This is a 10 minute presentation I did for colleagues at an in-house workshop on social media. It was intended to discuss the concept of influence, and the need for managing social media in a strategic way.
Marketing as influence.Influence in a positive sense, thatwedeliversomethingthat the customerwants; and that is beneficial for the organisation. Importanttounderstandthatinfluence is not aboutsmoke and mirrors, butrathergiving an accurate representation of the product and itstruevalue.
Malmö university has a presence on mostchannels,eithergeneratedproactively by staff or created by peopleinvolvedwithour brand. Facebook, not unsurprisingly, dominates. Internally, staffareusingYammer.
Reach is ourabilitytoreachout and touch people. Gathering followers and likes should not be ourprimaryaim, butthereneedsto be a certaincriticalmass for investment to be worthwhile. Malmö University has around 19 Facebook pages and groupscreated by membersofstaff – in total this is around 10 000 likes. Not all ofthesewill be unique, but still a significantnumber. Demonstrates the need for a coordinated approach tohowweuse social media on campus. Thiscommunity has beencreatedwithout a significant investment i.e. no full timestaff, no focused plan or strategy.
6universityaccountswhichareactivelytweetingSo whatifit’sonly 6% on twitter? Maybetheyare the 6% wewanttorecruit? And what % of the population readsourbrochure?
Range ofblogs from varyingauthorsGives the opportunitytoappear in a student’spath,wellbeforetheyconsideractuallyapplying
Wereach 1 000s ofpeopleeveryweekbut….Numbers do not haveto be huge – not talkingabout 10 000s offollowers for a single page. Activity and influenceare the metricsweshould be focused on.
Operationalexampleofinfluence – realtimeanswerstoquestionsfurtherengages a student
Operationalexampleofinfluence – rapidanswers, and offers ofhelp, confirms student expectations.
1. Student poses an initial question on Facebook, concernedaboutchoosing Sweden as a study destination.
2. Admin offers opportunitytomeetupwith the university, adminthentakesopportunitytosuggest meeting up
3. Conclusion – an initial concern has nowbeenchangedto a potential prospect. This kind ofadminbehaviourcan be taught, and learnt.
Nocontingency, no SOPs, no crisis management – toomuch is based on individuals: weshouldownour space, get our house in order.Investment is people, not things
Expectation management – won’treplaceourwebsite, won’t get 10 000 new friends;butcaninfluence and make change.
Alotofthisactivitycan be measured. Sentiment, and typeofcontents, can be mentioned – just takestime.
Social media - overview at Malmö University
SOCIALMEDIAOVERVIEW OF SOCIAL MEDIA USE ATMALMÖ UNIVERSITY
REACH + LEADERSHIP = INFLUENCE 1 948 likes In the last week, 2 921 people have seen content But the potential is a total reach of 613 401 people This page is the most active university Facebook page in Sweden11Ref: http://bit.ly/uumqFu
Reference: http://bit.ly/uV5LIr (for an analysis of this conversation)
Create a plan and targets for our social media marketing activities Coordinate with other channels and marketing Can manage expectations with strategic, internal, advocacy-SA 2.0 Brentdanley, Flickr
WHERE CAN WE BETOMMOROW?What are our organisation’s goals?• Social media can help deliver them, if we get focusedWe can be more proactive• Engage with ’old’ media using social media, start influencing the influencersSharing our research and education with the world• Researcher blogs, teaching videosOffering service, and transparancy, to our future students and staff• Defending and strengthening our brandCoordinate social media activities with other marketing, education and communicationActivities – identify staff and responsibility-
WE CAN MEASURESUCCESS (OR FAILURE)(Realistic) community growthVisits to our website from social media sourcesNumber, nature and tone of commentsMentions of our brand on the webSharing of our contentConversion