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How departments and programs in a university environment can take advantage of their web sites and social media through the development of content marketing
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Collaboration and Social Media
Using Social Media as a Platform for
Adriene Nazaretian RadcliffeCollaboration and Social Media EvangelistOffice of the CIOMay 2014 a_radcliffe Adriene Radcliffe
YourDepartment
Topics Covered Today
• Why Social Media• Social Media Landscape• Be Content Driven• The Layering Effect• Personal Professional Branding• Departmental Branding and Staging• University Outreach• Resulting Influence of Social Media
Why Social Media
Social Media Landscape
Permission granted to use Infographic from F. Cassava
Social Media Landscape
Permission granted to use Infographic from F. Cassava
You have to FOCUS on the few that
matter given your content, audience
and intent!
Social Media Landscape
Share Files
Presentations
Rich Media
Company Forum
Social Media Landscape
Websites are an integral part of this landscape
This is where your REAL content lives
Be Content Driven
• Content and web sites (your brochure) marketing is a device used to educate, inform or entertain your consumers and prospective consumers
• Social Media is used by consumers to communicate among themselves (advocacy) and sometimes the target business (support)
Future Consumers xxxxxxxx
Be Content Driven
ContentConsumption Behavior
Participation Behavior
• Content is your new brochure (business tone & structure)
• Social Media your new telephone. Listen for feedback or provide support (less structure)
Be Content Driven
• When participation expands, behavior expands and then so must your content
• Develop content in small pieces that are re-usable
Content
BehaviorParticipation
The Layering Effect
University
Department
Personal Personal
Program
Personal
Established Credibility
and Content
Build Content
Build Credibility
DO THIS
DO THIS
Personal Professional Branding
Content has credibility when authored by experts
• Project an image• You are an expert• Topic focused• Discipline focused
Personal Professional Branding
Professionals should build a rich social profile• LinkedIn - professional social media platform• Post links to articles along with your opinion • Follow influential professionals or businesses in
your field or area of expertise• Join professional groups related to your
discipline• Reach out by starting a conversation • Share your work and collaborate
Department Branding and Staging
Brand your Department or Program• Your web site is your home to content• Your content is authoritative• Sites should have a consistent look and feel
(user experience)• Consumers should be able to reach you for
feedback• Prominently display your social
channels/addresses on your site, in your signatures and in all communications
Department Branding and Staging
• Your content should be varied in format as appropriate– Infographics and images– Rich web text and links– Related documents or PDF’s– Presentations– Video clips– Full recordings
Department Branding and Staging
• Your Content should be organized by topic, function, or type– Services and Offerings– Descriptions “About this Service”– FAQs– How to Get Help or Where to Learn– Related Policies
Department Branding and Staging
Plan and be consistent• Know your mission or vision statements• List your goals and objectives • Criteria - Does your content and social
communication meet or relate to:– The mission – The vision– One of the objectives– One of the goals
• Give regular progress reports on these too!
Mission
Vision
Objectives
Goals
University Outreach
• When a message needs a broader outreach, the Office of Public Affairs (OPA) can assist by reviewing content and publishing it through additional channels– Working@Yale– Yale Facebook– @Yale Twitter– University Web Site– University Messaging
Resulting Influence of Social Media
• You can measure your social and collaboration impact with tools such as Klout, or simple intuition (likes, followers, feedback, reach, hashtags)
* SlideShare connected to LinkedIn
Resulting Influence of Social Media
• Growth• Visibility• Recognition• Stay current• Stay relevant Future Consumers xxxxxxxx
ContentConsumption Behavior
Participation Behavior
Collaboration and Social Media
Using Social Media as a Platform for
Adriene Nazaretian RadcliffeCollaboration and Social Media EvangelistOffice of the CIOMay 2014 a_radcliffe Adriene Radcliffe
YourDepartment