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