the university of kansas team members: heather pierce brian steele greta simons
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THE
UNIVERSIT
Y
OF KANSAS
TEAM MEMBERS:
HEATHER P IERCE
BRIAN STEELE
GRETA S IMONS
SOCIAL M
EDIA
&
STUDENT
HOUSING
HELPING THE
DEPARTMENT "TAKE FL IGHT"
TRAV
EL
ITIN
ERARY
GO
ALS
OF T
HE D
EPT.
OF S
TU
DEN
T
HO
USIN
G T
HAT W
I LL B
E S
ER
VED
WI T
H
SO
CI A
L MED
IA:
1. Promoting academic success, growth, leadership, and participation in all our communities.
2. Maintaining a variety of innovative and affordable environments through effective management
HOW S
OCIAL M
EDIA
HELP T
HESE GOALS
:1.Promoting academic success, growth, leadership, and participation in all our communities.
2. Maintaining a variety of innovative and affordable environments through effective management
Students can be a part of their
community online
Links to resources, scholarship
s, and opportuniti
esNew
ways to reach out to
students
Advertising &
BrandingEncourage a new type of student leader
Staying relevant, staying
innovative
FEARS O
F TA
KING
FLIG
HTW
HAT I
S H
OLD
ING
US B
AC
K?
“There are so many outlets for social media, it can be
overwhelming.” (Dawson 2008)
“Creative ideas, but no clear understanding on how to follow through using social media. “
(Brady 2011)
“Administration felt that social media was just a
fad, but now fear it is too late to join the bandwagon.”(Dryer 2010)
“A typical university with 20,000-student population on campus, might only have 1,000
followers on Twitter and nothing but
spam posts on their Facebook
wall.”(Brady 2011)
“Most Universities social media sites are not successful.”
(Lipka 2009)
IN C
ASE OF
EMERGENCY
HO
W T
O N
OT L
OSE P
RESS
UR
ERemember social media is NOT:
A platform to blare a message: Facebook and Twitter were never meant to distribute news releases and marketing slogansDamage Control:
while it is important to establish guidelines for the conversation, it is not a means to control the conversation. Rather, a vital place to host the conversation. A self Driving machine:
Social media is not a “set it and forget it” but it takes time and effort
IN C
ASE OF
EMERGENCY
HO
W T
O N
OT L
OSE P
RESS
UR
E
Passengers: Remember
social media strengths:
Communicating Micronews: Social media is perfect for posting snippets of information beneficial to the housing community.
Humanizing the Department of Student Housing: KU is a large state school with a large housing department, social media allows us to show our unique personalityIncrease Engagement
Among Our Biggest Fans: Social media allows housing to generate positive conversation
Establishing Relationships: Social media allows us to engage prospective students, while keeping in touch with current and past residents
Forming a Like-Minded Community: Social media is a place people talk about their passions, lets make student housing one of these passions.
IN C
ASE OF
EMERGENCY
HO
W T
O N
OT L
OSE P
RESS
UR
EAttention
Passengers: Remember
Your AudienceUse separate networks
Information that is beneficial to apartment living
complexes will be lost among the other housing
audiences. We must create separate pages/accounts to engage them all separately.Read research
Find out who is accessing our social
media sites to conform to that audience
Ask our audienceCreate questionnaires to find out where students
spend time onlineTalk to other schools:
Find out what has worked on other campuses, odds are it
might just work on ours.
IN C
ASE OF
EMERGENCY
HO
W T
O N
OT L
OSE P
RESS
UR
E
3. Invite accepted students to their own exclusive
network
1. Include incentives for
joining
4. Social media signage and invitations at campus events
2. Integrate social media into overarching
campaigns
Attention Passengers: In Case of Turbulence
BUCKLE YO
UR
SEATBELT
S
1. Staff will be trained on how to use social media effectively at pre-established Fall & Spring Trainings.
2. The department already is moving to all online contracting. Promoting this goal through social media.
3. Use NRHH to create a new “Of The Month” (OTM) category for best use of social media.
4. Create new leadership roles for students. Allow students to strategize the uses for social media and how best to implement strategies to meet our goals.
HOW WILL THIS WORK
AT THE UNIVERSITY
OF KANSAS?
TURBULE
NCE
The University of Kansas
prides itself on tradition.
Branding the Department of
Student Housing for social media
purposes.
Large school, living on-
campus is not a requirement.
Diverse populations
within Student Housing
TH
E C
HA
LLEN
GES O
F S
OCI A
L MED
IA
TURBULE
NCE
The University of
Kansas prides itself on tradition.
TH
E C
HA
LLEN
GES O
F S
OCI A
L MED
IA
1. New traditions can be formed, and once the students take hold of them, they will last.
2. Student Housing should focus on how to create ownership among the student population: involve students in all planning and strategy meetings.
Large school,
living on-campus is
not a requireme
nt.
1. Social media can help with filling spaces, letting students realize the benefits to living on campus.
2. Accessibility to information previously not available.
TURBULE
NCE
Branding the
Department of Student Housing for social media
purposes.
TH
E C
HA
LLEN
GES O
F S
OCI A
L MED
IA
1. Social media will help connect the KU Jayhawk to living on campus and being a part of the student housing community.
2. Harnessing the enthusiasm behind the school’s mascot to promote living on campus.
Diverse population
s within Student Housing
1. Provide a central place where students can connect with one another.
2. The sense of connection, all are a part of one community.
JUST
PLANE S
MART
VI E
WIN
G S
TUD
ENT H
OU
SIN
G A
S A
BU
SIN
ESS1. The Department of Student Housing at KU is like a business.
2. The department is a stand alone department at the University that recruits and contracts students to live in on-campus housing
3. While the educational aspect is different than other housing providers, it is very similar in marketing and advertising efforts.
4. Viewing Student Housing as a business allows us to look to businesses with successful social media strategies. Business with similar philosophies and missions.
SOUTHW
EST AIR
LINES
A L
ESSO
N I
N S
OC
I AL M
EDIA
STR
ATEG
Y
1. The news media has been buzzing about how well Southwest Airlines uses social media.
2. In Higher Education, we can learn from this great business example and implement key strategies into our departments.
3. Since 2006, Southwest ranked #1 in lowest number of complaints according to the Department of Transportation. (Bamber 2009).
4. While the industries are different, the spirit and motivation of Southwest Airlines and the KU Department of Student Housing are not far from one another.
FOLL
OWIN
G THE LE
ADER
T AK
I NG
FL I G
HT
WI T
H T
HE
LE
AD
ER
IN
SO
CI A
L
ME
DI A
Southwest’s human resource strategy is geared towards the development of a cohesive team that focuses on team performance instead of individual results.
The company is a strong supporter of work/life balance and the importance of family
The Department of Student Housing focuses on teams as well. Committees are important, and no one individual’s results are the focus.
Higher Education always strives to maintain the work/life balance and the importance of family.
FOLL
OWIN
G THE LE
ADER
T AK
I NG
FL I G
HT
WI T
H T
HE
LE
AD
ER
IN
SO
CI A
L
ME
DI A
“Listen & Personalize” is the Southwest philosophy for any type of complaint or request. Each person is unique.
The Department of Student Housing focuses on Schlossberg’s Theory of Mattering (1989), in which each individual needs to feel as though their being a part of the community matters.
FOLL
OWIN
G THE LE
ADER
T AK
I NG
FL I G
HT
WI T
H T
HE
LE
AD
ER
IN
SO
CI A
L
ME
DI A
Department of Student Housing employees are asked to serve on many committees and time is very hard to come by. Knowing that there is not a massive workforce needed to get these results is encouraging!
Southwest believes that Social Media takes people, but not as many as you think!
-12 million monthly visits to its website.-1 million Twitter followers-1.3 million Facebook “likes”-29,000 reviews on TravelGuide
…and 5 employees running Social Media.
FOLL
OWIN
G THE LE
ADER
T AK
I NG
FL I G
HT
WI T
H T
HE
LE
AD
ER
IN
SO
CI A
L
ME
DI A
University departments are always encouraged to collaborate with one another. Using social media in the Department of Student Housing could mean collaboration efforts with Admissions, Financial Aid & Scholarships, Athletics, Student Senate, and more.
Southwest believes that Social Media Strategies open the door for opportunities in collaboration.
For Southwest Airlines, this means partnering with business, charities, and the people that make their business grow – the customers!
FOLL
OWIN
G THE LE
ADER
T AK
I NG
FL I G
HT
WI T
H T
HE
LE
AD
ER
IN
SO
CI A
L
ME
DI A
University departments are always encouraged to collaborate with one another. Using social media in the Department of Student Housing could mean collaboration efforts with Admissions, Financial Aid & Scholarships, Athletics, Student Senate, and more.
Key Concepts for Southwest’s Social Media Strategy:
For Southwest Airlines, this means partnering with business, charities, and the people that make their business grow – the customers!
AN
D W
HY
SH
OU
LD
TH
E D
EP
AR
TM
EN
T O
F S
TU
DE
NT
HO
US
I NG
?
WHY
DID S
OUTHW
EST
START
USIN
G SOCIA
L
MEDIA? Simply… to answer the
question…
“What Makes Us Unique?”
AN
D W
HY
SH
OU
LD
TH
E D
EP
AR
TM
EN
T O
F S
TU
DE
NT
HO
US
I NG
?
WHY
DID S
OUTHW
EST
START
USIN
G SOCIA
L
MEDIA?
Southwest began with blogging – to update specials and tell unique stories.
Then they moved these same features to Facebook & Twitter
AN
D W
HY
SH
OU
LD
TH
E D
EP
AR
TM
EN
T O
F S
TU
DE
NT
HO
US
I NG
?
WHY
DID S
OUTHW
EST
START
USIN
G SOCIA
L
MEDIA? Southwest believes that
“Our brand is suited to social media because of it’s natural progression of our 37 year commitment of having authentic relationships and conversations with our customers”
This can also be true for
the Department of Student Housing!
THANK YO
U FOR
FLYI
NG WIT
H US!
We know you have many options when it comes to Social Media strategies.
We believe that modeling ourselves off the business world will give us the cutting edge advantage and best
relevancy for our students.
HOPE TO SEE YOU AGAIN SOON!
REFERENCES:About Southwest. (n.d.). Southwest Airlines. Retrieved February 18, 2011, from
http://www.southwest.com/html/about-southwest/index.html?int=GFOOTER-ABOUT-ABOUT
Alexander, B. (2008). Social Networking in Higher Education. The tower and the cloud: higher education in the age of cloud computing (p. 197-201) Boulder, CO: Educause. Retrieved February 16, 2011, from http://net.educause.edu/ir/library/pdf/PUB7202s.pdf
Bates, T. (2011, January 29). Social media in higher education and barriers to change. e-learning and distance education resources. Retrieved February 12, 2011, from http://www.tonybates.ca/2011/01/29/social-media-in-higher-education-and-barriers-to-change/
Brown, M. (2011, January 31). Southwest Airlines Social Media Strategy “ Lessons for All Organizations | Social Media Today. Social media news, strategy, tools, and techniques | Social Media Today. Retrieved February 16, 2011, from http://socialmediatoday.com/mikebrown-brainzooming/266092/southwest-airlines-social-media-strategy-lessons-all-organizations
Dawson, R. (2008, August 10). Four great visual representations of the social media and Web 2.0 landscape | Trends in the Living Networks. Trends in the Living Networks | Ross Dawson on opportunities for business and society in a hyper-connected world. Retrieved February 17, 2011, from http://rossdawsonblog.com/weblog/archives/2008/08/four_great_visu.html
Dryer, J. (2010, August 18). Social Media Integration in Higher Education | Social Media Strategery. Social Media Strategery. Retrieved February 18, 2011, from http://steveradick.com/2010/08/18/social-media-integration-in-higher-education/
Field, C. (2011, January 11). Social Media Use in Higher Education. The Social Penguin Blog. Retrieved February 16, 2011, from http://thesocialpenguinblog.com/2011/01/11/social-media-use-in-higher-education-claire-field/
LIPKA, S. (2009, May 1). Colleges Using Technology to Recruit Students Try to Hang On to the Conversation - Archives - The Chronicle of Higher Education. Home - The Chronicle of Higher Education. Retrieved February 22, 2011, from http://www.chroniclecareers.com/article/Colleges-Using-Technology-to/117193/
Roberts, J. (2011, February 2). Why Your Schools Social Media Strategy Is Falling Behind. - Classroom 2.0. Classroom 2.0. Retrieved February 18, 2011, from http://www.classroom20.com/profiles/blogs/why-your-schools-social-media
Brady, D. (2011, February 11). Social Media in Higher Education White Paper. SEO Firm - Search Engine Marketing | Fathom SEO. Retrieved February 18, 2011, from http://www.fathomseo.com/resources/guides/social-media-marketing.asp
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