Justin Tokarski www.gamerphd.com justin@gamerphd.com Created content typology during competitive analysis and determined 8 types and 4 subtypes of message content for social channels. Launched social channels and integrated technical third-party management accounts. Invented a visual and intellectual brand. Devised posting plan documentation. Used photoshop to edit screencaps of social channels for instructional purposes. Defined and provided solutions for market problems, use scenarios, competitive challenges, and future customer needs. Identified target user groups and constructed individual user personas to effectively reach out and recruit new members.

1. Social Media Touchpoint Development Project
AISSIGHCI
ASSOCIATION OF INFORMATION SYSTEMS
SPECIAL INTEREST GROUP
HUMAN COMPUTER INTERACTION

2. AISSIGHCI
• Academic organization focused on
• Developing networks among those in the HCI
field for the discussion and dissemination of
information among members
• Promoting research in the area of HCI
• 6 official AISSIGHCI conferences

3. Project Goals
1. Create Facebook and Twitter accounts for
AISSIGHCI
• Create accounts with supporting services
– Hootsuite, gmail, google drive, and google calendar
2. Use these accounts to strengthen and extend
the AISSIGHCI professional network
• Develop content which helps achieve this goal
3. Provide documentation for the future
account managers to easily transition
ownership while maintaining content
production.

4. Creation of Accounts
• Primary goals
– Maintain consistency in naming and visuals
– Connect these accounts through multiple channels
• Found a simple naming convention available on Facebook,
Twitter, and gmail.
• Consulted with the client to find an acceptable modification
to the logo which more complimentary to the primarily white
backgrounds of Facebook and Twitter.

5. The Accounts

6. The Accounts

7. Connecting Accounts
• Hootsuite
– Easy to interact with both accounts
– Can automate posts
• Google calendar
– Has annual events which can be use for both
accounts
• Google Drive
– Tables created for organizing relevant links for
cross posting and the accompanying text

8. Creating Content
• Developing Content Typology
– Identified two academic organizations with
successfully Facebook and Twitter accounts
• We determined success by scanning the number of
likes, amount of content being produced, and level of
engagement
• After determining success, we analyzed several weeks
worth of posts on the Facebook and Twitter accounts of
both groups and developed a typology for categorized
the posts

9. The Typology
• 5 Main Categories and 13 sub-categories

10. Typology
• Professional
Field
– SIGHCI Member
Research
– Upcoming
Conferences
– Upcoming
Events
– Spotlight Pieces
– Professional
Achivement
• Brand Awareness
– Professional
Endorsement
– History
– Operations
• Organizational
Updates
– Tech Updates
• Engagement
– Student
Focused
– Professional
Development
• Seasonal
– Historic Events
– Holiday Events

11. Pushing Content
• Frequency of posting and proportion of posts
falling under each category
– Developed out of the typology data
• Developed a posting schedule
– Three weekly posts on Facebook
• Monday, Wednesday, and Friday at noon
– Three weekly posts on Twitter
• Monday, Wednesday, and Friday at noon
– This is a minimum posting schedule
• Does not account for Seasonal Posts and
sharing/retweeting

12. Professional Field
• Most common postings
– Accounts for roughly 70% of posts
• SIGHCI Member Research
– Research which has at least one SIGHCI member
author
• Upcoming conferences
– Post information regarding any HCI relevant
conferences
– Focus primarily on AISSIGHCI conferences with
multiple messages and reminders
• Spotlight pieces
– Short bio posts on members of the HCI field
– Focus primarily on AISSIGHCI members
• Professional Achievement
– Posts acknowledging important work or awards given
to professionals in the HCI field

13. Brand Awareness
• Less frequent posts
– Can function as a fill post if one unavailable or
more posts are needed
• Professional Endorsement
– Instances an HCI professional mentioning
AISSIGHCI or an official AISSIGHCI conference
• History
– Posts regarding the history of AISSIGHCI
– Different from anniversary posts
• Operations
– Posts regarding conference preparation and
other organizational business

14. Engagement
• Second most common type of posts
– Constitutes roughly 30% of posts
• Student Focused
– Professional opportunities for students
– Invitations to participate in events
– Posts beneficial to student’s development
• Professional Development
– Professional opportunities for those in the HCI
field
• Not conference opportunities
– Posts beneficial to academic teaching practices

15. Organizational Updates and Seasonal
Posts
• Tech Updates
– Info regarding any changes, downtime, or
functional issues with the AISSIGHCI website
or social media accounts
• Seasonal Posts
– Historic Events
• Posts recognizing important events in the history
of HCI
– Holiday events
• Posts regarding holidays or other culturally note
worthy days

16. Building the Network
• Liking and following fellow AISSIG
organizations
• Sent out invitations emails to AISSIGHCI
members
• Messaging related organizations (e.g. AIS
student chapters) inviting them to engage
with the social media accounts.

17. Deliverable Documentation
• Data regarding social media account analysis
for NCA and SIGGRAPH
– Data interpretation for posting guidelines
• Example posts for each category
• Directions for using the interfaces for
Hootesuite, Facebook, and Twitter
• Email templates for contacting Spotlight poste
candidates
• Message templates for connecting with other
related social media accounts or groups

18. Social Media Account Transition
• 12 month automated posting plan
– A set of 4 automated Facebook posts per month
and 8 automated Twitter posts per month
• Spotlight
• Seasonal
• AISSIGHCI Member Research
– Ensures content in the event that the social
media account manager does not update the
accounts with new content
• A Google Calendar with the Seasonal posts
listed as annual events
– Easy resource for producing automated posts
several months in advance

19. Social Media Account Transition
• Documents for easy organization of posting
data with accompanying instructions
– Links
– Posting text
– Posting dates
• Collection of relevant SIGHCI member
research, papers, publications, etc. for easy
production of content
• Collection of relevant hashtags and their uses

20. Thank you
Questions?