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