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Education Research Group Conference - Walk Before you Run
 

Education Research Group Conference - Walk Before you Run

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Many higher ed organizations launch their social web presence BEFORE they fully understand the values and risks of social media, often times resulting in poorly developed and managed virtual ...

Many higher ed organizations launch their social web presence BEFORE they fully understand the values and risks of social media, often times resulting in poorly developed and managed virtual communities. This workshop will provide real world strategies and tactics to help every stakeholder in your university - from part-time student to chancellor - participate in and rally behind a comprehensive social media strategy. How can you perform a social media audit and develop a 6/12/24 month rolling plan? What are the necessary resources and integration points for executing on your social media objectives? How can you further deliver upon your business and marketing goals through social media? How can you secure buy-in for your social media plan from even the staunchest faculty member?

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    Education Research Group Conference - Walk Before you Run Education Research Group Conference - Walk Before you Run Presentation Transcript

    • EduRG Conference 2010
      Walk Before You Run - What to Do Before Your University Embraces Social Media
      Presented to
      Phoenix, Arizona
    • Agenda
      Typical Social Media LifeCycle
      Social Media Audit – How to get your organization onboard
      Staffing/Resources
      Content
      Tactical Implementation
    • Timelines and phases
      The Social Media Lifecycle
    • Social Media Lifecycle
      1
      2
      5
      3
      4
    • 24 month Social Media Framework
      Open Education
      Promote university curriculum
      Month 15
      Student Tools
      Leverage mobile and online solutions to further connect
      students with university services
      Month 12
      Staff Adoption /
      Community Growth
      Sustained growth and retention in internal and external
      communities
      Month 9
      Online Community
      To develop or not develop a behind-the-firewall community for students,
      alumni, faculty and admin
      Month 6
      Social Media Brand Development
      Create a virtual community via popular social media
      platforms (Facebook, Twitter, LinkedIn, etc)
      Month 1
    • Building the Foundation for Success
      The Social Media Audit
    • Social Media Audit – Purpose
    • Outcome of a Social Media audit will help:
      Determine a “built-to-fit” rollout strategy
      Accurately position your programs to the right stakeholders
      Ensure consistency in message
      Why a Social Media Audit
    • Have a social media analytics tool do the heavy lifting
      e.g. ScoutLabs, Attentio, Listen Logic, Meteor, Radian6, eCairn, Sysomos
      Set up queries to track:
      Your University’s brand terms, top 30 SEO terms
      Your University’s top 15-20 popular degrees/courses
      Competitors (who competes “traditionally” and “online”)
      Use findings as a quantitative baseline
      Step 1 – The Right Tools for the Job
    • Assess internal awareness and potential of social media
      Interview university admin at every level
      Can they be your social media workforce?
      From web developers up to chancellor
      Interview professors
      Do they use social media in the classroom?
      Spread efforts across adjunct, assistant and tenured faculty
      Interview students and alumni
      Do they use social media to connect with fellow students/alumni?
      Step 2 – Interview Various Stakeholders
    • Where are your stakeholders, competitors, students, alumni, industry engaging in conversations online?
      Review information gathered to develop:
      5 low hanging fruit activities (immediate to 3 months)
      Outline the rationale and expected results
      5 mid term activities (3-12 months)
      5 long term activities (over 1 year)
      Step 3 – Analyze the Conversations
    • Use findings to establish your “Day 0” situation, and to develop strategies for:
      Staffing
      Content Development
      Engagement
      Measurement
      Step 4 – Develop Your Strategy
    • Ensuring resources are aligned
      Staffing Strategy
    • Social Media Team – Hire in Phases
    • Social Media Team – Ideal Structure Stage I
    • Social Media Team – Ideal Structure Stage II
    • Expected relationship with other teams
    • Developing actionable content
      Content Strategy
    • Content Strategy – What is it?
      “Content strategy plans for the creation, publication, and governanceof useful, usable content.”
      A List Apart, The Discipline of Content Strategy
    • What kind of content is there?
    • Purpose of Content Strategy
      Ensure sustainable brand development
      Provide internal/external stakeholders with means to engage with the brand
      Ultimately, actionable and engaging content will help your university with its core marketing objectives of:
      Student retention
      Brand awareness
      Student acquisition
    • Proprietary
      Website: University.edu, Student Portal, etc.
      Community: Landing Page, Internal Community, Blog
      Typical Content Channels
      Third-party
      Media Sharing: YouTube, Flickr, iTunes University
      Social Networks: Facebook, LinkedIn, Twitter, Yelp
      Influencers
      Websites: RateMyProfessors, Wikipedia, Yahoo Answers
      Public opinion: General public, Bloggers, Tweeters
    • Content Strategy – Initial Steps?
      Develop a social landing page
      Create social media style guide
      Begin monitoring and engaging through third-party/influencer channels with content and information
      Higher Education Review sites
      General Review sites
      Social Networks and Communities
    • Ensuring brand consistency
      Monitoring your online perception
    • HigherEd Review Sites – A Few Examples
    • HigherEd Review Sites – A Few Sources (cont’d)
    • General Review Sites – A Few Sources
    • General Review Sites – A Few Sources
    • Content, Strategy, Measurement – What Next?
      Developing the Plans
    • Content Creation – University Blog
      SAMPLE
    • Content Management –Proprietary Channels
      SAMPLE
    • Want this Presentation?
      Text estorm to 53137
    • Thank You!
      William Gaultier
      CEO
      e-storm international
      Tel.: +1-415-352-1214
      william@e-storm.com
      www.e-storm.com
      twitter.com/wgaultier
      linkedin.com/in/williamgaultier
      Kendra Losee
      Associate Vice Chancellor, Marketing
      National University System
      Tel: +1-858-642-8650
      klosee@nu.edu
      www.nusystem.org
      twitter.com/klosee
      linkedin.com/in/kendralosee