Workshop7: Social Media Marketing

November 9, 2011

Pierre Gorissen / Richard Voddé

Fontys University of Applied Sciences

What are we going to do?

• Introductions• Social Media• Marketing (old and new)• How do universities use Social Media?• How to develop a Social Media Strategy• Wrap-up (15:00)

Who are we?

• Pierre Gorissen• http://ictoblog.nl/ (in Dutch)

• https://twitter.com/PeterMcAllister

• http://www.linkedin.com/in/pierregorissen

• http://www.youtube.com/PiAir

• http://www.flickr.com/photos/piair/

• http://www.facebook.com/pierre.gorissen

• http://gplus.to/pierregorissen

Who are we?

• Richard Voddé• http://twitter.com/Richard013

• http://www.linkedin.com/in/richardvodde

• http://fhrmp013.blogspot.com/

• http://www.facebook.com/rvodde

Who are you?

Social Media

 "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and

exchange of user-generated content."

Kaplan, Andreas M.; Michael Haenlein (2010)

http://www.youtube.com/watch?v=QSQrNUrGFr0

Does size matter?

http://edudemic.com/2011/05/social-networks/

http://www.flickr.com/photos/briansolis/2735401175/

Marketing

Old versus New

http://www.youtube.com/watch?v=ypmfs3z8esI

How does this video make you feel?

Facts

• Your / our “customers” have changed!• They use social media

• To find information…

• To ask questions…

• To talk about…

• To complain…

about you / your organisation!

Question(s):

What does the world say about your institution?

Did you know that?

What are you going to do about it now you know?

How do Universitiesuse Social Media?

Using Social Media

1. Gather and share information

2. Showcase student and faculty work

3. Create a dialogue with/through students

4. Provide a platform to broadcast events

5. Emergency notification

6. Contact with alumni

7. Webcare

Gather and share information

Produce, not just promote

Showcase student and faculty work

Create a dialogue

Provide a platform to broadcast events

Emergency notification

Contact with Alumni

1. Help alumni find jobs

2. Connect to them for fundraising

3. Let them spread information

4. Promote alumni networks and content

Contact with Alumni

Webcare

Building a strategy 1/2

• Who is your target group?• Where are they now?• What is your current image?• What value can you add?• What is your budget?• How do you track social media?

Building a strategy 2/2

• Set up your presence • Set up a publishing structure• Engage (communicate)• Call to Action• Measure results• Re-adjust your efforts• Measure ROI

Wrap-up

What are you going to do when you get back at your university?

Thank you for your active participation!

Richard Voddé - R.Vodde@fontys.nlPierre Gorissen - P.Gorissen@fontys.nl