Social media objectives

1. To engage with social media and mobile technology to enhance the institution’s reputation, student & staff experience and deliver efficiency savings

2. To work with colleagues across to institution to achieve far reaching engagement

3. To fully integrate social media & mobile marketing into all core campaigns

Advantages of Social Media

• Online, including social media has become the most influential source in helping consumers make purchasing decisions(Source: Weber Shandwick inline research)

• Be more productive – less time at the same old networking events being sold to!

• Get help• Research• Stay up-to-date• Connect/reconnect

LinkedIn – a practical guide

• Visibility• Profile• Connect-ability• Google search rank• Enhance SEO• Groups• Discussions, news, updates• Applications• Advertising

Visibility

Complete profile

• Ensure your profile completeness gauge is at 100%

• Current position• At least two previous positions• Education• Profile summary• Profile photo• Specialties• At least three recommendations

• Headline (shows up in search results) – specific, think personal tagline, what’s in it for them

• Write everything for your audience

• Turn profile updates off while mass editing

Connect-ability

• Show all affiliations in your profile, current company, previous companies, education institutions, activities

• Add linkedin badge to email signature

• Import address book

• Mobile application “inPerson”

• 1st level connections you can contact directly• 2nd level through one friend – get introduced• 3rd level through a friend of a friend – get introduced through 2 people

Google search rank

• Make profile public• Give profile a custom url e.g. http://uk.linkedin.com/in/edlayt• Keywords• Include on staff profiles (….?)• Link with other social media

Enhance SEO

• Outbound links from profile to www.herts.ac.uk

• Outbound links from profile to blogs

Groups

• Create or join

• A you a thought leader?

• Do you have something valuable to add?

• Discover new connections – contact directly!

• Get informed

• Stay up-to-date with group digest emails

Discussions, news, updates

• Link in twitter updates #in

• Add value to discussions

Applications

• Events

• Slideshare

• Blog links

• Polls

Advertising

• Targeting

• CPC or CPM

• Bidding system with daily budgets

Is it working?

• Eyeballs

• Group activity

• Offline linking

• CTR’s

• On-site analytics for landing pages e.g. event registration

Questions