Building and Staffing a Social Media Program
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Building and Staffing a Social Media Program

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Sara Meaney, Hanson Dodge Creative (HDC) president of strategy and growth, delivered this talk at the 2012 Communications Conference of American Association of State Colleges and Universities (AASCU) ...

Sara Meaney, Hanson Dodge Creative (HDC) president of strategy and growth, delivered this talk at the 2012 Communications Conference of American Association of State Colleges and Universities (AASCU) in March of 2012.

She discussed how to create a social media program and how to sustain and nurture it. This is a great deck to go through if you are beginning to develop a social media strategy for your business or client.

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Building and Staffing a Social Media Program Building and Staffing a Social Media Program Presentation Transcript

  • HDC / Making the world more active. Building and Staffing a Social Media Program©Copyright Hanson Dodge Creative. All Rights Reserved. 1
  • 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. READINESS ASSESSMENT©Copyright Hanson Dodge Creative. All Rights Reserved. 3
  • HDC / Making the world more active.COMMUNICATIONSDARWINISM?©Copyright Hanson Dodge Creative. All Rights Reserved. 4
  • 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. GROWING USAGE©Copyright Hanson Dodge Creative. All Rights Reserved. 6
  • HDC / Making the world more active. GROWING USAGE©Copyright Hanson Dodge Creative. All Rights Reserved. 7
  • HDC / Making the world more active. DOING SOCIAL VS. BEING SOCIAL©Copyright Hanson Dodge Creative. All Rights Reserved. 8
  • HDC / Making the world more active. SETTING GOALS©Copyright Hanson Dodge Creative. All Rights Reserved. 9
  • HDC / Making the world more active. BENEFITS©Copyright Hanson Dodge Creative. All Rights Reserved. 10
  • 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. SOCIAL SPANS THE ENTIRE UNIVERSITY • Goals will differ • Brand voice should not©Copyright Hanson Dodge Creative. All Rights Reserved. 13
  • HDC / Making the world more active. RESEARCH©Copyright Hanson Dodge Creative. All Rights Reserved. 14
  • 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. USER EXPERIENCE: B2C©Copyright Hanson Dodge Creative. All Rights Reserved. 17
  • HDC / Making the world more active. UX: MOBILE EXPERIENCE©Copyright Hanson Dodge Creative. All Rights Reserved. 18
  • 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. DEFINING STRATEGIES©Copyright Hanson Dodge Creative. All Rights Reserved. 22
  • 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. TACTICAL EXECUTION©Copyright Hanson Dodge Creative. All Rights Reserved. 27
  • 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. INTEGRATE TO OPTIMIZE©Copyright Hanson Dodge Creative. All Rights Reserved. 29
  • HDC / Making the world more active. MEASUREMENT AND REPORTING©Copyright Hanson Dodge Creative. All Rights Reserved. 30
  • 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. WHAT IS SUCCESS?©Copyright Hanson Dodge Creative. All Rights Reserved. 32
  • 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. STAFFING©Copyright Hanson Dodge Creative. All Rights Reserved. 37
  • 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. CONCLUSIONS©Copyright Hanson Dodge Creative. All Rights Reserved. 41
  • 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. THANK YOU©Copyright Hanson Dodge Creative. All Rights Reserved. 43
  • 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.