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A Tale of Strategy Discovery and Triumph

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Hear how Erin built out Dartmouth’s social media program to support institutional goals with a clear and measurable framework. You’ll leave this session armed with tricks and tips to identify your institution’s goals (even when they haven’t been made them clear), how to implement an analytics framework to measure success, and several (free) resources she’s created and use every day at Dartmouth!

Published in: Social Media
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A Tale of Strategy Discovery and Triumph

  1. 1. A Tale of Strategy Discovery and Triumph Erin Supinka, Assistant Director of Digital Engagement #heweb18 | #ErinGoesToWork 1
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  3. 3. “For me context is the key – from that comes the understanding of everything.” Kenneth Noland #heweb18 | #ErinGoesToWork 3
  4. 4. • Started Oct 2014 • Graduated in May 2014 • First dedicated social media manager • New position to help monitor and understand our digital footprint • Title IX investigations • Shifted into assistant director role Oct 2016 Hi, I’m Erin. 4
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  6. 6. • Unexpected change in office leadership • Current president had been in place for < one year • Report directly to Associate Vice President for Communications • Media Relations, Office of Communications • I am the “office bully*” *This is a good thing. I swear. 6 #heweb18 | #ErinGoesToWork
  7. 7. • Analytics • Content production • Video editing • Photography // photo assistant • Social media management • Best practices // guidelines development + workshops • Campus-wide emergency preparedness + strategy • Design • Manage campus TV and radio studio • Accessibility • Advertising • Website updates • Social listening + reputation management • Communication strategy Things We Do: 7 #heweb18 | #ErinGoesToWork
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  9. 9. Social Media: We know we need it and should be paying attention, but that’s all we know right now. Every boss, everywhere 9 Higher Education #heweb18 | #ErinGoesToWork
  10. 10. Social Media: We know we need it and should be paying attention, but that’s all we know right now. Every boss, everywhere Higher Education #heweb18 | #ErinGoesToWork
  11. 11. #heweb18 | #ErinGoesToWork
  12. 12. Questions I asked myself: #heweb18 | #ErinGoesToWork 12
  13. 13. What word, phrases, or ideas do I see repeated? In multiple places? What types of stories are we telling again and again? Who are we featuring? What are we sending to our prospective students? Alumni? 13 #heweb18 | #ErinGoesToWork
  14. 14. Dartmouth’s social media presence serves as another resource to maintain and develop the College’s brand. It serves as an opportunity to connect and grow the College’s community by empowering our audiences to engage and share their own stories. Dartmouth’s Social Mission 14 #heweb18 | #ErinGoesToWork
  15. 15. • Community • Location • Academic Excellence • Experiential Learning • Liberal Arts • Adventure • Passionate, accessible faculty Content Buckets 15
  16. 16. We want to sound like someone you went to class with or met during your time on campus. We know the lingo and history. We proudly share a sense of place with our community. • We are funny, but not silly. • We are confident and proud, but not boastful. • We strive to be approachable and helpful, but not overbearing. Dartmouth’s social media voice is human. 17
  17. 17. We tailor our tone to each platform and audience while remaining consistent and authentic to Dartmouth’s brand. Tone by Platform 18
  18. 18. Outreach 19
  19. 19. 20 Workshops Office Hours Trainings Consulting Best Practices Collaborations
  20. 20. Policies 21
  21. 21. ImplementationCommentingCross-Promoting Provides requirements, guidelines, and suggestions for content creators who are interested in promoting in via the main Dartmouth channels. Establishes a guidelines regarding comments and how we, as Dartmouth, will engage with the content. Sets standards and implications of creating social media accounts representing any official Dartmouth entity.
  22. 22. ERIN’S GUIDE TO GETTING A SEAT AT THE TABLE #heweb18 | #ErinGoesToWork 23
  23. 23. Ask questions. A lot. 24 #heweb18 | #ErinGoesToWork
  24. 24. Bring examples. #heweb18 | #ErinGoesToWork 25
  25. 25. Ask to sit in. 26 #heweb18 | #ErinGoesToWork
  26. 26. Do your research. #heweb18 | #ErinGoesToWork 27
  27. 27. Share what you find. 28 #heweb18 | #ErinGoesToWork
  28. 28. Make it relevant. Make it tangible. #heweb18 | #ErinGoesToWork 29
  29. 29. Bribe them. 30 #heweb18 | #ErinGoesToWork
  30. 30. 31 Oh no. Analytics.
  31. 31. We collect, analyze, and report on data weekly, monthly, quarterly, and yearly; however data is reviewed and appropriate adjustments made daily. With the digital space’s fluidity, nimbleness is required to stay relevant. Frequency 32
  32. 32. To gauge success, we measure our data against a series of benchmarks calculated from internal and external sources. 33
  33. 33. • Industry averages – externally sourced • Peer performance – internally sourced • Brand Metrics – internally sources • Yearly, quarterly, and monthly averages and medians Benchmarks 34
  34. 34. Weekly Monthly Quarterly Yearly Reach ● ● ● ● Engagements ● ● ● ● Site Traffic ● ● ● ● Identify and measure trends and anomalies ● ● ● ● Followers ● ● ● Benchmarks Comparison ● ● ● Top posts ● ● ● Review any test data ● ● ● Analyze any test data ● ● Summarize metrics and findings ● ● Present recommendations and changes ● ● Build out strategy and new tests ● Reporting Last updated: 10/10/18 35
  35. 35. We regularly test and adjust our strategy and content to find more efficient and engaging ways to connect with our audiences. Testing 36
  36. 36. • Impact of emojis on reach and engagement • Impact of people in foreground vs background of images • Best times for engagement and/or reach • A/B Copy • Comparing sharing vs native posting Current Tests 37
  37. 37. 38 THREE FRAMEWORKS
  38. 38. 39 THREE FRAMEWORKS IF FORMULAS
  39. 39. 40 THREE FRAMEWORKS IF FORMULAS OTHER TAGS
  40. 40. 41 IF Formulas = if this is true, do this.
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  42. 42. If you are really thankful, what do you do? You share. W. Clement Stone #heweb18 | #ErinGoesToWork 45
  43. 43. Get in touch! @erinsupinka erin.m.supinka@dartmouth.edu #Eduweb18 | #ErinGoesToWork 46

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