Issuu on Google+

Social Networks & Possibilities Julian Spiegel, Anastassia Ševtšenko, Aneta Zebischová, Laura Smith, Alexandra van Vark, Maximillian Riethaimer Business & Management 2012 17. 4. 2014


Table of Contents

2


Content Networks •

Google +

Facebook

Twitter

Issuu

3


Google + •

After page authority, a URL's number of Google +1s is more highly correlated with search rankings than any other factor

Google+ became required to comment on YouTube videos, there’s been a huge wave of backlash spreading across the Internet. (Important for our youtube account idea)

Google+ communities make it easy to find your target audience

The option to create circles, you can choose which update is shown to which circle.

See also: https://www.youtube.com/watch?v=hC_M6PzXS9g

Easy platform to market on. Google Plus allows for long conversations and you can build relationships.

Less used as Facebook, but because of the good features and the big Google network (all your most visited websites are Google owned) the growth potential is very high

PRO’s

CON’s

Easy way to send update to specific audiences ‘circles’ Google+ is still not mainstream used Enables group meetings, discussions in ‘hangouts’

Facebook still has a much larger audience

Positive effect on Google search ranking Good for marketing purposes Used and known all over the world Connection to google search, gmail, youtube, blogs

Ranking of Google+ (according to alexa.com)

4


Universities & Google+ Harvard

5


Facebook •

Most used social network, 66% of internet users have facebook

Universities can create photo albums with picture to show off their campus

The ability to create different groups, people with the same interest can ‘like’ a page

Easy way to share news with a large platform

Facebook can be connected to other social media accounts such as twitter, Instagram, and blogs  updates on these accounts will show up on the facebook newsfeed

The possibility to start a discussion and the space for people to comment on updates

The ability to create a poll and let people vote

PRO’s

CON’s

All target audiences are on facebook, students, potential students, alumni, researchers

May lose 80% of its users in the next three years, according to a Princeton university

Departments can share their news/memos on facebook, and be sure that their student and lecturers see them

You have to pay in order to get updates in the newsfeed of all your followers. If not, only 10% of your subscribers will see the post.

Show the identity of the university, share the achievements of the university and its students.

If other accounts are connected, the updates on the facebook feed will draw interest to the other accounts. A facebook profile that interlinks all platforms can boost traffic on all accounts.

Great possibilities to facilitate interaction, by starting a discussion or creating a poll

Ranking of Facebook (according to alexa.com)

6


Universities & Facebook Stanford

Indianapolis

7


Twitter •

Online social networking and micro-blogging service

Registered users => can send and read short 140-character text messages, called "tweets" Unregistered users can only read them

Described as "the SMS of the Internet."

Total number of registered users: 1 billion approx.  monthly active users: 241 million

Country with the most users: China (35.5 million)

47% of people who follow a brand on Twitter are more likely to visit that company's website

Twitter's percentage of total European social sharing: 45%

Twitter's percentage of total North American social sharing: 24%

PRO’s

CON’s

Free

Tweets are of a limited character count

Easy to use

Difficult to create a ‘buzz’

Trending

Needs to be constantly maintained

Providing real-time information to followers

Requires day-to-day observation of trends in order to reach wider audience

Good brand-reinforcement

Fast response is required  time consuming

Fosters continuous information flow with audience

8


9


Ranking of Twitter (according to alexa.com)

Universities & Twitter

10


11


Prime example (most followed)  Harvard (353 K followers) •

Promotes a vast number of university events/initiatives

Tweets cover a range of different topics

Tries to promote the hashtag: #HarvardCampaign

The “Havard Campaign”: “A multi-year effort to engage alumni and friends around the world in the important work of strengthening the University for generations to come.”

Observation: followers most probably attracted to the long-standing prestige & popularity of the university. Note bellow the most influential universities on the platform => Ivy League & large US colleges with high prestige (see MIT etc.)

12


13


MCI Twitter account (561 followers) •

Fairly active account => new tweets every day or every other day

#MCI_Innsbruck is being promoted regularly, but not gaining much lift

Good coverage of events/news, mostly referencing links to main web-page

14


15


Issuu PRO’s

CON’s

Showing leaflets/brochures nicely

Limited usage without subscription

Targeted marketing possible

Limited interactivity (share on facebook, google+, pinterest)

80 million views/month

Advancing in traffic rankings Also available as app 25000 publications every day

Easy to maintain

Ranking of Issuu (according to alexa.com)

16


Innsbruck informiert on issuu.com

Universities & Issuu Stanford offer of undergraduate programs

thz

17


Multimedia Networks Video •

YouTube

Photo •

Instagram

Pinterest

Flickr

18


Youtube •

More than 1 billion unique users visit YouTube each month

Over 6 billion hours of video are watched each month on YouTube

PRO’s

CON’s

Finding & reaching target audience around the world

Time consuming

Very interactive

Staff with technical skills & software required

Opportunity to introduce classes, alumni events, MCI, the city, Erasmus students’ experience etc.

Technical devices required

Easy maintenance

Person responsible for maintenance required (answering comments, uploading videos etc.)

Easy to share

Ranking of Youtube (according to alexa.com)

19


Universities & Youtube Popular examples: ◦ ◦ ◦ ◦

https://www.youtube.com/user/Harvard https://www.youtube.com/channel/UCwbsWIWfcOL2FiUZ2hKNJHQ https://www.youtube.com/user/VictoriaUniversity https://www.youtube.com/user/StanfordUniversity

Victoria University Stanford University

20


UC Berkeley

21


Instagram PRO’s Rapidly growing in Europe Easy to integrated students/people Linked into other social media platforms (facebook..) Good basis for creative contest

CON’s Hard to control possible uploaded content by students #MCI already has 36360 uploaded pictures Important to come up with a unique #, in order to integrate people/ students effectively Europe has a rather small proportion on the overall usage of instagram

Easy to generate a lot of likes and clicks

Ranking of Instagram (according to alexa.com)

22


Universities & Instagram M.I.T.

23


Harvard

24


Pinterest •

Visual discovery tool

Used to collect ideas for different projects and interests

Individuals create and share collections (called “boards”) of visual bookmarks (called “Pins”)

Total number of users: 70 million

68.2% of users are female

60% of users are from the U.S.

Majority of users fall in the 25 – 34 years age range (27.4%)

18 – 24 year olds represent 17.3%

Average number of website visits generated from a Pinterest pin: 2

PRO’s

CON’s

Free

Self-promotion is difficult

Easy to use

Copy-right infringement issues

Low maintenance

Links to original posts are more likely to be broken the more the post is “re-pinned” Lack of coherent messages can create confusion and “unprofessional” vibes

Fosters positive sentiments Growing rapidly

Encourages a sense of ‘community’ for students and alumni

Ranking of Pinterest (according to alexa.com)

25


26


Universities & Pinterest Indiana University • •

-23,778 followers (=most followed)

Taking a “school spirit” approach – Indiana U. promotes its sports team, trade mark and school colours throughout its boards. Also the “IU Around the World” and “Hoosier History” are to be noted as novelty board themes. Fairly inactive member – only 23 “likes”.

27


28


Daniels College -729 followers (Business field) • • •

Comments: large (leaning on excessive) number of boards – gives “messy” image. Some boards have little or no relation to academia or the institution itself. Relatively active member – 117 “likes”. Once again, many of the likes are of little or no relevance.

29


Flickr •

Platform for sharing pictures and videos

You can give your uploads a "tag", which is like a keyword  Tags help you find things which have something in common. You can assign up to 75 tags to each photo or video

Comments are possible to make to any upload  creates communication

Available also at an application for cellular phones

Owned by Yahoo and available in 10 languages

87 million registered members, more than 3.5 million new images uploaded daily

PRO’s

CON’s

Using ‚tags‘ promotes interconnection

Not as used as Instagram

Creating ‚sets‘ to categorize your photos

Co-branding is not well established

Basic version is for free (1TB)

Flickr requires a downloadable app for uploading more than six photos at a time

Seeing pictures even if not signed in

Ranking of Flickr (according to alexa.com)

30


Universities & Flickr Oregon State University •

encourages alumni to post photos of a cutout of Benny, the school’s mascot, taken in various locales with a tag: bennyonthemove

Colgate University • •

uploads photos to its Flickr account and lets people interact with them, including this set from an alumni reunion “If we post our photos to Flickr, they have their own social life”

31


Blogs •

Blogspot

Wordpress

32


Blogspot • •

Great variety of easy to use templates with flexible layouts. Available in 60 languages and in countries across the globe

PRO’s

CON’s

Free

Person(s) with skills required to be responsible for maintenance

Integration with other Google products (Google+, Google Analytics, Youtube)

Time consuming

Interactive

Post generators required (text, photos, videos)

More customizable than Wordpress

Consistency of posts required otherwise loss of audience

Highly informative – gives additional insights in addition to website

Difficult to grow audience at the beginning of launch

Possibility to cover wide range of topics

Ranking of Blogger (according to alexa.com)

33


Universities & Blogspot Durham University

http://durhamunimusic.blogspot.co.at/

BoฤŸaziรงi University http://boun101.blogspot.co.at/ Other examples http://yalecycling.blogspot.co.at/ http://hand-drawnanimation.blogspot.co.at/

34


Wordpress •

Over 56 million individual blogs, which receive over 100 million page views per day

3GB of free storage for posts and media

PRO’s Free (with limitations) Easy to add several ‘’Blog contributors’’ who would be responsible for posting and managing the blog Interactive Highly informative – gives additional insights in addition to website Possibility to cover wide range of topics

CON’s Person(s) with skills required to be responsible for maintenance Time consuming Post generators required (text, photos, videos) Consistency of posts required otherwise loss of audience Difficult to grow audience at the beginning of launch Not completely customizable

Ranking of Wordpress (according to alexa.com)

35


Universities & Wordpress •

Examples: http://blogs.law.harvard.edu/ http://spanish-portuguese.berkeley.edu/ http://www.evsc.virginia.edu/

Cambridge RDA http://cambridgerda.wordpress.com/

University at Buffalo

http://ubmba.wordpress.com/

36


Brown University

http://thebruinclub.wordpress.com/

University of Kentucky

http://ukwrite.wordpress.com/ 37


38


Career Networks •

LinkedIn

Xing

39


LinkedIn • • • •

Main purpose is to maintain and expand professional connections with potential clients, peer groups and colleagues Many universities are finding LinkedIn to be an effective tool to provide alumni with career resources Using LinkedIn means the process is often very hands-off for the schools Universities create a group and allow the networking magic to take place, with alumni sharing job opportunities by posting information to the group and creating subgroups that are focused to specific career or regional alumni chapters

When creating an account you can add your CV

277 Milion users, Men (59%) / Women (41%)

PRO’s

CON’s

Creating closed group for alumni interactions

Advanced account is not free of charge

Only basic version is for free

Focus on closed groups  no use for applicants

Proffesional level of social media

Focused only on afer-study period life

Does not require day-to-day updates Closed groups live by their own life

Ranking of LinkedIn (according to alexa.com)

40


Universities & LinkedIn Princeton - more than 45 alumni groups

41


DePaul University • •

About 100 new members joining weekly The community has active job postings for alumni on the hunt for work, and most jobs are posted by other alumni

M.I.T. •

Private MIT LinkedIn alumni group allows students to join before they graduate so that they can network with alumni

42


Xing •

Social software platform for enabling a network for professionals

Users in 200 countries

Available in 16 languages (Dutch, English, Finnish, French, German, Hungarian, Italian, Japanese, Korean, Spanish, Polish, Portuguese, Russian, Simplified Chinese, Swedish and Turkish)

76% of all page-views come from Germany, 90% from the D-A-CH area

Basic membership for free, premium membership in between €6.35 and €9.95 per month

By displaying how each member is connected to any other member, it visualizes the small-world phenomenon. (A small-world network is a type of mathematical graph in which most nodes are not neighbours of one another, but most nodes can be reached from every other by a small number of hops or steps.)

Personal profiles, groups, discussion forums, event coordination, and other common social community features, also offers the system for closed communities, called Enterprise groups with their own access paths and interface designs.

See also: http://www.slideshare.net/swissnexSF/xing-for-universities

PRO’s

CON’s

Widely spread in the german speaking world

Not many students use the network

Visualizes the small-world

You only reach the German speaking world

Low maintenance

Hardly any other universities on there

4 out of 5 Swiss professionals use it Invitation mailings to your students and alumni

Ranking of Xing (according to alexa.com)

43


Universities & Xing RWTH Aachen University

44


Research Networks •

Research Gate

45


Research Gate •

Already professors from MCI online (e.g. Mirski, Frischhut, Ebersberger)  but no department created and low impact!

PRO’s

CON’s

Collaboration on research

Mainly biology and medicine research

Already 4 million researchers worldwide

Time consuming

Share, discover, use and distribute findings

Ask questions and get critics from peers

Stats provide reputation

Job board function

Ranking of Research Gate (according to alexa.com)

46


47


Universities & Research Gate

Profile of MCI Prof. Bernd Ebersberger

48


MCI

University of Innsbruck

49


Social Media Grid Platform

Applicants

Current Students

Exchange Students

Alumni

Researchers (Faculty Staff)

Google+

x

x

x

x

x

Facebook

x

x

x

x

Twitter

x

x

x

x

Issuu

x

Youtube-channel

x

x

x

x

Instagram

x

x

x

Pinterest

x

x

x

Flickr

x

x

x

Blogs

x

x

x

LinkedIn Xing Research Gate

x

x

x x

x

50


Social networks and possibilities