A look at social media and universities with particular focus on accommodation.

1. STUDENTS,
UNIVERSITIES &
SOCIAL MEDIA
ACCOMMODATION – 2012
JOSE JIMENEZ – WWW.THEDIGITALPOST.CO.UK

2. PURPOSE OF PRESENTATON
• Understand universities and their use of social media
• Highlight best practice
• Social media tips and advice

3. BENEFITS OF SOCIAL MEDIA
- Another communication channel
- Communication channel which students use
- Responsive channel (2 way conversations)
- Effective way to engage with students
- Creates brand ambassadors

4. STATISTICS

5. REASONS FOR INTERNET USE

6. CREATIVE ACTIVITIES

7. INTERNET USE CONCERNS

8. EXAMPLES OF
USE OF
SOCIAL MEDIA

9. NOTTINGHAM TRENT UNIVERSITY
• Videos are a powerful
way to reach out to
students
• Videos highlight different
accommodation venues
• Videos use students to
add a realistic view
• Potential students more
likely to engage with real
students
• Very popular videos
• Videos are out of date…
over 2 years old!

10. NOTTINGHAM TRENT UNIVERSITY
• Keywords not being
used effectively (titles
yes but not elsewhere)
• No links for further
information to aid viewer
• No call to action at end
of video or in description
• More tags should be
used
• No links to other videos

11. QUEEN MARY, UNI OF LONDON
• Queen Mary FB
welcome page
• Segments users by type
• Relevant user journey
created as a result
• Accommodation
segment

12. QUEEN MARY, UNI OF LONDON
• Link from FB page
• Student Life section
from website
• Student testimonials on
page
• Link to Residential
Services and Support

13. QUEEN MARY, UNI OF LONDON
• Visitors are segmented
• Ensures they receive
relevant information

14. QUEEN MARY, UNI OF LONDON
• YouTube channel for
international students
• 1 of 7 different YouTube
channels
• Videos about life in
London but
accommodation is also
featured
• Queen Mary has lots of
videos featuring
students

15. QUEEN MARY, UNI OF LONDON
• Home page
• Segmentation ensures
visitors can find relevant
information
• Student Life section
prominent
• Accommodation link
available on home page

16. MIT
• MIT Admissions page
• Student bloggers feature
prominently on home
page

17. MIT
• MIT Admissions blog
page
• Blogging by various
members of the school
• Provides an inside view
of what life is like at MIT
• Blogs by students, staff,
guests & alumni

18. MIT
• MIT Housing website
has only just been
updated (old version
below)
• No real use social media
yet. Likely to be WIP!

19. JOHN HOPKINS UNIVERSITY
• Hopkins Interactive
social media website
• Student contributors
only
• Inside view of life at the
University
• Twitter, blog and videos
on website
• Popular website based
on video views and blog
comments

20. JOHN HOPKINS UNIVERSITY
• 14 blogs on the website
• 22 bloggers in total
• One blog for first year
students has 9 authors
• Range of content
covered and it is
uncensored
• Uncensored but
guidelines likely to be in
place

21. JOHN HOPKINS UNIVERSITY
• Videos available on
website & on YouTube
• Housing topics include
Dorm Tour and Hopkins
Cribs 2.0
• Other topics:
• Why Hopkin
• Learn More, See
More, B’More
• A Day in the Life

22. JOHN HOPKINS UNIVERSITY
• Dorm Tours for all their
sites
• Intro at start and call to
action at end of video

23. JOHN HOPKINS UNIVERSITY
• My cribs 2.0 follows on
from earlier videos
• Based on MTV format

24. GOOGLE KEYWORD TOOL
https://adwords.google.com/select/KeywordToolExternal
Note: UK searches based on exact match

25. CONCLUSIONS

26. CONCLUSIONS
- Understand your audience
 Who are they?
 What topics are they discussing?
 What issues are important to them?
 Where are they online?
 What tools are they using?
- Segment your audience to provide relevant information
- Get students involved to bring your university to life and to engage
potential/other students
- Video is a powerful tool to get your message across
- Make sure you add a call to action to your activity based on your
objectives
- Storytelling is important e.g. online diaries

27. TIPS/ADVICE

28. TIPS/ADVICE
- Think about your goals. What are you trying to achieve with social media?
- Measure your activity. Think about which metrics to use
- Activity needs to be aligned with other communication channels
- Monitor conversations to understand your audience & react to a crisis
- Use students for research purposes
- Use students to assist with content
 Video content (students more likely to connect with other students)
 Video diaries to bring your universities to life
 Blogging
- Use students to manage your social media activity
- Tweak you activity after regular assessments

29. CONSIDERATIONS

30. CONSIDERATIONS
- Do you have the resources to manage your social media
activity?
- What content are you going to produce?
- Do you have the resources to produce content?
- Promote your activity
 Build it and they will come isn’t going to work
 Newsletters, email, website, social networks

31. JOSE JIMENEZ

32. JOSE JIMENEZ
Social media consultant
www.thedigitalpost.co.uk
07779 933346
Services
Social media/online audit
Social media strategy
Social media monitoring
Content development
Training/Workshops

33. QUESTIONS