Social Media for Education: Walk before you run - AMA Higher Education


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Presentation delivered by William Gaultier, CEO of e-storm and Kendra Losee, Vice Chancellor of Marketing for National University System on develop a strategic social media plan based on research with students, senior management, competitors.

A true way to get more strategic about social media beyond the tactics.

e-storm has developed this strategic framework for, sutter home, microsoft, pleo and many other organizations.

Enjoy! and let us know what you think?

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Social Media for Education: Walk before you run - AMA Higher Education

  1. 1. Walk Before You Run - What to Do Before Your University Embraces Social Media Presented to AMA HIGHER EDUCATION SYMPOSIUM 2010 San Diego, California
  2. 2. Agenda• Typical Social Media LifeCycle• Social Media Audit – How to get your organization onboard• Staffing/Resources• Content• Tactical Implementation 2
  3. 3. Timelines and phasesThe Social Media Lifecycle 3
  4. 4. Social Media Lifecycle Audit and Analysis Refine Strategy and and Integrate Social Planning Media Marketing Objectives Listen Develop and and Grow Deploy 4
  5. 5. 24 month Social Media FrameworkPromote university curriculum Month 15 Open EducationLeverage mobile and online solutions to further connectstudents with university services Month 12 Student ToolsSustained growth and retention in internal and externalcommunities Staff Adoption / Month 9 Community GrowthTo develop or not develop a behind-the-firewallcommunity for students,alumni, faculty and admin Month 6 Online CommunityCreate a virtual community via popular social mediaplatforms (Facebook, Twitter, LinkedIn, etc) Month 1 Social Media Brand Development 5
  6. 6. Building the Foundation for SuccessThe Social Media Audit 6
  7. 7. Social Media Audit – PurposeIDENTIFY social media platforms in use by Your Universitystakeholders, competitors, students, alumniANALYZE trends of social media in Higher EducationDISCOVER existing conversations about your University, yourcompetitors, the space you compete in – frequency and tonality –and best methods of engagementALIGN social media planning efforts with all online marketingactivities 7
  8. 8. Why a Social Media Audit• Outcome of a Social Media audit will help: – Determine a “built-to-fit” rollout strategy – Accurately position your programs to the right stakeholders – Ensure consistency in message 8
  9. 9. Step 1 – The Right Tools for the Job• Have a social media analytics tool do the heavy lifting – e.g. ScoutLabs, Attentio, Listen Logic, Meteor, Radian6, eCairn, Sysomos• Set up queries to track: – Your University’s brand terms, top 30 SEO terms – Your University’s top 15-20 popular degrees/courses – Competitors (who competes “traditionally” and “online”)• Use findings as a quantitative baseline 9
  10. 10. Step 2 – Interview Various Stakeholders• Assess internal awareness and potential of social media• Interview university admin at every level – Can they be your social media workforce? – From web developers up to chancellor• Interview professors – Do they use social media in the classroom? – Spread efforts across adjunct, assistant and tenured faculty• Interview students and alumni – Do they use social media to connect with fellow students/alumni? 10
  11. 11. Step 3 – Analyze the Conversations• Where are your stakeholders, competitors, students, alumni, industry engaging in conversations online?• Review information gathered to develop: – 5 low hanging fruit activities (immediate to 3 months) • Outline the rationale and expected results – 5 mid term activities (3-12 months) – 5 long term activities (over 1 year) 11
  12. 12. Step 4 – Develop Your Strategy• Use findings to establish your “Day 0” situation, and to develop strategies for: – Staffing – Content Development – Engagement – Measurement 12
  13. 13. Ensuring resources are alignedStaffing Strategy 13
  14. 14. Social Media Team – Hire in Phases Community Manager Liaison between the “external” university and “internal” stakeholders Content Manager Develops engaging content for communities Platform Manager Manages architecture of Your University community Director of Social Media Oversees all your social media activity 14
  15. 15. Social Media Team – Ideal Structure Stage I Community Reports directly to Marketing manager Internal Third-party Influencer Domain of responsibility Community? channels Channels (if applicable) 15
  16. 16. Social Media Team – Ideal Structure Stage II Director ofReports directly to Marketing Social MediaReports to Director of Social Community Platform Content Media manager Developer manager Internal Third- Community? Writers Producers Domain of responsibility party, influe (if applicable ncer channels 16
  17. 17. Expected relationship with other teams Communications/PR Department of IT Director of Social Media Content Manager Community Manager Platform Manager 17
  18. 18. Developing actionable contentContent Strategy 18
  19. 19. Content Strategy – What is it?“Content strategy plans for the creation, publication, and governance of useful, usable content.” – A List Apart, The Discipline of Content Strategy 19
  20. 20. What kind of content is there?Promotional Informational Educational Social• University and program • University news • Class material, university • Content generated by overviews, promotional releases, campus events non-commissioned student testimonials updates, media students and faculty interviews with faculty 20
  21. 21. Purpose of Content Strategy• Ensure sustainable brand development• Provide internal/external stakeholders with means to engage with the brand• Ultimately, actionable and engaging content will help your university with its core marketing objectives of: – Student retention – Brand awareness – Student acquisition 21
  22. 22. Typical Content Channels Proprietary Website:, Student Portal, etc. Community: Landing Page, Internal Community, Blog Third-party Media Sharing: YouTube, Flickr, iTunes University Social Networks: Facebook, LinkedIn, Twitter, Yelp Influencers Websites: RateMyProfessors, Wikipedia, Yahoo Answers Public opinion: General public, Bloggers, Tweeters 22
  23. 23. Content Strategy – Initial Steps?• Develop a social landing page• Create social media style guide• Begin monitoring and engaging through third-party/influencer channels with content and information – Higher Education Review sites – General Review sites – Social Networks and Communities 23
  24. 24. Ensuring brand consistencyMonitoring your online perception 24
  25. 25. HigherEd Review Sites – A Few ExamplesSITE SUMMARY METHODOLOGYCollege Prowler University review site Editors (self-appointed and for prospective college students) provide reviews studentsGetEducated Online EDU comparison Tuition costs are the basis site of most ratings, coupled with reviews from public (which are sparse throughout)Rate My Professors Most popular professor Students rate professors on rating service various criteria 25
  26. 26. HigherEd Review Sites – A Few Sources (cont’d)SITE SUMMARY METHODOLOGYStudent Reviews Student-run survey- Students rate universities focused college review through surveys, site questionnaires and commentsTheUniversityReview Review site for students Universities are given and alumni report cards based on rating of various criteriaUnigo Relatively new college “Insider scoops” are search portal complemented by editorialized profiles and reviews 26
  27. 27. General Review Sites – A Few SourcesSITE SUMMARY Community-driven Q&A Peer-to-peer question and site, with editorial answers pagesCitySearch Online city guide, Similar to Yelp, local providing reviews of students provide ratings local businesses and reviews of campus educationEpinions One of the first general Individuals offer ratings, consumer reviews sites pros vs. cons, and personal reviews 27
  28. 28. General Review Sites – A Few SourcesSITE SUMMARY METHODOLOGYWikipedia Largest Internet Community contributors community and editors oversee the encyclopedia siteYahoo! Answers Community-driven Peer-to-peer question Q&A site and answer, with best answers voted by othersYelp Largest local search Individuals rate and and reviews site review businesses 28
  29. 29. Content, Strategy, Measurement – What Next?Developing the Plans 29
  30. 30. Content Creation – University Blog Immediate Q1 Q2 Week 1 Month 1 Month 2 Month 3 Month 4Activity • Issue call for • Create private •Brainstorm • Integration with • Launch with first participation blog on hosted or editorial topics batch of 8-10 among faculty internal platform • Final blog design • Commission posts and staff • Construct complete pool of 20 generic • Determine • Develop blog wireframes and blog posts feasibility of strategy and plan integration plan individual faculty • Formulate • Invite all faculty and student blogs blogging to familiarize with guidelines, platform trainingMilestones • 10 confirmed • 30 general blog • 20 general blog • 2 new blog posts faculty and post topics posts ready for per week administration queued, outlined publishing • 10 additional bloggers confirmed bloggersResources / •Marketing • Marketing •Marketing • 3 faculty (5 hrs) • Content mgr(expected • IT • 3 admin (5 hrs) (30%)monthly • Content mgr • Community mgrbandwidth) (20%) (10%) • Community mgr (20%) 30
  31. 31. Content Management –Proprietary Channels Immediate Q1 Q2 Week 1 Month 1 Month 2 Month 3 Month 4Social Media • Develop • Deploy landing • Include Student • Transition • Promote bloglanding page wireframe page Commons (if landing page applicable elements into /appropriate) • Create high- • Deploy • Deploy social • Integrate level sitemap for refreshed minimal sharing features relevant posts integrating social social presence across into various elements on homepage (RSS, social pages bookmarks, etc) • Begin evaluating “social layer” solutionsResources / •Marketing •Marketing •Marketing •Platform mgr • Platform mgr(expected •IT (40%) (20%)monthlybandwidth) 31
  32. 32. Thank You!William Gaultier Kendra LoseeCEO Associate Vice Chancellore-storm international National University SystemTel.: +1-415-352-1214 Tel: 32