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Social Media Overview, Analysis and Recommendations
Provided by:
Recommendations Outline
PART I: Broad Overview of Current Strengths and Best Practices
PART 2: Twitter Analysis, Assessmen...
Part 1: Overview
Broad Overview of Current Strengths and Best Practices
#WillPower
Outline
1. Overall social media goals
2. Current strengths and areas to improve
3. Strategic institutional soci...
Overall Social Media Goals
Overall Social Media Goals For Each Platform
1. Raise brand awareness and enhance perception through great content
2. Boos...
Key Audience Goals
William Paterson has multiple audiences:
• Prospective students and parents
• Students, faculty and sta...
Current Strengths & Areas To Improve
1. University Policy/Guidelines
2. Directory of Accounts
3. Using Twitter for Client Service
WP Already Has A Good Handle ...
Areas To Improve Include:
1. Integration of social media into all communication
2. Consistency of messaging across platfor...
Strategic Institutional Social Media
Standards
Guidelines For Management
Think of social as more than a silo or platform: it is also content about you from others, conte...
Recommended Best Practices
1. Institutional brand messaging across all platforms (icons, cover photos, headers, descriptio...
1. Content reach (how far it travels beyond your initial posting of it)
a) Organic shares
b) Organic comments
2. Participa...
Moving Forward With The Brand In
Social
A. Social needs to be fed, not passive
B. Creating great multi-channel content should be the focus
over boosting likes or ...
Social Integration: Content
Investment
Create content for ‘Will.Power’ guided by the Brand Positioning Statement:
1. “...vigorously challenges students to discov...
Social Integration: Content Investment
Options For Creating Content
1. Multi use web stories with multimedia
2. Multi use ...
Social Integration: Content Investment
Leveraging Content in Social
1. Spur conversation
2. Ask others to participate
3. P...
Parts II, III, IV: Platform
Recommendations
Recommendations That Apply To
All Platforms
Use bit.ly Links
Using bit.ly allows for the shortening of links as well as the ability to track them. Set up a bit.ly acc...
Part 2: Twitter Analysis, Assessment
and Recommendations
Twitter Blueprint
Index
2. Audit and Assessment of William Paterson Twitter Presence and
Activity
3. Competitive Analysis
4. Key Insights ba...
@WPUNJ_EDU
Fuseideas performed a competitive analysis of the @WPUNJ_EDU and
@TwillyP accounts, matching them against Rowan...
Multiple Account Strategy
William Paterson has multiple accounts across social media platforms, which serve as niche chann...
Multiple Account StrategyOn niche accounts, such as Alumni and Admissions, the focus should solely be on the intended topi...
Potential Human Reach™
Potential Human ReachTM
is just what it sounds like; the potential number of humans your content ma...
BRAND
Followers
1st Degree
Network
Followers’
Followers
2nd Degree
Network
ReTweets
Potential Human Reach™
WP Twitter Audit and Assessment
@WPUNJ_EDU
William Paterson’s Twitter account has
a following of 2,547 which is
approximately 22% of the size of the
stude...
@WPUNJ_EDU
WP is doing well on several fronts:
• Twitter profile is up to date with the
latest layout
• Brand Reply rates a...
@TwillyP
WP’s student-run Twitter account
has roughly the same figures as the
main account with a Twitter
following of appr...
@TwillyP
@TwillyP is doing well with
• Photo/video sharing
• Replying
• ReTweeting

@TwillyP could use help with:
• Gettin...
Competitive Analysis
@RamapoCollegeNJ
Ramapo College employs a user- and SEO-
friendly Twitter handle. They have the
lowest number of Tweets bu...
@KeanUniversity
Kean has an SEO and user-friendly Twitter
handle. They have not updated their
Twitter profile to the new la...
@Montclairstateu
Montclair State University has an SEO and user-
friendly Twitter handle. Montclair State U. has
not updat...
@RowanUniversity
Rowan University has the largest Twitter
following with 9,751 followers. Rowan
University has a head star...
0
2500
5000
7500
10000
Followers
2,4882,2382,547
6,542
7,357
9,751
Rowan Montclair Kean WP TwillyP Ramapo
Rowan Montclair Kean WP TwillyP Ramapo
40% 40%77% 20%22% 41%
Twitter Followers as Percentage of Student Body
0
1000
2000
3000
4000
Tweets
701
2,059
1,407
3,880
1,189
3,814
Rowan Montclair Kean WP TwillyP Ramapo
0
60
120
180
240
Pics/Vids
171
239
109
82
121
82
Rowan Montclair Kean WP TwillyP Ramapo
0
0.075
0.15
0.225
0.3
% of Tweets with Pics/Vids
24%
17%
5%
2%
10%
2%
Rowan Montclair Kean WP TwillyP Ramapo
0
100
200
300
400
Brand Replies
61
102
309
22
75
226
Rowan Montclair Kean WP TwillyP Ramapo
0
100
200
300
400
Brand ReTweets
61
192
259
163
332
76
Rowan Montclair Kean WP TwillyP Ramapo
0
1000
2000
3000
4000
Follower ReTweets
622782
1,542
1,941
3,318
554
Rowan Montclair Kean WP TwillyP Ramapo
0
175000
350000
525000
700000
Potential Human Reach*
131,864
197,338
323,283
410,180
697,501
124,983
Rowan Montclair Kean ...
Most Tweets: Kean - 3,880
Most Photos/Videos: TwillyP - 239
Most Following: TwillyP - 1,216
Most Followers: Rowan - 9,751
...
Content Analysis
Top Tweets - WP
Top Hashtags:
#wpunj
#wpunj2014
#twillyp
#willyp
#wp14for14
Top Tweets - TwillyP
Top Hashtags:
#twillyp
#willyp
#twillypizza
#wpunj2014
#wpspringbreak
Top Tweets - Rowan
Top Hashtags:
#rowanfamily
#rowanproud
#motivationmonday
#taxday
#profs
Top Tweets - Kean
Top Hashtags:
#kean
#relayforlife
#keanuniversity
#ncaa
#openhouse
Top Tweets - Ramapo
Top Hashtags:
#rcnj
#ramapocollege
#ramapo
#twr
#roadrunners
Top Tweets - Montclair
Top Hashtags:
#redhawks
#throwbackthursday
#motivationmonday
#followfriday
#msupitch
Key Insights
Conclusions
	 •	 William Paterson is doing many things right, has an admirable start
	 •	 William Paterson can improve soc...
Recommendations
@WPUNJ_EDU
Brand Recommendations
Brand consistency is important as you spread your voice from traditional channels to mult...
Branding Consistency
It’s important that brand consistency is
maintained across all social media
outposts. That means; log...
Messaging
Brand consistency messaging suggestions:
1) Brand messaging should only compromise 20% of your Twitter content.
...
Image
While only 20% of your content should be brand centric, when possible, use consistent look, feel, style, composition...
Voice
While the Voice of WP should be one of authority, the audience should be considered. Injecting humor, cultural refer...
@WPUNJ_EDU=?
The current William Paterson Twitter handle is an acceptable anagram for the university, WPUNJ_EDU, but it is...
Growth Recommendations
Growth Recommendations
The following are recommendations for increasing Twitter account Followers:
1) Use campus signage t...
Targets
The following are target recommendations for WPs Twitter account:
1) Achieve Twitter Following that matches 40% of...
@WPUNJ_EDU & @TwillyP
Management Recommendations
The following are recommendations for overall twitter strategy as well as...
Management Recommendations
1) Stick to the 80/20 rule of content marketing: 80% about your audience, 20% about you.
2) Pos...
Content Best Practices
Content Topic Breakdown
20%
20%
20%
20%
20%
Brand/Informational
For/About
Audience
Press
Marketing
...
Use Instagram for Photos
Instagram has an engagement rate
60 times that of photos just posted to
Facebook and 140 times mo...
Use #Hashtags
Create an index of hashtags for various purposes. Hashtags represent an
important measurement tool as well a...
Tap Into Cultural Memes
Don’t be afraid to jump on a meme: Oscar
selfie, Throwback Thursday, etc. It’s okay to
have a perso...
Prioritize Measurement
The recommendations we’ve made should serve to raise brand awareness, enhance brand perception, boo...
Appendix
Image Specifications
Part 3: Facebook Analysis,
Assessment and Recommendations
Facebook Blueprint
Index
1. Audit and Assessment of William Paterson Facebook Presence and
Activity
2. Competitive Analysis
3. Key Insights b...
/MyWPU
Fuseideas performed a competitive analysis of the /MyWPU Facebook
account, matching it against Rowan University, Ke...
WP Facebook Audit and Assessment
/MyWPU
URL: Facebook.com/MyWPU
Joined Facebook: Jan 26, 2009
Likes: 9,653
Talking About This: 724
Were Here: 26,879
Rating...
/MyWPU
What You're Doing Well
• Engagement is high
• Media (photos/videos) inclusion
is high
• Branding is consistent
• Vo...
Competitive Analysis
/RowanUniversity
URL: Facebook.com/RowanUniversity
Joined Twitter: Nov 5, 2008
Likes: 18,809
Talking About This: 774
Visit...
/keanuniversity
URL: Facebook.com/keanuniversity
Joined Twitter: Sept 30, 2008
Likes: 20,815
Talking About This: 2,021
Vis...
/RamapoCollege
URL: Facebook.com/RamapoCollege
Joined Twitter: Sept 30, 2008
Likes: 8,048
Talking About This: ?
Visitors: ...
/MontclairStateUniversity
URL: Facebook.com/
MontclairStateUniversity
Joined Twitter: Feb 10, 2009
Likes: 16,870
Talking A...
/Definitions
Likes - for Pages this represents the number of Fans who've connected with your page and receive your content ...
0
5500
11000
16500
22000
Likes (Fans)
8,048
9,653
20,815
16,870
18,809
Rowan Montclair Kean WP Ramapo
0
0.018
0.035
0.053
0.07
Fan Growth (30 days)
3.64%3.5%
7%
5%
3.28%
Rowan Montclair Kean WP Ramapo
Fans as % of Student Body
133%
84%
130%
91%
149%
Rowan Montclair Kean WP Ramapo
0
17500
35000
52500
70000
Were Here (Mobile Checkins)
33,000
26,879
46,346
4,631
61,195
Rowan Montclair Kean WP Ramapo
0
1000
2000
3000
4000
Total Engagement
514
3,365
1,896
644
1,683
Rowan Montclair Kean WP Ramapo
0
0.175
0.35
0.525
0.7
Engagement as % of Fans
12.8%
69.7%
18.2%
7.6%
17.9%
Rowan Montclair Kean WP Ramapo
6%
42%
23%
8%
21%
Rowan University Montclair State University Kean University William Paterson Ramapo College
Relative Sha...
Most Fans: Kean - 20,815
Highest Fan Growth (30 days): Kean - 7%
Most Checkins: Rowan - 61,195
Most Followers as Percentag...
Content Analysis
Content Types
13%
88%
25%
17%
58%
33%
42%
4%
21%
Pictures Video Text/Links Comments
4%4%
12%
79%
71%
13%
17%
William Pater...
0
0.015
0.03
0.045
0.06
Average Stories per Day
0.7%
5.4%
3.2%
1.1%1.1%
Rowan Montclair Kean WP Ramapo
0
25
50
75
100
William Paterson Kean University Rowan University Montclair State University Ramapo College
25222 21512
47
...
Top Stories - William Paterson
Top Stories - Rowan
Top Stories - Kean
Top Stories - Ramapo
Top Stories - Montclair
Voice
William Paterson has done a good job of mixing up content between important cultural events, informational, self pro...
Key Insights
Conclusions
William Paterson is doing a great job on Facebook. Posts are almost exclusively photo or video, which studies ...
Recommendations
Content Best Practices
Content Topic Breakdown
20%
20%
20%
20%
20%
Brand/Informational
For/About
Audience
Press
Marketing
...
Prioritize Measurement
The recommendations we’ve made should serve to raise brand awareness, enhance brand perception, boo...
Growth Recommendations
The following are recommendations for increasing Facebook account Followers:
1) Develop Facebook ca...
Targets
The following are target recommendations for WPs Facebook account:
1) Develop campaigns with a specific goal to inc...
Appendix
Image Specifications
Facebook recently changed it’s page layout.
This diagram represents the new layout and image
dimension...
Part 4: LinkedIn Analysis, Assessment
and Recommendations
LinkedIn Usage Blueprint
Index
1. Audit and Assessment of William Paterson LinkedIn Presence and Activity
2. Competitive Analysis
3. Key Insights b...
William Paterson University of New Jersey
Fuseideas performed a competitive analysis of the William Paterson
University of...
WP LinkedIn Audit and Assessment
William Paterson University of New Jersey
William Paterson’s LinkedIn account
has a following of 30,122 which is
approxima...
WP is doing well on several fronts:
• LinkedIn profile is up to date with the latest
update “LinkedIn for Education”
• All ...
Competitive Analysis
Ramapo College of New Jersey
Ramapo College’s LinkedIn account has a
following of 19,172 which is approximately
270% of th...
Kean University
Kean’s LinkedIn account has a following of
34,283 which is approximately 181% of
the size of the student b...
Montclair State University
Montclair State University’s LinkedIn account
has a following of 34,283 which is
approximately ...
Rowan University
Rowan University’s LinkedIn account has a
following of 30,501 which is approximately
251%% of the size of...
0
17500
35000
52500
70000
Followers
19,172
30,12230,501
34,283
65,392
Montclair Kean Rowan WP Ramapo
Montclair Ramapo Rowan WP Kean
270%336% 181%265% 251%
LinkedIn Followers as Percentage of Student Body
0
4
8
12
16
Pics/Vids
0
5
01
15
Rowan Ramapo Montclair WP Kean
Most Followers: Montclair - 65,392
Most Photos/Videos: Rowan - 15
Most Followers as Percentage of Students: Montclair - 33...
Content Analysis
Top Content
There was not much content shared across all schools - but all that
did share updates posted about the 2014 gr...
Key Insights
Conclusions
•		 William Paterson is doing many things right, given LinkedIn’s limited capabilities in comparison to other ...
Recommendations
Brand Recommendations
Brand consistency is important as you spread your voice from traditional channels to multiple social...
Branding Consistency
It’s important that brand consistency is
maintained across all social media
outposts. That means; log...
Messaging
Brand consistency messaging suggestions:
1) Consider LinkedIn as a channel for marketing campaigns and messages
...
Visual Media
LinkedIn has broadened its capabilities for company pages and what they can upload. Company updates support a...
Management Recommendations
The following are recommendations for overall LinkedIn strategy as well as content and day to d...
Management Recommendations
1) The WP “chicklet” identity is being employed on the other William Paterson social media plat...
Content Best Practices
Content Topic Breakdown
20%
20%
20%
20%
20%
Brand/Informational
For/About
Audience
Press
Marketing
...
Prioritize Measurement
The recommendations we’ve made should serve to raise brand awareness, enhance brand perception, boo...
Growth Recommendations
Growth Recommendations
The following are recommendations for increasing LinkedIn account Followers:
1) Use campus signage ...
Targets
The following are target recommendations for WP’s LinkedIn account:
1) Achieve LinkedIn following that surpasses t...
Appendix
Image Specifications
Source: http://www.goingsocial.ca/the-linkedin-cheat-sheet-for-image-sizing-dimensions/
Part 5: Campus Practitioner Social
Media Integration
How to integrate University communication strategy and
practitioners into social
Focus on the priority platforms
Manage yo...
HOW TO INTEGRATE UNIVERSITY COMMUNICATION
STRATEGY AND PRACTITIONERS INTO SOCIAL
Create a sustainable strategy
Instead of ...
HOW TO INTEGRATE UNIVERSITY COMMUNICATION
STRATEGY AND PRACTITIONERS INTO SOCIAL
Promote your social channels actively
Sho...
Some thoughts on expanding your team and social media opportunities
We’d love to see everyone at WP (faculty, students, de...
Appendix: Case Studies
Some thoughts on expanding your team and social media opportunities
Annual Giving: http://givingday.columbia.edu/, http://...
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William Paterson Social Strategy

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William Paterson Social Strategy

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William Paterson Social Strategy

  1. 1. Social Media Overview, Analysis and Recommendations Provided by:
  2. 2. Recommendations Outline PART I: Broad Overview of Current Strengths and Best Practices PART 2: Twitter Analysis, Assessment and Recommendations PART 3: Facebook Analysis, Assessment and Recommendations PART 4: LinkedIn Analysis, Assessment and Recommendations PART 5: Campus Practitioner Social Media Integration APPENDIX: Case Studies
  3. 3. Part 1: Overview Broad Overview of Current Strengths and Best Practices
  4. 4. #WillPower Outline 1. Overall social media goals 2. Current strengths and areas to improve 3. Strategic institutional social media standards 4. Moving forward with the brand in social 5. Social integration: content investment
  5. 5. Overall Social Media Goals
  6. 6. Overall Social Media Goals For Each Platform 1. Raise brand awareness and enhance perception through great content 2. Boost community participation - both on and offline 3. Increase web engagement and goal conversion by audience and campaign 4. Grow and engage key audiences: • Prospective students and parents • Students, faculty and staff • Alumni and other supporters
  7. 7. Key Audience Goals William Paterson has multiple audiences: • Prospective students and parents • Students, faculty and staff • Alumni and other supporters William Paterson has specific social media accounts to focus on alumni, supporters and prospective students and parents from an admissions standpoint. The main WP accounts should focus on current students, faculty and staff and by doing so offer a brand voice that will also be attractive to prospective students and alumni.
  8. 8. Current Strengths & Areas To Improve
  9. 9. 1. University Policy/Guidelines 2. Directory of Accounts 3. Using Twitter for Client Service WP Already Has A Good Handle On:
  10. 10. Areas To Improve Include: 1. Integration of social media into all communication 2. Consistency of messaging across platform profiles 3. Creation of content with social media sharing, involvement in mind 4. Appropriate measurement for social media goals both organic and campaign based
  11. 11. Strategic Institutional Social Media Standards
  12. 12. Guidelines For Management Think of social as more than a silo or platform: it is also content about you from others, content shared from your website, other forums where people speak of you online, etc. 1. Begin with the end in mind, i.e. student inquiries, alumni engagement, campus pride 2. Promote timely, anticipated content (integrate social distribution into comm/editorial calendar) 3. Promote the accounts, integrate into all communications/events 4. Consider making policy/guidelines easier to digest, online 5. Create content threshold for accounts to maintain to stay in directory 6. Maintain admin rights/passwords for all ‘branded’ accounts 7. Listen to other areas for issues before they arise and alert appropriate offices - beyond traditional social platforms to the web, forums, student confidential, etc. 8. Create branding standards for social icons, naming conventions, etc by institution, school, dept., etc.
  13. 13. Recommended Best Practices 1. Institutional brand messaging across all platforms (icons, cover photos, headers, descriptions) 2. Bit.ly links for click-throughs 3. Post frequency: post (as often as) when you have something to say 4. Be sure to remain customer service focused 5. Do not schedule auto-posts/crosspost (post something from Facebook to Twitter) 6. Use great images often, sized appropriately 7. Promote/curate content from other accounts both institutional and not 8. Use/create/promote Twitter/Facebook lists for management and promotion 9. Balance self promotion with helpful information
  14. 14. 1. Content reach (how far it travels beyond your initial posting of it) a) Organic shares b) Organic comments 2. Participation a) Growth rate b) Unique contributors to ‘asks’ c) Increased use at events, etc. d) Not only in your created ‘asks’ but in crowd/user generated as well 3. Click-throughs and .edu traffic a) Time on site, volume, depth of visit b) Goal Conversion (task based - campaigns - as well as engagement based) These are overall measurement recommendations. Platform specific measurement priorities are also included in each platform section. Our recommendation is that William Paterson begin to capture data on each of these measures as a benchmark to measure progress and fine-tune content and management. Measuring Success: Organic & Campaign Based
  15. 15. Moving Forward With The Brand In Social
  16. 16. A. Social needs to be fed, not passive B. Creating great multi-channel content should be the focus over boosting likes or followers through contests or promotions C. Users may like a page or follow an account to win a prize but then never interact with the account again D. Creating great content ensures that users want to return to engage, share, and promote your brand. Moving Forward
  17. 17. Social Integration: Content Investment
  18. 18. Create content for ‘Will.Power’ guided by the Brand Positioning Statement: 1. “...vigorously challenges students to discover their passion, unleash their potential and achieve professional success.” 2. “ ...faculty embrace roles as dedicated mentor-educators” 3. “... rigorous academics are linked to real-world experiences” 4. “...extra-curricular opportunities cultivate leadership and teamwork.” Social Integration: Content Investment
  19. 19. Social Integration: Content Investment Options For Creating Content 1. Multi use web stories with multimedia 2. Multi use video 3. Integrate into live events 4. Curate via user generated social/multimedia content
  20. 20. Social Integration: Content Investment Leveraging Content in Social 1. Spur conversation 2. Ask others to participate 3. Pull people back to the web site/third party promotional content 4. Promote brand reach beyond your current audience 5. Curate the best of the best
  21. 21. Parts II, III, IV: Platform Recommendations
  22. 22. Recommendations That Apply To All Platforms
  23. 23. Use bit.ly Links Using bit.ly allows for the shortening of links as well as the ability to track them. Set up a bit.ly account and make sure all links posted come from bit.ly.
  24. 24. Part 2: Twitter Analysis, Assessment and Recommendations
  25. 25. Twitter Blueprint
  26. 26. Index 2. Audit and Assessment of William Paterson Twitter Presence and Activity 3. Competitive Analysis 4. Key Insights based on the above 5. Brand Recommendations a. Brand Consistency                                                i.     Messaging                                               ii.     Image                                             iii.     Voice b.     Management Recommendations                                                i.     Naming                                               ii.     Content Best Practices                                             iii.     Measurement c. Growth Recommendations i.     Targets
  27. 27. @WPUNJ_EDU Fuseideas performed a competitive analysis of the @WPUNJ_EDU and @TwillyP accounts, matching them against Rowan University (@RowanUniversity), Kean University (@KeanUniversity), Ramapo College (@RamapoCollegeNJ) and Montclair State University (@montclairstateu). We compared results in terms of Followers and ReTweets; then looked at competitive data points such as percentage of followers against student body population, percentage of Tweets with media (photos/videos), the content of those Tweets and Potential Human Reach. The following represents that competitive analysis with recommendations on goals, measurement targets and best practices to increase engagement.
  28. 28. Multiple Account Strategy William Paterson has multiple accounts across social media platforms, which serve as niche channels for niche users. When comparing the WP main account to niche accounts such as Alumni or Admissions, note the following: • The WP main accounts should feature all content, as this is the hub of the university communications on social media. These accounts should post original content, as well as reposting important niche content from the other niche accounts • Some content can overlap accounts when appropriate. In the instance of a “Throwback Thursday” post that features an older graduating class, this post is relevant to the WP main account and the Alumni account. It is suggested this content originate from the main WP accounts and get reshared to the Alumni accounts • This can also work vice versa where Alumni/Admissions accounts generate niche content and the WP main accounts reshare when involving important information • Voice and branding should remain consistent across all WP accounts • Voice can be adapted when having one-on-one conversations with users to be more casual and friendly in nature • (ie: a user Tweets at @WPUNJ_EDU about an enrollment question, direct them to @WPgraduate where they can engage in a conversation about it and understand this is the appropriate channel to use for all enrollment issues) • (ie: @WPGraduate account Tweets that the deadline for fall enrollment is 9/1, @WPUNJ_edu retweets this) • It is important to grow the WP main account as the primary hub for new users learning about WP, as this is where most marketing efforts direct them. From the main account, you can promote the niche accounts to drive specific users when necessary
  29. 29. Multiple Account StrategyOn niche accounts, such as Alumni and Admissions, the focus should solely be on the intended topics within the channel name. Alumni accounts should serve as communications channels for alumni of WP, and those about to enter alumni status (graduating seniors) • Post about alumni successes, career opportunities, graduation highlights, alumni events (reunions, trips, speaking series, etc.) • Serve as a customer service channel for alumni that have questions regarding post-grad details and upcoming events Admissions accounts should serve as communications channels for those about to enroll at WP and those currently enrolled • Post about open houses, tours, and enrollment info/deadlines/how-to • Serve as a customer service channel for current and prospective students that have questions regarding the enrollment process and campus offerings for WP prospects Niche accounts should not have the same goals as the main WP account in terms of fan base. The quantity of the fan bases will not be as important as the quality – meaning that these accounts could have small communities, but are most importantly made up of the correct audiences that are being served properly on these channels. This is important since they are primarily based around customer service.
  30. 30. Potential Human Reach™ Potential Human ReachTM is just what it sounds like; the potential number of humans your content may reach. PHR is: • One simple, dynamic and comparable metric that indicates reach and engagement • A rough measure, but one you can use to set a benchmark and goals • Can be refined with further analytics in the future to develop additional insights about social media effectiveness and actions
  31. 31. BRAND Followers 1st Degree Network Followers’ Followers 2nd Degree Network ReTweets Potential Human Reach™
  32. 32. WP Twitter Audit and Assessment
  33. 33. @WPUNJ_EDU William Paterson’s Twitter account has a following of 2,547 which is approximately 22% of the size of the student body. Since it’s launch in November of 2011 there have been 1,407 tweets or roughly 500 per year, 1.56 per day. Activity has increased 400% since this time last year. The most common time and day to tweet is 10am Wednesday. 11.59% of the website traffic comes from Twitter, with 23.49% going to the home page, 17.17% to the commencement page. Handle: @wpunj_edu Joined Twitter: Nov, 2011 Tweets: 1,407 Photos/Videos: 109 Following: 116 Followers: 2,547 Favorites: 472 Brand ReTweets: 259
 Follower ReTweets: 1,542
 Brand Replies: 309 323,283 Potential Human Reach
 (Follower ReTweets X Avg. Followers + Followers)
  34. 34. @WPUNJ_EDU WP is doing well on several fronts: • Twitter profile is up to date with the latest layout • Brand Reply rates are high • Tweets are published daily • Recently there has been an uptick in images being shared • Branding and description is constant with other platforms
 WP can improve performance in the following: • More images • More Tweets • ReTweet Followers more • Improved content quality • Reassess Twitter handle to something more memorable and SEO friendly • Analysis suggests moving Tweet times to 11am-1pm weekdays, 9-10am and 12-1pm on weekends.
  35. 35. @TwillyP WP’s student-run Twitter account has roughly the same figures as the main account with a Twitter following of approximately 20% of the student body. TwillyP tweets about 3.45 times per day, mostly around 2PM on Wednesdays. Unfortunately we can’t cross- reference both the official WP account and this to judge the true size of the total reach by removing duplicates. Handle: @TwillyP Joined Twitter: ? Tweets: 2,059 Photos/Videos: 239 Following: 1216 Followers: 2,238 Favorites: 2,464 Brand ReTweets: 192
 Follower ReTweets: 782 Brand Replies: 102 197,738 Potential Human Reach
 (Follower ReTweets X Avg. Followers + Followers)
  36. 36. @TwillyP @TwillyP is doing well with • Photo/video sharing • Replying • ReTweeting
 @TwillyP could use help with: • Getting more ReTweets from Followers • Focusing more on student activities and interests • Tapping into student culture and being more of the voice of students than the voice of the school • Test moving optimal Tweet times to 9-11pm weekdays, 1-2pm and 7-8pm weekends.
  37. 37. Competitive Analysis
  38. 38. @RamapoCollegeNJ Ramapo College employs a user- and SEO- friendly Twitter handle. They have the lowest number of Tweets but their Twitter following is about 41% of the size of their student body.
 Handle:  @RamapoCollegeNJ   Joined  Twitter:  Mar,  2009   Tweets:  701   Photos/Videos:  171   Following:  55   Followers:  2,488   Favorites:  141   Brand  ReTweets:  55
 Follower  ReTweets:  622
 Brand  Replies:  61 131,864 Potential Human Reach
 (Follower ReTweets X Avg. Followers + Followers)
  39. 39. @KeanUniversity Kean has an SEO and user-friendly Twitter handle. They have not updated their Twitter profile to the new layout. Their account launch date is currently hidden due to the older Twitter layout they currently use. Kean’s Twitter following is roughly 40% of the size of their student body. Handle: @KeanUniversity Joined Twitter: ? Tweets: 3,880 Photos/Videos: 82 Following: 232 Followers: 6,452 Favorites: 86 Brand ReTweets: 163
 Follower ReTweets: 1,941
 Brand Replies: 22 410,180 Potential Human Reach
 (Follower ReTweets X Avg. Followers + Followers)
  40. 40. @Montclairstateu Montclair State University has an SEO and user- friendly Twitter handle. Montclair State U. has not updated their Twitter profile to the new layout. Their account launch date is currently hidden due to the older Twitter layout they currently use. Their Twitter following is 40% of the size of their student body. Handle: @montclairstateu Joined Twitter: ? Tweets: 1,189 Photos/Videos: 121 Following: 284 Followers: 7,357 Favorites: 360 Brand ReTweets: 332
 Follower ReTweets: 3,318
 Brand Replies: 75
 697,501 Potential Human Reach
 (Follower ReTweets X Avg. Followers + Followers)
  41. 41. @RowanUniversity Rowan University has the largest Twitter following with 9,751 followers. Rowan University has a head start on Montclair and William Paterson merely due to the fact that they’ve been tweeting for 5 years. Rowan U. has an obvious and easy-to-remember Twitter handle. This is good for SEO as well as good for branding. Their Twitter following is 77% of the size of their student body, the largest percentage of all schools in this report. Handle: @RowanUniversity Joined Twitter: Feb, 2009 Tweets: 3,814 Photos/Videos: 82 Following: 121 Followers: 9,751 Favorites: 2,490 Brand ReTweets: 76
 Follower ReTweets: 554 Brand Replies: 226 148,251 Potential Human Reach
 (Follower ReTweets X Avg. Followers + Followers)
  42. 42. 0 2500 5000 7500 10000 Followers 2,4882,2382,547 6,542 7,357 9,751 Rowan Montclair Kean WP TwillyP Ramapo
  43. 43. Rowan Montclair Kean WP TwillyP Ramapo 40% 40%77% 20%22% 41% Twitter Followers as Percentage of Student Body
  44. 44. 0 1000 2000 3000 4000 Tweets 701 2,059 1,407 3,880 1,189 3,814 Rowan Montclair Kean WP TwillyP Ramapo
  45. 45. 0 60 120 180 240 Pics/Vids 171 239 109 82 121 82 Rowan Montclair Kean WP TwillyP Ramapo
  46. 46. 0 0.075 0.15 0.225 0.3 % of Tweets with Pics/Vids 24% 17% 5% 2% 10% 2% Rowan Montclair Kean WP TwillyP Ramapo
  47. 47. 0 100 200 300 400 Brand Replies 61 102 309 22 75 226 Rowan Montclair Kean WP TwillyP Ramapo
  48. 48. 0 100 200 300 400 Brand ReTweets 61 192 259 163 332 76 Rowan Montclair Kean WP TwillyP Ramapo
  49. 49. 0 1000 2000 3000 4000 Follower ReTweets 622782 1,542 1,941 3,318 554 Rowan Montclair Kean WP TwillyP Ramapo
  50. 50. 0 175000 350000 525000 700000 Potential Human Reach* 131,864 197,338 323,283 410,180 697,501 124,983 Rowan Montclair Kean WP TwillyP Ramapo * currently based on reported average Twitter follower figures of 250 per user.
  51. 51. Most Tweets: Kean - 3,880 Most Photos/Videos: TwillyP - 239 Most Following: TwillyP - 1,216 Most Followers: Rowan - 9,751 Most Followers as Percentage of Students: Rowan - 77% Most Favorites: Rowan - 2,490 Most Brand ReTweets: Montclair - 332
 Most Follower ReTweets: Montclair 3,318 Most Brand Replies: WP - 309 Most Potential Human Reach: Montclair 697,501
  52. 52. Content Analysis
  53. 53. Top Tweets - WP Top Hashtags: #wpunj #wpunj2014 #twillyp #willyp #wp14for14
  54. 54. Top Tweets - TwillyP Top Hashtags: #twillyp #willyp #twillypizza #wpunj2014 #wpspringbreak
  55. 55. Top Tweets - Rowan Top Hashtags: #rowanfamily #rowanproud #motivationmonday #taxday #profs
  56. 56. Top Tweets - Kean Top Hashtags: #kean #relayforlife #keanuniversity #ncaa #openhouse
  57. 57. Top Tweets - Ramapo Top Hashtags: #rcnj #ramapocollege #ramapo #twr #roadrunners
  58. 58. Top Tweets - Montclair Top Hashtags: #redhawks #throwbackthursday #motivationmonday #followfriday #msupitch
  59. 59. Key Insights
  60. 60. Conclusions • William Paterson is doing many things right, has an admirable start • William Paterson can improve social media marketing effectiveness by taking some clear and mostly simple actions • The data shows a clear pattern of the kinds of Twitter activities that not only build audience, but also build productive engagement • Of the competitors, Montclair is doing many things that are leading to strong engagement, and can serve as a model in many regards ◦ Strong reach and retweets are a good indicator of audience engagement ◦ Content – inspirational, not just informational. Supports total image without hitting the brand hammer too hard ◦ Engagement - highest Follower ReTweet rate and Brand ReTweet rate, so their posts and their sharing behavior inspire more sharing among their Followers. and ultimately a greater reach.
  61. 61. Recommendations
  62. 62. @WPUNJ_EDU Brand Recommendations Brand consistency is important as you spread your voice from traditional channels to multiple social channels.
  63. 63. Branding Consistency It’s important that brand consistency is maintained across all social media outposts. That means; logos, contact information, brand messaging, etc. Whenever a change is made to one, review all others to make sure they stay in line. While other departments may manage their own accounts, make sure they adhere to guidelines the social media department lays down and support them with best practices.
  64. 64. Messaging Brand consistency messaging suggestions: 1) Brand messaging should only compromise 20% of your Twitter content. See the Content Best Practices slide. 2) Consider Twitter as a channel for marketing campaigns and messages such as Will.Power. You can use it in profile graphics, and posts through shared images, video, etc. Specifically; use a hashtag to promote the Will.Power. brand tagline. 3) Make sure “About” or bio elements of your Twitter profile are consistent, within their framework, with the same elements used on other networks and in other communications materials. 4) Make sure visual branding (logos, backgrounds, fonts, etc) are consistent across all social media networks within the framework they allow. 5) Adhere to the same FERPA and internal communications guidelines set down by the communications team.
  65. 65. Image While only 20% of your content should be brand centric, when possible, use consistent look, feel, style, composition for images. When using graphic and text elements, be sure they are consistent with existing online and offline visual executions. If the WP website is hosting graduation images, do the same in your Twitter header. If there is a style of overlay (Will.Power.) being used on Facebook or your website, do the same for your Twitter profile. If you’re promoting a specific event, such as graduation, with a hashtag, use it in all Tweets related to graduation as well as all videos and images.
  66. 66. Voice While the Voice of WP should be one of authority, the audience should be considered. Injecting humor, cultural references, and tongue-in-cheek personality goes a long way toward keeping Followers engaged. Here are some examples of how other colleges are talking on Twitter:
  67. 67. @WPUNJ_EDU=? The current William Paterson Twitter handle is an acceptable anagram for the university, WPUNJ_EDU, but it is not SEO, user or brand friendly. Imagine your Twitter handle was your name, or a sports chant; how easily does it roll off the tongue? TwillyP is a great example of an easy to brand, easy to champion Twitter handle. We’ve identified a couple of options that appear to be available: 1) @WilliamPatersonU - character count: 16 2) @WilliamPUniversity - character count: 18 3) @WillPatersonU - character count: 13 Competitor Twitter handles are 14-15 characters. While the names of those institutions are shorter than William Paterson University, it is important to try to balance the need for a short length with the need for brand consistency.
  68. 68. Growth Recommendations
  69. 69. Growth Recommendations The following are recommendations for increasing Twitter account Followers: 1) Use campus signage to build awareness of Twitter account. 2) Use TV monitors in public areas to stream WPUNJ_EDU, TwillyP and other university accounts. 3) Make sure main Twitter account is included in all campus communications with a call to action such as “Keep In Touch Through Twitter”, “See What’s Happening On Our Twitter Feed”, “Learn More By Following Us On Twitter”, “Share With Us Via Twitter”. 4) Include Twitter handle in all Contact Us opportunities: web, print, email, TV, etc. 5) Enlist Brand Ambassadors among the staff and student body to collect content; images, pictures, live tweets of sports events, plays, etc. 6) Add Twitter feed to http://www.wpunj.edu/ home page. 7) Mention Twitter account on Facebook, YouTube videos, Google+, etc. 8) Follow Followers; do outreach through surveys and Twitter search to find and Follow alumni, especially those with large Twitter followings.
  70. 70. Targets The following are target recommendations for WPs Twitter account: 1) Achieve Twitter Following that matches 40% of student body population, based on current enrollment: 4,607 2) Aim for 80/20 content percentages. 3) Increase image/video percentage to 10%+. 4) Increase Potential Human ReachTM by 200% (646,566) through: 1) testing content to increase ReTweets 2) following power users 3) reaching out to alumni 4) increasing online and offline Twitter account visibility
  71. 71. @WPUNJ_EDU & @TwillyP Management Recommendations The following are recommendations for overall twitter strategy as well as content and day to day management.
  72. 72. Management Recommendations 1) Stick to the 80/20 rule of content marketing: 80% about your audience, 20% about you. 2) Post Instagram photos IN Twitter not via Instagram. 3) Use a hashtag to promote the Will.Power. brand tagline 4) Refrain from posting or ReTweeting personal or sensitive information about staff or students, adhere to FERPA and internal communications guidelines. 5) Be sure branding is consistent with other social media outposts. Be sure all departments adhere to social media branding guidelines. 6) Make sure to use appropriate image sizes when posting images directly to Twitter or updating your profile. 7) Make measurement a priority; go beyond vanity metrics and dig deep into competitors, users, brand mentions and trends.
  73. 73. Content Best Practices Content Topic Breakdown 20% 20% 20% 20% 20% Brand/Informational For/About Audience Press Marketing Alerts Class cancellations Registration deadlines Student ReTweets Alumni ReTweets Campus/off-campus event pics/vids Historical/artistic campus pics Inspirational images Memes etc. Stick to the 80/20 rule of content marketing: 80% about your audience, 20% about you. The 20% should continue to be brand and informational posts such as weather alerts, missing persons while the 80% should be aimed at valuable and entertaining content for Followers with the brand voice: ReTweeting a student, sharing an interview with a professor, campus events, images and video from student activities, inspirational quotes, etc. For each Tweet that falls into the brand/ informational bucket, 4 should from the inspirational/aspirational bucket.
  74. 74. Use Instagram for Photos Instagram has an engagement rate 60 times that of photos just posted to Facebook and 140 times more engagement than photos just posted to Twitter* and Instagram’s filtered photos get 3.4 times more clicks than regular photos **. Either take photos with or upload photos to Instagram before posting. It also helps with efficiency since you can post to multiple social networks at once. This also helps give images a consistent look. Be sure to not use Instagram to post directly to Twitter as images will not show up. Always post images directly through Twitter. *Q1 2014 US Top 50 Brands Social WebTrack - Forrester, Nate Elliott **AdAge Alex Kantrowitz. Published on May 02, 2014
  75. 75. Use #Hashtags Create an index of hashtags for various purposes. Hashtags represent an important measurement tool as well as an important communications and context tool. They can be used to promote athletics, create context around a post, engage in a meme, and expand the reach of WP branding: #gopioneers #will.power. #throwbackthursdays #followfridays #iceplanethoth
  76. 76. Tap Into Cultural Memes Don’t be afraid to jump on a meme: Oscar selfie, Throwback Thursday, etc. It’s okay to have a personality and a sense of humor! You can make your own internal list of audience-focused categories to help you identify and organize types of content. Exactly how you break up the additional 80% will depend on your resources and opportunities.
  77. 77. Prioritize Measurement The recommendations we’ve made should serve to raise brand awareness, enhance brand perception, boost community participation and increase web engagement among prospective students, their parents, students, faculty, staff, alumni and other supporters. In order to measure success you should focus on a few key metrics: Potential Human ReachTM - this will give you a baseline measurement that is easy to match against competitors with publicly available data. Followers - your number of followers is easy to track to see increased community interest. Follower ReTweets - this is the most important metric to judge the quality of your content. Replies - how often your Followers reach out to you can tell you how engaged with your account they are. Google Analytics - Google can tell you how many visitors are being directed to your site via Twitter, where they go, how long they stay on site, etc. Any deeper metrics such as sentiment, trends, brand mentions, passion intensity, and user data require social measurement tools.
  78. 78. Appendix
  79. 79. Image Specifications
  80. 80. Part 3: Facebook Analysis, Assessment and Recommendations
  81. 81. Facebook Blueprint
  82. 82. Index 1. Audit and Assessment of William Paterson Facebook Presence and Activity 2. Competitive Analysis 3. Key Insights based on the above 4. Growth Recommendations
  83. 83. /MyWPU Fuseideas performed a competitive analysis of the /MyWPU Facebook account, matching it against Rowan University, Kean University, Ramapo College and Montclair State University. We compared results in terms of Fans and Content; then looked at competitive data points such as percentage of followers against student body population, breakdown of content (text, photos, videos), and engagement. We will not be using metrics that can be seen through Insights as we cannot use that data for comparative purposes. The following represents that competitive analysis with recommendations on goals, measurement targets and best practices to increase engagement.
  84. 84. WP Facebook Audit and Assessment
  85. 85. /MyWPU URL: Facebook.com/MyWPU Joined Facebook: Jan 26, 2009 Likes: 9,653 Talking About This: 724 Were Here: 26,879 Rating: 4.2 Number of Reviews: 29
  86. 86. /MyWPU What You're Doing Well • Engagement is high • Media (photos/videos) inclusion is high • Branding is consistent • Voice is consistent • Mix of branded v. audience content is good • Post level is good
 Where You Could Use Help • Likes (Fans) are low • WP is not currently using the new Facebook layout, which may not be available. The change, when available, should be implemented.
  87. 87. Competitive Analysis
  88. 88. /RowanUniversity URL: Facebook.com/RowanUniversity Joined Twitter: Nov 5, 2008 Likes: 18,809 Talking About This: 774 Visitors: 61,195 Rating: 4.3 Number of Reviews: 228
  89. 89. /keanuniversity URL: Facebook.com/keanuniversity Joined Twitter: Sept 30, 2008 Likes: 20,815 Talking About This: 2,021 Visitors: 46,346 Rating: 4.0 Number of Reviews: 366
  90. 90. /RamapoCollege URL: Facebook.com/RamapoCollege Joined Twitter: Sept 30, 2008 Likes: 8,048 Talking About This: ? Visitors: 33,000? Rating: 4.5 Number of Reviews: ? *It should be noted that Ramapo has been allowed to and taken advantage of the change to the new Facebook page layout. It is currently rolling out slowly and not available to everyone. The switch will require some attention being paid to the header image and how Facebook lays UI elements over it.
  91. 91. /MontclairStateUniversity URL: Facebook.com/ MontclairStateUniversity Joined Twitter: Feb 10, 2009 Likes: 16,870 Talking About This: 1,315 Visitors: 4,631 Rating: 4.0 Number of Reviews: 170
  92. 92. /Definitions Likes - for Pages this represents the number of Fans who've connected with your page and receive your content in their feed. Talking About This - this metric comes from a variety of interactions taking pace around your page and it’s content for the last 7 days. This includes; Liking, Commenting, or Sharing a Post, adding a Post to your page, Liking your Page, answering a Question, RSVPing to an event, mentioning your Page in a Post, Phototagging a Page, Liking or Sharing a Check-in Deal, Checking-in at a Place. People Talking About This represents a portion of Engagement. Engagement - when you post a story to Facebook it will most likely be seen in your Fans’ stream. When they click anywhere on the story, that is counted as Engagement. This includes liking, commenting and sharing and people who’ve viewed your video or clicked on your links and photos. And it also includes people who’ve clicked on a commenter’s name, liked a comment, clicked on your Page name and even gave negative feedback by reporting your post. So, Engagement includes People That Are Talking About This and anyone else who has clicked on your story Were Here - when Facebook users Check-in to a location or Share the location it is designated as a Were Here metric. Stories - we used to call these Posts until Facebook decided they needed to make Posts sound fancier in order to charge you to Boost them.
  93. 93. 0 5500 11000 16500 22000 Likes (Fans) 8,048 9,653 20,815 16,870 18,809 Rowan Montclair Kean WP Ramapo
  94. 94. 0 0.018 0.035 0.053 0.07 Fan Growth (30 days) 3.64%3.5% 7% 5% 3.28% Rowan Montclair Kean WP Ramapo
  95. 95. Fans as % of Student Body 133% 84% 130% 91% 149% Rowan Montclair Kean WP Ramapo
  96. 96. 0 17500 35000 52500 70000 Were Here (Mobile Checkins) 33,000 26,879 46,346 4,631 61,195 Rowan Montclair Kean WP Ramapo
  97. 97. 0 1000 2000 3000 4000 Total Engagement 514 3,365 1,896 644 1,683 Rowan Montclair Kean WP Ramapo
  98. 98. 0 0.175 0.35 0.525 0.7 Engagement as % of Fans 12.8% 69.7% 18.2% 7.6% 17.9% Rowan Montclair Kean WP Ramapo
  99. 99. 6% 42% 23% 8% 21% Rowan University Montclair State University Kean University William Paterson Ramapo College Relative Share of all Facebook Engagement
  100. 100. Most Fans: Kean - 20,815 Highest Fan Growth (30 days): Kean - 7% Most Checkins: Rowan - 61,195 Most Followers as Percentage of Students: Rowan - 149% Highest Engagement Percentage: William Paterson - 69.7%
  101. 101. Content Analysis
  102. 102. Content Types 13% 88% 25% 17% 58% 33% 42% 4% 21% Pictures Video Text/Links Comments 4%4% 12% 79% 71% 13% 17% William Paterson University Rowan University Kean University Ramapo College Montclair State University
  103. 103. 0 0.015 0.03 0.045 0.06 Average Stories per Day 0.7% 5.4% 3.2% 1.1%1.1% Rowan Montclair Kean WP Ramapo
  104. 104. 0 25 50 75 100 William Paterson Kean University Rowan University Montclair State University Ramapo College 25222 21512 47 35 97 3941 Likes Per Post Comments Per Post Shares Per Post
  105. 105. Top Stories - William Paterson
  106. 106. Top Stories - Rowan
  107. 107. Top Stories - Kean
  108. 108. Top Stories - Ramapo
  109. 109. Top Stories - Montclair
  110. 110. Voice William Paterson has done a good job of mixing up content between important cultural events, informational, self promotion, and student content. The voice of the Facebook page is light, helpful, friendly and informative.
  111. 111. Key Insights
  112. 112. Conclusions William Paterson is doing a great job on Facebook. Posts are almost exclusively photo or video, which studies have shown is the most engaging type of content from a consumer standpoint. A 70% Fan engagement rate is enviable. Where William Paterson can use help is with the number of fans of the Facebook page. In the previous deck we discussed brand and management suggestions. In the case of Facebook this is an unnecessary set of topics as the current Facebook management is already following the recommendations of voice, branding, volume, etc. The entirety of our suggestions revolve around attracting more Fans.
  113. 113. Recommendations
  114. 114. Content Best Practices Content Topic Breakdown 20% 20% 20% 20% 20% Brand/Informational For/About Audience Press Marketing Alerts Class cancellations Registration deadlines Student Story Sharing Alumni Story Sharing Campus/off-campus event pics/vids Historical/artistic campus pics Inspirational images Memes etc. Stick to the 80/20 rule of content marketing: 80% about your audience, 20% about you. The 20% should continue to be brand and informational posts such as weather alerts, missing persons while the 80% should be aimed at valuable and entertaining content for Fans with the brand voice: Sharing a Story from a student, sharing an interview with a professor, campus events, images and video from student activities, inspirational quotes, etc. For each Story that falls into the brand/ informational bucket, 4 should from the inspirational/aspirational bucket.
  115. 115. Prioritize Measurement The recommendations we’ve made should serve to raise brand awareness, enhance brand perception, boost community participation and increase web engagement among prospective students, their parents, students, faculty, staff, alumni and other supporters. In order to measure success you should focus on a few key metrics: Fans - the number of followers of your page can tell you how successful you are at promoting it’s existence. Fan Growth - this can tell you how successful your recent efforts to increase fans are. Were Here - how many people are checking in via Facebook on campus. Engagement - this tells you how effective your content is. Reach - can inform you how far your content has spread. Google Analytics - The monthly Fuseideas analytics report will summarize how many visitors are being directed to your site via Facebook, where they go, how long they stay on. Any deeper metrics such as sentiment, trends, brand mentions, passion intensity, and user data require social measurement tools.
  116. 116. Growth Recommendations The following are recommendations for increasing Facebook account Followers: 1) Develop Facebook campaigns specifically designed to increase the number of fans. Campaigns can effectively elevate the fan/follower base; many of the new followers will remain engaged over time with the strong Facebook content William Paterson is employing. 2) Make sure the Facebook URL is included in all campus communications (web, print, TV) with a call to action. 3) Mention Facebook account on Twitter, YouTube videos, Google+, etc. 4) Use campus signage to expand awareness of Facebook account. 5) Within Facebook ask for ratings.
  117. 117. Targets The following are target recommendations for WPs Facebook account: 1) Develop campaigns with a specific goal to increase Fan Growth with the measure of success at 10% during the length of the campaign. 2) We would like to see WP reach a Fan or Like total of 16-18,000. This would be consistent with the size of Rowan’s Facebook fan base, an institution with a similar student attendance rate and double that of Ramapo whose student body is half that of WP. 3) Aim for 80/20 content percentages. 4) Keep your engagement rate at 69%+/-. 5) Develop campaigns aimed at increasing Were Here checkins to 50,000.
  118. 118. Appendix
  119. 119. Image Specifications Facebook recently changed it’s page layout. This diagram represents the new layout and image dimensions.
  120. 120. Part 4: LinkedIn Analysis, Assessment and Recommendations
  121. 121. LinkedIn Usage Blueprint
  122. 122. Index 1. Audit and Assessment of William Paterson LinkedIn Presence and Activity 2. Competitive Analysis 3. Key Insights based on the above 4. Brand Recommendations a. Brand Consistency                                                i. Messaging                                               ii. Visual Media                                             iii. Voice b.     Management Recommendations                                               i. Content Best Practices                                             ii. Measurement c. Growth Recommendations i. Targets
  123. 123. William Paterson University of New Jersey Fuseideas performed a competitive analysis of the William Paterson University of New Jersey account, matching it against Rowan University, Kean University, Ramapo College, and Montclair State University. We compared results in terms of follower count, content posted, media posted, and recommendations; then looked at competitive data points such as percentage of followers against student body population, amount of visual media posted, and recommendations in the last 30 days. The following represents that competitive analysis with recommendations on goals, measurement targets, and best practices to increase followers, engagement, and the integration of WP across the target audience’s profiles on LinkedIn.
  124. 124. WP LinkedIn Audit and Assessment
  125. 125. William Paterson University of New Jersey William Paterson’s LinkedIn account has a following of 30,122 which is approximately 265% of the size of the student body. The account has been completed with all the necessary informational fields, profile avatar, and media gallery options available. The page also has an administrator facilitating updates, and other page requests. Followers: 30,122 Profile Avatar: Yes Page administrator: Yes Photos: 5 Video: 0 Notable Alumni: 9 Listed Alumni: 27,061 Top 3 Workplaces: ADP, AT&T, Prudential Financial Top 3 Professions: Sales, Education, Operations Content Updates in the last 30 days: 3 Recommendations in last 30 days: 17 Profile
  126. 126. WP is doing well on several fronts: • LinkedIn profile is up to date with the latest update “LinkedIn for Education” • All profile fields are filled in and completed • Branding and description is consistent with other platforms • Profile avatar is prominent (whereas it isn’t on some competitors) • You have a page administrator running the profile (whereas some competitors do not) WP can improvement performance in the following: • Add more images and video to front page media gallery • Increase content posting: • Currently posting 1x per ten days. • Increase to 1x per weekday to create 20 posts per month. • This comes under LinkedIn’s recommendation (post 20x per month to reach 60% of your audience) William Paterson University of New Jersey
  127. 127. Competitive Analysis
  128. 128. Ramapo College of New Jersey Ramapo College’s LinkedIn account has a following of 19,172 which is approximately 270% of the size of the student body. Their profile has all informational fields completed, and they also have a prominent profile avatar. They do not utilize the front page media gallery well, although they have uploaded a video to it. They also have not received many recommendations in the last 30 days.
 Followers: 19,172 Profile Avatar: Yes Page administrator: Yes Photos: 0 Video: 1 Notable Alumni: 7 Listed Alumni: 17,014 Top 3 Workplaces: ADP, Pfizer, AT&T Top 3 Professions: Sales, Operations, Education Content Updates in the last 30 days: 3 Recommendations in last 30 days: 2
 Profile
  129. 129. Kean University Kean’s LinkedIn account has a following of 34,283 which is approximately 181% of the size of the student body. Their profile has all informational fields completed, but they do not have a prominent profile avatar. They do not utilize the front page media gallery well, with no uploads. They have received 8 recommendations in the past 30 days, however they have posted no original content since they do not have a page administrator currently.
 Followers: 34,283 Profile Avatar: No Page administrator: No Photos: 0 Video: 0 Notable Alumni: 6 Listed Alumni: 28,638 Top 3 Workplaces: Merck, AT&T, Rutgers University Top 3 Professions: Education, Sales, Operations Content Updates in the last 30 days: 0 Recommendations in last 30 days: 8
 Profile
  130. 130. Montclair State University Montclair State University’s LinkedIn account has a following of 34,283 which is approximately 336% of the size of the student body. Their profile has all informational fields completed, with a prominent avatar and main photo. They do not utilize the front page media gallery well, with no uploads. They have received 18 recommendations in the past 30 days along with many other user comments on the page, however they have posted no original content. Followers: 65,392 Profile Avatar: Yes Page administrator: Yes Photos: 0 Video: 0 Notable Alumni: 14 Listed Alumni: 47,101 Top 3 Workplaces: Prudential Financial, ADP, Novartis Top 3 Professions: Education, Sales, Operations Content Updates in the last 30 days: 0 Recommendations in last 30 days: 18 Profile
  131. 131. Rowan University Rowan University’s LinkedIn account has a following of 30,501 which is approximately 251%% of the size of the student body. Their profile has all informational fields completed, with a prominent avatar and main photo. They utilize the front page media gallery the best of all , with 15 uploads - 3 video, and 13 photos of the campus, students, and culture. They have received 10 recommendations in the past 30 days and have posted 2 pieces of original content.
 Followers: 30,501 Profile Avatar: Yes Page administrator: Yes Photos: 12 Video: 3 Notable Alumni: 18 Listed Alumni: 27,869 Top 3 Workplaces: TD, Lockheed Martin, State of New Jersey Top 3 Professions: Education, Sales, Operations Content Updates in the last 30 days: 2 Recommendations in last 30 days: 10 Profile
  132. 132. 0 17500 35000 52500 70000 Followers 19,172 30,12230,501 34,283 65,392 Montclair Kean Rowan WP Ramapo
  133. 133. Montclair Ramapo Rowan WP Kean 270%336% 181%265% 251% LinkedIn Followers as Percentage of Student Body
  134. 134. 0 4 8 12 16 Pics/Vids 0 5 01 15 Rowan Ramapo Montclair WP Kean
  135. 135. Most Followers: Montclair - 65,392 Most Photos/Videos: Rowan - 15 Most Followers as Percentage of Students: Montclair - 336% Most Notable Alumni: Rowan - 18 Most Content Updates: William Paterson/Ramapo - 3
 Most Recommendations: Montclair - 18
  136. 136. Content Analysis
  137. 137. Top Content There was not much content shared across all schools - but all that did share updates posted about the 2014 graduates. Also, William Paterson’s Throwback Thursday post had the top engagement across the board for original content.
  138. 138. Key Insights
  139. 139. Conclusions • William Paterson is doing many things right, given LinkedIn’s limited capabilities in comparison to other platforms • William Paterson can improve social media marketing effectiveness across this channel with some very simple actions • Of the competitors, Montclair is doing many things that are leading to strong follower retention and growth, while Rowan exhibits good use of media and content within the space • LinkedIn’s platform is limited compared to other social media. The primary goals for this channel should be content dissemination for the appropriate audience (students, alumni, and prospects), making meaningful connections with this audience, and encouraging recommendations and the integration of WP into the profiles of all involved with the institution ◦ Content – post 1x per weekday per LinkedIn’s suggestion on how to best reach your audience • Content should focus on student/WP successes (graduates, awards, press), careers and future goals (stats on alumni), how else to connect with WP (link off to other social platforms that offer more opportunities for visual media and conversation), faculty/staff mentions (updates on new professors, press, featured profiles), and partnerships (charity work, co-ops, sponsored events) • Use more visuals in content to attract the eye of followers that visit your profile or see your updates in their feeds ◦ Engagement - In order to increase engagement, integrate questions into posts, especially those with imagery. When followers can relate and resonate with your posts (having a story to tell), they will interact if you ask them to do so ◦ Integration - In order to increase followers, you have to increase the presence of the LinkedIn page. This can be done by encouraging faculty/ staff and students/alumni to add WP to their LinkedIn profiles as their education or workplace. Include LinkedIn as part of your social media chiclet set on your website (not currently there) and in other means (e-blasts, video, etc.)
  140. 140. Recommendations
  141. 141. Brand Recommendations Brand consistency is important as you spread your voice from traditional channels to multiple social channels.
  142. 142. Branding Consistency It’s important that brand consistency is maintained across all social media outposts. That means; logos, contact information, brand messaging, etc. Whenever a change is made to one, review all others to make sure they stay in line. While other departments may manage their own accounts, make sure they adhere to guidelines the social media department lays down and support them with best practices. Logos are different across all channels - they should be made consistent
  143. 143. Messaging Brand consistency messaging suggestions: 1) Consider LinkedIn as a channel for marketing campaigns and messages such as Will.Power. You can use it in profile graphics, and posts through shared images, video, etc. 2) LinkedIn is also powerful to showcase successes of students/alumni and faculty/staff in the form of awards, press, honors, and career spotlights 3) Make sure “About” or bio elements of your LinkedIn profile are consistent, within their framework, with the same elements used on other networks and in other communications materials. 4) Make sure visual branding (logos, backgrounds, fonts, etc) are consistent across all social media networks within the framework they allow. WP’s Annual Report - a great piece of content showing student success and academic excellence. - upload important excerpts to LinkedIn
  144. 144. Visual Media LinkedIn has broadened its capabilities for company pages and what they can upload. Company updates support a variety of formats including text and a link to a website, image, SlideShare presentation, or YouTube and Vimeo video. William Paterson should take advantage of these options and include visual media uploads on LinkedIn that are being shared across other social platforms.
  145. 145. Management Recommendations The following are recommendations for overall LinkedIn strategy as well as content and day to day management.
  146. 146. Management Recommendations 1) The WP “chicklet” identity is being employed on the other William Paterson social media platforms, and therefore we recommend using it on LinkedIn as well to maintain identity consistency across audiences and platforms. We strongly encourage using the formal university name in conjunction with the WP chicklet, as you are doing now.Add more photos/video to the home page media gallery - this is one of the first things a user see when visiting your profile 2) Add more photos/video to the home page media gallery - that is one of the first things a user sees when visiting your profile 3) Stick to the 80/20 rule of content marketing: 80% about your audience, 20% about you 4) Post 1x per weekday: 20 posts per month as LinkedIn’s recommendation to reach 60% of your audience 5) Post more visual media in company updates (photos, video, presentations) 6) Encourage engagement by asking questions within posts 7) Encourage the integration of WP into faculty/staff/alumni/student LinkedIn profiles as a place of education or work to boost presence on the platform 8) Refrain from posting personal or sensitive information about staff or students, adhere to FERPA and internal communications guidelines 9) Be sure graphical identity branding is consistent with other social media outposts. Be sure all departments adhere to social media branding guidelines
  147. 147. Content Best Practices Content Topic Breakdown 20% 20% 20% 20% 20% Brand/Informational For/About Audience Press Marketing Alerts Registration deadlines Annual Report Faculty/Staff updates Student successes Alumni successes/career spotlights Campus/off-campus event pics/vids Historical/artistic campus pics Links off to other social platforms etc. Stick to the 80/20 rule of content marketing: 80% about your audience, 20% about you. The 20% should be brand and informational posts such as the WP annual report, faculty/ staff updates, etc. while the 80% should be aimed at valuable content for Followers with the brand voice: sharing an interview with a professor, campus events, images and video from student activities, student successes, etc. For each update that falls into the brand/ informational bucket, 4 should from the inspirational/aspirational bucket.
  148. 148. Prioritize Measurement The recommendations we’ve made should serve to raise brand awareness, enhance brand perception, boost community participation and increase web engagement among prospective students, their parents, students, faculty, staff, alumni and other supporters. In order to measure success you should focus on a few key metrics: Followers - your number of followers is easy to track to see increased community interest. Engagement - number of likes, comments, and shares to see which types of content resonates on the LinkedIn platform Recommendations - how many you are receiving every 30 days and the sentiment behind each (why do people love WP?) Google Analytics - The monthly Fuseideas analytics report will summarize how many visitors are being directed to your site via LinkedIn, where they go, how long they stay on site, etc. Any deeper metrics such as page views, visitors, keywords, common industries, and user data require social measurement tools.
  149. 149. Growth Recommendations
  150. 150. Growth Recommendations The following are recommendations for increasing LinkedIn account Followers: 1) Use campus signage to build awareness of LinkedIn account. 2) Make sure LinkedIn account is included in all campus communications (web, print, email, TV, etc.) with a call to action such as “become a connection on LinkedIn”, “add WP to your LinkedIn profile and share you success” , etc. 3) Add LinkedIn chiclet to http://www.wpunj.edu/ home page header. 4) Mention LinkedIn account on Facebook, Twitter, YouTube videos, Google+, etc. 5) Encourage Faculty/Staff to add WP as their workplace on LinkedIn to boost presence
  151. 151. Targets The following are target recommendations for WP’s LinkedIn account: 1) Achieve LinkedIn following that surpasses the % of the leading competition: Montclair University. Strive for 40,000+ followers 2) Increase content execution from 1x per 10 days to 1x per weekday to achieve LinkedIn’s recommendation of 20 posts per month 3) Increase image/video in the media gallery by 400% (25 uploads) to have a full gallery and surpass competition
  152. 152. Appendix
  153. 153. Image Specifications Source: http://www.goingsocial.ca/the-linkedin-cheat-sheet-for-image-sizing-dimensions/
  154. 154. Part 5: Campus Practitioner Social Media Integration
  155. 155. How to integrate University communication strategy and practitioners into social Focus on the priority platforms Manage your highest priority platforms well, maintaining a robust but manageable mix that correlates to your audiences and goals. Note that some colleges concentrated on only one platform, which can limit broad audience engagement. However, too much of a good thing will also undermine your ability to manage social media productively and invest in it wisely. Concentrate your efforts and campus practitioners on the platforms that are most productive for William Paterson - Twitter, Facebook, Instagram, YouTube and LinkedIn. Integrate your content and your team Make sure your campus understands that social media needs to be an integrated part of the overall University PR/MarCom strategy and practice. Your goal is to demonstrate the brand themes via content created for the web. This practice will showcase the proof of your brand ‘promise’ in a very real, authentic manner. Thus, all content created for the web should be created with social media in mind. The social media leader(s) should be at the table for all important content creation/strategy/marketing discussions and there should be a general consensus that the abundance of stories will: be shared on the web, be brief, include photography and have an obvious tie to the brand themes (pillars of the brand). The digital team and social media director should be included in all planning for large scale events and campaigns. This includes but is not limited to: graduation, new student open house/new admission cycle planning, annual giving, capital campaigns, emergency response team, alumni programs, reunions, anniversaries, dedications, etc.
  156. 156. HOW TO INTEGRATE UNIVERSITY COMMUNICATION STRATEGY AND PRACTITIONERS INTO SOCIAL Create a sustainable strategy Instead of focusing on stand alone campaigns to ‘keep social going,’ focus on integrating social media as a natural element in all priority communications themes: enrollment, life on campus, life beyond campus and life after campus. Create social conversations around these larger situations and link the conversations to events or stories you have created or curated. These can be fun as well as serious. You probably already have an institutional editorial calendar a starting point to launch these discussions and activities. Listen to your social voices William Paterson’s social media presence is more than what it posts on it’s platform accounts. It is also what others a) say about you, b) create about you and c) share about you. Because of this, a listening strategy is crucial. This can easily be set up via Tweetdeck, HootSuite, Google Alerts or any social media monitoring service. The goal is to track sentiment and trending mentions of the brand. Some mentions you will be able to anticipate, and some not. Uncovering and dealing with issues and opportunities urgently is a primary focus for the social media listening strategy.
  157. 157. HOW TO INTEGRATE UNIVERSITY COMMUNICATION STRATEGY AND PRACTITIONERS INTO SOCIAL Promote your social channels actively Showcase your social media accounts via your SM Directory, making it public. A hash tag list and explanation of their use should also accompany your listing. As a management practice, for practitioners to maintain a place on the directory, they should be required to follow your guidelines for graphics, naming, photography use, and standards for content maintenance. Measure activity, engagement, growth and impact Measurement is also a way that WP can integrate social media better. Social media can and does refer people to conversion pages on the site. This fact alone should earn your social media leaders a place at the table for any content related discussions; social needs to be part of the planning process to achieve a valuable and measurable marketing result for the campus.
  158. 158. Some thoughts on expanding your team and social media opportunities We’d love to see everyone at WP (faculty, students, departments, alumni) using social media, using it well, creating great content and using social to make a positive impact on their own goals, and institutional goals. In order to know how to make the best use of your team and campus resources, here are some guidelines to think about: ● How much involvement do you want/can you manage from faculty, departments, students and alumni groups? (This will inform who should be using social media.) ● How much support can you provide: for graphics, content, video, livestreaming, education, live chats, etc? (This will inform what you should post and when.) ● How much control can you maintain: via strategy, admin rights, passwords, standards, photography? (This will inform who uses social and how.) ● How much time/money can you invest in creating content for the web? (Videos, live chats, hangouts, written stories, audio, etc.) ● Beyond cornerstone events, what other events, activities, departments, opportunities, traditions, celebrations does WP have that you can capitalize on? How can you build a unique buzz around that your community will gladly participate in/ identify with?
  159. 159. Appendix: Case Studies
  160. 160. Some thoughts on expanding your team and social media opportunities Annual Giving: http://givingday.columbia.edu/, http://www.columbiaspectator.com/news/2013/10/24/giving-day-raises-78-million Crowdfunding: http://middstart.middlebury.edu/, http://www.case.org/Publications_and_Products/2013/MayJune_2013/ Crowd_Around.html Events: http://www.jhsph.edu/events/gun-policy-summit Alumni Engagement: http://alumpics.wordpress.com/ Annual Giving/Engagement: http://alumnet.simmons.edu/simmtober Student Pride/Recruitment/Alumni: https://tagboard.com/belmont2anywhere Content Curation/Authentic Content/Integrated Campaigns: Hamilton College - The Scroll, http://www.hamilton.edu/news/story/hamilton- leads-the-way-in-social-media Best All Around Social Media Integration/Content Creation: https://www.facebook.com/tamu, http://www.tamu.edu/about/social- directory.html, http://brandguide.tamu.edu/social-media-templates.html, http://tamutimes.tamu.edu/2013/03/01/texas-am-cited-by-daily- beast-for-adept-social-media-use-school-spirit/#.U3uDFlhdX_Q Join a Hangout w/Duke: http://spotlight.duke.edu/socialmedia/2012/04/10/join-a-hangout-with-duke/ Live FB Chats: https://www.facebook.com/FullSailUniversity Student Run Accounts/Takeovers: http://weatheringthenorm.blogspot.com/2014/04/what-ive-learned-thanks-to-our-student-run- instagram-account.html Recruitment: #SeeBlue http://www.uky.edu/Admission/ School Pride Campaigns: http://chronicle.com/blogs/headcount/temple-u-creates-a-social-media-campaign-and-sees-a-surge-in-school- pride/31992 https://www.flickr.com/photos/kennedyschool/sets/72157637054260853/ You can also find more here: http://socialmediaforcolleges.com/

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