Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Strategies: Using the Web to Engage Students

983 views

Published on

Published in: Education
  • Be the first to comment

  • Be the first to like this

Social Strategies: Using the Web to Engage Students

  1. 1. Social Strategies:  Using the Web to Engage Students Jessica Krywosa, Director of Web Communication, Suffolk University krywosa.com doteduguru.com @jesskry ____________________________
  2. 2. Getting Started <ul><ul><li>creating the appropriate social media strategy </li></ul></ul><ul><ul><li>integrating students' social media experience </li></ul></ul><ul><ul><li>leveraging both on and off line communication </li></ul></ul><ul><ul><li>measurement and outcomes </li></ul></ul>____________________________
  3. 3. Shiny Object Syndrome ____________________________
  4. 4. Creating a Strategy <ul><ul><li>define the problem  </li></ul></ul><ul><ul><li>how are we currently addressing it </li></ul></ul><ul><ul><li>audience research </li></ul></ul><ul><ul><li>what is the appropriate solution </li></ul></ul><ul><ul><li>are we social media ready </li></ul></ul>____________________________
  5. 5. Remember... <ul><ul><li>its not about you: its about them </li></ul></ul><ul><ul><li>1/4 marketing, the rest is good will </li></ul></ul><ul><ul><li>must remain vigilant </li></ul></ul><ul><ul><li>watch & report </li></ul></ul>____________________________
  6. 6. Choosing a Platform <ul><ul><li>what is our purpose for being social </li></ul></ul><ul><ul><li>do we have experience in the space </li></ul></ul><ul><ul><li>where is our audience already </li></ul></ul><ul><ul><li>what is being said about us </li></ul></ul>____________________________
  7. 7. Listening Strategy <ul><ul><li>if we don't know, we can't change </li></ul></ul><ul><ul><li>customer service </li></ul></ul><ul><ul><li>brand monitoring </li></ul></ul><ul><ul><li>participation </li></ul></ul>____________________________
  8. 8. Audience Based <ul><ul><li>where is our audience </li></ul></ul><ul><ul><li>specialization, niche markets </li></ul></ul><ul><ul><li>smaller conversations matter </li></ul></ul><ul><ul><li>research, customer service, etc. </li></ul></ul>____________________________
  9. 9. Content Based <ul><ul><li>what type of content will we produce </li></ul></ul><ul><ul><li>how will we house this content </li></ul></ul><ul><ul><li>administration of content sites </li></ul></ul><ul><ul><li>integrated strategies </li></ul></ul>____________________________
  10. 10. Location Based <ul><ul><li>considering location based media </li></ul></ul><ul><ul><li>providing incentive </li></ul></ul><ul><ul><li>tying in to events, campus connection </li></ul></ul><ul><ul><li>accuracy of listings </li></ul></ul>____________________________
  11. 11. Facebook <ul><ul><li>audience base & familiarity </li></ul></ul><ul><ul><li>ease of connection, daily updates </li></ul></ul><ul><ul><li>FBML & CMS </li></ul></ul><ul><ul><li>branding </li></ul></ul><ul><ul><li>simple is best </li></ul></ul>____________________________
  12. 13. Linkedin <ul><ul><li>specific audience & niche </li></ul></ul><ul><ul><li>answers and groups </li></ul></ul><ul><ul><li>targeted to grad/law students </li></ul></ul><ul><ul><li>create professional connections </li></ul></ul><ul><ul><li>research post grad </li></ul></ul>____________________________
  13. 15. Twitter <ul><ul><li>immediacy of contact </li></ul></ul><ul><ul><li>organization of conversations </li></ul></ul><ul><ul><li>extremely mobile </li></ul></ul><ul><ul><li>live tweeting </li></ul></ul><ul><ul><li>co-tweet/hootsuite/etc. </li></ul></ul>____________________________
  14. 17. Blogs <ul><ul><li>CMS use </li></ul></ul><ul><ul><li>RSS for content </li></ul></ul><ul><ul><li>expand on topics </li></ul></ul><ul><ul><li>continue a conversation </li></ul></ul><ul><ul><li>highlight target audiences, expertise </li></ul></ul>____________________________
  15. 19. Foursquare, etc. <ul><ul><li>growing popularity, user base </li></ul></ul><ul><ul><li>ability to craft university experience </li></ul></ul><ul><ul><li>  prizes and pride </li></ul></ul><ul><ul><li>creating a campus buzz </li></ul></ul><ul><ul><li>not a campus tour </li></ul></ul>____________________________
  16. 21. YouTube <ul><ul><li>branded space (also Edu) </li></ul></ul><ul><ul><li>create playlists </li></ul></ul><ul><ul><li>promote events, majors, etc </li></ul></ul><ul><ul><li>be creative </li></ul></ul><ul><ul><li>promote class content </li></ul></ul>____________________________
  17. 23. Flickr <ul><ul><li>create sets in one place </li></ul></ul><ul><ul><li>groups for uploads/contests </li></ul></ul><ul><ul><li>  contests and content </li></ul></ul><ul><ul><li>stream into other sites </li></ul></ul>____________________________
  18. 25. Promotion <ul><ul><li>via email, print materials & web </li></ul></ul><ul><ul><li>continued push for deeper content </li></ul></ul><ul><ul><li>integration across platforms </li></ul></ul><ul><ul><li>'Easter eggs' </li></ul></ul>____________________________
  19. 26. Complete Integration <ul><ul><li>print, web, offline, out of home, etc. via urls </li></ul></ul><ul><ul><li>shorteners and anchor text </li></ul></ul><ul><ul><li>cyclical nature of promotion </li></ul></ul><ul><ul><li>continuation of a conversation </li></ul></ul>____________________________
  20. 27. Common Ground <ul><ul><li>Branding: naming, logo and image use </li></ul></ul><ul><ul><li>Guidelines: no profanity, porn, personal attacks, or vendors </li></ul></ul><ul><ul><li>Best Practices: no spamming or overuse </li></ul></ul><ul><ul><li>Being a user: proper voice, engagement goals, not just university focused </li></ul></ul><ul><ul><li>Not a numbers game </li></ul></ul>____________________________
  21. 28. Working Together <ul><ul><li>cross promotion </li></ul></ul><ul><ul><li>create commonly used terms, etc. (hashtags, photo sets, etc.) </li></ul></ul><ul><ul><li>social Media group on campus </li></ul></ul><ul><ul><li>guidelines for all: even student groups </li></ul></ul>____________________________
  22. 29. Common Fears <ul><ul><li>negative comments </li></ul></ul><ul><ul><li>talk about things we don't want highlighted </li></ul></ul><ul><ul><li>they don't want us 'in their space' </li></ul></ul><ul><ul><li>not enough time </li></ul></ul><ul><ul><li>posting too much </li></ul></ul><ul><ul><li>too many accounts </li></ul></ul>____________________________
  23. 30. Gaining Momentum <ul><ul><li>why would people want to join you </li></ul></ul><ul><ul><li>benefits of joining the community </li></ul></ul><ul><ul><li>show success stories </li></ul></ul><ul><ul><li>follow through with ROI/Analytics </li></ul></ul><ul><ul><li>create on campus support </li></ul></ul>____________________________
  24. 31. Events & Communication <ul><ul><li>promotion </li></ul></ul><ul><ul><li>real time event updates </li></ul></ul><ul><ul><li>contests </li></ul></ul><ul><ul><li>deadlines/updates/changes </li></ul></ul>____________________________
  25. 32. Marrying On and Off Line <ul><ul><li>social is the communication culture </li></ul></ul><ul><ul><li>so many opportunities (meetups, tweetups, FB events, etc) </li></ul></ul><ul><ul><li>seamless communication </li></ul></ul><ul><ul><li>change in culture/community </li></ul></ul>____________________________
  26. 33. User Generated Content <ul><ul><li>leverage the audience </li></ul></ul><ul><ul><li>work study </li></ul></ul><ul><ul><li>contests </li></ul></ul><ul><ul><li>connections </li></ul></ul>____________________________
  27. 34. Measurement & Outcomes <ul><ul><li>remember why we are using social media </li></ul></ul><ul><ul><li>how will we know we are successful </li></ul></ul><ul><ul><li>analyzing more than numbers </li></ul></ul><ul><ul><li>tying to university, not just departmental, goals </li></ul></ul>____________________________
  28. 35. questions? ____________________________ Jessica Krywosa  krywosa.com doteduguru.com @jesskry

×