Building and Staffing a Social Media Program

HDC / Making the world more active. OVERVIEW • Readiness Assessment • Setting Goals • Research • Deﬁning Strategies • Tactical Execution • Measurement and Reporting • Staffing©Copyright Hanson Dodge Creative. All Rights Reserved. 2

HDC / Making the world more active. ORGANIZATIONAL • Leadership buy-in? READINESS? • Communications policy in place? • Is the brand well-deﬁned and understood internally? • Necessary/staff resources available? • Access to the necessary assets/content to sustain? • Necessary technical infrastructure?©Copyright Hanson Dodge Creative. All Rights Reserved. 5

HDC / Making the world more active. WHERE TO • What are you trying to achieve? • What are the expectations? START? • Who is the audience? • What do we want them to do? • What are the obstacles to achieving goals? • What is the timeline for achievement of goals? • What is the budget? • Who are the internal stakeholders? • What are the approval processes?©Copyright Hanson Dodge Creative. All Rights Reserved. 11

HDC / Making the world more active. • Boost enrollment WHERE TO • Emergency notiﬁcation START? • Broadcast events, increase attendance • Student/faculty connectivity • Produce and distribute content • Create a dialog • Online office hours • Increase donor engagement • Alumni relations • Cross-departmental communications©Copyright Hanson Dodge Creative. All Rights Reserved. 12

HDC / Making the world more active. LOCATE THE • Where is the target audience hanging AUDIENCE out online? • What are they doing there? • What are they looking for? • How are they interacting? • What are they saying? +/-©Copyright Hanson Dodge Creative. All Rights Reserved. 15

HDC / Making the world more active. • How do they rank in search engine results?ASSESSCOMPETITION • Where else do they show up — 3rd party media? • What are they doing online? • Have they made mistakes? • What are they NOT doing? • What is being said about them? • Are they creating content? • How good is their UX?©Copyright Hanson Dodge Creative. All Rights Reserved. 16

HDC / Making the world more active. ASSESS • SEO position? YOURSELF • Are you ﬁndable? • Is your site user-friendly? • Is your site mobile-friendly? Should it be? • E-commerce considerations • Are you mentioned in social media? • Is your website social or shareable? • Is the UX consistent with your brand?©Copyright Hanson Dodge Creative. All Rights Reserved. 19

HDC / Making the world more active. • Google: Analytics, Alerts, Search RESEARCH • Industry organization sites, forums, TOOLS discussion boards • Secondary research studies • YouTube • Twitter • Facebook • LinkedIn • Scribd, Slideshare • Company websites • Site rankings: Technorati, Quantcast, Alexa©Copyright Hanson Dodge Creative. All Rights Reserved. 20

HDC / Making the world more active. SPECIALIZED • Sentiment analysis RESEARCH • Quality of comments TOOLS • Industry key word frequency • Relative prominence/presence • Relative inﬂuence of community©Copyright Hanson Dodge Creative. All Rights Reserved. 21

HDC / Making the world more active. • What did you learn? ANALYZE • Where are the best opportunities? YOUR FINDINGS • What are the limitations? • What information is the audience seeking? • What can you offer to ﬁll their needs? • What are the best platforms through which to do so? • Are there any existing gathering places online?©Copyright Hanson Dodge Creative. All Rights Reserved. 23

HDC / Making the world more active. Enrollment >> Drive toward application locations ANALYZE • • Awareness >> Drive toward content STRATEGIES • Relationship >> Drive toward community hub BEHIND • Referral >> Drive toward sharing of information GOALS • Lead generation >> Drive toward information capture • Research >> Drive toward opinion-gathering • SEO >> Drive toward key word usage, linkage, volume • Foot traffic >> Drive toward location- based incentives • Fundraising >> Leverage alumni connectivity, donor sites, events©Copyright Hanson Dodge Creative. All Rights Reserved. 24

HDC / Making the world more active. • Driveonline traffic to key online destination(s) COMMON • Produce content that ﬁlls audience need: STRATEGIES – Educate? – Entertain? – Alignment with inﬂuencers? • Build/optimize online properties for search engine results, content sharing and engagement • Cultivate and grow online community • Drive commentary/sharing on platforms (e.g., Facebook Likes, blog comments, ReTweets, etc.) • UGC©Copyright Hanson Dodge Creative. All Rights Reserved. 25

HDC / Making the world more active. • Conversion is the name of the game:CONVERSION • Produce content that ﬁlls audience need: – Targets into audience members – Audience members into participants – Participants into customers – Students/alums into ambassadors – Inﬂuencers into evangelists • TRAFFIC into ACTION©Copyright Hanson Dodge Creative. All Rights Reserved. 26

HDC / Making the world more active. • Gather support • Build guidelines for use across campus • Enable implementation by all departments/ colleges across university. ROLL IT OUT©Copyright Hanson Dodge Creative. All Rights Reserved. 28

HDC / Making the world more active. – Clicks – Likes – Posts – Shares WHAT CAN – Views YOU – Comments MEASURE? – Tweets – Retweets – Fans – Engagement – Growth – Klout – +1s – Uploads – Downloads – BUT WHY?!©Copyright Hanson Dodge Creative. All Rights Reserved. 31

HDC / Making the world more active. • Drive traffic to X site. WHAT TO – So did you? MEASURE? – From where? – At what rate? Compared to before? – How long did they stay? – How many pages did they view? – E-commerce outcome? – New visitors vs. returning visitors? – Etc.©Copyright Hanson Dodge Creative. All Rights Reserved. 33

HDC / Making the world more active. • Increase brand awareness. WHAT TO – How to measure? MEASURE? – Pass along rate – Comments, engagement of content – Video views, shares – Comparison to baseline awareness levels (if available) – Product content consumption©Copyright Hanson Dodge Creative. All Rights Reserved. 34

HDC / Making the world more active. MEASUREMENT • Free: TOOLS – Google Analytics, Google Alerts – Hootsuite – Facebook Insights • Subscription: –Jive –Radian 6 –Alterian –Many others©Copyright Hanson Dodge Creative. All Rights Reserved. 35

HDC / Making the world more active. • What is the baseline? SETTING • What is a reasonable delta? TARGETS • What is your budget? – Cost per enrollment? – Cost per lead? • What is the timeline?©Copyright Hanson Dodge Creative. All Rights Reserved. 36

HDC / Making the world more active. • Do you have the budget to take on headcount?HOW MUCH? • Do you have the budget to hire an agency? • 30-60 minutes per day MINIMUM for engagement and community growth • Everything depends on: - Goals - Timelines - Strategy - Number of platforms leveraged - Content strategy - Resources available - Size of community©Copyright Hanson Dodge Creative. All Rights Reserved. 38

HDC / Making the world more active. 10% 10% 10% WHAT? 30% 40% Strategic planning Content planning Content creation Community management Customization/evolution©Copyright Hanson Dodge Creative. All Rights Reserved. 39

HDC / Making the world more active. • Demeanor - Sense of humor - Customer-service oriented - Relationship builder WHO? • Skills - Strategic thinking - Project management - Strong communicator - Accurate writer - Storyteller • Experience - Photography - Videography - Journalism - Editing, production©Copyright Hanson Dodge Creative. All Rights Reserved. 40

HDC / Making the world more active. • Assess organizational readinessCONCLUSIONS • Set goals based on realities • Do your research • Deﬁning strategies to achieve goals • Execute with focus in support of strategies • Measure and report against your goals • Hire the right people to get it done©Copyright Hanson Dodge Creative. All Rights Reserved. 42

HDC / Making the world more active. Sara Meaney Hanson Dodge Creative President, Strategy & Growth March 6, 2012 smeaney@hansondodge.com hansondodge.com©Copyright Hanson Dodge Creative. All Rights Reserved. 44

HDC / Making the world more active. MAKING THE WORLD MORE ACTIVE. ™ Hanson Dodge Creative is relentless about pushing the boundaries of engagement to deliver integrated solutions that work.©Copyright Hanson Dodge Creative. All Rights Reserved.

Building and Staffing a Social Media Program

by Hanson Dodge Creative

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