Don Schindler, Managing Director of Print, Web & Multimedia at the University of Notre Dame, gave a presentation on maximizing social media. He discussed having a social media strategy with goals, governance, education, execution, measurement, and adjustments. He covered specific tactics for Facebook, LinkedIn, and Twitter, including best practices, common mistakes to avoid, and tools to use. The key message was that the focus should be on helping others through social media to build advocates and spread your message.

1. Expert Advice on
Maximizing Social Media
Monday, October 22nd
3:00 p.m. – 4:15 p.m.
Orlando N
Trainer:
Don Schindler, Managing Director, Print, Web & Multimedia,
University Communications, University of Notre Dame

2. • 13 years in digital
marketing
• donschindler.com
• don.schindler@nd.edu
• @donschindler
Don Schindler

3. They do two things.
So do you have a social
media strategy?

4. Why I’m here

5. Social Media Strategy
• Goals
• Governance
• Education
• Execution G.G.E.E.M.
•
•
Measurement
Adjustments
A.

6. Goals
• What? • How?
– Serve as the Expert
– Promote low cost Resource to all
housing audiences looking for
information on low cost
housing in my state.

7. Governance
• Policy
• Decision Tree
• Monitoring

8. Social Media Policy
• Encourage rather than discourage.
• Give them education on proper use.
• Give them some place safe to chat about
a problem.
• Make sure they know they are responsible
for both themselves and the brand.
• Personal and professional are mixed but
don’t say anything you wouldn’t want to
see in the newspaper.

9. http://www.web-strategist.com/blog/2008/12/31/diagram-how-the-air-force-response-to-blogs/

10. Monitoring

11. Education
• Get everyone
educated on using
social media for
business

12. Education
trust.edelman.com

13. Education
trust.edelman.com

14. Execution

15. Hub and Spoke
http://www.slideshare.net/jeremiah_owyang/dreamforce-2012-prioritizing-for-scale-by-jeremiah-owyang

16. Measurement
Oliver Blanchard’s Basics of Social Media ROI

17. ROI
• THE CURRENCY FOR SOCIAL MEDIA IS
ACTION!
• Track engagement via emails, discussions
(facebook, twitter, linkedin), comments,
website visits and try to tie them directly to
revenue.
• ROI = Money not Mentions

18. Measurement
• What? • Measured By
– Promote low cost – The engagements
housing on Facebook,
Twitter, Linkedin,
• How? comments on
blogs (2500)
– Serve as the Expert
– The people we
Resource to all
help (250)
audiences looking for
information on low cost – The loans we
housing in my state. close (25)

19. Adjustments
http://www.flickr.com/photos/dok1/3954393160/sizes/o/in/photostream/

20. Alright, enough strategy
– let’s talk tactics

21. They are looking for help.
Be the Expert Resource they are
searching for and socially asking
for through technology.

22. Search vs. Social
Being Found
Search
Social
http://smallbiztrends.com/2012/09/small-business-traffic-from-social-media.html

23. Be Found Everywhere
Twitter
Linkedin Google+
Peer to Peer
Facebook
Communities
Search My Trusted
Related
Engine
website Websites

24. The Secret to Social Media
Talk about others – highlight them,
encourage them, be there for them
and they will be there for you.

25. 1,000,000,000 of us.
http://steve-lovelace.com/5-things-i-hate-about-facebook/

26. Facebook secrets
• Bias against new pages
• What to add to facebook status update -
– Links are favored over updates.
– Photo and Videos trump links.
• Get people to comment or engage.
• 16% of Page Info is all that gets seen and
that’s dropping.
• Post 2-5 times a day.
• Best times to post are 8 pm – 12 am.
• If you are going to post, be ready to respond.
http://www.thedailybeast.com/articles/2010/10/18/the-facebook-news-feed-how-it-works-the-10-biggest-secrets.html

27. 9/20/12 Update
http://edgerankchecker.com/blog/2012/10/facebook-decreases-pages-reach/

29. No-no’s in Facebook
No coupons or promotions No contact info
No reference to “Like” or “Share” No “calls to action”
https://www.facebook.com/help/262981810477512/

30. Promoted Posts

31. Facebook Ads

32. Accidentally Clicked
http://www.marketingcharts.com/wp/wp-content/uploads/2012/10/SterneAgee-Facebook-User-Accidental-Ad-Clicks-Oct2012.png

33. Facebook Studio

34. Linkedin

35. LINKEDIN MAPS CONNECTIONS

36. Linkedin Power
• More connections you have the better
• Your online resume and portfolio
• Your company should have a page
• Recommendations
• Questions & Answers
• Groups
• Connected to Twitter and Facebook

37. Linkedin
secret – open
up your profile

41. Twitter

42. PROS
• Power of instant conversations
• Spreading the word quickly
• Professional Development – learn from
experts
• You can collect users with bots (Tweetadder)
• You can follow and possibly speak with
people that wouldn’t normally be in your circle
of influence
• You don’t have to worry about stalking or
sneaking up on people because they are
posting in the public sphere.

43. CONS
• Lots and lots of noise
• Lots and lots of spam
• Lots and lots of robot collection
• Interface is not friendly
• Relationships are fleeting
• Twitter gets a lot more attention because
of its open API vs. actually having people
use it (500 mil accounts – 340 million daily
tweets)

44. How to set up Twitter
• Better to use a name than a logo
• Always be searching to help
• Post, share, help and retweet others
(golden rule)
• Use an application to control twitter
• Always be classifying people
• Build relationships to turn to advocates
• If things go bad, get it offline.

47. When should you jump into the next
big thing?
When it becomes mainstream –
until then you are only touching a
small audience of early adopters.

48. Speaking the language

49. Geolocation Search

50. Klout Measurement

52. Maximizing Social Media
1. Get your ducks in a row
(policy, monitoring).
2. Educate employees to engage at all
levels. Protect them.
3. Build an army of advocates that get what
you do.
4. Test, test, test – don’t punish over failure
– learn from it.
5. ABH – Always Be Helping.

53. If you get an expert
• What kind of success have you had?
• Who are those clients? Can I talk with
them?
• How do you measure success?
• How often do you engage? What times are
you available?
• Have you failed before and what did you
learn?
• Which platforms do you use?

54. They do two things.
Now for your
questions…
• 13 years in digital
marketing
• donschindler.com
• don.schindler@nd.edu
• @donschindler