implementing a digital strategy at gembloux agro-bio tech (université de liège)
DESCRIPTION
As presented at the 2012 IROICA Conference (International Relations Officers’ Network of the Association of European Life Science Universities) about Communication and Management in the NET Generation.TRANSCRIPT
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Social media Platform use in the iros
implementing a digital strategy at Gembloux Agro-Bio Tech
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1. Introduction2. strategy3. building a digital practice
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foodthoughtfor
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no one recipe for successwhen it come to use of digital media
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2009
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from Faculté universitaire
des sciences agronomiques
toGembloux Agro-Bio Tech
Université de Liège
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www.facebook.com/AgroBioTech
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twitter.com/AgroBioTech
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twitter.com/AgroBioTech
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twitter.com/QuanahZimmerman
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Social media has disrupted the traditional communication mix.
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recruitinginternal communicationpublic relationspress relationspromoting sciencedigital strategy
areas of responsability at Gembloux Agro-Bio Tech
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Everyone else is doing it.viral abilityReach people where they are already playingcheck the statistics & demographics
other reasons why I care about social media at Gembloux Agro-Bio Tech
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Myths about social media
Do it alone
FREE EASY
Fad
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Facebook +850 millions 2004YouTube +800 Millions 2005Twitter +500 millions 2006LinkedIn +150 millions 2003Google Plus +180 millions 2011Pinterest +11 millions 2010
http://thesocialskinny.com/99-new-social-media-stats-for-2012/
USUAL FACTS
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1. Introduction2. strategy3. building a digital practice
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what do you want to achieve?
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It needs to be more about community than technology.
Social is about relationships and not marketing.
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Audithow are we doing?
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cleaning up the social media war field
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« One cannot not communicate »
Paul Watzlawick
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Students expect the university to be current and responsive online – when their posts don’t get answered they are not interested anymore.
A stale online presence can turn students off
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The internet provides a level playing field. Anyone can post content.
They will be talking about you online
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defining our publicAudience:
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Don’t engage in social media without knowing whom you’re trying to reach.
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demographicsStudents, prospects, alumni, parents, donors, faculty and staff, etc.
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every segment has
different needs
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How Different Generations Consume Media
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63% of Media-Savvy Consumers Use a Connected Device While Watching Live TV & 66% Do the Same When Watching Recorded Programming on DVRs.http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-051612_multiscreen
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The younger generation has grown up with social media. It’s like electricity, they expect it to exist.
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1. Introduction2. strategy3. building a digital practice
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strategy & implementationan organic process
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a social media (dream) team
social media manager
community manager
social strategist
editor
content creators
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in real life
content creatorssocial strategisteditorcommunity managersocial media manager
official job+
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Social media council
social media manager
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getting started
infrastructure
Qualityvs.
quantitystrategy
audience platforms
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Effective monitoringFiltering all the conversations.
Keywords, key phrases & hashtags.
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YouTubeone hour of video uploaded every second. A century of video every ten days.
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As of late 2011, there were approximately 250 million Tweets per day. At various peak moments through 2011, Twitter did as high as 8,000+ Tweets per second with at least one instance of over 25,000 Tweets per second.
4,630 Tweets per second, on average.
http://www.quora.com/Twitter-1/On-Twitter-how-many-tweets-are-there-per-second-on-average
June 7 2012: 400 million Tweets per day.
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Google AlertsGoogle Reader
& Third Party Apps
[old school]
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• share 415 pieces of content on Facebook• spend an average of 23 minutes/day on Twitter• tweet a total of around 15,795 tweets• check in 563 times on Foursquare • upload 196 hours of video on YouTube
On average in one year, we will:
http://thesocialskinny.com/100-more-social-media-statistics-for-2012
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information overload has always existed. the true problem is filter failure.
Clay Shirky
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real life social guy
content creatorssocial strategisteditorcommunity managersocial media manager
official job
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TweetDeck.com, HootSuite.com and SproutSocial.com.
Dashboards
But there are a bunch of other alternatives out there too.
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NutshellMail from Constant Contact tracks your brand’s social media activity and delivers a summary to your email inbox on your schedule.
http://nutshellmail.com
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Automate or Schedule?
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Automating Facebook posts to Twitter (& vice versa).
Are these automatic updates adding value or are they just noise?
#debate
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authenticity of scheduling your updates. #debate
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authenticity & transparency
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outsource your voice?#debate
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« Spin may work in traditional media but the internet has a built in B.s. detector »
Chris Pirillo
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speaking the language#challenge
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Develop a consistent voiceacross platforms
#challenge
Update Consistently
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(policies) & guidlines
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Communicate across campus:Introducing the purpose of social media
Find leaders
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Danger of operating in silos.
Sharing best practices.
Foster ongoing communication among all the people involved with social media
Communicate across campus
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making the student’s part of the process.
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No social media policy is inviting disaster.
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two approaches to social media policy making
an evolutionary
way
a clear policyfrom the outset
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evaluate
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Analytics
Volume is a great initial indicator of interest.
Reach measures the spread of a social media conversation.
Engagement: one of the most important areas to measure in social media.
Influence: Who’s talking about you and what kind of impact do they have?
Share Of Voice: How does the conversation about your brand compare to conversations about your competitors?
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http://twittercounter.com
Analytics
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http://tweetreach.com
Analytics
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Facebook Insightspagelever.com
Analytics
But there are a bunch of other alternatives out there too.
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Chasing the Numbers.#Mistake
Your average Facebook post only reaches 12% of your friends.
40% of Twitter users don’t tweet, but instead use it to keep up to date
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thanks!
let’s keep in touch@quanahzimmerman & @agrobiotech
www.gembloux.ulg.ac.be