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EAIE 2011 Social Media 101 Presentation


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Here is our presentation from the 2011 EAIE conference in Copenhagen for the Social Media 101 Workshop held on Sept. 13, 2011.

Here is our presentation from the 2011 EAIE conference in Copenhagen for the Social Media 101 Workshop held on Sept. 13, 2011.

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  • Uploaded on June 22, 2011.
  • Olivier Blanchard. Social Media ROI (2011)One ofthe fundamental reasons why social media has been so readily embraced bythe general public is that it helps connect people with each other in ways that arevaluable,meaningful, convenient,andon an unprecedented scale.In order to understand the true power ofthe social web,you have to lookinto the nature ofhumanity itself:We are social creatures.We crave social interactions.We love to belong to social groups,listen to stories,share experiences,andcontribute something ofvalue to the groups to which we belong.Thirty thousandyears ago,we gathered with our tribe around the campfire.Today,separated bythousands ofmiles,complicated schedules,and busy lives,we instead gather aroundour social networks to fulfill the same needs.The technology and the world aroundus may have changed,but we haven’t.
  • What do people doon social media all day? They talk to each other and sharethoughts,opinions,information,photos,videos,podcasts,blog posts,articles,data,resources,and whatever they can get their hands on.At its core,what peopledo on the social web is communicateand interact.Social media is not particularly complicated:It is a set ofeasy-to-useplatforms and technologies that allow people to talk with other people. You can think of the social media as the pipes, the infrastructure that lets people communicate and interact. Don’t get scared by the complexity or variety of the pipes (channels), what you should master is social communications that “flows” or happens inside.
  • “Doing social media” is often perceived as setting up your accounts and posting. Not necessarity. You might just be listening/monitoring to what people are saying about your institution in the cyberspace. Imagine there is a sea of conversations mentioning your university in positive, negative or neutral ways on FB, Twitter, blogs, etc. Start by exploring this (search engines, Google Alerts, search on SM platforms). At least it’s a good way to start. Start by learning how to use social media to listen, observe and learn everything you can about the types of topics of conversation taking place on the social web that may shape the future of your organization.Chances are that there are SM accounts set up by people or groups from your uni (staff, student groups, departments). You can engage in conversations, comment on blogs and forums without setting up institutional SM accounts.So, research the landscape before diving into the waters of SM.
  • Twitter is an information network. On Twitter, anyone can read, write and share messages of up to 140 characters. These messages, or Tweets, are public and available to anyone interested in them. [+sms joke]Twitter users subscribe to your messages by following your account. Followers receive every one of your messages in their timeline, a feed of all the accounts they have subscribed to.When you combine messages that are quick to write, easy to read, public, opt-in, and accessible anywhere, you have a powerful, real-time way of communicating.
  • A powerful, real-time way of communicating: the extreme of it can be demonstrated by so-called Twitter revolutions. Unofficial information channel which is hard to control. Twitter is an indispensable tool in crisis communication.
  • An imaginary route of a Tweet.
  • Technically speaking, it’s all text and/or links. Links can lead to more information, including photos, videos, podcasts. Different platforms and services for posting photos and videos. My experience shows that photos are very popular and get many more clicks than links to websites or blogs. Real-time info from campus events, etc.
  • Also mention: Direct Messages
  • Universities Week in the UK (June 2011); Tweeting a Day in the life of a college; building a greater sense of community among Imperial’s regular tweeters and connect with new ones; it was important that the entire Imperial community could participate and read the content being generated, rather than just those already engaged with Twitter. Success: over 600 tweets with the hashtag, trending topic in London at one point during the day.
  • You can embed your Twitter newsfeed on a website or blog. The widget design can be changed easily to match your website design.
  • Official Twitter stats from August 8, 2011Facebook: more than 750 million active users (August 9, 2011)
  • You can also use Twitter personally to follow and interact with your international colleagues, to follow industry news, to listen to your uni’s international community, etc. You can follow individual users or create lists.
  • Ideas for lists: partner unis, university staff, international community, etc.
  • Fictional characters that add to the (brand) story of your uni.
  • As of Jan 17, 2011:
  • Visiblequick, transparatn
  • Customer service
  • The Delphi Howl:
  • Goalconversions from edu.mah.seGoalconversions from order catalogueSegmentation
  • Transcript

    • 1. Welcome to workshop #22
      Social Media 101
      September 13, 2011
    • 2. Our Team
      Inga Külmoja:, @ingulia
      John Wedderburn:, @JohnWedderburn
      Malin Dellgran:, @malindellgran
      Mandy Reinig:,@MandysMashups
      Social Media 101
    • 3. Plan for the Day
      9:00-10:30 Introduction. Facebook. Twitter.
      10:30-11:00 Coffee break
      11:00-12:00 Blogs, YouTube, Flickr, etc.
      12:00-12:45 Lunch
      12:45-13:45 Teamwork
      13:45-15:00 Managing a social media asset
      15:00-15:30 Coffee break
      15:30-16:15 Teamwork
      16:15-17:00 Inspirational examples, Q&A
      Social Media 101
    • 4. Present Your Neighbour in 140 Characters
    • 5. Introduction to Social Media
      Evolution, Human Nature, and the Socialization of Institutions
    • 6. Social Media Revolution
      Social Media 101
    • 7. Social Media 101
    • 8. Moving beyond channels
      Social Media 101
    • 9. Listening before talking
      Social Media 101
    • 10. Facebook and You
      More than just meeting friends
    • 11. Facebook Stats
      • Over 750 million users - July 2011
      • Facebook Obsession 
      • People spend over 700 billion minutes per month 
      • More than 30 billion pieces of content
      • 70% of users outside of U.S.
    • 12. Facebook Stats - International Education
      • 73.4% using Facebook
      • 13. Majority from Doctoral institutions
      •  For all social media - 70.5% using to recruit students
      • 70.5% using to engage a target audience
      • 65.2% using for alumni outreach
      • 43.0% using to connect with colleagues
       From 2010 NAFSA Technology Taskforce Report - 515 respondents
    • 14. More Facebook/Social Media Stats
      29/30 respondents using Facebook for international recruitment
      Half have only used for less than 1 year
      18/28 say spend 1-8 hours/week on social media activities
      Top 3 types of content
      Video/YouTube Sharing, Photo Sharing, Blogs
      Top 3 reasons to use social media
      Reach students already using social media
      More cost effective
      Able to start a conversation with prospective students
      From the 2010 Global Campus Social Media in International Student Recruiting and Outreach Survey
    • 15. Fan Pages vs. Groups
      •  Basic difference is in duration and audience
      • Fan Pages great for promoting the office/department
      • Groups great for short-term activities
      • 16. Ex. spring 2012 students going to Italy
      • Fan Pages a must for any office
      • 17. Great for posting general information, events, etc.
      • 18. Allow you to speak as an office vs. individual
      • Both allow you to post photos, videos, information, etc.
    • Promoting Your Page
      • Use Students - information from them better received
      • 19. More on monitoring them later
      • Share your Page/Group on your website
      • Post the name/link in your email signature
      • 20. Print link on all your printed materials
      • Run a contest
      • Ex. Photo contest where fans can vote for the winner
      • Email students once a semester with all your social media channels listed
    • Facebook and You Tips and Tricks
      • Use Social Media Aggregators
      • 21. Ex. HootSuite, TweetDeck
      • 22. Save Time, No need to login to Facebook
      • 23. Allow you to schedule posts
      • Post at least 2-3 times/week
      • Vary content
      • 24. Don't just post notices, post photos, videos, etc
    • Examples
    • 25. Organization FanPage
    • 26. Program FanPage
    • 27. Study Abroad Group
    • 28. International Student Group
    • 29. Now It is Your Turn
      • Login to Facebook
      • 30. Find a Group or Page that Interests You
      • 31. Critique the Page (this can be done in pairs)
      Questions to Consider
      • What do you like about the Group/Page?
      • 32. What could they do better?
      • 33. Who is the target audience?
      • 34. How would you promote this Group/Page
    • Discussion
      Report on what you discovered by exploring a Group/Page to the rest of the participants
    • 35. Twitter
      A walkthrough the channel
    • 36. What is Twitter?
      Social Media 101
    • 37. Social Media 101
    • 38. Social Media 101
    • 39. What to post on Twitter?
      Social Media 101
    • 43. Twitter glossary
      Social Media 101
    • 46. Social Media 101
    • 47. Twitter is a newsfeed
      Social Media 101
    • 48. Are your target groups using it?
      Social Media 101
    • 49. Different ways to use Twitter in #highered
      Community building
      Information service
      International student recruitment
      Student service
      Classroom interaction
      Brand exposure
      Partnership building, etc.
      Social Media 101
    • 50. Twitter Lists
      Social Media 101
    • 51. Social Media 101
    • 52. 2 Twitter personas at W&M
      a campus resident, nut aficionado, territorialist, specie supremacist, quip enthusiast, and one helluva guy.
      a statuesque, 'greatly loved,' former Governor’s Palace resident, and occasionally annoyed by squirrels.
      Social Media 101
    • 53. 7 universities that really “get it”
      @Stanford (Klout: 70)
      @SyracuseU (Klout: 64)
      @Harvard (Klout: 64)
      @UWMadison (Klout: 64)
      @BaylorProud (Klout: 59)
      @UofA (Klout: 58)
      @Cal (Klout: 56)
      Social Media 101
    • 54. A small Twitter task
      Please go to:
      Type in: #EAIE2011 and click: search
      What are people tweeting about?
      How fast is the stream?
      Who are tweeting?
      What can you learn from it?
    • 55. A Blogging We Will Go
      What is it All About?
    • 56. Why Blogs?
      • Share/Learn Information
      • Promote your programs/office/institution
      •  Interact with Students
      • Get the student perspective
      •  See what students are experiencing
    • Types of Blogs
      • Travel 
      • News
      • Program Provider
      • Institutional
      • Topic Specific
    • 57.
    • 58. Blog Reading Made Easier
      Numerous Tools exist to make reading blogs easier
      • RSS Readers are a must
      • 59. They gather all your blogs into one place
      • Example
      • 60. Google Reader
      • 61. See Handout for more ideas
    • 62. Blogging Tips
      • Be consistent
      • Use students/link to their blogs
      • 63. Provide students with appropriate use guidelines
      • 64.  
      • 65. Use an RSS Reader
      • Use photos and/or videos in every post 
      • 66. Activate comments
      • Share the posts through your other channels
    • OTHER CHANNELS:LifeafterFacebook and Twitter
    • 67.
    • 68.
    • 69.
    • 70. Flickr: Bruce Clay, Inc
    • 71.
    • 72. International Student Recruitment
      Facebook – 29 of 30
      Twitter – 20 of 30
      YouTube – 14 of 30
      Linkedin – 7 of 30
      Country specific site – 6 of 30
      Own social media site – 6 of 30
      Ning – 1 of 30
      Social Media in International Student Recruitment – Global Campus 2010.
      30 responses – Universitys
    • 73. ”What social media tools do youusetoproduceengagingcontent on social networking sites”
      YouTube/Video Sharing – 16 of 21
      Photo Sharing – 15 of 21
      Social Media in International Student Recruitment – Global Campus 2010.
      30 responses – Universitys
    • 74. Facebook – 96%
      Twitter – 75%
      Linkedin – 65%
      YouTube – 65%
      Blogs – 43%
      Flickr – 40%
      Ning or others – 12%
      Aggregator website – 41%
      CASE social media survey– 2011.
      951 responses– Universities (mostly US)
    • 75.
      • Second mostpopularsearchengine in the world
      • 76. There’salready lots ofcontentaboutyouruniversity on YouTube
      • 77. Simple touploadcontent
      • 78. Greatopportunities for optimisation
      • 79. Easytoengagewithviewers
      • 80. Potential source of new visitors
    • 81.
    • 82.
    • 83. Make your clips short and accessible
      Putyour talent in front of the camera
      Promote films aboutyouruniversity
      Optimise (tagging, calls to action)
      Promote film on yourotherchannels
    • 84.
    • 85.
    • 86.
    • 87.
    • 88.
      • Connect and engagewithalumni
      • 89. Staff and students canusetheiractivities on Linkedin toraise the profileof the university
      • 90. Create and buildupnetworks
      • You’recompetingwithFacebook
      • 91. Nichedusese.g. Alumni and learningtools
    • Search for youruniversity on Flickr and YouTube
      Optimise the contentyouhave
    • 93. What’s so importantabout social media?
    • 94. Flickr: Tancread
      Flickr: kurichan
    • 95. Three quartersof the global internet population participate in some form of social media…businessescan no longeraffordtosimplyobserve the social media phenomenon
      Megan Clarken, Nielsen
    • 96.
    • 97.
      • 80% of US college students have a Facebookaccount
      2011 E-ExpectationsReport
      • 1 in 10 peoplehave a FacebookaccountFacebookStatistics
    • Dunedin NZ
    • 98.
    • 99.
    • 100.
    • 101.
    • 102. Thought
      Flickr: James BonTempo
    • 103.
    • 104. Flickr: Kempedmonds
    • 105. Social media platforms for acquisitione.g. YouTube, Twitter, Facebook
      Customer service e.g. Facebook, Twitter
      Thoughtleadershipe.g. Blogs, YouTube, Twitter
    • 106. Yourstrategydoes not have
      to be complicatedto be effective
      Flickr: ElanasPantry
    • 107. 1.Once wehave a Facebook page, we’ll be ableto
      2. Peoplewill read ourFacebook page, because it helpsthemto
      make contactwith new prospects
      make an application
    • 108. 3. Afterreading, wewantFacebook page visitorsto
      4. …………., ……………., and …………….. willletpeopleknowwehave a Facebook page
      5. Wewillcreate ……. posts per month, with …….. In charge ofeditorial and ……….. In charge ofanalytics
      comment, visit a tab or ourwebsite
    • 109. 6. Sample posts, and theirheadlines, include…….
      The document deadline is the 15th April, for studies beginning in the Autumn.
      Welcome to all our new international students, looking forwards to seeing you at the welcome event
      Share your pictures of the university with us – post them here so we can see how you see the campus!
    • 110. Keep an eye on yourcompetitors and pages thatinspireyou.
      Benchmark yourperformance.
    • 111. Team Exercise
      On social media accounts
    • 112. Team 1
      Mr Ilmo Anttila (Finland)
      Ms Mayke Bergmans (Netherlands)
      Miss Alana Clarke (Australia)
      Ms Marie Fullsta (Sweden)
      Mrs Joanne Ganderton-Smith (UK)
      Dr Maria Trofimova (Hungary)
    • 113. Team 2
      Miss Brenda Grashoff (Netherlands)
      Ms Audrey Hansen (Canada)
      Mrs Annegret Hoeschele (Switzerland)
      Mr Kristoffer Klev (Norway)
      Ms Anu Korhonen (Finland)
      Mr Adam Tupper (UK)
    • 114. Team 3
      Dr Isabel França (Portugal)
      Mr Hans Hulst (Netherlands)
      Mrs Dagny Hulda Johannsdottir (Denmark)
      Ms Brooklynn Mundy (USA)
      Louise Stansfield (Finland)
      Mr Timothy Waldron (UK)
    • 115. Team 4
      Dr Peter Bodycott (Hong Kong, China)
      Mr Markus Breuer (Germany)
      Ms Grace Innemee (Netherlands)
      Mrs Cathelijn Kuis (Netherlands)
      Ms Sally Ward (UK)
    • 116. Your task: Explore the two social media accounts assigned to your team. Please answer the following questions for both of the accounts:
      What seems to be the purpose of the social media account?
      Who seem to be the groups targeted by the account?
      How frequently is new content posted?
      How engaging is the content posted?
      Does the account seem to fulfil its purpose?
    • 117. Team 1: 2: 3: 4:
    • 118. So what should I post?
      … you tell me
    • 119. What is the purpose of the channel?
      What makes us unique?
      What content does already exist?
      What is the reason to join?
      Social Media 101
    • 120. Choose the right format
      Social Media 101
    • 121. Tips and tricks
      Try to get the conversation started.
      Ask questions.
      Social Media 101
    • 122. Tips and tricks
      Provide good service.
      Help people.
      Social Media 101
    • 123. Tips and tricks
      A little humour often works.
      Social Media 101
    • 124. Also …
      Learn the culture!
      Be personal. Authenticity is key in Social Media.
      Don’t push your propaganda. Talk to people.
      Social Media 101
    • 125. Rewrite the material so it fits the specific channel
      Social Media 101
    • 126. The different social media channels are …
      … different
      (so don’t just push the same material in all your channels)
      Social Media 101
    • 127. Planning ahead
      … makes it easier to be spontaneous
      Social Media 101
    • 128. Planning ahead
      Incorporate social media in your communication and marketing plans
      Sync with existingCalendars (events, academicyear, etc)
      Usethemes (the three best …, John says, tip of the week, research field/subject of the month, etc)
      Rewriteexisting material
      Social Media 101
    • 129. Make a Calendar
      Social Media 101
    • 130. Dealing with comments
      What should we do with ALL the NEGATIVE comments that will fill our channel?
      The hard truth: It takes hard work to get people to engage in your content.(You’re competing with their best friends!)
      Social Media 101
    • 131. Set up internal organization
      Rules and responsibilities
      If possible, get the expertise to answer
      Social Media 101
    • 132. Clear rules for the users
      Social Media 101
    • 133. Negative comments
      Kill with kindness.
      Don’t feed the trolls.
      Don’t delete stuff unless you really need to (remember authenticity).
      Social Media 101
    • 134. Social Media 101
    • 135. Response Flow Chart
      Social Media 101
    • 136. Don’t forget the positive
      Social Media 101
    • 138. Is yourcontentvisible?
      • Can it be found on the web?
      • 139. Howeasilycan it be found from yourwebsite?
      • 140. Do youpromote it offline?
      Flickr: Jenni from the block
    • 141. Basic metrics:
    • 142.
    • 143.
    • 144. Flickr: cliff1066
    • 145. Engagement
      - Posts
      - Comments
      - Sharing
      - Subscribers
    • 146. Was it reallyworth it?
    • 147.
    • 148. Flickr: David Michael Morris
    • 149. Flickr: Kempedmonds
    • 150. In 6 months, 36 000 visits
      Check yourwebsiteanalyticstool –
      howmuchtrafficcomes from social media?
    • 151. TWitter
      Klout (or othershorternertool)
    • 152. 127
      Graph shows visits to the jobdescription on ourwebsite:
      Blue line is total visits to the jobdescription.
      Orange line is visits from social media.
    • 153. Blog
      Google analyticsor similar
    • 154. Measuring ’Engagement’
      - Friends is a crudemeasure
      - Comments and type
      - Viewsoftabs
      - growth relative topeers and competitors
      - @ and RTs
      - amplification
    • 155. ”Weknowscrewupsare an essential part ofmakingsomethinggood.
      That’swhyourgoal is toscrewup
      as fast as possible.”
      Lee Unkrich, Director, Pixar
    • 156. Areour new friendshelpingusmeetour business goals?
      - Visits tospecific pages
      - Questionsrelatedtostudying
      - Downloadsofbrochures
      - Subscriptionto newsletters
    • 157.
    • 158. 133
    • 160.
    • 161. Make yourknowledgeavailable
      Rewrite press releases
      Pose questions
    • 162. Search Engine Optimisation
      - Title
      - Links
      - Keywords
      - Content
      - Interaction
    • 163.
    • 164. Each marketing asset needstorecognise the existanceof the others
      Twitter – tweetabout new Facebook posts
      YouTube – linktoFacebook and Twitter
      Brochures– linktoFacebook, Twitteretc
    • 165.
    • 166.
    • 167.
    • 168.
    • 169.
      • Provide a compellingreasonwhypeopleshouldconnectwithyouor visit your social media asset:
      Like us on Facebook and talk directlytoadmissionsstaff
      Followourblog for admissions and scholarshipnews
      Got questions? Find the answers on ourFacebook page
    • 170. Link toyour social media assets from yourmostvisitedwebsite pages (not just yourhome page)
      Providecontentwhich is relevant and helpfultoyourusers
      Includeyourblog, Facebook page, twitteraccount in your email signature and on your business card
    • 172.
    • 173. Creating your social media team:
      • Win over the gate-keepers and get thempublishing!
      • 174. Set cleargoals
      • 175. Have a policy
      • 176. Get management buy-in
    • Customeradovocates
      Writing and publishing skills
      OCD disorder
      Use student help (withguidance)
    • 177. Flickr: Ashley Campbell Photography
    • 178. VarsityOutreach 2011 – 226 universityadmissionsoffices
    • 179. Create a mailing list/social media group
      Give feedback
      Share data and successstories
      Reportanalyticstoyour team first
      Identify a main editor/curator/manager
    • 181.
      • Crisisstarting on your social media platform
      • A crisiswhichaffectsyouruniversity
    • 182. Integrateyour social media platformswithyourcrisis plan
      Monitor and Engage
    • 183.
    • 184.
      • Don’t go on the offensive or defensive
      • 185. Be authentic
      • 186. Actquickly
      • 187. Don’t be afraidtofail
      • 188. Ask yourcommunity for help
      Flickr: Techhie
    • 189.
    • 190. Understanding Risk Management
      From the Social Media Perspective
    • 191. Issues May Arise
      What could happen?
      • Negative Comment About Your Organization/Program
      • Positive Comment About Your Organization/Program
      • Student is harmed while on Your Program and Posted to Facebook First
      • Photos/Status Update of drinking or other inappropriate/illegal acts posted by a student/faculty member
    • What Do You Do?
      • How Would You Respond?
      • What Steps Would You Take?
      • Who Would Respond?
      • What Information Would You Gather?
    • Social Media Guidelines
      • All offices/institutions should have them
      • Define what is appropriate content and use
      • Have procedures in place to deal with comments/issues
      • Consider having student contracts
      • 192. Fine line between censorship and guidelines
    • Monitoring is Key
      • Everyone must monitor their international presence
      • 193. Only 42.5% of respondents (NAFSA Tech Survey) were monitoring 
      • Need to Monitor What You Say
      • Need to Monitor What is Being Said About You
    • 194. Monitoring Tips and Tricks
      • Use RSS Readers
      • Have an action plan
      • Monitor frequently
      • Hold people accountable
      • Provide students with information
    • Team Exercise
      On writing & posting
      for social media
    • 195. You will get 4 pieces of information.
      Please decide in what format and on which social media channels you will communicate each of them.
      Formulate your textual messages for Facebook and/or Twitter (if applicable) and outline what kind of photo and/or video material you will need.
    • 196. Press release: for students: Promotional material for a study course: Campus event:
    • 197. Time for discussion!