HEWeb12: Student-Sourcing Your College Web and Social Media Content


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Berklee College of Music made great strides in the past three years using student content to further our admissions and public relations agendas. We make student blog posts, video, and pictures a big part of our strategy, and focus a large part of our marketing efforts on developing platforms for sharing this content, including: www.berklee-blogs.com www.youtube.com/berkleecollege www.flickr.com/berkleecollege www.berklee.edu/social-media.
Topics include:
1) Gathering, developing, and monitoring student content on the web
2) Using social media and student voices to encourage two-sided conversation with prospective students (and other audiences)
3) Developing platforms for displaying student content using WordPress, Tumblr, YouTube, and other avenues
4) Case studies demonstrating the creative uses of social media and student-sourced content at Berklee and other colleges
5) Work flow and content management for student-sourced marketing initiatives.

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  • For those of us who work in this area, it’s been clear for years now that Social Media is where our prospects, parents and students are, and we’ve been working hard to engage them It’s also becoming more and more clear that the want information not just from us, but from each other. And they’re out there engaging each other - asking questions, answering them on our behalf. Like all marketing and social media messaging this is one that we can and should manage ourselves. What better way to do it than to have our teams of students, alums, faculty, and staff engaging directly to answer questions (virtually) face to face.
  • And we’ve responded: we have our facebook pages, our twitter accounts, our social media dashboards, and our YouTube playlists.
  • Which makes students your best ambassadors.
  • Today we’ll talk about some of things Berklee and other schools have done to tap into these conversations.
  • The first step is finding out what’s out there. Where are students talking about your brand, and what are they saying?
  • Some great places to start are the most obvious. -Use the search engines for the places you’ve chosen to be involved -Twitter and Facebook have their own -Google will let you search blogs -Google Alerts can send you a daily or weekly digest of post about your school
  • Because of the instant nature of things like Twitter and Instagram, you can set up places easily to showcase streams.
  • Traveling Terriers Photo Series @ BU, run by Dean of Students, promoted on the website. On your way to Comm Ave? Show us your trip and what you’re diggin’ along the way. We want to peep the scenes of your trip up to Boston. Your packed ride. Your sticker-laden luggage. Your map? The coffee and nosh stops along the way. The quiet and peaceful airport? Your sparkling clean room and your fresh and rested roommate. Send us pictures and riffs of your route to campus and Beantown. got to follow us on Twitter or Instagram or like us on foursquare show us your picture however you like, but we’ll be checking Instagram, Twitter, Tumblr foursquare, and our own site after you click off a shot add #proudtobu in your comment or riff we all get to see your clever picture – got to be in the public stream need to get your sweetest picture in before 5 pm on September 1, 2012 there are multiple prizes – Nooks; coffee for a year; usefully cool gift certificates; T rides; premium music service subscriptions; and more – but no one gets one unless we see at least 250 pictures got to be at Terrier Touchdown (Nickerson Field on September 1 at 7 pm) to pick up the prize http://www.bu.edu/dos/2012/08/27/want-you-back-the-travelling-terriers-photo-challenge/
  • These are all some great ways to collect student content, and encourage participation. The next step is really encouraging students to create content, in an organic and meaningful way. Student interviews and profiles of the past - updated. I think it was Donna in yesterday’s session who said “students will do anything for a cool T-shirt and pizza”? True. We give them Guitar Center gift cards.
  • These are all some great ways to collect student content, and encourage participation. The next step is really encouraging students to create content, in an organic and meaningful way. Student interviews and profiles of the past - updated.
  • Distributed: We rolled this out in a series of 5 episodes and premiered them online, both privately and associated with curriculum content on the PULSE site, and publicly with PR content on the Berklee site. Strategically, we had the release dates align with the upcoming audition/submission/registration period of the following year's 5 week program to build enthusiasm and help those who might be interested in applying to the program have a better understanding and comfort level with what they are hoping to experience at Berklee. How Many Viewers: Who knows:) We could assume it is the entire PULSE member body, and also include some numbers from the Berklee.edu site. Our youtube views on the project are fairly paltry. Naz, do we have a total for the number of PULSE accounts? How it helped market the program: Someone from CMN might be better to talk about that. I know that it was used, but I am sort of out of the loop on the marketing efforts. I know that it has been used in the classroom, and that release dates created enthusiasm and usage spikes within the PULSE community. It also gave teachers, as well as students, a better understanding of how to prepare and apply for the program.  Success Story: I'm pretty sure all of the students who participated came to Berklee, and that 5/6 of them got full-tuition scholarships (Naz, Jeannie, is that true???).  So I think it was a huge success for the participants. It also made them more aware and introspective of the experience they were having, making this important stage in their musical development possibly more thoughtful as well. One thing that I was impressed with was how genuine each of the participants was, and how unique they are from each other. It became clear over the course of the project that what they had in common is that they were all committed, hard working students of music. In my opinion, the diversity of skill, personality and educational background show that this 5-Week scholarship opportunity is available to anyone who wants to work for it, and more in importantly, it demystified what that hard work is so that students can figure out the actionable steps they need to take to be able to be successful in the program. 
  • Some schools (Harvard is a great example), feature student bloggers right on their sites.
  • Created as a compliment to Berklee.edu - where About 4,000 visitors per month Pulls from various areas of the college 7 different languages (50% of trafic is international) Student bloggers are student ambassadors Others are monitored by chief bloggers in each area
  • Student blogger Elisa Rice Found as an incoming freshman blogging about her journey to berklee (through Google alerts) Skilled writer and photographer Recruited her to blog a freshman series called 5 Cubed For the next 2 years, Elisa continued as a student blogger with show and classroom coverage until in Spring of 2010
  • Student Ambassadors
  • Student Ambassadors
  • HEWeb12: Student-Sourcing Your College Web and Social Media Content

    1. 1. Student Sourcing Your College’s Web and Social Media ContentMagen Tracy (@magentracy)Asst. Director for Online MarketingBerklee College of Music
    2. 2. Student Sourcing Web Content What is Student Sourcing?•Letting students tell your story•Giving them the tools and platforms to do it•Making it part of your overall marketing strategy
    3. 3. Student Sourcing Web ContentStudents, prospects, parents, and alumni are all on social media.
    4. 4. Student Sourcing Web Content
    5. 5. Student Sourcing Web Content They are looking for answers from each other.-”I really want to hear students...talk about their experience, howthey managed to get here. It gives you the feeling you’re not goingthrough this alone.”-”Since I came...I’ve been in touch with a least a dozen musiciansback in Singapore. They’re so happy to hear from a real student -their moms are even happier.”
    6. 6. Student Sourcing Web Content Students are already responding.
    7. 7. Student Sourcing Web Content•Monitoring, Gathering, and Displaying Student Content•Developing New Content•Building Platforms for Student Content•Managing Work Flow and Maintaining Control
    8. 8. Student Sourcing Web Content Inventory and Monitor
    9. 9. Student Sourcing Web Content Inventory and Monitor•Social Media Audit•Twitter Search•Facebook Search•YouTube Search•Google Search and Alerts•Free Tools (Hootsuite, TweetDeck)
    10. 10. Student Sourcing Web ContentGather and Display: Retweet and Repost
    11. 11. Student Sourcing Web ContentGather and Display: Twitter Streams, Lists, and Playlists
    12. 12. Student Sourcing Web Content Success Story: BU Traveling Terriers Photo Series•Run by BU’s Dean of Students•Students tweeted pics of their trip to campus•Hashtag #proudtobu (Twitter, Instagram, Foursquare)•Aggregated and displayed using Tumblr (over 500)•Generated social media interest and media attention
    13. 13. Student Sourcing Web Content Developing New Content•Run Contests (Day in the Life, etc.)•Offer Prizes•Encourage Online Voting and Distribution
    14. 14. Student Sourcing Web Content Developing New Content•Offer Course Credit•Utilize Work Studies•Student Ambassadors
    15. 15. Student Sourcing Web Content Success Story: Take 5 Video Series•6 students with flipcams•Edited and released online as a 5-part series•Used for internal and external marketing•5/6 received scholarships
    16. 16. Student Sourcing Web ContentBuilding Platforms to Display New Content
    17. 17. Student Sourcing Web Content Building Platforms: Berklee Blogs
    18. 18. Student Sourcing Web Content Building Platforms: Berklee BlogsDraws from and links to:•YouTube/BerkleeBlogs•Flickr/BerkleeCollege•@BerkleeBlogs Twitter Feed•Facebook Pages in Korean, Japanese, Spanish, Chinese, Portuguese, and Russian
    19. 19. Student Sourcing Web ContentSuccess Story: Student Blogger Elisa Rice
    20. 20. Student Sourcing Web Content Success Story: Student Blogger Elisa Rice•Blogged by Bob Lefsetz (“The Lefsetz Letter”)•16,000 hits in one day•99,000 hits total•Rolling Stone, Huffington Post, Baltimore Sun•Doubled monthly traffic to Berklee Blogs
    21. 21. Student Sourcing Web Content Managing Work Flow•Build your team•Emphasize the importance of each position•Provide guidelines, tools, and incentives
    22. 22. Student Sourcing Web Content Managing Work Flow•Meet regularly and keep a calendar•Delegate responsibilities•Third party sites and tools can help
    23. 23. Student Sourcing Web Content Maintaining Control•Pay attention•Monitor and restrict publishing•Use trusted sources, and make it worth their while•Let the students be themselves
    24. 24. Student Sourcing Web Content Any Questions?Magen Tracy (@magentracy)