Harnessing social media to engage new audiences and · engage new audiences and kick-start alumni...

Harnessing social media to

engage new audiences and

kick-start alumni networking

Guy Collender, Georgina Brooke,

Victoria Savage

Tuesday 24 March 2015

Overview

• Introduction to social media

• Straw poll

• Social media at Oxford

• Engaging alumni

• Questions, discussion and networking

Introduction

• Creation and sharing of online content

• A brief history

• 1990s: Information superhighway

• Noughties: Facebook, Twitter

• 2010 onwards: The Social Network, Instagram,

Snapchat

From broadcast…

To engagement…

And proliferation

Worldwide phenomenon

• If social media channels were countries…

• China: 1.35 billion

• Facebook: 1.3billion

• India: 1.2 billion

• Twitter: 646 million

• LinkedIn: 347 million

• United States: 318 million

• c. 1200: Beginnings of Oxford University

• 2004: Beginnings of Facebook

• Proliferation and success of social media channels at

Oxford

• Inevitable tension between tradition and innovation

From the global to the local

Best practice, insight and strategy

Georgina Brooke

Digital Content Editor

Digital Communications Team, Public Affairs Directorate

1Creating a social media strategy

2 Writing good social media content

3 3 new social media innovations from PAD

Promote brand affection by surfacing rich

media and images

Create more publicity for your departmental

news, events or interesting new resources

or content

Meeting your objectives

• Telling Oxford stories

• Brand affection

This is where our social media

strategy grew from

Telling research stories effectively

• What does your audience want from you?

• How much capacity do you have? (content +

time)

• Are you currently talking to the right people?

Guiding principles

SOCIAL MEDIA CONTENT WHAT WORKS

Reach

Reach

Stay aware of changes in social media

algorithms/ updates

Creating a dialogue with your audience

• Show them something

they wouldn’t otherwise

see

• On brand, appropriate tone

Adding value

• Liberal favouriting of fan posts

• Being obviously engaging and monitoring

what’s being said (Tweetdeck: free)

Being responsive

NEW PAD SOCIAL MEDIA INNOVATIONS

Cloud based, open access Content Calendar for University participation

Social Media Hub

Facebook Group

Cloud based, open access Content Calendar

for uni participation

Facebook Group

www.facebook.com/groups/860452704000408/

ENGAGING ALUMNI VIA SOCIAL MEDIA

Guy Collender

Head of Alumni Communications and Marketing, Alumni Office

Victoria Savage

Marketing Officer, Alumni Office

Sharing social media content

• Facebook

• Twitter

• Tailoring messages to alumni audience

• Feedback

Professional networking

• Oxford Alumni Community

• Secure and trusted: only verified alumni can join

• Social media sign-on and integration

• Advanced functionality: jobs, mentoring, Directory,

updates etc.

• Bespoke platform

User profile

Make

your next

career

move

Identify a mentor and share expertise

Post and discover events

Early feedback and usage

“Overall feel of the site is bold,

strong and interesting – it is

definitely Oxford-branded,

but in a more modern,

professional way.”

Phased launch

• First phase began 23rd February: BBIS account holders,

young alumni

• March: OT Extra, Alumni Office website, social media

• April: print issue of Oxford Today

• Ongoing: cross-promotion by Colleges and

Departments

Get involved

• Sign up as:

• An alumna/alumnus

• Departmental/College contact

• Share your expertise, become a mentor

• Post content: jobs, events, updates, news

• Promote the platform via Departmental/College websites,

newsletters and social media

QUESTIONS, DISCUSSION AND NETWORKING

Visit us and stay in touch

• guy.collender@alumni.ox.ac.uk x. 11616

• georgina.brooke@admin.ox.ac.uk x. 80536

• victoria.savage@alumni.ox.ac.uk x. 11613

• www.facebook.com/the.university.of.oxford

• www.alumni.ox.ac.uk

• www.oxfordalumnicommunity.org