raising the profile of programs and events through social media

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Deakin University CRICOS Provider Code: 00113B RAISING THE PROFILE OF PROGRAMS AND EVENTS THROUGH SOCIAL MEDIA Margaret Ryan Faculty of Arts and Education Deakin University

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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.

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Page 1: Raising the profile of programs and events through social media

Deakin University CRICOS Provider Code: 00113B

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 CRICOS Provider Code: 00113B

DEAKIN UNIVERSITY

Faculties

• Deakin has over 42,000 students • Established in 1974, Deakin was Victoria's fourth university

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Deakin University CRICOS Provider Code: 00113B

PROGRAM AREAS Undergraduate and Postgraduate courses

• Faculty Marketing – Teachers are Practitioners in their field

– Creative technologies/facilities

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Deakin University CRICOS Provider Code: 00113B

SOCIAL MEDIA

• Started: April 2009

Deakin University – Arts and Education

• 2013 Twitter: 2,244 followers Facebook: 2,326 fans

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Deakin University CRICOS Provider Code: 00113B

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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Deakin University CRICOS Provider Code: 00113B

WHAT OTHERS SAID From HongKong:

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Deakin University CRICOS Provider Code: 00113B

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Deakin University CRICOS Provider Code: 00113B

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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Deakin University CRICOS Provider Code: 00113B

TOOLS

Twitter’s tools • Connect • Search • Lists

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Deakin University CRICOS Provider Code: 00113B

TOOLS

• Twuffer – for scheduling tweets http://twuffer.com/

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Deakin University CRICOS Provider Code: 00113B

• 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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Deakin University CRICOS Provider Code: 00113B

CONTENT

• Strategy – Experts/Brand • Schedule – fb and twitter

Academic staff contributing to discussions

Academic staff sharing quotes to inspire

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Deakin University CRICOS Provider Code: 00113B

MEDIA Print -> Web -> Social -> Radio

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EVENT SUPPORT

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Deakin University CRICOS Provider Code: 00113B

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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Deakin University CRICOS Provider Code: 00113B

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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play

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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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Deakin University CRICOS Provider Code: 00113B

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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Deakin University CRICOS Provider Code: 00113B

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

twitter

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THANK YOU

@margryan

Margaret Ryan