Scientific-practical seminar "Improving SMM-communications of Russian universities with the international academic community in the new conditions"
Format: remote, using the capabilities of the Zoom platform.
Event Dates: 25–27 May 20221
Participation fee: 25,000 rubles.
Target audience of the seminar
The program is intended for managers and employees of international departments, managers and key employees of marketing and PR departments of Russian universities.
Description
Today, social networks have become an integral tool for positioning the brand of universities, promoting educational and scientific services in the international market. Modern communications with foreign applicants, students, researchers, partners are impossible without the active use of popular social networks by universities. The latter have shown their effectiveness under the restrictions caused by the pandemic. Taking into account the latest international events, they will not lose their role, while the importance of working with content, choosing appropriate platforms, etc. will increase.
What changes have taken place in the Russian market of social networks and what risks and opportunities does this bring for universities?
How to position the scientific, educational and expert potential of the university in the international market?
How to manage digital relations with foreigners entering the new reality?
What is the structure of the content strategy? How to set a technical task for a copywriter?
What are the features of content marketing in SMM communications? What are the ways of brand communication in social media?
What are the features of working with content in the context of anti-crisis measures?
What are the opportunities to promote universities in social networks?
How to manage the university's international SMM communications?
We will talk about this within the framework of the scientific and practical seminar "Improving SMM communications between Russian universities and the international academic community in the new conditions."
You will learn:
conduct an audit of the positioning of the house of the university's brands on the English-language website,
analyze their own accounts in social networks;
design a positioning profile for each type of university brand in social networks,
create mind maps of target audiences,
carry out content analysis of the university's official accounts, develop the concept of a content marketing strategy for international SMM communications,
create a content plan for an account on a social network, prepare the text of an informational and advertising post,
determine the desired types of promotion, KPI for each type of advertising campaign,
assess the university's social networking metrics, evaluate traffic from social networks to the university website,
develop a model for managing international SMM communications of the university.
Detailed program of the event
Seminar experts
Karpinskaya Elena Olegovna, RIAC Deputy Program Director. Graduate of the Moscow State Institute of International Relations of the Russian Foreign Ministry. Author of articles and a series of reports on the electronic internationalization of universities. Expert in the field of internationalization of universities, international educational and scientific cooperation, marketing of higher education, international expertise of scientific projects and programs, public diplomacy.
Bakumenko Olga Arkadievna, Ph.D. in Economics, Leading Analyst of the Center for Organization of Science and Academic Development, National Research University Higher School of Economics - St. Petersburg. Expert in international digital marketing of universities. She has been working in the field of managing the international activities of universities since 2008. She was educated at leading Russian and foreign universities in the field of international marketing, internationalization of universities, scientific journalism, digital marketing. Author of courses on digital marketing in higher education. Developer of international marketing strategies for universities.
Frantsuzova Maria Andreevna, digital marketing specialist, social media consultant for business. Implemented advertising campaigns for PepsiCo, Microsoft, business accelerator Mabusi, etc. The main area of activity is managing key clients of digital agencies.
Contact Information
For participation in the seminar, please contact Ekaterina Shvetsova, RIAC Program Assistant: eshvetsova@russiancouncil.ru, (495) 225 62 83 (ext. 412)