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eduWeb 2008: It’s the Community Stupid! Karine Joly Closing Keynote

July 23, 2008 Leave a comment

Karine Joly, founder of CollegeWebEditor.com

Posts on CollegeWebEditor.com

2005 – RSS (17), podcasting (46)

2006 – blogs (84)

2007 – video (51)

2008 – social networking (58), twitter (12)

So Many Tools, So Little Time

Facebook, Blogger, flickr, twitter, myspace, WIkipedia, del.icio.us

“The medium is the message.” Marshall McLuhan – Understanding Media: The Extensions of Man 1964

“The conversation is killing the messanger, the message and the recipient”

We are in communication overload. It has become very difficult to keep up with the conversation. We have reached the tipping point of information and the ability to upkeep

Big Questions:

What’s important?

  • twitter, blogs, facebook, myspace, what should we do?

How do you catch up?

  • YOU CAN’T

How do you keep up?

  • YOU DON’T

Stop, breath and start to think about what is the core mission of web marketing and communication in higher education. Remember that we are in the relationship building business. Every day, we do whatever we can to build a long lasting relationship with our constituency, the students. We tend to forget that high school juniors and seniors will become a current student, will graduate and will become a regular and major donor. So it’s really until their death do us part and they leave us a nice benefit.

Conversations build Relationships

You can have authentic conversations with people that are many miles away from you institution.

The community has become central to our job today, because we can’t build relationships with our students without incorporating the community in our plan.

Book: groundswell – by Charlene Li & Josh Bernof

Really good book, talked about a lot at the conference. Mentioned in both keynote speeches.

“Community is about people’s need to connect [even with you], not your need to control”

7-Step Plan

  1. Their Needs
  2. Your Goals
  3. Participatory Design
  4. Exclusive Valuable Content
  5. Listen, Identify, Empower
  6. Cross Promote
  7. Treat them as Stakeholders

What can you do for them?

You have to ask the students what their needs are, what are their expectations, their preferred communications channels. You have to approach the students like a waitress and ask what they are needing.

What do you want?

Focus on your goals.

If you build it with them, they will come.

You can build a beautiful website, but no one will come if you aren’t working in the community. You have to approach it by building it with your audience/community. The few will help you get to the larger community.

Exclusive Content – Conversation Starters

There are so many options, you have to give them a reason to come. Imagine you are backat home and you are known for your great holiday cookies. Chances are, they will come by and get a cookie. Same with social space on the web, you must offer something different that will push people to come and visit. Exlusive content are the cookies, and Conversation Starters are like very focused answers to questions about campus.

Listen, Identify, Empower

By listening to the community, you will be able to identify the most active and vocal people. You must empower them because they are the growth of the community. They will help make your community stronger and stronger. It’s all about engagement. it’s important not to ignore those super-community members

Call them back – on their terms

Once they go, you have to remind them to come back. Let them know you are still there. Find out what kind of channels that they are using. You need to provide updates on their terms. Something that will entice them back into your community space.

Meet your new boss(es)!

They are now the real bosses of your department. What they want is paramount. The power users are your bosses. They will make or break your initiative with the community. It’s important to treat them well. If you do, they will be thankful and you will succeed.

DON’T IGNORE THE SUPER USERS!

Never forget that THEY know more than you do, just as the higher ed community knows more than I do.

Butler Unviersitysocial media website. Brad J Ward, Electronic Communication Director

  • 220k page views
  • 340 members
  • 1,61 forum posts
  • 68% incoming students found it helpful

Keene State College Ning Site, Mike Caufield, Director of Web Communication

They did a slow roll out, slowly letting more and more people know about it.

  • 697 members
  • 876 uploaded photos
  • 20 groups created by members
  • 82k monthly page views
  • 45% members invited by peers (Wow!)

University of Nebraska, Lincoln, Vendor Social Network

  • 2,300 registered admitted students
  • 51% never made an official visit
  • of these, 83% submitted a deposit

The Last Word…

go to CollegeWebEditor.com/secret to help share with the whole community about your secrets about how you implement social media in your college.

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