A digital vision: The impact of Web 3.0, social media and what it means for Monash University.

October 2012 Michelle Sawyer & Derek Brown Office of Marketing & Communications

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What is web 3.0? •  The digital race •  New pathways

Digital moves at an ever increasing rate. This is what’s happening now… “Over the next 10-15 years, the current public university model in Australia will prove unviable in all but a few cases.”

University of the future – Ernst & Young 2012^

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Massive increase in available online information^ • Freely available video tutorials on sites such as YouTube • Ivy League Universities are already giving away course content via online lectures and materials • Dedicated learning hubs such as Lynda.com are low cost and easy accessible

Digital technologies^ • Digital technologies will transform the way that education is delivered and accessed^ • They have will change the way value is created by higher education providers^ • They are also changing the way we reach prospective students

Peer-to-peer marketing • Digital has empowered consumer to consumer relationships • Easy to create websites, low cost SEM and social media have enabled entrepreneurs to become self marketers • Peer-to-peer websites are providing individuals with an avenue to generate startup budgets (crowd-funding)

^Sourced from “University of the Future” study by Ernst & Young, October 2012

Here is a realistic scenario that a potential future university student is now faced with…

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Maria uses various social media sites, like Facebook, to promote her products and business. She generates a network of prospective businesses and sells direct to them via

her website.

She purchases a small commercial grade printer and creates her website using WordPress. She posts freelance design jobs on an established LinkedIn group of graphic

designers. She finds product suppliers via eLancer.com.

She puts her idea for creating branded t-shirts and hats for companies on a ‘give $1’ website to fund her project and uses her networks to promote her idea.

Maria educates herself via low cost and free online webinars and tutorials. She also subscribes to leading business blogs and websites, and connects with fellow entrepreneurs

via social networks.

Digital

Maria buys paid ads on radio and in a leading small business magazine. Maria sources prospective business via cold calling and inbound calls, generating her earnings via

face-to-face meetings and product demonstrations.

Maria sources product suppliers and printers. She commissions a small graphic firm to build her website and create her branding. She hires an junior designer, part-time to

create her product designs in-house.

She finds an entry level position as a marketing assistant at a small to medium clothing manufacturer, to begin her career to build a war chest for her business.

Maria enrols in a 3 year full time bachelor degree in business, at a cost of approx. $30,000 plus 1 year IBL or work placement at Pacific Brands

Traditional

Maria has just finished high school. One day, she wants to have a career in the clothing industry. Maria has two different pathways that can help her achieve that goal.

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What is Social Media? •  A Shift in the Media Landscape •  The Social Media Marketing Curve •  The New Digital Currency •  Social Media Optimisation (SMO) •  Social Media Implementation Matrix

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A shift is happening in the media landscape and this is what it looks like…

Digital and social media Owned media Niche marketing Owned audiences User generated and shared content Global reach Multiple small objects

Traditional media Bought media Mass marketing Bought audiences Owned content Local reach Minimal large objects

Incr

easi

ng D

iminishing

Resource & Budget

Unlike a traditional marketing “short tail” curve, a social media curve is a long tail…

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The Social Media Curve* is influenced by longevity rather than short bursts of activity. This is achieved through consistent posting across a combination of distribution channels, providing a variety of hosted content and sharing content via a central hub (see next slide).

These graphs were created by Australian social media expert, Laurel Papworth. She was listed in Forbes 2012 Top 50 Social Media Influencers globally. *Graphs are by Laurel Papworth (Silkcharm), sourced from her Diagram set on Flickr.

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Lists and reputation are key assets for universities with social media…

Lists – owned audiences • CRM Lists • Social Networks • Facebook Likes • Twitter Followers • LinkedIn Followers • Google+ Circles

Reputation – global reach • Shared Content and Information • Research • Lectures

• Networks • Staff • Students & Alumni • Industry

• Thought Leadership • High Profile Staff & Alumni • Monitoring Industry Trends • Media Opinion

You’ve probably heard about SEO; social media has it’s own acronym - SMO…

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SMO: Engagement, Brand Reputation and Global Reach

Website Social Media Optimisation

Social Media Channel

Optimisation

Content Optimisation

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To win with social media, you need to know the rules…

Start small Who you follow is an

important as who follows you

Never post a piece of content that has no

context or value Be consistent

Digital is a forever medium 1. Listening to the conversation: Risk Mitigation, Policy, Planning and Monitoring

2. Joining the conversation: Branding and Reputation

3. Shaping the conversation: Scheduling, Reach and Frequency

Social Media Implementation Matrix

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What is Our Strategy? •  Structure •  Integration •  Reputation •  How it all comes together

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Social media has shown the world what it means to be connected and a social media structure within a business is no different…

MONASH UNIVERSITY

(MARKETING COMMS)

FACULTIES & DEPARTMENTS

(MARKETING COMMS)

INTERNATIONAL CAMPUSES

(MARKETING COMMS)

•  All social channels are connected. If there’s a problem with one of the cogs, it will flow on and impact them all.

•  Shared content. Through using shared hosting platforms, content can be easily used by any cog.

•  Multiple cogs make light work. Having a larger distribution network will increase potential reach and virility.

•  The biggest cog leads. Strategy flows down from the largest cog to the smaller cog, to keep consistency.

•  Small cogs help to grow and segment audience. Leveraging of the larger cog’s broader audience, the smaller cogs provide audience segmentation and increase overall audience reach.

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A small object’s purpose should be to do more than sit in a single place...

Content Hosting Channels

• YouTube for video • Flickr for images • Visual.ly for infographics • Scribd for PDFs • SlideShare for PPTs

Hub • Monash Website • Blogs

Content Distribution Channels

• Facebook for branding and discussion • Twitter for news and events • Paper.li for Twitter lists • Storify for #hastags

• LinkedIn for branding, news and events • Google+ for branding and discussion

Content Distribution Model

Social media is about sharing, so it’s vital that what we share is a positive representation of our brand…

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Voice (Channels) •  If Monash was a person, who would they be, what would they talk about, what are

their interests, etc. •  Social media has changed the way people connect with brands, and added a

tangible element that they are no longer just an entity

Guidelines •  Information that was once restricted for internal use is becoming more easily

accessible in the digital age, so it is important to be preemptively open and disclose certain policies and procedures externally

•  Externally available guidelines should be high level and brief •  As an educational institution, it is even more relevant for us to be ahead of trends

and leading the way on policy, which should include social media

Content •  As the purpose for content is to be shared, we need to ensure that the material is

easily recognisable as Monash University •  Branded content can also help to prevent theft of Intellectual Property •  What type of content we share will define our perception as an educational leader

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Collectively, they will help us to achieve the audience engagement we are looking for…

Audience & Engagement

– Positive Brand Advocacy

Structure - Cogs

Reputation – Voice, Guidelines & Content

Integration – Content Distribution Model

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Who should we pay attention to and why?

•  Researchers •  Influencers •  Universities

When social media has only been used as a business tool since 2007, how do we know who’s really on the right track …

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Ernst & Young • Published “University of the Future” study on the current university model and if it will be viable in the future. • Study was undertaken by interviewing 40 senior executives, including 15 Vice-Chancellors from more than 20

universities.

IBM • Held Global CEO Study in 2012 called “Leading Through Connections” • Discussed topics including “Why more CEOs need to be online”, “Employees empowering employees” and “Amplifying

innovation through partnerships”.

Richard Branson • All round innovator, runs a regular blog on LinkedIn. • Specific blog to read, “Why Aren’t More Business Leaders Online?” available here.

Laurel Papworth • Laurel was listed in Forbes Top 50 Social Media Influencers globally and was named “Head of Industry, Social Media”

for Australia by Marketing Magazine. • She is not only a social innovator, but a digital innovator and shares her marketing models and knowledge via her

social platforms.

Ivy League Universities • Harvard University are now releasing shared material across a number of their social channels, including YouTube that

would normally be reserved for only students or alumni. •  Yale University’s Facebook Page has over 330,000 fans. They post on a variety of topics that promote not just their

university, but surrounding town, cultural icons and other topics that relate to a macro audience.