Building your social  media strategyOr - How to win friends and influence people
What we’re going to    talk about• Strategy• Tactics• Metrics
About me•   Former editor of the    Baron•   Former provincial and    business reporter for    the Telegraph-Journal•   We...
What does a webcontent strategist do?• Connects audiences with the information  they are most interested in• Engages audie...
UNB.ca• Most important communications platform  for the university for reaching prospective  students, alumni, donors and ...
@UNB• More than 3,200 Facebook fans (without  spending a single dime!)• More than 2,000 Twitter followers• Nearly 50,000 v...
Technology last
What is a strategy?• It is a plan of action to achieve a specific  goal
What are some      potential goals?• Boost readership• Engage audiences for longer• Find stories• Find volunteers• Promote...
Tactics• Actions that lead to the execution of your  strategy
Metrics• Ways to measure how successful your  tactics are and whether you’ve achieved the  goals of your strategy
Some ideas     Tactic            Goal             Metric(s)                                    Increased print Facebook Fa...
More ideas     Tactic            Goal          Metric(s)Use free tools to                                    More ideas at...
Even more ideas!    Tactic           Goal          Metric(s)  Celebrate                     Recruit four or               ...
Do’s• Set up Facebook Fan Pages, Twitter  accounts, Flickr,YouTube/Vimeo• Embed streams from social media into your  sites...
D’ohs• Let accounts lapse, stagnate• Just post links to your social media site and  don’t do anything else with them on yo...
Examples
Discussion
Social media strategy for student newspapers- David Shipley
Social media strategy for student newspapers- David Shipley
Social media strategy for student newspapers- David Shipley
Social media strategy for student newspapers- David Shipley
Social media strategy for student newspapers- David Shipley
Social media strategy for student newspapers- David Shipley
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Social media strategy for student newspapers- David Shipley

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Powerpoint Presentation delivered by David Shipley, Senior Enterprise Web Strategist at the University of New Brunswick at the Atlantic Regional Canadian University Press Conference at Mount Allison University October 22, 2011. Document post here with permission.

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Social media strategy for student newspapers- David Shipley

  1. 1. Building your social media strategyOr - How to win friends and influence people
  2. 2. What we’re going to talk about• Strategy• Tactics• Metrics
  3. 3. About me• Former editor of the Baron• Former provincial and business reporter for the Telegraph-Journal• Web Strategist for the University of New Brunswick• Used to drive armoured vehicles. Seriously.
  4. 4. What does a webcontent strategist do?• Connects audiences with the information they are most interested in• Engages audiences using a variety of platforms - web, social networks, e-mail to create, maintain or strengthen relationships
  5. 5. UNB.ca• Most important communications platform for the university for reaching prospective students, alumni, donors and the general public• More than 100,000 monthly visitors• Site down from 200,000 pages to approximately 50,000
  6. 6. @UNB• More than 3,200 Facebook fans (without spending a single dime!)• More than 2,000 Twitter followers• Nearly 50,000 video views on YouTube (most in the last year alone)• Still figuring out how to leverage Flickr more...
  7. 7. Technology last
  8. 8. What is a strategy?• It is a plan of action to achieve a specific goal
  9. 9. What are some potential goals?• Boost readership• Engage audiences for longer• Find stories• Find volunteers• Promote great stories to the wider public• Generate revenue
  10. 10. Tactics• Actions that lead to the execution of your strategy
  11. 11. Metrics• Ways to measure how successful your tactics are and whether you’ve achieved the goals of your strategy
  12. 12. Some ideas Tactic Goal Metric(s) Increased print Facebook Fan pick-up, increased Page / Twitter Boost readership pageviews on Feed Posts websiteUse videos, Flickr slideshows, Engage audiences Longer time on Document more site Sharing tools
  13. 13. More ideas Tactic Goal Metric(s)Use free tools to More ideas atmonitoring social Find stories story meetings media Use web traffic Longer time on monitoring to Engage audiences site, moredetermine which more pageviewsstories resonate
  14. 14. Even more ideas! Tactic Goal Metric(s) Celebrate Recruit four or Increase successes, five new volunteers network volunteersSponsored live tweeting of Generate Additional fundssporting events, revenue received ads in videos
  15. 15. Do’s• Set up Facebook Fan Pages, Twitter accounts, Flickr,YouTube/Vimeo• Embed streams from social media into your sites• Use contests and giveaways to increase fan base and engagement (and generate revenue!)• Experiment, experiment, experiment!
  16. 16. D’ohs• Let accounts lapse, stagnate• Just post links to your social media site and don’t do anything else with them on your site• Go overboard with sponsorships or ads• Get into arguments with PR folks
  17. 17. Examples
  18. 18. Discussion

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