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The [social] in Social Media NAFSA 2013

The [social] in Social Media presentation at NAFSA 2013
by

Noah Kuchins

on 8 September 2013

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Transcript of The [social] in Social Media NAFSA 2013

Keys:
[Listening]
[Engagement]
[Community Building]
[Social]
[trust]
[tools]
[brand vs community]
[activity vs noise]
[investment]
[where we’re heading]
[Mobile]
Aspects:
+Outbound Study Abroad+
+Inbound Study Abroad+
+International Student Service+
+International Student Recruitment+
Goals:
^marketing^
^community building^
^communication^
^information sharing^
^social programming^
Why universities (or any other organisation) should embrace the [social] in Social Media?
...where the audience is.
has +1 billion users
is the 2nd largest search engine
Immediacy of the Channel...
Past
Future
Prospective Students
Present
Staff
Yammer
Academia.edu
Media
Instagram
[mobile] Penetration
...as they invest more into [mobile] , Social Media sites are helping us connect more efficiently with one another...
Exchange and Engage
Mass Media
Publications
http://www.slideshare.net/kleinerperkins/2012-kpcb-internet-trends-yearend-update
http://techcrunch.com/2013/04/10/facebook-still-reigns-supreme-with-teens-but-social-media-interest-dwindling/
http://www.personalizemedia.com/garys-social-media-count/
2-way communications cannot be done in:
Happening as we speak
How is Social Media being used in International Higher Education beyond advertising, posting and gaining fans, followers, views and likes?
http://blog.chinainternetguru.com/2013/04/10/social-media-landscape-in-china-2013-infographic/
Website automation
In Language
Location Based
Target
Facebook Audiences
Date Specific (Birthdays e.g.)
[Listening]
Crowd Sourcing:
Solving an issue through peer to peer networking.
Social Media Transitions
Social Media vs. Social Injustice:
Creating social content while keeping it accessible to all types of users.
Students began registering at 10:20am PST, began discussing the problem at 10:22am, began discussing calling the SF State office at 10:25am, and SF State made its first Facebook announcement at 10:28am. This student decided that the office was taking too long to respond at 10:30am.

The need for instant gratification is strong in this one.
A fellow exchange student who had never spoken before, and not even been here tells another student to chill (even using the proper Californian intro, "Dude...")
"
Don't worry bros"
---
10 likes
"To their credit, they're dealing with this pretty rapidly"
---
2 likes
"I hate the waiting"
---
1 like
EXTRA: Exchange destination Groups
90 different destinations – 90 different groups
No official means of communication, no interference, no work
Invite via email to former, current and future incoming/outgoing exchange students
Student Ambassadors
EXTRA: Housing Problem
Limitations
Only international students used the group (they felt alone and abandoned)
Dutch students already had friends
Frequently used in the beginning and then the group died
Less complaints, except by other students
Questions?
Knowledge
Channel: restrictions
Facebook: minimum age 13
Orkut: google login
Flickr: yahoo login
Bloggers?
Target Audience
Prospective Students?
Current International Students and Scholars?
Exchange Students (Outbound & Inbound)?
Students thinking about exchange
Students who are on exchange
Students who have returned from exchange
Partner Institutions and Organizations?
Social (R)evolution








http://youtu.be/QUCfFcchw1w
Who is using Social Media for marketing purposes?
Let’s vote, Facebook Style!
Who is using online Social Media (like Facebook, Twitter or LinkedIn) in their daily work?
EXTRA: Short term – long term, about us - about audience
Roles of a [community] manager
Explorer: find out what interests, motivates, influences and challenges. Be curious, dare to ask, analyze findings

Builder: build relationships, react to community, make new content, dare to experiment

Translator: share findings, translate findings to organization purposes, create common ground.
EXTRA: Housing Problem
Housing Problem
Private room with private facilities outside of the city center “Diemen”
Too far away, too expensive “we want to move”
Facebook group with Dutch and International Students
Making intercultural Friends and organize / announce events
What to listen for...
Get everyone involved


Creators:
Ask students to help build the page

Conversationalists:
Offer the option to update status

Critics:
Create tools to create improvements

Collectors:
Provide information to share with the network

Joiners:
Provide info on other interesting pages/groups

Spectators:
Post information to read/use

Inactives:
Give instructions on how to use social media

Raise your EdgeRank
Twitter

Quick and current news
Sharing opinions
Direct feedback
Offers a forum
Channel: restrictions
Channel: top 10
Facebook 1000 million
Trombi.com 704
Twitter 500
Qzone 480
Google+ 400
Sina Weibo 300
Habbo 268
LinkedIn 200
Vkontakte 123
Bebo 117
Channel
Personal
Trustworthy
Neutral
Timely
Likeable
Shareable
Interactive
Simple
Student generated
Target Audience
Needs Assessment

Not all students use Facebook
Formal (university) Information should be on Blackboard, not on facebook
Facebook is recreational, social, personal
Like the UvA, but not befriend the UvA.
Who is using Social Media to integrate international students with local students?
EXTRA: Psychological support
Psychological help
No guarantee Privacy and Trust
Facebook is Fakebook: Fun Information
Need to Break Out of Social Isolation
Blackboard: Information and Assignments


Timing is important
Exclusive content
Interaction
Be personal
Draw attention
Use photos
Strategies
Target
Management


Establish rules: (do’s and don’ts)
Assign a [community] manager
Pick a style of moderation (community or central)
Reward [active] community members
Let’s vote, Facebook Style!
So what level of participant are you?

Who tweets on a regular basis?
Level of Participation

Creators
Conversationalists
Critics
Collectors
Joiners
Spectators
Inactives
Relevance
Less involved community
Involved community
EXTRA:
involved manager

Tour leader Hostess


Editor Moderator

less involved manager
Channel: specially developed
Dating sites?

Blackboard
CollegiateLink
OrgSync
Groupspace
iLearn
Channel: restrictions
A social network for the Gothic
and industrial subculture

Online language learning

Connect with old classmates
(in Russia and former Soviet republics)

For general social purposes
use a general technology
Monitoring/ Evaluation
Target Audience
Content
Objectives
Promotion
Management
Knowledge
Channel
Engagement
Foundations of a Social Network
[Engagement]
Why do you think instagram/pinterest are so popular? They’re shortcuts, mental pictures for a series of complex thoughts, and expressions. When we post a picture, it can say more about what we’re thinking and feeling, or mask what we’re feeling, or reveal what we’re feeling through sentiment, an instant sentiment that is shorter than words, and helps us sort through noise, or distracts us for a minute. A beautiful image at the right time might have a profound effect on someone… just as any recollection of event or personal connection. Think about it, we don’t ever follow those people who we grew up with and haven’t spoken with for 20 years, but if they post a picture of their youth, at the time when we knew them, we instantly have their attention. So photos, how important are they? the results speak for themselves.. Photos are a direct expression, so spend time thinking about your photos… and have many options on hand.
[Groups]
[audience]
[you]
[Groups]
The [social] in
Social Media

[studies]
[Channels]
Noah Kuchins - SF State
Guido de Wilde - Uv Amsterdam
Contributors: Sarah Guthrie, George Hernandez, James Aspin
#nafsa13
may 28th,
#nafsa13
[Listening]
[Engagement]
[Channels]
[Mobile]
Creator…….........….24%
Conversationalist...........33%
Collectors....…20%
Joiners………..…...................……59%
Spectators…...................……..70%
Inactives……...............……..17%
Critics………...........……....…….37%
Levels of Participation
[Social]
[Community Building]
Number of Original Posts and Responses – Flipped View
Currently...
The
Future...
Immediacy
Don’t just build a network
The social web is becoming
more like reality...
In the behavioral sense, people
online are acting the same as always...
However, we can now analyze, interpret and predict [social] behaviors across the globe, across language barriers, and cultures...

Thanks to...
Where does international education fit in?
...In fact, that is why[social] media is growing so immensely...
It is not yet as
[dynamic]
as we are.
#beyondfb
[Community
Building]
http://www.technobuffalo.com/2013/04/14/social-media-not-so-popular-with-teens-now/
"Social Networking is a Means to an End…
You Need to Understand What the End is."
Paul Adams: The Real Life Social Network v.2
Content
[Mobile]
belongs to teenagers...
+
Community =
Generation App
90 % of the community only observes
9 % of the community will occasionally have an active contribution
1 % is very active. Superfans
"Listening to your customers and what they're saying online is the best way to understand your customers and how, where, and why they are discussing your brand."
Li & Bernhoff "The Groundswell" 2009

identify positive contributions
show appreciation
ask opinion
give them a role
Target Superfans
Once you listen, not monitor, but truly listen to customer activity and observe online behavior, you cannot help but feel both empathy and harmony. Empathy is the secret ingredient in what I refer to as the ART of Engagement. It is the source of inspiring desired Actions, Reactions, and Transactions that means something to all those involved in commerce and relationship models.
Brian Solis
http://www.briansolis.com/2012/03/social-media-is-about-social-science-not-technology/
Number of students reached
Number of posts
Number of likes, shares, retweets, etc
Visual activity
Key Words
Sentiments
[social]
[stats]
1995
16.000.000 people on internet
2013
2,405,000,000 people on internet
students born in 1990
A UvA Study
1995
1997
2000
2004
2005
2006
2007
Strongly Agree 14%
Agree 27%
Undecided 19%
Disagree 25%
Strongly Disagree 15%
Strongly Agree 5%
Agree 22%
Undecided 21%
Disagree 37%
Strongly Disagree 15%
In the Netherlands
While on Exchange

1 Host Uni Website
2 UvA website
3 Blackboard Info Database
4 Contact former exchange students
5 Student Reports
6 Destination Specific Facebook groups
7 UvA Paper brochures
8 Host Uni Brochures
9 General UvA Facebook page
10 Host Uni Facebook page
11 Host Uni Youtube
12 UvA Youtube
Channel to find information

93,5
92
86
74
68,5
64
51,5
50,5
43,5
40
23,5
17,5
Percentage

1. Students have grown up in a digital world
2. Very frequent use of internet, social media and mobile phone in everyday life
3. Preference of face-to-face and email contact with I.O. not facebook
4. Practical information found on websites and database
5. Experiences shared face-to-face, reports and social media
Takeaways
[I]nternational
[E]ducation
[E]xchange
[C]ouncil
IEEC Leadership
IEEC Party Rock (PR) Team
IEEC Language and Culture Team
Ambassadorial Team
IEEC Creative Team
design haus
IEEC French Language Group
S**t IEEC People Say
Social Programming Team
Music
Committee
Probably the Best Group in the World, Brought to you by Special Events...
32 members
19 members
74 members
73 members
Management and Operations
11 members
15 members
48 members
40 members
31 members
16 members
11 members
620 members
Spring 2013
Spring 2012, March 15 - April 15
[Post Topics by Category][Posts by Category] first 30 days

Fall 2012

[I]nternational
[E]ducation
[E]xchange
[C]ouncil

344 members

first 30 days: [IEEC] Group 2011 vs. 2012

[Activity] First 30 Days

[Posts by Category] First 30 Days

Questions vs. Comments

priority registration

why so much
more [activity]?
[IEEC Spring 2012]
[Activity]
Questions vs Comments
Ski Trip posted
[Spoking]
groups that form within bigger groups
[Activity] migrates to [spoke] groups...
[Posts by Category] first 30 days
Fall 2013
[I]nternational
[E]ducation
[E]xchange
[C]ouncil
317 members
First 30 Days: [IEEC] Group 2012 vs. 2013
[Activity] Posts First 30 Days
[Activity]Replies First 30 Days
priority registration
why so much
more [activity]?
[Post Topics by Category][Posts by Category] first 30 days
Objective
How will a social media community support your work?
What is the added value?
Are there measurable targets?
What defines success?
Is the Community open or closed?
Big or small?
Defined target audience?
Relevant and Immediate?
Community Building Tools
Community examples for Exchange Students on Facebook
1000< members
500-1000
100-500
<100
Trust
Destination [groups] per semester for incoming & outgoing students
Fellow exchange student [groups]
International Student Organization [groups] & [pages]
Host University[page]
Home University international office [page]
Evaluation
35 members
IEEC Japanese Language Group
79 members
SFSU Spring 2013 F1 Group
132 members
Comments vs. Responses
Large numbers of people doing small tasks to create a huge impact.

Crowd funding has become very popular
Prediction Applications
Instead of using social media like 4Square that relies on serendipitous interaction, new applications allow users broadcast where they are going to be before they get there.
Media Management
With so many new social technologies, new sites and apps are coming out to combat the data overload.

Data-mining and keeping up with technology will become easier.
Memory Management
Recent success of sites such as Pintrest and Google Docs show how social media can be used to not only record and share, but supplement personal memory.
Impact:
Students will be able to become more social offline while being even more connected online, and so will you...
The Sharing Economy
New sites allow students to share space, items, skills and events by using online bartering economies... Tax laws are still catching up.
So... Where's it going, and how does it help me?
Focus on building a [community]...
...Gauge success by [activity]...
Get everyone involved


Creators:
Ask students to help build the page

Conversationalists:
Offer the option to update status

Critics:
Create tools to create improvements

Collectors:
Provide information to share with the network

Joiners:
Provide info on other interesting pages/groups

Spectators:
Post information to read/use

Inactives:
Give instructions on how to use social media
Questions?
Social Revolution 2013
Where does it not?
The elements of [social]...
Conversationalist
Creators
Anyone comment on blogs and articles?
Write Yelp reviews?
Edit Wikipedia?
Critics
Will fill out a form to evaluate this session?
Social Media channels are two way
Traditional media channels are one way
newspaper
magazine
television
What channels are you using?
Priority Registration
April 29th, 10:15am
If only we were so smart!
China is a whole new ballgame...
Full transcript