social best practices

hi

Tuesday, February 11, 2014
reality check

email open rates

Tuesday, February 11, 2014
reality check

email open rates
2002: 37.3%

Tuesday, February 11, 2014

paid
reality check

email open rates
2002: 37.3%
2009: 26%

Tuesday, February 11, 2014

paid
reality check

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

Tuesday, February 11, 2014

paid
reality check

email open rates

2014?
Tuesday, February 11, 2014
reality check

gmail email tabs

Tuesday, February 11, 2014
reality check

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

Tuesday, February 11, 2014
reality check
social media content =
seen by more
customers
than any
other
medium

Tuesday, February 11, 2014

at frequenc...
reality check

i feel like not
investing in social
is the equivalent
to:
Tuesday, February 11, 2014

paid
reality check

Tuesday, February 11, 2014
reality check

Tuesday, February 11, 2014
reality check

Tuesday, February 11, 2014
how social should look

Tuesday, February 11, 2014
how social should look

owned

Tuesday, February 11, 2014
how social should look

owned
earned
paid
Tuesday, February 11, 2014
how social should look

owned
earned
project strategy

Tuesday, February 11, 2014
how social should look

owned
earned
integrated
project strategy

paid
Tuesday, February 11, 2014
owned

Tuesday, February 11, 2014
owned
cultivation
engagement
conversation facilitation

Tuesday, February 11, 2014
owned

Tuesday, February 11, 2014
owned
cultivation
engagement
conversation facilitation
custom content
repurposing web/project content
Tuesday, February 11...
owned : custom

Tuesday, February 11, 2014
owned : custom

Tuesday, February 11, 2014
content calendar

Tuesday, February 11, 2014
Tuesday, February 11, 2014
owned : brand journalism

Tuesday, February 11, 2014
owned : brand journalism

Tuesday, February 11, 2014
owned : brand journalism

Tuesday, February 11, 2014
owned : time sensitive

Tuesday, February 11, 2014
owned : non-time sensitive

Tuesday, February 11, 2014
earned

earned

Tuesday, February 11, 2014
earned
ongoing pursuit of earned media

Tuesday, February 11, 2014
earned
ongoing pursuit of earned media
standard vs. new

Tuesday, February 11, 2014
earned
ongoing pursuit of earned media

active content creation

Tuesday, February 11, 2014
earned

Tuesday, February 11, 2014
earned

Tuesday, February 11, 2014
project strategy

integrated
project strategy

Tuesday, February 11, 2014
flat rammy

Tuesday, February 11, 2014
flat rammy

Tuesday, February 11, 2014
flat rammy

Tuesday, February 11, 2014
Tuesday, February 11, 2014
paid : the double standard

paid
Tuesday, February 11, 2014
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, 2014
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, 2014
paid : the double standard

Tuesday, February 11, 2014
paid : the double standard

Tuesday, February 11, 2014
how to plan

Tuesday, February 11, 2014
Tuesday, February 11, 2014
facebook
facebook: tips

habits
strategy
measurement

tips
Tuesday, February 11, 2014
facebook

habits

used to be personal + private

Tuesday, February 11, 2014
facebook

habits

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

Tuesday, February 11, 2014
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, 2014
facebook

habits

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

Tuesday, February 11, 2014
facebook

habits

64% of that
base use it
daily.

Tuesday, February 11, 2014
facebook

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

Tuesday, February 11, 2014
facebook

habits

the way in which
marketers use Facebook
(i.e) looking at their
timeline page….
Tuesday, February 11, 201...
facebook

habits

…is not the
same way their
target audience
uses it.
Tuesday, February 11, 2014
facebook

habits

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

Tuesday, February 11, 2014
facebook

strategy

strategy

Tuesday, February 11, 2014
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, 2014
facebook

Relatable
Inspiring
Funny
Pride-building
YOU

Novel.

Tuesday, February 11, 2014

content

photo
video
concise
w...
facebook

content

Time of day
frequency
mix of medium

Tuesday, February 11, 2014
facebook

content

Time of day
frequency
mix of medium
content calendar
Tuesday, February 11, 2014
facebook
facebook: tips
link issues

sizing
scheduling

Tuesday, February 11, 2014

tips
tips
facebook
facebook: tips

Tuesday, February 11, 2014

link issues
facebook
facebook: tips

Tuesday, February 11, 2014

link issues
facebook
facebook: tips

Tuesday, February 11, 2014

link issues
facebook
facebook: tips

Tuesday, February 11, 2014

link issues
facebook
facebook: tips

Tuesday, February 11, 2014

sizing
facebook
facebook: tips

Tuesday, February 11, 2014

scheduling
facebook
facebook: tips

Tuesday, February 11, 2014

measurement
Tuesday, February 11, 2014
facebook
facebook: tips

habits
strategy
measurement

tips
Tuesday, February 11, 2014
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, 2014

habits
facebook
facebook: tips

habits

twitter is:
more personal + private

Tuesday, February 11, 2014
facebook
facebook: tips

habits

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

Tuesday, February 11, 2...
facebook
facebook: tips

habits

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

Tues...
facebook
facebook: tips

strategy

Tuesday, February 11, 2014
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

Relatable
Inspiring
Funny
Pride-building
YOU

Novel.

Tuesday, February 11, 2014

content
relatio...
facebook
facebook: tips

Tuesday, February 11, 2014

measurement
facebook
facebook: tips
link issues

sizing
scheduling

Tuesday, February 11, 2014
facebook
facebook: tips

Tuesday, February 11, 2014

link issues
facebook
facebook: tips

Tuesday, February 11, 2014

link issues
facebook
facebook: tips

Tuesday, February 11, 2014

sizing
facebook
facebook: tips

Tuesday, February 11, 2014

scheduling
Tuesday, February 11, 2014
Tuesday, February 11, 2014
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Social Media for Higher education

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Social Media for Higher education

  1. 1. social best practices hi Tuesday, February 11, 2014
  2. 2. reality check email open rates Tuesday, February 11, 2014
  3. 3. reality check email open rates 2002: 37.3% Tuesday, February 11, 2014 paid
  4. 4. reality check email open rates 2002: 37.3% 2009: 26% Tuesday, February 11, 2014 paid
  5. 5. reality check email open rates 2002: 37.3% 2009: 26% 2011: 17% Tuesday, February 11, 2014 paid
  6. 6. reality check email open rates 2014? Tuesday, February 11, 2014
  7. 7. reality check gmail email tabs Tuesday, February 11, 2014
  8. 8. reality check there are seasonal trends in email. Heck, there are hourly trends in email. Tuesday, February 11, 2014
  9. 9. reality check social media content = seen by more customers than any other medium Tuesday, February 11, 2014 at frequency much higher than any other medium paid
  10. 10. reality check i feel like not investing in social is the equivalent to: Tuesday, February 11, 2014 paid
  11. 11. reality check Tuesday, February 11, 2014
  12. 12. reality check Tuesday, February 11, 2014
  13. 13. reality check Tuesday, February 11, 2014
  14. 14. how social should look Tuesday, February 11, 2014
  15. 15. how social should look owned Tuesday, February 11, 2014
  16. 16. how social should look owned earned paid Tuesday, February 11, 2014
  17. 17. how social should look owned earned project strategy Tuesday, February 11, 2014
  18. 18. how social should look owned earned integrated project strategy paid Tuesday, February 11, 2014
  19. 19. owned Tuesday, February 11, 2014
  20. 20. owned cultivation engagement conversation facilitation Tuesday, February 11, 2014
  21. 21. owned Tuesday, February 11, 2014
  22. 22. owned cultivation engagement conversation facilitation custom content repurposing web/project content Tuesday, February 11, 2014
  23. 23. owned : custom Tuesday, February 11, 2014
  24. 24. owned : custom Tuesday, February 11, 2014
  25. 25. content calendar Tuesday, February 11, 2014
  26. 26. Tuesday, February 11, 2014
  27. 27. owned : brand journalism Tuesday, February 11, 2014
  28. 28. owned : brand journalism Tuesday, February 11, 2014
  29. 29. owned : brand journalism Tuesday, February 11, 2014
  30. 30. owned : time sensitive Tuesday, February 11, 2014
  31. 31. owned : non-time sensitive Tuesday, February 11, 2014
  32. 32. earned earned Tuesday, February 11, 2014
  33. 33. earned ongoing pursuit of earned media Tuesday, February 11, 2014
  34. 34. earned ongoing pursuit of earned media standard vs. new Tuesday, February 11, 2014
  35. 35. earned ongoing pursuit of earned media active content creation Tuesday, February 11, 2014
  36. 36. earned Tuesday, February 11, 2014
  37. 37. earned Tuesday, February 11, 2014
  38. 38. project strategy integrated project strategy Tuesday, February 11, 2014
  39. 39. flat rammy Tuesday, February 11, 2014
  40. 40. flat rammy Tuesday, February 11, 2014
  41. 41. flat rammy Tuesday, February 11, 2014
  42. 42. Tuesday, February 11, 2014
  43. 43. paid : the double standard paid Tuesday, February 11, 2014
  44. 44. paid : the double standard marketers are happy to pay X dollars for postage to ensure prospectives see direct mail pieces. Tuesday, February 11, 2014
  45. 45. 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, 2014
  46. 46. paid : the double standard why should it be any different for social? Tuesday, February 11, 2014
  47. 47. paid : the double standard social advertising & people freely tell the internet where they went to school = Tuesday, February 11, 2014
  48. 48. paid : the double standard new mailing/email address Tuesday, February 11, 2014
  49. 49. paid : the double standard Tuesday, February 11, 2014
  50. 50. paid : the double standard Tuesday, February 11, 2014
  51. 51. how to plan Tuesday, February 11, 2014
  52. 52. Tuesday, February 11, 2014
  53. 53. facebook facebook: tips habits strategy measurement tips Tuesday, February 11, 2014
  54. 54. facebook habits used to be personal + private Tuesday, February 11, 2014
  55. 55. facebook habits used to be personal + private until the baby boomers showed up Tuesday, February 11, 2014
  56. 56. facebook habits used to be personal + private until the baby boomers showed up and now brands are starting to arrive Tuesday, February 11, 2014
  57. 57. facebook habits 78% of daily US users use it on their phone Tuesday, February 11, 2014
  58. 58. facebook habits 73% of 12 to 17 yrolds in the US use Facebook. Tuesday, February 11, 2014
  59. 59. facebook habits 64% of that base use it daily. Tuesday, February 11, 2014
  60. 60. facebook habits 50+% of college students look at it first thing in the morning Tuesday, February 11, 2014
  61. 61. facebook habits the way in which marketers use Facebook (i.e) looking at their timeline page…. Tuesday, February 11, 2014
  62. 62. facebook habits …is not the same way their target audience uses it. Tuesday, February 11, 2014
  63. 63. facebook habits https://www.facebook.com/suffolkuniversity?ref=hl Tuesday, February 11, 2014
  64. 64. facebook strategy strategy Tuesday, February 11, 2014
  65. 65. 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, 2014
  66. 66. 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, 2014
  67. 67. facebook content Relatable Inspiring Funny Pride-building YOU Novel. Tuesday, February 11, 2014
  68. 68. facebook Relatable Inspiring Funny Pride-building YOU Novel. Tuesday, February 11, 2014 content photo video concise writing stark/ stands out
  69. 69. facebook content Time of day frequency mix of medium Tuesday, February 11, 2014
  70. 70. facebook content Time of day frequency mix of medium content calendar Tuesday, February 11, 2014
  71. 71. facebook facebook: tips link issues sizing scheduling Tuesday, February 11, 2014 tips tips
  72. 72. facebook facebook: tips Tuesday, February 11, 2014 link issues
  73. 73. facebook facebook: tips Tuesday, February 11, 2014 link issues
  74. 74. facebook facebook: tips Tuesday, February 11, 2014 link issues
  75. 75. facebook facebook: tips Tuesday, February 11, 2014 link issues
  76. 76. facebook facebook: tips Tuesday, February 11, 2014 sizing
  77. 77. facebook facebook: tips Tuesday, February 11, 2014 scheduling
  78. 78. facebook facebook: tips Tuesday, February 11, 2014 measurement
  79. 79. Tuesday, February 11, 2014
  80. 80. facebook facebook: tips habits strategy measurement tips Tuesday, February 11, 2014
  81. 81. 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, 2014
  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 Tuesday, February 11, 2014 40%
  83. 83. 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, 2014
  84. 84. facebook facebook: tips Tuesday, February 11, 2014 habits
  85. 85. facebook facebook: tips habits twitter is: more personal + private Tuesday, February 11, 2014
  86. 86. facebook facebook: tips habits twitter is: more personal + private 1 v 1 converastion happening Tuesday, February 11, 2014
  87. 87. facebook facebook: tips habits twitter is: more personal + private 1 v 1 converastion happening ephemeral/fleeting Tuesday, February 11, 2014
  88. 88. facebook facebook: tips strategy Tuesday, February 11, 2014
  89. 89. 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, 2014
  90. 90. 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, 2014
  91. 91. facebook facebook: tips Relatable Inspiring Funny Pride-building YOU Novel. Tuesday, February 11, 2014 content relationship building personal more personality random engagments conversations real-time
  92. 92. facebook facebook: tips Tuesday, February 11, 2014 measurement
  93. 93. facebook facebook: tips link issues sizing scheduling Tuesday, February 11, 2014
  94. 94. facebook facebook: tips Tuesday, February 11, 2014 link issues
  95. 95. facebook facebook: tips Tuesday, February 11, 2014 link issues
  96. 96. facebook facebook: tips Tuesday, February 11, 2014 sizing
  97. 97. facebook facebook: tips Tuesday, February 11, 2014 scheduling
  98. 98. Tuesday, February 11, 2014
  99. 99. Tuesday, February 11, 2014
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