Social Media Strategy & Engagement

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Covers steps to build a social media strategy and offers a best practice for creating branded shareable content. illustrates these concepts with a University of Minnesota case study.

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Social Media Strategy & Engagement

  1. 1. Building Social Media STRATEGY & ENGAGEMENT Presented by Lindsey Heffern Social Media Manager, University of Minnesota @lindseyheffern
  2. 2. What’s the landscape? • • • • Facebook: 1.15 billion users Twitter: 500 million users Google+: 343 million users YouTube: 1 billion users 4 billion views per day • Tumblr: 216.3 million monthly visitors
  3. 3. Where are they?
  4. 4. Who’s out there?
  5. 5. Big time activity 16 minutes out of every hour online
  6. 6. Cut through the noise improve engagement
  7. 7. How do we do that?
  8. 8. USING SOCIAL MEDIA STRATEGICALLY 1. Goals 2. Objectives 3. Tactics 4. Measurement • Audience • Tools • Messages • Voice and Tone • Integrating
  9. 9. #1 Goals • Build on overall communications strategy • Identify how social media fits in to leverage specific objectives Remember: Social media = one tool in the tool box
  10. 10. #2 Objectives SMART • • • • • Specific Measurable Achievable Relevant Time-based From Leah Lundquist PA5920 HATCH • • • • • Humanistic Actionable Testable Clarity Happiness From “The Dragonfly Effect” www.dragonflyeffect.com
  11. 11. #3 Tactics • • • • The “now what” Social media action to accomplish objective Piece of the larger social media puzzle Think daily posts
  12. 12. #4 Measurement • Intermediate: – Platform Insights • Advanced: – Google Analytics – Google Analytics tracking campaigns for referral source analysis
  13. 13. USING SOCIAL MEDIA STRATEGICALLY 1. Goals 2. Objectives • Audience • Tools • Voice and Tone 3. Tactics • Messages 4. Measurement • Integrating
  14. 14. Define Audience • Segment your audience – What audience do you target in traditional marketing communications strategy? • Social media audit – Who is already talking about you in the social world? • Potential audiences – Who do you want to engage with in the social world? – Opportunity to extend reach to new audiences Adapted From Leah Lundquist PA5920
  15. 15. Determine Tools • Social media can be overwhelming! • So many tools: which is the right one? • Use goals to determine which social media platform is appropriate • Don’t be everywhere; focus social media communication Adapted From Leah Lundquist PA5920
  16. 16. Voice and Tone • Develop a brand voice • Select 5 words: How do you want your audience describe your brand? • Assists with consistent voice and tone across multiple administrators
  17. 17. Integrating Communications • • • • • Determine primary content to promote Develop editorial calendar Develop engagement calendar Craft messages to fit platforms Schedule content for efficiency and effectiveness Adapted From Leah Lundquist PA5920
  18. 18. Case Study
  19. 19. SHAREABLE CONTENT
  20. 20. CREATIVE EMOTIVE COMPELLING STICKY SHAREABLE
  21. 21. University Relations Goals 1. Build trust, understanding and pride in the University of Minnesota 2. Enhance and protect the University’s image and reputation 3. Effectively tell the story of the people, the work, and the value that the University delivers to the state, its economy, and its residents
  22. 22. Social Media Objective • Grow engagement on University of Minnesota Facebook page by 50% during CY 2013. • Consistently drive traffic from University of Minnesota Facebook page to umn.edu homepage stories.
  23. 23. Social Media Tactic • Get social media followers to spread our messages into their personal networks • Offer content that people want to consume in the social space – shareable and branded
  24. 24. Tactical Steps • Educate key collaborators on shareable content (creative director, designers) • Develop shareable content calendar • Create shareable content graphics in coordination with homepage editorial calendar • Schedule shareable content posts in Facebook
  25. 25. Optimize visual content
  26. 26. SHARES: 71 LIKES: 255 SHARES: 287 LIKES: 583
  27. 27. Timeliness matters
  28. 28. SHARES: 94 LIKES: 874 SHARES: 123 LIKES: 1,213
  29. 29. Results (measurement) ?
  30. 30. 164% increase of monthly-engaged users
  31. 31. Questions?
  32. 32. FACEBOOK ADVERTISING
  33. 33. Not reaching the right audience?
  34. 34. Gen Y (20- to 30-year-olds) twice as likely to seek information on social media as generation before them. Report on buyer behavior by Buyersphere
  35. 35. Segment audience by hyper targeting
  36. 36. SPECIFIC INTEREST-BASED NARROWLY FOCUSED TARGETED
  37. 37. Results?
  38. 38. 31average shares in 2013
  39. 39. Breast cancer - 335 shares 980% increase
  40. 40. Pancreatic cancer - 315 shares 916% increase
  41. 41. Questions?

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