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!
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A Tale of Strategy Discovery and Triumph
- 1. A Tale of Strategy Discovery and Triumph Erin Supinka, Assistant Director of Digital Engagement #heweb18 | #ErinGoesToWork 1
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- 3. “For me context is the key – from that comes the understanding of everything.” Kenneth Noland #heweb18 | #ErinGoesToWork 3
- 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. • 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. • 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. 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. 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
- 12. Questions I asked myself: #heweb18 | #ErinGoesToWork 12
- 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. 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. • Community • Location • Academic Excellence • Experiential Learning • Liberal Arts • Adventure • Passionate, accessible faculty Content Buckets 15
- 17. 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
- 18. We tailor our tone to each platform and audience while remaining consistent and authentic to Dartmouth’s brand. Tone by Platform 18
- 19. Outreach 19
- 21. Policies 21
- 22. 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.
- 23. ERIN’S GUIDE TO GETTING A SEAT AT THE TABLE #heweb18 | #ErinGoesToWork 23
- 24. Ask questions. A lot. 24 #heweb18 | #ErinGoesToWork
- 25. Bring examples. #heweb18 | #ErinGoesToWork 25
- 26. Ask to sit in. 26 #heweb18 | #ErinGoesToWork
- 27. Do your research. #heweb18 | #ErinGoesToWork 27
- 28. Share what you find. 28 #heweb18 | #ErinGoesToWork
- 29. Make it relevant. Make it tangible. #heweb18 | #ErinGoesToWork 29
- 30. Bribe them. 30 #heweb18 | #ErinGoesToWork
- 32. 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
- 33. To gauge success, we measure our data against a series of benchmarks calculated from internal and external sources. 33
- 34. • Industry averages – externally sourced • Peer performance – internally sourced • Brand Metrics – internally sources • Yearly, quarterly, and monthly averages and medians Benchmarks 34
- 35. 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
- 36. We regularly test and adjust our strategy and content to find more efficient and engaging ways to connect with our audiences. Testing 36
- 37. • 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
- 41. 41 IF Formulas = if this is true, do this.
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- 45. If you are really thankful, what do you do? You share. W. Clement Stone #heweb18 | #ErinGoesToWork 45
- 46. Get in touch! @erinsupinka erin.m.supinka@dartmouth.edu #Eduweb18 | #ErinGoesToWork 46
Editor's Notes
- I’m Erin Supinka. I’m the assistant director of digital engagement at Dartmouth College and this is where I work. We’re a private arts liberal college in New Hampshire, one of the eight Ivies, and as you’ll hear from any Dartmouth alumni, we are a small school but there are those who love it! A famous line from a Supreme Court argument delivered by one of famed alumni, Daniel Webster back when the state of New Hampshire tried to make Dartmouth public.
- Why am I telling you all this? I’m a big believer in context. I don’t think you can understand or fully appreciate a story unless you understand the context. So I’m going to start this talk off with a little bit about me.
- This is not my dog and I feel really guilty so here are my real dogs.
- These are my dogs and they are also perfect ANGELS. Cedar is on the left and that’s Fern in the snow.
- I know many of you come from small offices and small teams so this may look like your average day in the life of type stuff. Th
- And this is how I felt.
- The more time I spend in the higher education marketing/communication space, the more I see people up against things like this. So I wanted to walk you through how I aligned what I was doing with our social media with what we were doing and communicating about our institution as a whole—with measurable results to prove the value of the work we were doing on social.
- What words do I see repeated? Phrases? What stories are we telling again and again? Who are we focusing on? What are we sending to our prospective students?
- Here’s what floated to the top after looking through hundreds of published pieces of material from official Dartmouth sources.
- And here’s what our leadership launched earlier this year as the official communications strategic framework earlier this year. When I flip between this slide and the last, I want to say “look at how great I am at sleuthing!” but really, what it boils down to is that communicators across our campus were already doing a great job telling these stories. So well that a brand new person could come into the mix and see these themes so clearly articulated.
- For the love of everyone’s sanity, be prepared. Read through materials that exist, understand what already is out there
- I take so many people out to coffee. I bring donuts. I bring snacks. But I also offer up resources and the documents I’ve created. I spend so much of my time consuming, digesting, and processing social media trends, best practices, etc. that it would be an absolute waste to not share that knowledge with the larger community. Be open. Be accessible.
- RESOURCE LINK: http://bit.ly/2EoPCux
- LINK TO TEMPLATE: http://bit.ly/2Mab8uw