Final socon 13 pres
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This document summarizes the social media efforts of a university from 2010-2013. It began with a Facebook page and Twitter account used mostly for news releases. A social media specialist was then hired to expand the university's presence on platforms like LinkedIn, Google+, and YouTube. Analytics showed strong growth across most platforms during this period with over 20,000 Facebook likes and over 14 million Twitter impressions generated without any paid advertising. Strategies focused on engaging content, questions for audiences, and promoting events. The university became one of the most engaged in its state.
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Final socon 13 pres
- 1. 365 Days of SOcialMEdia Trials, Tribulations & Successes wrangling a University's Online Voice
- 3. Social Media Beginnings • 2010 - KSU created a Facebook Page and a Twitter Account • Primarily used for KSU News Releases • Began working with other departments and units to help promote their events and news • End of 2011 - 4500 Facebook Likes; 1800 Twitter Followers, no official LinkedIn, Google+ or YouTube presence
- 4. Social Media Specialist Hired
- 6. Initial Strategies • Jumpstart content • Boost/engage audiences on Facebook & Twitter • Establish footprint on LinkedIn companies and Google+ • Reign in Foursquare • Plan for YouTube and other new platforms
- 7. There's a new Social Media In Town...
- 8. Approach and Tactics • Singular Voice - mine • Horses for Courses • If in doubt; BBC-it • 3F Postings • There's gold in them there tweets
- 9. Success Stories #1 Examples of engaging posts here
- 12. 2012 in Facebook • Posts - 3455 • Likes - 20788 • Shares - 1295 • Comments - 1644 • Total Views - 6,697,238 • Amount spent on promoted posts & Facebook advertising - $0.00
- 13. 2013 Facebook Tactics & Strategies • More pictures and videos - Graph Search • Ask Audience Questions • Integrate Events • Sharing is Caring • Increase audience and engagement • Become the most engaged university in GA
- 14. Analytics • Weekly analytics report produced for all KSU platforms • Monitor all GA peer institutions for analytics, tactics, trends, frequency • Engagement = Talking About This/ (Likes/100) • Consistently one of the top 5 most engaged universities in Georgia and USG group • Most Engaged University in Georgia with Facebook fanbase over 10k
- 15. A word from our sponsor (please!)
- 16. 2012 Top Tweets
- 17. 2012 in Twitter • Tweets - 4376 • Retweets - 2385 • Mentions - 3080 • Favorites - 586 • Total Views - 14,878,372 • Amount spent on promoted posts & profile - $0.00
- 18. 2013 Twitter Tactics & Strategies • Signposting • Active listening to KSU conversations • Talking • Shameless Self Promotion • Encourage more interaction • Use new tools in the space - Vine/Images • Increase audience and engagement • Become the most engaged university in GA
- 19. LinkedIn
- 20. 2013 LinkedIn Tactics & Strategies • Bespoke Content • Platform for courses & enrollment • Boost to Alumni • Shameless Self Promotion • Encourage more interaction • Use new tools in the space - Video/Uploads • Increase audience and engagement
- 21. Google+
- 22. 2013 Google+ Tactics & Strategies • Encourage more staff and student specific interaction and content • Hangouts (On-Air integration with YouTube) • Communities • Shameless Self Promotion • SEO and Social Search • Increase audience and engagement • Picture Sharing - Smugmug
- 24. FourSquare
- 25. 2013 Foursquare Tactics & Strategies
- 26. Warning The following slides do not exist and are merely fragments of your imagination
- 27. YouTube
- 28. Pinterest
- 29. Social Media Guidelines • Guidelines not commandments • How to do it better • Should you be even doing it at all? • Literally not set in stone • "Don't do anything silly"
- 30. Social Media Hub Page • Navigation • Consolidation • Social stream - Readers Digest for Web 2.0 • Shameless Self Promotion
- 31. Trouble at Mill - what didn't go right
- 32. Trouble at Mill - what didn't go right2
- 33. It's nothing personal - Just Business
- 34. What could possibly go wrong?
- 35. Pay to Po$t - the co$t conundrum That's a nice post you got there... It would be a shame if nobody saw it... Facebookmail is such an ugly word - this is promotion...
- 36. Remember - if in doubt, post something fluffy
- 37. Easter Egg - my favourite social media post ever
- 38. Easter Egg 2 - My First Vine
- 39. SM Links Page
Editor's Notes
- Today - 12723 Facebook Likes; 4280 Twitter Followers; 4141 LinkedIn Followers, 533 Google+ Likes Alumni had LInkedin and others had Youtube
- Bio Time - recruitment procedure - two interviews, one presentation, held open the door for the VP of external affairs
- Who am I and what do I do?
- i) I am the leader and sole poster so it is my voice but I am aware of the need for consistancy and subtle changes when posting on different and/or multiple platforms - Consistency of voice and authenticity is embedded in every channel - slang ii) Same information but told & sold differently by platform ii) good enough for the BBC... - each post must Inform, Educate or Entertain iii) Why? Explain - Fast, Frequent, Flat iv) Interactions - listened to, shared, rewarded, encouraged, valued
- 15,790 views - our most popular post ever -
- Shot by me in the car park (Coach Dooley parked next to me) - 10,564 views - Room for Spontaniety
- Our Golf Championship winning team - 9,989 views - Nothing succeeds like success
- 18,348 views a day; 128,793 a week; 558,103 a month; Quarterly - 1,674,310
- 1) The most popular content is visual - pictures and videos specifically so more - Graph Search 2) Pose questions to our audience or answer their own - increase interaction and also knowledge exchange 3) Highlight and promote events before, during, after - a record 4) Readers Digest - the best of KSU 5) Social media - a 2-way street - a visual phone-in show
- 1) will email or tweet you if you want it - takes about an hour, a mix of Insights, Hootsuite and Crowdbooster 2) FB and Social mention and Hootsuite
- Analytics, Listening, Ease of use, Free (pro version is more), Teams accessibility for future increased team use Timing is everything - prescheduling
- Our Golf Championship winning team - 9,989 views
- 40,762 views a day; 286,122 a week; 1,239,864 a month; Quarterly - 3,719,593
- 1) Boosting traffic to other pages and sites 2) What's trending, what problems? 3) Talking to our audience - answering their questions 4) favouritng/retweeting postitive KSU content - new autograph More, More More - competitions, quizzes, conversations, pictures/videos - Vine?
- Run through stats and engagement; strategies and tactics etc LI - 4288 followers; biz chronicle approach; facebook for grown ups; specific courses pushed? Alumni are killing it - Coles College are killing it - admissions eventually>
- Run through stats and engagement; strategies and tactics etc G+ - 510 users, SEO integration, Authorank Hangouts, Communities, Social media Malpractice
- 4SQ - 109 followers - updates and messages received on checkin But we're not a shop so what to do?
- 4SQ - updates? Specials? rewards?
- i) YouTube/Vimeo ii) Pinterest/Instagram iii) Myspace/Path iv) BranchedOut v) Tumblr/Blogger/Wordpress vi) Apps, Mobile
- 2 minute masterclass hangouts ads digital warehouse
- Shops, merchandise, architecture, housing, spotted owl big problems - analytics, scale, bulk uploading
- Provides framework for Social Media interaction on behalf of KSU Best practices & advice for different platforms Reminds users of existing KSU policies Social Media Checklist before going live Designed as a dynamic document - specifically for future refinements as more platforms and presences evolve Hosted on new UR Hub Page "Don't do anything silly"
- Provides easy-to-navigate directory of KSU Social Media sites by Social Media network Designed as a dynamic center - specifically for future refinements as more platforms and presences evolve Hosted on new UR website
- Football - John Lewis - Wife http://www.youtube.com/watch?v=pSLOnR1s74o
- Should we be engaging? @shitIseeatKSU
- Take a deep breath and count to 10 - Applebees anyone? - nothing good happens after midnight on social media
- Start with this and work back - how could your campaign or hashtag be hijacked; what happens in a major incident?.; do you have a plan?;
- Our budget is $0 - cannot pay for advertiser status on Youtube, Promoted posts, Facebook Ads or tweets ways around it - giveaways, not competitions - beg, borrow or steal swag
- Sent to me by a friend from a field in England - 10,348 views
- :/https/vine.co/v/bnT7DDTZMed?fb_action_ids=10151254554800108&fb_action_types=vine-app%3Apost&fb_source=aggregation&fb_aggregation_id=288381481237582