snapshot: swiss academia and social media - june 2013
TRANSCRIPT
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Agenda 10:30 Snapshot: Swiss Academia and Social Media 11:15 SNF’s Social Media Strategy
Philippe Trinchan, Head of Communications 12:15 Lunch 13:30 Making the Most of Radian6 14:30 Coffee Break 15:00 Workshop: Case Scenarios 16:00 Social Media Discovery with Kian Rieben,
Faveeo.com and Yan Luong, EPFL 17:00 Wrap-up
#higheredCH
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Who is Here Today? Berner Fachhochschule Andrea Schweizer Andrea Wacher
EPFL Raphael Dupertois Colin Grisel Yan Luong
ETH Zürich Anders Hagström Nicole Kasielke Thomas Langholz Jun Sarbach @JunSarBach Dina Zwimpfer Ruflin
Fachhochschule Luzern Fabienne Fisch Adrian Stitzel @hslu
Université de Fribourg Nathalie Koenig Mustapha Obbad Cristina Pydde @SES_unifr Reto Siffert @retosiffert
Université de Lausanne Myriam Bango Guillaume Conne Pascal Waeber Sandrine Wenger
Universität Liechtenstein Herwig Daemon @herwigdaemon
USI Università della Svizzera italiana Ladina Caprez @LadiCap Sara Fedele @sara_fedele Gilda Schertenleib @Gilda__
Zürcher Hochschule für angewandte Wissenschaften (ZHAW) Philippe Fabian @philippe_fabian Philipp Funk @philipp_funk Manu Heim @moltebeeri
Formation Continue UNIL-EPFL Jeremy Packham @JeremyPackham
Université de Neuchâtel Claudine Assad Bernard Lechot Dilyana Petrova Giovanni Sammali
Universität Basel Matthias Geering @GeeringM Anne Zimmermann @UniBasel_en
Snapshot: Swiss Academia and Social Media
Initiative of the State Secretariat for Education and Research SER Annex of the Consulate General.
Swiss Knowledge Network with outposts in Boston . San Francisco . Shanghai and Singapore
June 19, 2013
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• Snapshot • Content Tips • What’s New? • Conclusions
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• Snapshot • Content Tips • What’s New? • Conclusions
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Technical Note • For the first time, we are looking at all Swiss universities
and universities of applied sciences (+ Liechtenstein) • Historical data might not be available for institutions that did
not participate in the social media program (2010-2012) • Let us know if an official account is missing
Liechtenstein
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Facebook | Likes
" EPFL catches up with HSG again
" Consistent growth across the board, but EPFL standing out
0
3000
6000
9000
12000
EPFL
HSG
EHL
UZH
UNIB
E UN
ILI
UNIN
E UN
IGE
USI
ZHdK
UN
IBAS
HE
VS
ZHAW
HS
LU
UNIFR
SU
PSI
UNILU
EC
AL
HTW
HWZ
HEIG
-VD
HESS
O FF
HS
EIAFR
PH
ZH
FHNW
NT
B EL
S BF
H HE
DS
HEDS
FR
PHZU
G
Likes Q4 2012 Likes Q1 2013
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Facebook | Likes
" Try new things and see how your audience reacts
" Easy wins: merge your pages + places to consolidate presence
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Facebook | Likes
" New: UNIL’s Facebook page
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Departments on Facebook | Likes
HSG‘s departments are most liked (Q1 2013).... 7809 7656
3492 2534 2402 2039 1923 1794 1784 1755 1678 1355 1224 1157 1115 1074 1034 1005
955 885 743 714 691 682 679 640 631 626 620 613 576 553 524 522 519 512 484 443 433 424
HSG Start HSG Alumni Master Landscape Architecture ETH Zurich, Prof. Girot ZHAW School of Management and Law AEHL - Alumni Network Hochschule der Künste Bern/Haute école des arts de Berne USI Servizio Alloggi ETH-Bibliothek Zürich TheStGallenMBA Universität St.Gallen - Unisport University of St.Gallen Student Union SHSG Landscape Architecture Swiss Federal Institute of Technology ETH Zurich Chair Prof. Girot SES unifr Absolvententag ZHAW HSG Talents Conference HSG Campus AMIV an der ETH School of Business FHNW Musikwissenschaftliches Institut Universität Basel HSG Professional ZHAW LSFM Institut für Marketing, Universität St.Gallen (HSG) Swiss Tropical and Public Health Institute (Swiss TPH) Usi Servizio Orientamento Academy of Art and Design, Hochschule für Gestaltung und Kunst, HGK FHNW Berner Fachhochschule AHB ETH juniors USI SUPSI Sport Universität St.Gallen - Career Services Center (CSC-HSG) Coaching EPFL ETH Zuerich - Informationstechnologie und Elektrotechnik (D-ITET) Cours d'été - Université de Genève Hes-so Valais - Travail Social HSG Research IAM Institut für Angewandte Medienwissenschaft, ZHAW, Winterthur ZHdK Musik Forum EPFL Université Neuchâtel - Service des sports (SUN) USI EMScom Executive Master of Science in Communications Management Informationszentrum Chemie Biologie Pharmazie
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Departments on Facebook | Likes
... and are strongly represented on Facebook. 27
21 20
17 16
15 14 14
13 7 7
6 5 5
4 3 3
2 1 1 1 1 1
HSG UZH
ETHZ UNIFR ZHAW
UNIBAS EPFL
FHNW ZHdK
BFH UNIGE
USI HESSO SUPSI HSLU
UNIBE UNINE UNILI
EHL ELS FHS HEG
UNILU
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HSG’s Hub Strategy on Facebook
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Twitter | Followers
" Most followed are EPFL, ETHZ, and UNIGE
0
1000
2000
3000
4000
5000
6000
@EPFL
_en
@EPFL
@ETH
@UNIGEn
ews
@ETH_e
n @hs
lu @un
il @uz
h_ne
ws @USI
news
@EHLn
ews
@UniBas
el @un
ibern
@HSGSt
Gallen
@unifr
@UniNeu
chate
l @ZH
AW
@fhhwz
@HTW_C
hur
@UniLuz
ern
@FHNW
@un
i_li
@hes_
so
@bfh_
hesb
@heigv
d
@HEADG
ENEV
E
@uzh_
news_
en
@phzu
erich
@EIAFr
ibourg
@FF
HS
@hess
ovala
is
@PHZ_
Luze
rn
@PHZ_
Zug
@zhdk
_zur
ich
@UniBas
el_en
@PHTG
Kreu
zling
en
@ecal_
ch
Followers Q4 2012
Followers Q1 2013
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Twitter | Followers
" Crucial decision by EPFL live tweet at AAAS this year (one of the most important general science venues)
" EPFL has an EPFL_Live account for live tweeting
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Twitter | Followers
" Most followed are EPFL, ETHZ, and UNIGE
0
1000
2000
3000
4000
5000
6000
@EPFL
_en
@EPFL
@ETH
@UNIGEn
ews
@ETH_e
n @hs
lu @un
il @uz
h_ne
ws @USI
news
@EHLn
ews
@UniBas
el @un
ibern
@HSGSt
Gallen
@unifr
@UniNeu
chate
l @ZH
AW
@fhhwz
@HTW_C
hur
@UniLuz
ern
@FHNW
@un
i_li
@hes_
so
@bfh_
hesb
@heigv
d
@HEADG
ENEV
E
@uzh_
news_
en
@phzu
erich
@EIAFr
ibourg
@FF
HS
@hess
ovala
is
@PHZ_
Luze
rn
@PHZ_
Zug
@zhdk
_zur
ich
@UniBas
el_en
@PHTG
Kreu
zling
en
@ecal_
ch
Followers Q4 2012
Followers Q1 2013
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Who is New?
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Who is New?
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What is New?
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Twitter | Lists
" Use as Twitter measurement tool and content source
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Facebook | Engagement Rate
# of Likes + Comments + Shares of Post Total # of Page Likes
x 100
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Facebook | Most Engaging Posts
94% Have picture, illustration or video
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Facebook | Most Engaging Posts
#1: Haute Ecole de la Santé La Source with Harlem Shake Video
Engagement rate: 26.9 (Average: 4.4)
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Facebook | Most Engaging Posts
#2: Ecole Hotelière de Lausanne with alumni meeting announcement
Engagement rate: 11.5
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Facebook | Most Engaging Posts
#3: EPFL with news about ranking results
Engagement rate: 9.4
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• Snapshot • Content Tips • What’s New? • Conclusions
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A Few Content Tips
Give a shout-out to a student
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A Few Content Tips
Come up with teasing tweets or posts and don‘t give everything away already. Make them click the link.
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A Few Content Tips
Feature alumni or student success stories.
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A Few Content Tips
Don‘t be afraid to repeat content.
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A Few Content Tips
Engage them!
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A Few Content Tips
Find out what your audience cares about.
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A Few Content Tips
Leverage your department‘s content.
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• Snapshot • Content Tips • What’s New? • Conclusions
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Not Only ECAL Has New Presence…
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…UNIBAS Also Had Some Big News.
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And You?
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Official Social Media Presence Reports For more numbers and charts, download your report at socialmediaswitzerland.org/participants
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• Snapshot • Content Tips • What’s New? • Conclusions
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Conclusions " Growing professionalization of the management of social
media at Swiss universities
" Social media is being taken more seriously
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Conclusions " Swiss universities are becoming more innovative with
content: University of Basel's blog success with BEAST. Harnessing student voices in a cohesive manner is no small feat.
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Keep an Eye on…
…Google+ (open a personal account to test). We will have a webinar with the Google team.
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Keep an Eye on…
" Try out Twitter analytics
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Keep an Eye on…
" Interested in establishing your social media presence in China? Talk to our colleagues at swissnex Shanghai.
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QUESTIONS?
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Coming up • June 26: Hootsuite Introduction (webinar) • More webinars, including Patrick Power about Social Media
Metrics • September 15-21: Fall Study Tour • Fall: Social Media Summit • CASE SMC 2014: March 26-28, Los Angeles http://
www.case.org/Conferences_and_Training/SMC14.html