Social Strategies: Using the Web to Engage Students

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  • Social Strategies: Using the Web to Engage Students

    1. 1. Social Strategies:  Using the Web to Engage Students Jessica Krywosa, Director of Web Communication, Suffolk University krywosa.com doteduguru.com @jesskry ____________________________
    2. 2. Getting Started <ul><ul><li>creating the appropriate social media strategy </li></ul></ul><ul><ul><li>integrating students' social media experience </li></ul></ul><ul><ul><li>leveraging both on and off line communication </li></ul></ul><ul><ul><li>measurement and outcomes </li></ul></ul>____________________________
    3. 3. Shiny Object Syndrome ____________________________
    4. 4. Creating a Strategy <ul><ul><li>define the problem  </li></ul></ul><ul><ul><li>how are we currently addressing it </li></ul></ul><ul><ul><li>audience research </li></ul></ul><ul><ul><li>what is the appropriate solution </li></ul></ul><ul><ul><li>are we social media ready </li></ul></ul>____________________________
    5. 5. Remember... <ul><ul><li>its not about you: its about them </li></ul></ul><ul><ul><li>1/4 marketing, the rest is good will </li></ul></ul><ul><ul><li>must remain vigilant </li></ul></ul><ul><ul><li>watch & report </li></ul></ul>____________________________
    6. 6. Choosing a Platform <ul><ul><li>what is our purpose for being social </li></ul></ul><ul><ul><li>do we have experience in the space </li></ul></ul><ul><ul><li>where is our audience already </li></ul></ul><ul><ul><li>what is being said about us </li></ul></ul>____________________________
    7. 7. Listening Strategy <ul><ul><li>if we don't know, we can't change </li></ul></ul><ul><ul><li>customer service </li></ul></ul><ul><ul><li>brand monitoring </li></ul></ul><ul><ul><li>participation </li></ul></ul>____________________________
    8. 8. Audience Based <ul><ul><li>where is our audience </li></ul></ul><ul><ul><li>specialization, niche markets </li></ul></ul><ul><ul><li>smaller conversations matter </li></ul></ul><ul><ul><li>research, customer service, etc. </li></ul></ul>____________________________
    9. 9. Content Based <ul><ul><li>what type of content will we produce </li></ul></ul><ul><ul><li>how will we house this content </li></ul></ul><ul><ul><li>administration of content sites </li></ul></ul><ul><ul><li>integrated strategies </li></ul></ul>____________________________
    10. 10. Location Based <ul><ul><li>considering location based media </li></ul></ul><ul><ul><li>providing incentive </li></ul></ul><ul><ul><li>tying in to events, campus connection </li></ul></ul><ul><ul><li>accuracy of listings </li></ul></ul>____________________________
    11. 11. Facebook <ul><ul><li>audience base & familiarity </li></ul></ul><ul><ul><li>ease of connection, daily updates </li></ul></ul><ul><ul><li>FBML & CMS </li></ul></ul><ul><ul><li>branding </li></ul></ul><ul><ul><li>simple is best </li></ul></ul>____________________________
    12. 13. Linkedin <ul><ul><li>specific audience & niche </li></ul></ul><ul><ul><li>answers and groups </li></ul></ul><ul><ul><li>targeted to grad/law students </li></ul></ul><ul><ul><li>create professional connections </li></ul></ul><ul><ul><li>research post grad </li></ul></ul>____________________________
    13. 15. Twitter <ul><ul><li>immediacy of contact </li></ul></ul><ul><ul><li>organization of conversations </li></ul></ul><ul><ul><li>extremely mobile </li></ul></ul><ul><ul><li>live tweeting </li></ul></ul><ul><ul><li>co-tweet/hootsuite/etc. </li></ul></ul>____________________________
    14. 17. Blogs <ul><ul><li>CMS use </li></ul></ul><ul><ul><li>RSS for content </li></ul></ul><ul><ul><li>expand on topics </li></ul></ul><ul><ul><li>continue a conversation </li></ul></ul><ul><ul><li>highlight target audiences, expertise </li></ul></ul>____________________________
    15. 19. Foursquare, etc. <ul><ul><li>growing popularity, user base </li></ul></ul><ul><ul><li>ability to craft university experience </li></ul></ul><ul><ul><li>  prizes and pride </li></ul></ul><ul><ul><li>creating a campus buzz </li></ul></ul><ul><ul><li>not a campus tour </li></ul></ul>____________________________
    16. 21. YouTube <ul><ul><li>branded space (also Edu) </li></ul></ul><ul><ul><li>create playlists </li></ul></ul><ul><ul><li>promote events, majors, etc </li></ul></ul><ul><ul><li>be creative </li></ul></ul><ul><ul><li>promote class content </li></ul></ul>____________________________
    17. 23. Flickr <ul><ul><li>create sets in one place </li></ul></ul><ul><ul><li>groups for uploads/contests </li></ul></ul><ul><ul><li>  contests and content </li></ul></ul><ul><ul><li>stream into other sites </li></ul></ul>____________________________
    18. 25. Promotion <ul><ul><li>via email, print materials & web </li></ul></ul><ul><ul><li>continued push for deeper content </li></ul></ul><ul><ul><li>integration across platforms </li></ul></ul><ul><ul><li>'Easter eggs' </li></ul></ul>____________________________
    19. 26. Complete Integration <ul><ul><li>print, web, offline, out of home, etc. via urls </li></ul></ul><ul><ul><li>shorteners and anchor text </li></ul></ul><ul><ul><li>cyclical nature of promotion </li></ul></ul><ul><ul><li>continuation of a conversation </li></ul></ul>____________________________
    20. 27. Common Ground <ul><ul><li>Branding: naming, logo and image use </li></ul></ul><ul><ul><li>Guidelines: no profanity, porn, personal attacks, or vendors </li></ul></ul><ul><ul><li>Best Practices: no spamming or overuse </li></ul></ul><ul><ul><li>Being a user: proper voice, engagement goals, not just university focused </li></ul></ul><ul><ul><li>Not a numbers game </li></ul></ul>____________________________
    21. 28. Working Together <ul><ul><li>cross promotion </li></ul></ul><ul><ul><li>create commonly used terms, etc. (hashtags, photo sets, etc.) </li></ul></ul><ul><ul><li>social Media group on campus </li></ul></ul><ul><ul><li>guidelines for all: even student groups </li></ul></ul>____________________________
    22. 29. Common Fears <ul><ul><li>negative comments </li></ul></ul><ul><ul><li>talk about things we don't want highlighted </li></ul></ul><ul><ul><li>they don't want us 'in their space' </li></ul></ul><ul><ul><li>not enough time </li></ul></ul><ul><ul><li>posting too much </li></ul></ul><ul><ul><li>too many accounts </li></ul></ul>____________________________
    23. 30. Gaining Momentum <ul><ul><li>why would people want to join you </li></ul></ul><ul><ul><li>benefits of joining the community </li></ul></ul><ul><ul><li>show success stories </li></ul></ul><ul><ul><li>follow through with ROI/Analytics </li></ul></ul><ul><ul><li>create on campus support </li></ul></ul>____________________________
    24. 31. Events & Communication <ul><ul><li>promotion </li></ul></ul><ul><ul><li>real time event updates </li></ul></ul><ul><ul><li>contests </li></ul></ul><ul><ul><li>deadlines/updates/changes </li></ul></ul>____________________________
    25. 32. Marrying On and Off Line <ul><ul><li>social is the communication culture </li></ul></ul><ul><ul><li>so many opportunities (meetups, tweetups, FB events, etc) </li></ul></ul><ul><ul><li>seamless communication </li></ul></ul><ul><ul><li>change in culture/community </li></ul></ul>____________________________
    26. 33. User Generated Content <ul><ul><li>leverage the audience </li></ul></ul><ul><ul><li>work study </li></ul></ul><ul><ul><li>contests </li></ul></ul><ul><ul><li>connections </li></ul></ul>____________________________
    27. 34. Measurement & Outcomes <ul><ul><li>remember why we are using social media </li></ul></ul><ul><ul><li>how will we know we are successful </li></ul></ul><ul><ul><li>analyzing more than numbers </li></ul></ul><ul><ul><li>tying to university, not just departmental, goals </li></ul></ul>____________________________
    28. 35. questions? ____________________________ Jessica Krywosa  krywosa.com doteduguru.com @jesskry

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