i...
Twitter
• Role: Engagement and
awareness platform; great
for traffic
• Content: e.g. Twitter chats
(hashtags), links to
bl...
E.g. HE institutions on Twitter: Harvard
E.g. HE institutions on Twitter: Yale
What students interact with on Twitter
• 28% interact with content about events: Event status updates, promotional hooks,
...
LinkedIn
• Role: Professional
network
• Content: alumni groups,
thought leadership
pieces, information
about open days etc.
E.g. LinkedIn University pages
Further reading: LinkedIn blog – introducing LinkedIn University pages
Google+
• Role: Great for SEO,
hangouts/Google+ profile
displayed on search page results
• Content: displays posts on the
...
E.g. Harvard University on Google+
Join Google+ for universities
E.g. Oxford University
• Blogging
platforms
Tumblr
• Role: Light-blogging
platform
• Content: Highly visual
content, can be used in a
variety of ways, different
depar...
Blogging platform:
Tumblr
• A number of universities use Tumblr as part of their
social media strategy (here’s a list)
• E...
• Mobile
social
networks
Instagram
SnapChat
Vine
• Role: Return on attention
content
• Content: Bite-sized, highly
visual content which can be
ampl...
E.g. Harvard on Instagram
• Instagram is a mobile photo-sharing social network which allows users to share
photos with var...
Instagram ads
• Instagram ads are just 6 months old and
currently limited to a select group of 15
brands
• So far companie...
E.g. Universities on SnapChat
• SnapChat is a photo-messaging application; users can
take photos/videos and share them wit...
E.g. Universities on Vine
More University Vines on Edtech magazine
URL: https://vine.co/v/bTpvHOqe72Ur-
education
URL: htt...
E.g. Creative Vines
URL: https://vine.co/v/bXJAmFLBaat
URL: https://vine.co/v/bHVuvrKAmg1
• Vines launched private messagi...
• Sharing
networks
YouTube
SoundCloud
SlideShare
Academia.edu
• Role: Showcasing thought-
leadership
• Content Great for audio-
visual conten...
E.g. Cambridge University on YouTube
E.g. Drake University on Pinterest
E.g. Universities on SlideShare .
E.g. Imperial College on SoundCloud
Academia.edu
A brief note on hashtags
• Two different types of hashtags: user-generated vs. ‘owned’
hashtags
User-generated hashtags
- ...
E.g. Educational hashtags
User-generated hashtags/existing
conversartions:
#PhDchat
#EdChat
#Edtech
More: http://careers.i...
SEO
Planning your content
• Occasional
content/campaign-
led content
• Update as and
when content
becomes available
• Update r...
Questions?
Email: hello@laurenceborel.com
Twitter: @laurenceborel
Web: www.laurenceborel.com
3. Bonus slides: Building
your Social Media Strategy
The 4Ps of content strategy
Plan Produce Publish Promote
The content marketing matrix
EMOTIONAL
RATIONAL
• Events
• Webinars (e.g. Google
Hangouts)
• Newsletters
(current/prospect...
SEO 101: the animals of Google
‘Conversational search’
Hummingbird
• e.g. What’s the closest
university to buy an iPhone?
...
Do you Tweet, Vine, SnapChat or Instagram? - CASE Europe June 2014
Do you Tweet, Vine, SnapChat or Instagram? - CASE Europe June 2014
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Do you Tweet, Vine, SnapChat or Instagram? - CASE Europe June 2014

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This session aims to shed a light on the different social media platforms available to HE institutions, how to use them and how to integrate them as part of an organisation’s social media strategy to maximise effectiveness and ROI.

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  • Blogging platforms:
    WordPress: traditional blogging platform
    Blogger: traditional blogging platform
    Tumblr: ‘light-blogging’ platform, reblog feature

    Mainstream social networks:
    - Facebook
    Twitter: micro-blogging, 140 characters
    - LinkedIn
    Google+

    Mobile social networks:
    Instagram: photo-sharing
    Snapchat: using the application, users can take photos, record videos add texts and drawings and send them to a controlled list of recipients. Users set a time limit for how long recipients can views their Snaps after which they will be hidden from the recipient’s device and deleted from SnapChat’s servers
    - Vine: 6-seconf loop videos. Part of Twitter

    Sharing networks:
    YouTube
    Pinterest: an online pinboard
    SlideShare: PowerPoint presentations
    SoundCloud: online audio distribution

  • Blogging platforms:
    WordPress: traditional blogging platform
    Blogger: traditional blogging platform
    Tumblr: ‘light-blogging’ platform, reblog feature

    Mainstream social networks:
    - Facebook
    Twitter: micro-blogging, 140 characters
    - LinkedIn
    Google+

    Mobile social networks:
    Instagram: photo-sharing
    Snapchat: using the application, users can take photos, record videos add texts and drawings and send them to a controlled list of recipients. Users set a time limit for how long recipients can views their Snaps after which they will be hidden from the recipient’s device and deleted from SnapChat’s servers
    - Vine: 6-seconf loop videos. Part of Twitter

    Sharing networks:
    YouTube
    Pinterest: an online pinboard
    SlideShare: PowerPoint presentations
    SoundCloud: online audio distribution

  • http://eduniverse.org/what-students-want-see-facebook-and-twitter-12-stats
  • https://www.facebook.com/YaleUniversity
    https://www.facebook.com/Harvard
  • http://eduniverse.org/what-students-want-see-facebook-and-twitter-12-stats
  • http://eduniverse.org/what-students-want-see-facebook-and-twitter-12-stats
  • www.twitter.com/harvard
  • http://eduniverse.org/what-students-want-see-facebook-and-twitter-12-stats
  • http://eduniverse.org/what-students-want-see-facebook-and-twitter-12-stats
  • http://eduniverse.org/what-students-want-see-facebook-and-twitter-12-stats
  • Blogging platforms:
    WordPress: traditional blogging platform
    Blogger: traditional blogging platform
    Tumblr: ‘light-blogging’ platform, reblog feature

    Mainstream social networks:
    - Facebook
    Twitter: micro-blogging, 140 characters
    - LinkedIn
    Google+

    Mobile social networks:
    Instagram: photo-sharing
    Snapchat: using the application, users can take photos, record videos add texts and drawings and send them to a controlled list of recipients. Users set a time limit for how long recipients can views their Snaps after which they will be hidden from the recipient’s device and deleted from SnapChat’s servers
    - Vine: 6-seconf loop videos. Part of Twitter

    Sharing networks:
    YouTube
    Pinterest: an online pinboard
    SlideShare: PowerPoint presentations
    SoundCloud: online audio distribution

  • http://eduniverse.org/what-students-want-see-facebook-and-twitter-12-stats
  • http://higheredsocialmedia.tumblr.com/post/35452524815/list-of-universities-on-tumblr
  • Blogging platforms:
    WordPress: traditional blogging platform
    Blogger: traditional blogging platform
    Tumblr: ‘light-blogging’ platform, reblog feature

    Mainstream social networks:
    - Facebook
    Twitter: micro-blogging, 140 characters
    - LinkedIn
    Google+

    Mobile social networks:
    Instagram: photo-sharing
    Snapchat: using the application, users can take photos, record videos add texts and drawings and send them to a controlled list of recipients. Users set a time limit for how long recipients can views their Snaps after which they will be hidden from the recipient’s device and deleted from SnapChat’s servers
    - Vine: 6-seconf loop videos. Part of Twitter

    Sharing networks:
    YouTube
    Pinterest: an online pinboard
    SlideShare: PowerPoint presentations
    SoundCloud: online audio distribution

  • http://eduniverse.org/what-students-want-see-facebook-and-twitter-12-stats
  • Blogging platforms:
    WordPress: traditional blogging platform
    Blogger: traditional blogging platform
    Tumblr: ‘light-blogging’ platform, reblog feature

    Mainstream social networks:
    - Facebook
    Twitter: micro-blogging, 140 characters
    - LinkedIn
    Google+

    Mobile social networks:
    Instagram: photo-sharing
    Snapchat: using the application, users can take photos, record videos add texts and drawings and send them to a controlled list of recipients. Users set a time limit for how long recipients can views their Snaps after which they will be hidden from the recipient’s device and deleted from SnapChat’s servers
    - Vine: 6-seconf loop videos. Part of Twitter

    Sharing networks:
    YouTube
    Pinterest: an online pinboard
    SlideShare: PowerPoint presentations
    SoundCloud: online audio distribution

  • http://eduniverse.org/what-students-want-see-facebook-and-twitter-12-stats
  • Blogging platforms:
    WordPress: traditional blogging platform
    Blogger: traditional blogging platform
    Tumblr: ‘light-blogging’ platform, reblog feature

    Mainstream social networks:
    - Facebook
    Twitter: micro-blogging, 140 characters
    - LinkedIn
    Google+

    Mobile social networks:
    Instagram: photo-sharing
    Snapchat: using the application, users can take photos, record videos add texts and drawings and send them to a controlled list of recipients. Users set a time limit for how long recipients can views their Snaps after which they will be hidden from the recipient’s device and deleted from SnapChat’s servers
    - Vine: 6-seconf loop videos. Part of Twitter

    Sharing networks:
    YouTube
    Pinterest: an online pinboard
    SlideShare: PowerPoint presentations
    SoundCloud: online audio distribution

  • Transcript of "Do you Tweet, Vine, SnapChat or Instagram? - CASE Europe June 2014"

    1. 1. Do you Tweet, Vine, Instagram or Snapchat? Choosing the right platform to include in your social media strategy
    2. 2. Session agenda 1. Meet the social student – A few stats and an overview of the social landscape in 2014 2. The social landscape in 2014 Building a social media/digital strategy recap – A detailed review of the various social networks reviews including their and how to use them – A brief work on hashtags 3. Bonus slides – 4Ps of content – The content strategy matrix – The animals of SEO
    3. 3. 1. Meet the social student
    4. 4. To get started, let’s watch a video Socialnomics: http://vimeo.com/92150923
    5. 5. Which platforms do students use? Source: Students’ online usage global market trend report, QSTopUniversities.com2013 :
    6. 6. Students demographics Source: Students’ online usage global market trend report, QSTopUniversities.com2013 :
    7. 7. Social Media usage stats 2014: all age groups
    8. 8. How students use social media in the context of their studies Sample 20 MSc students sampled at random • Ask questions to peers (45%) • Connect with other student with similar academic interests (33%) • Share research/information with peers (26%) • Collaborate in a workspace (14%) • Use research recommended by peers (10%)
    9. 9. 2. The social landscape 2014
    10. 10. What is the theme of your content? Who will create it? When and where will it be shared? In-house content creation vs. third party content? Which platforms? Strategic considerations
    11. 11. Strategic considerations: objectives and measurement Brand awareness Traffic Word of mouth Likes, Retweets (= engagement) Mentions in social media (blogs, forum, Twitter) Click through rate, conversions Objectives Measurement
    12. 12. An overview of social networks in 2014 • Mobile social networks • Sharing networks • Blogging platforms • Mainstream social networks
    13. 13. • Mainstream social networks
    14. 14. Facebook • Role: engagement and awareness platform • Content: e.g. visual content (photos, infographics), Facebook advertising to reach users at key dates
    15. 15. E.g. HE institutions on Facebook
    16. 16. What students interact with on Facebook • 30% interact with content about events: Students use Facebook as a way to stay in touch with friends and make plans, so it makes sense that they’d want to read posts about events happening on campus. • 27% interact with photos: Whether part of an event post, news item, or standalone content, photos instantly catch people’s attention and can often prompt an emotional reaction faster than text on a screen. Students enjoy clicking through photos related to campus events. You could even try an image-centered campaign to raise awareness about a particular cause or campus service. • 15% interact with campus news: Students use social media sites to get the latest updates on what’s going on right now. Posts centered on campus news will bring students back to your school’s Facebook page again and again when they realise it’s a source of dynamic content and breaking news. • 10% interact with academic-related content: Although Facebook was only open to college students at its inception, it's more about fun than academics. If you choose to post academic-related content, be sure to jazz up the content with photos, related events, and anything that might be considered newsworthy. Leave the academic details on department websites. Source: EDUniverse
    17. 17. Twitter • Role: Engagement and awareness platform; great for traffic • Content: e.g. Twitter chats (hashtags), links to blog/whitepapers, Twitter advertising
    18. 18. E.g. HE institutions on Twitter: Harvard
    19. 19. E.g. HE institutions on Twitter: Yale
    20. 20. What students interact with on Twitter • 28% interact with content about events: Event status updates, promotional hooks, and event details are the makings of perfect tweets. • 22% interact with campus news: Twitter is a social media platform designed to feature dynamic content. It’s all about up-to-the-minute news. Students go to Twitter for quick 140 character updates or bits of information they can consume quickly, whereas Facebook is better suited for more robust content. • 21% interact with photos: Facebook has a better interface for viewing photos, but Twitter still offers a way to share interesting images. Since Twitter is a more text- based platform, keep the main focus on those 140 characters, and supplement with a photo. Interestingly, photos were the number one type of content for prospective students visiting a college’s twitter feed. Could be that soon-to-be college students are looking for visual content since they can’t see what’s happening on campus in person. • well with students. Source: EDUniverse
    21. 21. LinkedIn • Role: Professional network • Content: alumni groups, thought leadership pieces, information about open days etc.
    22. 22. E.g. LinkedIn University pages Further reading: LinkedIn blog – introducing LinkedIn University pages
    23. 23. Google+ • Role: Great for SEO, hangouts/Google+ profile displayed on search page results • Content: displays posts on the first page of Google; Google hummingbird/panda algorithms take into account social content and social sharing
    24. 24. E.g. Harvard University on Google+ Join Google+ for universities
    25. 25. E.g. Oxford University
    26. 26. • Blogging platforms
    27. 27. Tumblr • Role: Light-blogging platform • Content: Highly visual content, can be used in a variety of ways, different departments can have their own Tumblr, ‘reblogs’
    28. 28. Blogging platform: Tumblr • A number of universities use Tumblr as part of their social media strategy (here’s a list) • ESCP Europe (http://escpeurope.tumblr.com/) use the platform to share photos of Europe thus reinforcing the University’s positioning but also ‘reblog’ articles about education • California State University have a Tumblr for the recruitment of students: http://csulaadmissions.tumblr.com/ • Universities such as Harvard and Marquette have multiple Tumblr blogs for different departments • Harvard School of Engineering and applied science: http://harvardseas.tumblr.com/ • Harvard Office of Career services: http://ocsharvard.tumblr.com/ • Houghton Rare Books and Manuscripts library: http://houghtonlib.tumblr.com/
    29. 29. • Mobile social networks
    30. 30. Instagram SnapChat Vine • Role: Return on attention content • Content: Bite-sized, highly visual content which can be amplified through other platforms (e.g. Twitter, Facebook)
    31. 31. E.g. Harvard on Instagram • Instagram is a mobile photo-sharing social network which allows users to share photos with various filters (e.g. black and white, Lomo, etc)
    32. 32. Instagram ads • Instagram ads are just 6 months old and currently limited to a select group of 15 brands • So far companies such as Michael Kors and Ben & Jerry are averaging 60% higher engagement rates for their organic posts in the three days following their paid promotions • Article URL: http://www.adweek.com/news/technology/instagram-ads-are- getting-instant-recall-157595
    33. 33. E.g. Universities on SnapChat • SnapChat is a photo-messaging application; users can take photos/videos and share them with a controlled list of recipients setting a time-limit for how long recipients can view their snaps (1-10 secs) • The University of Houston adopted SnapChat in January 2014 and is among the first universities to officially use this tool to communicate with faculty, staff and students • So far the University of Houston (using the handle Uhouston) has amassed 700+ followers who are eagerly sharing their college experiences though photos and illustrations
    34. 34. E.g. Universities on Vine More University Vines on Edtech magazine URL: https://vine.co/v/bTpvHOqe72Ur- education URL: https://vine.co/v/bQp97ueggQH • Vines is a mobile app owned by Twitter which enables its users to create and post short looping video clips. • Video clips created with Vine have a maximum clip length of 6 seconds and can be shared to Vine’s social network or to other services such as Twitter or Facebook
    35. 35. E.g. Creative Vines URL: https://vine.co/v/bXJAmFLBaat URL: https://vine.co/v/bHVuvrKAmg1 • Vines launched private messaging functionality in April 2014 which could be used to: • Provide consumers with how-to videos • Competition • Q&As
    36. 36. • Sharing networks
    37. 37. YouTube SoundCloud SlideShare Academia.edu • Role: Showcasing thought- leadership • Content Great for audio- visual content, thought- leadership, case studies • YouTube 2nd largest search engine in the world
    38. 38. E.g. Cambridge University on YouTube
    39. 39. E.g. Drake University on Pinterest
    40. 40. E.g. Universities on SlideShare .
    41. 41. E.g. Imperial College on SoundCloud
    42. 42. Academia.edu
    43. 43. A brief note on hashtags • Two different types of hashtags: user-generated vs. ‘owned’ hashtags User-generated hashtags - User-generated hashtags are created by Twitter users - Use these hashtags to join an existing conversation, a relevant topic etc. Owned hashtags - These hashtags are owned by the institution - They must to be simple to read, spell and understand - They should be amplified/promoted via other channels (e.g. offline, website, newsletter, Blackboard offline to gain traction Always keep an eye on Twitter conversations (Twitter Search) about your industry and institution
    44. 44. E.g. Educational hashtags User-generated hashtags/existing conversartions: #PhDchat #EdChat #Edtech More: http://careers.insidehighered.com/ Owned hashtags #birkbeckcomments #bbkstradford #bbkstaff #bbkresearch #MIT #GoStanford
    45. 45. SEO
    46. 46. Planning your content • Occasional content/campaign- led content • Update as and when content becomes available • Update regularly• These networks require a constant stream of content
    47. 47. Questions? Email: hello@laurenceborel.com Twitter: @laurenceborel Web: www.laurenceborel.com
    48. 48. 3. Bonus slides: Building your Social Media Strategy
    49. 49. The 4Ps of content strategy Plan Produce Publish Promote
    50. 50. The content marketing matrix EMOTIONAL RATIONAL • Events • Webinars (e.g. Google Hangouts) • Newsletters (current/prospect students) • Testimonials • Articles/blog posts • Guides / whitepapers • Infographics • Press releases • Events • Webinars (e.g. Google Hangouts) • Newsletters (current/prospect students) • Testimonials • Videos/virals • Infographics • Photos /visual content
    51. 51. SEO 101: the animals of Google ‘Conversational search’ Hummingbird • e.g. What’s the closest university to buy an iPhone? • A traditional search engine might focus on finding pages containing ‘buy’ and ‘iphone’ • http://searchengineland.com/googl e-hummingbird-172816

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