Deliverable 1 - Social Media Performance of Newcastle

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18 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

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06
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Social media students’ project update


Savvas Papagiannidis



Deliverable 1
-

Social Media Performance of Newcastle
University ( Alumni Association)


In this deliverable, we analyzed social media performance of
both Newcastle University as a whole and Newcastle University

Alumni Association, and gave suggestions accordingly.


I. Social Media Performance of Newcastle University



Facebook performance


There are more than 100 facebook pages/groups related to newcastle university, but not
all of them are official pages/groups

which could present views of institutions in
Newcastle University. In order to truely reflect facebook performance of Newcastle
University, we only analyze the official facebook pages/groups of Newcastle University.
We will analyze facebook performance of

academic schools, facebook performance of
university's services, and accordingly, the facebook performance of Students' Union,
trying to get an overview of how these institutions function on facebook.


There are 24 academic schools in Newcastle University
, but only 4 of them have an
official facebook page/group. The most welcomed facebook page/group is Newcastle
University Business School facebook page, and the least welcomed facebook
page/group is School of Agriculture, Food and Rural Development facebook

group.


From the existence of facebook pages/groups of the academic schools, we can see that
the schools which participate in social media are related to social science. In general,
academic schools does not actively participate in facebook. Details are s
hown in the
chart below.


Schools

Likes/Member
s

Joined in

Update
Frequency

Response Rate

Newcastle
University
Business
869

March, 2011

****

****

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School

Architecture,
Planning and
Landscape

252

April, 2011

***

**

School of
Modern
Languages

121

March, 2012

****

**

Agriculture,
Food

and Rural
Development


9

September,
2009

*

*


There are 11 main services for students provided by university, and there are only 3 of
them have official facebook pages/groups. They are Careers Service, Newcastle
University Sport, Newcastle University Libraries. These services all perform well on
faceb
ook, especially Careers Service, which update its profile the most frequently, and
University Libraries, which has the most sub
-
pages/sub
-
groups. Details are shown in
the chart below.


Services

likes

Joined in

Update
Frequency

Response

Rate

Careers
Service

1986

September,
2008

*****

**

Newcastle
University
Sport

1088

January, 2010

***

**

Newcastle
University
Libraries

188

February, 2012

***

***


Compared to the performance of academic schools and university services, Students'
Union is the most en
gaging party on facebook. There are tremendous official pages of
Students' Union, ranging from pages of the unions' officers, to event holding parities.
The page of Students' Union alone has 4233 followers, which ranks the third place on
popularity of face
book pages within Newcastle University. In general, those official
pages related to students' union are operated on a regular basis and truely reflect the
dynamic campus life in Newcastle University. Details are shown in the following chart.


Bodies

Likes/Member
s

Joined in

Update
Frequency

Response Rate

The Courier

2830

November,
2009

****

**

Team
968

October, 2010

****

***

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Newcastle

Men's Bar

525

October, 2010

***

**

Newcastle
Student Radio

453

November,
2007

****

**

RAG

250

October, 2011

**

**

Students'
Advice Center

163

April, 2010

***

**

Go Play

97

September,
2011

***

**

Culture
Challenge

72

October, 2011

***

****


Through the charts given above and observation of those facebook pages/groups
real
-
time performance, we have serval

conclusions drawn upon the overall facebook
performance of Newcastle University.


1, Most of the facebook pages/groups started in 2011, which means there is no much
experience out there to Newcastle University in terms of facebook marketing.

2, Holders of

these warm welcomed facebook pages/groups do have strong offline
existence, which means their online existence depends greatly on their offline
performance rather than their facebook marketing skills.


The suggestion given to Newcastle University in terms

of facebook marketing is to
develop its facebook marketing teachniques and enrich its experience in facebook
marketing, rather than rely on its strong offline existence and simply regard facebook as
a tool to deliver information.


Twitter performance


It
can't be denied that Facebook has much more functions than Twitter, and more
effective when it comes to social media marketing. However, twitter is a good tool
when delivering conversational message. In general, those parities performing well on
facebook a
lso do a good job on twitter.


The chart below is an overview of usage of twitter in Newcastle University.


Bodies

followers

tweets

Joined in

Update

Frequency

Response

Rate

Newcastle
Uni Alumni

3706

990

February,
2009

***

**

Newcastle
Libraries

3672

1686

March,
2009

***

***

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Newcastle
University

1771

417

January,
2010

***

**

NU Careers
Service


1489

2190

November,
2009

****

**

The Courier



1302

624

September,
2009

***

***

Cultural
Lab Ncl


1100

207

November,
2009

***

*

Newcastle
SU




1107

197

June, 2011

***

**

NU Lib arts
liaison


704

3187

September,
2009

****

***

NU Lib Arts
Liaison

703

3188

Setember,
2009

***

***

Newcastle
University
Business
School


645

1417

May, 2011

****

***

Newcastle
University
Internationa
l Office

632

205

July, 2010

**

*

newcastleD
M


597

298

March,2008

***

*

Robinson
Library,
Reader
Services
News

540

4536

May, 2011

****

****


From the chart above, we can get some conclusions.


1, Those

who perform well on twitter are mainly the institutions which has lots of
information to offer, like university libraries, The Courier, etc., which means twitter is
more suitable for institutions of information service.

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2, Though Newcastle University perf
orm well on twitter, but their tweets are not very
highly re
s
ponded, which means the interacting feature of twitter is not realized here.


The suggestions given to Newcastle University

in terms of twitter marketing is to
identify the nature of the institutions which are going to do twitter marketing. Not all
institutions are suitable for twitter marketing.


Linkedin performance


Compared to facebook and twitter, Linkedin

is a more professional tool for networking.
It aims at helping users connect with their partners on the purpose of seeking for careers
opportunities or sharing valuable information. The careers service and the alumni
association are the main bodies using
Linkedin in Newcastle University. They perform
it in a professional manner, which can be seen from the groups and sub
-
groups they
have set up.


In detail, the main two groups of Newcastle University are Newcastle University
Alumni Association, which has 5
961 members and Newcastle University Business
School
-

Global Alumni, which has 703 members. There are several sub
-
groups under
the group of Newcastle University Alumni Association. They are
Business School
Alumni ( 53 members), Careers Service ( 35 member
s), United States Alumni ( 44
members), Agriculture Alumni ( 27 members), Medical Alumni Group ( 16 members),
Dental Alumni Group ( 4 members).


In terms of

the

number of members in these groups and sub
-
groups, we can see that
alumni do show great intere
st in Newcastle University Alumni group, but do not show
much interest in joining sub
-
groups which are not performed lively.


The charts below is analysis of Newcastle University Alumni Association's
performance on Linkedin.


Demographic analysis


Seniori
ty


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Function


Location

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Industry


Comments and Discussion

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From the charts, we can learn that the members of Newcastle Unversity Alumni
Linkedin Group are mostly based in UK, and most of them do have professional jobs
and are senior users on Linkedin
.


The suggestion for Linkedin performance of Newcastle University is to try to enable
users to make the most of the connections created by Newcastle University in a
professional manner, like link recomendation, working experience sharing, etc.


II.Social

Media Performance of Newcastle University Alumni
Association


A. Social Media Performance of Newcastle University Alumni
Association (compared to other alumni associations)


As alumni associations only targeted alumni, who have left universities and are
less and
less connected to universities, the associations' performance on social media is far more
important than other institutions in universities and will create great values to
universities if being done well.


We will analyse the social media engageme
nt of alumni associations of universities in
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Russell Group in order to give

an overview of how other universities


alumni
associations are performing in social media and show the potential of social media
marketing for Newcastle University Alumni Association.


Alumni
Association
from

Facebook likes

Twitter

Followers

Linkedin

Followers

Social Media
Engagement
Started f
rom

Imperial
College
London

16,242

0

2836

April, 2008

University of
Leeds

11,644

2091

1962

October, 2007

University of
Oxford

6360

2873

4654

June, 2008

University of
Cambridge

5935

1956

2933

March, 2009

Newcastle
University

5418

3706

5961

November,
2007

University of
Southampton

5100

807

7349

October, 2007

University of
Warwick

4777

1610

3723

September,
2007

University of
Edinburgh

3337

1887

9223

March, 2008

University of
Birminghan

2978

0

9312

June, 2008

University of
Liverpool

2892

886

2809

November,
2007

King's College
London

2231

1240

6473

July, 2008

University of
Glasgow

2220

0

5681

June, 2008

University of
Sheffield

2145

1245

6472

March, 2008

University of
Bristol

2136

0

9771

March, 2008

University of
Nottingham

2112

786

7864

October, 2007

University of
London

1068

1240

1980

February, 2008

Cardiff
University

690

0

5376

May, 2008

Queen's
university
8

0

2217

June, 2008

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Belfast

University of
Manchester

0

0

2217

June, 2008



As can be seen from the chart, the alumni associations of Imperial College London and
University of Leeds have the most followers on facebook, which far exceed the amount
of likes of other university's alumni associations. But those two associations do not

perform as well as on Twitter, where Newcastle University and University of Oxford
have the most followers. In general, Newcastle University Alumni Association
performs quite well on social media compared to that of other universities, as it uses the
most

social media tools, and has enough fans of each tools.


B. Social Media Performance of Newcastle University Alumni
Association (Internal Analysis
-

facebook performance )


Likes: 5418


Most popular age group:
25
-

34


Age
Group

13
-

17

18
-

24

25
-

34

35
-

44

45
-

54

55+

Percentag
e

1.5%

25%

42%

21%

7.5%

5%


Location

Locati
on

United
Kingdo
m

Greece

United
States

India

Singapore

Taiwan

Malaysia

Numbe
r of
fans

2810

275

202

132

131

126

112


Most Popular Week:

25 September 2011


Ranking of posts in terms of popularity (
From July, 2011)



Title

Theme

Type of the
post

Engaged Users

Publish Date

Graduation, 13
-

15, July, 2011

Graduation

Ceremony

Pictures

1069

31/08/2011

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Newly
Refurnished
Students'
Union

Refurnishment

in University

Pictures

820

27/09/2011

Convocation
Weekend 2012
-

Memories of
Newcastle
University

Memories of
Campus Life

Pictures

474

19/02/2012

Winter
Graduations
2011

Graduation
Ceremony

Pictures

349

13/12/2011

Convocation
Weekend 2012
-

Memories of
Newcastle
University

Memories of
Campus Life

Pictures

281

28/02/2012

Convocation
Weekend 2012
-

Memories of
Newcastle
University

Memories of
Campus Life

Pictures

256

04/03/2012

Winter
Graduations
2012

Graduation
Ceremony

Pictures

236

12/01/2012

Merry
Christmas from
everyone at
Newcastle
University

Greetings

Pictures

200

24/12/2011

Refurnishment
of Students'
Union

Refurnishment
in University

Videos

128

02/02/2012


Update rates:
Three times a week (on average)


Post liked or commented:
one out of three


The average amount of likes and comments for each post:
5 ( The amount of likes
and comments to every post differs greatly due to the excitement of the posts)


Content:

1, News for careers opportunities, events fo
r alumni.

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2, Local news

3, Links to school's event

4, Alumni's achievement

5, Photos and information on graduation celebration (warm welcomed)


Among all the statistics, we can see that Newcastle University Alumni Association
perform on the facebook

page on a regular basis, and have reached great awareness
among alumni. Though there is rich content in the facebook page, it is still not actively
responded by alumni. The particular suggestion in terms of content on the facebook
page is to try to put up

information related to the campus life of alumni using multiple
media
-

photos, videos,etc.


C. Social Media Performance of Newcastle University Alumni
Association (Internal Analysis
-

Newcastle University alumni
performance )


Content Alumni Put on the F
acebook Page


1, Alumni putting up old photos of university life

2, Alumni seeking for locals in some places

3, Advertisement of their business

4, Greetings or saying thank you to the Alumni Association

5, Supporting university's development or celebrating

university's achievement


Conclusion:


1, Alumni's diverse interests decide the unpopularity of some posts

2, The alumni who follows the alumni page are comparably young and have the sense
of belonging/responsibility to the university.


Suggestion:


The particular suggestion driven from the behaviours of alumni to the alumni
association is to try to target active alumni and customerize its alumni services.


III. Additional Suggestions to Newcastle University and
Newcastle University Alumni Association


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1, Use of
Social media analytical tools

We draw several conclusion based on the data we collected from the social media
analytical tools. It provided us real
-
time data from a variety of perspectives. To use
social media analytical tools will help the al
umni association keep up with the trends
and threat on their social media marketing, which gives them competency over other
universities' alumni associations.

2,
Customized alumni services

As alumni from diverse background, they do not have the same interest. To find
something more detailed that they are in common is far more important than simply
regard them as people that graduated from the same university. Therefore, to catagorize
these a
lumni in terms of the faculties they were studying in and the clubs/socieities they
have joined in will
generate

their common interest to some extent.

3,
Improve online performance by offline activities

It has been approved that the posts which are most we
lcomed on social media are those
related much to offline activities which concerning the alumni. Offline activities is
irreplaceable way to enhance bonds between alumni, which is exactly the goal of the
alumni association.

4, Content management

Online Perf
ormance is vital to establish image of an association. Considering the image
to be built based on online performance, the alumni association should be careful of the
content they put up on social media, and the frequency they update their social media
prof
iles.

The content could be
interesting

or conversational and the update rate should
be appropriate.


5, Performance monitoring

Social media marketing is not difficult and can be done by people who do not have
specialized skills. But do careful about losing

control of the social media performance.
The audience will not tell you that they do not like or are not interested in your online
performance, and in
the
contrary, they will show it through the decreased web page
traffic, which means every performer shou
ld be sensitive and monitoring their
performance in a timely manner.

6, Personal engagement

Relationship building is very informal and personal, which means the alumni
association shouldn't do everything in a very formal manner, which may make their
effor
ts non
-
sense. To bring in personal engagement in its online performance will
generate more interest from alumni. The association can encourage its friends to
perform lively towards its posts, and respond to every comment left in a more
personalized way.

ACG 16
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Social media students’ project update


Savvas Papagiannidis




Deliverable 2
-

Overview of Potential Alumni Services


In this deliverable, we will briefly look at two potential alumni
services
-

mobile application service and Open Course Ware
service, which could be considered by Newcastle University
Alumni Asso
ciation.


Usage of Mobile Application from universities' alumni
associations


Within the Russell Group, there are 8 universities using mobile applications to connect
with their students. These universities are University of Birminghan
, University of
Bristol, University of Cambridge, University of Edinburgh, Cardiff University,
University of Leeds, University of Liverpool, and University of Sheffield, The best
functioning mobile application among them is the one from University of Oxfor
d. The
app from University Oxford offers a variety of functions to its students, which range
from finding a nearest PC to managing events participating.


We haven't found out any universities from Russell Group having a mobile app
specially for connecting

with alumni. Many of them encourage alumni to use the same
app as current students use to connect with the university, as the apps also provide the
alumni
-
related information.



Universities

Mobile App for
all students

Mobile App
specially for
Alumni

Functionability

Popularity

University of
Birminghan

Yes

No

***

**

University of
Bristol

Yes

No

**

***

University of
Cambridge

Yes

No

****

****

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Social media students’ project update


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University of
Edinburgh

Yes

No

***

**

Cardiff
University

Yes

No

***

***

University of
Glasgow

No

No



University of
Leeds

Yes

No

****

***

Imperial College
London

No

No



King's College
London

No

No



University of
Liverpool

Yes

No.

***

***

University of
London

No

No



University of
Manchester

No

No



University of
Nottingham

No

No



University of
Oxford

Yes

No.

*****

****

Queen's
university
Belfast

No

No



University of
Sheffield

Yes

No

***

***

University of
Southampton

No

No



University of
Warwick

No

No




But simply take a look at what other universities outside Russell Group are doing,

we
will get some clues about using mobile apps to connect alumni. There is a great
example here. The University of California does have a specialized mobile application
for its alumni. With this application,
users can access Alumni Association news, find
out about upcoming alumni events and even search for other graduates by zip code.


Besides these applications created by universities, there are some applications created
by companies, which can be bought by universities and adjusted to cater to specific
n
eeds of universities' alumni association. The features of these templates differ a lot,
but they do give other options for the alumni association.


As a report says,
Many higher education institutions have more general apps where
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students, employees or
just fans can find out what's happening on campus. However,
alumni frequently look for specific information about reunions or discounts they are
entitled to that may not be readily available on an app targeting a wider variety of
people. Mobile apps just f
or alums give them a place to go to get the information that's
most important to them
.


These apps also increase a school's chances of keeping connected to its grads. In what is
now a technology driven world, fewer and fewer people pay attention to their
'snail
mail,' but an increasing amount rely on their phones to provide them with information.
A mobile app specifically for alumni gives schools another outlet to try to reach people
.
It is realistic and achievable for Newcastle University to have a mobile

application for
its alumni either by creating it or buying a template.



Overview of Open Course Ware Service


More and more universities are engaged in providing Open Course Ware to its alumni,
or to the public. Some of them charge money for it, while
some provide it for free. The
motivation behind it is mainly to enhance the reputation of the university and market
the university in the long term.


In general, the universities who provide Open Course Ware are top universities and the
courses they offere
d are welcomed. Besides those universities, there are still many
institutions/companies offer Open Course Ware to the public. They also do a great job
in delivering distance education to the public, and their performance will give
Newcastle University insp
iration on developing Open Course Ware.


We picked up fifteen Open Course Wares in random to analyze, which include MIT
Open Course Ware, Open Yale Courses, Tufts Open Course Ware, The Open University
of London, Carnegie Mellon University Open Learning In
itiaitive,Open Stanford in
iTunes, Kutztown University of Pennsylvania, University of California, University of
Tokyo Open Course Ware, University of Michigan Open Courses,etc. And we found
out the information on amount to courses, year founded, sources of

revenue, popularity,
etc. is not all available on their website, which increase the difficulty to compare them.
But from their online existence, we can learn that most of them have a variety of
courses on offer, but the quality and accessibility of them d
iffer a lot. Some of them
simply film the courses taught to general students in classroom, while some produce
specialized video to deliver effective distance teaching. Some of them limit the
numbers of courses users can access, while some freely open all t
heir courses to users.
The Open Course Ware is till under development, the huge gaps between these Open
Course Ware is inevitable.


Simply look at a good example
-

MIT Open Course Ware, and we hope it would inspire
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the university to some extent.


The MIT
Open Course Ware has over 2100 courses available for the public, which
cover more than 40 subjects. It targeted educators, students and self
-
learners. Many of
the courses are translated into different languages, which makes MIT accessible to
people from di
fferent countries. It does well on online marketing, which includes
search engine optimization, email marketing and advertisement. The sources of
revenue include subscribe fees of some courses, advertisement, and donations. The
MIT Open Course is host by a

great team, and it has the potential to domain the distance
learning service market globally.