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A Tale of Strategy
Discovery and Triumph
Erin Supinka, Assistant Director of
Digital Engagement
#eduweb18 | #ErinGoesToWork
2
3
4
5
6
“For me context is the key – from that comes
the understanding of everything.”
Kenneth Noland
#Eduweb18 | #ErinGoesToWork
7
• 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.
8
• 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.
9
• Analytics
• Content production
• Video editing
• Photography // photo assistant
• Social media management
• Best practices // guidelines
development + workshops
• Campus-wide emergency
preparedness manual +
communications strategy
• Audience Engagement
• Design
• Manage campus TV and radio
studio
• Accessibility
• Advertising
• Website updates
• Social listening + reputation
management
• Content audits + strategy
Things We Do:
10
• Analytics
• Content production
• Video editing
• Photography // photo assistant
• Social media management
• Best practices // guidelines
development + workshops
• Campus-wide emergency
preparedness manual +
communications strategy
• Audience Engagement
• Design
• Manage campus TV and radio
studio
• Accessibility
• Advertising
• Website updates
• Social listening + reputation
management
• Content audits + strategy
Things We Do:
11
lol, jk. these are
all the things
I’ve done for the
office
12
Social Media:
We know we need it and should be
paying attention, but that’s all we
know right now.
Every boss, everywhere
13
Higher Education
#Eduweb18 | #ErinGoesToWork
Questions I asked myself:
#Eduweb18 | #ErinGoesToWork
15
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 sending to our
prospective students? Alumni?
16
#Eduweb18 | #ErinGoesToWork
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
17
#Eduweb18 | #ErinGoesToWork
• Community
• Location
• Academic Excellence
• Experiential Learning
• Liberal Arts
• Adventure
• Passionate, accessible
faculty
Content Buckets
18
20
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.
21
We tailor our tone
to each platform
and audience while
remaining
consistent and
authentic to
Dartmouth’s brand.
Tone by Platform
22
Outreach
23
24
Workshops
Office Hours
Trainings
Consulting
Best Practices
Collaborations
Policies
25
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.
ERIN’S GUIDE TO
GETTING A SEAT
AT THE TABLE
#Eduweb18 | #ErinGoesToWork
27
28
29
Ask questions. A lot.
30
#Eduweb18 | #ErinGoesToWork
Bring examples.
#Eduweb18 | #ErinGoesToWork
31
Ask to sit in.
32
#Eduweb18 | #ErinGoesToWork
Do your research.
#Eduweb18 | #ErinGoesToWork
33
Share what you find.
34
#Eduweb18 | #ErinGoesToWork
Make it relevant.
Make it tangible.
#Eduweb18 | #ErinGoesToWork
35
Bribe them.
36
#Eduweb18 | #ErinGoesToWork
37
Oh no.
Analytics.
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
38
To gauge success, we measure our data
against a series of benchmarks calculated
from internal and external sources.
39
• Industry averages –
externally sourced
• Peer performance –
internally sourced
• Brand Metrics – internally
sources
• Yearly, quarterly, and
monthly averages and
medians
Benchmarks
40
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: 06/06/18
41
42
THREE FRAMEWORKS
43
THREE FRAMEWORKS
IF FORMULAS
44
THREE FRAMEWORKS
IF FORMULAS
OTHER TAGS
45
IF Formulas =
if this is true,
do this.
If you are really thankful,
what do you do?
You share.
W. Clement Stone
#Eduweb18 | #ErinGoesToWork
48
Get in touch!
@erinsupinka
erin.m.supinka@dartmouth.edu
#Eduweb18 | #ErinGoesToWork
49

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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 #eduweb18 | #ErinGoesToWork 2
  • 2. 3
  • 3. 4
  • 4. 5
  • 5. 6
  • 6. “For me context is the key – from that comes the understanding of everything.” Kenneth Noland #Eduweb18 | #ErinGoesToWork 7
  • 7. • 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. 8
  • 8. • 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. 9
  • 9. • Analytics • Content production • Video editing • Photography // photo assistant • Social media management • Best practices // guidelines development + workshops • Campus-wide emergency preparedness manual + communications strategy • Audience Engagement • Design • Manage campus TV and radio studio • Accessibility • Advertising • Website updates • Social listening + reputation management • Content audits + strategy Things We Do: 10
  • 10. • Analytics • Content production • Video editing • Photography // photo assistant • Social media management • Best practices // guidelines development + workshops • Campus-wide emergency preparedness manual + communications strategy • Audience Engagement • Design • Manage campus TV and radio studio • Accessibility • Advertising • Website updates • Social listening + reputation management • Content audits + strategy Things We Do: 11 lol, jk. these are all the things I’ve done for the office
  • 11. 12
  • 12. Social Media: We know we need it and should be paying attention, but that’s all we know right now. Every boss, everywhere 13 Higher Education #Eduweb18 | #ErinGoesToWork
  • 13.
  • 14. Questions I asked myself: #Eduweb18 | #ErinGoesToWork 15
  • 15. 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 sending to our prospective students? Alumni? 16 #Eduweb18 | #ErinGoesToWork
  • 16. 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 17 #Eduweb18 | #ErinGoesToWork
  • 17. • Community • Location • Academic Excellence • Experiential Learning • Liberal Arts • Adventure • Passionate, accessible faculty Content Buckets 18
  • 18.
  • 19. 20
  • 20. 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. 21
  • 21. We tailor our tone to each platform and audience while remaining consistent and authentic to Dartmouth’s brand. Tone by Platform 22
  • 25. 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.
  • 26. ERIN’S GUIDE TO GETTING A SEAT AT THE TABLE #Eduweb18 | #ErinGoesToWork 27
  • 27. 28
  • 28. 29
  • 29. Ask questions. A lot. 30 #Eduweb18 | #ErinGoesToWork
  • 30. Bring examples. #Eduweb18 | #ErinGoesToWork 31
  • 31. Ask to sit in. 32 #Eduweb18 | #ErinGoesToWork
  • 32. Do your research. #Eduweb18 | #ErinGoesToWork 33
  • 33. Share what you find. 34 #Eduweb18 | #ErinGoesToWork
  • 34. Make it relevant. Make it tangible. #Eduweb18 | #ErinGoesToWork 35
  • 35. Bribe them. 36 #Eduweb18 | #ErinGoesToWork
  • 37. 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 38
  • 38. To gauge success, we measure our data against a series of benchmarks calculated from internal and external sources. 39
  • 39. • Industry averages – externally sourced • Peer performance – internally sourced • Brand Metrics – internally sources • Yearly, quarterly, and monthly averages and medians Benchmarks 40
  • 40. 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: 06/06/18 41
  • 44. 45 IF Formulas = if this is true, do this.
  • 45.
  • 46.
  • 47. If you are really thankful, what do you do? You share. W. Clement Stone #Eduweb18 | #ErinGoesToWork 48