Social Media for Education Advancement.


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Social Media for Education Advancement.

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  • Empowers people, giving people a voice.
  • Faced with too much choice, too much media, too much marketing, consumers are effectively, filtering or actively rejecting the onslaught. Through sharing and interaction, you can build a following that will help promote your products and services.
  • Many people are stuck in where they are. By spending minutes a day to brainstorm and some time on the weekends to blog about your passion and network, you will never know when opportunity knocks on your door and you may get noticed to do something you really like doing. There is always something better out there, you will need to have the drive to want it and stand out from the crowd.
  • If you have YES for most of the answers to the above questions, you may be no better than a zombie.
  • Social Media for Education Advancement.

    1. 1. By : Robin Low SOCIAL MEDIA for education advancement
    2. 2. traditional media is dead. <ul><ul><li>Audience do not trust advertisements . (They would rather read a review on a blog or a webpage rather than corporate page) </li></ul></ul><ul><ul><li>Audience are immune to interruptive marketing . (too many mediums, too many ads) </li></ul></ul><ul><ul><li>Audience are informed , and information is readily available. </li></ul></ul><ul><ul><li>With a global business , it cost too much to reach out to everyone. </li></ul></ul><ul><ul><li>With social media, the cost is $0 , no external company needs to be engaged. </li></ul></ul>
    3. 3. A radical change has occurred in the World of advertising and marketing “ ”
    4. 4. Audience are not listening anymore Interruptive marketing has seen it’s day Source:
    5. 5. The Audience is creating Source: IIR_M1805_Seaton.pdf
    6. 6. The Audience is selecting Time Shift technology Source: IIR_M1805_Seaton.pdf
    7. 7. The Audience is changing Source: IIR_M1805_Seaton.pdf
    8. 8. media Landscape Internet Advertising Bureau, 2004
    9. 9. product Proliferation While mergers, both horizontal and vertical, the landscape of the industry in the world have been changing. Various organizations market many variations of the same products . The number of brands of everything is ever increasing and house brands are common in chain stores, resulting in consumers having more options. Source: Strike up the Brands. McKinsey & Company, December 2003 Source: Darwin Day Conference, Google
    10. 10. media Proliferation Source: “Left Brain Marketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004) Source: Darwin Day Conference, Google <ul><li>Today, media is fragmented </li></ul><ul><li>13,500 radio stations (4,400 in 1960) </li></ul><ul><li>17,300 magazine titles (8,400 in 1960) </li></ul><ul><li>82.4 TV channels per home (5.7 in 1960) </li></ul><ul><li>And the Web: </li></ul><ul><li>Millions of sites </li></ul><ul><li>Billions of pages </li></ul>
    11. 11. medium Proliferation <ul><li>Besides getting your ads on TV, newspapers, radio and magazines, many other new mediums are used to bombard consumers with ads. Today, ads can be found virtually everywhere, on sms on cell phones, your IM communicator, computer games and in movies. As a result, consumers are growing more wary and tired of advertisements. </li></ul>
    12. 12. social media is … a CONVERSATION…
    13. 13. That is powered by… BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnneFIOPartners
    14. 14. “ Your alumnus are the message” -Marshall McLuhan The “medium-is-the-message” guy
    15. 15. People have now had a taste of two way conversations around your brand. They won’t wait for you to talk about you. They don’t want to listen to this…
    16. 16. Importance of… social media <ul><ul><li>2 way communication – allows feedback, comments </li></ul></ul><ul><ul><li>Generate massive amounts of traffic – get attention and links </li></ul></ul><ul><ul><li>Viral propagation – Word of Mouth marketing (Invite friends to promote) </li></ul></ul><ul><ul><li>Networking – create community / supporters </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Search engine visibility </li></ul></ul>
    17. 17. Importance of… social media <ul><ul><li>Low cost / high returns </li></ul></ul><ul><ul><li>Compliments marketing efforts – use with advertisements and PR </li></ul></ul><ul><ul><li>Market research / customer feedback </li></ul></ul><ul><ul><li>Crisis Management – resolve things before they become a crisis </li></ul></ul><ul><ul><li>New Communication Channel </li></ul></ul><ul><ul><li>Less effort with community sharing / help </li></ul></ul>
    18. 19. trends to take note DISCOVER THE AVENTIS ADVANTAGE! <ul><ul><li>Increase in mobile devices – Internet is not restricted to home / Office. </li></ul></ul><ul><ul><li>Increase in Internet Penetration – Even matured folks (above 50) are getting online. </li></ul></ul><ul><ul><li>Increase in Social Media Penetration – Even matured folks are getting on Facebook / YouTube / Flickr to connect with family. </li></ul></ul><ul><ul><li>Online Networking / Offline Meetings for niche groups on the rise. </li></ul></ul><ul><ul><li>Money spent on Social Media engagement will exceed USD$1 Billion in 2010 </li></ul></ul>
    19. 20. who should use social media? <ul><li>Universities </li></ul><ul><li>Companies who want international reach </li></ul><ul><li>Large Corporations </li></ul><ul><li>Event Organizers </li></ul><ul><li>Artists, Photographers, Musicians… </li></ul><ul><li>Entrepreneurs </li></ul><ul><li>Non-profit Organizations </li></ul>
    20. 21. Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it is finally done there is surprise it’s not better” -- Avinash Kaushik, Analytics evangelist, Google
    21. 22. Engagement is all about making it relevant to the audience. “ ” James Speros, Chief marketing officer, Ernst & Young
    22. 23. why ? <ul><li>Create awareness </li></ul><ul><li>Facilitate word of mouth </li></ul><ul><li>Get feedback and create dialog </li></ul><ul><li>Engage the public </li></ul><ul><li>Know your Alumni </li></ul><ul><li>Extend your reach – Globally! </li></ul><ul><li>Enhance coordination </li></ul>
    23. 24. Attention Engagement The new paradigm
    24. 25. the ultimate goal <ul><li>Brand community! </li></ul><ul><li>Build a non-marketing community outreach to deliver a voice for your university </li></ul><ul><li>Use the buzz power </li></ul><ul><li>Reach alumni where they regroup </li></ul><ul><li>Leverage on word of mouth </li></ul>
    25. 26. A few quick stats… <ul><li>73% of active online users have read a blog </li></ul><ul><li>45% have started their own blog </li></ul><ul><li>39% subscribe to an RSS feed </li></ul><ul><li>57% have joined a social network </li></ul><ul><li>55% have uploaded photos </li></ul><ul><li>83% have watched video clips </li></ul>Source: Universal McCann’s Comparative Study on Social Media Trends, April 2008 , The conversation is happening…with or without you. BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners
    26. 27. more numbers
    27. 29. Facebook usage statistics by country - Dec 31st 2009 34.10% 80.70% 3,066,180 Sweden 20 99.30% 367.50% 3,975,640 Malaysia 19 38.40% 164.20% 4,952,340 Venezuela 18 66.80% 403.80% 5,397,480 India 17 701% 4763% 5,490,300 Taiwan 16 84.90% 361.90% 5,799,520 Germany 15 20.20% 39.90% 5,808,020 Chile 14 78.50% 351.50% 6,505,040 Mexico 13 25.80% 99.40% 7,243,520 Colombia 12 50.60% 227.50% 7,387,120 Argentina 11 25.70% 75.80% 7,611,920 Australia 10 33.40% 196.70% 7,701,200 Spain 9 208.40% 2046.80% 8,387,560 Philippines 8 30% 137.60% 13,272,760 Italy 7 19% 31% 14,228,460 Canada 6 32.60% 117% 14,290,700 France 5 126% 1536.70% 14,681,580 Indonesia 4 36.80% 113.60% 16,943,780 Turkey 3 20.90% 51.50% 22,625,300 UK 2 46.00% 140.80% 101,303,240 USA 1 6 month growth % 12 month growth % Number of Facebook users Country Rank
    28. 30. facebook statistics <ul><li>  </li></ul>Asia - 10.5% Users, fast growing Market Singapore > 1.1 million users
    29. 31. 1 in 4 Facebook Users Come From Asia or the Middle East
    30. 32. Graphics by @G_obieta
    31. 34. internet penetration
    32. 35. internet users
    33. 36. internet penetration (Singapore) <ul><li>3,370,000 Internet users as of Sept/09, 72.4% penetration </li></ul><ul><li>1,003,100 broadband subscribers as of June/09 </li></ul><ul><li>>1.1 million Facebook Users of Jan 2010 </li></ul>
    34. 41. organize without organization. <ul><li>Universities and Alumni Associations no longer have monopoly over Alumni Data . </li></ul><ul><li>Alumni can organize their special interest groups & target event invitations to exclusive audiences. </li></ul><ul><li>In fact, students have already started their own Alumni Groups on different social media platforms, & the birth of Web 2.0 already enabled Alumni to self organize, coordinate & form their own groups to network & organize events. </li></ul><ul><li>So instead of hindering the self formation of ad hoc alumni groups, Universities should look in to facilitating such phenomena. </li></ul>
    35. 43. what has changed? BROADCAST Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization Creates Content SOCIAL MEDIA Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creatio n Source: Slide 10 from &quot;What's Next In Media?&quot; by Neil Perkin
    36. 44. let’s consider what is happening to email How many email address have you had? How many do you currently have? (most people answer 3 or more) Why do you have multiple, how is each used? If your organization asked you for your email address, which one would you give them? Content used to “go viral” through email. Generally, people don’t use the channel that way any more.
    37. 45. how? <ul><li>How do Universities and Alumni Associations engage in social media? </li></ul>
    38. 46. understand social media
    39. 47. 4 pillars of SOCIAL MEDIA Tips to grow your influence
    40. 48. Create Networks Blogs Articles Groups Forums Pages Twitter eHow YouTube Podcast Existing Networks Join Forums Join Groups Wikipedia Twitter Comment on blogs Build Relationships Reply to forums Post value Twitter Follow Twitter reply RT Start Events Measure Success # of reply # of RT # of clicks on links Track influence Sales ROI from links Benchmark with competitors
    41. 49. know what you want to accomplish Develop a social media marketing plan for a specific goal or purpose. This will help you pick which site to use and how to measure success.
    42. 50. decide on purpose of social media and organization’s position Social media is not just to get donations, decide on what your organization would want to use it for. Your social media presence is more for online branding, educating your customers and engaging the public.
    43. 51. decide on which platform to use There are many different social media platforms to use, which one fits your company best? Find where your niche and audience are located and which platforms they are on and engage them there. Tip: Engage in 3 – 4 platforms. Cross marketing between the platforms creates multiple touch points.
    44. 53. university & alumni Blogs
    45. 54. decide on how your social media will be managed Who will be in charge of the Twitter account and Facebook Pages? Find out the rules needed for management to be comfortable. Find different roles for people with different comfort levels and skill sets.
    46. 55. develop social media policies Decide on what can be said and what can’t be said and integrate it into your HR policies. Set up staff training around your social media policy to create awareness amongst all staff.
    47. 56. market passively <ul><li>Social media folks are not used to aggressive marketing, and will be turned off by it. </li></ul><ul><li>Aggressive marketing may bring negative results. </li></ul>
    48. 57. <ul><li>Be sure you provide many great reasons to follow you. </li></ul><ul><li>Keep content interesting and varied. </li></ul><ul><li>Always have your audience in mind. </li></ul>add value
    49. 58. be consistent Consistency is key. Devote a few hours a week to monitor your social media progress. Consistently be part of a community, not there only to market products. Participate in conversations and do not leave conversations you started.
    50. 59. golden rules <ul><li>Communication in a 2 way street -- speak, listen and learn </li></ul><ul><li>Other people are allowed to have opinions </li></ul><ul><li>Give before receiving </li></ul><ul><li>Be truthful with your messages </li></ul>
    51. 60. be helpful and approachable <ul><li>Do not just broadcast your own messages. </li></ul><ul><li>RT (Re-tweet) interesting news and information to your audience. </li></ul><ul><li>Reply to comments. </li></ul><ul><li>Answer questions you know the answer to that appear in your feeds. </li></ul><ul><li>Participate in conversations. </li></ul>
    52. 61. look for experts to help <ul><li>Look around your organization or community for someone who has experience with social networking. </li></ul><ul><li>It might be a young staffer, an intern, a volunteer. Get that person involved so you won't be starting from 'scratch.‘ </li></ul><ul><li>Note that social media there are differences between personal use and organizational use </li></ul>
    53. 62. focus on quality rather than quantity <ul><li>On Twitter and Facebook, focus on quality interactions, and build deep relationships. </li></ul><ul><li>Convert fans into Evangelists and hope they can promote your organization through word of mouth. </li></ul><ul><li>Numbers may mean more chances of spreading message but DOES NOT GUARANTEE that. </li></ul>
    54. 63. post your best content <ul><li>Social networks are at their best when people are passing the viral content around and they will only pass yours around if it is creative. </li></ul><ul><li>Come up with interesting profile names, use video or Flash animation. If it does not make you think 'Cool!' then it is probably not going to be viral. </li></ul>
    55. 65. cross promote and share messages <ul><li>There are applications that allow you to update status on LinkedIn, Twitter and Facebook. If they are the same message you want to update for all your mediums, simply use Hootsuite. </li></ul><ul><li>It is ok to update your new blog post on all your different channels and no reason why you should not do that. </li></ul>
    56. 66. who’s got time?
    57. 67. encourage & empower staff participation <ul><li>Remember your social media policies, now find different roles for ALL staff to participate at their comfort level. </li></ul><ul><li>Let them be part of the conversation, enable and open channels for direct communication. </li></ul><ul><li>Leverage on staff network to grow alumni group to facilitate communication </li></ul>
    58. 68. find and invite your current alumni <ul><li>If you have emails of your supporters, good! Use it to get your initial alumni to join your Facebook Groups and Twitter account. </li></ul><ul><li>Search for alumni who talk about your organization. Thank them if they have written something good. </li></ul><ul><li>Invite alumni to be volunteers for your social media or find passionate interns </li></ul>
    59. 69. activate your alumni <ul><li>Get alumni to ask their friends to join. </li></ul><ul><li>Make sure your social networking pages always feature lots of opportunities to get involved. </li></ul><ul><li>Be specific when you do ask your friends to do something for your organization. </li></ul><ul><li>Always let people know what happened at an event or with a campaign even if they did not participate. They might get involved the next time. </li></ul>
    60. 70. run events <ul><li>NOT ALL EVENTS NEED TO BE FUNDRAISERS </li></ul><ul><li>Show a human face behind that blog </li></ul><ul><li>Use free social media tools to organize events and post photos and videos of the events for supporters to tag themselves </li></ul><ul><li>Show supporters who cannot attend to fun they missed. </li></ul><ul><li>Facilitate networking </li></ul>
    61. 71. be in for long haul <ul><li>Building relationship and trust takes time. </li></ul><ul><li>Do not give up after trying out for one month. Relationships are not built overnight. </li></ul><ul><li>Social media can increase your profile and open many opportunities if you try. </li></ul>
    62. 72. don’t allow it to consume your time <ul><li>If not managed properly, social media can be a distraction if you just have conversations in small groups. </li></ul><ul><li>Make sure your efforts are not in the way of getting things done. </li></ul>
    63. 73. prepare to lose control <ul><li>Facilitate, not dictate </li></ul>
    64. 74. In social media, you might be the topic of conversation without being the center of it You will have to give up some control in order to gain more influence and followers. Giving up control is OK. BROADCAST MEDIA SOCIAL MEDIA
    65. 76. observations <ul><li>As the number of channels increase, overall engagement increases at a faster rate. </li></ul><ul><li>Engagement differs by industry. </li></ul><ul><li>Financial performance correlates with engagement . </li></ul><ul><li>It Provides ” Multiple Communication Touch Points”   </li></ul>
    66. 78. grow influence <ul><li>Listen to alumni </li></ul><ul><li>Understand how each channel provides a different dimension of engagement </li></ul><ul><li>Centralize coordination </li></ul><ul><li>Spread engagement to employees / volunteers beyond the social media team. </li></ul><ul><li>Engage in new channels where people already are </li></ul>
    67. 79. grow influence <ul><li>Open the platform to anyone and everyone. Encourage employees to tap into social media to get work done </li></ul><ul><li>Support engagement as an extension of the company culture. </li></ul><ul><li>Be conversational from the start. </li></ul><ul><li>Make social media part of the job, just like email </li></ul>
    68. 80. grow influence <ul><li>Modularize and synchronize content across channels </li></ul><ul><li>Emphasize quality, not just quantity. </li></ul><ul><li>Hold events to facilitate networking. </li></ul><ul><li>Post interactive messages to encourage responses. </li></ul><ul><li>Give “prizes” to encourage participation. </li></ul>
    69. 82. simple jumpstart <ul><li>Develop a company policy that would incorporate the use of social media </li></ul><ul><li>Get a community manager </li></ul><ul><li>Incorporate social media into marketing, PR and other planning </li></ul><ul><li>Listen and use feedback to enhance social media policies and build social media strategies </li></ul><ul><li>Empower staff to engage </li></ul>
    70. 83. <ul><li>Facilitate and promote adhoc online alumni groups </li></ul><ul><li>Empower alumni to share their blogs </li></ul><ul><li>Cross promote social media accounts on marketing materials / PR </li></ul><ul><li>Encourage and use social media to promote and register for events </li></ul><ul><li>Use social media to share photos / videos of events. </li></ul>simple jumpstart
    71. 84. the birth of the community manager <ul><li>Just like a social media team in a company, the idea of leveraging social media in education advancement is to build a non-marketing voice and build online networks. </li></ul><ul><li>As Andy put it: &quot;Internet is not a broadcast medium&quot; </li></ul><ul><li>Social platforms (like online networks) are now &quot;listening stations&quot; for organizations. </li></ul>*Andy Shadlin – CASE
    72. 85. community manager <ul><li>&quot;Every network has an underlying purpose&quot; and motivations for such network creation. The role of the community manager is to hold the collective vision, create and manage relationships and manage collaborative processes. </li></ul><ul><li>In an article by Jeremiah Owyang :&quot;The Four Tenets of the Community Manager&quot;, He lists a few good roles the Community Manager should have. </li></ul>
    73. 86. the four tenets of the community manager <ul><li>1) A Community Advocate </li></ul><ul><li>As a community advocate, the community managers’ primary role is to represent the customer. This includes listening, which results in monitoring, and being active in understanding what customers are saying in both the corporate community as well as external websites. Secondly, they engage customers by responding to their requests and needs or just conversations, both in private and in public. </li></ul>
    74. 87. the four tenets of the community manager <ul><li>2) Brand Evangelist </li></ul><ul><li>In this evangelistic role (it goes both ways) the community manager will promote events, products and upgrades to customers by using traditional marketing tactics and conversational discussions. As proven as a trusted member of the community (tenet 1) the individual has a higher degree of trust and will offer good products. </li></ul>
    75. 88. the four tenets of the community manager <ul><li>3) Savvy Communication Skills, Shapes Editorial </li></ul><ul><li>This tenet, which is both editorial planning and mediation serves the individual well. The community manager should first be very familiar with the tools of communication, from forums, to blogs, to podcasts, to twitter, and then understand the language and jargon that is used in the community. This individual is also responsible for mediating disputes within the community, and will lean on advocates, and embrace detractors –and sometimes removing them completely. Importantly, the role is responsible for the editorial strategy and planning within the community, and will work with many internal stakeholders to identify content, plan, publish, and follow up. </li></ul>
    76. 89. the four tenets of the community manager <ul><li>4) Gathers Community Input for Future Product and Services </li></ul><ul><li>Perhaps the most strategic of all tenets, community managers are responsible for gathering the requirements of the community in a responsible way and presenting it to product teams. This may involve formal product requirements methods from surveys to focus groups, to facilitating the relationships between product teams and customers. The opportunity to build better products and services through this real-time live focus group are ripe, in many cases, customer communities have been waiting for a chance to give feedback. </li></ul>
    77. 90. perfect community manager <ul><li>a community manager should have big eyes and small mouth. </li></ul>
    78. 91. last words <ul><li>And the 2 important questions that the alumni association needs to ask is: </li></ul><ul><li>1) For the initiative you want to start -- does the alumni want it? </li></ul><ul><li>2) For the service you want to provide (or build) -- is it easier to be accessed elsewhere? </li></ul><ul><li>If your organization is interested in engaging Alumni and Students in Social Media, please bear in mind: What works for someone may not work for you. But feel free to consider all the best practices by other organizations around the world. </li></ul>
    79. 92. 10 Ways Universities Are Engaging Alumni Using Social Media
    80. 93. <ul><li>Helping Alumni Find Jobs </li></ul>
    81. 94. <ul><li>2. Collaboration and Connecting With Students </li></ul>
    82. 95. <ul><li>3. Fundraising: From E-mails to Tweets </li></ul>
    83. 96. <ul><li>4. Training Alumni To Use Social Media </li></ul><ul><ul><li>With alumni on social media, the cost of communication to alumni from printed newsletters to other forms of advertisements will be greatly reduced. </li></ul></ul><ul><ul><li>There can also be more vibrant conversations online and networking before or after events. </li></ul></ul>
    84. 97. <ul><li>5. Meeting Alumni Where They’re At </li></ul>
    85. 98. <ul><li>6. Providing Tools To Spread Information </li></ul>
    86. 99. <ul><li>7. Alumni-Generated Content </li></ul>
    87. 100. <ul><li>8. Promoting Alumni Networks </li></ul>9. Mobile Reunions 10. Connecting The Dots: Google Maps
    88. 101. Twitter: robin_low Blog: Facebook: jump on the social media bandwagon now!