Case study:EURAXESS—Research in EstoniaAnna Mossolova
What do we have now?
Insight statistics: the fans’ profile
How has it started?2009, … — a FB group created2009, autumn — a page has been launched2010, autumn — first 100 fans!2011, ...
What was helpful?1. Survey amongst active foreign researchers: a poll on FB“What news would you like to see on EURAXESS FB...
The winners of “Winter in Estonia” campaign
The winners of “Winter in Estonia” campaign
Cover photo of our profile:
What do we usually post?◦ News on grants and scholarships◦ Local (and international) academic events◦ Articles about resea...
What rules do we stick to?1. Post in a short, catchy and engaging way, ifpossible! 2. Post permanently!3. Accompany all m...
How to deal with critical comments?1. Never immediately respond to the negative comments— calmed down first and then retur...
Don’t worry, there are more positive feedback thannegative in total! 
Looking forward to hearingabout FB pages soon! 
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Case study: EURAXESS - Research in Estonia, Anna Mossolova

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EURAXESS Conference in Dubrovnik, April 2013: Workshop Marketing Strategies and Social Media

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  • All presentations from the workshop:

    1. Introduction to WS Marketing Strategies & Social Media
    http://www.slideshare.net/milanzdravkovic/1-introduction-20030548

    2. Group work
    http://www.slideshare.net/milanzdravkovic/group-work-ws-marketing-strategies-social-media

    3. Social Broadcasting vs. Traditional Online Advertising
    http://www.slideshare.net/milanzdravkovic/social-broadcasting-vs-traditional-online-advertising-milan-zdravkovi

    4. The Facebook ABC
    http://www.slideshare.net/milanzdravkovic/the-facebook-abc-anna-mossolova

    5. Meet the 'social' researchers
    http://www.slideshare.net/milanzdravkovic/meet-the-social-researchers-milan-zdravkovi

    6. 'Social EURAXESS' Guidelines for Facebook
    http://www.slideshare.net/milanzdravkovic/social-euraxess-guidelines-for-facebook-milan-zdravkovi

    7. Post lunch challenge exercise
    http://www.slideshare.net/milanzdravkovic/post-lunch-challenge

    8. Case study: EURAXESS - Research in Estonia
    http://www.slideshare.net/milanzdravkovic/case-study-euraxess-research-in-estonia
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Case study: EURAXESS - Research in Estonia, Anna Mossolova

  1. 1. Case study:EURAXESS—Research in EstoniaAnna Mossolova
  2. 2. What do we have now?
  3. 3. Insight statistics: the fans’ profile
  4. 4. How has it started?2009, … — a FB group created2009, autumn — a page has been launched2010, autumn — first 100 fans!2011, summer — 200 fans2012, winter — FB strategy compiled2012, … — campaigns: photo-contests2013, spring — 382 fans
  5. 5. What was helpful?1. Survey amongst active foreign researchers: a poll on FB“What news would you like to see on EURAXESS FB page?”and questionnaire “What social media do you use?2. Feedback from the Advisory Board (researchers)3. Facebook campaigns! Some of them:— Photo contest “Researchers’ Winter in Estonia”— Photo contest “Easter Egg Competition”— Photo contest “My Research in Estonia”Plus various online and offline promotion “Join us on Facebook!”
  6. 6. The winners of “Winter in Estonia” campaign
  7. 7. The winners of “Winter in Estonia” campaign
  8. 8. Cover photo of our profile:
  9. 9. What do we usually post?◦ News on grants and scholarships◦ Local (and international) academic events◦ Articles about research conducted by local scientists◦ Useful courses and programmes (i.e. online languagecourse, summer university, etc)◦ Interesting facts and news about Estonian realities (incl.holidays, traditions, upcoming cultural events, etc)◦ Important updates on legislation (deadline for submissionof the last year’s tax returns, etc)◦ Updates from EURAXESS network (incl.questionnaires, invitations to the social events, etc)
  10. 10. What rules do we stick to?1. Post in a short, catchy and engaging way, ifpossible! 2. Post permanently!3. Accompany all micro-blogs with pictures/visuals!4. Answer all private messages and comments, even ifthey are negative!
  11. 11. How to deal with critical comments?1. Never immediately respond to the negative comments— calmed down first and then return to it. 2. Never delete comments on Facebook! Deletingnegative comments will make people even more angry.3. Admit your mistakes (if any), and thank ones who bringthem to your attention.4. Don’t ignore negativity, but rather try to turn critical faninto a supportive one.
  12. 12. Don’t worry, there are more positive feedback thannegative in total! 
  13. 13. Looking forward to hearingabout FB pages soon! 
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