Social Strategies: Using the Web to Engage Students

Social Strategies: Using the Web to Engage Students Jessica Krywosa, Director of Web Communication, Suffolk University krywosa.com doteduguru.com @jesskry ____________________________

Getting Started
creating the appropriate social media strategy
integrating students' social media experience
leveraging both on and off line communication
measurement and outcomes
____________________________

Shiny Object Syndrome ____________________________

Creating a Strategy
define the problem
how are we currently addressing it
audience research
what is the appropriate solution
are we social media ready
____________________________

Remember...
its not about you: its about them
1/4 marketing, the rest is good will
must remain vigilant
watch & report
____________________________

Choosing a Platform
what is our purpose for being social
do we have experience in the space
where is our audience already
what is being said about us
____________________________

Listening Strategy
if we don't know, we can't change
customer service
brand monitoring
participation
____________________________

Audience Based
where is our audience
specialization, niche markets
smaller conversations matter
research, customer service, etc.
____________________________

Content Based
what type of content will we produce
how will we house this content
administration of content sites
integrated strategies
____________________________

Location Based
considering location based media
providing incentive
tying in to events, campus connection
accuracy of listings
____________________________

Facebook
audience base & familiarity
ease of connection, daily updates
FBML & CMS
branding
simple is best
____________________________

Linkedin
specific audience & niche
answers and groups
targeted to grad/law students
create professional connections
research post grad
____________________________

Twitter
immediacy of contact
organization of conversations
extremely mobile
live tweeting
co-tweet/hootsuite/etc.
____________________________

Blogs
CMS use
RSS for content
expand on topics
continue a conversation
highlight target audiences, expertise
____________________________

Foursquare, etc.
growing popularity, user base
ability to craft university experience
prizes and pride
creating a campus buzz
not a campus tour
____________________________

YouTube
branded space (also Edu)
create playlists
promote events, majors, etc
be creative
promote class content
____________________________

Flickr
create sets in one place
groups for uploads/contests
contests and content
stream into other sites
____________________________

Promotion
via email, print materials & web
continued push for deeper content
integration across platforms
'Easter eggs'
____________________________

Complete Integration
print, web, offline, out of home, etc. via urls
shorteners and anchor text
cyclical nature of promotion
continuation of a conversation
____________________________

Common Ground
Branding: naming, logo and image use
Guidelines: no profanity, porn, personal attacks, or vendors
Best Practices: no spamming or overuse
Being a user: proper voice, engagement goals, not just university focused
Not a numbers game
____________________________

Working Together
cross promotion
create commonly used terms, etc. (hashtags, photo sets, etc.)
social Media group on campus
guidelines for all: even student groups
____________________________

Common Fears
negative comments
talk about things we don't want highlighted
they don't want us 'in their space'
not enough time
posting too much
too many accounts
____________________________

Gaining Momentum
why would people want to join you
benefits of joining the community
show success stories
follow through with ROI/Analytics
create on campus support
____________________________

Events & Communication
promotion
real time event updates
contests
deadlines/updates/changes
____________________________

Marrying On and Off Line
social is the communication culture
so many opportunities (meetups, tweetups, FB events, etc)
seamless communication
change in culture/community
____________________________

User Generated Content
leverage the audience
work study
contests
connections
____________________________

Measurement & Outcomes
remember why we are using social media
how will we know we are successful
analyzing more than numbers
tying to university, not just departmental, goals
____________________________

questions? ____________________________ Jessica Krywosa krywosa.com doteduguru.com @jesskry

Social Strategies: Using the Web to Engage Students

by Jess Krywosa on Aug 18, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

Statistics

Social Strategies: Using the Web to Engage Students — Presentation Transcript