Social media strategy

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The difference between strategy and tactics and the benefits of having a strategy. Also, how to create a strategy framework and a content calendar.

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Social media strategy

  1. 1. Social Media StrategyStephanie HatchSocial Media and Email Marketing SpecialistMIT Communication Production Services25 September 2012Twitter @hatchstephEmail hatch_s@mit.edu Communication Production Services
  2. 2. ObjectivesAt the end of this hour you will know: • the difference between strategy and tactics • the benefits of having a strategy • how to build a strategy framework • how to use a content calendar Communication Production Services
  3. 3. Strategy vs. tactics•Strategy = the big picture (the forest)•Tactics = actions (the trees) Tactics should fit into an overall strategy (a few trees here and there don’t necessarily make up a forest). Communication Production Services
  4. 4. Tactics•Tweeting at the best time of day for your audience•Posting videos under 1 minute to increase views•Embedding an actual Twitter feed on your web site vs. just a Twitter button (or vice versa)•Posting a controversial question every Tuesday morning•Holding a regular industry Twitter chat once per month Communication Production Services
  5. 5. Strategy•What is your mission/purpose/vision?•How do your current communications reflect your department’s purpose? Your purpose is not to gain 10,000 Facebook followers. Communication Production Services
  6. 6. Benefits of having a social media strategy • Improved efficiency and effectiveness (save time and energy) • Reach goals (priority-focused actions) Communication Production Services
  7. 7. DefinitionsPriorities = The focus of your effortsObjectives = Actionable or measurable approachesKey audiences = The people you’re trying to reachInfluencers = Individuals or groups who already reachyour key audience; influencers are your allies Communication Production Services
  8. 8. Strategy framework Communication Production Services
  9. 9. What are my priorities? Case studyPriorities:• Students are emotionally & mentally healthy (more self-confidence, fewer drop-outs and suicides)• When not healthy, students ask for/receive helpObjectives:• Promote a culture that destigmatizes asking for help and normalizes the idea of failure• Encourage parents to put less overbearing pressure on students• Increase awareness for the program Communication Production Services
  10. 10. Audience and influencersAudience:• Freshmen (1st year)• Undergraduates (all years)• Graduate students• Students who have not used the program before Communication Production Services
  11. 11. Audience and influencersAudience:• Freshmen (1st year)• Undergraduates (all years)• Graduate students• Students who have not used the program beforeInfluencers:• Professors, TAs, parents• Student ambassadors, RAs (post in MIT Facebook group and on profiles, share links, etc.• Students who have used the program before Communication Production Services
  12. 12. Strategy implementation• Listen/monitor/observe• Content creation: consistency and frequency• Experimentation, A/B testing, tracking and reporting Communication Production Services
  13. 13. Listen/monitor/observe Most likes (notice they all use photos)
  14. 14. Listen/monitor/observe Most likes
  15. 15. Most shares (appeals to abroader-than-MIT audience)
  16. 16. Strategy implementation• Listen/monitor/observe• Content creation: consistency and frequency• Experimentation, A/B testing, tracking and reporting• ...and always more images Communication Production Services
  17. 17. Content calendar Communication Production Services
  18. 18. Content calendar • Should be content types, not specific pieces of content. • Be consistent. – No droughts, no floods. – Assign a day to each content type. – Don’t create content every day: schedule posts with an online tool. Su M T W Th F Sa Link to relevant article Share a related post Tweet a science (schedule Sa/Su with a question Blog post from another dept’s Twitter chat quote (schedule on posts for the month) (LinkedIn, Facebook) FB page Friday) Press clip - FB/ Link to relevant article Share a related post Connect with an Tweet a science Twitter (schedule on with a question from another dept’s influencer and give quote (schedule on Fri) (LinkedIn, Facebook) FB page them content to post Friday) Link to relevant article Share a related post mp3 clip from an Tweet a science with a question Blog post from another dept’s event this month quote (schedule on (LinkedIn, Facebook) FB page (Soundcloud-Twitter) Friday) Link to relevant article Share a related post Connect with an Tweet a science with a question from another dept’s influencer and give quote (schedule on (LinkedIn, Facebook) FB page them content to post Friday)Ongoing: reply to mentions. Important dates: Oct 11 is MIT flu clinic; Oct 1 SDM event “Managing for Profit” Communication Production Services
  19. 19. Strategy implementation• Listen/monitor/observe• Content creation: consistency and frequency• Experimentation, A/B testing, tracking and reporting Communication Production Services
  20. 20. < First link: 19 clicksThird link: 11 clicks
  21. 21. A/B test:Week A (not shown here): post question as text.Week B (shown here): post question as an image. Communication Production Services
  22. 22. Why I use images• Visuals are processed in the brain tens of thousands timesfaster than text.• Many people respond better to an image than to text.• At one point Pinterest generated more traffic for businesses than Google+, YouTube, and LinkedIn combined.• Publishers who use infographics grow in traffic more than those who do not. Communication Production Services
  23. 23. Announcement as an image Communication Production Services
  24. 24. Back to our case study: priorities/objectivesPriorities:• Students are emotionally and mentally healthy (more self-confidence, fewer drop-outs and suicides)• When not healthy, students ask for help/get helpObjectives:• Promote a culture that destigmatizes asking for help and normalizes the idea of failure• Get parents to put less overbearing pressure on students• Increase awareness for the program Communication Production Services
  25. 25. Back to our case study: platforms/tacticsPlatforms:• FacebookContent/Tactics:• Image-based• Humorous• Informative Communication Production Services
  26. 26. Content types• Sensational (entertainment, humor, inspiration, beauty)• Educative (informational, useful, instructive, interesting)• Recognitory (appreciation, connection, social rewarding) Communication Production Services
  27. 27. Activity types• Broadcast (one-way)• Engage (interactivity) user-• User-generated (their activity) generated activity eng ageStrike a balance. Dept. ca st broad influencer Communication Production Services
  28. 28. Today’s takeawaysNow you know: • the difference between strategy and tactics • the benefits of having a strategy • how to build a strategy framework • how to use a content calendar Communication Production Services
  29. 29. ContactFind me at MIT: Find MIT:hatch_s@mit.edu Instagram: MITpicsBlog: connect.mit.edu/blog Twitter: @MITnews @MITevents Facebook.com/MITnewsMore about me: Storify.com/MITTwitter: @hatchstephLinkedIn.com/in/stephaniehatchInstagram: stephaniehatchSlideshare.com/hatchsteph Communication Production Services

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