User generated PR - Opportunities and Threats for Universities in the Social Media Context

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User generated PR - Opportunities and Threats for Universities in the Social Media Context - Presentation Transcript

  1. User generated PR
  2. Opportunities and Threats for Universities in the Social Media Context
  3. Why Social Media?
  4.  
  5.  
  6. Fractures within our physical social network
  7. Need for community
  8.  
  9. Need to talk
  10.  
  11.  
  12.  
  13. What’s Social Media
  14. “ It’s all about helping people to express themselves and connect with each other” David Gammel, CAE
  15. Company controlled information + external Events
  16.  
  17.  
  18.  
  19.  
  20. Word of Mouth
  21. Buzz
  22. Brand Communities
  23.  
  24.  
  25. Content
  26. Blogging and social networking sites have experienced explosive growth over the past few years
  27.  
  28.  
  29. Social Media (especially Blogs) are strongly influencing search engine results and can drive traffic to important topics
  30.  
  31. “ Blogs, Podcasts, RSS-feed news releases, online video sharing, virtual worlds and microblogging are emerging as PR resources.” Tony Sapienza, November 2007
  32.  
  33.  
  34.  
  35.  
  36.  
  37.  
  38. 8 Million Users in July 06 30 Million Users in July 07
  39. http://www.businessweek.com/magazine/content/07_24/b4038404.htm
  40.  
  41.  
  42.  
  43. http://www.businessweek.com/magazine/content/05_50/b3963001.htm
  44.  
  45. Universities and Social Media
  46. “ Unlike commercial organizations, higher education lacked the “marketing” function completely.” Elisabeth Scarborough, SimposonScarborough
  47. “ Declining enrollments, increased competition, and decreases in government funding are some of the more pressing issues of most universities today.” Karen Lancendorfer, West Michigan University
  48. “ Higher Education is a broad marketplace and no university can rest on it laurels.” Robert Lockwood/Jerry Hadd, Gallup Management Journal July 2007
  49. “ Student recruiting and admission, alumni giving, community relations, faculty engagement, staff culture, and the student experience.” Robert Lockwood/Jerry Hadd, Gallup Management Journal July 2007
  50. PR and Social Media
  51. “ PR Professionals will miss opportunities to use social media to extend an amplify their broader PR objectives...” Tony Sapienza, November 2007
  52.  
  53. “ Social Media provides a unique opportunity to reach new audiences and communicate to these audiences in novel and direct ways” Tony Sapienza, November 2007
  54.  
  55. http://www.readwriteweb.com/archives/mainstream_media_web20.php
  56.  
  57. Integration
  58. “ Dramatic institutional change can occur only by capturing the hearts, minds, and souls of all those individuals who comprise the academic community. Engagement, ownership, trust, confidence, integrity, passion, and well-being are some of the key ingredients to fostering an interconnected, collaborative, and efficient institution.” Alex Gallup, Chairman of The Gallup Poll
  59.  
  60.  
  61. Differentiation
  62. “ The emotional and psychological dynamics of an educational institution as a whole influence and shape the perceptions of is brand in the marketplace.” Robert Lockwood/Jerry Hadd, Gallup Management Journal July 2007
  63. “ Branding is more then... Assessing Pantone colors in logos, creating marketing materials or selling licensed merchandise.” Robert Lockwood/Jerry Hadd, Gallup Management Journal July 2007
  64.  
  65.  
  66.  
  67. “ Institutions must accommodate nontraditional students, an aging student population, more online and distance learning and a broader spectrum of student needs.” Robert Lockwood/Jerry Hadd, Gallup Management Journal July 2007
  68.  
  69. Content
  70.  
  71.  
  72.  
  73.  
  74.  
  75.  
  76.  
  77.  
  78.  
  79. Manifest V0.1 //////////////////////////////////////////////////////////////////////////////////////////////////////////// I am a hard bloggin’ scientist. This means in particular: 1. I believe that science is about freedom of speech. 2. I can identify myself with the science I do. 3. I am able to communicate my thoughts and ideas to the public. 4. I use a blog as a research tool. That means in particular, that I - express my thoughts, - get in contact with others, - have a sketch of my process online, - get feedback and new ideas from others. 5. I trust myself. 6. I surf a lot and I read a lot. 7. I blog once in a day/week/month. 8. I give comments once in a day/week/month on other blogs. 9. I am self-aware and critical. 10. I refer to the people who done the work first. 11. I give love and respect to the people.
  80.  
  81. You
  82. Legal issues, bad content and low quality
  83. Who needs Harvard??? http://www.time.com/time/magazine/article/0,9171,1226150,00.html
  84.  
  85.  
  86. The one school that seems to face the least competitive threat is going to great lengths to do what we think all schools must do... Robert Lockwood/Jerry Hadd, Gallup Management Journal July 2007
  87. BUILD A STRONGER BRAND
  88. Stefan Erschwendner I stefan.erschwendner@ddb.hu Download the presentation at: www.eranium.at
  89. Backup

+ Stefan ErschwendnerStefan Erschwendner, 2 years ago

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