tweets and twitter for brand amplification€¦ · twitter @ cardiff university @cardiffunipress...
TRANSCRIPT
Sandra Elliott - Director, International and Marketing
Cardiff University
Tweets and Twitter for Brand Amplification
Strategy Development – Digital Footprint
Where do we stand against our
competitors
Engagement levels with our
followers
Sentiment analysis
Strategy Development – Our Approach
More than just about marketing and communications
University wide Task and Finish Group
Work with internal expertise
Strategy Development – Our Approach
It’s not about the technology…
Strategy Development – Our Approach
It’s about…
The MESSAGE
The PEOPLE
How we USE the technology
Strategy Development – Our Approach
Engagement is everywhere
Teaching & Learning
Research
Administration &
Support
Marketing,
Communications & PR
Human Resources
Student Recruitment
Alumni
Business Relations &
Commercial Division
Innovation &
Engagement
Strategy Development – Our Approach
We don’t control our brand
Strategy Development – Our Approach
We can’t control but
we can educate,
inform and inspire
Strategy Development – How we did it
Identify Key Communities
[support staff, teaching and learning staff, research staff, students]
Explore Current Social Technological Practices
[@CardiffUni & @OtherHE]
[survey, in-depth interviews, workshops]
Discover ‘Case Insights’ – Inspired Other
[Examples of Good Practice @CardiffUni]
Map New Ideas for Social Media
[Strategy 2012-2015]
Develop Guidance for Social Media
[Generic & @School]
Strategy Development – What we have now
An aspirational yet achievablestrategy with credibility and internal
buy-in, identifiable champions and
case studies
The Twitter Revolution
400 million tweets a day
200 million active users
Used by people in every country in the world
Available in more than 33 different languages
60% of users login via their mobile devices
Twitter @ Cardiff University
@CardiffunipressPress Office account – used to tweet about news
stories and connect with journalists
Four accounts managed by the public relations team
@Dylan_TheDragon
Account of the University mascot – allows for a more relaxed tone
@PrifysgolCdyddMain brand Welsh language account
@CardiffuniMain brand account, 27,000+ followers
Undergraduate Recruitment at Cardiff
Key channel for student recruitment
Use @CardiffuniUG to connect and engage in
conversation with prospective students
The Stephen Fry Factor
Undergraduate Recruitment at Cardiff
Insiders – the voice of the
Cardiff student
Power Hour
Open Day – snap the dragon
competition using #cardiffopenday
Results day / Clearing
Graduation
Establish and communicate hashtag
early e.g #CU2013
Use Twitter Walls in venue and around
campus
@CUGradReporter
Engage with alumni and prospective
employers to tweet messages of support
Honorary Fellows
Engagement – media and beyond
Use Twitter to highlight
stories to key high profile
individuals and
organisations – the retweet
factor
Hashtags to support PR
campaigns e.g #haveaword
But….it’s not all tweetness and light….
People will use social media channels to say and do stupid things
How are we addressing this?
- working into existing policies
- developing guidelines
- working with the Students’ Union on
awareness raising campaign
- Think Digital site as a source of
information, best practice and toolkits
