raising the profile of programs and events through social media
DESCRIPTION
Presentation from 'Social Media for the Public Sector' conference, delivered March 2013 in Sydney Australia. In 2009 Deakin University’s Faculty of Arts and Education started using social media to raise the profile of its programs, news and events. Margaret shares her experience of managing the Faculty’s social media over these four years; the content strategy, tools and processes, and a highlight of using social media as the only marketing for a public event attended by over 5000 participants.TRANSCRIPT
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RAISING THE PROFILE OF PROGRAMS AND EVENTS THROUGH SOCIAL MEDIA Margaret Ryan Faculty of Arts and Education Deakin University
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DEAKIN UNIVERSITY
Faculties
• Deakin has over 42,000 students • Established in 1974, Deakin was Victoria's fourth university
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PROGRAM AREAS Undergraduate and Postgraduate courses
• Faculty Marketing – Teachers are Practitioners in their field
– Creative technologies/facilities
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SOCIAL MEDIA
• Started: April 2009
Deakin University – Arts and Education
• 2013 Twitter: 2,244 followers Facebook: 2,326 fans
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Tweets by @DeakinArtsEd
• Tool: to graph twitter stats http://www.tweetstats.com
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FACEBOOK DEMOGRAPHICS
• Female 64% • Male
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WE POSTED … Activities in the Deakin Motion.Lab
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WHAT DOES @DEAKINARTSED TWEET ABOUT?
• Events • Where staff are appearing (tv, expos, radio);
Works are exhibited; mentions in other media • Student successes; Staff successes • Course/program news • Reinforcing same messages across other
publication (print, f2f )
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WHAT OTHERS SAID From HongKong:
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CONTENT Social media supporting the overall Brand
• Brand awareness • Real examples • Stories – faces, names • Spread of content across
platforms to maximise reach
Courses valued by industry
Flexible learning options
Expert lecturers & researchers
Excellent facilities
International focus
Successful graduates
• Audience • Promise …
• Review what is working for us - Content type - Timing
• Follow social media updates for changes to UI design
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TOOLS
Twitter’s tools • Connect • Search • Lists
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TOOLS
• Twuffer – for scheduling tweets http://twuffer.com/
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• Tool: to create Tweet Cloud http://www.tweetstats.com
@DeakinArtsEd
• Tool – Recent (July 2012-March 2013) – Tweets visualised http://tweettopicexplorer.neoformix.com/
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SUCCESS STORIES
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CONTENT
• Strategy – Experts/Brand • Schedule – fb and twitter
Academic staff contributing to discussions
Academic staff sharing quotes to inspire
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MEDIA Print -> Web -> Social -> Radio
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EVENT SUPPORT
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EVENT TOOLS • Twitterfall: A Twitter client specialising in real-time tweet searches. New tweets fall into the page. http://twitterfall.com/
• Set up to collect tweets into printable PDF documents for an event http://www.tweetdoc.org/ • Storify http://storify.com/
• Data visualisations http://www.tweetarchivist.com/ (~last five days data)
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FACULTY’S SOCIAL MEDIA EXPERIENCE
• Solved a problem • Built buzz around event • Extended access to event
International thought leader,
Professor Noam Chomsky
would be in Melbourne for one event
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FACEBOOK EVENT NUMBERS
0
1000
2000
3000
4000
5000
6000
7000
21-Aug-11 28-Aug-11 4-Sep-11 11-Sep-11 18-Sep-11 25-Sep-11
Opportunity identified
30 attendees
5,351 attendees
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CULT OF PERSONALITY ? Australian events – screen shots from same day:
Adelaide
Melbourne
Sydney
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TWEETS FROM AUDIENCE
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EVENT GUEST BOOK
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Mr Trevor Dean
Manager Corporate Events
Deakin University
Dr Scott Burchill
School of Humanities and Social
Sciences
Deakin University
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PUBLIC LECTURE BY PROFESSOR CHOMSKY “Over 5000 people attended the lecture, and many more watched the event through a live internet stream, to become the single largest event ever organised by Deakin.”
RADIO – 2011 IN REVIEW – Industry communications consultant reviewed the year of social media and
highlighted Deakin University’s effective use of social media in promoting this
event
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Twitter.com/DeakinArtsEd
(2,244 followers) The most active of all twitter accounts at Deakin University
2,300 tweets
Facebook.com/DeakinArtsEd (2,326 followers)
Social Media @DeakinArtsEd
Early adopters
Engaging content
Numerous academic staff on
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THANK YOU
@margryan
Margaret Ryan