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Similar to Business Student Society's Social Media Strategy
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Business Student Society's Social Media Strategy
- 1. Client: AUB’s Business Students’ Society Prepared by: Joya Bassim
- 2. Agenda • The Business Student Society (BSS) brings together the Business students at AUB and aims at providing all the help it can to them. • As part of the BSS Cabinet, and one of the admins of their social media platforms, I found this as a chance to develop their SM strategy and improve their digital presence. • The BSS Cabinet was restructured last October and we had to re- create a brand new online presence since the coordination was lost with the former cabinet. • The first aim behind this Strategy is Data Collection, making the society’s digital presence a portfolio of what the BSS’s agenda that will be used by next year’s new cabinet.
- 3. Executive Summary • AUB’s BSS is definitely lacking exposure and interaction from students. • Simple guidelines can be followed for their SM presence’s improvement. • As BSS’s SM presence is relatively new, a more interactive content based strategy is needed to spread the word and build the Students/Society connection.
- 4. Social Media Presence Facebook 354 followers 263 engaged 510 total reach Twitter 49 followers 38 following ONLY 80 tweets Instagram 459 followers 506 following 134 posts Snapshat 76 snap contacts - 7 snaps
- 6. Why is the BSS present Online? • The current BSS social media platforms aim to keep OSB students in touch with our society’s latest moves and events including: Lectures, Competitions,Workshops, Charity Events,Field Trips, Parties and Social gatherings and last but not least the OSB Annual Gala Dinner.
- 7. Business Goals Promote BSS’s events Develop the society’s Digital Persona Build an “OSB Spirit” Develop the a sense of belonging to the faculty’s students
- 8. From a Need to the Other The need for the presence of an OSB Spirit and Unity The need for a well- established business students’ society The need for an aggressive, extensive SM strategy to back up the society
- 9. Monitor the students’ Conversation Identify and engage student influencers Maintain the Connection Society/Students Understand the impact through metrics BUILD AN OSB SPIRIT Trend the Hashtag #OSBgrad15 to make sure students’ senior year memories are all in one place. Make students connect through the BSS’s Facebook page for instance, in the seniors’ voting get them to tag each other. Post pictures of the students in events on SM platforms and tag them. Make sure your online presence is strongly linked to OSB’s official SM accounts BUILD THE BSS’S DIGITAL+ NON- DIGITAL PERSONA Help students find us easily in order to increase the number of followers. Make sure students (starting with BSS member or influential OSB students who have a lot of reach) are sharing the BSS’s posts on Facebook to increase reach ( get to the friends of friends) Post pictures of BSS members sitting on stands for instance and assisting other students to show the society’s commitment. Use tools such as social mention (Appendix )to help detect conversations of people about the BSS Mapping business Goals to SM Goals
- 11. Current SM Operations Coordination The BSS is composed of 4 committees handling the society’s four main activities: the virtual stock exchange, the OSB Gala dinner, entertainment and collaboration committees. Scrutiny & Accountability The 5 Cabinet members involved in the society are not enough with respect to the objectives without the members’ cooperation. Currently, the member at large Ramzi Hamdan mainly handles the society’s SM accounts. Data Management /Consistency Due to the lack of contact with the former cabinet, the BSS could not access to the original SM accounts. Social Media Data must be managed to ensure a smooth transition from one cabinet to the other (see strategy themes).
- 12. Current SM Operations How did we get here? 1. Lack of an OSB Spirit and unity with respect to business students’ academic and entertainment activities. 1. Lack of awareness of the business student society. Summary of Existing Operational Complexity Tweets and FB posts are bound to the events’ and workshops’ promotion . So they are pretty straight forward and simple and they are posted by the Cabinet members who are students. Likely Increase in Complexity with increased SM Channels The BSS is currently present on 4 SM platforms because it has to be where OSB students are (its main target audience). This should lead to an increase in responsibility yet not complexity. The process should be refined and created in a systematic way. (Check strategy themes)
- 13. SM FRAMEWORK Context Lack of set SM Goals the BSS aims to achieve probably because it has very broad business goals in the first place. Culture Today it is crucial for a university Club or Society to have an online presence as students expect online interactions today. Process The process is mainly in a construction phase where BSS cabinets are trying to improve with probably some little measurements Metrics Basically the word of mouth, how much people are talking online and offline about the BSS and its initiatives (check slide about KPI’s) People Business students, basically the BSS cabinet are handling SM but they can use their marketing knowledge and apply it to improve the society’s online presence Policies No clear policies mentioned.
- 15. Key Performance Indicators • Offline KPIs: – Keep track of the number of audience in actual events ( ex: number of donuts sold at Valentines’ event) – Distributing end of term surveys for BSS members to check for any enhancements and suggestions. • Online KPIs: – Checking sentiment analysis for posts – Engagement rate with posts – Reach of posts – The growth of the SM networks is definitely an extra indicator for the success of the SM strategy.
- 16. The benefit: Measurement • Potential reach. The numbers of fans, followers, or “eyeballs.” It is more accurately seen as potential reach, as you’ll never have all of those people paying attention to you simultaneously. • Mentions per time period. How many times the BSS is talked about online during a given time period. This can give you a sense of overall awareness and chatter. • Inbound links. A solid indicator of the students that are aware of you and are telling others about you. Share of voice. How much you’re mentioned or covered in comparison to the competition. (check appendix 2) • Share of conversation. How often the BSS is mentioned in context of the conversations that are most relevant to you.
- 17. What should BSS’s SM strategy be?
- 18. BSS’s SM Strategy’s four pillars Engagement Awareness Interaction Consistency
- 19. Engagement • Engagement is key for all other themes of the strategy since it: – Drives the buzz – Identifies people – Confines information • Example of engagement: Post pictures or quotes about graduation where students would tag each other engaging with the BSS and with each other simultaneously. Engagement
- 20. • You do not just want students to know the BSS but also to be aware of what it is actually offering as a society. Awareness could help in: -Humanizing your brand -Managing your brand’s reputation • BSS’s target market does not have time to read anymore, they would rather see Visuals or only read a few words. This is why photos (Event Albums for instance the CAP AND GOW ALBUM) are the most engaging posts. Awareness
- 21. Interaction CHECK APPENDIXES 9 AND 10 FOR MORE DETAILS • By interaction, we mean students’ connecting through the BSS and having conversations on our social media platforms. This is essential to: -Promote Audience Participation -Increase Word-of-Mouth with Incentives -Encourage Consumer Created Content -Strike an Emotional Connection
- 22. • Consistency in terms of content and avoiding clashes between the different BSS SM channels’ posting strategies and the presence of different accounts under the name of the BSS -It Strengthens Brand Name Recall -It Doesn’t Portray Conflicting Personalities Within Your Company -It Doesn’t Create Confusion Among Your Fans CHECK APPENDIX 1 Consistency
- 23. 9AM DON’T GIVE ANY KIND OF INFORMATION, THIS IS A TEASER #WHATSHAPPENINGATOSB 10 AM Good Morning! What do you think BSS’s surprise is for the day?! Use #WHATSHAPPENINGATOSB as the teasers’ hashtag. 12PM TUCK TUCK TUCK (Put time passing emoticon) #WHATSHAPPENINGATOSB still used as a hashtag 12PM HATS OFF GRADUATES!COME LEAVE YOUR HANDPRINT AT OSB #OSBgrad15 1PM Show the world that you’re an OSB graduate! Come pick up your OSB grad15 bracelet #OSBgrad15 2PM Shooting for the GALA’s video !We’re getting really excited, are you?! Feeling the Goosebumps! #OSBgrad15 MONDAY WEDNESDAYTUESDAY Content calendar Sample : FAREWELL WEEK ON FB and INSTA
- 24. Recommendations: • Collaborate with business partners(other societies at AUB) and get more OSB students to follow. • Respond to your fans’ questions and comments more quickly. • Like other related Pages (ex: OSB page) and interact with them (directing students to the OSB page and vice-versa) • Feature Professors in your posts! They are also major influencers. • You should also be active on twitter. You should post short and witty tweets that grab the attention of the students. • Review the length of your posts. • Publish posts more often without burdening students.
- 25. Conclusion • Without the intensive, engaging SM strategy , the BSS wouldn’t have reached the same level of success this year. What’s important is for the future cabinets to stay consistent and offer the same content standards and strategy objectives in order to make sure this success is maintained for the next generations.
- 26. APPENDIXES
- 27. BSS-AUB is not doing so well in terms of likes compared to similar FB pages The number of likes should be benchmarked against the number of OSB students for it to be an effective KPI 1
- 28. Lack of consistency on Facebook 2
- 29. Performance of the BSS FB page 3
- 30. Creating a sense of unity for the faculty 4
- 31. Voice of Customer Where is BSS’s reply to Rana and reaction(if any is needed) to Khaled’s post? 5
- 32. An “all too rare” strategy on FB 6
- 33. A “Broadcast” Strategy on Instagram YES! That’s what we are looking for. The best KPI is you audiences’ positive reviews. 7
- 34. BSS’S INTERACTIONS WITH THE COMMUNITY 8
- 35. Interaction at its best on BSS’s Instagram account 9
- 36. Encouraging students’ interaction on FB This is what we should do : get students connecting on the BSS pages. 10
Editor's Notes
- Lack of exposure and interaction : Most business students did not even know what it stands for when the new society was founded this year.
- BSS’s social media presence is pretty low, but with great potential. CHECK APPENDIX 3 FOR MORE DETAILS.
- The BSS’s business goals are very simple: one pertains to the image of the society itself and the promotion of its own activities and events and the other relates more to the business faculty as a whole which is basically the purpose of the society’s presence. In fact, the first goal’s achievement is needed for the attainment of the bigger goal therefore they are both interdependent BSS’s social media strategy must be aligned with this independency among the society’s most crucial business goals. .
- REFER TO APPENDIXES 5 (VOC) AND 8 (INTERACTION WITH COMMUNITY) FOR EXAMPLES
- Coordination: the different BSS committees will have different goals, different motivations, knowledge and interests. This definitely grows difficulties in the coordination process in terms of what should be posted online and the possible rise of conflicts in the SM content. Scrutiny and accountability: One “Social Media Champion” cannot handle all SM responsibilities and the resulting accountability in terms of what is posted. The society needs a full team of members knowledgeable and committed enough to handle BSS’s SM presence and applying the strategies that will eventually be defined by the Cabinet.
- Like Grab: The BSS needs likes since likes are major key performance indicator but the strategy shouldn’t be solely based on grabbing likes. Broadcast: The new BSS has just started a few months ago, and after the few years of decline, the new cabinet has to be strongly present in OSB Students’ lives and remind them of the importance of the society. Social Media should be definitely used to show that we, the BSS, “are awesome” indeed. This will help students internalize since the cabinet members are their colleagues and friends and it will give the social media platform more authenticity. However, BSS’s pages shouldn’t only be about how the society and the cabinet are great.(for more details, check APPENDIX 6) All too rare: A necessity for the BSS: show that we are actually working to improve OSB Students’ lives and to help them in every way we can. Our presence online is to help them become more awesome. REFER TO APPENDIX 7
- Interaction (among the students on the BSS SM platforms) Awareness (creating a buzz) Engagement (connection students/society) Consistency (one digital presence strategy that is passed to future cabinets)
- The generation of topics and conversations gets the crowd going. Helps with creating a faculty united spirit and helps on all other 3 aspects of themes. With content: Everything that drives the people to engage more and create a buzz. Looking at BSS’s FB page insights, the album that got the maximum reach and maximum number of likes is the CAP AND GOWN ALBUM, This is because all OSB seniors were tagged in the pictures and everyone was liking and commenting => the BSS page got a huge number of followers after posting this album and tagging seniors. There should be more similar moves because the usual BSS fb posts don’t happen to generate as much reach and engagement from students.
- INSTAGRAM: according to the survey, 88% of the young Lebanese are on Instagram, making it the optimal way to reach out to your target market (OSB Students)
- This is a sample of the content strategy me and my colleagues are currently implementing in our countdown for the last day of classes. It starts with teasers in the morning to engage students and posts promoting our “event of the day” in the afternoon.
- Engage with other AUB related SM pages, such as Outlook AUB, Charles Hostler Student Center etc. (Get them to retweet you)
- The reality is that your competitors will give you a good guide to where and how you should be active in social media. STATISTICS: We have around 100 registered members in the BSS and around 800 business students. Having 353 likes is not bad but can be improved. The BSS must aim at having 75% of business students linking our pages or following us to make sure it is maximizing its reach.
- First Confusion on FB : which one is the most recent page? Solution: the old page must be deleted
- As a society, you need to show students that they are part of something bigger, that each and every one of them represents the BSS and that the BSS represents each one of them. Therefore, you need to feature them on your social media accounts. People, particularly students like to see their pictures posted, give them that, and they will spread the word.