Sheffield Made Us. Using social media to engage students in the university brand Dave Stanley Marketing Manager Twitter: #iwmw10 #a6

A case study Sharing our experience What is a brand? Aims of the project The project timeline Costs & evaluation Watching some films Plenty of time for questions & discussion

What are brands?

The best brands create a special relationship with customers, based on intangible qualities that evoke strong emotional responses. These might consist of a logo, a general look and feel, a tone of voice and the way a company interacts with its customers – but the whole should be much greater than the sum of the parts. Chartered Institute of Marketing

Lovemarks Saatchi and Saatchi Emotion Loyalty Beyond Reason

Why will this help you? Liberating Empowering A filter for making the right decisions without constant supervision

To Discover And Understand.

Rerum Cognoscere Causas.

Project timeline 17 AprilStart-up meeting 22 AprilDecide on name

Made In Sheffield.

Sheffield Made Us.

Project timeline 17 AprilStart-up meeting 22 AprilDecide on name 6 MayCreative brief for designers 8 MayProject and comms plan 11 – 21 MayInitial film 19 MayDraft promotional text

23/04/201423/04/201423/04/2014 © The University of Sheffield

Timeline part 2 20 – 27 MayCompetition processes 28 MayEdit & upload initial film 1 JuneLaunch competition 1 June – 18 OctOngoing comms 19 OctClose competition 19 – 20 OctReview entries

Timeline part 3 27 OctoberJudging panel 17 NovemberInform winner 27 NovemberAnnounce winner January 2010Review and evaluation

Costs Budget £10,000 Projected Prize £3000 Design£2500 Promotion£4500 Actual £3000 £2300 £1045 £6345

Promotional costs £120Payment to student ambassadors £280Press adverts £285Poster printing £200Poster sites £160Facebook adverts £1045

Evaluation 31 entries by closing date Total views 60,000 Costs £6345 Duration of each film approx. 2 minutes Cost of each view 6345/60000 = 10.5p

Sheffield Made Us. youtube.com/sheffieldmadeus

Topics Can anyone share their experience of a social media campaign? Did your brand play a role? How necessary are financial incentives? Can results be achieved without these? Can you really manage a brand in a social media environment? Is a new approach needed to brand management? How do you encourage users to supply the content in the first place? How can you ensure that the content fits your brand?

The fundamental big idea (What we stand for) To Discover and Understand The fundamental big idea (What we stand for) To Discover and Understand Offer (What are we actually offering the World – how will we deliver impact?) The Sheffield Graduate + The Sheffield Academic? Offer (What are we actually offering the World – how will we deliver impact?) The Sheffield Graduate + The Sheffield Academic? Position (The place we occupy in the HE sector compared to other universities) To be a global University firmly positioned amongst the Worlds leading universities. Top 5 in the UK. Position (The place we occupy in the HE sector compared to other universities) To be a global University firmly positioned amongst the Worlds leading universities. Top 5 in the UK. Shared Values (What motivates us to work at Sheffield rather than somewhere else.) ? Shared Values (What motivates us to work at Sheffield rather than somewhere else.) ? Personality (How we look, act and talk) ? Personality (How we look, act and talk) ? Not explored in Our Shared Vision. Action: Needs addressing in a conversation about motivations and values with staff. Not explored in Our Shared Vision. Action: Needs addressing in a conversation about motivations and values with staff. Not explored in Our Shared Vision. Action: Needs addressing in a conversation about motivations and values with staff. Not explored in Our Shared Vision. Action: Needs addressing in a conversation about motivations and values with staff. Not explored in Our Shared Vision. Need to find a commonality to our offer. Education? Research? Employability? The Sheffield Graduate ? Not explored in Our Shared Vision. Need to find a commonality to our offer. Education? Research? Employability? The Sheffield Graduate ? Not a unique idea. A great idea which could encompass the totality of the student experience. Needs to be developed collaboratively into something unique. Vision/Impact (The difference we want to make) Improve the world by seeking to understand it. Vision/Impact (The difference we want to make) Improve the world by seeking to understand it. So what? How will this improve the World? Be explicit. Action: Needs addressing in a conversation impact on society with staff. So what? How will this improve the World? Be explicit. Action: Needs addressing in a conversation impact on society with staff. Action: How do Global organisations act. Review systems and procedures in line with this?