social strategies: using the web to engage students
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Social Strategies: Using the Web to Engage Students
Jessica Krywosa, Director of Web Communication, Suffolk University
krywosa.comdoteduguru.com
@jesskry
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Getting Started
• creating the appropriate social media strategy
• integrating students' social media experience
• leveraging both on and off line communication
• measurement and outcomes
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Shiny Object Syndrome____________________________
Creating a Strategy
• define the problem
• how are we currently addressing it
• audience research
• what is the appropriate solution
• are we social media ready
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Remember...
• its not about you: its about them
• 1/4 marketing, the rest is good will
• must remain vigilant
• watch & report
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Choosing a Platform
• what is our purpose for being social
• do we have experience in the space
• where is our audience already
• what is being said about us
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Listening Strategy
• if we don't know, we can't change
• customer service
• brand monitoring
• participation
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Audience Based
• where is our audience
• specialization, niche markets
• smaller conversations matter
• research, customer service, etc.
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Content Based
• what type of content will we produce
• how will we house this content
• administration of content sites
• integrated strategies
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Location Based
• considering location based media
• providing incentive
• tying in to events, campus connection
• accuracy of listings
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• audience base & familiarity
• ease of connection, daily updates
• FBML & CMS
• branding
• simple is best
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Linkedin____________________________
• specific audience & niche
• answers and groups
• targeted to grad/law students
• create professional connections
• research post grad
Twitter____________________________
• immediacy of contact
• organization of conversations
• extremely mobile
• live tweeting
• co-tweet/hootsuite/etc.
Blogs____________________________
• CMS use
• RSS for content
• expand on topics
• continue a conversation
• highlight target audiences, expertise
Foursquare, etc.____________________________
• growing popularity, user base
• ability to craft university experience
• prizes and pride
• creating a campus buzz
• not a campus tour
YouTube
• branded space (also Edu)
• create playlists
• promote events, majors, etc
• be creative
• promote class content
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Flickr____________________________
• create sets in one place
• groups for uploads/contests
• contests and content
• stream into other sites
Promotion
• via email, print materials & web
• continued push for deeper content
• integration across platforms
• 'Easter eggs'
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Complete Integration
• print, web, offline, out of home, etc. via urls
• shorteners and anchor text
• cyclical nature of promotion
• continuation of a conversation
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Common Ground
• Branding: naming, logo and image use
• Guidelines: no profanity, porn, personal attacks, or vendors
• Best Practices: no spamming or overuse
• Being a user: proper voice, engagement goals, not just university focused
• Not a numbers game
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Working Together
• cross promotion
• create commonly used terms, etc. (hashtags, photo sets, etc.)
• social Media group on campus
• guidelines for all: even student groups
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Common Fears
• negative comments
• talk about things we don't want highlighted
• they don't want us 'in their space'
• not enough time
• posting too much
• too many accounts
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Gaining Momentum
• why would people want to join you
• benefits of joining the community
• show success stories
• follow through with ROI/Analytics
• create on campus support
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Events & Communication
• promotion
• real time event updates
• contests
• deadlines/updates/changes
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Marrying On and Off Line
• social is the communication culture
• so many opportunities (meetups, tweetups, FB events, etc)
• seamless communication
• change in culture/community
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User Generated Content
• leverage the audience
• work study
• contests
• connections
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Measurement & Outcomes
• remember why we are using social media
• how will we know we are successful
• analyzing more than numbers
• tying to university, not just departmental, goals
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____________________________questions?
Jessica Krywosa krywosa.com
doteduguru.com@jesskry