Implementing a digital strategy at Gembloux Agro-Bio Tech (Université de Liège)
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Transcript of Implementing a digital strategy at Gembloux Agro-Bio Tech (Université de Liège)
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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