harnessing social media to engage new audiences and · engage new audiences and kick-start alumni...
TRANSCRIPT
Harnessing social media to
engage new audiences and
kick-start alumni networking
Guy Collender, Georgina Brooke,
Victoria Savage
Tuesday 24 March 2015
Overview
• Introduction to social media
• Straw poll
• Social media at Oxford
• Engaging alumni
• Questions, discussion and networking
Introduction
• Creation and sharing of online content
• A brief history
• 1990s: Information superhighway
• Noughties: Facebook, Twitter
• 2010 onwards: The Social Network, Instagram,
Snapchat
From broadcast…
To engagement…
And proliferation
Worldwide phenomenon
• If social media channels were countries…
• China: 1.35 billion
• Facebook: 1.3billion
• India: 1.2 billion
• Twitter: 646 million
• LinkedIn: 347 million
• United States: 318 million
• c. 1200: Beginnings of Oxford University
• 2004: Beginnings of Facebook
• Proliferation and success of social media channels at
Oxford
• Inevitable tension between tradition and innovation
From the global to the local
Best practice, insight and strategy
Georgina Brooke
Digital Content Editor
Digital Communications Team, Public Affairs Directorate
1Creating a social media strategy
2 Writing good social media content
3 3 new social media innovations from PAD
Promote brand affection by surfacing rich
media and images
Create more publicity for your departmental
news, events or interesting new resources
or content
Meeting your objectives
• Telling Oxford stories
• Brand affection
This is where our social media
strategy grew from
Telling research stories effectively
• What does your audience want from you?
• How much capacity do you have? (content +
time)
• Are you currently talking to the right people?
Guiding principles
SOCIAL MEDIA CONTENT WHAT WORKS
Reach
Reach
Stay aware of changes in social media
algorithms/ updates
Creating a dialogue with your audience
• Show them something
they wouldn’t otherwise
see
• On brand, appropriate tone
Adding value
• Liberal favouriting of fan posts
• Being obviously engaging and monitoring
what’s being said (Tweetdeck: free)
Being responsive
NEW PAD SOCIAL MEDIA INNOVATIONS
Cloud based, open access Content Calendar for University participation
Social Media Hub
Facebook Group
Cloud based, open access Content Calendar
for uni participation
Facebook Group
www.facebook.com/groups/860452704000408/
ENGAGING ALUMNI VIA SOCIAL MEDIA
Guy Collender
Head of Alumni Communications and Marketing, Alumni Office
Victoria Savage
Marketing Officer, Alumni Office
Sharing social media content
• Tailoring messages to alumni audience
• Feedback
Professional networking
• Oxford Alumni Community
• Secure and trusted: only verified alumni can join
• Social media sign-on and integration
• Advanced functionality: jobs, mentoring, Directory,
updates etc.
• Bespoke platform
User profile
Make
your next
career
move
Identify a mentor and share expertise
Post and discover events
Early feedback and usage
“Overall feel of the site is bold,
strong and interesting – it is
definitely Oxford-branded,
but in a more modern,
professional way.”
Phased launch
• First phase began 23rd February: BBIS account holders,
young alumni
• March: OT Extra, Alumni Office website, social media
• April: print issue of Oxford Today
• Ongoing: cross-promotion by Colleges and
Departments
Get involved
• Sign up as:
• An alumna/alumnus
• Departmental/College contact
• Share your expertise, become a mentor
• Post content: jobs, events, updates, news
• Promote the platform via Departmental/College websites,
newsletters and social media
QUESTIONS, DISCUSSION AND NETWORKING
Visit us and stay in touch
• [email protected] x. 11616
• [email protected] x. 80536
• [email protected] x. 11613
• www.facebook.com/the.university.of.oxford
• www.alumni.ox.ac.uk
• www.oxfordalumnicommunity.org