Marketing, Communications & Alumni Office

The UM Website Rebranded: familiarisation workshop 

Trainer: Ms Angela Xuereb - Senior Executive 
Target Audience: Members of staff who would like to familiarise themselves with the new UM website and newly recruited members of staff.  
Duration of Session: 2 hours   

Concept: To introduce members of staff to the re-branded UM website and its new structure and features.
Learning Tools: Tablet, smartphone and laptop 

Learning Outcomes:

  • Familiarisation session of the new UM website  
  • To obtain a clear picture of the much-needed change 

Workshop Overview: 

  1. Higher Education websites today 
  2. Mindset and strategy 
  3. The brand 
  4. The website structure and design 
  5. UM homepage
  6. Drop-down menus
  7. The staff portal 
  8. The current students portal 
  9. Searching for content: site search; staff search course search 
  10. News and events 
  11. Group work and discussion 
  12. Conclusion 
 

The UM website: use of the UM brand

Trainer: Ms Angela Xuereb - Senior Executive 
Target Audience: Members of staff who are currently website administrators
Duration of Session: 1 hour

The session will focus on the importance of the UM brand across the UM website and its subsites while highlighting best practices such as: 
  • audience-focused content
  • consistency in format and style 
  • tone of voice
  • images.

Other points that will be discussed are the use of the template's responsive pages as opposed to the use of pdfs, the possibility of using slideshows and video, and bad practices which need to be avoided.

Part of the discussion with deal with the news and events section available on the UM website (subsites) generated through the Newspoint new portal system.


Marketing Academic Programmes on Social Media Platforms

Trainers: Dr Emanuel Said, Ms Cynthia Genovese, Mr James Moffett and Mr Mario L Cassar
Target Audience: Administrative and academic members of staff, particularly Course Coordinators and Heads of Departments
Course Duration: 9 hours   

  • To obtain a broad overview of marketing in the context of the social media platform
  • To manage a Facebook page within the University's marketing framework
  • To learn how to use video marketing effectively
  • To promote programmes of study on the social media platform 

  

Trainer: Dr Emanuel Said - Head & Deputy Dean - Department of Marketing, Faculty of Economics Management & Accountancy


  • Definition of a social media platform: connect and create online networks through creation and exchange of content.
  • Common platforms: Facebook, Twitter, LinkedIn, Instagram, Youtube, Google+, etc.
  • Social Messaging Platforms: Snapchat and WhatsApp
  • Benefits of Social Media Advertising 

 

Social Marketing Campaign

  • Select appropriate platforms
  • Plan suitable content
  • Content creation
  • Campaign tracking
  • Performance evaluation 


Trainers: 

Ms Cynthia Genovese - Administration Specialist
Mr James Moffett -  Audio-Visual & Graphic Design Coordinator 

  • Social media profile types: Personal, Pages, Groups, Events
  • Facebook: Page roles and levels of access
  • Creating a social media business profile
  • Editing a social media business profile
  • Hands-on social media actions: Post, Scheduled Post, Comment, Write Note, Share, Pin, Like, Tag, Hashtag, Follow, View Insights, etc.
  • Post types: News, Events, Polls
  • Managing comments: timely and appropriate responses. Acknowledge positive comments and deal quickly with negative comments
  • Setting up Notifications

Video Marketing 

  • Types of marketing videos to create
  • Advantages of video marketing: higher engagement than text based or image-based posts
  • Planning your video
  • Engage your audience
  • Publish your video
  • Analysing results 


Trainer: Dr Mario L Cassar - Deputy Director

 

Social Media Management Services

  • Managing content, publishing, interactions, advertising and tracking and analysing activity. 


Social Media Marketing and Promotions

  • Reviews
  • Referrals


Social Media Advertising

  • Select audience: demographics, location, interests, behaviours, connections and partner categories.  
  • Creating an Ad: targeting options and budget
  • Handling the Ads Manager
  • Promote a Page/Website
  • Boost Post

Targeted Audience

  • The audience you want to reach with your post.
  • Optimise content.
  • Content that will prompt target audience to engage and interact with content.
  • Target audience for paid posts by demographics as well as interests, browsing habits and social network habits.
  • Retargeting: Show ads to people who have visited your page/site in the past month
  • Unpaid posts: Define a preferred audience for a post by their interest and limit who sees your posts
  • Viral Content: Generates discussion, resonates with audience, original


Good practice for creating engaging content

  • Post regularly 
  • Post at times that your target audience are most likely online
  • Post content that is relevant and tailored specifically to appeal to target audience
  • Research other universities for ideas
  • Encourage interaction
  • Post good quality images and videos to engage your target audience

 

Social Media Insights

  • Tracking and analysing the behaviour of visitors to a social media account, measure if goals are achieved
  • Engagement
  • Reach
  • Mentions
  • Trends
  • Inbound links
  • Views 
  • Actions 
  • Facebook Page Insights: guide on exporting data 

Study at UM

https://www.um.edu.mt/hrmd/trainingdevelopment/coursesandresources/mcao