This document summarizes lessons learned from two social media campaigns and provides guidance on developing an effective social media strategy. It discusses how to plan a campaign with key components like objectives, content creation, and evaluation. Examples are given of a dairy consumption campaign that used Facebook, events, and promotional items, with Facebook and promotional items being most influential. The importance of understanding your audience, aligning with organizational priorities, and using multiple social media platforms is emphasized. An effective social media strategy considers audience needs and interests, organizational goals, and creatable sharable content.

1. The Increasing
Importance of
Content & Strategy:
lessons learned from two
social media campaigns
NEAFCS Webinar / March 20th, 2014
Jamie Seger, Ohio State University Extension FCS Educator and Ed Tech Specialist

2. BACK CHANNEL READY
@techie_jamie
http://u.osu.edu/
extensionedtech

3. THERE ARE MANY CHANNELS COMPETING FOR ATTENTION

5. THERE ARE MANY CHANNELS COMPETING FOR ATTENTION

6. AUDIENCE IS ALSO CONNECTED TO EACH OTHER

7. AUDIENCE IS ALSO CONNECTED TO EACH OTHER

8. Topics:
- Social Media Campaign Examples
- Impact & Key Takeaways
- Social Media Strategy

9. SOCIAL MEDIA
CAMPAIGN EXAMPLES

11. CAMPAIGN COMPONENTS
• Literature Review
• Social Media Toolkit
• Campaign Timeline
• Posting Schedule (Calendar)
• Evaluation Plan
• Marketing/Recruitment E-Mails & Materials to FCS Professionals
• Campaign Promo YouTube Video
• Press Release
• Basecamp Project Site
• Facebook Group Page

17. Even though we reached
people in all corners of
the globe, there was still
a significant local impact.

18. Key BTK
Takeaways

19. Lay your groundwork with followers ahead of time.

20. Know your audience.

21. Facebook fan pages should fill a niche or interest area.

22. Mind the calendar and clock.

23. EXPERIMENT WITH CONTRA-COMPETITIVE TIMING
Source: Zarrella, “The Science of Marketing”

24. Use multiple page administrators.

25. Don’t take yourself too seriously.

26. Be visual and interactive.

27. Be strategic – post with your desired results in mind.

28. Keep campaigns short.

31. Research Question:
• Will the implementation of a campus-
wide social media campaign increase
student awareness of the importance
of consuming the recommended
amount of dairy products and which
campaign components will be the
most effective at doing so?

32. Marketing: Posters & Flyers
Placed in dorm buildings, Rec
Center, and campus buildings

35. CAMPAIGN
EVENTS

51. SOCIAL
MEDIA

63. DAIRY CAMPAIGN
STUDENT SURVEY

65. 0
10
20
30
40
How did you hear about the campaign?

66. 60%
52%
47%
0%
10%
20%
30%
40%
50%
60%
70%
Promo Items Posters & Flyers Events
Top 3 Most Influential Campaign Tools
*Facebook = 27%

67. 0
5
10
15
20
25
30
35
40
45
50
More aware
of the
importance
of eating
and drinking
dairy.
More likely
to include
dairy into
daily eating
habits.
Awareness
of milk
vending
machines
increased.
Strongly Agree or
Agree
Neutral
Disagree or Strongly
Disagree
Gauging Awareness…

68. What could be added to future campaigns?

69. SOCIAL MEDIA
STRATEGY

70. http://go.osu.edu/smstrategyform

71. Who is my audience? What do they care about?

73. What does Extension want me to talk about?

74. • University Discovery Themes
• Extension Signature Programs
• College Priority areas
• Water Quality
• Shale Energy
• Food Security
Prime
Social Media
Content
Audience
Needs
Organization
Priorities
• Canning Food
• Food
• Lawn Care
• Gardening
• Family Finances
• Negotiating Leases
• Nutrition
• Mommies
• The bug eating my
tomatoes

75. What is/are my Objective(s)?
• Change behavior
• Take action
• Raise awareness
• Give money

77. What sharable content can I create? What is my
content “Hub?”
• Blog
• Video
• Photos
• Web Sites
• “Content Curators”

78. What social networks does my audience use?

79. PEW RESEARCH CENTER
http://go.osu.edu/pewsmdemo

80. For more information:
https://u.osu.edu/extensionedtech

82. QUESTIONS?
seger.23@osu.edu
@techie_jamie
slideshare.com/jamieseger
u.osu.edu/extensionedtech
u.osu.edu/jamieseger