The exciting bit for me (and you hopefully) will be the benefit this migration has on the blog’s search engine ranking. Academic domains are trusted by search engines as they are recognised as well-established, unbiased and authoritative, so ac.uk site is given extra weighting by search engines simply by being affiliated with it. This is one of the reasons we’ve put this blog service in place – to share the knowledge and skills that the university has and make our knowledge open to Google and other search engines.
We are at the start of this work but if you would like to start blogging with us or require more information, please get in touch and I’d be more than happy to talk to you about. The service is available to staff and the content will belong to the staff. If you move on you can zip up your blog and take it with you.
The value of Open Days to Universities is significant as it allows prospective students to get a real feel for what the University has to offer. However, university open days are complex – there is so much going on for the attendees so we were really keen that they didn’t miss anything.
In addition to providing people with a programme for the day in paper format we looked at how mobile could support their open day experience. The result was a mobile app which aims to provide everyone with all of the information they need to make the most of the day and not miss anything they want to attend. And we were also aware that not everyone wants to attend the same events during the day so we added ‘build your own agenda’ functionality which allowed those attending to build an agenda for themselves which included push alerts to remind them of where to go next.
The hope is that we can use the infrastructure to support future events and open days. The initial results look positive with around a quarter of those attending downloading the app and around half of those using the ‘build your own agenda’ functionality. We will need to conduct some proper analysis of usage and source feedback but the initial stats look positive.
If you want to have a look you can download the App via
The Business Tailor website was released recently – it is a university and college collaboration project that aims to provide a gateway to nine of the east of Scotland’s universities and colleges – a one stop shop aimed at streamlining the engagement and enhancing access to knowledge, expertise and consultancy.
On the plus side, I think this is a really positive move by the sector that shows that universities and colleges are keen to work with and support business and they are trying to make the interface simple and supported. And the offer to ‘provide tailored solutions to ensure your exact requirements are met’ is a strong statement of intent.
The challenge for the sector though is relevance and awareness. I’ve spoken to various contacts across industry sectors and although I believe there is interest in the knowledge and expertise in our universities and colleges – however I don’t think they quite get or believe that there is a big enough commercial benefit to justify full engagement.
Hopefully the Business Tailor is a step in the right direction and the service will help bridge the gap between universities and industry. Do you think it will be useful and more importantly, will you use it?
One of the components of a recent marketing campaign we ran was Spotify advertising which asked Spotify users within a specified age range to engage with the Edinburgh Napier University and tell us what songs they study to and recommend them for our ‘Songs to Study to‘ playlist.
From a brand awareness perspective this provided substantial reach at reasonable cost and created an exceptional level of engagement – albeit light engagement it combined positive brand messages with social share-ability and engagement – which is the first time we’ve properly achieved this within the UK market and achieved significant impact with digital display (excluding Facebook) and avoided interuption.
It has certainly been an interesting experiment and has opened up thoughts on how this approach can be used in future.
And the playlist itself is actually quite good. The ‘Song to Study to‘ playlist is embedded below.
There are many discussions online about the challenges of measuring the value of social media followers and many caveats from those that are brave enough to put a number on this. In my earlier blog Scottish University league table of social media I tried to measure the reach of Scottish University social media. But I’m sure to many the next logical question is: so what is it worth?
To ascertain that properly I would need to take the time to understand what each university is trying to achieve. As that is not possible at the moment, I’m going to estimate based on analysis done by others. And I’ve restricted the calculation to Facebook, Twitter and LinkedIn.
And according to Twitter (via PC mag) at Twitter follower is worth $2.5 or £1.63 putting the Twittersphere value at £165k for just over 100k of followers. And although I could find some discussion about the value of a LinkedIn follower there appear to have been no attempts to place a value on this.
In total, the value of Scottish Universities’ social media followers (in this limited study) is £603k.
Digital Marketing in the Higher Education Sector with an Edinburgh Napier University slant