Social Media Strategy EPFL - Webmasters Conference - 27_02_2013
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Social Media and Higher Education: EPFL's Approach
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Social Media Strategy EPFL - Webmasters Conference - 27_02_2013
- 1. EPFL Social Media Social Media EPFL | January 2013 1
- 2. Agenda • Social Media in 2013 • Social Media and Higher Education • EPFL Current Ecosystem • Corporate Social Media EPFL • EPFL Social Media Framework • Social Media Programmes Examples Agenda Social Media EPFL | January 2013 2
- 3. Social Media in 2013 • Social Media is a major sociological trend • Every individual is a potential media outlet • New media formats have emerged (microblogging, visual social media, …) • Organizations have become content producers and editors Traditional Media Relations, Events, … Media Organization Mass Media Social Media News Organization’s members Social Media in 2013 Social Media EPFL | January 2013 3
- 5. People spend more and more time « socializing » Continuous rise of time spent online and time spent socializing online Social Media in 2013 Social Media EPFL | January 2013 5
- 6. Mobile connected devices are on the rise • Social Media and Gaming are the preferred destinations • Apps are booming • Web consumption is still on the rise • Email is stable Social Media in 2013 Social Media EPFL | January 2013 6
- 7. The 2013 media typology Two converging trends: Social Media usage democratization and Social Media Management Tools professionalization Social Media in 2013 Social Media EPFL | January 2013 7
- 8. New interactive mediatic powers have emerged A 17 years old kid from Lausanne has 1m Youtube subscribers and 200m views Harvard University has 2.3m fans on Facebook NASA’s Curiosity is on Twitter, and even says «Pew Pew» to its 1.2m followers Social Media in 2013 Social Media EPFL | January 2013 8
- 9. Social Media and Higher Education General In the Professional Media Potential outreach classroom development relations students OBJECTIVES Support institutional and departemental objectives Act as catalyst of (communication) activities Enable direct communications and dialogue with communities (internal and external) Foster EPFL awareness and advocacy Humanize digital presences and relationships Enable peer-to-peer interactions within communitites Co-create value SoMe and HigherEd Social Media EPFL | January 2013 9
- 10. EPFL current corporate social media ecosystem Facebook Youtube LinkedIn Twitter On average: 50.000 persons reached per week Current Ecosystem Social Media EPFL | January 2013 10
- 11. An international audience EPFL in English EPFL in French Current Ecosystem Social Media EPFL | January 2013 11
- 12. Some examples of communications Facebook Twitter LinkedIn 70 answers to the question! News Public interaction Information for conference Job proposals participants for graduates! 63 «shares» = 40.000 persons reached 18.000 people discussing about neuroscience! Neelie Kroes has 60.000 Twitter Current Ecosystem Social Media EPFL | January 2013 12 followers!
- 13. Other official presences LinkedIn Facebook Youtube Career Center Archizoom EPFL Alumni IC ARVE EPFL Student MoT RiskInsight EPFL MTE … MoT … EPFL+ECAL Lab … Twitter @MoT @Oderski … Current Ecosystem Social Media EPFL | January 2013 13
- 14. Non official presences: «EPFL memes» on Facebook Current Ecosystem Social Media EPFL | January 2013 14
- 15. Corporate Social Media Management Monitor online conversations Engage with the communities Integrate to existing processes
- 16. MONITORING
- 17. Monitoring: Listening to online conversations Objectives • Measure volume of online conversations about a given theme, subject, organization, person • Identify sources/places of online conversations • Identify online influencers / advocates • Monitor competitors • Identify trends, get feedback • Support crisis management • Identify prospects Monitoring Social Media EPFL | January 2013 17
- 18. Monitoring: listening to online conversations Online articles per Media Type (Mainstream News, Blogs, Twitter, Facebook, …), Region, Language, in real time Direct access to online articles and conversations Monitoring about EPFL Social Media EPFL | January 2013 18
- 19. Monitoring a crisis in real time: a framework Pre-Crisis During Crisis Post Crisis • Know your • Monitor • Monitor communities • Assess • Assess and evaluate • Detect • Act • Organize internally Monitoring Social Media EPFL | January 2013 19
- 20. Monitoring: Information Discovery Social Media EPFL | January 2013 20
- 21. Monitoring: Information Discovery Social Media EPFL | January 2013 21
- 22. Engaging with the communities
- 23. Engaging: Content and platform strategy Prospective Scientific General Students Staff Alumni Media Professionals Students Community Public Facebook Twitter LinkedIn Youtube OBJECTIVES Communicate excellence in research and education Complement media relations Foster advocacy through information and emotion Build a sentiment of belonging amongst community members Build bottom up and horizontal awareness (national and international) Engage in a continuous dialogue with the communities Engaging Social Media EPFL | January 2013 23
- 24. Engaging: Content strategy Build on existing material and processes Curate according to platform and target group Adapt to new media formats (blogging, visual social media, images, video, infographics, interactive content) Mediacom news Faculty news Central services news Lab news Communication campaigns Mediatheque pictures Conferences Contests Prizes Tech transfers Online education Content edition Crowdsourced content Activity reports Analysis Content Monitoring publishing Flash contents Reflex contents Ad hoc content Stories Engagement Promotion Engaging Social Media EPFL | January 2013 24
- 25. Content examples: pictures, infographics, feedback Engaging Social Media EPFL | January 2013 25
- 26. Content examples: visual stories Engaging Social Media EPFL | January 2013 26
- 27. Content examples: interactive open office hours Part 1: post your questions Part 2: get the answers Engaging Social Media EPFL | January 2013 27
- 28. Content examples: crowdsourced pictures Pictures with the #epfl tag on Instagram (visual social network) Engaging Social Media EPFL | January 2013 28
- 29. Integrating: publication and engagement processes Students Faculties Content Content Central Yan Luong Services Frédéric Other Publish Interactions, questions, … Content Content Rauss Mediacom Labs Content Content Process Student EPFL assoc Individuals Routing Student Medicaom Faculty Services Press Comm Yan Luong Interactions, answers, … Officers Officers Answer Studies Others Promotion Interactions, answers, … Integrating Social Media EPFL | January 2013 29
- 30. Youtube: Channels structure proposal EPFL EPFL EPFL News Education EPFL EPFL Students Alumni Faculty Channels Integrating Social Media EPFL | January 2013 30
- 31. Youtube: the mechanics of success, contentwise Strong conceptual and Appeals the visual appeal + gaming known author community + was posted on the right platform (reddit) by a gamer Gimmick Institution adresses reputation + specific posted on the audience + right platform accompanying (reddit) by diffusion students measures (android fan blogs) Integrating Social Media EPFL | January 2013 31
- 32. Youtube: the mechanics of success, processwise Taming the snowball effect Integrating Social Media EPFL | January 2013 32
- 33. EPFL.ch: Social Media Optimization Social Media Optimization Examples Embedding a Twitter feed to Optimize a webpage Sharing properties Integrating Social Media EPFL | January 2013 33
- 35. The need for central coordination • Provide a framework, educate and support uncentralized social media initiatives within faculties, departments, units, central services, … • Professionalize social media management (monitoring services, management tools, reporting…) Distributed Spoke and Hub Current Ecosystem Social Media EPFL | January 2013 35
- 36. Some examples of support Monitoring what Provide reporting is said about a and insights on subject, a social media theme, a research initiatives object, … Identification of Provide social existing media communities of management interest tools Social Media EPFL | January 2013 36
- 37. Establishing an organizational social media framework Set up a social media group Create a social media policy Provide needs, audience and objectives toolbox, handbooks, advice, coaching Train the staff Empower Framework Social Media EPFL | January 2013 37
- 38. Social Media Group Identify social media users Administrative staff using social media for professional purposes Academic staff using social media for professional purposes or working on projects related to social media Students active on social media Goal Assess policies and guidelines Provide directions within their unit, service, department Share best practices Framework Social Media EPFL | January 2013 38
- 39. Social Media Policy Statement that the organization’s broader ethical guidelines also apply to social media Responsability and liability Disclosure of affiliation Copyright and fair use of laws Confidentiality of proprietary or internal information Prohibitions (hate, racism, …) Privacy Netiquette Framework Social Media EPFL | January 2013 39
- 40. Train the staff according to responsability level • What is social media? • Why does it matter? General Information Personal Usage • How do I use it? • What is EPFL’s policy? • How do I engage with my community? Practicioners Basic Professional • How are different departments using it? Usage • What is EPFL’s social media strategy? • Dealing with a crisis Specialists • Community management Advanced • … Professional usage Framework Social Media EPFL | January 2013 40
- 41. Toolboxes, handbooks and coaching Social Media Policy Branding Guidelines Social Media Resources (handbooks, guides, …) Advice & Consulting Coaching Framework Social Media EPFL | January 2013 41
- 42. We are a community Social Media EPFL | January 2013 42
- 43. We are a community Social Media EPFL | January 2013 43
- 44. Empower Faculties, departments, labs, programmes Develop Organize Engage Measure Plan • Define • Platform and • Interact with • Analysis, Repo objectives tools communities rting and • Identify roles • Content • Influencers Optimizazion and resources strategy • Advocates Framework Social Media EPFL | January 2013 44
- 45. Research Projects and Departments Social Media can help: • Monitor area of research • Communicate about news & publications • Building up a network of reciprocating projects / dpts • Enabling Peer-to-Peer interactions between community mambers • Crowdsource (research) activities • Reach out to (external) audiences SoMe Programmes Social Media EPFL | January 2013 45
- 46. Conferences Social media use for communication purposes, before, during and after the event • General communications • Onspot communications • Handle audience questions • Reach out to external audiences SoMe Programmes Social Media EPFL | January 2013 46
- 47. Thank You! Email yan.luong@epfl.ch Twitter @yan_luong Google+ +yan luong