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Staying Organized and Getting
Others Engaged: Social Media at Duke
University
#FalconEd
Sonja Likness
Director of SoMe/Content Strategy
Duke University
Your Presenters.
#FalconEd
David Bradley
Creative Director
Duke Men’s Basketball
Dino Kuckovic
Community Marketing Lead
Falcon.io
@SonjaLikness @dinokuckovic@realDHB
Introduction
University use case
Basketball use case
Q&A
#FalconEd
Today’s Agenda.
SOCIAL MEDIA
in higher education.
#FalconEd
Digital Transformation.
Does this reflect your new normal?
Engagement Data
Source: Pew Research Center. Surveys conducted 2005-2018.
% of U.S. adults who
use at least one social
media site, by age
UNIVERSITY
Let’s get dorky.
#FalconEd
What is social media?
Existential much?
Where are my audiences?
And how do they interact?
• Look at your channel demographics data.
• Don’t discount anecdotal evidence.
• Try a survey.
• Ask a focus group.
The game is afoot.
How do we create for social media?
… The right content for the right platforms!
What to know:
• Where on social media
do your audiences
already live?
• What kind of content
do you need to create
to speak to your
audiences on those
channels?
Content Process
Story
concept
Audience
target
Creation
Sharing
How do I bring my team along?
Other editorial calendar options
• Trello
• Falcon.io (if everyone has access)
• Slack
• Airtable
• Your favorite project management system
• A whiteboard or sticky notes
MEN’S BASKETBALL
#HereComesDuke #TheBrotherhood #SI6HTS
#FalconEd
Duke Basketball x Social Media
Promoting, protecting and humanizing a timeless classic
Our Target Audiences
• Recruits
• The Brotherhood (former/current players)
• Current fans (all ages)
• Non-fans (make Duke a 2nd-favorite team)
• Campus/Cameron Crazies
• Duke Alumni base
Where are my audiences?
And how do we get their attention / evoke emotion?
Our Primary Channels
• How does our audience differ across each channel?
• Which channels are most important?
• What strategy do we want for each channel?
@DukeMBB Content Mindset
… We’ve ID’ed our target audiences… Now what?
Before We Create
• Style Guide (establish tone/voice, brand standards & goals)
• Understanding our target audiences
• Building equity/trust/understanding internally
• Content Team > Communication/Connection
Keep it Real… Never a “Sell”
Language / Trust
Emotion /
Connection
Memorable /
Relatable /
Engaging
Brand Impact
Community Cultivation
AMPLIFYING THE MESSAGE AND THE BRAND
@DUKEMBB SOCIAL FAMILY
• Influencers Who Love Duke Basketball
• Cameron Crazies
• Mega Fans
• #TheBrotherhood
• Duke Blue Planet
Measuring Success
WHAT MATTERS
• Engagement
• Micro-level success stories
• Brand impact
• Account growth/performance compared to peers
TOOLS
• Falcon.io
• Crowd Tangle
• Twitter, YouTube, Facebook, IG
Duke on Social!
A30
FACEBOOK
Duke University
Duke Students
INSTAGRAM
Duke University
Duke Students
TWITTER
Duke University
Duke Students
LINKEDIN
Duke University
MEDIUM
Duke University

Duke Students
YOUTUBE
Duke University
Duke Students
WECHAT
@DukeUni
WEIBO
@Duke
SNAPCHAT
@DukeStudents
SPOTIFY
Duke Students
BASKETBALL
@DukeMBB
#FalconEd
Up Next: March 21st
How to Build a Content Machine When
Resources Are Thin
ft. HubSpot
#FalconEd
@falconIOfalcon.io welcome@falcon.io

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Webinar: Staying Organized and Getting Others Engaged. Social Media at Duke University