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Strategy at the 

CORE of Social Success
Chris Barrows - July 23rd, 2015
Social Media Strategies Summit - Higher Education
Chris Barrows (@CBarrows)
Photo Credit: Sy Aybudu
Who Am I?
Digital Communications Group
Photo Credit: Flickr User - DSkley
The NYU Social Team
Photo Credit: Flickr User - DSkley
The STRATEGY
FIRST System
Where’s my strategy?
DUDE
Photo Credit: eastsidepatch.com
Strategy = Recipe for Success
Photo Credit: Flickr User - Cubina
Defining STRATEGY“A plan of action to achieve
a MAJOR or OVERALL AIM”
Photo Credit: Flickr User - falequin

*photo has been altered
Social Strategy at NYU
NYU Social Strategy Overview - 2014/2015
We don’t have all of space and time…
Photo Credit: Flickr User - Rooners
A strong strategy
Photo Credit: Flickr User - Cubina
TIME
takessaves
The 4 Steps to Strategy First
1. DefineYour Purpose
2. Establish Goals
3. Create An Action Plan
4. Evaluate and Evolve
Define your PURPOSE
Photo Credit: Flickr User - epsos
We work in a crowded space…
Photo Credits: Flickr User - 83794824@N07
Purpose makes us
UNIQUE
DRIVES
STRATEGY
and
DEFINES
VALUES
and ultimately…
Purpose also helps us
define our VOICE
Photo Credits: Flickr User - D_T_Black
?
ASK YOURSELF!
• What is the purpose of my
organization? What do we
value?
• How can our strategy
support the organizatio...
Establish GOALS
Photo Credit: Flickr User - RachelPasche
Goals Help Us Reach
Out Destination
Photo Credit: Flickr User - Keylosa
- Align goals with your organization PURPOSE and VALUES
- Ensure goals are MEASURABLE
...
AlignYour Goals &Values
AlignYour Goals &Values
allow you to define SUCCESS or FAILURE
Measurable Goals
NYU Instagram Strategies - 2013/2014 and 2014/2015
Example: Measurable Goals
and it’s ok to fail!
Be Realistic
Things to Think About
» How much time can we dedicate to this
strategy? 

» How many team members will be inv...
» Start and end date

» Check-in points
TIMELINE REQUIREMENTS
Set A Timeline
NYU Instagram Launch Strategies
Set A Timeline
?
ASK YOURSELF!
•What would we like to
accomplish? 

•How will we measure these
potential accomplishments?
Create an ACTION PLAN
Strategy Turns IDEAS Into ACTION
Photo Credit: Flickr User - Keylosa
Flickr User: Curtis PerryPhoto Credit: Flickr User - Curtis Perry
Your Action Plan IS Your Roadmap
» Be specific

» Assign roles to actions

» Provide/build support documentation
Photo Credit: Flickr User - Adam Clarke
Key...
NYU Facebook Strategy - 2013/2014Photo Credit: Flickr User - Adam Clarke
Keys to Building an Action Plan
Keys to Building an Action Plan
» Search #NYU and respond to at least five 

twitter users per day

» Use Instagram video f...
Photo Credit: Flickr User - Peter J Lambert
Assign Roles
Photo Credit: Flickr User - Peter J Lambert
Provide Support Documentation
NYU Social Media Style Guide - 2014/2015
Photo Credit: Flickr User - Peter J Lambert
Provide Support Documentation
Photo Credit: Flickr User - Peter J Lambert
Provide Support Documentation
University Identity - Style Guide
Photo Credit: Flickr User - Peter J Lambert
Provide Support Documentation
Alumni Content Matrix
Photo Credit: Flickr User - Peter J Lambert
Provide Support Documentation
University Identity - Style Guide
1. Visit nyu.e...
Photo Credit: Flickr User - Peter J Lambert
Provide Support Documentation
» Social Response Guide
»includes Crisis Respons...
?
ASK YOURSELF!
• Are these actions
realistic within your
team’s workflow?

• What actions can you
take to work towards
you...
EVALUATE and EVOLVE
Photo Credit: Flickr User - 19347622@NOO
Utilize A/B Testing
» What worked?
» What didn’t work?
Photo Credit: DMVFollowers
Conducting Your Evaluation
Photo Credit: Flickr User - Nancy
Use Analytics to 

Measure Success
Photo Credit: Flickr User - Nicmcphee
Revise Actions (Accordingly)
Example: Foursquare at NYU
Photo Credit: Flickr User - Nicmcphee
Example: Foursquare at NYU
» Prior to new “Swarm” app, NYU had over
15k “check-ins” ...
Photo Credit: Flickr User - Dharder9475
Document Social Campaigns
Documenting Campaigns
Things To Highlight
» What worked? What didn’t?

» Comparisons (if possible) to previous
campaigns 
...
#CongratagradNYU Campaign
?
ASK YOURSELF!
• What changes did you
have to make throughout
your plan? (if any) and
did they help?

• Did you meet your...
Twitter: @CBarrows
Photo Credit: Sy Aybudu
Thank You!
Email: Chris.Barrows@nyu.edu
Strategy at the Core of Social Success (SMSS - Higher Education)
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Strategy at the Core of Social Success (SMSS - Higher Education)

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Strategy is far too often ignored in Higher Education. It's great to create social media accounts - but if there isn't a plan - they likely aren't to succeed.

Note: Due to the design of this presentation in terms of movement - some slides do not appear optimally.

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Strategy at the Core of Social Success (SMSS - Higher Education)

  1. 1. Strategy at the 
 CORE of Social Success Chris Barrows - July 23rd, 2015 Social Media Strategies Summit - Higher Education
  2. 2. Chris Barrows (@CBarrows) Photo Credit: Sy Aybudu Who Am I?
  3. 3. Digital Communications Group Photo Credit: Flickr User - DSkley
  4. 4. The NYU Social Team Photo Credit: Flickr User - DSkley
  5. 5. The STRATEGY FIRST System
  6. 6. Where’s my strategy? DUDE Photo Credit: eastsidepatch.com
  7. 7. Strategy = Recipe for Success Photo Credit: Flickr User - Cubina
  8. 8. Defining STRATEGY“A plan of action to achieve a MAJOR or OVERALL AIM”
  9. 9. Photo Credit: Flickr User - falequin
 *photo has been altered
  10. 10. Social Strategy at NYU NYU Social Strategy Overview - 2014/2015
  11. 11. We don’t have all of space and time… Photo Credit: Flickr User - Rooners
  12. 12. A strong strategy Photo Credit: Flickr User - Cubina TIME takessaves
  13. 13. The 4 Steps to Strategy First 1. DefineYour Purpose 2. Establish Goals 3. Create An Action Plan 4. Evaluate and Evolve
  14. 14. Define your PURPOSE
  15. 15. Photo Credit: Flickr User - epsos We work in a crowded space…
  16. 16. Photo Credits: Flickr User - 83794824@N07 Purpose makes us UNIQUE DRIVES STRATEGY and DEFINES VALUES and ultimately…
  17. 17. Purpose also helps us define our VOICE Photo Credits: Flickr User - D_T_Black
  18. 18. ? ASK YOURSELF! • What is the purpose of my organization? What do we value? • How can our strategy support the organization at large? • What’s our social voice? What do we sound like?
  19. 19. Establish GOALS
  20. 20. Photo Credit: Flickr User - RachelPasche Goals Help Us Reach Out Destination
  21. 21. Photo Credit: Flickr User - Keylosa - Align goals with your organization PURPOSE and VALUES - Ensure goals are MEASURABLE - Be REALISTIC - Set A TIMELINE Strategic Goal Setting
  22. 22. AlignYour Goals &Values
  23. 23. AlignYour Goals &Values
  24. 24. allow you to define SUCCESS or FAILURE Measurable Goals
  25. 25. NYU Instagram Strategies - 2013/2014 and 2014/2015 Example: Measurable Goals
  26. 26. and it’s ok to fail!
  27. 27. Be Realistic Things to Think About » How much time can we dedicate to this strategy? 
 » How many team members will be involved?
 » What kind of budget are we working with?
 » Do we have the leadership’s support?
  28. 28. » Start and end date
 » Check-in points TIMELINE REQUIREMENTS Set A Timeline
  29. 29. NYU Instagram Launch Strategies Set A Timeline
  30. 30. ? ASK YOURSELF! •What would we like to accomplish? 
 •How will we measure these potential accomplishments?
  31. 31. Create an ACTION PLAN
  32. 32. Strategy Turns IDEAS Into ACTION Photo Credit: Flickr User - Keylosa
  33. 33. Flickr User: Curtis PerryPhoto Credit: Flickr User - Curtis Perry Your Action Plan IS Your Roadmap
  34. 34. » Be specific
 » Assign roles to actions
 » Provide/build support documentation Photo Credit: Flickr User - Adam Clarke Keys to Building an Action Plan
  35. 35. NYU Facebook Strategy - 2013/2014Photo Credit: Flickr User - Adam Clarke Keys to Building an Action Plan
  36. 36. Keys to Building an Action Plan » Search #NYU and respond to at least five 
 twitter users per day
 » Use Instagram video feature to introduce 
 #NYUMoment video campaign BE SPECIFIC - EXAMPLES Photo Credit: Flickr User - Adam Clarke
  37. 37. Photo Credit: Flickr User - Peter J Lambert Assign Roles
  38. 38. Photo Credit: Flickr User - Peter J Lambert Provide Support Documentation NYU Social Media Style Guide - 2014/2015
  39. 39. Photo Credit: Flickr User - Peter J Lambert Provide Support Documentation
  40. 40. Photo Credit: Flickr User - Peter J Lambert Provide Support Documentation University Identity - Style Guide
  41. 41. Photo Credit: Flickr User - Peter J Lambert Provide Support Documentation Alumni Content Matrix
  42. 42. Photo Credit: Flickr User - Peter J Lambert Provide Support Documentation University Identity - Style Guide 1. Visit nyu.edu/socialmedia To view resources mentioned: 2. Click “Training and Support”
  43. 43. Photo Credit: Flickr User - Peter J Lambert Provide Support Documentation » Social Response Guide »includes Crisis Response
 » Contact Lists
 » One-pagers (help guides) OTHER RESOURCES
  44. 44. ? ASK YOURSELF! • Are these actions realistic within your team’s workflow?
 • What actions can you take to work towards your goals?
  45. 45. EVALUATE and EVOLVE
  46. 46. Photo Credit: Flickr User - 19347622@NOO Utilize A/B Testing
  47. 47. » What worked? » What didn’t work? Photo Credit: DMVFollowers Conducting Your Evaluation
  48. 48. Photo Credit: Flickr User - Nancy Use Analytics to 
 Measure Success
  49. 49. Photo Credit: Flickr User - Nicmcphee Revise Actions (Accordingly)
  50. 50. Example: Foursquare at NYU
  51. 51. Photo Credit: Flickr User - Nicmcphee Example: Foursquare at NYU » Prior to new “Swarm” app, NYU had over 15k “check-ins” per month 
 »Saw an 80%+ decline in “check-ins” » Determined less focus on Foursquare was needed. WHAT HAPPENED?
  52. 52. Photo Credit: Flickr User - Dharder9475 Document Social Campaigns
  53. 53. Documenting Campaigns Things To Highlight » What worked? What didn’t?
 » Comparisons (if possible) to previous campaigns 
 » Success or failure of defined goals
 » Additional links and resources
  54. 54. #CongratagradNYU Campaign
  55. 55. ? ASK YOURSELF! • What changes did you have to make throughout your plan? (if any) and did they help?
 • Did you meet your goals at the end of your defined period.
  56. 56. Twitter: @CBarrows Photo Credit: Sy Aybudu Thank You! Email: Chris.Barrows@nyu.edu

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