Download - The "social" in Social Media
Creating a social media community that every student wants to join
18 June, 16.00-17.0 CEST
Noah Kuchins – San Francisco State UniversityGuido de Wilde – University of Amsterdam
Why universities (or any other organisation) should embrace the [social] in Social Media?The social web is
becoming more like a realityIn fact, that is why
[social] media are still growing
It is not as [dynamic] as we are.
In the behavioral sense, people are acting the same as
always…
However, we can now analyze,
interpret and predict [social] behaviors across the globe, across language
barriers, and cultures...
Thanks toWhere does international education fit in?Where does it not?
The Elements of
[social]
Channels Listening Engagement
Community Building Mobile Groups
• Creators• Conversationalist
s• Critics• Collectors• Joiners• Spectators• Inactives
Levels of Participation
Poll 1
Paul Adams: the real life social network
Social Media is a means to an
end… you need to understand
what the end is.
ChannelsFacebook has +1 billion users
Youtube is the 2nd largest search engine
...where the audience is.
The future…
…belongs to teenagers
China is a whole different ballgame...
Traditional media are one-way...
• Newspaper• Magazine• television
...Social Media are two-way(e.g. “Mean Tweets” on Jimmy Kimmel)
Listening to your costumers and what they’re saying online is the best way to
understand your customers and how, where, and why they
are discussing your brand.Li & Berhoff, “The Groundswell” 2009
Listening
What to Listen for...
Listening
[social]• Visual
Activity• Key words• Sentiments
[stats]• Number of students reached• Number of posts• Number of likes, shares, retweets
Once you listen, not monitor, but truly listen to customer activity and observe online behavior, you cannot help but feel both empathy and harmony. Empathy is the secret ingredient in what I refer to
as the ART of Engagement. It is the source of inspiring desired Actions, Reactions, and
Transactions that means something to all those involved in commerce and relationship models.
Brian Solis http://www.briansolis.com/2012/03/social-media-is-about-social-science-not-technology/
Engagement
• 90% of the community obeserves
• 9% of the community will occasionally have an active contribution
• 1% is very active. Superfans
Target superfans
• Identify positive contributions• Show appreciation• Ask opinion• Give them a role
Content• Personal• Trustworthy• Neutral• Timely• Likeable• Shareable• Interactive• Simple• Student generated
Strategies• Timing is
important• Exclusive
content• Interaction• Be personal• Draw attention• Use photos
Get everyone involved• Creators, ask students to help build the page• Conversationalists, offer option to update status• Critics, create tools to create improvements• Collectors, provide information to share with the
network• Joiners, provide info on other interesting
pages/groups• Spectators, post information to read/use• Inactives, give instructions on how to use social
media
Community Building
Objective:
• How will a social media community support your work?
• What is the added value?
• Are there measurable targets?
• What defines success?
Understanding BehaviorWhen considering student behaviors on
social networks, it’s important to think about:Relevance Immediacy
+=
Target Audience
• Prospective Students?• Current international students?• Exchange Students
(inbound/outbound)?• Partner institutions and
organizations?
Community Building
• Is the community open or closed?
• Big or small?• Defines target audience?• Relevant and immediate?
• Destination [groups] per semester for incoming & outgoing students
• Fellow exchange student [groups]• International Student Organization [groups] & [pages]• Host University [page] • Home University international office [page]
Community Examples for International Students on Facebook
Management
• Establish rules: do’s and don’ts• Assign a community manager• Pick a style of moderation (community or central)• Reward active community members
Roles of a Community Manager
• Explorer: find out what interests, motivates, influences and challenges. Be curious, dare to ask, analyze findings
• Builder: build relationships, react to community, make new content, dare to experiment
• Translator: share findings, translate findings to organizations
UvA Students Born in 1990A Study
2013–2.405.000.000 people on internet1995 – 16.000.000 people on internet
1995 – Altavista search engine
1997 – Google
2000 – Wifi
2004 – Facebook
2005 - Youtube
2006 – Twitter2007 – Iphone
Media Use of Students
• Include graph
Contact International Office
• Before • During exchange
Using Facebook
• In the Netherlands• While on exchange
Channel to find information1. Host uni website
2. UvA website
3. Blackboard info database
4. Contacts former exchange students
5. Student reports
6. Destination specific facebook groups
7. UvA paper brochures
8. Host uni brochures
9. General UvA facebook page
10. Host uni facebook page
11. Host uni youtube
12. UvA youtube
Takeaways
• Students have grown up in a digital world• Very frequent use of internet, social media
and mobile phone in everyday life• Preference of face-to-face and email contact
with i.o. Not facebook• Practical information found on websites and
databases• Experiences shared face-to-face, reports, and
social media
Poll 2
Groups
• [I]nternational• [E]ducation• [E]xchange• [C]ouncil
317 members
Show several graphs of activity
Priority registration
• Show example
Spoking
• Groups that form bigger groups• Activity migrates to spoke groups
Marketing
• How is Social Media being used in International Higher Education beyond advertising, posting and gaining fans, followers, views and likes?
Marketing• Youtube video blogs• Facebook coverphoto campaigns• Twitter keywords• Twitter newsfeed engagement• Target language / location based / date specific• Website Automation• Country specific facebook groups• Chinese social media• Wordpress plugins• Facebook events
Social Media Transitions
• So... Where’s it going and how does it help me?
• Impact: Students will be able to become more social offline while being even more connected online and so will you...
• Gauge success by activity• Focus on building a community• Get everyone involved
Questions?