LSU AdFed Social Media Case Study
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A case study detailing the social media strategy of LSU AdFed from 2015-2016.
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LSU AdFed Social Media Case Study
- 1. LSU Advertising Federation Social Media Strategy Case Study Hannah Alkadi 2015 - 2016
- 2. ABOUT 2 LSU Advertising Federation is a student-run organization that hosts events and speakers that benefit any students interested in advertising. Members also include PR majors, graphic design majors, marketing majors, and business majors. However, a combination of factors in 2015 led to low membership, low meeting attendance, and low funds for the organization. I was elected to the secretary position in February 2015. My term ended in December 2015, but I continued social media direction until 2016. Here is my social media analysis.
- 3. “ Connecting students with advertising professionals and opportunities. Making dreams happen along the way. #geauxadfed 3
- 4. @lsuadfed » Facebook » Twitter » Instagram 4PROFILES
- 5. No website By the end of 2014, news about the organization was distributed through paper flyers and meetings. Remind emails fell off the radar. Members who wanted to get involved didn’t get responses from the email. Mid-2015, members expressed frustration with not being aware of where to find application forms, scholarship forms, due dates for registrations, and other resources. Low meeting attendance and membership Despite class talks and flyers, students were unaware of meetings, dues deadlines, and other events. No active, consistent social media presence Meeting reminders took place a majority of the time via a “naked” Facebook post - occasionally a Facebook event or photo would be attached. PROBLEMS 5
- 6. TARGET AUDIENCE » 18-21 years old » Some college education » Spend 1-4 hours on social media daily » Freshman through seniors, focusing primarily on sophomores and juniors » Don’t carry cash » Does a lot on campus, strapped for time » Enjoy humorous posts with rich media 6
- 8. Age Breakdown by Gender (Facebook) 8
- 10. MY SOLUTIONS New Website The new website, hosted on WordPress, laid out all the resources members would need: a job database, meeting minutes, applications, a calendar, and other useful information. Going Digital LSU AdFed embraced MailChimp and Remind 101 for meeting reminders. I also signed up the organization for PayPal, Venmo, and a Square reader to help with dues. Crowdfire, Publish, Buffer, Hootsuite, Latergramme, and others became my best friends. Following the Crowd I befriended potential and current members on Facebook and invited them to like both the LSU AdFed Page and Group. I would follow them on Twitter and Instagram and began tagging them in photos to boost post engagement. 10
- 11. CONTENT BUCKETS » Advertising as a Whole » #AdWeekChat » Articles from AdAge and AdWeek » The Baton Rouge Advertising Community » Reminders for luncheons and the ADDYs » Engaging with the advertising agencies in town » Inner-Organization Going-Ons » Meeting and dues reminders » Pictures at every event and meeting » Livetweeting meetings, events, and luncheons » Raffling off luncheon tickets 11
- 12. Scheduling Pulsing. The organization is inactive during the summer, when members go home — but featured a few posts to keep things lively. THE SOCIAL MEDIA STRATEGY Tone Humorous. Featured emojis, GIFs, and photos. Also employed lingo and current trends. 12
- 13. FACEBOOK, TWITTER, INSTAGRAM Execution from 2015-2016 13 THEN & NOW
- 16. NOVEMBER 2012 16
- 17. NOVEMBER 2015 17
- 20. FOLLOWER COUNTS (UPDATED OCTOBER 2016) Pre-Takeover Post-Takeover Difference Facebook 235 338 + 103 Twitter 257 433 + 176 Instagram 41 214 + 173 20
- 21. 21 OTHER STRATEGIES Added Twitter and Instagram tabs to the Facebook page with WooBox to boost following on those mediums.
- 22. OTHER STRATEGIES Employed Twitter Lists to archive alumni and current executive board so members could find and connect with other members. 22
- 23. 23 OTHER STRATEGIES Featured photos from other members on our Instagram.
- 24. Any questions? You can find me at: » @hannahalkadi » hello@hannahalkadi.com 24THANKS!
- 25. CREDITS Special thanks to all the people who made and released these awesome resources for free: » Presentation template by SlidesCarnival » Photographs by Unsplash » Diverse device hand photos by Facebook Design Resources 25