digital storytelling: harness the power of student social media

Digital Storytelling: Harness the power of student social media

Rachael Capuano, CISabroadFrancesca Schenker, Sacred Heart University

Zachary Macinnes, Trinity CollegeKaren Carswell, CISabroad

Agenda● Introductions● Learning objectives● Audience survey ● Overview of social media platforms● Institution profiles● Case studies● Successful initiatives● Brainstorming session - challenges & solutions

Presenters

Rachael Capuano, CISabroadNew England University

Relations Managerrcapuano@cisabroad.com

Favorite Social Media Platform: Instagram

Francesca SchenkerSacred Heart UniversityAsst. Dir. Global Affairs

schenkerf@sacredheart.edu

Favorite Social Media Platform: Instagram

Karen Carswell, CISabroadMarketing Manager

kcarswell@cisabroad.com

Favorite Social Media Platform: Instagram

Zachary Macinnes, Trinity CollegeOutreach Coordinator and Short-

Term Study Abroad Advisorzachary.macinnes@trincoll.edu

Favorite Social Media Platform: Instagram

Learning Objectives1. Understand and identify key social media platforms that

students use while abroad.

2. Identify ways to generate, collect, and distribute student content for marketing and educational purposes. #generationstudyabroad

3. Learn about current social media initiatives in the field

4. Understand the concept of a social media editorial calendar

5. Create a social media marketing plan on how to use social media to recruit students at one's own university/IEO.

Audience Survey

Balance

So, what do your students use?

Facebook, Instagram, Twitter, WordPress, Flickr, Vimeo, Snapchat, Pinterest, YouTube

Institutional Profile: Trinity College

Office of Study Away: Trinity College

Case Study: Trinity College On-Site Global Ambassador Program

Case Study: Trinity College Rome Campus 45th Anniversary● Long-term collaboration with other offices:

○ Communications, Development, Admissions

Institution Profiles: Sacred Heart University● Independent Catholic institution in Fairfield, CT

● 4,200 Full time undergraduate students, 2,800 graduate students

● Mission: assist in the development of human beings and of society by preparing its students to live in and make their contributions to the global community.

Office of Global Affairs

● 3 full time staff: Executive Director, Assistant Director, and Global Campus Recruiter

● 2 international campuses in Dingle, Ireland and Luxembourg

● Partner schools (Rome, Australia, London, and more), faculty-led programs, and some providers

● 300 students abroad annually, mostly short-term programs

Social Media Facts

Twitter● Created January 2015● July 2015: 156● October 2015: 176

13% increase in 2 months

Instagram● September 2014: <100● September 2015: 481

>300% increase in a year

Case Study: Sacred Heart University

Posts of Big Red abroad

Global Ambassador of the Week

Successful InitiativesStudent Blogs

Marketing & Communications Dept.

Marketing & Communications

Institution Profile: CISabroadWho are we?

Since 1999, CISabroad, Center for International Studies, has been providing college students with the opportunity to do a year, semester, summer, or internship abroad to gain international experience, cultural immersion, and internationalize their undergrad degree.

2,000+ enrolled students in 2014-2015

44 U.S. based staff, 1 Marketing Manager

70% of our students receive CISabroad scholarships

North AmericaHawaiiCentral AmericaCosta RicaSouth AmericaEcuadorPeruArgentinaEuropeUK (England, Ireland, Scotland)FranceGermanySpainItalyCzech RepublicGreece

AfricaGhanaSouth AfricaMorocco (Multi-Country)AsiaChinaOmanThailandTurkey (Multi-Country)AustraliaTownsvilleMelbourneNewcastleSydneyGold CoastNew ZealandWellington, North IslandDunedin, South Island

Case Study: CISabroad#1 Takeaway: Prepare students for their digital journey and utilize on-site staff &

students for their authentic experience!

Travel Blogger Scholarship

Successful InitiativesPhotojournalist/ Videojournalist Scholarship

Instagram Takeover

Successful InitiativesOn-site Photo ContestAlumni Ambassadors

Takeaways: Tips for Successful Student-Led Media● Empower

○ Students: you’re the expert○ Resist the urge to post on their behalf○ Create and share platforms that are easy to use

● Educate○ What are their goals? Why should they be investing time in doing this?

● Guide○ Policies are important - write it down!

● Monitor○ Mechanisms for delivering feedback and arranging for periodic check-

ins

● Control ○ Carefully document and access and record log-in information ○ Use any office funds as incentive for students. $50 gift card = 50 photos!

Tips for Successful Cross-Campus Collaborations

● Understand the Big Picture○ How does study abroad fit into your

campus culture?○ Get to know other offices - goals,

personalities, processes, etc.

● Articulate and Educate ○ Develop an “office elevator pitch”

○ Why should they be investing time in you?

○ E.g., total revenue generated, contribution to

fulfillment of your institution’s mission, etc

What will work for YOU? Brainstorming session.Identify the challenges and opportunities at your institution.

Marketing Strategies and Tools

Coupon: HOOT415IN1 (60 day trial)

About $10 a month

Social Media Editorial Calendar FREE

Work study/ ALUMNI FREE

Dropbox FREE

Editorial Calendar Date Channel Message Link Notes

Monday, Nov 2 FB, Twitter, Instagram Study Abroad Application Deadline

http://www.cisabroad.com/application-deadline

post every year

Tuesday, Nov 3 FB, Twitter, Instagram Travel Tip Tuesday!Send a postcard to your study abroad office.

Image of a postcard Get on popular hashtags on campus!

Wednesday, Nov 4 FB, Twitter, Instagram What does “Study” in Study Abroad really mean?

link to blog article, current student testimonial

Thursday, Nov. 5 FB, Twitter, Instagram Meet the Staff! Come into the office - we don’t bite.

Link to blog

Friday, Nov 6 FB, Twitter, Instagram Ready to survive a long plane ride?

Link to a buzzfeed article/ matador network

Promote China

Questions?

THANK YOU. Shukran GRACIAS gràcies (GRAH-syuhs) TAK merci DANKE mahalo GRAZIE Xièxiè KOP KHUN