digital campus @ unil nov 14 2014

How is Swiss Academia using Social Media?

Initiative of the State Secretariat for Education, Research and Innovation SERI Annex of the Consulate General.

Swiss Knowledge Network with outposts in Boston, Bangalore, San Francisco, Rio de Janeiro, Shanghai and Singapore.

November 11, 2014

Results from our annual survey

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Audience Size Importance of Social Media Social Media Channels Strategies, Tools, Policies Recap

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0 5,000

10,000 15,000 20,000 25,000 30,000 35,000 40,000

EPFL

EH

L UZ

H HS

G ET

H UN

IBE

UNIL

UNILI

UNIGE

UNIBAS

UN

INE

USI

ZHdK

EC

AL

UNIFR

HEAD

HE

VS

HSLU

ZH

AW

HEMU

SUPS

I UN

ILU

HWZ

HESS

O HE

IG-VD

HEG

HTW

FHNW

EL

S HS

R FH

S PH

ZH

HEM

BFH

EIAF

R FF

HS

HEPIA

HEDS

PH

LU

ECAV

NT

B EE

SP

HEDS

FR

HE-ARC

PH

ZUG

Facebook | Likes

! Universities keep growing their audience

! EPFL, EHL, UZH and HSG still among the most liked

! ETH established a very strong presence in 6 months

40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000

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Twitter | Followers

! Most followed are still EPFL, ETHZ, and UNIGE, all have more than 5,000 followers

@EPFL

@EPFL

_en

@UNIG

Enew

s @ET

H @ET

H_en

@unil

@uzh_

news

@HSGS

tGall

en

@hslu

@unibe

rn

@UniB

asel

@USIne

ws

@unifr

@EHLn

ews

@UniN

euch

atel

@ZHAW

@ec

al_ch

@UniLu

zern

@fhhw

z @FH

NW

@HEAD

GENE

V@HT

W_C

hur

@hes_

so

@bfh_

hesb

@uni_l

i

@uzh_

news

_en

@heigv

d @ph

zuer

ich

@hess

ovala

is @zh

dk

@EPFL

live

@sups

i_ch

@phluz

ern

@FFHS

@PH

_Zug

@UniB

asel_

en

@PHTG

Kreu

zlin

@PHTG

Kreu

zlin

7,000

6,000

5,000

3,000

2,000

1,000

4,000

8,000

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Where You Can Find Additional Data For more numbers and charts, download your report at socialmediaswitzerland.org/participants

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Survey results •  We asked communications departments at all Swiss

universities about how they use and manage social media •  52 emails sent; 20 responses (8 universities/federal

institutes, 12 universities of applied sciences) •  Fourth annual survey (conducted in 2011, 2012, 2013, and

2014)

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Social Media has come a long way since 2010

21%

42%

62% 56% 58%

2010 2011 2012 2013 2014

Yes, social media is a priority at our institution

! 2012 was a big year for social media in Switzerland

! More established at this time, but still not a priority for all

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2012 2013 2014

Strongly agree Agree Disagree somewhat Disagree Strongly disagree

Acceptance is rising

“Acceptance for the use of social media at my institution is very low (among my internal audience)”

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Everyone has it in their communications strategy

“Social media is an integral part of our communications strategy”

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2012 2013 2014

Strongly agree Agree Agree somewhat Disagree somewhat Disagree Strongly disagree

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Money is flowing away from traditional channels

Have you shifted budget to social media in 2014? ! 32% say yes

! 28% say no, but they plan to move some budget soon

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However, for many this is not enough

“I think we should use social media more at our institution”

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2011 2012 2013 2014

Strongly agree Agree Agree somewhat Disagree somewhat Disagree Strongly disagree

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Institutions see the benefits, but there are still barriers

! 58% strongly agree that social media has great potential for achieving goals at their institution

! But many could still do better, if they wouldn’t face…

…Lack of resources (84%)

…Lack of knowledge (10%)

…Lack of support from supervisor (26%)

…Concerns over loss of content control (10%)

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Which channels are you using?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

Face

book

Twitte

r

Linke

dIn Blog

Podca

sts (iT

unes

U)

Fours

quare

YouT

ube

Flick

r

Google

+ Xing

Instag

ram

Pintere

st

Yammer

Snapch

at

Which type(s) of social media does your institution use? (choose all that apply)

! Top 4 remain the same (FB, YT, Twitter, LinkedIn)

! Pinterest is up (5% in 2013), and so is Instagram (39% in 2013)

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What we can expect to see in 2015

How many plan to set up new channels?

! 26% Instagram

! 16% Blog

! 10% YouTube

! 5% Pinterest

Google+

Snapchat

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Are Google+ and Pinterest not worth the effort?

Which channels are successful?

! 100% Facebook

! 84% Twitter

! 68% YouTube

! 53% LinkedIn

! 53% Instagram

! 16% Google+

! 5% Pinterest

è 50% think it is challenging to measure the return of investment of social media

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What’s new in terms of managing?

! Most (74%) do it all in-house, relay on internal expertise

! Content is mostly planned (63%), not spontaneous

! Everyone has some sort of content strategy (26% even a formal one)

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More and more get students to help out

! 68% hire a student or interns to help out with social media (vs. 44% in 2013)

! But experts are still needed, 55% have a social media manager (vs. 39% in 2013)

! 79% say that “an expert is essential to the successful implementation of social media” (vs. 57% in 2013)

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Many use tools to manage channels

! 58% Hootsuite

! 47% Tweetdeck

! 42% Radian6

! 10% SocialBro

! 10% Buffer

! 5% Meltwater Buzz Engage

! 5% Crowdbooster

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①  Social Media has found its place and budget, and is an integral part of communications

②  But lack of resources (time & staff) is still challenge no. 1 ③  Facebook and Twitter are still dominating, but the options

are expanding with Instagram and Pinterest ④  ROI is still a mystery to half of the respondents ⑤  Institutions have the internal knowledge and don’t relay too

much on outside help ⑥  Content is much more planned and content strategies are

not unusual

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Thank you!

Let us know if you would like the full survey results

digital campus @ unil nov 14 2014

Social Media

use of social media

types of social media

social media manager

new channels

traditional channels

policies recap

internal audience

institution use