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How is
Swiss
Academia using
Social Media?
Initiative of the State Secretariat for Education, Research and Innovation SERI ...
2
Audience Size
Importance of Social Media
Social Media Channels
Strategies, Tools, Policies
Recap
3
Audience Size
Importance of Social Media
Social Media Channels
Strategies, Tools, Policies
Recap
4
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
EPFL
EHL
UZH
HSG
ETH
UNIBE
UNIL
UNILI
UNIGE
UNIBAS
UNINE
USI
ZH...
5
Twitter | Followers
! Most followed are still EPFL, ETHZ, and UNIGE, all have
more than 5,000 followers
@EPFL
@EPFL_en
@...
6
Where You Can Find Additional Data
For more numbers and charts, download your report at
socialmediaswitzerland.org/parti...
7
Audience Size
Importance of Social Media
Social Media Channels
Strategies, Tools, Policies
Recap
8
Survey results
•  We asked communications departments at all Swiss
universities about how they use and manage social med...
9
Social Media has come a long way since 2010
21%
42%
62%
56%
 58%
2010
 2011
 2012
 2013
 2014
Yes, social media is a pri...
10
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012
 2013
 2014
Strongly agree
Agree
Disagree somewhat
Disagree
Strongly d...
11
Everyone has it in their communications strategy
“Social media is an integral part of our communications
strategy”
0%
1...
12
Money is flowing away from traditional channels
Have you shifted budget to social media in 2014?
! 32% say yes
! 28% sa...
13
However, for many this is not enough
“I think we should use social media more at our institution”
0%
10%
20%
30%
40%
50...
14
Institutions see the benefits, but there are still barriers
! 58% strongly agree that social media has great potential
...
15
Audience Size
Importance of Social Media
Social Media Channels
Strategies, Tools, Policies
Recap
16
Which channels are you using?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook
Tw
itter
LinkedIn
Blog
Podcasts
(iTu...
17
What we can expect to see in 2015
How many plan to set
up new channels?
! 26% Instagram
! 16% Blog
! 10% YouTube
! 5% P...
18
Are Google+ and Pinterest not worth the effort?
Which channels are successful?
! 100% Facebook
! 84% Twitter
! 68% YouT...
19
Audience Size
Importance of Social Media
Social Media Channels
Strategies, Tools, Policies
Recap
20
What’s new in terms of managing?
! Most (74%) do it all in-house, relay on internal expertise
! Content is mostly plann...
21
More and more get students to help out
! 68% hire a student or
interns to help out with
social media (vs. 44% in
2013)
...
22
Many use tools to manage channels
! 58% Hootsuite
! 47% Tweetdeck
! 42% Radian6
! 10% SocialBro
! 10% Buffer
! 5% Meltw...
23
Audience Size
Importance of Social Media
Social Media Channels
Strategies, Tools, Policies
Recap
24
①  Social Media has found its place and budget, and is an
integral part of communications
②  But lack of resources (tim...
25
Thank you!

Let us know if you would like the
full survey results
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Digital campus @ UNIL Nov 14 2014

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Use of social media in Swiss universities.

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Digital campus @ UNIL Nov 14 2014

  1. 1. How is Swiss Academia using Social Media? Initiative of the State Secretariat for Education, Research and Innovation SERI Annex of the Consulate General. Swiss Knowledge Network with outposts in Boston, Bangalore, San Francisco, Rio de Janeiro, Shanghai and Singapore. November 11, 2014 Results from our annual survey
  2. 2. 2 Audience Size Importance of Social Media Social Media Channels Strategies, Tools, Policies Recap
  3. 3. 3 Audience Size Importance of Social Media Social Media Channels Strategies, Tools, Policies Recap
  4. 4. 4 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 EPFL EHL UZH HSG ETH UNIBE UNIL UNILI UNIGE UNIBAS UNINE USI ZHdK ECAL UNIFR HEAD HEVS HSLU ZHAW HEMU SUPSI UNILU HWZ HESSO HEIG-VD HEG HTW FHNW ELS HSR FHS PHZH HEM BFH EIAFR FFHS HEPIA HEDS PHLU ECAV NTB EESP HEDSFR HE-ARC PHZUG Facebook | Likes ! Universities keep growing their audience ! EPFL, EHL, UZH and HSG still among the most liked ! ETH established a very strong presence in 6 months 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000
  5. 5. 5 Twitter | Followers ! Most followed are still EPFL, ETHZ, and UNIGE, all have more than 5,000 followers @EPFL @EPFL_en @UNIGEnews @ETH @ETH_en @unil @uzh_news @HSGStGallen @hslu @unibern @UniBasel @USInews @unifr @EHLnews @UniNeuchatel @ZHAW @ecal_ch @UniLuzern @fhhwz @FHNW @HEADGENEV @HTW _Chur @hes_so @bfh_hesb @uni_li @uzh_news_en @heigvd @phzuerich @hessovalais @zhdk @EPFLlive @supsi_ch @phluzern @FFHS @PH_Zug @UniBasel_en @PHTGKreuzlin @PHTGKreuzlin 7,000 6,000 5,000 3,000 2,000 1,000 4,000 8,000
  6. 6. 6 Where You Can Find Additional Data For more numbers and charts, download your report at socialmediaswitzerland.org/participants
  7. 7. 7 Audience Size Importance of Social Media Social Media Channels Strategies, Tools, Policies Recap
  8. 8. 8 Survey results •  We asked communications departments at all Swiss universities about how they use and manage social media •  52 emails sent; 20 responses (8 universities/federal institutes, 12 universities of applied sciences) •  Fourth annual survey (conducted in 2011, 2012, 2013, and 2014)
  9. 9. 9 Social Media has come a long way since 2010 21% 42% 62% 56% 58% 2010 2011 2012 2013 2014 Yes, social media is a priority at our institution ! 2012 was a big year for social media in Switzerland ! More established at this time, but still not a priority for all
  10. 10. 10 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 2013 2014 Strongly agree Agree Disagree somewhat Disagree Strongly disagree Acceptance is rising “Acceptance for the use of social media at my institution is very low (among my internal audience)”
  11. 11. 11 Everyone has it in their communications strategy “Social media is an integral part of our communications strategy” 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 2013 2014 Strongly agree Agree Agree somewhat Disagree somewhat Disagree Strongly disagree
  12. 12. 12 Money is flowing away from traditional channels Have you shifted budget to social media in 2014? ! 32% say yes ! 28% say no, but they plan to move some budget soon
  13. 13. 13 However, for many this is not enough “I think we should use social media more at our institution” 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 2013 2014 Strongly agree Agree Agree somewhat Disagree somewhat Disagree Strongly disagree
  14. 14. 14 Institutions see the benefits, but there are still barriers ! 58% strongly agree that social media has great potential for achieving goals at their institution ! But many could still do better, if they wouldn’t face… …Lack of resources (84%) …Lack of knowledge (10%) …Lack of support from supervisor (26%) …Concerns over loss of content control (10%)
  15. 15. 15 Audience Size Importance of Social Media Social Media Channels Strategies, Tools, Policies Recap
  16. 16. 16 Which channels are you using? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Facebook Tw itter LinkedIn Blog Podcasts (iTunes U ) Foursquare YouTube Flickr G oogle+ Xing Instagram Pinterest Yam m er Snapchat Which type(s) of social media does your institution use? (choose all that apply) ! Top 4 remain the same (FB, YT, Twitter, LinkedIn) ! Pinterest is up (5% in 2013), and so is Instagram (39% in 2013)
  17. 17. 17 What we can expect to see in 2015 How many plan to set up new channels? ! 26% Instagram ! 16% Blog ! 10% YouTube ! 5% Pinterest Google+ Snapchat
  18. 18. 18 Are Google+ and Pinterest not worth the effort? Which channels are successful? ! 100% Facebook ! 84% Twitter ! 68% YouTube ! 53% LinkedIn ! 53% Instagram ! 16% Google+ ! 5% Pinterest è 50% think it is challenging to measure the return of investment of social media
  19. 19. 19 Audience Size Importance of Social Media Social Media Channels Strategies, Tools, Policies Recap
  20. 20. 20 What’s new in terms of managing? ! Most (74%) do it all in-house, relay on internal expertise ! Content is mostly planned (63%), not spontaneous ! Everyone has some sort of content strategy (26% even a formal one)
  21. 21. 21 More and more get students to help out ! 68% hire a student or interns to help out with social media (vs. 44% in 2013) ! But experts are still needed, 55% have a social media manager (vs. 39% in 2013) ! 79% say that “an expert is essential to the successful implementation of social media” (vs. 57% in 2013)
  22. 22. 22 Many use tools to manage channels ! 58% Hootsuite ! 47% Tweetdeck ! 42% Radian6 ! 10% SocialBro ! 10% Buffer ! 5% Meltwater Buzz Engage ! 5% Crowdbooster
  23. 23. 23 Audience Size Importance of Social Media Social Media Channels Strategies, Tools, Policies Recap
  24. 24. 24 ①  Social Media has found its place and budget, and is an integral part of communications ②  But lack of resources (time & staff) is still challenge no. 1 ③  Facebook and Twitter are still dominating, but the options are expanding with Instagram and Pinterest ④  ROI is still a mystery to half of the respondents ⑤  Institutions have the internal knowledge and don’t relay too much on outside help ⑥  Content is much more planned and content strategies are not unusual
  25. 25. 25 Thank you! Let us know if you would like the full survey results

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