social best practices

Tuesday, February 11, 14
email

email open rates

Tuesday, February 11, 14
email

email open rates
2002: 37.3%

Tuesday, February 11, 14

paid
email

email open rates
2002: 37.3%
2009: 26%

Tuesday, February 11, 14

paid
email

email open rates
2002: 37.3%
2009: 26%
2011: 17%

Tuesday, February 11, 14

paid
email

email open rates

2014?
Tuesday, February 11, 14
email

gmail email tabs

Tuesday, February 11, 14
email

there are seasonal
trends in email. Heck,
there are hourly
trends in email.

Tuesday, February 11, 14
banner ads

banner ad click-thru rates
mid 90’s = 3.0%

Tuesday, February 11, 14

paid
banner ads

banner ad click-thru rates
mid 90’s = 3.0%
early 2000s = 0.5%

Tuesday, February 11, 14

paid
banner ads

banner ad click-thru rates
mid 90’s = 3.0%
early 2000s = 0.5%
2010 = 0.1%

Tuesday, February 11, 14

paid
adwords
cost-per-click demand of google

going down
15% y.o.y.
Tuesday, February 11, 14

paid
social media content =
seen by more
of your targets
than most
other medium

Tuesday, February 11, 14

at frequency
much hi...
how social should look

Tuesday, February 11, 14
how social should look

owned

Tuesday, February 11, 14
how social should look

owned
earned
paid
Tuesday, February 11, 14
how social should look

owned
earned
project strategy

Tuesday, February 11, 14
how social should look

owned
earned
integrated
project strategy

paid
Tuesday, February 11, 14
owned

Tuesday, February 11, 14
owned
cultivation
engagement
conversation facilitation

Tuesday, February 11, 14
owned

Tuesday, February 11, 14
owned
cultivation
engagement
conversation facilitation
custom content
repurposing web/project content
Tuesday, February 11...
owned : custom

Tuesday, February 11, 14
owned : custom

Tuesday, February 11, 14
content calendar

Tuesday, February 11, 14
Tuesday, February 11, 14
owned : brand journalism

Tuesday, February 11, 14
owned : brand journalism

Tuesday, February 11, 14
owned : brand journalism

Tuesday, February 11, 14
owned : time sensitive

Tuesday, February 11, 14
owned : non-time sensitive

Tuesday, February 11, 14
earned

earned

Tuesday, February 11, 14
earned
ongoing pursuit of earned media

Tuesday, February 11, 14
earned
ongoing pursuit of earned media
standard vs. new

Tuesday, February 11, 14
earned
ongoing pursuit of earned media

active content creation

Tuesday, February 11, 14
earned

Tuesday, February 11, 14
project strategy

integrated
project strategy

Tuesday, February 11, 14
flat rammy

Tuesday, February 11, 14
flat rammy

Tuesday, February 11, 14
flat rammy

Tuesday, February 11, 14
Tuesday, February 11, 14
paid : the double standard

paid
Tuesday, February 11, 14
paid : the double standard

marketers are happy to pay
X dollars for postage to ensure
prospectives see direct mail pieces...
paid : the double standard

marketers are happy to pay
X dollars for postage to ensure
prospectives see direct mail pieces...
paid : the double standard

why should it be any
different for social?
Tuesday, February 11, 14
paid : the double standard

social advertising &
people freely tell the
internet where they
went to school =
Tuesday, Febr...
paid : the double standard

new mailing/email address

Tuesday, February 11, 14
paid : the double standard

Tuesday, February 11, 14
paid : the double standard

Tuesday, February 11, 14
how to plan

Tuesday, February 11, 14
Tuesday, February 11, 14
facebook
facebook: tips

habits
strategy
measurement

tips
Tuesday, February 11, 14
facebook

habits

used to be personal + private

Tuesday, February 11, 14
facebook

habits

used to be personal + private
until the baby boomers showed up

Tuesday, February 11, 14
facebook

habits

used to be personal + private
until the baby boomers showed up
and now brands are starting to arrive

Tu...
facebook

habits
78% of daily US users
use it on their phone

Tuesday, February 11, 14
facebook

habits

73% of 12 to 17 yrolds in the US use
Facebook.

Tuesday, February 11, 14
facebook

habits

64% of that
base use it
daily.

Tuesday, February 11, 14
facebook

habits
50+% of college
students look at it
first thing in the
morning

Tuesday, February 11, 14
facebook

habits

the way in which
marketers use Facebook
(i.e) looking at their
timeline page….
Tuesday, February 11, 14
facebook

habits

…is not the same
way their target
audience uses it.
Tuesday, February 11, 14
facebook

habits

https://www.facebook.com/suffolkuniversity?ref=hl

Tuesday, February 11, 14
facebook

strategy

strategy

Tuesday, February 11, 14
facebook

content

•High visibility universitywide events
•Prestigious + notable + niche
speakers or events
•Spur of the m...
facebook

content

•Student+Campus+Boston
visuals + Stories
•Student/faculty/staff success
stories
•School + Suffolk relat...
facebook

content

Relatable
Inspiring
Funny
Pride-building
YOU

Novel.

Tuesday, February 11, 14
facebook

Relatable
Inspiring
Funny
Pride-building
YOU

Novel.

Tuesday, February 11, 14

content

photo
video
concise
wri...
facebook

content

Time of day
frequency
mix of medium

Tuesday, February 11, 14
facebook

content

Time of day
frequency
mix of medium
content calendar
Tuesday, February 11, 14
tips
tips

facebook
facebook: tips
link issues

sizing
scheduling

Tuesday, February 11, 14
facebook
facebook: tips

Tuesday, February 11, 14

link issues
facebook
facebook: tips

Tuesday, February 11, 14

link issues
facebook
facebook: tips

Tuesday, February 11, 14

link issues
facebook
facebook: tips

Tuesday, February 11, 14

link issues
facebook
facebook: tips

Tuesday, February 11, 14

sizing
facebook
facebook: tips

Tuesday, February 11, 14

scheduling
facebook
facebook: tips

Tuesday, February 11, 14

measurement
Tuesday, February 11, 14
facebook
facebook: tips

habits
strategy
measurement

tips
Tuesday, February 11, 14
facebook
facebook: tips

habits

twitter is used as a search enginge
2.1 billion searches a day

very likely to follow bra...
facebook
facebook: tips

habits

twitter is used as a search enginge
2.1 billion searches a day
% of users that don't twee...
facebook
facebook: tips

habits

twitter is used as a search enginge
2.1 billion searches a day
% of users that don't twee...
facebook
facebook: tips

Tuesday, February 11, 14

habits
facebook
facebook: tips

habits

twitter is:
more personal + private

Tuesday, February 11, 14
facebook
facebook: tips

habits

twitter is:
more personal + private
1 v 1 converastion happening

Tuesday, February 11, 1...
facebook
facebook: tips

habits

twitter is:
more personal + private
1 v 1 converastion happening
ephemeral/fleeting

Tues...
facebook
facebook: tips

strategy

Tuesday, February 11, 14
facebook
facebook: tips

content

•High visibility universitywide events
•Prestigious + notable + niche
speakers or events...
facebook
facebook: tips

content

•Student+Campus+Boston
visuals + Stories
•Student/faculty/staff success
stories
•School ...
facebook
facebook: tips

content

Relatable
Inspiring
Funny
Pride-building
YOU

Novel.

Tuesday, February 11, 14
facebook
facebook: tips

Relatable
Inspiring
Funny
Pride-building
YOU

Novel.

Tuesday, February 11, 14

content
relations...
facebook
facebook: tips

Tuesday, February 11, 14

measurement
facebook
facebook: tips
link issues

sizing
scheduling

Tuesday, February 11, 14
facebook
facebook: tips

Tuesday, February 11, 14

link issues
facebook
facebook: tips

Tuesday, February 11, 14

link issues
facebook
facebook: tips

Tuesday, February 11, 14

sizing
facebook
facebook: tips

Tuesday, February 11, 14

scheduling
Tuesday, February 11, 14
mobile-only users
quality not quantity
they stay inside the app
(you can’t link outside)

Tuesday, February 11, 14
this is where
underclassman
are and the future
classes
Tuesday, February 11, 14
•High visibility universitywide events
•Prestigious + notable + niche
speakers or events
•Spur of the moment viral events/...
•Student+Campus+Boston
visuals + Stories
•Student/faculty/staff success
stories
•School + Suffolk related
questions --> pl...
•Student+Campus+Boston
visuals + Stories
•Student/faculty/staff success
stories
•School + Suffolk related
questions --> pl...
Tuesday, February 11, 14
1 on 1 training
setting goals
measurement
content calendar
training on social programs
Tuesday, February 11, 14
how you can work with OMC

Tuesday, February 11, 14
https://wikis.suffolk.edu/display/SUWC/Social+Media
+Guidelines+and+Best+Practices

Tuesday, February 11, 14
bit.ly/1gm48Cm
Tuesday, February 11, 14
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Social Media Best Practices for Suffolk Staff + Admins

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Social Media Best Practices for Suffolk Staff + Admins

  1. 1. social best practices Tuesday, February 11, 14
  2. 2. email email open rates Tuesday, February 11, 14
  3. 3. email email open rates 2002: 37.3% Tuesday, February 11, 14 paid
  4. 4. email email open rates 2002: 37.3% 2009: 26% Tuesday, February 11, 14 paid
  5. 5. email email open rates 2002: 37.3% 2009: 26% 2011: 17% Tuesday, February 11, 14 paid
  6. 6. email email open rates 2014? Tuesday, February 11, 14
  7. 7. email gmail email tabs Tuesday, February 11, 14
  8. 8. email there are seasonal trends in email. Heck, there are hourly trends in email. Tuesday, February 11, 14
  9. 9. banner ads banner ad click-thru rates mid 90’s = 3.0% Tuesday, February 11, 14 paid
  10. 10. banner ads banner ad click-thru rates mid 90’s = 3.0% early 2000s = 0.5% Tuesday, February 11, 14 paid
  11. 11. banner ads banner ad click-thru rates mid 90’s = 3.0% early 2000s = 0.5% 2010 = 0.1% Tuesday, February 11, 14 paid
  12. 12. adwords cost-per-click demand of google going down 15% y.o.y. Tuesday, February 11, 14 paid
  13. 13. social media content = seen by more of your targets than most other medium Tuesday, February 11, 14 at frequency much higher than most other mediums paid
  14. 14. how social should look Tuesday, February 11, 14
  15. 15. how social should look owned Tuesday, February 11, 14
  16. 16. how social should look owned earned paid Tuesday, February 11, 14
  17. 17. how social should look owned earned project strategy Tuesday, February 11, 14
  18. 18. how social should look owned earned integrated project strategy paid Tuesday, February 11, 14
  19. 19. owned Tuesday, February 11, 14
  20. 20. owned cultivation engagement conversation facilitation Tuesday, February 11, 14
  21. 21. owned Tuesday, February 11, 14
  22. 22. owned cultivation engagement conversation facilitation custom content repurposing web/project content Tuesday, February 11, 14
  23. 23. owned : custom Tuesday, February 11, 14
  24. 24. owned : custom Tuesday, February 11, 14
  25. 25. content calendar Tuesday, February 11, 14
  26. 26. Tuesday, February 11, 14
  27. 27. owned : brand journalism Tuesday, February 11, 14
  28. 28. owned : brand journalism Tuesday, February 11, 14
  29. 29. owned : brand journalism Tuesday, February 11, 14
  30. 30. owned : time sensitive Tuesday, February 11, 14
  31. 31. owned : non-time sensitive Tuesday, February 11, 14
  32. 32. earned earned Tuesday, February 11, 14
  33. 33. earned ongoing pursuit of earned media Tuesday, February 11, 14
  34. 34. earned ongoing pursuit of earned media standard vs. new Tuesday, February 11, 14
  35. 35. earned ongoing pursuit of earned media active content creation Tuesday, February 11, 14
  36. 36. earned Tuesday, February 11, 14
  37. 37. project strategy integrated project strategy Tuesday, February 11, 14
  38. 38. flat rammy Tuesday, February 11, 14
  39. 39. flat rammy Tuesday, February 11, 14
  40. 40. flat rammy Tuesday, February 11, 14
  41. 41. Tuesday, February 11, 14
  42. 42. paid : the double standard paid Tuesday, February 11, 14
  43. 43. paid : the double standard marketers are happy to pay X dollars for postage to ensure prospectives see direct mail pieces. Tuesday, February 11, 14
  44. 44. paid : the double standard marketers are happy to pay X dollars for postage to ensure prospectives see direct mail pieces. & not many people questions this. Tuesday, February 11, 14
  45. 45. paid : the double standard why should it be any different for social? Tuesday, February 11, 14
  46. 46. paid : the double standard social advertising & people freely tell the internet where they went to school = Tuesday, February 11, 14
  47. 47. paid : the double standard new mailing/email address Tuesday, February 11, 14
  48. 48. paid : the double standard Tuesday, February 11, 14
  49. 49. paid : the double standard Tuesday, February 11, 14
  50. 50. how to plan Tuesday, February 11, 14
  51. 51. Tuesday, February 11, 14
  52. 52. facebook facebook: tips habits strategy measurement tips Tuesday, February 11, 14
  53. 53. facebook habits used to be personal + private Tuesday, February 11, 14
  54. 54. facebook habits used to be personal + private until the baby boomers showed up Tuesday, February 11, 14
  55. 55. facebook habits used to be personal + private until the baby boomers showed up and now brands are starting to arrive Tuesday, February 11, 14
  56. 56. facebook habits 78% of daily US users use it on their phone Tuesday, February 11, 14
  57. 57. facebook habits 73% of 12 to 17 yrolds in the US use Facebook. Tuesday, February 11, 14
  58. 58. facebook habits 64% of that base use it daily. Tuesday, February 11, 14
  59. 59. facebook habits 50+% of college students look at it first thing in the morning Tuesday, February 11, 14
  60. 60. facebook habits the way in which marketers use Facebook (i.e) looking at their timeline page…. Tuesday, February 11, 14
  61. 61. facebook habits …is not the same way their target audience uses it. Tuesday, February 11, 14
  62. 62. facebook habits https://www.facebook.com/suffolkuniversity?ref=hl Tuesday, February 11, 14
  63. 63. facebook strategy strategy Tuesday, February 11, 14
  64. 64. facebook content •High visibility universitywide events •Prestigious + notable + niche speakers or events •Spur of the moment viral events/ content •National-interest content with a Suffolk-spin Tuesday, February 11, 14
  65. 65. facebook content •Student+Campus+Boston visuals + Stories •Student/faculty/staff success stories •School + Suffolk related questions --> platforms to start conversation •Emergency alerts/notifications Tuesday, February 11, 14
  66. 66. facebook content Relatable Inspiring Funny Pride-building YOU Novel. Tuesday, February 11, 14
  67. 67. facebook Relatable Inspiring Funny Pride-building YOU Novel. Tuesday, February 11, 14 content photo video concise writing stark/ stands out
  68. 68. facebook content Time of day frequency mix of medium Tuesday, February 11, 14
  69. 69. facebook content Time of day frequency mix of medium content calendar Tuesday, February 11, 14
  70. 70. tips tips facebook facebook: tips link issues sizing scheduling Tuesday, February 11, 14
  71. 71. facebook facebook: tips Tuesday, February 11, 14 link issues
  72. 72. facebook facebook: tips Tuesday, February 11, 14 link issues
  73. 73. facebook facebook: tips Tuesday, February 11, 14 link issues
  74. 74. facebook facebook: tips Tuesday, February 11, 14 link issues
  75. 75. facebook facebook: tips Tuesday, February 11, 14 sizing
  76. 76. facebook facebook: tips Tuesday, February 11, 14 scheduling
  77. 77. facebook facebook: tips Tuesday, February 11, 14 measurement
  78. 78. Tuesday, February 11, 14
  79. 79. facebook facebook: tips habits strategy measurement tips Tuesday, February 11, 14
  80. 80. facebook facebook: tips habits twitter is used as a search enginge 2.1 billion searches a day very likely to follow brands Tuesday, February 11, 14
  81. 81. facebook facebook: tips habits twitter is used as a search enginge 2.1 billion searches a day % of users that don't tweet Tuesday, February 11, 14 40%
  82. 82. facebook facebook: tips habits twitter is used as a search enginge 2.1 billion searches a day % of users that don't tweet 40% mobile twiter users are: very likely to follow brands Tuesday, February 11, 14
  83. 83. facebook facebook: tips Tuesday, February 11, 14 habits
  84. 84. facebook facebook: tips habits twitter is: more personal + private Tuesday, February 11, 14
  85. 85. facebook facebook: tips habits twitter is: more personal + private 1 v 1 converastion happening Tuesday, February 11, 14
  86. 86. facebook facebook: tips habits twitter is: more personal + private 1 v 1 converastion happening ephemeral/fleeting Tuesday, February 11, 14
  87. 87. facebook facebook: tips strategy Tuesday, February 11, 14
  88. 88. facebook facebook: tips content •High visibility universitywide events •Prestigious + notable + niche speakers or events •Spur of the moment viral events/ content •National-interest content with a Suffolk-spin Tuesday, February 11, 14
  89. 89. facebook facebook: tips content •Student+Campus+Boston visuals + Stories •Student/faculty/staff success stories •School + Suffolk related questions --> platforms to start conversation •Emergency alerts/notifications Tuesday, February 11, 14
  90. 90. facebook facebook: tips content Relatable Inspiring Funny Pride-building YOU Novel. Tuesday, February 11, 14
  91. 91. facebook facebook: tips Relatable Inspiring Funny Pride-building YOU Novel. Tuesday, February 11, 14 content relationship building personal more personality random engagments conversations real-time
  92. 92. facebook facebook: tips Tuesday, February 11, 14 measurement
  93. 93. facebook facebook: tips link issues sizing scheduling Tuesday, February 11, 14
  94. 94. facebook facebook: tips Tuesday, February 11, 14 link issues
  95. 95. facebook facebook: tips Tuesday, February 11, 14 link issues
  96. 96. facebook facebook: tips Tuesday, February 11, 14 sizing
  97. 97. facebook facebook: tips Tuesday, February 11, 14 scheduling
  98. 98. Tuesday, February 11, 14
  99. 99. mobile-only users quality not quantity they stay inside the app (you can’t link outside) Tuesday, February 11, 14
  100. 100. this is where underclassman are and the future classes Tuesday, February 11, 14
  101. 101. •High visibility universitywide events •Prestigious + notable + niche speakers or events •Spur of the moment viral events/ content •National-interest content with a Suffolk-spin Tuesday, February 11, 14
  102. 102. •Student+Campus+Boston visuals + Stories •Student/faculty/staff success stories •School + Suffolk related questions --> platforms to start conversation •Emergency alerts/notifications Tuesday, February 11, 14
  103. 103. •Student+Campus+Boston visuals + Stories •Student/faculty/staff success stories •School + Suffolk related questions --> platforms to start conversation •Emergency alerts/notifications Tuesday, February 11, 14
  104. 104. Tuesday, February 11, 14
  105. 105. 1 on 1 training setting goals measurement content calendar training on social programs Tuesday, February 11, 14
  106. 106. how you can work with OMC Tuesday, February 11, 14
  107. 107. https://wikis.suffolk.edu/display/SUWC/Social+Media +Guidelines+and+Best+Practices Tuesday, February 11, 14
  108. 108. bit.ly/1gm48Cm Tuesday, February 11, 14

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