social media for higher education - akolade · 2 t || 61 2 9247 6000 f 61 2 9247 6333 e |...
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ATTEND THIS PRACTICAL CONFERENCE AND LEARN HOW TO:• Drive current and prospective student engagement through a
comprehensive social media strategy
• Produce creative cutting-edge video content with limited budgets and resources
• Measure the impact of your social media campaigns to inform and shape your strategy
• Gain a competitive edge by forecasting future social media trends
• Implement practical, brand-building social media strategies from cross-sector leaders
T | 61 2 9247 6000 F | 61 2 9247 6333 E | [email protected] W | akolade.com.au Produced by: 1
EXPERT SPEAKERS:
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3rd-5th May 2017 I Sir Stamford at Circular Quay, Sydney
Driving engagement and organisational growth through social media strategies
Social Media forHigher Education
Robert BochnakDirector of Social Media - Office of Alumni RelationsHarvard Business School, USA
Shannon KliendienstA/g Chief Marketing Officer, Director of CommunicationsMacquarie University
Callista ThillouExecutive Director, Office of Communication and EngagementFlinders University
Dr Aidan BurkeDirector - Office of Corporate Communication and Public RelationsUniversity of Southern Queensland
Julia ScottDirector - Media and External CommunicationsSwinburne University of Technology
Dr Collette SnowdenProgram Director - Communication and MediaUniversity of South Australia
Brad PidgeonAssociate Director, Marketing ChannelsUniversity of Western Sydney
Jenna BradwellStudent Marketing Officer, Social Media SpecialistUniversity of Sydney
Nicole SwansonSocial Media ManagerUniversity of Western Sydney
Natalie DelamontSocial Media OfficerUniversity of the Sunshine Coast
Alice CoomansSocial Media ManagerCharles Sturt University
Clayton WehnerDigital StrategistTAFE South AustraliaDirectorbluetrain
Malini SietaramGlobal Head of Content and Social MediaeBay Classifieds
Benjamin StavertHead of Social MediaNetwork Ten
Katherine GennusaSocial Media Manager - News LocalNews Corp Australia
Alex AkehurstHead of Social MediaMedibank
Travis MayEducation Industry Lead AustraliaLinkedIn
Julie DelaforceGeneral ManagerQuiip
Emily CurlewisSocial Media and Consumer Communications LeadPayPal Australia
Media Partner:
T | 61 2 9247 6000 F | 61 2 9247 6333 E | [email protected] W | akolade.com.au Produced by: 2
Social Media for Higher Education
CONFERENCE DAY ONE | WEDNESDAY 3RD MAY 20178:00 Registration opens
9:00 Opening remarks from the Chair Dr Aidan Burke, Director - Office of Corporate Communication and Public Relations, University of Southern Queensland
Building your social media strategy
9:10 INTERNATIONAL CASE STUDY The Harvard Way - Lessons from an Ivy League college on achieving continual growth through social media • Developing and implementing social media strategies to achieve ongoing progression in audience size and engagement • Creating and managing measurement tools to assess the ROI of social media activities • Determining best social avenues to pursue by evaluating campaign efficiency Robert Bochnak, Director of Social Media - Office of Alumni Relations, Harvard Business School, USA
9:50 Aligning your social media strategies with your organisational strategy • Breaking down departmental silos to develop a unified internal approach to social media • Addressing common challenges faced when integrating social media • Breaking down the business value of your social media plan Shannon Kliendienst, A/g Chief Marketing Officer, Director of Communications, Macquarie University
10:30 Morning refreshments
11:00 CROSS SECTOR CASE STUDY Thinking outside the (TV) box: Building your brand through social media • Identifying the elements of a highly successful digital media strategy • Lessons for the education sector from a private sector industry leader • Improving social reach and engagement through compelling online channels and content Benjamin Stavert, Head of Social Media, Network Ten
11:40 CASE STUDY When social media goes wrong: Responding to online crises swiftly and appropriately • Analysing negative online situations and the best course of response to each • Equipping your organisation with the right set of tools to identify signs of trouble online • Using platforms as an influencing component to address client concerns Dr Aidan Burke, Director - Office of Corporate Communication and Public Relations, University of Southern Queensland
12:20 PANEL DISCUSSION Social selling: Hacks for reaching and engaging with your target market • Personalising content to shape the student experience • Segmenting the market to create tailored and impactful interactions • Perfecting the art of relationship building to drive brand loyalty and acquisition
Panellists: Robert Bochnak, Director of Social Media - Office of Alumni Relations, Harvard Business School, USA Clayton Wehner, Digital Strategist, TAFE South Australia and Director, bluetrain Shannon Kliendienst, A/g Chief Marketing Officer, Director of Communications, Macquarie University Natalie Delamont, Social Media Officer, University of the Sunshine Coast Emily Curlewis, Social Media and Consumer Communications Lead, PayPal Australia
1:00 Networking luncheon
Exploring emerging trends and new platforms
2:00 CASE STUDY Oh Snap! Driving student engagement through Snapchat • Embracing the time limit as an opportunity for ‘snappy’ content • Portraying your university culture by building your organisation’s brand • Unlocking the full potential of Snapchat through takeovers, mini campaigns and user-generated content Natalie Delamont, Social Media Officer, University of the Sunshine Coast
2:40 CROSS SECTOR CASE STUDY Delving into the world of virtual and augmented reality • Transporting users into a virtual world by offering an immersive audio-visual environment • Delivering alternative engagement methods anywhere, anytime • Implementing creative approaches to build interactive engagement strategies • Leveraging engaged audiences in your remarketing Alex Akehurst, Social Media Manager, Medibank
3:20 Afternoon refreshments
3:50 Leveraging LinkedIn to expand your market-scope and build enrolment campaigns • Exploring new content marketing strategies and refining your social media marketing tactics • Generating quality enrolment leads which translate to revenue • Forecasting content trends and remaining digitally agile to sustain competitiveness Travis May, Education Industry Lead - Australia, LinkedIn
4:30 Leading a Digital Team: How to create a high performing digital marketing function for your business • Producing a digital strategy – not just social media strategy - for your organisation • Hiring the right people and establishing a high performing team culture • Adopting an ‘Agile Organisation’ approach – customer -centricity, design thinking and continual improvement Clayton Wehner, Digital Strategist, TAFE South Australia
5:10 Closing remarks from the Chair and end of day one
9:50 Producing effective, targeted content on a lean structure • Enhancing rich media capability to enrich student story telling • Structuring up media by incorporating input from other departments and student bodies • Syncing social platforms to expand market reach Julia Scott, Director - Media and External Communications, Swinburne University of Technology
10:30 Morning refreshments
11:00 CROSS SECTOR CASE STUDY Creating engaging video with limited resources • Mastering professional video creation strategies to attract prospective students • Working with staff to produce effective strategies for audience engagement • Introducing your ‘champions’ to drive impact, clicks and shares • Identifying and capitalising on key factors that make videos shareable Katherine Gennusa, Social Media Manager - News Local, News Corp Australia
11:40 Driving engagement through digital storytelling by students for students • Taking the work out of content creation by putting students at the helm • Enhancing the student experience by capturing memorable moments • Crafting content to appeal to current and prospective students Alice Coomans, Social Media Manager, Charles Sturt University
12:20 SNAPCHAT CASE STUDY Developing agile campaigns to migrate where the conversations are happening • Establishing your campaign’s goal- engaging and retaining • Enhancing the student experience and building a following • Leveraging new channels to diversify your engagement methods Jenna Bradwell, Student Marketing Officer, Social Media Specialist, University of Sydney
1:00 Networking luncheon
Likes, Comments and Shares - Measuring the impact of your social media campaigns
2:00 PANEL DISCUSSION Assessing your social media ROI to accelerate your organisation’s growth • How much is social media really impacting enrolments? • Using social media as an engagement tool which drives enrolments • Strategies to communicate the ROI of your campaign to the executive team
Panellists: Alice Coomans, Social Media Manager, Charles Sturt University Julia Scott, Director - Media and External Communications, Swinburne University of Technology Brad Pidgeon, Associate Director, Marketing Channels, University of Western Sydney Malini Sietaram, Global Head of Content and Social Media, eBay Classifieds
2:40 Forecasting future trends to drive student acquisition and retention • Predicting global disruptive trends which will impact the social experience • Evaluating emerging social platforms and identifying the most suitable for your goal • Responding to change and achieving continuous improvement Dr Collette Snowden, Program Director - Communication and Media, University of South Australia
3:20 Afternoon refreshments
3:50 CROSS SECTOR CASE STUDY Building a data-driven social media strategy • Finding relevant data to inform your social media campaign • How to use data to broaden your market-scope • Leveraging different types of data to achieve long-term results Malini Sietaram, Global Head of Content and Social Media, eBay Classifieds
4:30 Implementing successful amplification strategies to drive your message forward • Exploring actionable strategies to expand your audience • Establishing your brand firmly among leading higher education providers • Creating new opportunities to drive leads and sales
Brad Pidgeon, Associate Director, Marketing Channels, University of Western Sydney Nicole Swanson, Social Media Manager, University of Western Sydney
5:10 Closing remarks from the Chair and end of day two
CONFERENCE DAY TWOTHURSDAY 4TH MAY 2017
8:00 Registration opens
9:00 Opening remarks from the Chair Jenna Bradwell, Student Marketing Officer, Social Media Specialist, University of Sydney
Producing engaging and impactful content
9:10 Developing your university’s profile through social media to drive engagement with prospective students • Implementing digital-first campaigns focused on brand development • Using interesting, engaging (and quirky) content to drive prospective student interest • Putting students at the centre of the uni-verse with social media Callista Thillou, Executive Director, Office of Communication and Engagement, Flinders University
T | 61 2 9247 6000 F | 61 2 9247 6333 E | [email protected] W | akolade.com.au Produced by: 3
Social Media for Higher Education
CONFERENCE DAY TWO | THURSDAY 4TH MAY 20179:50 Producing effective, targeted content on a lean structure • Enhancing rich media capability to enrich student story telling • Structuring up media by incorporating input from other departments and student bodies • Syncing social platforms to expand market reach Julia Scott, Director - Media and External Communications, Swinburne University of Technology
10:30 Morning refreshments
11:00 CROSS SECTOR CASE STUDY Creating engaging video with limited resources • Mastering professional video creation strategies to attract prospective students • Working with staff to produce effective strategies for audience engagement • Introducing your ‘champions’ to drive impact, clicks and shares • Identifying and capitalising on key factors that make videos shareable Katherine Gennusa, Social Media Manager - News Local, News Corp Australia
11:40 Driving engagement through digital storytelling by students for students • Taking the work out of content creation by putting students at the helm • Enhancing the student experience by capturing memorable moments • Crafting content to appeal to current and prospective students Alice Coomans, Social Media Manager, Charles Sturt University
12:20 SNAPCHAT CASE STUDY Developing agile campaigns to migrate where the conversations are happening • Establishing your campaign’s goal- engaging and retaining • Enhancing the student experience and building a following • Leveraging new channels to diversify your engagement methods Jenna Bradwell, Student Marketing Officer, Social Media Specialist, University of Sydney
1:00 Networking luncheon
Likes, Comments and Shares - Measuring the impact of your social media campaigns
2:00 PANEL DISCUSSION Assessing your social media ROI to accelerate your organisation’s growth • How much is social media really impacting enrolments? • Using social media as an engagement tool which drives enrolments • Strategies to communicate the ROI of your campaign to the executive team
Panellists: Alice Coomans, Social Media Manager, Charles Sturt University Julia Scott, Director - Media and External Communications, Swinburne University of Technology Brad Pidgeon, Associate Director, Marketing Channels, University of Western Sydney Malini Sietaram, Global Head of Content and Social Media, eBay Classifieds
2:40 Forecasting future trends to drive student acquisition and retention • Predicting global disruptive trends which will impact the social experience • Evaluating emerging social platforms and identifying the most suitable for your goal • Responding to change and achieving continuous improvement Dr Collette Snowden, Program Director - Communication and Media, University of South Australia
3:20 Afternoon refreshments
3:50 CROSS SECTOR CASE STUDY Building a data-driven social media strategy • Finding relevant data to inform your social media campaign • How to use data to broaden your market-scope • Leveraging different types of data to achieve long-term results Malini Sietaram, Global Head of Content and Social Media, eBay Classifieds
4:30 Implementing successful amplification strategies to drive your message forward • Exploring actionable strategies to expand your audience • Establishing your brand firmly among leading higher education providers • Creating new opportunities to drive leads and sales
Brad Pidgeon, Associate Director, Marketing Channels, University of Western Sydney Nicole Swanson, Social Media Manager, University of Western Sydney
5:10 Closing remarks from the Chair and end of day two
Workshop A I 9:00AM – 12:00PMCreating rich content with limited resources to improve the scope of potential students It is vital your social media strategy is focused on creating and distributing valuable and relevant content. By harnessing the power of online content, you can build your online following which will, in turn, drive student recruitment and engagement. Reasons to attend this workshop - learn how to:• Create engaging content to stimulate audience interaction• Tailor social media content strategies to meet audience
expectations• Produce targeted, informative and well-polished digital content
under budget constraints• Generate big content with a small team• Create a solid and growing audience through cutting-edge
content
POST-CONFERENCE WORKSHOPSFRIDAY 5TH MAY 2017
Facilitator:Clayton WehnerDigital Strategist, TAFE South Australia and Director, bluetrain
Workshop B I 1:00PM - 4:00PMUsing Social Media Monitoring to develop your reputation and online presence Your brand lives and breathes through your online networks 24/7 so it’s crucial to have the right practices in place to ensure your social media is achieving your goals - even while you’re sleeping. By determining how your target audience is interacting with your platforms you can optimise your strategies to maximise engagement, develop your reputation as a quality education provider and foster your online presence.Reasons to attend this workshop - learn how to:• Manage your brand across multiple networks and creating
conversion opportunities• Monitor your social accounts including manually checking the
activity on your networks• Gain real-time customer analysis insight to streamline your social
media activity• Interact daily with your online community to create a rapport
with your audience • Deal constructively with negative feedback and the best steps to
deal with the situation as a priority
Facilitator:Julie DelaforceGeneral Manager, Quiip
8:00 Registration opens
9:00 Opening remarks from the Chair Jenna Bradwell, Student Marketing Officer, Social Media Specialist, University of Sydney
Producing engaging and impactful content
9:10 Developing your university’s profile through social media to drive engagement with prospective students • Implementing digital-first campaigns focused on brand development • Using interesting, engaging (and quirky) content to drive prospective student interest • Putting students at the centre of the uni-verse with social media Callista Thillou, Executive Director, Office of Communication and Engagement, Flinders University
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3rd – 5th May 2017Sir Stamford at Circular Quay93 Macquarie Street, Sydney, NSW 2000Australia
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T | 61 2 9247 6000 F | 61 2 9247 6333 E | [email protected] W | akolade.com.au Produced by: 4
Social Media for Higher Education
IMPORTANT NOTICE: Attendance will only be permitted upon receipt of full payment. Please note that the programme and speakers are subject to change without notice. If the venue changes, youwill be notified. Akolade will not be responsible for any event re-scheduled or cancelled.CANCELLATION POLICY: Should you be unable to attend, a substitute delegate is always welcome at no extra charge. Akolade regrets that no cancellations will be refunded, conference documents,however, will be sent to the delegates. For an event cancelled by Akolade, registration fees are fully refundable. Akolade will not be responsible for any event alterations, re-schedules, or cancellations.PRIVACY POLICY: Please note that a portion of the data for this mailing was supplied by third party sources. If you would no longer like to receive promotional mail from Akolade, please opt-out byconfirming in writing and forwarding your letter to [email protected]. Please note all opt-out requests will be processed within 30 business days from the date of receipt.
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