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Early Adoption in Higher Ed: How to be Strategic about Social Media

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Early Adoption in Higher Ed: How to be Strategic about Social Media

  1. 1. #AMAHIGHERED EARLY ADOPTION IN HIGHER ED: HOW TO BE STRATEGIC ABOUT SOCIAL MEDIA
  2. 2. A LITTLE ABOUT US Aaron Jaco @aaron_jaco Senior Media Strategist Drake University aaron.jaco@drake.edu Kyle Gunnels @kgunnels Senior Strategist TVP Communications kyle@tvpcommunications.com
  3. 3. WHAT WE’RE HERE TO TALK ABOUT Abundance of commentary and platforms Social media: a shifting paradigm What does it mean to be strategic? Evaluating new networks Planning ahead: after taking the leap Case studies along the way
  4. 4. #AMAHIGHERED NO SHORTAGE OF COMMENTARY
  5. 5. #AMAHIGHERED AND NO SHORTAGE OF PLATFORMS
  6. 6. SOCIAL MEDIA: A SHIFTING PARADIGM Social media is not an “add on” More than just PR—community building No longer limited by need for super-polished content • Spontaneous, authentic, personal, shared creativity No longer one-way pushing out of “official messaging” • It’s a conversation, visual storytelling Users move from one social media platform to another
  7. 7. WHAT DOES IT MEAN TO BE STRATEGIC? How to approach new networks • Be adventurous, optimistic AND apprehensive How does social media innovation fit into overall integrated marketing plan
  8. 8. It’s not—but you should understand why someone would say it is.
  9. 9. WHAT DOES IT MEAN TO BE STRATEGIC? “I can assure you: The people who have real knowledge when it comes to social networks, their demographics, and their use aren’t going to walk into a room and tell you that you need to post twice a day on Facebook, have a Twitter account, post videos on YouTube, and check in often on Foursquare. The people who say that are bullshitting you. The knowledgeable people are going to tell you which platform, if any, might be a good fit for you and your audience and figure out a way to best integrate it into what you do.” • B.J. Mendelson, “Social Media is Bullshit”
  10. 10. EVALUATING NEW NETWORKS Are your audiences using the platform? What’s your objective? What will the time commitment be? Is it sustainable? Will it endure—do you care? • Does your boss care? How are other schools using it? Is there a first-mover advantage to early adoption? • Are there consequences/benefits to waiting?
  11. 11. DON’T FORCE YOURSELF TO FOLLOW A POPULAR NARRATIVE Not every network means the same to every institution Your students, alumni, internal audiences, etc., are unique It’s hard for someone to be an “expert” in an area that changes so quickly Healthy skepticism can save you from a social media graveyard
  12. 12. PINTEREST AT DRAKE UNIVERSITY
  13. 13. YIK YAK AT DRAKE UNIVERSITY
  14. 14. TUMBLR: NOT JUST FOR TWEENS Life at Ithaca College: #IClife • “Ten disposable cameras. Five locations. One authentic view of a day at Ithaca College.”
  15. 15. TUMBLR: REAL-TIME CONTENT
  16. 16. PLAN AHEAD—WHAT’S NEXT AFTER YOU MAKE THE LEAP Update your social media policies, if necessary Incorporate new platforms into crisis response plans Be ready to populate content Think through what tone messages will have (and know that it might change) Be prepared to fail
  17. 17. IF YOU REMEMBER ANYTHING, REMEMBER THIS Do your research Dig into and experience new platforms Have conversations, with everyone Know the value of “no”
  18. 18. IF YOU REMEMBER ANYTHING, REMEMBER THIS The wise strategist looks for reasons to say yes, but holds a default position of no.
  19. 19. QUESTIONS, COMMENTS, CRITIQUE? DISCUSSION
  20. 20. RESOURCES http://lifeatic.tumblr.com/ http://ucresearch.tumblr.com/ http://seattleu.tumblr.com/ http://umichstories.tumblr.com/ http://yaleuniversity.tumblr.com/ http://clevelandstate.tumblr.com/ http://www.amazon.com/Social-Media-Bullshit-B-J-Mendelson/ dp/B00DF0OLOI
  21. 21. WHILE WE WAIT: #AMAHIGHERED POLL TWEET “1” IF YOU’RE A CAT PERSON TWEET “2” IF YOU’RE A DOG PERSON (You had to be there inside joke) Final vote count: • Dog people—42 • Cat people—15 • Duck people (write in)—2

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