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- 1. Embedding Social Media into Your Communications Strategy
- 2. Mike Petroff Digital Content Strategist, Harvard University @mikepetroff Nice to meet you!
- 3. “ Developing your social media strategy, in a nutshell.
- 4. Our social media strategy is to… ◉ develop community ◉ listen to our community ◉ engage with our audience ◉ establish a brand voice ◉ amplify authentic stories
- 5. Our social media strategy is to… “Ignite the existing community and attract new members by amplifying the experience with relevant and engaging content”
- 6. Our social media strategy is to… “Enhance the customer experience by facilitating authentic conversations”
- 7. Our social media strategy is to… “Target influencers with engaging assets to act as platforms for conversation”
- 9. What social media looks like…
- 10. What social media measures... Why, Facebook, why?
- 11. What we ask social media admins to do… “Please post this on Facebook because no one checks their email.”
- 12. Let’s talk strategy How do you integrate social media more effectively into your broader communications strategy?
- 14. Communications roll-out Objective TacticStrategy Photo: http://tenthlifecats.tumblr.com/ Social Media
- 15. Communications roll-out Objective TacticStrategy Photo: smilingcat01.files.wordpress.com Social Media
- 21. Build Community
- 22. Community ◉Identify communities ◉Establish relationships ◉Make content shareable
- 25. Research and analysis Twitter Advanced Search
- 26. Research and analysis Twitter Advanced Search
- 27. Research and analysis Worldcam (Worldc.am)
- 28. Crowd-sourced content “Some typical things Berklee students do in a 24 hour period.”
- 29. Crowd-sourced content “A big thank you to everyone in our community that helped capture #HarvardinAutumn this year.”
- 31. Build Awareness
- 32. Awareness ◉Increase reach ◉Target audiences ◉Make content clickable
- 33. Increase reach Your audience is your best distribution engine. Make your web content transition smoothly into social media. Tip #1:
- 34. Increase reach An email to an influencer can sometimes be more important than a Tweet to your entire audience. Tip #2:
- 35. Increase reach Shift from this...
- 36. Increase reach … to this.
- 37. Place your screenshot here Know your metadata Facebook Open Graph Twitter Cards
- 41. Audience Targeting Reach the intended audience.
- 43. Interests • Targeted: U.S., Canada, most MLB teams • Post reach: 33% non-fans (average is about 20%) • Post engagement rate double the average
- 45. Build Affinity
- 46. Affinity ◉Shift opinions ◉Encourage loyalty ◉Make content meaningful
- 47. Content with meaning Oklahoma State University “It’s time to share your #ORANGE love, We want to hear from you!”
- 48. School pride Texas A&M University Aggies participated in the ultimate Aggie moment: playing the school’s war hymn at their place of work, home, or their chosen location.
- 49. Editorial calendar Colorado State University “This Valentine's Day, we set out to find CSU sweethearts who both work on campus. Here's how well they know one another.”
- 50. Encourage loyalty Boston University “24-hour fundraising drive to benefit the BU Annual Fund” https://givingday.bu.edu/
- 51. Encourage loyalty Harvard Alumni Association Housing Day Challenge 2015: How did living in your House shape your experience at Harvard?
- 52. Ultimate goal
- 54. Things you can do today Use social media tools to research audiences Find user-generated content and influencers Think about why someone would share your content
- 55. Community ◉Identify communities ◉Establish relationships ◉Make content shareable
- 56. Awareness ◉Increase reach ◉Target audiences ◉Make content clickable
- 57. Affinity ◉Shift opinions ◉Encourage loyalty ◉Make content meaningful
- 58. Shareable, Clickable, and Meaningful Make content that is:
- 60. Any questions ? Find me at: ◉ @mikepetroff ◉ mikepetroff.com Thanks!
Editor's Notes
- Identify communities (SocialRank, listening)
- Identify communities (SocialRank, listening)
- Identify communities (SocialRank, listening)
- Identify communities (SocialRank, listening)
- Identify communities (SocialRank, listening)