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 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

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