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Social media Platform use in the iros 
implementing a digital strategy 
at Gembloux Agro-Bio Tech
1. Introduction 
2. strategy 
3. building a digital practice
food 
forthought
no one recipe for success 
when it come to use of digital media
2009
from 
Faculté universitaire 
des sciences agronomiques 
to 
Gembloux Agro-Bio Tech 
Université de Liège
www.facebook.com/AgroBioTech
twitter.com/AgroBioTech
twitter.com/AgroBioTech
twitter.com/QuanahZimmerman
Social media has disrupted the 
traditional communication mix.
areas of responsability 
at Gembloux Agro-Bio Tech 
recruiting 
internal communication 
public relations 
press relations ...
other reasons why I care about social 
media at Gembloux Agro-Bio Tech 
Everyone else is doing it. 
viral ability 
Reach p...
Myths about 
social media 
Do it 
alone 
FREE EASY 
Fad
USUAL FACTS 
Facebook +850 millions 2004 
YouTube +800 Millions 2005 
Twitter +500 millions 2006 
LinkedIn +150 millions 2...
1. Introduction 
2. strategy 
3. building a digital practice
what do you want 
to achieve?
Social is about 
relationships and not 
marketing. 
It needs to be more 
about community than 
technology.
Audit 
how are we doing?
cleaning up the social media war field
« One cannot not communicate » 
Paul Watzlawick
A stale online presence 
can turn students off 
Students expect the university to be 
current and responsive online – when...
They will be talking about you online 
The internet provides a level playing 
field. Anyone can post content.
Audience: 
defining our public
Don’t engage in social media without 
knowing whom you’re trying to reach.
demographics 
Students, prospects, alumni, 
parents, donors, faculty and 
staff, etc.
every 
segment has 
different 
needs
How Different Generations 
Consume Media
63% of Media-Savvy Consumers Use a Connected Device 
While Watching Live TV & 66% Do the Same When Watching 
Recorded Prog...
The younger generation has 
grown up with social media. 
It’s like electricity, they 
expect it to exist.
1. Introduction 
2. strategy 
3. building a digital practice
strategy & implementation 
an organic process
a social media (dream) team 
social media manager 
community manager 
social strategist 
editor 
content creators
in real life 
official job 
+ 
social media manager 
community manager 
editor 
social strategist 
content creators
Social media council 
social media manager
infrastructure 
getting 
started 
Quality 
vs. 
quantity 
strategy 
audience platforms
Keywords, key phrases & hashtags. 
Effective monitoring 
Filtering all the conversations.
YouTube 
one hour of video uploaded 
every second. A century of 
video every ten days.
4,630 Tweets per second, on average. 
As of late 2011, there were approximately 
250 million Tweets per day. At various pe...
Google Alerts 
Google Reader 
& Third Party Apps 
[old school]
On average in one year, we will: 
• share 415 pieces of content on Facebook 
• spend an average of 23 minutes/day on Twitt...
information overload has always existed. 
the true problem is filter failure. 
Clay Shirky
real life social guy 
official job 
social media manager 
community manager 
editor 
social strategist 
content creators
Dashboards 
TweetDeck.com, HootSuite.com and SproutSocial.com. 
But there are a bunch of other alternatives out there too.
NutshellMail from Constant Contact tracks 
your brand’s social media activity and delivers 
a summary to your email inbox ...
Automate or Schedule?
Automating Facebook posts to 
Twitter (& vice versa). 
Are these automatic updates adding 
value or are they just noise? 
...
#debate 
authenticity of scheduling your updates.
authenticity & transparency
#debate 
outsource your voice?
« Spin may work in traditional media but 
the internet has a built in B.s. detector » 
Chris Pirillo
#challenge 
speaking the language
#challenge 
Develop a consistent voice 
across platforms 
Update Consistently
(policies) & guidlines
Communicate across campus: 
Introducing the purpose of social media 
Find leaders
Communicate across campus 
Danger of operating in silos. 
Sharing best practices. 
Foster ongoing communication among all ...
making the student’s part 
of the process.
No social media policy is inviting disaster.
two approaches to social media 
policy making 
an 
evolutionary 
way 
a clear policy 
from the outset
evaluate
Analytics 
Volume is a great initial indicator of interest. 
Reach measures the spread of a social media conversation. 
En...
Analytics 
http://twittercounter.com
Analytics 
http://tweetreach.com
Analytics 
Facebook Insights 
pagelever.com 
But there are a bunch of other alternatives out there too.
#Mistake 
Chasing the Numbers. 
Your average Facebook post only reaches 
12% of your friends. 
40% of Twitter users don’t ...
thanks! 
let’s keep in touch 
@quanahzimmerman & @agrobiotech 
www.gembloux.ulg.ac.be
Implementing a digital strategy at Gembloux Agro-Bio Tech (Université de Liège)
Implementing a digital strategy at Gembloux Agro-Bio Tech (Université de Liège)
Implementing a digital strategy at Gembloux Agro-Bio Tech (Université de Liège)
Implementing a digital strategy at Gembloux Agro-Bio Tech (Université de Liège)
Implementing a digital strategy at Gembloux Agro-Bio Tech (Université de Liège)
Implementing a digital strategy at Gembloux Agro-Bio Tech (Université de Liège)
Implementing a digital strategy at Gembloux Agro-Bio Tech (Université de Liège)
Implementing a digital strategy at Gembloux Agro-Bio Tech (Université de Liège)
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Implementing a digital strategy at Gembloux Agro-Bio Tech (Université de Liège)

As presented at the 2012 IROICA Conference (International Relations Officers’ Network of the Association of European Life Science Universities) about Communication and Management in the NET Generation.

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Implementing a digital strategy at Gembloux Agro-Bio Tech (Université de Liège)

  1. 1. Social media Platform use in the iros implementing a digital strategy at Gembloux Agro-Bio Tech
  2. 2. 1. Introduction 2. strategy 3. building a digital practice
  3. 3. food forthought
  4. 4. no one recipe for success when it come to use of digital media
  5. 5. 2009
  6. 6. from Faculté universitaire des sciences agronomiques to Gembloux Agro-Bio Tech Université de Liège
  7. 7. www.facebook.com/AgroBioTech
  8. 8. twitter.com/AgroBioTech
  9. 9. twitter.com/AgroBioTech
  10. 10. twitter.com/QuanahZimmerman
  11. 11. Social media has disrupted the traditional communication mix.
  12. 12. areas of responsability at Gembloux Agro-Bio Tech recruiting internal communication public relations press relations promoting science digital strategy
  13. 13. other reasons why I care about social media at Gembloux Agro-Bio Tech Everyone else is doing it. viral ability Reach people where they are already playing check the statistics & demographics
  14. 14. Myths about social media Do it alone FREE EASY Fad
  15. 15. USUAL FACTS Facebook +850 millions 2004 YouTube +800 Millions 2005 Twitter +500 millions 2006 LinkedIn +150 millions 2003 Google Plus +180 millions 2011 Pinterest +11 millions 2010 http://thesocialskinny.com/99-new-social-media-stats-for-2012/
  16. 16. 1. Introduction 2. strategy 3. building a digital practice
  17. 17. what do you want to achieve?
  18. 18. Social is about relationships and not marketing. It needs to be more about community than technology.
  19. 19. Audit how are we doing?
  20. 20. cleaning up the social media war field
  21. 21. « One cannot not communicate » Paul Watzlawick
  22. 22. A stale online presence can turn students off Students expect the university to be current and responsive online – when their posts don’t get answered they are not interested anymore.
  23. 23. They will be talking about you online The internet provides a level playing field. Anyone can post content.
  24. 24. Audience: defining our public
  25. 25. Don’t engage in social media without knowing whom you’re trying to reach.
  26. 26. demographics Students, prospects, alumni, parents, donors, faculty and staff, etc.
  27. 27. every segment has different needs
  28. 28. How Different Generations Consume Media
  29. 29. 63% of Media-Savvy Consumers Use a Connected Device While Watching Live TV & 66% Do the Same When Watching Recorded Programming on DVRs. http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-051612_multiscreen
  30. 30. The younger generation has grown up with social media. It’s like electricity, they expect it to exist.
  31. 31. 1. Introduction 2. strategy 3. building a digital practice
  32. 32. strategy & implementation an organic process
  33. 33. a social media (dream) team social media manager community manager social strategist editor content creators
  34. 34. in real life official job + social media manager community manager editor social strategist content creators
  35. 35. Social media council social media manager
  36. 36. infrastructure getting started Quality vs. quantity strategy audience platforms
  37. 37. Keywords, key phrases & hashtags. Effective monitoring Filtering all the conversations.
  38. 38. YouTube one hour of video uploaded every second. A century of video every ten days.
  39. 39. 4,630 Tweets per second, on average. As of late 2011, there were approximately 250 million Tweets per day. At various peak moments through 2011, Twitter did as high as 8,000+ Tweets per second with at least one instance of over 25,000 Tweets per second. June 7 2012: 400 million Tweets per day. http://www.quora.com/Twitter-1/On-Twitter-how-many-tweets-are-there-per-second-on-average
  40. 40. Google Alerts Google Reader & Third Party Apps [old school]
  41. 41. On average in one year, we will: • share 415 pieces of content on Facebook • spend an average of 23 minutes/day on Twitter • tweet a total of around 15,795 tweets • check in 563 times on Foursquare • upload 196 hours of video on YouTube http://thesocialskinny.com/100-more-social-media-statistics-for-2012
  42. 42. information overload has always existed. the true problem is filter failure. Clay Shirky
  43. 43. real life social guy official job social media manager community manager editor social strategist content creators
  44. 44. Dashboards TweetDeck.com, HootSuite.com and SproutSocial.com. But there are a bunch of other alternatives out there too.
  45. 45. NutshellMail from Constant Contact tracks your brand’s social media activity and delivers a summary to your email inbox on your schedule. http://nutshellmail.com
  46. 46. Automate or Schedule?
  47. 47. Automating Facebook posts to Twitter (& vice versa). Are these automatic updates adding value or are they just noise? #debate
  48. 48. #debate authenticity of scheduling your updates.
  49. 49. authenticity & transparency
  50. 50. #debate outsource your voice?
  51. 51. « Spin may work in traditional media but the internet has a built in B.s. detector » Chris Pirillo
  52. 52. #challenge speaking the language
  53. 53. #challenge Develop a consistent voice across platforms Update Consistently
  54. 54. (policies) & guidlines
  55. 55. Communicate across campus: Introducing the purpose of social media Find leaders
  56. 56. Communicate across campus Danger of operating in silos. Sharing best practices. Foster ongoing communication among all the people involved with social media
  57. 57. making the student’s part of the process.
  58. 58. No social media policy is inviting disaster.
  59. 59. two approaches to social media policy making an evolutionary way a clear policy from the outset
  60. 60. evaluate
  61. 61. Analytics Volume is a great initial indicator of interest. Reach measures the spread of a social media conversation. Engagement: one of the most important areas to measure in social media. Influence: Who’s talking about you and what kind of impact do they have? Share Of Voice: How does the conversation about your brand compare to conversations about your competitors?
  62. 62. Analytics http://twittercounter.com
  63. 63. Analytics http://tweetreach.com
  64. 64. Analytics Facebook Insights pagelever.com But there are a bunch of other alternatives out there too.
  65. 65. #Mistake Chasing the Numbers. Your average Facebook post only reaches 12% of your friends. 40% of Twitter users don’t tweet, but instead use it to keep up to date
  66. 66. thanks! let’s keep in touch @quanahzimmerman & @agrobiotech www.gembloux.ulg.ac.be

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