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Communication Strategy at Swiss Universities:Embracing New Media
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Communication Strategy at Swiss Universities: Embracing New Media

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  • Of the time that people spend online, 20% is spent on social networks
  • Of the time that people spend online, 20% is spent on social networks
  • Let’s look at some interesting things that universities are doing through social media. Twitter is the perfect medium to monitor conversations. Univ of Minnesota used it to learn new things about what people/students/alumni were doing and actually promote it. They learned what they could have not learned by themselves. Stanford has some really great videos of the work dones by their students—some are even scientific but communicate science and give the message that Stanford students are serious about what they do but can also communicate in an interesting way. In a way that will make others listen. Many schools now use Twitter to communicate with students through Twitter in case of Emergencies. Univ of MN and UC Berkeley are two known schools.
  • So let’s take a look at what the lay of the land looks like. Who’s doing what? This chart shows the number of accounts that can be associated with each school. It does not reflect quality but presence. So we see the early adopters but see that other European schools also have a very decent presence on social media. What matters is that when somebody interested in the schools conducts a search, he/she finds content that looks authentic and relevant.
  • This charts shows to the best of our knowledge the presence of Swiss Universities in social media. Take a look at the y axis, the previous chart the scale was quite different (the max was 45 instead of 4). The takeaway from this chart is that there is some presence but for the most part unofficial, started by students, fragmented, and some channels unused. Meaning that although you may see that there are 3 twitter accounts associated with UZH and EPFL, it does not mean that all are branded appropriately, and are constantly updated. This chart takes into account any social media presence that could be associated with a university and given the dynamics of social media, this chart could be outdated already. So don’t take the numbers to heart, there are an indication. A more detailed analysis would consider quality of content, number of videos posted. Freshness ff content etc.
  • This chart shows the number of accounts of those non-Swiss Universities and of all 12 Swiss schools. There’s a clear opportunity for increased presence of Swiss universities in Social Media.
  • Transcript

    • 1. Communication Strategy at Swiss Universities: Embracing New Media Initiative of the State Secretariat for Education and Research SER Annex of the Consulate General. Swiss Knowledge Network with outposts in Boston, San Francisco, Shanghai and Singapore Florencia Prada Megan Williams Follow us! swissnexSF Become a Fan!
    • 2. Goals
      • To be known internationally for excellence
      • To get positive attention in the international and N. American press
      • To attract best professors and doctoral candidates/researchers
      • To have research published in high profile journals
      • To attain high rankings
      Social media must be part of an overall strategy. A means to an end.
    • 3. A CHANGE IN THE WAY WE COMMUNICATE
    • 4. Shift in communications from print to online Newspaper industry in decline Content increasingly consumed online
    • 5. Define social media Web 2.0 User generated content Interactive Democratic Two-way conversation Engaging Viral Social bookmarking Blogging Micro blogging Wiki Live streaming Sharing Networking SEO/SEM Aggregators RSS Tag Cloud Participation
    • 6. Define social media
      • Social media are media designed to be disseminated through social interaction using highly accessible and scalable publishing techniques
      Web 2.0 User generated content Interactive Democratic Two-way conversation Engaging Viral Social bookmarking Blogging Micro blogging Wiki Live streaming Sharing Networking SEO/SEM Aggregators RSS Tag Cloud Participation
    • 7. Twitter – Facebook – LinkedIn – YouTube
      • 22M users
      • Real-time
      • Spreads news easily & fast
      • 140 characters
      • 400+M users worldwide
      • Shares content, video, photos
      • Personalizes experience
      • Engages a professional audience (65+M users)
      • Tracks current and past staff/students
      • Engages alumni
      • Third most visited website after FB & Google
      • Shares video content easily
      • Leverages video content on other outlets
    • 8. 54% of all Internet users in the US are on Facebook (compete.com study, Dec., 2009)
    • 9. How US universities leverage new media
      • Use Twitter to gather information and share it (Minnesota)
      • Use YouTube to share student/faculty work (Stanford)
      • Use Twitter to communicate during emergency (Minnesota)
      • Use blogs to share student/university experience to attract new students/faculty (Texas)
    • 10. Why is it important to leverage web 2.0?
      • Find out what is important and relevant to your audience
      • Follow relevant journalists & publications
      • Participate in conversation happening online (may be talking about you already)
      • Engage audience in more meaningful ways
      • Efficient, transparent, and cheap
    • 11. Twitter and your institution
      • Find out what’s happening now
      • Disseminate real-time news
      • Claim your account name before somebody else does
      • Create an intelligent feed of information by following the right people
      • Develop relationships with your followers
      • Give it a voice, make it personal
    • 12. Facebook: the possibilities
      • Claim your facebook url
      • Distribute content on the most visited site on the planet
      • Tap into peoples’ networks and leverage the viral effect
      • Engage your audience, make them participate
    • 13. Facebook: the possibilities
      • Claim your facebook url
      • Distribute content on the most visited site on the planet
      • Tap into peoples’ networks and leverage the viral effect
      • Engage your audience, make them participate
    • 14. YouTube: use content you already have, gain audience
      • Upload your videos to the most visited video site (1B views/day)
      • Share courses/events to promote your faculty/students/school
      • Excellent way to augment press releases & present new ideas
      • Easy to swap/share videos for “viral” effect
    • 15. LinkedIn: the professional connection
      • Biggest professional networking site in the world
      • Find and engage your alumni
      • Promote your events/monitor your brand/spread the word
    • 16. Status update: universities & social media
    • 17. Status update: Swiss universities & social media
    • 18. Comparison of social media presence Select U.S., UK, German and French Universities (10) Swiss Universities (12)
    • 19. Challenges for Swiss universities
      • Small country, world-class universities, but less known by North Americans than big US universities
      • Global audience—including journalists—overwhelmed with news and increasingly online
      • Need to reach audiences where—and how—they expect for maximum exposure and promotion
    • 20. Solutions
      • Social Media
        • Twitter, Facebook, LinkedIn, YouTube, iTunesU, etc.
    • 21. Solutions
    • 22.  
    • 23.  
    • 24. Solutions
      • Communicate in English when possible to reach English-speaking journalists and larger audiences
    • 25. Solutions
      • Present yourself in a way that is familiar to your targeted audience
      • The viruses within—and what keeps them there: Biologists wake dormant viruses and uncover mechanism for survival (Jan. 13, 2010, EPFL)
      • NOT
      • KAP1 protein inhibits endogenous retroviral genetic material
    • 26. Solutions
      • Consider “satellite” offices or representatives and advocates in the areas you want to reach
      • Targeted press outreach in North America or other important audiences
    • 27. How swissnex San Francisco can help right now
      • Help connect as many dots as possible by immediately, and at no cost :
      • Assist you in setting up social media accounts and reclaim lost accounts
      • Establish contacts in your media office who can provide swissnex with steady source of news
      • Promote your institution via our website, Twitter and Facebook pages and in–person synergies from hosting faculty and staff
    • 28. How swissnex can help going forward
      • swissnex’s communications team can offer intensive training and an array of services:
      • Manage your social media accounts or train your staff in best practices (in person or remotely)
      • Assist in adapting and re-writing press materials for an English-speaking audience, with journalists in mind
    • 29.  
    • 30.  
    • 31.  
    • 32.
      • Targeted media outreach on your behalf to important and relevant journalists, bloggers, publications
      How swissnex can help going forward
    • 33. How swissnex can help going forward
    • 34.
      • Targeted media outreach on your behalf to important and relevant journalists, bloggers, publications
      How swissnex can help going forward
    • 35.
      • Targeted media outreach on your behalf to important and relevant journalists, bloggers, publications
      How swissnex can help going forward
    • 36. How swissnex can help going forward
      • Advise you on what’s next in new/social media and which ones are important (Foursquare)
      Recommend conferences and new, emerging publications to watch (Futurity, Climatewire)
    • 37. How swissnex can help going forward
      • Advise you on what’s next in new/social media and which ones are important (Foursquare)
      Recommend conferences and new, emerging publications to watch (Futurity, Climatewire)
    • 38. How swissnex can help going forward
      • Advise you on what’s next in new/social media and which ones are important (Foursquare)
      Recommend conferences and new, emerging publications to watch (Futurity, Climatewire)
    • 39. How swissnex can help going forward Recommend conferences and new, emerging publications to watch (Futurity, Climatewire)
    • 40. More ways swissnex can help
    • 41.
      • Examples of swissnex press success from in-person appearances and visits:
      • Give Me More (EPFL+ECAL Lab exhibit)
      How swissnex San Francisco can help Event + exhibit planned Press preview Event at swissnex Media team documents event (FLIP) Push products through social media Build social media/web buzz Targeted media outreach Stories + videos published
    • 42.  
    • 43.  
    • 44.  
    • 45. How swissnex San Francisco can help
      • Press success:
      • Meeting the Energy Challenge: Konstantinos Boulouchos (ETH Zurich) & Stephen Schneider (Stanford University)
      Stories, videos, podcast published Event + exhibit planned Media team documents event (FLIP) Push products through social media Build social media/web buzz Promotion + targeted invites Event at swissnex FORA.tv films
    • 46.  
    • 47. How swissnex San Francisco can help
      • Press success:
      • Swiss science illustrator Cornelia Hesse-Honegger
      Media team documents event (FLIP) Stories + videos published Push products through social media Use social media to promote Swiss excellence in sci, ed, art, & innovation Journalists trust us as news source; tweets and announcements picked up by press Event at swissnex FORA.tv films
    • 48.  
    • 49.  
    • 50.  
    • 51.  
    • 52. Next Steps
      • Help us identify questions & potential barriers to embracing social media
      • We will do a study/survey to answer your questions
      • Join the LinkedIn Group to submit and discuss questions: http://www.linkedin.com/groupRegistration?gid=3075378
      • View this presentation on SlideShare
      • Become of fan of swissnex San Francisco on Facebook, connect with us on LinkedIn, subscribe to our YouTube channel, and follow us on Twitter!
    • 53. To consider
      • swissnex proposes a study tour to the Bay Area (October, 2010):
      • Gain first-hand experience in social media
      • Explore how other universities and businesses are using social media to promote their institutions
      • Meet leaders in industry (Silicon Valley) and learn what’s next in communication and how you can leverage this technology
    • 54. A look ahead
      • “ A year ago, Twitter wasn't on the radar screen for most Indians, let alone their PC screens. In the last few months, though, that's changed, and more than 2.3 million people on the Subcontinent tweet and Twitter away their time. That's nothing compared with the United States, where some 22 million use the microblogging site…
      • Twitter page views in India jumped to 45 million in March, up from 26 million in December, a 73 percent increase.”
      • — San Francisco Chronicle (May, 2010)
    • 55. THANK YOU
      • Florencia Prada
      • [email_address]
      • Megan Mansell Williams
      • [email_address]