digital campus @ unil nov 14 2014
DESCRIPTION
Use of social media in Swiss universities.TRANSCRIPT
How is Swiss Academia using Social Media?
Initiative of the State Secretariat for Education, Research and Innovation SERI Annex of the Consulate General.
Swiss Knowledge Network with outposts in Boston, Bangalore, San Francisco, Rio de Janeiro, Shanghai and Singapore.
November 11, 2014
Results from our annual survey
2
Audience Size Importance of Social Media Social Media Channels Strategies, Tools, Policies Recap
3
Audience Size Importance of Social Media Social Media Channels Strategies, Tools, Policies Recap
4
0 5,000
10,000 15,000 20,000 25,000 30,000 35,000 40,000
EPFL
EH
L UZ
H HS
G ET
H UN
IBE
UNIL
UNILI
UNIGE
UNIBAS
UN
INE
USI
ZHdK
EC
AL
UNIFR
HEAD
HE
VS
HSLU
ZH
AW
HEMU
SUPS
I UN
ILU
HWZ
HESS
O HE
IG-VD
HEG
HTW
FHNW
EL
S HS
R FH
S PH
ZH
HEM
BFH
EIAF
R FF
HS
HEPIA
HEDS
PH
LU
ECAV
NT
B EE
SP
HEDS
FR
HE-ARC
PH
ZUG
Facebook | Likes
! Universities keep growing their audience
! EPFL, EHL, UZH and HSG still among the most liked
! ETH established a very strong presence in 6 months
40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000
5
Twitter | Followers
! Most followed are still EPFL, ETHZ, and UNIGE, all have more than 5,000 followers
@EPFL
@EPFL
_en
@UNIG
Enew
s @ET
H @ET
H_en
@unil
@uzh_
news
@HSGS
tGall
en
@hslu
@unibe
rn
@UniB
asel
@USIne
ws
@unifr
@EHLn
ews
@UniN
euch
atel
@ZHAW
@ec
al_ch
@UniLu
zern
@fhhw
z @FH
NW
@HEAD
GENE
V@HT
W_C
hur
@hes_
so
@bfh_
hesb
@uni_l
i
@uzh_
news
_en
@heigv
d @ph
zuer
ich
@hess
ovala
is @zh
dk
@EPFL
live
@sups
i_ch
@phluz
ern
@FFHS
@PH
_Zug
@UniB
asel_
en
@PHTG
Kreu
zlin
@PHTG
Kreu
zlin
7,000
6,000
5,000
3,000
2,000
1,000
4,000
8,000
6
Where You Can Find Additional Data For more numbers and charts, download your report at socialmediaswitzerland.org/participants
7
Audience Size Importance of Social Media Social Media Channels Strategies, Tools, Policies Recap
8
Survey results • We asked communications departments at all Swiss
universities about how they use and manage social media • 52 emails sent; 20 responses (8 universities/federal
institutes, 12 universities of applied sciences) • Fourth annual survey (conducted in 2011, 2012, 2013, and
2014)
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Social Media has come a long way since 2010
21%
42%
62% 56% 58%
2010 2011 2012 2013 2014
Yes, social media is a priority at our institution
! 2012 was a big year for social media in Switzerland
! More established at this time, but still not a priority for all
10
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
2012 2013 2014
Strongly agree Agree Disagree somewhat Disagree Strongly disagree
Acceptance is rising
“Acceptance for the use of social media at my institution is very low (among my internal audience)”
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Everyone has it in their communications strategy
“Social media is an integral part of our communications strategy”
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
2012 2013 2014
Strongly agree Agree Agree somewhat Disagree somewhat Disagree Strongly disagree
12
Money is flowing away from traditional channels
Have you shifted budget to social media in 2014? ! 32% say yes
! 28% say no, but they plan to move some budget soon
13
However, for many this is not enough
“I think we should use social media more at our institution”
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
2011 2012 2013 2014
Strongly agree Agree Agree somewhat Disagree somewhat Disagree Strongly disagree
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Institutions see the benefits, but there are still barriers
! 58% strongly agree that social media has great potential for achieving goals at their institution
! But many could still do better, if they wouldn’t face…
…Lack of resources (84%)
…Lack of knowledge (10%)
…Lack of support from supervisor (26%)
…Concerns over loss of content control (10%)
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Audience Size Importance of Social Media Social Media Channels Strategies, Tools, Policies Recap
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Which channels are you using?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Face
book
Twitte
r
Linke
dIn Blog
Podca
sts (iT
unes
U)
Fours
quare
YouT
ube
Flick
r
Instag
ram
Pintere
st
Yammer
Snapch
at
Which type(s) of social media does your institution use? (choose all that apply)
! Top 4 remain the same (FB, YT, Twitter, LinkedIn)
! Pinterest is up (5% in 2013), and so is Instagram (39% in 2013)
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What we can expect to see in 2015
How many plan to set up new channels?
! 26% Instagram
! 16% Blog
! 10% YouTube
! 5% Pinterest
Google+
Snapchat
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Are Google+ and Pinterest not worth the effort?
Which channels are successful?
! 100% Facebook
! 84% Twitter
! 68% YouTube
! 53% LinkedIn
! 53% Instagram
! 16% Google+
! 5% Pinterest
è 50% think it is challenging to measure the return of investment of social media
19
Audience Size Importance of Social Media Social Media Channels Strategies, Tools, Policies Recap
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What’s new in terms of managing?
! Most (74%) do it all in-house, relay on internal expertise
! Content is mostly planned (63%), not spontaneous
! Everyone has some sort of content strategy (26% even a formal one)
21
More and more get students to help out
! 68% hire a student or interns to help out with social media (vs. 44% in 2013)
! But experts are still needed, 55% have a social media manager (vs. 39% in 2013)
! 79% say that “an expert is essential to the successful implementation of social media” (vs. 57% in 2013)
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Many use tools to manage channels
! 58% Hootsuite
! 47% Tweetdeck
! 42% Radian6
! 10% SocialBro
! 10% Buffer
! 5% Meltwater Buzz Engage
! 5% Crowdbooster
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Audience Size Importance of Social Media Social Media Channels Strategies, Tools, Policies Recap
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① Social Media has found its place and budget, and is an integral part of communications
② But lack of resources (time & staff) is still challenge no. 1 ③ Facebook and Twitter are still dominating, but the options
are expanding with Instagram and Pinterest ④ ROI is still a mystery to half of the respondents ⑤ Institutions have the internal knowledge and don’t relay too
much on outside help ⑥ Content is much more planned and content strategies are
not unusual
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Thank you!
Let us know if you would like the full survey results