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BF2.0

Beyond Facebook 2.0: Creating Active Social Networks for International and Study Abroad Students at NAFSA 2012
by

Noah Kuchins

on 24 September 2013

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Transcript of BF2.0

And [Framing]
the International Student's Worldview
Please Tune in...
Study in Australia
1. [Listening] to the Social Web
Reporting Back from the Listening Post
The Student Listening Post
Mates & Ambassadors
Yes, we got a good insight in to some social behaviour.
3. Communicating
Building Student Communities...
90 Students
32 Nationalities
26 Languages
Key outcomes for us
Students Supporting Students = positive brand sentiment
Social Media(r)
Yadi from Peru,
Master of Business,
Gold Coast Campus
Jack from China,
Bachelor of
International Business,
Nathan Campus (Brisbane)
Sebastian from Colombia,
Phd candidate,
Queensland Conservatorium, Southbank Campus (Brisbane)
Patricia from Ecuador,
Master of Marketing,
Nathan Campus (Brisbane)
Benedikt from Germany, Master of Engineering,
Gold Coast Campus
Sini from Finland, Master of Business, Gold Coast Campus
Online Ambassadors
Focus On
[Brand] Awareness
Social [Sentiment]
Join Us
State of Social Media in
International Education?
Same as it is other industries...
...in perpetual flux
Same as the rest of the world...
Roger...
But what's changing?
The social web is becoming
more like reality...
In the behavioral sense, people
are acting the same as always...
However, now we can monitor and measure
human social behaviors in infinite detail.


Thanks to...
Where does international education fit in?
We can now analyze, interpret and predict [social] behaviors across the globe, across language barriers, and cultures...
...Instantly!
...Via Twitter...
or...
The web...
(Just another tool) fb...
Facebook, the web, Twitter, YouTube...
They are all tools in the toolbox that magnify our ability to project...
[Creator]
Bisi: speaks 5 languages,
plays guitar, from Nigeria...
...We can follow his journey
in SF minute by minute...
YouTube...
[Intro]
networks scaling
Pages vs. Groups
The [Social] in Social Media
How do students interact with [social] media?
What do they really think of [Facebook]?
Building [communities]
Visual/hidden [activity]
What is [spoking]?
[Engaging] through...
[Branding] with...
What's Beyond?
How to Continue
Learning
Sharing
Innovating
or...
or...
The [Social] in Social Media
How [active] are students?
What do they think of [social] media?
[Grouping]
[Listening]
[Community] building
Creators
Conversationalist
Critics
Collectors
Joiners
Spectators
Inactives
[Focus]
the implementation of social media to increase the interaction between home and host exchange students; trying to build a community amongst incoming and outgoing exchange students.
In transition.
It’s More Important to Understand Behavior than Technology
Paul Adams: The Real Life Social Network v.2
Relevance + Immediacy =
When considering student behaviors on social networks, it’s important to think about:
Relevance Immediacy
Levels
of Participation
Understanding
Behavior
Finding a Need/Purpose
"Social Networking is a Means to an End…
You Need to Understand What the End is."
The Real Life Social Network v.2
A Tale of Two [Communities]
However, Social Media is an unconscious tool, students do not have to think to use it...
In fact, that is why
[social] media
is still growing...
So...
Where's it going, and how does it help me?
Crowd Sourcing
Large numbers of people doing small tasks to create a huge impact.

One man claims he can translate the entire internet into all major languages for free while teaching millions of people a second language.
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.
Social Media is a full-time job.
Digital Natives
Most students used Facebook (97%)
Formal information should not be communicated via Facebook
Facebook is a social and recreational medium
The University should not invade the privacy of the student on Facebook
How
build
network?
Seeded with Student [Ambassadors]
We created 73 private Facebook groups; one for each exchange destination. Although we created the groups, we clearly communicated to students that this was not an official means of communication of the UvA and that we would not participate or interfere in the discussions in the group.
We did not choose to create a group per semester or year as this would generate too much work for the International Office. Also, we wanted to create an online platform that would offer continuity and that would be open for both UvA and International students. Students preparing to go on exchange, students who are on exchange, and students who had been on exchange.
As soon as the groups were created we send out a group invitation to all incoming, outgoing, former, current, and future exchange students per exchange destination. The groups varied in size of course, large (more than 25 students) and small (less than 25)
As an experiment we appointed an ambassador to one group to see what would happen. We asked a student who was already actively involved in social media and who was interested to actively participate as ambassador in the UvA Facebook group for that destination.
As a test case we also created two Facebook groups that were not destination specific but were geared towards a specific exchange activity: summer schools and student conferences. The members in this group were going to different locations but all with a similar goal. We wanted to see if this could be successful as well.
Visually there is a lot of activity in destination specific Facebook groups depending on the total number of students in the group. Larger groups had more posts, so there was a lot happening on the wall. Although, if you consider the number of members and calculated the number of posts per user, members in both large and small groups post about the same messages. Generally one post per user a month. It just looks as if there is less activity in a small group.
The only difference can be found in the ambassador group. It was the size of a large group (55 members) but it showed twice as much activity. Mainly generated by the ambassador herself.
The activity groups for summer programmes and student conferences had the least visual activity. Although the summer facebook group could be considered as a large group (50 members), it showed very little activity. Not even a post per user per month. Members of this group even created their own destination specific facebook group that does show activity comparable to a regular small group. Members of the summer group expressed that they felt funny posting information on the wall that was not relevant to most of its members.
Interviewing some of our outgoing exchange students who were members in the Facebook groups, learned that although many of them did not post messages on the wall, there was a lot of hidden activity. The Facebook group was being used as a modernized contact list. And instead of a simple list with names and email addresses, as we have been giving out for years, they could now actually see who the person behind the name and email address is; what are their hobbies, where do they live, do they know anyone of my friends, what is the relationship status.
Before contacting the other student, they now had some basic information to start simple conversation. Students indicated that it is difficult to send a message to an unknown fellow exchange student, based upon a ‘old-fashioned’ contact list. Facebook however, gives a lot of rich information on the other student, making it more comfortable to contact each other. And instead of posting messages on a wall, they sent out direct messages to the other students and even befriend the other student.
So one should not panic too soon when the Facebook group does not show a lot of activity. It may simply be that it is very useful for the members in the group and that it will serve a social and recreational purpose. It is just not that visual like the rest of an iceberg, hiding underneath the surface.
Official Announcements
Institutional Information
Procedural Information
Practical Information
Counseling
Unofficial Announcements
Personal experiences
Leisure activities
Touristic Information
Peer to Peer
Formal
Informal
What's in it for the Mates?
Creators:

Ask students to help build the page
Get Everyone Involved!
Noah Kuchins - SF State
Guido de Wilde - UvAmsterdam
James Aspin - Griffith Uni

Beyond Facebook 2.0
Creating [Active] [Social] Networks
registration

mid cycle...
Questions?
A show of likes...
do you have an account on:
facebook?
twitter?
youtube?
google+?
do you have an account on:
last.fm?
soundcloud?
spotify?
do you upload photos to:
picassa?
flickr?
pinterest?
instagram?
are you on linkedin?
we compartmentalize our use of social media...
...just like other parts of our regular lives
Needs Assessment
Results of Assessment
@
Build a community.
Take-Aways
Not all students use Facebook
Formal information should not be on Facebook
Facebook is recreational
Facebook information is personal, not for university eyes
#beyondfb
What Students Requested
Host University [groups]
by semester/year for incoming/outgoing students
Fellow exchange students' [profiles]
Home & Host University
international student organizations' [pages]
Host University general [page]
Home University international office
general [page]
Destination [Groups]
Hidden Activity
Formal vs.
Informal

and what to [post]:
Don't just build a network...
[Facebook] Student Views
from SF
If Facebook is just another
tool in the toolbox...
What is the toolbox?
...Social behaviors.
What
[level of participant]
are you?
do you have a blog?
Guido?
Noah?
James?
[Aussie accent]
420 views
2762 views
#1
Enquiry?
[Sentiments]
[Levels of Participation]
[Activity]
It is not as
[dynamic]
as we are.
tumblr or wordpress, or something?
[Grouping]
[Listening] Posts
...[Social] Media
Incoming/Outgoing
Exchange Student
Community Building at UvA...
Visual [Activity]
No official means of university communication.
No interference...
Invite via email incoming/outgoing:
Former, current and future exchange students
x 73
x 2
The [Listening] Posts
Destination [Groups]
Do you use Facebook to integrate international students with local students?
Do you use Facebook
for international student
recruitment?
Do you use Facebook for study abroad...
Marketing?
Pre-departure students?
Overseas students and alums?
Would you consider
[not] having a Facebook presence at all?
From Facebook...
#1
#2
#3
#4
#5
Did any of this work?
[Brand or Community?]
[Brand or Community?]
#2
Challenge: Inter-Campus Coordination
The Listening Post:
Discussion Topics
Griffith University
Study in Australia
International Students
International Education
Study Overseas
Their own area of study
What to Listen for?
5 Campuses
+ Add emotive language:
hate, love etc.
Yahoo! Answers, Blogspot, Twitter, YouTube, Orkut and Facebook, as well as RenRen, QQ, Weibo, Youku.
Non-specific comments
and social discussions
What is Other?
= Talking, Sharing, & Engaging
What did we learn?
2. Learning
Social Forums
Knowledge Community
4. Energising
Blogging workshops
Networking parties
BBQs & Picnics
Tickets to sports events
Prizes and giveaways
And playing
a starring role...
Building a student community and facilitating engagement with future students
Networking within the Griffith community.
Enabling our current students to support future students online.
Developing and promoting user generated content.
Support the efforts of our student recruitment and admissions processes.
Positive Sentiment
Who signed up for Conference Connection?
Joiners...
Who will write about the NAFSA conference
for online publication?
Who will definitely be filling out the questionnaire related to this session?
Creators...
Critics...
Do you have an opinion about the message boards at NAFSA this year?
have you posted you posted an update on fb or twitter about this year's NAFSA?
Focus on building a [community]...
Conversationalists:
Offer the option to update status
Critics:

Create tools to create improvements
...Gauge success by [activity]...
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
#beyondfb
Do you?
[Listening]
[Learning]
[Communicating]
[Energizing]
How do you build a community?
"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
#beyondfb
Social Media and Our Professional Lives
#beyondfb
#beyondfb
#beyondfb
#beyondfb
#beyondfb
#beyondfb
#beyondfb
#beyondfb
#beyondfb
#beyondfb
first, a couple of videos...
Paul Adams: The Real Life Social Network v.2
[Posts by Category] first 30 days
Within Communities and Groups
All U.S. Universities
SF State
International Students
[I]nternational
[E]ducation
[E]xchange
[C]ouncil
IEEC Officers
Sports Committee
Cross Cultural
Committee
Marketing Committee
Academic Events Committee
design haus
Media
Committee
Special Events
Committee
Social
Events
Committee
Music
Committee
International
Film
Club
Finance Committee
13 members
32 members
19 members
30 members
76 members
Executive
Committee
6 members
34 members
39 members
32 members
40 members
33 members
11 members
22 members
Asian Student Union
477 members
608 members
2500 students
30,000 students
24.4 million students
Spring 2012
Fall 2012
[I]nternational
[E]ducation
[E]xchange
[C]ouncil
344 members
first 30 days: [IEEC] Group 2011 vs. 2012
[Activity] First 30 Days
Spring 2012, March 15 - April 15
[Posts by Category] First 30 Days
[Post Topics by Category]
[IEEC Spring 2012]
[Activity]
Questions vs Comments
Ski Trip posted
Questions vs. Comments
priority registration
[Spoking]
[Spoking]
why so much
more [activity]?
groups that form within bigger groups
[Activity] migrates to [spoke] groups...
Full transcript