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.

19. “Can passenger Paul Brown please press the ﬂight attendant call button?” @paulgordonbrown

22. Later, I payed it forward.

23. PB+ an unconventional relationship

29. Q 1.Whatareyourgoals? 2.Whois/areyouraudience(s)? 3.Whatplatformswillyoubeon? 4.Whatisyoursocialmediaidentityandtone? 5.Howwillyouorganizeyourselfandengage partners? 6.Whattypeofcontentwillyougenerateand whowillgenerateit? 7.Howwillyoumakeitfunandrelevant?

30. Q Whatareyour goals? ONE

31. Goal@paulgordonbrownModiﬁed from Gross, 2014

32. Be helpful? Be a champion? Provide information? @paulgordonbrownModiﬁed from Gross, 2014

33. 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

36. example

37. University of Houston @paulgordonbrown

38. 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

39. Q Whatareyour goals? ONE

40. Q Whois/are your audience(s)? TWO

41. Who’s your audience?

42. All students?

43. A sub-population?

44. Parents?

45. Alumni?

46. Stakeholders?

47. example

48. #BennyOnTheMove @paulgordonbrown

49. Outcomes 1. Develop pride in the institution 2. Engage alumni and create cross- generational connections 3. Enhance sense of globalism, promote study abroad @paulgordonbrown

50. Q Whois/are your audience(s)? TWO

51. Q What platformswill youbeon? THREE

52. What are your platforms? @paulgordonbrown

53. What are your platforms? @paulgordonbrown

54. 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

55. Sex Race Age Educational Level Income Employment Status Urban/Rural Which demographic breakdown reveals the biggest disparity in social media adoption? @paulgordonbrown

56. 0 25 50 75 100 Facebook Instragram Twitter Pintrest LinkedIn Social Media Platform Adoption (2014) Source: Pew Research Center Social Media Update 2104 @paulgordonbrown

57. Age @paulgordonbrown

58. 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

59. 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

60. 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

61. 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

62. example

63. Boston College @paulgordonbrown

65. 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

70. Q What platformswill youbeon? THREE

71. Q Whatisyour socialmedia identityand tone? FOUR

72. Identity ? @paulgordonbrownModiﬁed from Gross, 2014

73. ? The royal “we?” Do we know who you are? Or is it a persona? @paulgordonbrownModiﬁed from Gross, 2014

74. Formality @paulgordonbrownModiﬁed from Gross, 2014

75. LOL 😃 👍 Thank you for your inquiry. ¯_(ツ)_/¯ @paulgordonbrownModiﬁed from Gross, 2014

76. Tone @paulgordonbrownModiﬁed from Gross, 2014

77. Playful? Sarcastic? Authoritative? @paulgordonbrownModiﬁed from Gross, 2014

78. example

84. Q Whatisyour socialmedia identityand tone? FOUR

85. Q Howwillyou organize yourselfand engage partners? FIVE

86. Centralized, Decentralized, or Hybrid Model

87. Administrative Support? Campus Partners?

88. Everyone on campus can get involved…

89. Career Services Departments/ Schools of Communication University Marketing Information Technology Alumni Unique Partnerships

90. example

95. Q Howwillyou organize yourselfand engage partners? FIVE

96. Q Whattypeof contentwill yougenerate andwhowill generateit? SIX

97. CONTENT IS KING @paulgordonbrown

98. Who’s content? developing your @paulgordonbrown

99. Matrix Topic Examples % ModiﬁedfromGross,2014

100. 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

101. example

103. Communication Infrastructure

105. Ed Cabellon, Ph.D. @EdCabellon www.EdCabellon.com

106. http://bit.ly/bsusmguide15 Ed Cabellon, Ph.D. @EdCabellon www.EdCabellon.com

107. http://bit.ly/bsurccsmjd Ed Cabellon, Ph.D. @EdCabellon www.EdCabellon.com

108. 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

109. http://bit.ly/bsusmmarketingworksheet Ed Cabellon, Ph.D. @EdCabellon www.EdCabellon.com

110. Q Whattypeof contentwill yougenerate andwhowill generateit? SIX

111. Q Howwillyou makeitfun andrelevant? SEVEN

112. CONTENT IS KINGCONTACT @paulgordonbrown

113. followers… @paulgordonbrown contests? orientation? campaigns?

114. sociallistening @paulgordonbrown@paulgordonbrown whatare students saying?

115. jumponsocialtrends…

116. Involve students

117. example

122. Q Howwillyou makeitfun andrelevant? SEVEN

123. Q 1.Whatareyourgoals? 2.Whois/areyouraudience(s)? 3.Whatplatformswillyoubeon? 4.Whatisyoursocialmediaidentityandtone? 5.Howwillyouorganizeyourselfandengage partners? 6.Whattypeofcontentwillyougenerateand whowillgenerateit? 7.Howwillyoumakeitfunandrelevant?

7 Questions to Ask Before You Jump into Social Media Marketing

7 Questions to Ask Before You Jump into Social Media Marketing

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7 Questions to Ask Before You Jump into Social Media Marketing