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Digital & Social Marketing


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Laura Tyler from the University of Glasgow provides an overview of her experience with/ideas on digital and social marketing with regards to the promotion of the University's research and knowledge …

Laura Tyler from the University of Glasgow provides an overview of her experience with/ideas on digital and social marketing with regards to the promotion of the University's research and knowledge transfer capabilities.

This presentation was delivered during a CPD & Training Project event.For more information see:

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  • Like most people I am very interested in social media and web 2.0 technologies – just not 100% sure how!
  • Transcript

    • 1. Digital and social marketing Laura Tyler, University of Glasgow
    • 2. Why should we care?
    • 3. My experience
      • Website
        • T4 Content Management System (CMS)
        • Oversee 3 main University websites
        • Challenge of including engaging, interactive content in a University – limitations of IT and the CMS system.
        • Brands are built by brand experience - your website should build your brand by experience
        • Use rich, diverse content to engage users
        • Visitors should be ‘pulled’ into your website
        • Good websites:
          • Simple and non-taxing
          • Good content
          • Friendly tone of voice, approachable
          • Ability to interact
    • 4. My experience
      • iTunes U and YouTube EDU
        • Very appropriate for our sector
        • Enhancing the reputation of your institution through educational material – available to the world.
        • Finding good, engaging content – not easy!
        • Provide skills to record quality video and audio podcasts.
        • Requires a cultural change – open to sharing knowledge and presenting it in an engaging way.
        • You may not personally like the content but if the quality is good…
    • 5. My experience
      • VentureNavigator
        • Online community section is extremely popular but…a lot of work in the beginning!
        • Difficulty in finding content – raided wiki!
      • Twitter
        • Initially set-up for emergency communication – Virginia Tech shootings.
        • Currently used to announce our press releases.
        • Need something specific to say.
        • Think before you tweet!
    • 6. My experience
      • Facebook
        • Not sure that this is really suitable
        • You could act as a ‘hub’, a central focus for all other University related pages.
        • However this could be seen as ‘endorsement’ of the pages and their content
        • Being viewed as ‘Dancing Dads!’
      • LinkedIn
        • Using this to publicise events amongst my network
        • Looking at how we can set up special interest groups
        • Joining relevant groups – but not to sell!
        • Can be great for market research – run a LinkedIn poll
    • 7. Don’t be scared…
      • Remember that these are just communication channels – you can choose which to use.
      • Think of it as an extension of your current communication toolbox – how can these tools add value to what you are doing?
      • Get support from marketing and communications within your institution
      • Remember to think WHY? Before you decide HOW?
    • 8. Where to start…
      • So many options but only so much resource
      • Beware of spreading yourself too thin
      • Pick your media wisely – don’t just ‘jump on the bandwagon’
      • Can you be available 24/7? Do you need to be?
      • Keep in mind who you are at all times
    • 9. Top tips
      • Understand the rules – really know the media you are using and how others use it
      • Authenticity – this to me is the most important thing
      • Don’t dabble – take it one step at a time – but don’t be afraid to play!
      • Understand that you can’t control everything that people say about your institution
      • Create interesting and engaging content
      • Track results – you need to measure if it’s working
      • Tailor your message for the media you are using
    • 10. Things to check out
      • Foursquare -
      • Prezi -
      • Audioboo -
      • Creating videos -
      • Music -
      • Consultant -
      • Word clouds -
    • 11. Remember…
      • No one really knows how to do this. It’s all about finding your own way - and that’s what’s great about it!
      • Thank you
      • [email_address]