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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: http://www.netskills.ac.uk/content/projects/2008/jisc-bce-cpd/index.html

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

Digital & Social Marketing Presentation Transcript

  • 1. Digital and social marketing Laura Tyler, University of Glasgow
  • 2. Why should we care?
    • http://www.youtube.com/watch?v=sIFYPQjYhv8
  • 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
      • http://www.venturenavigator.co.uk/
      • 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 - http://foursquare.com/harvard
    • Prezi - http://prezi.com/
    • Audioboo - http://audioboo.fm/
    • http://screenr.com/
    • Creating videos - http://animoto.com/
    • Music - http://www.stockmusic.net/
    • http://www.forrester.com/Groundswell/profile_tool.html
    • Consultant - http://www.picklejarcommunications.com/
    • Word clouds - http://www.wordle.net/
    • http://faraday09.theiet.org/index.cfm
    • http://www.ted.com/
  • 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]