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King content : A social media audit
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King content : A social media audit

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We have taken 10 Facebook pages of Canadian institutions, tracked their average posts per day, their users’ interactions, categorized the posts and then put a mesure of effectiveness on each of......

We have taken 10 Facebook pages of Canadian institutions, tracked their average posts per day, their users’ interactions, categorized the posts and then put a mesure of effectiveness on each of them. We all have to post those news releases that have zero interactions, but what can we do outside of those to boost our effectiveness? Having a baseline knowledge of Facebook’s edge ranking will start you off on the right foot for this presentation.

We explore the differences in ROI from uploading pictures, to videos, to photos or links – what will be the most effective way in which you can foster a link between your Likers, Friends and Followers. From guiding creation of user generated content to building your content capacity, you will leave this presentation with a strong sense of next steps.

Among other things, JP Rains is the resident social media person at Laurentian University. Last year, JP presented Risk Management on Facebook at the #pseweb conference. You can find him on Twitter and Facebook. Patrick Smoke also contributed to this presentation.

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  • 65 photos qualified for chances 501 Likes on those photos566 chances total chances to win

Transcript

  • 1. King Content: A Social Media audit
    @JPLaurentian
    1
  • 2. @JPLaurentian
    The Facebook guy at Laurentian University
    Last year presented “Risk Management in Social Media”
    Education: Business of Sports Marketing, MBA student
    Consultant in higher ed, politics and sport
    #pseweb
    2
    @jplaurentian #pseweb
  • 3. 3
    What is Content?
  • 4. What is Content?
    4
    Awesome.
    @jplaurentian #pseweb
  • 5. Why is it important?
    Mental Brand Inventory
    Pre-existing relationship with brand
    Past connections dictate future connections
    @tsandsaid more than just thanks, he instagram-ed it.
    5
    @jplaurentian #pseweb
  • 6. Why is it important?
    Twitter Lists
    Klout score
    FacebookEdgeRank and EdgeRank checker
    #pseweb: “You may have 10K likers, but only 2K impressions.”
    6
    @jplaurentian #pseweb
  • 7. Stop. Collaborate and Listen
    Vanilla Ice
    7
    @jplaurentian #pseweb
  • 8. What content is important?
    Listening on Twitter
    Search for your keyword (and interact with them!)
    Follow the experts ei: @UnMarketing
    Build lists!
    of your students (keep them private)
    of your institutional channels
    of your media outlets
    8
    @jplaurentian #pseweb
  • 9. What content is important?
    Listening on Facebook
    Follow many other :
    institution pages
    social brands
    social media news
    students
    9
    @jplaurentian #pseweb
  • 10. Find out what your competition is doing, and do it better.
    - Mad Men
    Rains Media
    10
  • 11. Facebook Analysis
    Selected 10 schools
    SFU, Queen’s, Dalhousie, Western, UofA, UBC, Acadia, Brock, Humber, Georgian
    Tracked
    Facebook Posts in last 30 days
    Media Type (Link, Status, Photos, Photo Album, Videos)
    Interactions (Likes and Comments)
    Total Fans
    Time of post
    11
    @jplaurentian #pseweb
  • 12. Measured Metrics
    12
    @jplaurentian #pseweb
  • 13. Analysis of Results
    13
    @jplaurentian #pseweb
  • 14. Weaknesses
    Doesn’t take into account clicks
    EI: Media Consumption
    May not weigh like to comment ratio properly
    Existing relationship with followers isn’t measurable
    Little is known about the EdgeRankalogorithm and the effect of multiple posts
    14
    @jplaurentian #pseweb
  • 15. Results
    Most Effective page for interactions
    Queen’s University
    Followed by a tight race between: Dalhousie, SFU, UofA
    Most effective post
    Most interactions
    Humber College with 669 over 38 posts and 13,546 likes
    Most comments: 200, 2nd place 56
    Largely from Picture Contest (37) and Study Question (62)
    15
    @jplaurentian #pseweb
  • 16. Results – Interactions per post
    16
    Rains Media
  • 17. Content on Facebook
    Status
    Most simple and most effective, when done right
    “Good luck on exams” 4 posts for 145 Likes and 10 comments
    Links
    Included in 55% of all posts. But only 25% of Queen’s and Humber posts.
    Photos
    6 posts included photos received 63 likes
    3 photo album posts received 109 likes and 13 comments
    In addition to all of the media consumption
    3 times more engaging than the average post
    17
    @jplaurentian #pseweb
  • 18. Content on Facebook
    Videos
    Very high clickthrough rates when original
    243 interactions over 15 posts
    2 times more engaging than the average post
    The Average Post
    Had 7.7 interactions
    Was sent to 7,392 likers (0.1% Feedback)
    3% included photos
    5% included videos
    #pseweb: Don’t you wish fb pages had a birthday?
    18
    @jplaurentian #pseweb
  • 19. Density of Posting Times
    19
    @jplaurentian #pseweb
  • 20. Using the right tools
    From the crowd source toolbox.
    20
    @jplaurentian #pseweb
  • 21. The crowd source toolbox
    Facebook Analytics
    Demographic data
    Form content strategy (and initiatives) from demographics
    21
    @jplaurentian #pseweb
  • 22. The crowd source toolbox
    Online Media monitoring
    www.icerocket.com via @Markgr
    22
    @jplaurentian #pseweb
  • 23. The crowd source toolbox
    Human capital
    Leverage students, for free if needed
    York University
    Maximizing student potential, fishing where the fish are
    Laurentian University blogs
    Leverage existing sponsorships
    23
    @jplaurentian #pseweb
  • 24. The crowd source toolbox
    Photo Upload Contest
    Results from contest
    Authentic and Incentivized
    24
    @jplaurentian #pseweb
  • 25. The crowd source toolbox
    Creating a content calendar
    Map out posts per week ratio for each channel
    Allow flexibility with posts that are not time sensitive
    Create text for updates ahead of time
    25
    Rains Media
  • 26. Likers are Goldilocks
    They are unique and they should be treated that way
    26
    @jplaurentian #pseweb
  • 27. Recap - What is Content?
    27
    Awesome.
    @jplaurentian #pseweb
  • 28. Timely - memes
    28
    @jplaurentian #pseweb
  • 29. Authentic
    29
    @jplaurentian #pseweb
  • 30. Closing thoughts
    Increasingly ruthless in what we post
    Mobile users will dominate social media altogether
    Likers will become Goldilocks 2.0
    Measuring social media ROI
    30
    Rains Media
  • 31. Contact me!
    http://twitter.com/jplaurentian
    http://ca.linkedin.com/in/jprains
    http://facebook.com/jplaurentian
    jp@jprains.com
    31
    Rains Media