Institutional Use of Web 2.0 in Spanish Universities<br />Roberto Clemente – SeniorConsultant<br />Manuel Rivera – Clients...
About OCU<br />Web 2.0 applied to Higher Education institutions<br />Web 2.0 in Spanish Universities<br /><ul><li> Presence
 Level of activity
 Leaders
 Best practices</li></ul>Summary<br />(c) Oficina de Cooperación Universitaria, S.A.  ·  www.ocu.es  ·  info@ocu.es  ·  Tl...
1. ABOUT OCU<br />(c) Oficina de Cooperación Universitaria, S.A.  ·  www.ocu.es  ·  info@ocu.es  ·  Tlf.: 902.112.140 <br />
About OCU<br />4<br />Roberto Clemente<br />SeniorConsultant<br />Manuel Rivera<br />Clients Manager<br />
2. Web 2.0 applied to Higher Education institutions<br />(c) Oficina de Cooperación Universitaria, S.A.  ·  www.ocu.es  · ...
Web 2.0 applied to Higher Education institutions<br />User<br />Share<br />Interact<br />Interoperate<br />Social<br />Ser...
Social networks<br />Students<br />Teachers<br />University<br />TheInstitution<br />Web 2.0 applied to Higher Education i...
Web 2.0 applied to Higher Education institutions<br />Identity and values<br />Be where your customers are<br />Be opened ...
Service
Support</li></ul>What<br /><ul><li>Quality
Transparency
Updatedness</li></ul>How<br />
<ul><li>Presence
Level of activity
Leaders
Bestpractices</li></ul>3. Web 2.0 in Spanish Universities<br />(c) Oficina de Cooperación Universitaria, S.A.  ·  www.ocu....
<ul><li>Presence
Level of activity
Leaders
Bestpractices</li></ul>3. Web 2.0 in Spanish Universities<br />(c) Oficina de Cooperación Universitaria, S.A.  ·  www.ocu....
Web 2.0 applied to Higher Education institutions<br />University presence in Social Media<br />(c) Oficina de Cooperación ...
<ul><li>Presence
Level of activity
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Institutional use of web 2.0 in spanish universities presentation for eunis 2011 dublin - ocu

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Institutional use of web 2.0 in spanish universities presentation for eunis 2011 dublin - ocu

  1. 1. Institutional Use of Web 2.0 in Spanish Universities<br />Roberto Clemente – SeniorConsultant<br />Manuel Rivera – Clients Manager<br />June 2011<br />
  2. 2. About OCU<br />Web 2.0 applied to Higher Education institutions<br />Web 2.0 in Spanish Universities<br /><ul><li> Presence
  3. 3. Level of activity
  4. 4. Leaders
  5. 5. Best practices</li></ul>Summary<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />AGENDA<br />
  6. 6. 1. ABOUT OCU<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />
  7. 7. About OCU<br />4<br />Roberto Clemente<br />SeniorConsultant<br />Manuel Rivera<br />Clients Manager<br />
  8. 8. 2. Web 2.0 applied to Higher Education institutions<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />
  9. 9. Web 2.0 applied to Higher Education institutions<br />User<br />Share<br />Interact<br />Interoperate<br />Social<br />Service<br />Network<br />Whatis Web 2.0?<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />6<br />
  10. 10. Social networks<br />Students<br />Teachers<br />University<br />TheInstitution<br />Web 2.0 applied to Higher Education institutions<br />Different uses<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />7<br />EDUCATIONAL<br />INSTITUTIONAL<br />Two main uses:<br />EDUCATIONAL<br />INSTITUTIONAL<br />Image, prestige<br />Communication<br />Marketing<br />Service<br />Retention & Enrolment<br />
  11. 11. Web 2.0 applied to Higher Education institutions<br />Identity and values<br />Be where your customers are<br />Be opened and committed<br />Institutionalcommunication<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />8<br /><ul><li>Information
  12. 12. Service
  13. 13. Support</li></ul>What<br /><ul><li>Quality
  14. 14. Transparency
  15. 15. Updatedness</li></ul>How<br />
  16. 16. <ul><li>Presence
  17. 17. Level of activity
  18. 18. Leaders
  19. 19. Bestpractices</li></ul>3. Web 2.0 in Spanish Universities<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />
  20. 20. <ul><li>Presence
  21. 21. Level of activity
  22. 22. Leaders
  23. 23. Bestpractices</li></ul>3. Web 2.0 in Spanish Universities<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />
  24. 24. Web 2.0 applied to Higher Education institutions<br />University presence in Social Media<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />11<br />82% of Spanish Universities are present in Facebook<br />78% of Spanish Universities are present in Youtube<br />74% of Spanish Universities are present in Twitter<br />13% of Spanish Universities have an institutional blog<br />* Study conducted on 76 Spanish Universities<br />
  25. 25. <ul><li>Presence
  26. 26. Level of activity
  27. 27. Leaders
  28. 28. Bestpractices</li></ul>3. Web 2.0 in Spanish Universities<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />
  29. 29. Web 2.0 in Spanish Universities<br />Level of activity: criteria<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />13<br />
  30. 30. Web 2.0 in Spanish Universities<br />Level of activity: distribution by social media<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />14<br />The graph shows, for each social media, the percentage of Universities using that social media with a high, medium, low or null level of activity.<br /><ul><li>Universities are focusing their efforts on Facebook and Twitter
  31. 31. Twitter has the highest level of activity, despite being the last to come into scene.</li></li></ul><li>Web 2.0 in Spanish Universities<br />Higher levels of activity imply higher levels of engagement.<br />Level of activity: impact in engagement (1)<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />15<br />The graph shows, for each university, the percentage of students that are fans/followers of the university on Facebook/Twitter, and marked in color, the level of activity deployed by the university.<br />Facebook<br />Twitter<br />
  32. 32. Web 2.0 in Spanish Universities<br />“Do, or do not. There is no try.“<br />Doing poorly and doing nothing leads to the same results<br />Level of activity: impact in engagement (2)<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />16<br />The graph shows, depending on the different levels of activity, the percentage of students that are fans/followers.<br />Facebook<br />Twitter<br /><ul><li>Again: Higher levels of activity imply higher levels of engagement.</li></li></ul><li>Web 2.0 in Spanish Universities<br />Good amount of video production<br />Some videos get all the attention<br />Low level of interaction between universities and users<br />Level of activity: YouTube<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />17<br /><ul><li>On average, per university, more than…</li></ul>100<br />video uploads <br />78000<br />video views<br />500<br />channel <br />subscribers<br />
  33. 33. Web 2.0 in Spanish Universities<br />Low number of institutional blogs against large number of personal blogs (teachers, researchers, etc.)<br />Universities are publishing content about their events and news<br />User comments are rare to be found, although they are allowed<br />Twitter emergence is moving many universities from blogging to microblogging<br />Communication is more bidirectional<br />Universities can follow future students activity and help them with their possible concerns with their new studies<br />Level of activity: Institutional Blog<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />18<br />13% Of institutional blogs<br />
  34. 34. <ul><li>Presence
  35. 35. Level of activity
  36. 36. Leaders
  37. 37. Bestpractices</li></ul>3. Web 2.0 in Spanish Universities<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />
  38. 38. Web 2.0 in Spanish Universities<br />Presence in Facebook, Twitter and YouTube is equally important to both public and private universities<br />Private universities intend to catch the users eye by using institutional blogs more than public universities do.<br />Leaders in social media (1)<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />20<br />
  39. 39. Web 2.0 in Spanish Universities<br />Private universities tend to have higher activity on all fronts<br />Twitter is the most active media in private universities<br />Conversations between universities and future students are very frequent<br />YouTube highest activity levels concentrate on private universities<br />Leaders in social media (2)<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />21<br />
  40. 40. <ul><li>Presence
  41. 41. Level of activity
  42. 42. Leaders
  43. 43. Bestpractices</li></ul>3. Web 2.0 in Spanish Universities<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />
  44. 44. Web 2.0 in Spanish Universities<br />Use at least Facebook, Twitter and YouTube<br />Update your content as much as possible:<br />Social networks -> every day<br />YouTube, Institutional Blog -> every week<br />Interact with your visitors<br />Propose discussions<br />Reply always to all users questions<br />Show them there is someone on the other side<br />Publish content of interest for your public<br />Do not try to sell anything directly<br />Try to think as your public, then offer something really interesting for them<br />Best practices<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />23<br />
  45. 45. Ideas to Take-Away<br />4. summary<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />
  46. 46. Summary<br />Ideas to Take-Away<br />(c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />25<br />2 main uses of Web 2.0 in HE<br />74%<br />13%<br />Facebook<br />Twitter<br />YouTube<br />Institutional<br />Blog<br />are present on<br />have an<br />Higher levels of<br />ACTIVITY<br />Higher levels of<br />ENGAGEMENT<br />IMPLY<br />“Do, or do not. There is no try.”<br />Doingpoorly and doing nothing leads to the same results.<br />PRIVATE universities are the TRENDSETTERS<br />NEEDto attract moreNEW STUDENTS<br />DRIVEN by<br />
  47. 47. (c) Oficina de Cooperación Universitaria, S.A. · www.ocu.es · info@ocu.es · Tlf.: 902.112.140 <br />Oficina de Cooperación Universitaria <br />Arequipa, 1, Pl. 5, 28043 MADRID <br />+34 913 822 140<br />info@ocu.es<br />www.ocu.es<br />

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