For UCDA Design Summit (http://ucda.com/summit_schedule_10.lasso)
You've likely heard about Facebook, LinkedIn, YouTube, Twitter, flickr, and more--but how can an institution actually leverage these tools to help with their integrated marketing efforts? We'll go through the basics of their use, show some examples of universities using the various tools, and talk about how you can tie them in to your existing efforts and strategies.
4. Social Media in Higher Ed
Marketing
Customer service
Relationship building
Connect with alumni, prospective students, current
students (donor relations, recruitment, retention)
5. Social Media Basics
Strategy first - then tools
Learn the tools by using them personally first
Do research to learn which tools your audience is tuned
into
Not a bullhorn
“Free” marketing research
6. Focus: Purpose
Why are you establishing a social media presence?
define specific measurable goals
7. Focus: Objectives/Goals
What do you plan to achieve with this social medium?
Inform? Encourage dialogue? Share information? What
kind of info?
How will this differ from your primary Web site?
Questions from Social Media Brief by Queen’s University
8.
9. Focus: Target Audience
Who will be reading & commenting on your social
media?
Who are you trying to engage?
11. Focus: Execution & Maintenance
who will establish your presence?
who will be the administrator?
who will maintain it?
how often will it be updated?
how will you make connection to other outposts &
your Web site?
how will you promote it?
12. Some of the tools
Facebook flickr
LinkedIn private social communities
YouTube blogs
Twitter ustream
13. Facebook 101
difference between Fan Pages & groups
creative, engaging status updates
use 'message all fans' sparingly
social targeted ads
17. Tool Tip
don't link FB & Twitter status updates
http://tinyurl.com/dontlink
some tools automate posting across platforms
the good & the bad
18. Promote your presence
set up vanity url for FB fan page
http://facebook.com/username
promote in appropriate places (signage in your
reception area, some ads)
logo usage guidelines
http://tinyurl.com/%guidelines
include mentions/links on your Web site &/or blog
include in e-mail newsletters
19. LinkedIn 101
primarily for personal networking
resume, recommendations
answers
introductions
groups: jobs, discussions, news
24. Twitter 101
“A service for friends, family & co-workers to
communicate & stay connected through the exchange
of ” brief (140 character) messages.
One-to-many
Tools: Cell/smart phones, Web browser, applications
26. Why use Twitter in Higher Ed?
Personal & professional networking
Conferences (#ucda)
Resources
Listserv replacement
College
Sharing news
Listening
Connect with students, prospects, alumni
28. flickr 101
image & video hosting site - photo gallery
social features: commenting, notes, people tag
embed in blogs & Web sites
organize: sets, collections, tags, title, description,
geotagging
group pool
34. Blogs 101
“A type of Web site, usually maintained by an individual
with regular entries of commentary, descriptions of
events, or other material such as graphics or video.
Entries are commonly displayed in reverse-
chronological order.”