Marketing via the crowd - How personal dashboards can be used to transform university staff & students into effective social media ambassadors
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The document discusses the importance of engaging university staff and students as social media ambassadors to effectively promote universities. It outlines strategies for a successful ambassador program, emphasizing the need for building strong social media channels rather than merely focusing on brand messaging. Key recommendations include encouraging opt-in participation, providing analytics tools, and facilitating community and training resources.
![Does the main university social media channel need to be
mature? Up and running so prospects have somewhere to
go deeper but not necessarily all singing and all dancing.
What’s your Klout score Toby? What is average on UN
Social 500? 60, around 40
How can this relate specifically to internal communications
within an organisation? Same process but use an internal
private board, add in your own metrics
Workshop Q&A [notes]](https://image.slidesharecdn.com/universitymarketingviathecrowd-160927132343/85/Marketing-via-the-crowd-How-personal-dashboards-can-be-used-to-transform-university-staff-students-into-effective-social-media-ambassadors-31-320.jpg)
Marketing via the crowd - How personal dashboards can be used to transform university staff & students into effective social media ambassadors
- 1. Toby Beresford Founder Rise.global @tobyberesford Marketing via the crowd How personal dashboards can be used to transform university staff & students into effective social media ambassadors
- 2. Social media is being used across all university life • Social Life • Staff recruitment • University Brand • Academic Dissemination • Student recruitment
- 3. In the US, 2/3rds of prospective students use social media to research college choice
- 4. A pattern mirrored around the world
- 5. On more than one social media platform
- 6. Inevitably there are winners and losers
- 7. Using current staff & students as influencers is key to social media success "It's useful to talk to people who are already at university and you can use social media to get in touch. I'd say you should take on board family and friends' opinions, but the people who are already there are the people who know the most.” Emily Dring, 23, is going into her fourth year studying French at Oxford University
- 8. How do we position a social media ambassador program? Strategy Question
- 9. How NOT to do a social media ambassador program (1) Dangle a reward for whoever tweets / posts the most with a hashtag inauthentic content and spamming not sustainable post campaign end channels themselves limited in reach
- 10. How NOT to do a social media ambassador program (2) Measure everyone and tell slackers to ‘buck up their ideas’ top down measurement approaches are disliked by staff (employees) and are ineffective among students (non-employees) a basic leaderboard will only encourage the top 10% whilst disincentivising everyone else
- 11. How NOT to do a social media ambassador program (3) Focus on promoting brand content not building channels If the channels are weak then even if they do post branded messages, they won’t be heard. A good social media channel isn’t simply an amplifier of another channel – it is unique in itself
- 12. Key insight Channels matter more than messages
- 13. Why? Multiple channels compete for attention across the algorithms Facebook Instagram Youtube Twitter Bath Bristol Southampton Edinburgh Keele Brunel Durham
- 14. To win, your staff & student channels should loom largest Facebook Instagram Youtube Twitter Bath Bristol Your University Keele Brunel Durham
- 15. Good social media ambassador program Grows channel capacity first
- 16. Tactical Question How do we deliver a successful social media ambassador program?
- 18. Registration Encourage staff & students to opt-in to your program using their personal social media accounts. Avoid “empty bar” problem by pre-populating program with top 20 or so known ambassadors
- 19. Capacity Provide / recommend the right tools for staff & students to create effective social media channels Offer access to training and resources as necessary
- 20. Content Offer a content feed for optional re-posting of university material Create conversation points such as hashtags Notify ambassadors via the capacity building channel
- 21. What tools would you use to implement this today? Implementation Question
- 22. Social Ambassador Program Tools Stack Personal Social Dashboard Personal Social Analytics Team Social Analytics Awards & Recognition Content Curation & Scheduling CommunityCoaching & Training
- 23. Personal Social Dashboard Staff & Students Opt-In to program Weekly alerts Integrated with analytics & recognition program
- 24. Content curation & scheduling Discover new content relevant to their channel Schedule curated postings Access content feed of university news
- 25. Personal Social Analytics Track social impact Get a relevant social score card Compare my progress over time
- 26. Team Social Analytics Benchmark against others in the team Track progress as a team / university Compare progress over time Iterate design of teams / divisions / scores
- 27. Awards & Recognition Celebrate progress and achievements Permanent markets of success
- 28. Coaching & Training Automate training suggestions Maintain a library of learning materials, best practice & usage policies
- 29. Community Discuss experiences and best practices Connect with other ambassadors
- 30. UN Social 500 “The UN Social 500 really helps bring us together, fosters better understanding across our organizations and as a result, strengthens our individual and collective work to have a positive impact on the world.” Kent Page, UNICEF www.unsocial500.com
- 31. Does the main university social media channel need to be mature? Up and running so prospects have somewhere to go deeper but not necessarily all singing and all dancing. What’s your Klout score Toby? What is average on UN Social 500? 60, around 40 How can this relate specifically to internal communications within an organisation? Same process but use an internal private board, add in your own metrics Workshop Q&A [notes]
- 32. Seems a little bit like Edurank, but for individuals within an institution rather than the institutions themselves? Yes similar approach. We benchmark against it monthly, we look at what successful institutions are doing and see where we can improve. Exactly the same behaviour we see on Rise boards. We can seed content by doing “how did you do it?” interviews on top climbers. Primarily this is about engaging staff as they have a vested interest in promoting the uni, does this progress also work with students? Yes because it is positioned as being a benefit for them – learn how to create an effective social media presence for yourself.
- 33. Benefit for the students is that we are improving their Klout and teaching them effective social media skills? Yes though be sure to position it so that score and rank is an indicator of progress in the main goal – content & engagement on social media – not an end in itself. It’s not an approach where you can give them content, difficult to provide content that’s relevant to all? We suggest you include a content curation tool like www.cronycle.com and serve your content via a cronycle feed to encourage them to repost. We find students aren't really fussed about Cred.ly badges. They rarely collect them. A few love them though and stick them on Linkedin etc. Badges are part of a program, they provide a permanent record of achievement. Not everyone may want them but some value them highly.
- 34. We're putting a lot of effort into educating departments and schools to create engaging content. We're not at a stage of ranking them just yet, and think that it would turn people away who already fairly timid about having a Social Media presence. Is there a way to push past the ranking stigma? Using it a as a tool for motivation? Yes, you can use Rise simply for personal analytics – use the privacy option “Private – Score Only” and it will show depts / indivs their score and history but not their relative rank on the leaderboard
- 35. Links to services mentioned • Personal Social Dashboard – try as a follower/player – www.rise.global – create your social ambassador program - www.risefuse.com • Content curation & feeds – Paper.li, flipboard.com, www.cronycle.com , anderspink.com, scoop.it, hootsuite.com, buffer.com, rebelmouse.com • Personal Social Analytics – Rise.global, Sumall.com, klout.com, analytics.twitter.com, linkedin.com/sales/ssi • Team Social Analytics – Rise.global • Awards & recognition – www.credly.com • Coaching & Training – Moodle.com, edmondo.com, wordpress.com, blackboard.com • Community – Slack.com, hipchat.com, yammer.com, www.muut.com , disqus.com
- 36. Next Steps • If you’re interested in setting up a pilot program then contact Nick and Toby at Rise. We’ll help you get your trial up and running: – [email protected] • If you want to have a go at setting up your program yourself, please feel free to try: – www.risefuse.com
Editor's Notes
- #2: What is a personal dashboard Today – you probably tried to do this already – many other solutions helping All solutions are flawed We at rise feel that everyone is making a mistake because they assume people’s channels are well developed. In our experience not well developed We will talk about capacity building. Have you already tried to create a program? Has anyone been successful? Are we right in thinking that helping staff & students build their channel – not just encourage them to build content We think Rise can help you do that/0 This is success we’ve had with unsocial500
- #4: http://www.uversity.com/downloads/presentations/2014-Social-Admissions-Report-Webinar.pdf
- #5: http://www.topuniversities.com/blog/using-social-media-marketing-higher-education
- #6: http://www.uversity.com/downloads/presentations/2014-Social-Admissions-Report-Webinar.pdf
- #7: Top uk universities social media
- #8: https://www.theguardian.com/education/2014/oct/04/social-media-can-tell-you-what-university-really-like
- #14: If you are not influential you are not going to be heard Cloud cukoo land that staff and students will prioritise your content in any reliable way – people have complicated personal brands and content agendas for unique audiences.