The Scroll....Elements of a Great Institutional Social Media Strategy
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The Scroll....Elements of a Great Institutional Social Media Strategy Presentation Transcript

  • 1. …Elements of a Great Institutional Social Media Strategy Jessica Krywosa (@jesskry) Director of Interactive Content Strategy
  • 2. hamilton.edu/thescroll
  • 3. What are the elements of a great (institutional/brand) social media strategy?
  • 4. Research
  • 5. The Basics
  • 6. The Basics •  What is “The Problem”?
  • 7. The Basics •  What is “The Problem”? •  Who is the audience?
  • 8. The Basics •  What is “The Problem”? •  Who is the audience? •  Trying to communicate?
  • 9. The Basics •  What is “The Problem”? •  Who is the audience? •  Trying to communicate? •  Success looks like?
  • 10. Advanced
  • 11. Advanced •  Current preferences?
  • 12. Advanced •  Current preferences? •  Already communicate?
  • 13. Advanced •  Current preferences? •  Already communicate? •  Call to action?
  • 14. Advanced •  Current preferences? •  Already communicate? •  Call to action? •  Competition?
  • 15. Advanced •  Current preferences? •  Already communicate? •  Call to action? •  Competition? •  New tools?
  • 16. @Hamilton
  • 17. @Hamilton
  • 18. @Hamilton
  • 19. @Hamilton
  • 20. Buy In
  • 21. Educate & Support
  • 22. Educate & Support •  Teach strategy
  • 23. Educate & Support •  Teach strategy •  Support their projects
  • 24. Educate & Support •  Teach strategy •  Support their projects •  Top down/bottom up
  • 25. Educate & Support •  Teach strategy •  Support their projects •  Top down/bottom up •  High tides lift all boats
  • 26. @Hamilton
  • 27. Ability to Implement
  • 28. Staff/Culture
  • 29. Staff/Culture •  Time commitments
  • 30. Staff/Culture •  Time commitments •  Who has control?
  • 31. Staff/Culture •  Time commitments •  Who has control? •  Technical issues
  • 32. @Hamilton
  • 33. Which best describes your social media staff? A. One full time position B. “Additional duties as assigned” C. A student/students D. Other
  • 34. Branding (campaign) Focused
  • 35. Brand Support
  • 36. Brand Support •  No one voice outshines
  • 37. Brand Support •  No one voice outshines •  Watch the ‘one offs’
  • 38. Brand Support •  No one voice outshines •  Watch the ‘one offs’ •  Everything supports
  • 39. Brand Support •  No one voice outshines •  Watch the ‘one offs’ •  Everything supports •  Brand, business & outcomes
  • 40. @Hamilton
  • 41. @Hamilton
  • 42. Authentic
  • 43. Be Real
  • 44. Be Real •  No gimmicks!
  • 45. Be Real •  No gimmicks! •  Low barrier to entry
  • 46. Be Real •  No gimmicks! •  Low barrier to entry •  The good & the bad
  • 47. Be Real •  No gimmicks! •  Low barrier to entry •  The good & the bad •  Timeliness is crucial
  • 48. @Hamilton
  • 49. @Hamilton
  • 50. @Hamilton
  • 51. Q&A Break
  • 52. Integrated
  • 53. All of The Things
  • 54. All of The Things •  Easy to find/join
  • 55. All of The Things •  Easy to find/join •  Meaningful uses
  • 56. All of The Things •  Easy to find/join •  Meaningful uses •  Coord. conversations
  • 57. All of The Things •  Easy to find/join •  Meaningful uses •  Coord. conversations •  Incorporate into other areas
  • 58. @Hamilton
  • 59. @Hamilton
  • 60. @Hamilton
  • 61. Collaborative
  • 62. Shared Creation
  • 63. Shared Creation •  Audience ideas
  • 64. Shared Creation •  Audience ideas •  Continued education
  • 65. Shared Creation •  Audience ideas •  Continued education •  Policy vs. guidelines
  • 66. @Hamilton
  • 67. @Hamilton
  • 68. @Hamilton
  • 69. Measured
  • 70. Defined Goals
  • 71. Defined Goals •  Vanity metrics
  • 72. Defined Goals •  Vanity metrics
  • 73. Defined Goals •  Vanity metrics •  Positive sentiment
  • 74. Defined Goals •  Vanity metrics •  Positive sentiment •  Visibility
  • 75. Defined Goals •  Vanity metrics •  Positive sentiment •  Visibility •  Comm via social
  • 76. Defined Goals •  Vanity metrics •  Positive sentiment •  Visibility •  Comm via social •  Completed goals
  • 77. @Hamilton
  • 78. Q&A For More: hamilton.edu/thescroll #GetScrolled @jesskry