TEAM MEMBERS:
H E AT H E R P I E R C E
BRIAN STEELE
G R E TA S I M O N S
HELPING THE
D E PA R T M E N T " TA K E F L I G H T "
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,
scholarships,
and
opportunities
New
ways to
reach
out to
students
Staying
relevant,
staying
innovative
1.Promoting academic
success, growth, leadership,
and participation in all our
communities.
Advertising
& Branding
Encourage
a new type
of student
leader
2. Maintaining a variety of
innovative and affordable
environments through
effective management
“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)
“Most Universities social media sites are
not successful.”
(Lipka 2009)
“A typical university
with 20,000student population
on campus, might
only have 1,000
followers on Twitter
and nothing but
spam posts on
their Facebook
wall.”
(Brady 2011)
Remember social
media is NOT:
A platform to blare a message:
Facebook and Twitter were
never meant to distribute news
releases and marketing
slogans
Damage 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
Passengers:
Remember
social media
strengths:
Communicating Micronews:
Social media is perfect for
posting snippets of
information beneficial to the
housing community.
Establishing
Humanizing the Department of Relationships:
Student Housing:
Social media allows us to
KU is a large state school with engage prospective
a large housing department,
students, while keeping
social media allows us to show in touch with current and
our unique personality
past residents
Forming a Like-Minded
Increase Engagement Among Our
Community:
Biggest Fans:
Social media is a place people
Social media allows housing to
talk about their passions, lets
generate positive conversation
make student housing one of
these passions.
Attention
Passengers:
Remember
Your Audience
Use 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 audience
Create questionnaires to find
out where students spend
Talk to other schools:
time online
Find out what has worked on other
campuses, odds are it might just
work on ours.
Attention
Passengers:
In Case of
Turbulence
1. Include incentives
for joining
2. Integrate social media
into overarching campaigns
3. Invite accepted students to
their own exclusive network
4. Social media signage and
invitations at campus events
HOW WILL THIS
WORK AT THE
UNIVERSITY OF
KANSAS?
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.
Diverse
populations
within
Student
Housing
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.
The University
of Kansas
prides itself on
tradition.
1. New traditions can be formed,
and once the students take
hold of them, they will last.
1. Student Housing should focus
on how to create ownership
among the student
population: involve students
in all planning and strategy
meetings.
Large school,
living oncampus is
not a
requirement.
1. Social media can help with filling spaces, letting
students realize the benefits to living on campus.
1. Accessibility to information previously not available.
Branding the
Department of
Student
Housing for
social media
purposes.
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
populations
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.
1. 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.
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.
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.
“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.
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.
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
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!
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!
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.
Simply… to answer the question…
“What Makes
Us Unique?”
Southwest began with
blogging – to update
specials and tell
unique stories.
Then they moved these
same features to
Facebook & Twitter
This can also be
true for the
Department of
Student
Housing!
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”
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=GFOOTERABOUT-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/southwestairlines-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-UsingTechnology-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