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Brand Evolution Through
Social: The Scroll
Tweet: #MCS5
#heweb13 & @jesskry
Jess Krywosa
Director of Interactive Content Strategy
Hamilton College
hamilton.edu/thescroll
What are the 

elements of a 

great 

(institutional/brand) 

social media strategy?
Research
The Basics
The Basics
•  What is “The Problem”?
The Basics
•  What is “The Problem”?

•  Who is the audience?
The Basics
•  What is “The Problem”?

•  Who is the audience?

•  Trying to communicate?
The Basics
•  What is “The Problem”?
•  Who is the audience?
•  Trying to communicate?
•  Success looks like?
Advanced
Advanced
•  Current preferences?
Advanced
•  Current preferences?
•  Already communicate?
Advanced
•  Current preferences?
•  Already communicate?
•  Call to action?
Advanced
•  Current preferences?
•  Already communicate?
•  Call to action?
•  Competition?
Advanced
•  Current preferences?
•  Already communicate?
•  Call to action?
•  Competition?
•  New tools?
@Hamilton
@Hamilton
@Hamilton
@Hamilton
Buy In
Educate & Support
Educate & Support
•  Teach strategy
Educate & Support
•  Teach strategy
•  Support their projects
Educate & Support
•  Teach strategy
•  Support their projects
•  Top down/bottom up
Educate & Support
•  Teach strategy
•  Support their projects
•  Top down/bottom up
•  High tides lift all boats
@Hamilton
Ability to
Implement
Staff/Culture
Staff/Culture
•  Time commitments
Staff/Culture
•  Time commitments
•  Who has control?
Staff/Culture
•  Time commitments
•  Who has control?
•  Technical issues
@Hamilton
Branding
(campaign)
Focused
Brand Support
Brand Support
•  No one voice outshines
Brand Support
•  No one voice outshines
•  Watch the ‘one offs’
Brand Support
•  No one voice outshines
•  Watch the ‘one offs’
•  Everything supports
Brand Support
•  No one voice outshines
•  Watch the ‘one offs’
•  Everything supports
•  Brand, business & outcomes
@Hamilton
@Hamilton
Authentic
Be Real
Be Real
•  No gimmicks!
Be Real
•  No gimmicks!
•  Low barrier to entry
Be Real
•  No gimmicks!
•  Low barrier to entry
•  The good & the bad
Be Real
•  No gimmicks!
•  Low barrier to entry
•  The good & the bad
•  Timeliness is crucial
@Hamilton
@Hamilton
@Hamilton
Integrated
All of The Things
All of The Things
•  Easy to find/join
All of The Things
•  Easy to find/join
•  Meaningful uses
All of The Things
•  Easy to find/join
•  Meaningful uses
•  Coord. conversations
All of The Things
•  Easy to find/join
•  Meaningful uses
•  Coord. conversations
•  Incorporate into other areas
@Hamilton
@Hamilton
Collaborative
Shared Creation
Shared Creation
•  Audience ideas
Shared Creation
•  Audience ideas
•  Continued education
Shared Creation
•  Audience ideas
•  Continued education
•  Policy vs. guidelines
• 
@Hamilton
@Hamilton
Measured
Defined Goals
Defined Goals
•  Vanity metrics
Defined Goals
•  Vanity metrics
Defined Goals
•  Vanity metrics
•  Positive sentiment
Defined Goals
•  Vanity metrics
•  Positive sentiment
•  Visibility
Defined Goals
•  Vanity metrics
•  Positive sentiment
•  Visibility
•  Comm via social
Defined Goals
•  Vanity metrics
•  Positive sentiment
•  Visibility
•  Comm via social
•  Completed goals
Q&A
For More:
hamilton.edu/thescroll
#GetScrolled
@jesskry
Brand Evolution Through Social: The Scroll
Brand Evolution Through Social: The Scroll
Brand Evolution Through Social: The Scroll
Brand Evolution Through Social: The Scroll
Brand Evolution Through Social: The Scroll
Brand Evolution Through Social: The Scroll
Brand Evolution Through Social: The Scroll
Brand Evolution Through Social: The Scroll
Brand Evolution Through Social: The Scroll
Brand Evolution Through Social: The Scroll
Brand Evolution Through Social: The Scroll
Brand Evolution Through Social: The Scroll
Brand Evolution Through Social: The Scroll
Brand Evolution Through Social: The Scroll
Brand Evolution Through Social: The Scroll
Brand Evolution Through Social: The Scroll
Brand Evolution Through Social: The Scroll
Brand Evolution Through Social: The Scroll
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Brand Evolution Through Social: The Scroll

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Brand Evolution Through Social: The Scroll

  1. 1. Brand Evolution Through Social: The Scroll
  2. 2. Tweet: #MCS5 #heweb13 & @jesskry
  3. 3. Jess Krywosa Director of Interactive Content Strategy Hamilton College
  4. 4. hamilton.edu/thescroll
  5. 5. What are the elements of a great (institutional/brand) social media strategy?
  6. 6. Research
  7. 7. The Basics
  8. 8. The Basics •  What is “The Problem”?
  9. 9. The Basics •  What is “The Problem”? •  Who is the audience?
  10. 10. The Basics •  What is “The Problem”? •  Who is the audience? •  Trying to communicate?
  11. 11. The Basics •  What is “The Problem”? •  Who is the audience? •  Trying to communicate? •  Success looks like?
  12. 12. Advanced
  13. 13. Advanced •  Current preferences?
  14. 14. Advanced •  Current preferences? •  Already communicate?
  15. 15. Advanced •  Current preferences? •  Already communicate? •  Call to action?
  16. 16. Advanced •  Current preferences? •  Already communicate? •  Call to action? •  Competition?
  17. 17. Advanced •  Current preferences? •  Already communicate? •  Call to action? •  Competition? •  New tools?
  18. 18. @Hamilton
  19. 19. @Hamilton
  20. 20. @Hamilton
  21. 21. @Hamilton
  22. 22. Buy In
  23. 23. Educate & Support
  24. 24. Educate & Support •  Teach strategy
  25. 25. Educate & Support •  Teach strategy •  Support their projects
  26. 26. Educate & Support •  Teach strategy •  Support their projects •  Top down/bottom up
  27. 27. Educate & Support •  Teach strategy •  Support their projects •  Top down/bottom up •  High tides lift all boats
  28. 28. @Hamilton
  29. 29. Ability to Implement
  30. 30. Staff/Culture
  31. 31. Staff/Culture •  Time commitments
  32. 32. Staff/Culture •  Time commitments •  Who has control?
  33. 33. Staff/Culture •  Time commitments •  Who has control? •  Technical issues
  34. 34. @Hamilton
  35. 35. Branding (campaign) Focused
  36. 36. Brand Support
  37. 37. Brand Support •  No one voice outshines
  38. 38. Brand Support •  No one voice outshines •  Watch the ‘one offs’
  39. 39. Brand Support •  No one voice outshines •  Watch the ‘one offs’ •  Everything supports
  40. 40. Brand Support •  No one voice outshines •  Watch the ‘one offs’ •  Everything supports •  Brand, business & outcomes
  41. 41. @Hamilton
  42. 42. @Hamilton
  43. 43. Authentic
  44. 44. Be Real
  45. 45. Be Real •  No gimmicks!
  46. 46. Be Real •  No gimmicks! •  Low barrier to entry
  47. 47. Be Real •  No gimmicks! •  Low barrier to entry •  The good & the bad
  48. 48. Be Real •  No gimmicks! •  Low barrier to entry •  The good & the bad •  Timeliness is crucial
  49. 49. @Hamilton
  50. 50. @Hamilton
  51. 51. @Hamilton
  52. 52. Integrated
  53. 53. All of The Things
  54. 54. All of The Things •  Easy to find/join
  55. 55. All of The Things •  Easy to find/join •  Meaningful uses
  56. 56. All of The Things •  Easy to find/join •  Meaningful uses •  Coord. conversations
  57. 57. All of The Things •  Easy to find/join •  Meaningful uses •  Coord. conversations •  Incorporate into other areas
  58. 58. @Hamilton
  59. 59. @Hamilton
  60. 60. Collaborative
  61. 61. Shared Creation
  62. 62. Shared Creation •  Audience ideas
  63. 63. Shared Creation •  Audience ideas •  Continued education
  64. 64. Shared Creation •  Audience ideas •  Continued education •  Policy vs. guidelines
  65. 65. • 
  66. 66. @Hamilton
  67. 67. @Hamilton
  68. 68. Measured
  69. 69. Defined Goals
  70. 70. Defined Goals •  Vanity metrics
  71. 71. Defined Goals •  Vanity metrics
  72. 72. Defined Goals •  Vanity metrics •  Positive sentiment
  73. 73. Defined Goals •  Vanity metrics •  Positive sentiment •  Visibility
  74. 74. Defined Goals •  Vanity metrics •  Positive sentiment •  Visibility •  Comm via social
  75. 75. Defined Goals •  Vanity metrics •  Positive sentiment •  Visibility •  Comm via social •  Completed goals
  76. 76. Q&A For More: hamilton.edu/thescroll #GetScrolled @jesskry

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