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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...
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 ga...
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 spea...
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 ...
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...
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 strat...
@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
• Buil...
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 ...
Measuring Success
WHAT MATTERS
• Engagement
• Micro-level success stories
• Brand impact
• Account growth/performance comp...
Duke on Social!
A30
FACEBOOK
Duke University
Duke Students
INSTAGRAM
Duke University
Duke Students
TWITTER
Duke University...
#FalconEd
Up Next: March 21st
How to Build a Content Machine When
Resources Are Thin
ft. HubSpot
#FalconEd
@falconIOfalcon.io welcome@falcon.io
Webinar: Staying Organized and Getting Others Engaged. Social Media at Duke University
Webinar: Staying Organized and Getting Others Engaged. Social Media at Duke University
Webinar: Staying Organized and Getting Others Engaged. Social Media at Duke University
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Webinar: Staying Organized and Getting Others Engaged. Social Media at Duke University

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In this webinar, we’ll discuss the surprising variety of social intelligence and organizational use cases in play at Duke. You’ll hear how the university and its basketball team keep audiences engaged with innovative and efficient social media content. There are lessons here for any brand.

Join us to learn:

- How to become and stay organized with social content
- Falcon’s Publish module
- Innovative sports fan engagement tips
- How Duke Basketball courts attention on social media

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

  1. 1. Staying Organized and Getting Others Engaged: Social Media at Duke University #FalconEd
  2. 2. 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
  3. 3. Introduction University use case Basketball use case Q&A #FalconEd Today’s Agenda.
  4. 4. SOCIAL MEDIA in higher education. #FalconEd
  5. 5. Digital Transformation. Does this reflect your new normal? Engagement Data
  6. 6. Source: Pew Research Center. Surveys conducted 2005-2018. % of U.S. adults who use at least one social media site, by age
  7. 7. UNIVERSITY Let’s get dorky. #FalconEd
  8. 8. What is social media? Existential much?
  9. 9. Where are my audiences? And how do they interact?
  10. 10. • Look at your channel demographics data. • Don’t discount anecdotal evidence. • Try a survey. • Ask a focus group. The game is afoot.
  11. 11. How do we create for social media? … The right content for the right platforms!
  12. 12. 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?
  13. 13. Content Process Story concept Audience target Creation Sharing
  14. 14. How do I bring my team along?
  15. 15. Other editorial calendar options • Trello • Falcon.io (if everyone has access) • Slack • Airtable • Your favorite project management system • A whiteboard or sticky notes
  16. 16. MEN’S BASKETBALL #HereComesDuke #TheBrotherhood #SI6HTS #FalconEd
  17. 17. Duke Basketball x Social Media Promoting, protecting and humanizing a timeless classic
  18. 18. 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
  19. 19. Where are my audiences? And how do we get their attention / evoke emotion?
  20. 20. Our Primary Channels • How does our audience differ across each channel? • Which channels are most important? • What strategy do we want for each channel?
  21. 21. @DukeMBB Content Mindset … We’ve ID’ed our target audiences… Now what?
  22. 22. Before We Create • Style Guide (establish tone/voice, brand standards & goals) • Understanding our target audiences • Building equity/trust/understanding internally • Content Team > Communication/Connection
  23. 23. Keep it Real… Never a “Sell” Language / Trust Emotion / Connection Memorable / Relatable / Engaging Brand Impact
  24. 24. Community Cultivation AMPLIFYING THE MESSAGE AND THE BRAND
  25. 25. @DUKEMBB SOCIAL FAMILY • Influencers Who Love Duke Basketball • Cameron Crazies • Mega Fans • #TheBrotherhood • Duke Blue Planet
  26. 26. 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
  27. 27. 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
  28. 28. #FalconEd
  29. 29. Up Next: March 21st How to Build a Content Machine When Resources Are Thin ft. HubSpot #FalconEd
  30. 30. @falconIOfalcon.io welcome@falcon.io

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