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Digital & Social Marketing


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Laura Tyler from the University of Glasgow provides an overview of her experience with/ideas on digital and social marketing with regards to the promotion of the University's research and knowledge transfer capabilities.

This presentation was delivered during a CPD & Training Project event.For more information see:

Published in: Education, Technology
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Digital & Social Marketing

  1. 1. Digital and social marketing Laura Tyler, University of Glasgow
  2. 2. Why should we care? <ul><li> </li></ul>
  3. 3. My experience <ul><li>Website </li></ul><ul><ul><li>T4 Content Management System (CMS) </li></ul></ul><ul><ul><li>Oversee 3 main University websites </li></ul></ul><ul><ul><li>Challenge of including engaging, interactive content in a University – limitations of IT and the CMS system. </li></ul></ul><ul><ul><li>Brands are built by brand experience - your website should build your brand by experience </li></ul></ul><ul><ul><li>Use rich, diverse content to engage users </li></ul></ul><ul><ul><li>Visitors should be ‘pulled’ into your website </li></ul></ul><ul><ul><li>Good websites: </li></ul></ul><ul><ul><ul><li>Simple and non-taxing </li></ul></ul></ul><ul><ul><ul><li>Good content </li></ul></ul></ul><ul><ul><ul><li>Friendly tone of voice, approachable </li></ul></ul></ul><ul><ul><ul><li>Ability to interact </li></ul></ul></ul>
  4. 4. My experience <ul><li>iTunes U and YouTube EDU </li></ul><ul><ul><li>Very appropriate for our sector </li></ul></ul><ul><ul><li>Enhancing the reputation of your institution through educational material – available to the world. </li></ul></ul><ul><ul><li>Finding good, engaging content – not easy! </li></ul></ul><ul><ul><li>Provide skills to record quality video and audio podcasts. </li></ul></ul><ul><ul><li>Requires a cultural change – open to sharing knowledge and presenting it in an engaging way. </li></ul></ul><ul><ul><li>You may not personally like the content but if the quality is good… </li></ul></ul>
  5. 5. My experience <ul><li>VentureNavigator </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Online community section is extremely popular but…a lot of work in the beginning! </li></ul></ul><ul><ul><li>Difficulty in finding content – raided wiki! </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Initially set-up for emergency communication – Virginia Tech shootings. </li></ul></ul><ul><ul><li>Currently used to announce our press releases. </li></ul></ul><ul><ul><li>Need something specific to say. </li></ul></ul><ul><ul><li>Think before you tweet! </li></ul></ul>
  6. 6. My experience <ul><li>Facebook </li></ul><ul><ul><li>Not sure that this is really suitable </li></ul></ul><ul><ul><li>You could act as a ‘hub’, a central focus for all other University related pages. </li></ul></ul><ul><ul><li>However this could be seen as ‘endorsement’ of the pages and their content </li></ul></ul><ul><ul><li>Being viewed as ‘Dancing Dads!’ </li></ul></ul><ul><li>LinkedIn </li></ul><ul><ul><li>Using this to publicise events amongst my network </li></ul></ul><ul><ul><li>Looking at how we can set up special interest groups </li></ul></ul><ul><ul><li>Joining relevant groups – but not to sell! </li></ul></ul><ul><ul><li>Can be great for market research – run a LinkedIn poll </li></ul></ul>
  7. 7. Don’t be scared… <ul><li>Remember that these are just communication channels – you can choose which to use. </li></ul><ul><li>Think of it as an extension of your current communication toolbox – how can these tools add value to what you are doing? </li></ul><ul><li>Get support from marketing and communications within your institution </li></ul><ul><li>Remember to think WHY? Before you decide HOW? </li></ul>
  8. 8. Where to start… <ul><li>So many options but only so much resource </li></ul><ul><li>Beware of spreading yourself too thin </li></ul><ul><li>Pick your media wisely – don’t just ‘jump on the bandwagon’ </li></ul><ul><li>Can you be available 24/7? Do you need to be? </li></ul><ul><li>Keep in mind who you are at all times </li></ul>
  9. 9. Top tips <ul><li>Understand the rules – really know the media you are using and how others use it </li></ul><ul><li>Authenticity – this to me is the most important thing </li></ul><ul><li>Don’t dabble – take it one step at a time – but don’t be afraid to play! </li></ul><ul><li>Understand that you can’t control everything that people say about your institution </li></ul><ul><li>Create interesting and engaging content </li></ul><ul><li>Track results – you need to measure if it’s working </li></ul><ul><li>Tailor your message for the media you are using </li></ul>
  10. 10. Things to check out <ul><li>Foursquare - </li></ul><ul><li>Prezi - </li></ul><ul><li>Audioboo - </li></ul><ul><li> </li></ul><ul><li>Creating videos - </li></ul><ul><li>Music - </li></ul><ul><li> </li></ul><ul><li>Consultant - </li></ul><ul><li>Word clouds - </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  11. 11. Remember… <ul><li>No one really knows how to do this. It’s all about finding your own way - and that’s what’s great about it! </li></ul><ul><li>Thank you </li></ul><ul><li>[email_address] </li></ul>