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Social Strategies: Using the Web to Engage Students

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    • 1. Social Strategies:  Using the Web to Engage Students Jessica Krywosa, Director of Web Communication, Suffolk University krywosa.com doteduguru.com @jesskry ____________________________
    • 2. Getting Started
        • creating the appropriate social media strategy
        • integrating students' social media experience
        • leveraging both on and off line communication
        • measurement and outcomes
      ____________________________
    • 3. Shiny Object Syndrome ____________________________
    • 4. Creating a Strategy
        • define the problem 
        • how are we currently addressing it
        • audience research
        • what is the appropriate solution
        • are we social media ready
      ____________________________
    • 5. Remember...
        • its not about you: its about them
        • 1/4 marketing, the rest is good will
        • must remain vigilant
        • watch & report
      ____________________________
    • 6. 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
      ____________________________
    • 7. Listening Strategy
        • if we don't know, we can't change
        • customer service
        • brand monitoring
        • participation
      ____________________________
    • 8. Audience Based
        • where is our audience
        • specialization, niche markets
        • smaller conversations matter
        • research, customer service, etc.
      ____________________________
    • 9. Content Based
        • what type of content will we produce
        • how will we house this content
        • administration of content sites
        • integrated strategies
      ____________________________
    • 10. Location Based
        • considering location based media
        • providing incentive
        • tying in to events, campus connection
        • accuracy of listings
      ____________________________
    • 11. Facebook
        • audience base & familiarity
        • ease of connection, daily updates
        • FBML & CMS
        • branding
        • simple is best
      ____________________________
    • 12.  
    • 13. Linkedin
        • specific audience & niche
        • answers and groups
        • targeted to grad/law students
        • create professional connections
        • research post grad
      ____________________________
    • 14.  
    • 15. Twitter
        • immediacy of contact
        • organization of conversations
        • extremely mobile
        • live tweeting
        • co-tweet/hootsuite/etc.
      ____________________________
    • 16.  
    • 17. Blogs
        • CMS use
        • RSS for content
        • expand on topics
        • continue a conversation
        • highlight target audiences, expertise
      ____________________________
    • 18.  
    • 19. Foursquare, etc.
        • growing popularity, user base
        • ability to craft university experience
        •   prizes and pride
        • creating a campus buzz
        • not a campus tour
      ____________________________
    • 20.  
    • 21. YouTube
        • branded space (also Edu)
        • create playlists
        • promote events, majors, etc
        • be creative
        • promote class content
      ____________________________
    • 22.  
    • 23. Flickr
        • create sets in one place
        • groups for uploads/contests
        •   contests and content
        • stream into other sites
      ____________________________
    • 24.  
    • 25. Promotion
        • via email, print materials & web
        • continued push for deeper content
        • integration across platforms
        • 'Easter eggs'
      ____________________________
    • 26. Complete Integration
        • print, web, offline, out of home, etc. via urls
        • shorteners and anchor text
        • cyclical nature of promotion
        • continuation of a conversation
      ____________________________
    • 27. 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
      ____________________________
    • 28. Working Together
        • cross promotion
        • create commonly used terms, etc. (hashtags, photo sets, etc.)
        • social Media group on campus
        • guidelines for all: even student groups
      ____________________________
    • 29. 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
      ____________________________
    • 30. 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
      ____________________________
    • 31. Events & Communication
        • promotion
        • real time event updates
        • contests
        • deadlines/updates/changes
      ____________________________
    • 32. Marrying On and Off Line
        • social is the communication culture
        • so many opportunities (meetups, tweetups, FB events, etc)
        • seamless communication
        • change in culture/community
      ____________________________
    • 33. User Generated Content
        • leverage the audience
        • work study
        • contests
        • connections
      ____________________________
    • 34. 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
      ____________________________
    • 35. questions? ____________________________ Jessica Krywosa  krywosa.com doteduguru.com @jesskry