Many higher ed organizations launch their social web presence BEFORE they fully understand the values and risks of social media, often times resulting in poorly developed and managed virtual communities. This workshop will provide real world strategies and tactics to help every stakeholder in your university - from part-time student to chancellor - participate in and rally behind a comprehensive social media strategy. How can you perform a social media audit and develop a 6/12/24 month rolling plan? What are the necessary resources and integration points for executing on your social media objectives? How can you further deliver upon your business and marketing goals through social media? How can you secure buy-in for your social media plan from even the staunchest faculty member?

1. EduRG Conference 2010 Walk Before You Run - What to Do Before Your University Embraces Social Media Presented to Phoenix, Arizona

2. Agenda Typical Social Media LifeCycle Social Media Audit – How to get your organization onboard Staffing/Resources Content Tactical Implementation

3. Timelines and phases The Social Media Lifecycle

4. Social Media Lifecycle 1 2 5 3 4

5. 24 month Social Media Framework Open Education Promote university curriculum Month 15 Student Tools Leverage mobile and online solutions to further connect students with university services Month 12 Staff Adoption / Community Growth Sustained growth and retention in internal and external communities Month 9 Online Community To develop or not develop a behind-the-firewall community for students, alumni, faculty and admin Month 6 Social Media Brand Development Create a virtual community via popular social media platforms (Facebook, Twitter, LinkedIn, etc) Month 1

6. Building the Foundation for Success The Social Media Audit

7. Social Media Audit – Purpose

8. Outcome of a Social Media audit will help: Determine a “built-to-fit” rollout strategy Accurately position your programs to the right stakeholders Ensure consistency in message Why a Social Media Audit

9. Have a social media analytics tool do the heavy lifting e.g. ScoutLabs, Attentio, Listen Logic, Meteor, Radian6, eCairn, Sysomos Set up queries to track: Your University’s brand terms, top 30 SEO terms Your University’s top 15-20 popular degrees/courses Competitors (who competes “traditionally” and “online”) Use findings as a quantitative baseline Step 1 – The Right Tools for the Job

10. Assess internal awareness and potential of social media Interview university admin at every level Can they be your social media workforce? From web developers up to chancellor Interview professors Do they use social media in the classroom? Spread efforts across adjunct, assistant and tenured faculty Interview students and alumni Do they use social media to connect with fellow students/alumni? Step 2 – Interview Various Stakeholders

11. Where are your stakeholders, competitors, students, alumni, industry engaging in conversations online? Review information gathered to develop: 5 low hanging fruit activities (immediate to 3 months) Outline the rationale and expected results 5 mid term activities (3-12 months) 5 long term activities (over 1 year) Step 3 – Analyze the Conversations

12. Use findings to establish your “Day 0” situation, and to develop strategies for: Staffing Content Development Engagement Measurement Step 4 – Develop Your Strategy

13. Ensuring resources are aligned Staffing Strategy

14. Social Media Team – Hire in Phases

15. Social Media Team – Ideal Structure Stage I

16. Social Media Team – Ideal Structure Stage II

17. Expected relationship with other teams

18. Developing actionable content Content Strategy

19. Content Strategy – What is it? “Content strategy plans for the creation, publication, and governanceof useful, usable content.” A List Apart, The Discipline of Content Strategy

20. What kind of content is there?

21. Purpose of Content Strategy Ensure sustainable brand development Provide internal/external stakeholders with means to engage with the brand Ultimately, actionable and engaging content will help your university with its core marketing objectives of: Student retention Brand awareness Student acquisition

22. Proprietary Website: University.edu, Student Portal, etc. Community: Landing Page, Internal Community, Blog Typical Content Channels Third-party Media Sharing: YouTube, Flickr, iTunes University Social Networks: Facebook, LinkedIn, Twitter, Yelp Influencers Websites: RateMyProfessors, Wikipedia, Yahoo Answers Public opinion: General public, Bloggers, Tweeters

23. Content Strategy – Initial Steps? Develop a social landing page Create social media style guide Begin monitoring and engaging through third-party/influencer channels with content and information Higher Education Review sites General Review sites Social Networks and Communities

24. Ensuring brand consistency Monitoring your online perception

25. HigherEd Review Sites – A Few Examples

26. HigherEd Review Sites – A Few Sources (cont’d)

27. General Review Sites – A Few Sources

28. General Review Sites – A Few Sources

29. Content, Strategy, Measurement – What Next? Developing the Plans

30. Content Creation – University Blog SAMPLE

31. Content Management –Proprietary Channels SAMPLE

32. Want this Presentation? Text estorm to 53137

33. Thank You! William Gaultier CEO e-storm international Tel.: +1-415-352-1214 william@e-storm.com www.e-storm.com twitter.com/wgaultier linkedin.com/in/williamgaultier Kendra Losee Associate Vice Chancellor, Marketing National University System Tel: +1-858-642-8650 klosee@nu.edu www.nusystem.org twitter.com/klosee linkedin.com/in/kendralosee