The Increasing Importance of Content & Strategy in Social Media

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NEAFCS Members-Only Professional Development Webinar. Presented March 20th, 2014

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The Increasing Importance of Content & Strategy in Social Media

  1. 1. The Increasing Importance of Content & Strategy: lessons learned from two social media campaigns NEAFCS Webinar / March 20th, 2014 Jamie Seger, Ohio State University Extension FCS Educator and Ed Tech Specialist
  2. 2. BACK CHANNEL READY @techie_jamie http://u.osu.edu/ extensionedtech
  3. 3. THERE ARE MANY CHANNELS COMPETING FOR ATTENTION
  4. 4. THERE ARE MANY CHANNELS COMPETING FOR ATTENTION
  5. 5. AUDIENCE IS ALSO CONNECTED TO EACH OTHER
  6. 6. AUDIENCE IS ALSO CONNECTED TO EACH OTHER
  7. 7. Topics: - Social Media Campaign Examples - Impact & Key Takeaways - Social Media Strategy
  8. 8. SOCIAL MEDIA CAMPAIGN EXAMPLES
  9. 9. CAMPAIGN COMPONENTS • Literature Review • Social Media Toolkit • Campaign Timeline • Posting Schedule (Calendar) • Evaluation Plan • Marketing/Recruitment E-Mails & Materials to FCS Professionals • Campaign Promo YouTube Video • Press Release • Basecamp Project Site • Facebook Group Page
  10. 10. Even though we reached people in all corners of the globe, there was still a significant local impact.
  11. 11. Key BTK Takeaways
  12. 12. Lay your groundwork with followers ahead of time.
  13. 13. Know your audience.
  14. 14. Facebook fan pages should fill a niche or interest area.
  15. 15. Mind the calendar and clock.
  16. 16. EXPERIMENT WITH CONTRA-COMPETITIVE TIMING Source: Zarrella, “The Science of Marketing”
  17. 17. Use multiple page administrators.
  18. 18. Don’t take yourself too seriously.
  19. 19. Be visual and interactive.
  20. 20. Be strategic – post with your desired results in mind.
  21. 21. Keep campaigns short.
  22. 22. Research Question: • Will the implementation of a campus- wide social media campaign increase student awareness of the importance of consuming the recommended amount of dairy products and which campaign components will be the most effective at doing so?
  23. 23. Marketing: Posters & Flyers Placed in dorm buildings, Rec Center, and campus buildings
  24. 24. CAMPAIGN EVENTS
  25. 25. SOCIAL MEDIA
  26. 26. DAIRY CAMPAIGN STUDENT SURVEY
  27. 27. 0 10 20 30 40 How did you hear about the campaign?
  28. 28. 60% 52% 47% 0% 10% 20% 30% 40% 50% 60% 70% Promo Items Posters & Flyers Events Top 3 Most Influential Campaign Tools *Facebook = 27%
  29. 29. 0 5 10 15 20 25 30 35 40 45 50 More aware of the importance of eating and drinking dairy. More likely to include dairy into daily eating habits. Awareness of milk vending machines increased. Strongly Agree or Agree Neutral Disagree or Strongly Disagree Gauging Awareness…
  30. 30. What could be added to future campaigns?
  31. 31. SOCIAL MEDIA STRATEGY
  32. 32. http://go.osu.edu/smstrategyform
  33. 33. Who is my audience? What do they care about?
  34. 34. What does Extension want me to talk about?
  35. 35. • University Discovery Themes • Extension Signature Programs • College Priority areas • Water Quality • Shale Energy • Food Security Prime Social Media Content Audience Needs Organization Priorities • Canning Food • Food • Lawn Care • Gardening • Family Finances • Negotiating Leases • Nutrition • Mommies • The bug eating my tomatoes
  36. 36. What is/are my Objective(s)? • Change behavior • Take action • Raise awareness • Give money
  37. 37. What sharable content can I create? What is my content “Hub?” • Blog • Video • Photos • Web Sites • “Content Curators”
  38. 38. What social networks does my audience use?
  39. 39. PEW RESEARCH CENTER http://go.osu.edu/pewsmdemo
  40. 40. For more information: https://u.osu.edu/extensionedtech
  41. 41. QUESTIONS? seger.23@osu.edu @techie_jamie slideshare.com/jamieseger u.osu.edu/extensionedtech u.osu.edu/jamieseger

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