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Best Practices in Prioritizing Creativity, Innovation, and Executing on Big Ideas with a Small Team​

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Your social media team (all two of you) need to be on the cutting edge of… well, basically everything. Says your boss. And your dean. And your chancellor. Oh, but you don’t get any more hires, and your budget is already set. Hear from Duke’s social media director about what Duke’s (small) social media team does to stay on top of trends, be innovative, and make the most of their resources to create content for the Duke University and Duke Students social media channels.

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Best Practices in Prioritizing Creativity, Innovation, and Executing on Big Ideas with a Small Team​

  1. 1. Keep Raising the Bar Best practices in prioritizing creativity & innovation and executing on big ideas with a small team
  2. 2. Duke University Social Media Team (small but mighty) Sonja Likness Director of Social Media and Content Strategy Ashley Wolf Social Media Coordinator Laura Brinn Assistant Vice President for News and Global Communications
  3. 3. Follow Duke on Social! 3 FACEBOOK Duke University Duke Students INSTAGRAM Duke University Duke Students TWITTER Duke University Duke Students LINKEDIN Duke University MEDIUM Duke University Duke Students YOUTUBE Duke University Duke Students WECHAT @DukeUni WEIBO @Duke SNAPCHAT @DukeStudents SPOTIFY Duke Students
  4. 4. CREATIVITY & INNOVATION
  5. 5. Encourage Play
  6. 6. Have Student Teams More freedom = MOAR CREATIVITY How we’re set up: • One student editor for each @DukeStudents channel • Team of content contributors (mostly underclassmen) • Minimal in-person meetings • Slack board • Student accounts are actually owned by the students!
  7. 7. 7 When they know how to play, they can be contributors, too! Campus education & networking Be the campus consultant! Show your colleagues how to use social media to work better. Share your findings Collect your data and share it across campus. Document it, present it, tell people about it! Office lunch- and-learns Teach your coworkers something new: Snapchat or Instagram Stories or graphic design… Teach Your Coworkers
  8. 8. 8 If you don’t play, you won’t learn! Be On Social Media Yourself
  9. 9. Try New Things
  10. 10. Listen to Your Students They know cool stuff. • New platforms: Ask them what their peers are using. You might be surprised! • Let them tell you how they use social media. (You might have it wrong– at least for your student audience.
  11. 11. Test Stuff Out See something cool someone else is doing? Try it!
  12. 12. Fail Sometimes
  13. 13. Measure & Report
  14. 14. Share Real Numbers (which means you have to collect real numbers) Instagram Stories 50% Facebook 14% Twitter 10% Other 26% TRAFFIC
  15. 15. Run Tests Not sure what works best? Try both!
  16. 16. BIG IDEAS, SMALL TEAM
  17. 17. Wear Lots of Hats
  18. 18. Use the Varied Skills on Your Team Our skills go beyond our titles. Sonja Likness Director of Social Media and Content Strategy Ashley Wolf Social Media Coordinator Laura Brinn Assistant Vice President for News and Global Communications • B2C and B2B marketing • Google Analytics certified • Video editing • Copywriting • Graphic design • Web design • Video editing • Sports knowledge • Marketing, news, media and public relations • Writing & copywriting • Project management & producing
  19. 19. Use Education Opportunities You work at an institution of learning, folks. Classes Subscriptions Peers
  20. 20. Streamline Everything!
  21. 21. Use Tools Here are some we like, but you should use the ones that make sense for you.
  22. 22. Put Your Students to Work Affordable labor in exchange for mentorship & portfolio building! Me and the grown- ups (the "olds") @DukeStudents editors (the “youths”) Underclassmen contributors Entire Duke student body Office interns
  23. 23. Share Resources
  24. 24. Sonja Likness Director of Social Media & Content Strategy Office of News and Communications sonja.likness@duke.edu tel (919) 668-6114 cell (919) 452-3075 @SonjaLikness linkedin.com/in/sonjalikness

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