Universities and Social Media


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Slides 24 to 44 contain a concise summary of the ideas put forward by Don Tapscott in Chapter 8 of his excellent book Macrowikinomics

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Universities and Social Media

  1. 1. ENERGISE2-0.COMUniversities andSocial Media Dr Jim Hamill Alan Stevenson www.energise2-0.com
  2. 2. Blue Sky Thinking ENERGISE2-0.COM
  3. 3. Agenda• The Social Media Revolution• Opportunities/Threats: – Pedagogy – The 21st Century University – University Marketing/Networking• Examples (see blog post www.energise2-0.com)• ‘Getting There’ – Social Media Planning Pays But first – what is SM and how big is it ENERGISE2-0.COM
  4. 4. What isSocial Media? ENERGISE2-0.COM
  5. 5. ENERGISE2-0.COM
  6. 6. ENERGISE2-0.COM
  7. 7. Web 2.0/Social MediaBusiness Impact Web 2.0 ApplicationsMindset Open sourceBusiness Intelligence Online Applications/ Web ServicesCustomer Insight and Understanding Social Network SitesCustomer Interaction Social Content – Social BookmarkingEnhanced Customer Experience – Blogs or Weblogs Rich Internet Applications WikisReputation Management Podcasts/ VodcastsSales and Marketing Virtual RealitiesProduct Development and R&D e.g. Mash Ups engage and co-create RSS FeedsIT/Software/Applications Mobile Web; Internet TelephonyOperations, Internal Processes and Characteristics Twitter HRM Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global
  8. 8. How important has it become? ENERGISE2-0.COM
  9. 9. Social Media Revolution ENERGISE2-0.COM
  10. 10. Key Things to Remember about Social Media ENERGISE2-0.COM
  11. 11. 1. It’s a RevolutionA fundamental and revolutionary changein online behaviour, expectations andthe online customer experience.The end of the ‘read only’ InternetContent generated by the network forthe networkWe are no longer passive consumers ofcontent/brand messagesShould students be passive consumers of education OR contentdevelopers? ENERGISE2-0.COM
  12. 12. 2. It’s SocialA conversationnot a broadcastplatform ENERGISE2-0.COM
  13. 13. It’s SocialMarketing as aconversation;two-way dialogueEducation as a two-waydialogueConversations are alreadytaking place on the cloudrelevant to your University –how well are we listening? ENERGISE2-0.COM
  14. 14. Be SocialNew ‘mindsets’ arerequired to be successful insocial media ‘BE SOCIAL BEFORE DOING SOCIAL’How social isyour University? ENERGISE2-0.COM
  15. 15. 3. Power ShiftSocial media empowerscustomers, empowers thenetwork We no longer control the brand The brand becomes the customer experience of the brand – experiences that are widely shared online ENERGISE2-0.COM
  16. 16. Customer Experience and WOMHow well is your University using SM to enhance thecustomer experience, especially at ‘key moments oftruth’?How strong is your WOM on social media? ENERGISE2-0.COM
  17. 17. 4. Declining EffectivenessDeclining effectiveness of traditionalapproaches to sales and marketingDoes anyone listen any more?We are no longer passive sheepwaiting to be ‘driven’ to web sitesIf you treat us like sheep, we will tell youto ‘flock off’ ENERGISE2-0.COM
  18. 18. Advertising – Customer Breakup ENERGISE2-0.COM
  19. 19. 5. The End of Business as UsualNew ‘mindsets’, new businessapproaches and new performancemeasures are requiredNOT a broadcast medium. Itsabout listening to and engagingwith customers, partners, yourcommunity, your tribeThis is something we are not verygood at doing. We prefer tellingpeople how good we are ENERGISE2-0.COM
  20. 20. The End of Business as Usual ‘Winners’ will be those Universities who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationshipsHow strong is the quality of your online network? ENERGISE2-0.COM
  21. 21. The End of Business as Usual ENERGISE2-0.COM
  22. 22. The End of Business as Usual• Rise of the social consumer• Fundamentally different from traditional consumers• Emphasis is on the shared experiences of those they trust on social networks rather than corporate driven brand messages• Expect brands to respond to their socialized questions• This will require businesses to rethink their traditional approach to sales, service, marketing and customer relationship management• ‘Being Social’ will become the new key to consumer connection and success Rise of the social student? ENERGISE2-0.COM
  23. 23. For Universities Opportunities/Threats– Pedagogy– The 21st Century University– University Marketing/Networking ENERGISE2-0.COM
  24. 24. This is a Book ENERGISE2-0.COM
  25. 25. This is Kindle ENERGISE2-0.COM
  26. 26. In Common? ENERGISE2-0.COM
  27. 27. In Common?• All produce content• Own and manage high quality producers• Products mainly composed of atoms• Costly to create and distribute• Products are proprietary and take legal action against infringement of IP• Because they create unique content – can charge for this• But their business is only possible because of scarcity of quality news, information, knowledge, learning etc ENERGISE2-0.COM
  28. 28. Collapse• All are in various stages of collapse due to outmoded business models and the digital revolution• The collapse will be terminal ENERGISE2-0.COM
  29. 29. Who Will Be Next? ENERGISE2-0.COM
  30. 30. Consider This• High drop out rates• High cost of attending• Escalating student debt• Mindset• Declining public funding• Online alternatives (UofPhoenix 16,000 online MBA students)• Market for new graduates – right skills?• High non-attendance rates for lectures• Even when they do attend……….. ENERGISE2-0.COM
  31. 31. Short Attention Spans ENERGISE2-0.COM
  32. 32. Reinvent• Is there a need to reinvent the University?• The response has been to cut costs but the fundamental approach remains the same• Is more revolutionary change required? – Pedagogy – Modus Operandi ENERGISE2-0.COM
  33. 33. End the University as We Know It ENERGISE2-0.COM
  34. 34. PedagogyToss out the old model of pedagogyReplace with a new model based oncollaborationThe current model is mainly aboutabsorbing content, recalling it in examsThe teacher is essential a broadcaster;a ‘sage on the stage’; a transmitter ofknowledge to an inert audience in a one way linear fashionThis is anachronistic - yesterday you graduated today yourknowledge is obsolete Because of digital technology what really matters is the capacity for life long learning ENERGISE2-0.COM
  35. 35. PedagogyFocus less on what we learn andmore on how we learnAbility to think, research, find information,analyse, synthesis, contextualise andcritically evaluate; to apply research tosolving problems; to collaborate andcommunicateNeed new collaborative social mediamodels of learning that changethe actual pedagogy in more fundamental waysActive participation in content development and deliverysupported by digital technologySpend less time lecturing and more time collaborating online ENERGISE2-0.COM
  36. 36. Pedagogy• Replace teaching with more collaborative approaches to knowledge development• Shift from mass production to mass customisation – not one lecture but 60 lectures of one• Knowledge of the network/the crowd will always exceed the ‘sage on the stage’• Students have at their fingertips the most powerful tool ever for discovery, constructing knowledge, learning etc This is how the NET GEN want to learn ENERGISE2-0.COM
  37. 37. Advance Tourism ENERGISE2-0.COM
  38. 38. Advance Tourism ENERGISE2-0.COM
  39. 39. www.web2-0cpd.com ENERGISE2-0.COM
  40. 40. www.web2-0cpd.com ENERGISE2-0.COM
  41. 41. Modus Operandi ENERGISE2-0.COM
  42. 42. Modus Operandi• An entirely new modus operandi is required for how the content of HE is produced• The old ‘textbook’ mode is slow and expensive• Universities, professors etc should contribute to an open platform of world class educational resources that students anywhere can access anytime during their life time• In a highly connected world, universities still operate as largely autonomous islands of scholarship and learning• Failure to seize the opportunities of the Internet to break down the walls that divide institutions, professors and students• The 21st century university should be a network and an eco- system not a tower ENERGISE2-0.COM
  43. 43. Modus Operandi• Enormous opportunities to create an excellent student experience by assembling the world’s best learning resources online• Allow students to select a customised learning path with support from a network of instructors and facilitators• Will require deep structural changes and a new mindset• A ‘meta university’ – a communally constructed framework of open materials and platforms• The web provides the communications infrastructure – need a global open access library of course materials to support the infrastructure• A Global Network for Higher Education ENERGISE2-0.COM
  44. 44. Pie in the Sky? ENERGISE2-0.COM
  45. 45. Implications for Your University– Things to think about– ‘Getting There’ – Social Media Planning Pays ENERGISE2-0.COM
  46. 46. Ensure that you are on the right road ENERGISE2-0.COM
  47. 47. Things to Think About• Pedagogy and Modus Operandi• Social Media Landscape Analysis• Social Media Listening System• Agree Strategic Objectives, KPIs, Targets (don’t be technology led)• Audit, review, evaluate existing progress benchmarked against strategic objectives. The ‘strategic gap’ provides a strong foundation for future strategy development ENERGISE2-0.COM
  48. 48. Things to Think About• Explore collaborative social media opportunities with key partners• Search, join, lurk, participate in ‘external’ forums/ groups/blogs etc• Further develop proprietary social media channels• Leverage network effects• Internal use of social media ENERGISE2-0.COM
  49. 49. Be Customer Led ENERGISE2-0.COM
  50. 50. Customers (Internal) • Social media to support new pedagogy • SM for research, collaboration, publishing, promotion • SM to improve internal operations/knowledge sharing • Internal network(s) Customers (Potential) Customers (Existing)• Social Media Listening System to • Use of social media to enhance themonitor brand mentions student learning experience• Reputation management • For student support and customer• Programme marketing and promotion: serviceactive participation in external ‘places, • Better prepared for market needsproactive development of own channel • Promote brand advocacy• Audit/Evaluate performance • Use of social media to build alumnibenchmarked against agreed goals and relationshipsobjectives Customers (Partners) • Build a strong online network of high value partners (public sector, business, peers, media etc) • Leverage ‘1 to 1 to many’ ‘key influencer’ relationships
  51. 51. Four Main Customer Groups• Customers (Existing) – Use of social media to enhance the student learning experience – For student support and customer service, especially at ‘key moments of truth’ – Better prepared for market needs – Promote brand advocacy – Use of social media to build alumni relationships• Customers (Potential) – Social Media Listening System to monitor brand mentions – Reputation management – Programme marketing and promotion: active participation in external places, proactive development of own channels – Audit/evaluate performance benchmarked against agreed goals ENERGISE2-0.COM and objectives
  52. 52. Four Main Customer Groups• Customers (Internal) – Social media to support new pedagogy – SM for research, collaboration, publishing, promotion – SM to improve internal operations/knowledge sharing – Internal network(s)• Customers (Partners) – Build a strong online network of high value partners (public sector, business, peers, media etc) – Leverage ‘1-to-1-to-many’ ‘key influencer’ relationships ENERGISE2-0.COM
  53. 53. 1-to-1-to-Many Marketing
  54. 54. Social MediaPlanning Pays ENERGISE2-0.COM
  55. 55. Use a Simplified Balanced Scorecard• Will ensure that the social media actions and initiatives you take are fully aligned with and supportive of your overall business goals and objectives; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation• A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders ENERGISE2-0.COM
  56. 56. Social Media Balanced Scorecard• Not ‘paralysis by analysis’. By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation• The steps involved can be captured in a Social Media Strategy Map• Five key questions to address…… ENERGISE2-0.COM
  57. 57. Social Media Balanced Scorecard• What is the overall social media vision for your organization?• What are the key objectives and targets to be achieved?• Who are your customers?• Key Actions and Initiatives• Organisation, Resource and People Issues ENERGISE2-0.COM
  58. 58. Social Media Strategy Map Brief statement of your overall 2.0/Social Media Vision and MissionStrategic Objectives Strategic Objectives KPIs / Targets KPIs / Targets KPIs / Targets KPIs / TargetsCustomer Perspective Customer Customer Customer Customer Group 1 Group 2 Group 3 Group 4Internal Management Perspective 2.0/Social Media 2.0/Social Media 2.0/Social Media 2.0/Social Media Initiative 1 Initiative 2 Initiative 3 Initiative 4 - Objectives - Objectives - Objectives - Objectives - KPIs - KPIs - KPIs - KPIs - Targets - Targets - Targets - Targets - Actions - Actions - Actions - ActionsOrganisation Perspective Organisation Resource People ENERGISE2-0.COM
  59. 59. Key Questions to Address• What is the overall social media vision for your University?• What are the key objectives and targets to be achieved from social media? Are these fully aligned with and supportive of your overall business goals and objectives?• Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them?• What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term?• What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)? ENERGISE2-0.COM
  60. 60. Key Questions to Address• For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets?• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place?• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities? What balance has been agreed between internal and external roles and responsibilities? ENERGISE2-0.COM
  61. 61. Key Questions to Address• Who is the Social Media Champion?• Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects? ENERGISE2-0.COM
  62. 62. www.energise2-0.com ENERGISE2-0.COM
  63. 63. Thank You ENERGISE2-0.COM
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