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We've been monitoring and tracking how Swiss schools have been using social media for the past two years (2011-2012). I this presentation we show the before and after pictures, challenges, and opportunities.
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Use of Social Media by Swiss Higher Ed
Initiative of the State Secretariat for Education and Research SER Annex of the Consulate General.
Swiss Knowledge Network with outposts in Boston . San Francisco . Shanghai and Singapore
November 13, 2012
2
Use of Social Media by Swiss Higher Ed • Social Media Presence: Then and
Now • Social Media Metrics • How Swiss universities are Using Social
Media • Outlook
3
Technical Note • All 12 universities in Switzerland, including both Federal
Institutes of Technology, and the University of Liechtenstein • The majority of Universities of Applied Sciences (14 total) • Total: 27 institutions
HESSO EHL ELS HEIG-VD
FHNW HWZ PHZH ZHAW ZHdK
FHS
SUPSI FFHS
HSLU
BFH
4
We’ve Come a Long Way
January 1, 2011
5
Early Presence on Twitter
Mar
31
Date equals the day of the first tweet
6
Critical Mass on Facebook
Nov
17
Aug
12
May
5
Nov
18
Mar
11
2012
Mar
18
Apr
15
Jan
20
Jun
17
Jun
30
2009
Aug
25
Jun
8
Mar
30
Sept
21
Feb
15
Feb
28
May
18
Nov
17
May
29
Dec
19
Mar
4
Dec
22 Se
pt 1
7 2009 2010
May
4
Sept
12
2011
Date equals the day of the first post on Facebook
May
14
Sept
13
Sept
17
7
Now Part of Digital Identity • 2011: 50% of the institutions included icons
on homepage • 2012: 77%
8
CONGRATULATIONS
9
BUILDING PRESENCE IS JUST THE BEGINNING…
THERE ARE STILL LOT OF
OPPORTUNITIES & CHALLENGES AHEAD
10
11
Use of Social Media by Swiss Higher Ed • Social Media Presence: Then and Now • Social Media Metrics • How Swiss universities are Using Social
Media • Outlook
12
Use of Social Media by Swiss Higher Ed • Social Media Presence: Then and Now • Social Media Metrics
• Presence & activity • Content • Tone & language • Influence
• How Swiss universities are Using Social Media
• Outlook
13
Facebook | Likes
HSG has most likes
Lots of fan growth with the new semester this Fall
0!
1000!
2000!
3000!
4000!
5000!
6000!
7000!
8000!
9000!
HSG !
EHL!
EPFL!
UNIL
I!
UNIB
E!
UNIN
E!
UNIG
E!
USI!
HSLU!
ZHdK!
UNIB
AS!
UNIL
U!
UNIF
R !
ZBUZH!
UZH!
HW
Z!
HEIG
VD!
HESSO!
SUPSI!
ZHAW!
PHZH!
FFHS!
BFH!
WSL!
FHNW
!
ELS!
DODIS!
Q1/2011! Q2/2011! Q3/2011! Q4/2011! Q1/2012! Q2/2012! Q3/2012!
14
Facebook | Post Frequency
24 out of 25 of institutions had at least 2 Facebook posts last week
Average number of posts per week: 4.5
42% of institutions post more than 6 times a week
Universities like Princeton or Stanford have more posts
But: US universities all have posts on weekends Princeton University 21 HWZ 6 HSLU 4
UC Berkeley 12 UNINE 6 FHS 3
MIT 11 ZHAW 6 FFHS 3
Sciences Po 10 UNIGE 6 ELS 3
Oxford 10 UNIBE 6 HESSO 3
University of Cambridge 10 EPFL 6 UNILU 3
UNILI 10 ZHdK 6 HSG 3
Stanford University 8 UNIBAS 4 UNIFR 3
Harvard University 7 UZH 4 SUPSI 1
HEIG-VD 7 USI 4 EHL 1
BFH 6 PHZH 4 FHNW 0
!"#$#%&'(%)''*%+,"-.%/0%12314
15
Twitter | Followers
Most followed are EPFL, ETHZ, and UNIGE
0!
300!
600!
900!
1200!
1500!
1800!
2100!
2400!
2700!
@EPFL
New
s!
@ETH
!
@EPFL
!
@UNIG
Enews!
@hs
lu!
@ETH
_en!
@EH
Lnew
s!
@USIn
ews!
@un
il!
@UniBas
el!
@un
iber
n!
@uz
h_ne
ws!
@HSG
StGallen!
@un
ifr!
@UniNeu
chat
el!
@fh
hwz!
@ZH
AW!
@UniLu
zern!
@he
s_so!
@FH
NW!
@bfh
_hes
b!
@he
igvd!
@un
i_li!
@uz
h_ne
ws_
en!
@phz
ueric
h!
@FF
HS!
Q1 2011!
Q2 2011!
Q3 2011!
Q4 2011!
Q1 2012!
Q2 2012!
Q3 2012!
16
Twitter | Reach
Federal institutes had the highest reach in September & October 2012
Reach = number of Twitter users who see tweets,
retweets, and mentions
17
Use of Social Media by Swiss Higher Ed • Social Media Presence: Then and Now • Social Media Metrics
• Presence & activity • Content • Tone & language • Influence
• How Swiss universities are Using Social Media
• Outlook
18
Facebook | Content
70% Link or visual information (flyer etc)
1% Text only
16% Pictures
9% Video 3% Question/Quiz
19
Facebook | Engagement
20
Twitter | Content Analysis
Each institution uses Twitter in a different way
21
Twitter | Content Analysis: News or Conversation?
!"# $!"# %!"# &!"# '!"# (!"# )!"# *!"# +!"# ,!"# $!!"#
@ETH!
@ETH_en!
@uzh_news_en!
@UniNeuchatel!
@hes_so!
@uzh_news!
@fhhwz!
@EHLNews!
@UniBasel!
@UNIGEnews!
@HSGStGallen!
@unifr!
@bfh_hesb!
@EPFL_en!
@phzuerich!
@FFHS!
@USInews!
@UniLuzern!
@EPFL!
@hslu!
@unibern!
@FHNW!
@unil!
@ZHAW!
@heigvd!
@uni_li!
News about the university: 85%!
Other news/Information sharing: 4%!
Random Thought: 1%!
Quiz or Question: 1%!
Conversation: 7%!
Appreciation (ffs, thank you for retweets): 2%!
22
Twitter | Content Analysis: Tweets vs. Retweets
0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%! 80%! 90%! 100%!
@ETH_en!
@fhhwz!
@UniNeuchatel!
@uzh_news!
@hes_so!
@ETH!
@uzh_news_en!
@phzuerich!
@UniBasel!
@EHLNews!
@FFHS!
@unil!
@UNIGEnews!
@bfh_hesb!
@unifr!
@EPFL_en!
@EPFL!
@USInews!
@unibern!
@UniLuzern!
@FHNW!
@hslu!
@ZHAW!
@heigvd!
@uni_li!
@HSGStGallen!
Tweets: 79%!
Retweets: 16%!
Retweets of other university
accounts: 6%!
23
Use of Social Media by Swiss Higher Ed • Social Media Presence: Then and Now • Social Media Metrics
• Presence & activity • Content • Tone & language • Influence
• How Swiss universities are Using Social Media
• Outlook
24
Social Media Transparency: Who is Posting?
Only HSG is transparent about the authors of their posts on Facebook
On Twitter it is more common to identify authors: UNIL, UNIGE, HSLU mention the people behind the tweets
25
Twitter | Voice
Formal vs. conversational communication on Twitter 5 institution only communicate formally on Twitter
5 institutions communicate mostly formally, but have some conversational tweets (85% of tweets are formal)
16 institution are quite conversational (More than 15% of tweets are conversational)
26
Language
• Most Institutions tweet and post in their local languages • UZH, EPFL, and ETH have second Twitter accounts in
English • USI, HSG, UNIFR, UNILI, EHL use a “language hybrid” on
Twitter • Facebook: local language is trend, but some hybrids (EPFL,
USI, HSG, BFH, UNIFR).
27
Use of Social Media by Swiss Higher Ed • Social Media Presence: Then and Now • Social Media Metrics
• Presence & activity • Content • Tone & language • Influence
• How Swiss universities are Using Social Media
• Outlook
28
Klout Scores
) ( Nov. 1, 2012 6pm
@EPFL 56
@ETH 55
@EPFL_en 54
@unil 51
@UNIGEnews 50
@USInews 49
@HSGStGallen 48
@ETH_en 48
@fhhwz 47
@uzh_news 46
@UniBasel 45
@unibern 45
@ZHAW 44
@UniNeuchatel 44
@hslu 44
@unifr 43
@uni_li 42
@heigvd 42
@FHNW 42
@EHLNews 42
@uzh_news_en 40
@bfh_hesb 40
@phzuerich 39
@hes_so 38
@UniLuzern 36
@FFHS 26
How Klout measures Twitter Retweets: Retweets increase your influence by exposing your content to extended follower networks. Mentions: People seeking your attention by mentioning you is a strong signal of influence. We also take into account the differences in types of mentions, including “via” and “cc.” List Memberships: Being included on lists curated by other users demonstrates your areas of influence. Followers: Follower count is one factor in your Score, but we heavily favor engagement over size of audience. Replies: Replies show that you are consistently engaging your network with quality content.
29
Use of Social Media by Swiss Higher Ed • Social Media Presence: Then and Now • Social Media Metrics
• Presence & activity • Content • Tone & language • Influence
• How Swiss universities are Using Social Media
• Outlook
30
Is Social Media a Priority?
2010: 21%
2011: 42%
2012: 62%
67% say that social media is an integral part of their communications strategy
31
What Goals is Social Media Supporting?
Social media technologies are an important tool for….
95% ...Create, sustain, and improve brand image
95% ...Distribute content/news
86% …Increase awareness about institution
72% ...Engage students
71% ...Connect with alumni
71% ...Listen to what is going on
67% ...Recruit students
48% ...Promote research
32
Working Hard on Policies and Guidelines
95% either have policies and/or guidelines or are working on it
52% have a social media strategy
5%!
48%!
33%!
14%!
14%!
33%!
33%!
19%!
No, we have no plans to develop any!
No, but we working on it!
Yes, we developed them after we set up social
media accounts!
Yes, we had to set them up before we set up social
media accounts!
Policy/Guidelines!
Stratey!
33
Universities are Getting More Familiar with Social Media
2011: 17%
2012: 26%
“My organization is very familiar with social media and we use it extensively for communications.”
Do You Have a Social Media Manager?
2011: 27%
2012: 42%
34
Acceptance is Growing
67% say that acceptance for social media internally is increasing
57% are encouraged by their supervisors to use social media, versus 46% in 2011
35
But There Are Still Challenges
90%!
53%!
32%!
16%!
26%!
86%!
43%!
24%!
14%!
10%!
0%!
10%!
20%!
30%!
40%!
50%!
60%!
70%!
80%!
90%!
100%!
Lack of resources! Lack of knowledge/awareness!
Concerns about loss of control over content!
Privacy issues! Lack of support from my superiors!
What are the greatest barriers to your organization having a formal presence on
social media or putting more effort into it? (choose all that apply)!
2011!
2012!
Greatest challenge is lack of resources, despite the fact that 43% have shifted budget to social media
36
Which Social Media Tools Are Used The Most?
Most important tools are Facebook, Twitter, YouTube
Google+ and podcasts have increased the most 89%!
67%!
83%!
50%!
56%!
0%!
11%! 11%!
22%!
17%!
6%!
95%!
79%! 79%!
63%!
53%!
42%!
32%! 32%!
16%! 16%! 16%!
0%!
10%!
20%!
30%!
40%!
50%!
60%!
70%!
80%!
90%!
100%!
Facebook! YouTube! Twitter! LinkedIn! Blog! Xing! Google+! Podcasts! Flickr! Foursquare!Videoblog!
What are the greatest barriers to your organization having a formal presence on social media or puting mor effort into it? (choose all that apply)!
2011! 2012!
37
Use of Social Media by Swiss Higher Ed • Social Media Presence: Then and Now • Social Media Metrics
• Presence & activity • Content • Tone & language • Influence
• How Swiss universities are Using Social Media
• Outlook
38
What Are Your Goals for 2013?
“Involve the community more and get more
engagement.”
“Professionalize our services.”
“Spread the knowhow and policy within the
university”
“Get the followers to interact more on our
channels.”
“Create more videos for online
communications.”
“Hire a social media manager and a student
assistant.”
“Implement the new social media strategy.”
39
QUESTIONS?
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