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7 Questions to Ask Before You Jump into Social Media Marketing

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Originally presented at The Association of College and University Housing Officers International’s (ACUHO-I) Business Operations Conference in Scottsdale, AZ, in October 2016. Covers topics related to university departmental engagement with students on social media.

Published in: Social Media

7 Questions to Ask Before You Jump into Social Media Marketing

  1. 7Questionstoask beforeyoujumpinto Social Media Marketing
  2. So who is this guy? @paulgordonbrown
  3. @paulgordonbrown www.paulgordonbrown.com paulgordonbrown@gmail.com
  4. #ResLifeSocial This session is Twitter-friendly. @paulgordonbrown
  5. 89% of adults 18-29 years old use social media 67% access it on mobile 98% of adults ages 18-29 are on the internet (Brenner, 2013; Brenner & Smith, 2013; Pew Internet Project, n.d.) younger generations are using the internet, social media, and mobile technologies at a high rate
  6. @paulgordonbrown
  7. You might fall @paulgordonbrown
  8. fall FORWARDBUT @paulgordonbrown
  9. social media is a TOOL @paulgordonbrown
  10. social media is also a CONTEXT @paulgordonbrown
  11. broadcasting
  12. engagement
  13. teach doing Help students by Take the leap with them.
  14. Story Time @paulgordonbrown
  15. @paulgordonbrown
  16. My tweet: Their responses: Notice the difference.
  17. @paulgordonbrown
  18. “Can passenger Paul Brown please press the flight attendant call button?” @paulgordonbrown
  19. Later, I payed it forward.
  20. PB+ an unconventional relationship
  21. @paulgordonbrown
  22. @paulgordonbrown
  23. @paulgordonbrown
  24. @paulgordonbrown
  25. Q 1.Whatareyourgoals? 2.Whois/areyouraudience(s)? 3.Whatplatformswillyoubeon? 4.Whatisyoursocialmediaidentityandtone? 5.Howwillyouorganizeyourselfandengage partners? 6.Whattypeofcontentwillyougenerateand whowillgenerateit? 7.Howwillyoumakeitfunandrelevant?
  26. Q Whatareyour goals? ONE
  27. Goal@paulgordonbrownModified from Gross, 2014
  28. Be helpful? Be a champion? Provide information? @paulgordonbrownModified from Gross, 2014
  29. Outcomes 1. Develop relationships with your students 2. Develop community 3. Model appropriate online behavior 4. Customer service 5. Marketing and information sharing 6. Reading student culture/discourse @paulgordonbrown
  30. example
  31. University of Houston @paulgordonbrown
  32. Outcomes1. Develop pride in the institution 2. Develop community and common purpose These outcomes aren’t just reinforced for the students and staff who directly contribute to the effort. Spas virtual and physical contexts. @paulgordonbrown
  33. Q Whatareyour goals? ONE
  34. Q Whois/are your audience(s)? TWO
  35. Who’s your audience?
  36. All students?
  37. A sub-population?
  38. Parents?
  39. Alumni?
  40. Stakeholders?
  41. example
  42. #BennyOnTheMove @paulgordonbrown
  43. Outcomes 1. Develop pride in the institution 2. Engage alumni and create cross- generational connections 3. Enhance sense of globalism, promote study abroad @paulgordonbrown
  44. Q Whois/are your audience(s)? TWO
  45. Q What platformswill youbeon? THREE
  46. What are your platforms? @paulgordonbrown
  47. What are your platforms? @paulgordonbrown
  48. 0 25 50 75 100 Facebook Instragram Twitter Pintrest LinkedIn 23 3437 53 87 Social Media Platform Adoption (2014) 18-29 year olds Source: Pew Research Center Social Media Update 2104 @paulgordonbrown
  49. Sex Race Age Educational Level Income Employment Status Urban/Rural Which demographic breakdown reveals the biggest disparity in social media adoption? @paulgordonbrown
  50. 0 25 50 75 100 Facebook Instragram Twitter Pintrest LinkedIn Social Media Platform Adoption (2014) Source: Pew Research Center Social Media Update 2104 @paulgordonbrown
  51. Age @paulgordonbrown
  52. 0 25 50 75 100 Facebook Instragram Twitter Pintrest LinkedIn Social Media Platform Adoption (2014) Age comparison 18-29 yo 65+ yo Source: Pew Research Center Social Media Update 2104 @paulgordonbrown
  53. 0 25 50 75 100 Facebook Instragram Twitter Pintrest LinkedIn Social Media Platform Adoption (2014) Household income comparison Less than 30k/yr More than 75k/yr 30k- 30k- 75k+ 75k+ 75k+ Source: Pew Research Center Social Media Update 2104 @paulgordonbrown
  54. 0 25 50 75 100 Facebook Instragram Twitter Pintrest LinkedIn Social Media Platform Adoption (2014) Race comparison White Hispanic Black Black Black Black White White Source: Pew Research Center Social Media Update 2104 @paulgordonbrown
  55. 0 25 50 75 100 Facebook Instragram Twitter Pintrest LinkedIn Social Media Platform Adoption (2014) Sex comparison Men Women Women Women Men Women Men Source: Pew Research Center Social Media Update 2104 @paulgordonbrown
  56. example
  57. Boston College @paulgordonbrown
  58. Outcomes1. Point out hurtful comments and problematic behavior. 2. Describe the negative effects of hurtful comments on target groups. 3. Modify their own behavior. 4. Create a more welcoming campus climate. 5. Encourage student action. @paulgordonbrown
  59. @paulgordonbrown
  60. @paulgordonbrown
  61. @paulgordonbrown
  62. @paulgordonbrown
  63. Q What platformswill youbeon? THREE
  64. Q Whatisyour socialmedia identityand tone? FOUR
  65. Identity ? @paulgordonbrownModified from Gross, 2014
  66. ? The royal “we?” Do we know who you are? Or is it a persona? @paulgordonbrownModified from Gross, 2014
  67. Formality @paulgordonbrownModified from Gross, 2014
  68. LOL 😃 👍 Thank you for your inquiry. ¯_(ツ)_/¯ @paulgordonbrownModified from Gross, 2014
  69. Tone @paulgordonbrownModified from Gross, 2014
  70. Playful? Sarcastic? Authoritative? @paulgordonbrownModified from Gross, 2014
  71. example
  72. @paulgordonbrown
  73. @paulgordonbrown
  74. @paulgordonbrown
  75. @paulgordonbrown
  76. @paulgordonbrown
  77. Q Whatisyour socialmedia identityand tone? FOUR
  78. Q Howwillyou organize yourselfand engage partners? FIVE
  79. Centralized, Decentralized, or Hybrid Model
  80. Administrative Support? Campus Partners?
  81. Everyone on campus can get involved…
  82. Career Services Departments/ Schools of Communication University Marketing Information Technology Alumni Unique Partnerships
  83. example
  84. Q Howwillyou organize yourselfand engage partners? FIVE
  85. Q Whattypeof contentwill yougenerate andwhowill generateit? SIX
  86. CONTENT IS KING @paulgordonbrown
  87. Who’s content? developing your @paulgordonbrown
  88. Matrix Topic Examples % ModifiedfromGross,2014
  89. Topic Examples % Leadership Articles Found on the Web; Added to our blog from student class assignments 40% Highlights Profiles of staff, student leaders, and highlights of student organizations 30% Pride Photos Photos of our mascot, photos from events 10% Deadlines Informational: org fair sign-ups, last day of classes, last day to drop classes 20% @paulgordonbrownModified from Gross, 2014
  90. example
  91. Communication Infrastructure
  92. Ed Cabellon, Ph.D. @EdCabellon www.EdCabellon.com
  93. http://bit.ly/bsusmguide15 Ed Cabellon, Ph.D. @EdCabellon www.EdCabellon.com
  94. http://bit.ly/bsurccsmjd Ed Cabellon, Ph.D. @EdCabellon www.EdCabellon.com
  95. integrated marketing team managers Kath Bukis Print Shop Manager Chloe Corsi Manager Catherine O’Malley BSUlife.com Editor in Chief Jessica Laudati Design Team Manager Emily Cohn Video Team Manager Laura Lawton Social Media Manager 5 5 7 5 6 2
  96. http://bit.ly/bsusmmarketingworksheet Ed Cabellon, Ph.D. @EdCabellon www.EdCabellon.com
  97. Q Whattypeof contentwill yougenerate andwhowill generateit? SIX
  98. Q Howwillyou makeitfun andrelevant? SEVEN
  99. CONTENT IS KINGCONTACT @paulgordonbrown
  100. followers… @paulgordonbrown contests? orientation? campaigns?
  101. sociallistening @paulgordonbrown@paulgordonbrown whatare students saying?
  102. jumponsocialtrends…
  103. Involve students
  104. example
  105. Q Howwillyou makeitfun andrelevant? SEVEN
  106. Q 1.Whatareyourgoals? 2.Whois/areyouraudience(s)? 3.Whatplatformswillyoubeon? 4.Whatisyoursocialmediaidentityandtone? 5.Howwillyouorganizeyourselfandengage partners? 6.Whattypeofcontentwillyougenerateand whowillgenerateit? 7.Howwillyoumakeitfunandrelevant?

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