digital storytelling: harness the power of student social media
TRANSCRIPT
Digital Storytelling: Harness the power of student social media
Rachael Capuano, CISabroadFrancesca Schenker, Sacred Heart University
Zachary Macinnes, Trinity CollegeKaren Carswell, CISabroad
Agenda● Introductions● Learning objectives● Audience survey ● Overview of social media platforms● Institution profiles● Case studies● Successful initiatives● Brainstorming session - challenges & solutions
Presenters
Rachael Capuano, CISabroadNew England University
Relations [email protected]
Favorite Social Media Platform: Instagram
Francesca SchenkerSacred Heart UniversityAsst. Dir. Global Affairs
Favorite Social Media Platform: Instagram
Karen Carswell, CISabroadMarketing Manager
Favorite Social Media Platform: Instagram
Zachary Macinnes, Trinity CollegeOutreach Coordinator and Short-
Term Study Abroad [email protected]
Favorite Social Media Platform: Instagram
Learning Objectives1. Understand and identify key social media platforms that
students use while abroad.
2. Identify ways to generate, collect, and distribute student content for marketing and educational purposes. #generationstudyabroad
3. Learn about current social media initiatives in the field
4. Understand the concept of a social media editorial calendar
5. Create a social media marketing plan on how to use social media to recruit students at one's own university/IEO.
Audience Survey
Balance
So, what do your students use?
Facebook, Instagram, Twitter, WordPress, Flickr, Vimeo, Snapchat, Pinterest, YouTube
Institutional Profile: Trinity College
Office of Study Away: Trinity College
Case Study: Trinity College On-Site Global Ambassador Program
Case Study: Trinity College Rome Campus 45th Anniversary● Long-term collaboration with other offices:
○ Communications, Development, Admissions
Institution Profiles: Sacred Heart University● Independent Catholic institution in Fairfield, CT
● 4,200 Full time undergraduate students, 2,800 graduate students
● Mission: assist in the development of human beings and of society by preparing its students to live in and make their contributions to the global community.
Office of Global Affairs
● 3 full time staff: Executive Director, Assistant Director, and Global Campus Recruiter
● 2 international campuses in Dingle, Ireland and Luxembourg
● Partner schools (Rome, Australia, London, and more), faculty-led programs, and some providers
● 300 students abroad annually, mostly short-term programs
Social Media Facts
Twitter● Created January 2015● July 2015: 156● October 2015: 176
13% increase in 2 months
Instagram● September 2014: <100● September 2015: 481
>300% increase in a year
Case Study: Sacred Heart University
Posts of Big Red abroad
Global Ambassador of the Week
Successful InitiativesStudent Blogs
Marketing & Communications Dept.
Marketing & Communications
Institution Profile: CISabroadWho are we?
Since 1999, CISabroad, Center for International Studies, has been providing college students with the opportunity to do a year, semester, summer, or internship abroad to gain international experience, cultural immersion, and internationalize their undergrad degree.
2,000+ enrolled students in 2014-2015
44 U.S. based staff, 1 Marketing Manager
70% of our students receive CISabroad scholarships
North AmericaHawaiiCentral AmericaCosta RicaSouth AmericaEcuadorPeruArgentinaEuropeUK (England, Ireland, Scotland)FranceGermanySpainItalyCzech RepublicGreece
AfricaGhanaSouth AfricaMorocco (Multi-Country)AsiaChinaOmanThailandTurkey (Multi-Country)AustraliaTownsvilleMelbourneNewcastleSydneyGold CoastNew ZealandWellington, North IslandDunedin, South Island
Case Study: CISabroad#1 Takeaway: Prepare students for their digital journey and utilize on-site staff &
students for their authentic experience!
Travel Blogger Scholarship
Successful InitiativesPhotojournalist/ Videojournalist Scholarship
Instagram Takeover
Successful InitiativesOn-site Photo ContestAlumni Ambassadors
Takeaways: Tips for Successful Student-Led Media● Empower
○ Students: you’re the expert○ Resist the urge to post on their behalf○ Create and share platforms that are easy to use
● Educate○ What are their goals? Why should they be investing time in doing this?
● Guide○ Policies are important - write it down!
● Monitor○ Mechanisms for delivering feedback and arranging for periodic check-
ins
● Control ○ Carefully document and access and record log-in information ○ Use any office funds as incentive for students. $50 gift card = 50 photos!
Tips for Successful Cross-Campus Collaborations
● Understand the Big Picture○ How does study abroad fit into your
campus culture?○ Get to know other offices - goals,
personalities, processes, etc.
● Articulate and Educate ○ Develop an “office elevator pitch”
○ Why should they be investing time in you?
○ E.g., total revenue generated, contribution to
fulfillment of your institution’s mission, etc
What will work for YOU? Brainstorming session.Identify the challenges and opportunities at your institution.
Marketing Strategies and Tools
Coupon: HOOT415IN1 (60 day trial)
About $10 a month
Social Media Editorial Calendar FREE
Work study/ ALUMNI FREE
Dropbox FREE
Editorial Calendar Date Channel Message Link Notes
Monday, Nov 2 FB, Twitter, Instagram Study Abroad Application Deadline
http://www.cisabroad.com/application-deadline
post every year
Tuesday, Nov 3 FB, Twitter, Instagram Travel Tip Tuesday!Send a postcard to your study abroad office.
Image of a postcard Get on popular hashtags on campus!
Wednesday, Nov 4 FB, Twitter, Instagram What does “Study” in Study Abroad really mean?
link to blog article, current student testimonial
Thursday, Nov. 5 FB, Twitter, Instagram Meet the Staff! Come into the office - we don’t bite.
Link to blog
Friday, Nov 6 FB, Twitter, Instagram Ready to survive a long plane ride?
Link to a buzzfeed article/ matador network
Promote China
Questions?
THANK YOU. Shukran GRACIAS gràcies (GRAH-syuhs) TAK merci DANKE mahalo GRAZIE Xièxiè KOP KHUN