The Scroll
Hamilton's Social Media Strategy (and
Platform)
elements of a
great
(institutional/brand)
social media strategy?
Research
The Basics
The Basics
•  What's The Problem?
The Basics
•  What's The Problem?
•  Who is the Audience?
The Basics
•  What's The Problem?
•  Who is the Audience?
•  Trying to communicate?
The Basics
•  What's 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
Buy In
Educate & Support
Educate & Support
•  Strategy Understood
Educate & Support
•  Strategy Understood
•  Support Their Projects
Educate & Support
•  Strategy Understood
•  Support Their Projects
•  Top Down/Bottom Up
Educate & Support
•  Strategy Understood
•  Support Their Projects
•  Top Down/Bottom Up
•  High Tides Raise 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
(not 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
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
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 NEws
@Hamilton
Collaborative
Shared Creation
Shared Creation
•  Audience Ideas
Shared Creation
•  Audience Ideas
•  Continued Education
Shared Creation
•  Audience Ideas
•  Continued Education
•  Policy Vs. Guidelines
@Hamilton
Measured
Defined Goals
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
@Hamilton
Q&A
FOr More:
hamilton.edu/thescroll
@jesskry
The Scroll: Hamilton's Social Media Strategy (and Platform)
The Scroll: Hamilton's Social Media Strategy (and Platform)
The Scroll: Hamilton's Social Media Strategy (and Platform)
The Scroll: Hamilton's Social Media Strategy (and Platform)
The Scroll: Hamilton's Social Media Strategy (and Platform)
The Scroll: Hamilton's Social Media Strategy (and Platform)
The Scroll: Hamilton's Social Media Strategy (and Platform)
The Scroll: Hamilton's Social Media Strategy (and Platform)
The Scroll: Hamilton's Social Media Strategy (and Platform)
The Scroll: Hamilton's Social Media Strategy (and Platform)
The Scroll: Hamilton's Social Media Strategy (and Platform)
The Scroll: Hamilton's Social Media Strategy (and Platform)
The Scroll: Hamilton's Social Media Strategy (and Platform)
The Scroll: Hamilton's Social Media Strategy (and Platform)
The Scroll: Hamilton's Social Media Strategy (and Platform)
The Scroll: Hamilton's Social Media Strategy (and Platform)
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The Scroll: Hamilton's Social Media Strategy (and Platform)

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Creating a true strategy for social media can be a very trying effort. Besides choosing the most appropriate channels for your audience, you also have to create content, choose a voice and maintain conversation and engagement at a pretty high level. You also need to decide how loud your audience's voice is in comparison to your own. At Hamilton College, our strategy has turned this idea on its head: what if the audience was the primary content creator and voice? How do we then 'feed the beast' and highlight the great content coming from our campus, our alumni and our communities? Enter 'The Scroll' - Hamilton's home grown moderated social media mash-up (Launching in February). Find out the strategy behind this endeavor, how content is being curated, cultivated and maintained, and how research, buy-in and education lead to its creation.

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The Scroll: Hamilton's Social Media Strategy (and Platform)

  1. 1. The Scroll Hamilton's Social Media Strategy (and Platform)
  2. 2. elements of a great (institutional/brand) social media strategy?
  3. 3. Research
  4. 4. The Basics
  5. 5. The Basics •  What's The Problem?
  6. 6. The Basics •  What's The Problem? •  Who is the Audience?
  7. 7. The Basics •  What's The Problem? •  Who is the Audience? •  Trying to communicate?
  8. 8. The Basics •  What's The Problem? •  Who is the Audience? •  Trying to communicate? •  Success looks like?
  9. 9. Advanced
  10. 10. Advanced •  Current Preferences?
  11. 11. Advanced •  Current Preferences? •  Already Communicate?
  12. 12. Advanced •  Current Preferences? •  Already Communicate? •  Call to Action?
  13. 13. Advanced •  Current Preferences? •  Already Communicate? •  Call to Action? •  Competition?
  14. 14. Advanced •  Current Preferences? •  Already Communicate? •  Call to Action? •  Competition? •  New Tools?
  15. 15. @Hamilton
  16. 16. Buy In
  17. 17. Educate & Support
  18. 18. Educate & Support •  Strategy Understood
  19. 19. Educate & Support •  Strategy Understood •  Support Their Projects
  20. 20. Educate & Support •  Strategy Understood •  Support Their Projects •  Top Down/Bottom Up
  21. 21. Educate & Support •  Strategy Understood •  Support Their Projects •  Top Down/Bottom Up •  High Tides Raise All Boats
  22. 22. @Hamilton
  23. 23. Ability to Implement
  24. 24. Staff/Culture
  25. 25. Staff/Culture •  TIme Commitments
  26. 26. Staff/Culture •  TIme Commitments •  Who Has Control?
  27. 27. Staff/Culture •  TIme Commitments •  Who Has Control? •  Technical Issues
  28. 28. @Hamilton
  29. 29. Branding (not campaign) Focused
  30. 30. Brand Support
  31. 31. Brand Support •  No one Voice outshines
  32. 32. Brand Support •  No one Voice outshines •  Watch the 'One Offs'
  33. 33. Brand Support •  No one Voice outshines •  Watch the 'One Offs' •  Everything Supports
  34. 34. Brand Support •  No one Voice outshines •  Watch the 'One Offs' •  Everything Supports •  Brand, Business & Outcomes
  35. 35. @Hamilton
  36. 36. Authentic
  37. 37. Be Real
  38. 38. Be Real •  No gimmicks!
  39. 39. Be Real •  No gimmicks! •  Low Barrier to Entry
  40. 40. Be Real •  No gimmicks! •  Low Barrier to Entry •  The Good & The Bad
  41. 41. Be Real •  No gimmicks! •  Low Barrier to Entry •  The Good & The Bad •  Timeliness is Crucial
  42. 42. @Hamilton
  43. 43. Integrated
  44. 44. All of The Things
  45. 45. All of The Things •  Easy to Find/join
  46. 46. All of The Things •  Easy to Find/join •  Meaningful Uses
  47. 47. All of The Things •  Easy to Find/join •  Meaningful Uses •  Coord. Conversations
  48. 48. All of The Things •  Easy to Find/join •  Meaningful Uses •  Coord. Conversations •  Incorporate into NEws
  49. 49. @Hamilton
  50. 50. Collaborative
  51. 51. Shared Creation
  52. 52. Shared Creation •  Audience Ideas
  53. 53. Shared Creation •  Audience Ideas •  Continued Education
  54. 54. Shared Creation •  Audience Ideas •  Continued Education •  Policy Vs. Guidelines
  55. 55. @Hamilton
  56. 56. Measured
  57. 57. Defined Goals
  58. 58. Defined Goals •  Vanity Metrics
  59. 59. Defined Goals •  Vanity Metrics •  Positive Sentiment
  60. 60. Defined Goals •  Vanity Metrics •  Positive Sentiment •  Visibility
  61. 61. Defined Goals •  Vanity Metrics •  Positive Sentiment •  Visibility •  Comm via Social
  62. 62. Defined Goals •  Vanity Metrics •  Positive Sentiment •  Visibility •  Comm via Social •  Completed Goals
  63. 63. @Hamilton
  64. 64. Q&A FOr More: hamilton.edu/thescroll @jesskry

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