Team: Alchemists

Social Media Strategy for IIM Indore

Animesh RajParishmita GogoiPrabhu Dessai VishweshRanjan Kumar

CONTENTS

Mission & Objective

Relevant Social Media

Social Media Strategy

KPIs For Measuring Social Media Success

Appendix A: Content Generation & Social Media Platforms

Appendix B: Higher Education Institutions' Best Practices On Using Social Media

References

Future Scope

• Engage Current Faculty & Staff• Engage Alumni• Build Internal Community• Engage Other B-schools’ Students• Improve Community Relations• Engage Parents of Current Students• Conduct Research on Audiences• Raise Private Funds• Crisis and Issue Management• Recruit Faculty & Staff

• Create, Sustain & Improve Brand Image

• Increase Awareness/Advocacy/Rankings

• Engage Current Students• Engage Admitted Students• Engage Prospective Students• Engage Media

• Internal IIM I Fraternity(Present Participants, Faculties, Academic Associates, Non-Academic Staffs, etc.)• Part of IIMI but Outside Campus(Participants of Mumbai & Dubai Campus, Visiting Faculties, etc.) • External IIM I Fraternity(Alumni, Research Community, Other B-schools Participants, Prospective Students (National & International), Media, Industry Personnel, Govt. & Non-Govt. Organizations, etc.)

Stakeholders

Scope of Social Media

Institute’s Vision

• To evolve as a contextually relevantbusiness school with world-classacademic standards;

• To propagate, assimilate and developcontemporary innovative managementpractices and systems to contribute tosocial capitalism in India;

• To illustrate and experience theuniqueness of embedding a businessschool in a social science setting; and,

• To have a dominant presence in allsegments of management education inIndia and abroad.

Social Media’s Vision

• Create, Sustain & Improve Brand Image

• Increase Awareness/Advocacy/Rankings

• Engage Current Students• Engage Admitted Students• Engage Prospective Students• Engage Media• Engage Current Faculty & Staff• Engage Alumni• Build Internal Community• Engage Other B-schools’ Students• Improve Community Relations• Engage Parents of Current Students• Conduct Research on Audiences• Raise Private Funds• Crisis and Issue Management• Recruit Faculty & Staff

• To connect the institute with its stakeholders

• To help others to experience the institute’s uniqueness

• To assist the institute to learn from dynamic educational environment

• To build a brand in management education on social media platform (global)

Experiential Learning IT Orientation

Social Sensitivity

Present Focus

Mission & Objective

The Most Relevant Social Media Platforms For Improving The Brand Equity

• Brand Image• Awareness & Ranking• Engage Current students• Engage Faculty and staffs• Build Internal Community• Engage Alumni• Engage Prospective Students

Preferred Social Media:• Facebook• Twitter• YouTube• Google+• LinkedIn• Quora

SM Used By Students

• An installed base of 6713 userson the verified IIM Indore page

• Ease of use, accessibility andpopularity

• Convenience in communitybuilding around specific topic bycreating pages and groups

• Great for 1-2 announcements perday that are high priority, orimagesUniversity followed on SM

• Highly viral social network• Rapid and real time information

dissemination• Ability to create and engage in

focused conversations by usinghashtags

• Easier interaction with reputedpersonalities in a particular field

• Good for a greater number ofshort promos that link to fullcontent

• Allows “Live Tweeting”

• Allows comments and interactionwith videos

• Larger viewership that closely fitsour age demographics

• Use to promote program andallow categorization into groups

• Allows targeted sharing withestablished “circles” of followers

• “Hangout” video conferencecapability - virtual classroom use oronline chats.

• Perceived as a professional’s socialnetwork

• Easier to connect with alumni• Most have bachelor’s or grad

degree – ideal for educationalinstitute like IIM Indore

• In June 2012, LinkedIn announcedthat students and recent graduatesare the fastest growingdemographic on LinkedIn – again afavourable point for IIM Indore

• Question and answer site – famousamong Indian students

• Large base of reputable experts• Easier to connect to users with

similar interests• People connect based on expertise• Easier monitoring of topics of your

interest to gauge interest around it• Self contained censorship reduces

the chances of spam

• Will increase focus on designatedareas and elicit greater level ofcommitment from concerned people

How:• Social Media Committee shall look at

the overall strategy• Team of faculty members and students

shall be made responsible for variouspages and accounts on social media

• Ensure coordinated communication on all platforms so as not to dilute brand image of the institute on each platform

How:• Link Social Media – Video shared on

Facebook can be shared on Twitter & Google+ as well

• Categorize posts - Share appropriate content on relevant social media catering to target audience

• Concerns & issues raised should beconsidered seriously

• Provide a sense of belongingness andraise Tie-Strength by “personallycatering” to their queries

How:• Queries requiring detailed response

can be addressed personally e.g.students enquiring for financial aid

• A separate section can be maintained

• Social media as an interactive communication tool

• Streamline the process to address concerns & issues

• Be consistent & cohesive• Ascertain ownership and

accountability• Scout new platforms and phase out

old ones• Reach stakeholders where they are• Enhance visual representation• Create measures of success

Strategy

• Apart from broadcasting information, “Two-way Conversation” should be facilitated

How:• Discussions, Q&A, Campaigns, etc.

can be conducted• Feedbacks should be used to improve

deliverables

Social media as an interactive communication tool

Streamline the process to address concerns & issues

Ascertain accountabilityand encourage ownership

Be consistent & cohesive

Social Media Strategy - I

• Images and videos attract a lot of attention on social media

• Need to use visuals to portray life and learning in IIM Indore

How:• Relevant content generation on

Google+, Facebook and YouTube• Incorporate strategy on Instagram if it

witnesses increased usage in India

• “What gets measured gets managed”How:• Need to come up with qualitative and

quantitative goals and then measureour performance against those goalsevery month

• IT tools like Google Analytics, plugins,etc. can be used to measure variousmetrics

Determine metrics to measure performance

Enhance visual representation

• Be present where target audiences are active and online

How:• To use the accounts of IIMI fraternity

as influencers and integrate all socialmedia efforts

• Previous discussions on relevanttopics and issues can be referenced toincrease the credibility of the content

• Also by referencing the accountsreach can be enhanced to theirbucket of followers too

Reach out to stakeholders

• Owing to dynamic nature of social media, we need to keep a tab on the emerging social media platforms, and audit the popularity levels of existing platforms

How:• Assess the level of activity and

demographics of members• Formulate plans to mark IIM Indore’s

presence on any new platform

Scout new platforms and phase out old ones

Social Media Strategy - II

KPIs For Measuring Social Media Success

Key Performance IndicesFollowers• Indicate credibility & brand recognition• Considered as a portion of brand equity

Social Shares• Easy-to-measure metric for success• Validates if content is of good quality

Applause (Like, +1, retweets or Favorite)• Indicator of being watched and enjoyed• Brings attention to brand

Traffic to Site (Analytics)•Allows to measure the visits to site by social network•Helps to measure the effectiveness of an activity carried out via social media platform

Brand Mentions•Measures what is being said about thebrand•Aim should be to minimize the negativementions and maximize the positivementions to enhance brand equity

Brand Conversations• Increase brand recognition and image byaccepting grievances as a feedback

Content Related Metrics (Visits,Pageviews, etc.)• Classification into new, regular, occasionaland fans can be done to study the interests

Click-Throughs•Assists to find if the content has appropriate wording and targets right audience

Comments•Great way to measure engagements andsentiments• Increase in number of new and repeatusers helps to build positive perceptionabout the content

• Awareness• Associations• Attitudes• Attachment• Activity

Presence: Followers, views, visits, traffic to site, Click-Throughs, etc

Advantage: Brand Conversations and

mentions

Bonding: Success of campaigns & events

Brand Dynamics Pyramid Model

We will measure the Brand strength ofIIM Indore by using the Brand DynamicsPyramid Model

Campaigns & EventsSuccess of campaigns and events (both onlineand offline) in terms of enthusiastic participationfrom target audience – alumni, campuscommunity, prospect people, etc. can act as aultimate success of social media platform

Performance: Shares, repeat users, comments

Relevance: Shares, applause

Factors for Key Performance Indices

• Analysis of recent business events byfaculty members (Facebook)

• Insights from consulting assignments,conferences etc. that faculty membersmay attend (Facebook, Personal blogs,LinkedIn)

• Audio visuals of short durationexplaining basic management andbusiness concepts (YouTube,Hangouts)

• Biweekly Interview with faculty abouttheir work, current affairs, etc.(YouTube)

Appendix A: Content Generation & Social Media Platform

Academic Content

• Admission queries (Facebook, Twitter, Quora)

• Programs helpline, IPM, FPM, etc. (Facebook, Twitter, Quora)

• New faculty addition (Facebook)• Facilities available at campus, general

queries about (Quora, Facebook, YouTube)

Information Sharing

• Welcoming of new batch, convocation (Facebook)

• Rural Immersion Program, Himalayan Outbound Program, Industry visits, Utsaha, Indore Marathon, IRIS (Facebook, YouTube)

• Nature walks in campus, poetry sessions (Facebook. YouTube)

• Exchange student interaction, defense personnel interviews (YouTube, Facebook, Twitter, Google+)

• Alumni success stories (LinkedIn Blog,Twitter)

• Company visits to campus (LinkedIn,Facebook)

• Industry conferences held in campus(Facebook, Twitter)

• Industry outlook (Facebook, Twitter)

Industry Interaction

• Competitions won by students (Facebook, Twitter)

• Collaborations of IIM Indore with various agencies (Twitter, Facebook)

• Research scholarship won by faculties, papers published by faculty (Twitter, Facebook)

• Articles published by students, faculties in various magazines, periodicals etc. (Facebook, Twitter)

Student, Faculty & Institute Recognition

Events & Happenings

• Faculty• Student Committees & Clubs • Individual Students• Events & Happenings

Key Sources

Appendix B: Higher Education Institutions' Best Practices On Using Social Media

Interactive Communication Tools• Responds to inquiries and concerns• Commentary posts are used as feedback to

assessMigrate the users of inactive accounts• Monitor accounts to encourage active and

vibrant forums for our audiences• Cross-reference related accounts to

encourage followers to also seek out relatedconversations by other units around campus

Stay dynamic and selective with audience• Get involved in new platforms and phase out

old ones to keep with the changing use ofsocial media

• Specific post on specific social mediaplatform

Visual Representation• Facebook and Flickr to post photos• Vimeo serves as a reel or library to preview

all AU videos• YouTube contains selective curate contents

from VimeoCreate measure of success• All units should come up with qualitative &

quantitative goals based on specificnumbers and levels of engagement

Myth Busters• Shared stories of students and blogs to discard

the misconceptions that others had about theuniversity

• Listens to what students have to say about theuniversity and respond with genuine replies

Aiding Innovation• Promote ideas leveraging voices of faculty and

studentsConnection before Joining• LinkedIn group is formed for Executive program

before joining the campusBroadcasting and Interactive tool• Frequent tweets keep alumni informed• Case study discussions beyond classroom• Hashtags keep dialogue active

University of Wisconsin – MadisonCrowdsourcing• Invited the campus plus alumni and friends from

around the world to share their thoughts aboutwhat makes the university such a special place –in 24 hrs

• Received over 1000 submissions through socialmedia from all 50 states and 66 countries

Webster UniversitySummer Ticket Gateway• Distributed free tickets to concerts at their

amphitheatre to gain attention from the youngermass

• Right combination of SM were decided –Foursquare, Twitter & YouTube

Elizabethtown College & Messiah CollegeBattle of Blues – Fundraising• Leveraged a soccer-field competition for

donation and alumni participation

College of William & MaryAmpersandbox- Microsite• Website displayed word pairs - describe their

college experience - allowed visitors tocontribute word pairs of their own

Harvard University American University Multi-Channel Campaigns

Facebook Office Hours• Faculty shares his/her research work and answers

questions asked by fansShowcasing Student and Faculty WorkWired through Phone – iStanford mobile app• Allows students to register for classes, look up

campus maps and be able view the location oftheir friends on a map – instant messaging themif need be

Stanford University

References

1. http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics2. “Social Media and Advancement: Insights From Three Years of Data” by Slover-Linett Strategies, mStoner and

CASE3. http://blog.tweetsmarter.com/social-media/a-teachers-guide-to-social-media/4. http://www.forbes.com/sites/steveolenski/2014/03/17/social-media-and-branding-a-one-on-one-with-a-

harvard-business-professor/5. http://www.techinasia.com/social-media-education-infographic/6. http://socialatedu.com/7. http://www.krux.com/smb/8. http://mashable.com/2009/07/15/social-media-public-affairs/9. Marketing Management, Philip Kotler10.http://mackwebsolutions.com/2013/08/measuring-community-kpis-social-metrics-community-building/11.Salesforce radian612.http://www.bmconsulting.in/blog/category/digital-strategy/13.http://home.edweb.net/wp-content/uploads/Social_Media_Marketing_in_Education.pdf14.http://scope1.com/8-steps-to-create-the-definitive-higher-education-social-media-strategy.htm15.https://www.academia.edu/1220569/Social_Media_in_Higher_Education_A_Literature_Review_and_Research_Di

rections16.http://www.pearsonlearningsolutions.com/educators/pearson-social-media-survey-2011-bw.pdf17.http://www.educationarena.com/pdf/sample/sample-essay-selwyn.pdf

RECAP

Mission & Objective

Relevant Social Media

Social Media Strategy

KPIs For Measuring Social Media Success

Appendix A: Content Generation & Social Media Platform

Appendix B: Higher Education Institutions' Best Practices On Using Social Media

References