As content strategists, we are constantly seeking creative ways to tell our institution’s story in print publications, on the web and across social media. Our audiences don’t want to (and won’t) read marketing jargon and mission statements because they crave authentic, transparent and honest content they can trust, relate to and believe in. The beautiful thing about higher education is we have thousands of people on our campuses who are not just living our institution’s story – they are the story. Why not harness the power within that? When you encourage students to share their stories in their own voice and own way, they feel valued and, more importantly, know their experiences matter. This session showcases the benefits of heavy student involvement in the work we do and why it’s important to start building this relationship now. -Learn how to engage students in ways that earn their trust and foster more sharing. -Discover opportunities where you can inspire your students to tell their stories in ways that align with your institution’s content strategy. -Develop ways to make user-generated content just as valuable to those creating it as it is to us and our institution.

1. EMPOWERING
STORY
STUDENTSTO TELL YOUR INSTITUTION’S
Meg Bernier – St. Lawrence University

2. Today, I plan to…
• Share aspects of our successful content strategy
for print, web and social media
• Discuss what led to increased student
engagement and an incredible culture of sharing
• Demonstrate how we’ve made user-generated
content valuable to the creators & the institution
• Share what has worked and brainstorm what will
work for you and your institution

4. Our audience craves
authentic, transparent and
honest content they can trust,
relate to and believe in.

5. The beautiful thing about
higher education is we have
hundreds of people on our
campuses who are not just
living our institution’s story –
they are the story.

6. Why We Knew We Needed Students to Buy In
• Their stories resonate with all of our audiences
• They see us focus on admissions and alumni –
how could we make them feel like stars they are?
• If we celebrate their experiences, the more likely
they would be to share them
• Empowering and engaging students now will
lead to more engaged alumni

7. Print Publications
• Reached out to various offices on campus for
potential students we should include
• Interviewed 40 students (mostly in person) for
our admissions viewbook, travel piece and
visit day invitations
• Used their anecdotes where we needed them
• Edited for grammar and spelling only

10. Print Publications Featuring
Student-Generated Content
• Viewbook
• Admissions travel piece
• Visit day invitations
• Fundraising appeals
• Athletics viewbook (coming soon!)
• “We Are St. Lawrence” (by students, for students)

11. On the Website
• Short feature stories
–Third person,
interviews
• The St. Lawrence Blog
–Open to all students

12. But how could this translate into
our work with social media?
Image via http://www.edudemic.com

13. We had to find ways to
make sure our students
felt they were valued
and that their experiences
were important –
because they are!

14. Our students weren’t always
comfortable interacting with us
on social media.

15. Meet Kelly.

16. I needed to get out from behind the
computer and meet students face-to-face.
(Despite my awkwardness.)

17. Introducing the Student Social Media Team

18. How does the team work?
• Eight student members, three staff advisers
• Two from Student Life
• Completely volunteer
• Applications open once a year
• Meet once a week, but are constantly in touch
• Brainstorm, offer constructive feedback
• Not looking for “yes” people
• Event coverage

19. St. Lawrence on Instagram
• We engaged with our audience
• Liking and commenting
on photos
• Established a hashtag
• Sharing community content
• Built an audience by letting
students be the storytellers;
showed them we appreciated
their work

20. Then the team asked:
What was next?

21. @herewegosaints
Our student-run Instagram account

22. @herewegosaints
Our student-run Instagram account
• Run by a different student each week
• Students have direct access to the account
• Interested students go through a screening process,
then meet with myself & a student team member
• Added to the calendar based on their POV/story

23. @herewegosaints
Content Highlights

24. @herewegosaints
Content Highlights

25. How has it benefitted St. Lawrence?
• Authentic, engaging, real-time content
• Provides an inside look into life at SLU
• Event coverage
• Encouraged more students to share content
• Students running the account share that on
their networks
• Learned what matters to our students/other
audiences
• Engaged students become engaged alumni

26. What students running the account get out of it
• Knowing we want to celebrate their
experiences and perspectives
• Gain real-world experience into creating
content for a social media platform
• Educate them on content strategy
• Shifting what they share on their personal
accounts (and our followers, too)
• The likes, comments & being “SLU famous”

27. What our audiences get out of it
• Prospective students see St. Lawrence
through the students’ eyes
• Gives potential students a direct line to ask
students questions about specific
experiences
• For alumni, it’s nostalgic
• Current students learn about events,
other opportunities they weren’t aware of

28. Through @herewegosaints, we are letting
our students be the heroes in their own
stories, rather than the institution.

29. Other Ways the Team Helps Engage Students
Instagram Thank You Cards

30. Other Ways the Team Helps Engage Students
“Saints Go Social” Digital Identity Education Week
& Hockey Social Media Night

31. Other Ways the Team Helps Engage Students
Laurentian for Life Week

32. Other Ways the Team Helps Engage Students
Content Calendar for Finals Week

33. I’m a one-woman show.
I know I can’t do this
on my own.

34. Student involvement pushes me to be creative
and better at my job every day.
• They give me critical insight into the stories we need to
be telling so I can make sure St. Lawrence’s story aligns
with the student experience
• Their ideas and influence have significantly strengthened
the St. Lawrence brand in an
authentic way
• Other students know the team exists and likes knowing
student opinions and thoughts are not only valued, but
put into motion – they can see it in our work

35. This is what has worked for us.
What has worked or will work for you?

36. Questions?
(And thank you!)
Meg Bernier - @msteverb
St. Lawrence University
mbernier@stlawu.edu
weatheringthenorm.blogspot.com