AMS Training Social Media Presentation


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Social media presentation given at AMS Training week 2012

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  • Welcome everyone! Happy last day of AMS training. I am going to start the morning off talking to you about social media. \n\nSome information about myself before we get started. My name is AB and I graduated from Queen’s in ’98 in ArtSci. I started working at Queen’s in 2003 in Alumni Relations and moved over to MarComm in late 2008. At the time Queen’s didn’t have an official upper level branded presence on any of the major social networks. This is something that I am quite passionate about so I took the initiative to start some SM accounts for Queen’s and I was fortunate enough to have this evolve into a full time position in 2011. I have been working with SM at Queen’s now for 3 years and I am going to share some of the things that I have learned during this time in the hopes that you can be successful with your own presences.\n\n
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  • I will be going over what Queen’s is doing in SM (in terms of platforms) and what our goals are for these platforms\n\n
  • Launched in 2009 **** Next to Google, Facebook is the second most visited site on the web.\n\nQueen’s FB\n- Started the year at 3,700 and we are now at 7,400 so we have doubled our fans/likes since Jan (in 2011 we doubled our fans on both FB and Twitter)\nTwitter\n- Started at 4,151 and we are now at 9,400 so we have more than doubled our followers\nYouTube\n\nFacebook\n[901 million Facebook users]Facebook to Hit 1 Billion User Mark in August [STUDY]\nThere are more Facebook users than cars (800 million vs 750 million)\n50% log onto Facebook every day ( )\n\nTwitter225,000,000 users\n100 million of these users are logging in at least once a month, 50 million are logging in every day\n\nYouTube\n3 billion views daily as of May 2011\n
  • If you have limited personnel, I would recommend starting small with one account, and see how well you're able to maintain that before expanding. It's better to have deeper engagement with fewer constituents than to have low-quality engagement on multiple platforms.\n\n
  • Fewer platforms so that we could devote sufficient time and resources to their continued development.\nPlatforms that specifically encouraged conversations, a key component of relationship building\nEffort IS expense. Everything in life, business, marketing, and social media has an opportunity cost. All the minutes you spend on social media are minutes you could be spending on something else, and even if your full-time job is social media, there are labor and overhead costs associated with your participation. It’s not an insignificant time investment to do it well, and to give the impression that social media is “free” is reckless and incorrect\n\nYou need to know how and why you’re getting involved with social media so that you can rightsize your resources, relationships, and expectations.\n
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  • Last two weeks (as of May 8)\n
  • List of admins\n26 people have been identified as people who we could access at any point in time to address questions\n\nAre there central resources set up to respond to general university questions from students from any department (e.g. awards, fees, housing)?Not really - because of the decentralized nature of the university env this isn’t really possible. I do have a list of contacts which I call upon when questions come up that I can’t answer (security, computer store, ASUS, residences, athletics, etc)\n\nUnfortunately there are no definitive answers as to what is really effective, as it can be different for each industry.\n\n\n
  • Info on what other campus departments/units are doing and how (with a list of contacts for each).\n\n \n\nNursing Science Society - use a tab/app for Scribd to post documents with useful info for students - eg. Housing Info, Social Support, Counselling, Alcohol Issues\n\n\n\n
  • I have found over the years that the Queen’s community are more comfortable with publicly complaining/venting on Twitter than they do on our FB page. \n
  • Mainly monitored by myself when I am away the marketing director and members of the EC team fill in for me.\nNo where near as many questions (yet) but I see this increasing. When I do see admissions and registrar related questions I have contacts who either help me to respond or respond via @queensregistrar\n
  • I saw an increase this year in the number of students that tweeted out that they got into Queen’s and I tried my best to respond back with them congratulating them \n
  • Photo credit @yenhoon\n\nNow I am going to go over some tips for success in social media. Now there are so many different ways that you can use SM. \n
  • Most users are just looking for an answer\nwould you ignore your email for days?\n\nFacebook is a dynamic medium and users expect constantly changing content.\n\n\n
  • \nBefore you think that Facebook is the answer, connect with your audience (survey) is on these platforms, the audience that you want to connect with not may not be on social media. If you don’t put in the effort to find out first you may be wasting your time\n\n
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  • Most users are just looking for an answer\nwould you ignore your email for days?\n\nFacebook is a dynamic medium and users expect constantly changing content.\n\n\n
  • social media hinges on passion, find your one thing and build around it\n
  • Social media is about passion \nyou need people who have passion and a sense of humour helps!\n
  • Need to incorporate these new media tools into your overall marketing strategy and ensure that these presences represent your institution/unit in the best possible light. It’s yet another area where knowledge, consistency of voice, and customer service skills are imperative to an institution’s online reputation.\n\nHaving just one person responsible for social media is akin to putting one person in charge of every aspect of the institution’s website. In social media strategy efforts, forming partnerships with staff members from admissions, student affairs, alumni affairs, and communications and marketing is critical.\n\nFor example, one department wanted to use Facebook to share more timely information related to events and programming. Using the social media brief to outline their objectives and goals made me realize—and helped me show them—that Facebook was not the best solution, particularly because they didn’t want to engage in conversations about the events. Instead, we encouraged them to use the Events Calenar\n\nBottom line: If you don’t want to engage in conversation then Social Media is not for you!\n
  • [901 million Facebook users]\n\n
  • show off the rich history of your institution by creating ‘milestones’ that date all the way back to the year your institution was founded \n\n
  • \n\n Cover image specs: 851 pixels wide by 315 pixels high\n Need to adhere to Facebook’s policies (what can and can’t be included)\n
  • “On April 26, we will be updating the size of the profile picture on all Pages. We are letting you know about this small change in advance so that you can update your profile picture on April 26. The new profile picture will be 160 x 160 pixels and will sit at 23 pixels from the left and 210 pixels from the top of the Page.”\n\nReds suffer the most in the compresion. Png suffer the worst best to use jpeg.\n\nRead more:\n\n\nRead more:\n\nThe confusing thing about profile pictures on the site is that the uploaded image must be a minimum of 180×180 pixels, then Facebook resizes the image on users’ screens. \nPages’ profile pictures will now be presented as the same size as users’ profile photos. Previously, pages’ profile pictures appeared as 125×125 pixels, though some pages noticed Facebook testing the new size earlier this month. The confusing thing about profile pictures on the site is that the uploaded image must be a minimum of 180×180 pixels, then Facebook resizes the image on users’ screens. \n
  • About section: be brief you don’t want your text to be cut off\n\nThis takes more time to create so if you are switching it up often you may not want to take this approach\n\nyour About description can be up to 170 characters and appears beneath your page’s Timeline and profile photo.\n\n
  • Choose an image that is representative of your brand\nYou can change it as often as you wish but you should also adhere to Facebook's policies regarding cover photos, which states that cover photos cannot include:\n
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  • Can’t display calls to action, contact information, or references to Facebook features\n\n
  • •such as web address, email, mailing address or other information intended for your Page's About section\n\n
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  • A great new feature to note here is that you can pin/anchor a specific story to the top of your timeline for up to 7 days. This means you can highlight specific posts such as remarkable content, calls-to-action for your best marketing offers, or other events/promotions you want to feature. Pinning it to the top of your page will prevent it from getting buried by more recent updates.\n\nRead more:\n\n
  • highlight them as important with the star icon\n\n\n\n
  • Photos are automatically featured in the first spot, but page admins can rearrange the rest to feature the most important ones first.\n\nWhile you can have a total of 12 custom tabs (including your Photos and Page Likes), only four are showed at the top of your page.\n\nThis means visitors to your page have to be savvy enough to click on the down arrow to find the rest. You can swap the position of your custom tabs\nBeing able to swap your number of likes with a custom tab can be a great way to downplay the focus on number of fans your page has\n\nYou can’t set Custom Images for Photos, Videos, Notes, Likes, and Events. However, if you don’t set a Custom Image for your Custom Apps, you’ll get an ugly generic icon. So here are the specs for the App Thumbnails: 111 pixels wide by 74 pixels high. I rec­om­mend you create your images to the exact size. If Facebook resizes an image to fit, it can get blurry\n\nCreate com­pelling Custom Images to get clicks.\nRename the Apps with action words – give a call to action!\nThese can be text-based (unlike your Cover Photo!)\n You can use Calls-to-Action here, so con­sider making one to ask for the Like!\nAdmins can also customize the images that get shown for each app in this toolbar using the 'Manage' >> 'Edit Page' dropdown via the 'Admin Panel,'\n\n\n
  • Apps have unique URLs. Drive traffic to your Facebook page and individual apps by using the IRLs in FB ads or on other social networks\nuse apps to drive traffic to your site and provide additional information to your fans\n
  • Photos on Facebook have always gotten a slightly higher EdgeRank score, which means better visibility in the News Feed. But, don’t necessarily use an image on every single post; keep it interesting by mixing in links, videos, questions (app), and text only updates\n\nA study by Buddy Media showed that posts 80 characters or less in length receive 27% higher engagement rates. Considering how much content flies by fast in the new moving Ticker at the top right of your Facebook home page, and also in the News Feed, it makes sense that a shorter post will catch Facebook users’ attention quicker.\n\nFrequency of posting - we need to avoid spamming our audience with too many wall posts in a short period of time. What happens is that too many posts show up in their stream and they \n\n
  • Links are the least engaging content type\nIf you do have to post a link pair it with a photo for max engagement \n\nUsers don’t have to press “Play” and dedicate time to watching a video to try and ascertain whether it’s entertaining and they don’t have to click through a link to a new website or tab to see if it’s interesting when they get there. With a photo, users decide within a glance whether they’re interested or not— the high engagement results reflect this simplicity and\nease of interaction.\n\nthe second most engaging content type is a status message— this result lends itself well to the same theory, of users reacting favorably to instantaneous (or at least very quick) interactions and decision making. With a status, since it’s just words, users know by the time they’ve finished reading the statement whether they’re going to interact with it, or let it pass. With all other content types (aside from photos) the user needs to decide whether he wants to invest the time to click, or watch, or investigate the URL. Asking users to spend this extra time pondering\nengagement is, on average, less successful than keeping things simple with instantaneously possible engagement decisions.\n\nThis is not to say that videos and links have no place in your messaging strategy. In\n
  • EdgeRank is an algorithm that ranks objects in the Facebook News Feed. Pages with high EdgeRank Scores will be more likely to show up in the News Feed than Pages with low EdgeRank Scores. EdgeRank is made up of 3 variables: Affinity, Weight, and Time Decay\nTiming: This makes sense as older news tends to be quickly pushed to the bottom of the news feed. More recent or “newer” news items are more valued by Facebook than older news. The older an Edge is, the less important it becomes\nAffinity: there’s an affinity score between the viewing user and the item’s creator — if you send your college friend a lot of Facebook messages and check their profile often, then you’ll have a higher affinity score for that person than you would with the “friends” you added on Facebook but haven’t interacted with in months. Likewise, if a fan interacts with a brand by visiting its Facebook brand page or interacting with its posts, this will boost the affinity score between this brand and its fan.\nWeight: The overall weight of the type of object is also evaluated. For example, a video would carry more ‘weight’ and thus importance in Facebook’s eyes than a picture or even an audio file. there’s a weight given to each type of Edge. While it has not been confirmed by Facebook, testing has shown that content types that take more time to engage with have higher weight. For example, a “Like” has less engagement weight than a comment, most likely because hitting the “Like” button is a much easier action for a user to decide to do, versus writing a comment. The same analogy applies to photos likely having more weight than just words\nRelevancy: This metric evaluates the level of relationship between you and your friends / fans / customers. For example, fresh content with deep interactions between fans and page owners increase the relevancy factor.\nAll of these factors are used by Facebook to determine the Edge Rank of every object on Facebook.\nWhen you understand how the scoring is done, you can see why having a high EdgeRank, or at least working to improve it over time, is the key to increasing the exposure of your page to Facebook users, driving more traffic to it, and continuously building out your community.\n\nThere are no ‘one size fits all’ approach; each brand must tailor its strategy to fit the demographics, behaviors and interests of its fans and their friends.\nRead more:\n\n \n
  • People who don't understand Twitter think it's all about sharing what you had for lunch, or other miscellaneous trivia. The truth is, it's about having conversations about the things that interest you,15 Billion Tweets at the end of May\n \n \n \n•465 million accounts\n•175 million tweets a day\n•7 M Canadians\n \n
  • personalize your account before you begin interacting with and following people. Before you add your information, your account will look inactive, and if you start following people without a personalized profile, your chances of being followed back will decrease dramatically.\npicture, avatar For your URL, or web address \nIn the Bio section, be as descriptive as possible\n\nBe upfront of when you will be there \n\n\nTry not be an ‘egg head’ it is important to have your face or brand representation on twitter. Make it your own!\n\n\n\n
  • Include your office hours. website address\n
  • if more than one person is tweeting from the account you can include peoples names and abbreviations \n
  • Comes directly to you\nIf middle of a tweet it is called a mention\nPeople that will see the @reply will be all the people that follow that person. If not following that person they will not see it!\n\nIf you want everyone to see it you need to not have the @ at the beginning !! \nMore important ones should include a “.” In front of the @\n\nRT is a great way that you see and make it apparent to your audience as well\n\nHashtags – engaging around a topic, a number of people can get involved whether or not they follow certain people. \n\n\n
  • You can't add anything to the tweet -- your opinion, why you felt it retweet-worthy, what you'd like to point out or add -- at all. Being able to add to the initial tweet is a really important aspect of retweets that Twitter missed when they built the RT function.\nIt also misses the important relationship-building role that RTs play. With automatic RTs, the person you're retweeting won't know it unless they habitually check their "Your Tweets, retweeted" tab.\n\n
  • gathered a statistically significant sample set (see below for confidence intervals) of more than 10,000 tweets that did not start with an "@" sign, and I did some analysis.\nFirst, I looked at the percentage of tweets that were retweeted and found that 51% of tweets that included "Please ReTweet" were retweeted more than once, 39% of those including "Please RT" were retweeted more than once, and only 12% of tweets that included neither were retweeted more than once.\nThis data shows, with 99% confidence, that tweets including either "Please ReTweet" or "Please RT" are more likely to get retweeted than tweets without those phrases.\n\nRead more:\n\nDon’t ask for RTs on a regular basis! \n\n\n
  • Can use these to track how many people have clicked on and shared to see how effective your tweets are\n\n
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  • I prefer Hootsuite over Tweetdeck for monitoring Twitter. You can set up separate tabs to organize topics and under each tab you can create multiple keyword searches, locations searches, etc. Much better than organizing your searches through Tweetdeck. Hootsuite's iPhone app is much more user-friendly than Tweetdeck's and the Hootsuite iPad app is great.\nWhen managing multiple accounts, the easier it is to send off (or schedule) a quick update and ensure it’s being sent from the right account is imperative. TweetDeck has the most user-friendly update process.\nHootSuite uses a simple column layout. Creating, scheduling and sending updates are a breeze. Each tab can have different columns and searches that are saved to your HootSuite account.\n\\ntweetdeck\nhootsuite\nSeesmic\nTwimbow\n\n\n
  • Always be Listening/ Monitoring conversations\nYour investment is merely that of time. Take the time to hear what people are saying about your business. \n\nTake advantage of the free alerts from Google, Kurrently, YackTrack, Social Mention, Trackur, Hootsuite, icerocket, netvibes and anything that can mash together RSS feeds\n\n \n \n \n \n \n\nBackType - acquired by Twitter July 2011\n\nCreate a account (free) and aggregate as many feeds as necessary to that dashboard. You can set up Google Alerts, Twitter searches, socialmention searches, yahoo! answers searches of people asking questions about your institution, Facebook mentions (through socialmention), youtube uploads, etc., all of which can be organized through netvibes. You can create separate tabs also, so it's easy to separate searches for competitors, other markets, whatever you deem important to monitor.\n\nA dashboard that includes all these searches, organized into topics and keyword searches, is incredibly convenient to glance at each day.\n\n\n\n \n
  • Photo @TheresaThompson\n
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  • By NeoGaboX\n\n
  • It may not seem important to you now, but what you post and share online could come back to haunt you someday when you least expect it. Everything on the internet can be archived, which means it is also searchable. Your online profiles might be just for friends now, but later on, your online content might keep you from getting that scholarship, the job of your dreams or even prevent you from running for public office.\nThink before you post – especially before you post to social networking sites or blogs.\n\n
  • HR is looking online to find out more about you -- using social networking as part of their screening process\n\n \n\nreceive a job offer from the News Journal he shared the good news on social media, quoting from his offer letter on his personal Tumblr blog and using the company's logo in the post, which took the form of a press release\nNews Journal, however. They called Brooks to rescind the offer. Around a quarter to six, [local editor] Phil Freedman called me and told me [the post] was an illegal use of the company logo and I wasn't supposed to quote from the offer letter that I got...and that they wanted to rescind my job offer because of that,\n\nRemember what you post online will stay there.\nProtect your online reputation\ngoogle search yourself\nuntag photos, asking people to remove info about you\nclaim your name, put up accurate info\nmaintain your digital presence so that you look good when people google you\n
  • ," the Internet is in ink, not pencil. "The Social Network,\n\nNo. 1 aspect of all online activity that people miss is that it is permanent. To (paraphrase) a line from the movie "The Social Network," the Internet is in ink, not pencil. Even if someone posts an image online then quickly changes their mind, you never know who else might've seen the photo and taken a screen shot or quickly downloaded the photo.\n\nAlways hesitate for a moment before clicking that upload, post or share button. Ask yourself how you might feel about this photo a year from now\n\n\n\n
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  • AMS Training Social Media Presentation

    1. 1. Social Media #AMStraining May 9th, 2012 May 9th, 2012
    2. 2. Presentation Outline• What is Queen’s doing?• 7 tips for success• Facebook & Twitter specifics• Final thoughts
    3. 3. What is Queen’s doing?
    4. 4. Chosen Platforms 9,094 Likes @queensu 12,559 Followers 77 videos with over 170,000 views
    5. 5. Other social media platformsBe  sure  you  have  the  resources  to  maintain  multiple  presences
    6. 6. Chosen Platforms
    7. 7. How are we usingthese platforms...
    8. 8. Overall StrategyBuilding relationships• Answering questions• Sharing information• Asking questions
    9. 9. Listening• What is our audience interested in?• What are they talking about?• Crisis monitoring
    10. 10. Source: Radian6
    11. 11. FacebookHow is the main Queen’s Facebook Page run?• Currently 26 admins• Monitored throughout the day• Other Pages also participate in answering questions that are relevant to them (i.e. Athletics, Campus Computer Store, International Centre, Queen’s Book Store)
    12. 12. Twitter !
    13. 13. ! ! !
    14. 14. @yenhoon 7 Tips for success
    15. 15. Tips for Success 1 Tools last It is important to remember that it is not about the technology ... the tools may change but the underlying concepts of social media will remain the same Worry  about  the  tools  last,  not  first
    16. 16. Tips for Success 2 Have a plan What are your goals? • Engagement • Event awareness How do you plan to do this? • How often do you post? • Who posts it? Duties: producing, posting, sharing, responding Develop  a  strategy  before  you  start
    17. 17. Tips for Success 3 Focus on Content • Have a content calendar or Facebook Group where you keep active to do lists • Make sure content contributors are aware of the style, voice and tone of your content • Repurpose content (student handbooks) this allows you to give new meaning to existing content
    18. 18. Content Calendar
    19. 19. Tips for Success 4 Be present! Social media is 24/7, it is a daily conversation Ensure that you have the resources to monitor and react Understand the platform: What is the behaviour/norm in one platform may not be acceptable in another
    20. 20. Tips for Success 5 Be friendly Have conversations rather than just pushing out your message It is not about talking at people but engaging with them Have a sense of humour It  is  about  listening  &  interacting  vs.  shouting
    21. 21. Tips for Success 6 Choose wisely Whos doing the talking can be as important as the message you put out there, so choose your social media representatives wisely Designate a back-up representative
    22. 22. Tips for Success 7 Promote How will you build your network? Webpages, email signatures Printed materials, business cards Incorporate these new media tools into your overall marketing strategy
    23. 23. Facebook
    24. 24. Facebook Timeline • Timeline for Brands went live March 30th, 2012 • Key features: Cover photo, pinned posts, highlighted posts, milestones
    25. 25. Cover Photo• One of the best new features of the new Facebook pages design
    26. 26. Cover Photo & Profile Picture Specs • Profile Picture size increased from 125 x 125 pixels on April 26th, 2012 • Uploaded image must be a minimum of 180x180 pixels Source: Inside Facebook
    27. 27. • Get creative and incorporate your profile image into your cover image
    28. 28. • Cover photo should be a strong representation of your brand• Use high quality images
    29. 29. • Change it up as much as you want but you should adhere to Facebooks policies regarding cover photos
    30. 30. • Your cover image can’t include: • References to Facebook features or actions, such as “Like” or “Share”, or or an arrow pointing from the cover photo to any of these features • Calls to action, such as "Get it now" or "Tell your friends"
    31. 31. • Your cover image can’t include: • Price or purchase information, such as "40% off" or "Download it at our website" • Contact information such as a website address, email,or information that should go in your Page’s “About” section
    32. 32. • If you don’t select and/or create a cover image your page won’t look its’ best
    33. 33. Facebook Pin• Moves posts to the top of your page• Post will remain at the top for 7 days
    34. 34. Facebook Highlight• Expands posts to cross both columns (843 x 403 pixels)
    35. 35. Custom Apps/Tabs• Upload your own custom images (111 x 74 pixels)• Feature your 3 best apps (can have up to 12)• Use your tab cover images as navigational elements or calls-to-action (“apply today” “like our page”)• About description: up to 170 characters
    36. 36. • Apps have unique URLs• Use apps to provide additional information to your fans• Width of app pages = 810 pixels wide
    37. 37. Content Best Practices • Keep the posts short (80 characters or less!) • Aim for no more than 2 posts in a day - Best to post one in the morning and one in the afternoon • Watch times of postings - try not to post within at least 1 hour of another post Quality  over  Quantity
    38. 38. Images are 2X more engaging than status updatesLeast  engaging  content  type  =  links  
    39. 39. Facebook EdgeRank Algorithm Source: Edgerank checker
    40. 40. Twitter
    41. 41. Account Setup Brand your account• 160 characters choose them wisely!• Use keywords• Link back to your site• Include a photo or a logo
    42. 42. Customizeyourbackground
    43. 43. The Language of Twitter• @ - “at reply” or “mention” – Ex. @CoGro how late are you open tonight? – How late are you open tonight @CoGro – .@CoGro how late are you open tonight?• RT - “retweet”• DM - “direct message”• # - “hashtag”
    44. 44. Twitter Tips If possible don’t use the RT icon – Can’t add anything to the tweet – the person youre retweeting wont know unless they check their connect tab regularly
    45. 45. Twitter Tips• Ask for retweets Source: HubSpot
    46. 46. Twitter Tips • Post content tweets no more than once an hour and do so during high traffic windows • Set up a hashtag before events and remind people during the event what the hashtag is • If you are going to be tweeting a higher volume than normal let your followers know in advance • Use short URLs for links (,,
    47. 47. Conversations on TwitterDo:• Use saved searches to find what is relevant to you• RT content that you find interesting• Comment on others’ content• Follow people you know or whose content you readDon’t:• Follow too many people• Spam people asking them to follow you• Use Twitter as a broadcast tool• Link your Twitter & Facebook accounts
    48. 48. TweetDeck Hootsuite
    49. 49. Social MentionGoogle Alerts Track  your  AddictomaticKurrently online  mentions
    50. 50. Finalthoughts
    51. 51. @yenhoon Digital Footprint Collection of content on the web that represents you
    52. 52. • Don’t repeat personal or confidential information• Complain about clients or colleagues• Flame or use abusive language Be  careful  not  to  react  and  lash  back  because  when   emotions  go  up,  intelligence  goes  down
    53. 53. Source:
    54. 54. Source:
    55. 55. @sparkieblues “The  Internet  is  in  ink,                                                                  not  pencil”      From  “The  Social  Network” Protect your online reputation
    56. 56. Questions?