Social Media Strategy
Rachel Metscher Veronica Steele
Director, Hobsons Social Media Manager, Concordia-Irvine
July 22, 20...
Goals
3
Goal One: Social Media Army
4
Goal Two: Tell Your Story
5
Your Presenters
6
Use for Social Media in Higher Ed?
7
*Before Veronica Steele
Concordia University Irvine- BVS*
8
Let’s Get on the Same Page
9
Problem
Social
Media
10
Solution:
11
Set up Community Managers
12
Who and What departments would make excellent
resources involved in your institutions social media
program?
Activity Ti...
13
Sample list of Departments
14
Listening versus Monitoring
Why You Need the Right People
15
What’s Involved in Training
http://www.cui.edu/aboutcui/social-media
16
Social Media Playbook
Trainings Over Now What?
17
After Training, What Happens
18
But First You Need..
19
Nail Down Your Social Media Strategy: P.O.S.T
Create Your Formula for Social Media Success =
20
If you are focusing on whether you should “do YouTube” or “Pinterest” you don’t
get it
P.O.S.T or BUST
21
You have you teams outlines, now outline
your P.O.S.T
• People
• Objective
• Strategy
• Technology
Activity Time
22
Where to Begin
Best Practices
24
Best Tip #1: Learn from Others, Help Others
25
Best Tip #2: Read, Read, some More
26
Otherwise you plan for failure
Best Tip #3: Plan for Success…
27
Best Tip #4: Where to Find Resources?
28
PABs =
Best Tip #5: You Need an Executive Champion-
29
Best Tip #6: Change is Hard-
30
Lesson #7: It Takes a Village
I am
ready
Can’t
Wait
Yay!
I
Tweet!
31
Bonus #1: Don’t be Afraid
32
Caring is Sharing, but where do you begin?
Bonus #2: Where Can You Find Content to Share
33
Bonus #3: Be Passionate: Excitement is Key
34
Bonus #4: Control versus Channeling
35
Bonus #5: Reporting
This graphic comes from a Corporate Executive Board social media member survey. Those surveyed were...
36
What to Report? Suggestions
Bonus #5: Reporting
37
Bonus #5: Engagement vs. Broadcasting
38
Wrap Up
39
Questions
40
• Radian6
• eBooks: http://www.salesforcemarketingcloud.com/resources/ebooks/
• Blog: http://www.salesforcemarketingclo...
41
• Marketplace
Education: http://www.marketplace.org/topics/economy/education
• Experian Blog: http://www.experian.com/b...
42
• Ensure Strategt Not Tactics Drives Social Media
http://www.marketingprofs.com/articles/2013/10784/ensure-that-strateg...
43
More Resources
• Brian Solis, http://www.conversationprism.com/
• HootSuite blog, http://blog.hootsuite.com/social-medi...
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Higher Ed Social Media Strategy Workshop (Hobsons U 2013)

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Social media has become an ubiquitous part of business marketing. Recognizing that it is essential to integrate your efforts surrounding the use of social media to complement your marketing and communication plan, this workshop will include a discussion around tying these efforts together and best practices in doing so. During this hands-on workshop, we will help you get started on developing a social media strategy with laying down the foundation for a consistent and clear path. This workshop is designed for those who are at the early stages of using social media at their organizations.

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  • RachelI’ll kick things off
  • RachelGoal of this presentation is to help you build and maintain an army of many, a few or of one.Ragan, a PR publisher, partnered with NASDAQ OMX Corporate Solutions to produce a survey that details the social media. They surveyed 2,714 respondents online, focusing on communicators, marketers, public relations pros and others whether they have someone who focuses exclusively on social media, or if their social media duties are duties on top of their regular work.Most organizations don’t have an employee who focuses on social media. 65 percent of respondents do social media on top of their other duties. Nearly 83 percent work on teams of three or fewer.
  • RachelSocial media provides you an opportunity to tell your schools story directly to prospective students, current students, alumni, and staff. What’s storytelling? Social media provides you the opportunity to:EngageBuild relationshipsCaptivate with the right contentIncrease the opportunity for others to share your content (getting folks to do your marketing)
  • Rachel & VeronicaVeronica@ CUI for 6 years > Admissions > IT (CRM) > MarketingFun Fact: I was expelled from preschool (I’m a rebel)Rachel2 ½ years at Hobsons in communications and advocacy. Wrote Hobsons first social media strategy for corp wide adoptionPreviously worked at TPR where I started engaging with prospective students via social mediaWritten for Social Media Today, PR Week, MarketingProfs on the topic of social media strategy for business and education Fun fact: I was a TV extra on HGTV Curb Appeal
  • VeronicaNo debateBeyond discussion, how to use it Students aren’t the only ones using Social Media.employees, parents, donorsHow schools use SMGeneral outreachProfessional developmentPotential studentsSchool Pride (mascot pages)Classrooms
  • VeronicaCUI had social media accounts created by former CUI employees who still has Admin rights No monitoring No listening No branding No engagement No redirecting (costumers were leading the discussion)Administrators were fearful of SM No control Misinformed about who is on SM sites No revenue value
  • VeronicaPeel back what you brought to the institutionExperience with UG populationBrand and knowledge of the UniversityLayout of the University (departments)
  • VeronicaNew role, expectations, what departments and people where doingOne person cannot control or manage ALL the social media that needs to be happeningExecutive champion let me create the role of SMM @CUITeacher, Student, Implementer, Strategist
  • VeronicaFocusing on control, but managing the crowdOrganize the chaosget control of rogue accountssearch and recognize talent among staffcreate policiesbecome a cheerleader , lawyer, and marketer
  • VeronicaWho are theyWhat the characteristic Important interns- still learning, but do not know how to speak the languageTeachingHub and Spoke modelMultiple Hub and Spoke Champions in different departmentsLearnersDetail-orientedWilling to learn new technologyExperts in their fieldNetworkersInternships
  • Veronica5 minutes jot down ideas2 minutes share with your neighbor5 minutes to share with the groupDean of Students
  • Rachel and Veronica (Rachel intro and Veronica to supplement)Poll the audience, who would be great departments to partner with?
  • http://embed.ted.com/talks/alexis_ohanian_how_to_make_a_splash_in_social_media.htmlVeronicaTalk about before you talk you need to listening.Why listening and monitoring are differentWhat is involved in both?Mr. Splashy Pants TEDtalkGreenpeace wasn’t listening nor were they monitoring – they were focused on controlMonitoring is standing on the sideline and watching what is going onLittle involvement or engagementSee where things goListening is ACTIVEListening to the good and bad of what your audience has to sayCan involve engagement (polls, questions of the day, surveys)Listening requires a “we’ve heard you” response
  • VeronicaWalk through trainingScreen shot of Concordia website- first placeVS share her insight to trainingWalk through why Authentic voice is importantExampled of both departments and student groups (SGA)What Social Media isn’tSoap boxBulletin BoardAuthentic voice(s)Training begins with strategyGoalsObjectivesAudienceFears & ChallengesTacticsAvailable resourcesPeople in department / studentshttp://www.cui.edu/aboutcui/social-media
  • RachelTalk about the bookWhat’s in itHow it is used? Resource versus rulesExplain philosophyExample Red Cross playbook
  • RachelReinforce training and guidelinesSet expectations of what you expectWhy set up policies or not?Difference between a policy and playbookVS share her website, https://www.cui.edu/aboutcui/social-media/what-is-social-mediaGuidelinesBest practicesSocial Media Policy
  • RachelArmy Trained, Now What?
  • RachelYou have seen where we are now this is where we are headed(Ground Swell 2008)In order to create a consistent message we need all parties to participate in our strategy of POST.
  • Rachel
  • RachelFolks will outline their P.O.S.TPeople- who will manage? Participate? Monitor?Objective- what do you want to get out of it. SMART goalStrategy- How to you plan to execute the objectTechnology- where is your target audience?If time allots share with the group
  • VeronicaWhere to beginCreate an account and take note of the steps (this allows you to identify with other users and or trainees)Follow people, companies or brands you are interested inMonitor what they are doingTake notes through the process so you can better help others through itPositives & negatives
  • VeronicaTeaching is ongoing, we are always learning and re-learning2012 Banner Conference – networking and teaching moments
  • VeronicaImportance of keeping tabs on social mediaJust because it’s new or popular doesn’t mean it’s right for youFind articles and case studies to help you understand where your Institution should be and where SM sites are headed (it changes often)
  • RachelSM procedurePlan for failureCant ignore it
  • VeronicaWhere to find information to learn moreNetwork – LinkedInRadian6Hobsons BlogSocial Media Strategy Summit Blog
  • RachelAny new initiative needs executive support otherwise it is doomed to never get off the ground. My team began to make small wins, but I neglected to engage our C level folks. Bad move. It wasn’t until our new managing director joined our company that he began to ask questions about our social media channels. Interest is always a good indication as it leads to the ability to share your plans in a open forum. Working with the managing director helped me understand what the C suite wanted. Did he care about how many followers we had? Interesting fact to me, but not to him. He did want to hear how we help customers via social media and increased engagement with our client and prospective audience. By sharing mini case studies with the team based on different internal and external wins, I was able to leverage our wins in terms of what C level executives care about: minimizing risk to the organization, increasing our awareness (which leads to more people know about our company and potentially buying our service, aka revenue), and sharing our client success stories that peaked our trades interest. I learned rather quickly my executives didn’t care about how many followers we had, but did care that we were able to resolve customer services issues quickly. Example? Recently at our user group meeting we were experience wifi issues and our attendees began to post on Twitter how slow the wifi was. Since we monitor the feeds, I saw this issue and was able to connect to our events team and solve the issue. Big deal you say? I was able to resolve the wifi issues within 3 mins. 3 mins sounds impossible, right? Not really. Once I say the feed and let people know that we were aware of the issue and were taking care of it, people responded with” thank you(s)” and “awesome(s).” mitigating risk will always get the c suite attention.  When I presented to our chief executive officer on our strategy, he supported it not because that’s what our other competitors were doing because I sold him on the ability that we could mitigate risk. He saw the value that using social media from that point forward. Also, I was able to get some of our executives to perform in a variety of social media activities from participating in tweet chats to setting up Twitter accounts and actively engaging with our market.
  • RachelYou have seen where we are now this is where we are headedIn order to create a consistent message we need all parties to participate in our strategy of POST. Example, when worked with CC about their social assets. Before working with us there was any consistence to the SM sites. Sometimes they post, sometimes they answered questions. But no thought about their effort and what it was yeilding. We just knew we had to do something.By working through the post model- we identified their ultimate goal was drive traffic back to there site. (Objective). We then came up with a strategy that supported the objective with perspective tactics to support. Through ongoing coaching we have been able to improve traffic to CC.Ultimate, our strategy is to build 16 consistent channels and use our social media champions to send a consistent message. The SMC will have training, a handbook, and a style guide that helps them in their efforts. We want people to work with us and be collaborative. That doesn't’t mean everyone creates their own channel; however we can have folks participate better in the existing channels with guidance and support. (example- there are many LI groups in which people can participate but we don’t. we need folks to have training so they know how to act and not make mistakes that reflect on Hobsons brand). We know from experience that without education and training people will flounder and their efforts will be unsuccessful.Other groups that we have not engage with yet, are missing opportunities to leverage social media or not consistently using the medium. I believe this is because we are not measuring our efforts and not defining why we are engaging in SM before building the SM channel.Ultimately I want people to engage within specfic SM channels that are trained, understand the expectations of particiapting and use the guide to build SM sites (if possible).If we want to build our SM channels we need to all pull for the same framework and evaluate what we are doing.
  • RachelBest Tip #6: It Takes a VillageOwnershipCommunity managersGuidelinesNeed to identify your key folks for certain issuesNumbers from campus
  • VeronicaLesson learned from Preschool expulsionBe boldBe guarded risk-takers (politically wise)Find proof to back up experimentation Bosses and Executives don’t know everything – that’s why they hired you
  • VeronicaMake connections with other SM brand managersConsultants can help – but they are not your institutions Brand ChampionBuild your reputation by sharing others content Give back and be authenticInviting someone to follow / like / connect with you should be an individualized message
  • RDM and VS
  • RDM and VSControl versus Channeling. You cannot control your message over social, but you can influence it.Hobsons U exampleHelp drive the conversation
  • Put a stake in the ground.It existsPoints of how to Reporting: this shouldn't’t be the end all be allConsiderEvolving Take your time to learn itAccurate data is better than no data
  • RDM and VS
  • What did you learn today? Wrap up ideasImages of what you learned
  • New trend= students at colleges CU Connections
  • Higher Ed Social Media Strategy Workshop (Hobsons U 2013)

    1. 1. Social Media Strategy Rachel Metscher Veronica Steele Director, Hobsons Social Media Manager, Concordia-Irvine July 22, 2013
    2. 2. Goals
    3. 3. 3 Goal One: Social Media Army
    4. 4. 4 Goal Two: Tell Your Story
    5. 5. 5 Your Presenters
    6. 6. 6 Use for Social Media in Higher Ed?
    7. 7. 7 *Before Veronica Steele Concordia University Irvine- BVS*
    8. 8. 8 Let’s Get on the Same Page
    9. 9. 9 Problem Social Media
    10. 10. 10 Solution:
    11. 11. 11 Set up Community Managers
    12. 12. 12 Who and What departments would make excellent resources involved in your institutions social media program? Activity Time
    13. 13. 13 Sample list of Departments
    14. 14. 14 Listening versus Monitoring Why You Need the Right People
    15. 15. 15 What’s Involved in Training http://www.cui.edu/aboutcui/social-media
    16. 16. 16 Social Media Playbook Trainings Over Now What?
    17. 17. 17 After Training, What Happens
    18. 18. 18 But First You Need..
    19. 19. 19 Nail Down Your Social Media Strategy: P.O.S.T Create Your Formula for Social Media Success =
    20. 20. 20 If you are focusing on whether you should “do YouTube” or “Pinterest” you don’t get it P.O.S.T or BUST
    21. 21. 21 You have you teams outlines, now outline your P.O.S.T • People • Objective • Strategy • Technology Activity Time
    22. 22. 22 Where to Begin
    23. 23. Best Practices
    24. 24. 24 Best Tip #1: Learn from Others, Help Others
    25. 25. 25 Best Tip #2: Read, Read, some More
    26. 26. 26 Otherwise you plan for failure Best Tip #3: Plan for Success…
    27. 27. 27 Best Tip #4: Where to Find Resources?
    28. 28. 28 PABs = Best Tip #5: You Need an Executive Champion-
    29. 29. 29 Best Tip #6: Change is Hard-
    30. 30. 30 Lesson #7: It Takes a Village I am ready Can’t Wait Yay! I Tweet!
    31. 31. 31 Bonus #1: Don’t be Afraid
    32. 32. 32 Caring is Sharing, but where do you begin? Bonus #2: Where Can You Find Content to Share
    33. 33. 33 Bonus #3: Be Passionate: Excitement is Key
    34. 34. 34 Bonus #4: Control versus Channeling
    35. 35. 35 Bonus #5: Reporting This graphic comes from a Corporate Executive Board social media member survey. Those surveyed were asked to indicate which metrics they use to track the performance of a social media campaign. Social Media Metrics
    36. 36. 36 What to Report? Suggestions Bonus #5: Reporting
    37. 37. 37 Bonus #5: Engagement vs. Broadcasting
    38. 38. 38 Wrap Up
    39. 39. 39 Questions
    40. 40. 40 • Radian6 • eBooks: http://www.salesforcemarketingcloud.com/resources/ebooks/ • Blog: http://www.salesforcemarketingcloud.com/blog/ • Webinars: http://www.salesforcemarketingcloud.com/resources/webinars/ • Public Relations Society of America (PRSA) • Blog: Building Marketing Strategies for Higher Education : http://buildingmarketingstrategies.wordpress.com/ • Blog: Social Media Strategies Summit: http://socialmediastrategiessummit.com/blog/ • Social Media Today, http://socialmediatoday.com/ • Metscher’s Musing, http://metschermusings.wordpress.com/ • Social Media Playbook: http://www.slideshare.net/rmetscher/social-media- playbook-20544843 • How to Create Your Own Social Media Playbook, http://readwrite.com/2012/04/09/how-to-create-your-own- social#awesm=~obTk8MFg9aUFHR Resources
    41. 41. 41 • Marketplace Education: http://www.marketplace.org/topics/economy/education • Experian Blog: http://www.experian.com/blogs/marketing-forward/ • Hobsons Blog: • Content Marketing Institute: http://contentmarketinginstitute.com/ • How to Setup a Social Media Business Strategy http://www.socialmediaexaminer.com/how-to-setup-a-social-media- business-strategy/ • http://www.forbes.com/sites/deannazandt/2013/05/22/3-essential- components-of-successful-social-media-campaigns/ • Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-to- promote-your-brand-on-youtube?adref=nlt062613 • Six Digital Metrics to Watch, http://goo.gl/Q3LUi • Social Media ROI: http://bootcampdigital.com/measuring-social-media-with- alan-knecht/ Resources
    42. 42. 42 • Ensure Strategt Not Tactics Drives Social Media http://www.marketingprofs.com/articles/2013/10784/ensure-that-strategy- not-tactics-drives-your-social-media • What Do You Need to Make Social Media Successful in Higher Ed? http://socialmediatoday.com/rmetscher/1600341/what-do-you-need-make- social-media-successful-higher-ed • 9 Ways to Keep You Fresh, Inspired and Creative, http://www.problogger.net/archives/2013/07/05/9-ways-to-keep- you-fresh-inspired-and-creative • 5 Social Media Metrics That You Should Pay Attention To, http://socialmediatoday.com/digitalsherpa/1586596/5-social-media- metrics-you-should-pay-attention • Social Yin and Yang: The Perfect Union of Strategic Listening and Real- Time Engagementhttp://socialmediatoday.com/jordanv/1602056/social-yin- and-yang-perfect-union-strategic-listening-and-real-time-engagement Resources
    43. 43. 43 More Resources • Brian Solis, http://www.conversationprism.com/ • HootSuite blog, http://blog.hootsuite.com/social-media-storytelling-3/ • Winning the Sorytelling War by Jonah Sachs http://www.youtube.com/watch?feature=player_embedded&v=xvaPF_y-fiU • Summer and Social Media: Why You Need a Campfire, Fishing Pole, and a Good Story, http://socialmediatoday.com/bryan-kramer/1570971/summer- and-social-media-why-you-need-campfire-fishing-pole-and-good-story • Altimeter Group, Social Business Survey, http://www.altimetergroup.com/research/reports/evolution-social- business • Empowered, Groundswell’s blog, http://forrester.typepad.com/groundswell/ • 3 Reasons Why Social Media Policy Is More Important Than Strategy, http://marketingland.com/3-reasons-why-social-media-policy-is- more-important-than-strategy-43873

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