This document provides an overview of a presentation on social media marketing strategy and content optimization. The goals of the presentation are to develop an understanding of content strategy, brainstorm campaign initiatives, and share tips for optimizing online content. The presentation covers lessons learned from previous social media campaigns, Facebook EdgeRank, measuring social media performance, addressing fears around social media, and influencers to follow for learning. Group activities involve discussing target audiences and alignment of online actions and goals. The presentation aims to help attendees strengthen brands and generate word-of-mouth through building new relationships online.

1. FLEXING YOUR
MARKETING MUSCLE
Strategy, Content & Policy in Social Media

2. SocialNomics Vid
SocialNomics 3.0

3. Welcome / Introduction
GOALS FOR TODAY:
-- Develop an understanding of general content strategy
for your organization
-- Brainstorm ideas for specific campaign initiatives that
may be applicable for your target audience(s)
-- Share tips and tricks that will optimize your content
online

4. The Plan.
 Quick room poll
 Lessons from Years One &
Two
 Campaign Successes
 Facebook EdgeRank
 Group Brainstorm
 Recommendations
 Metricsto Employ
 People/Pages to Follow

5. RAISE YOUR HAND
IF…
(Don’t be shy!)

6. Who’s Who? Who’s Where?
 Organization website? Do you control it?
 Personal Facebook profile?
 Organization Facebook Page? Do you
manage?
 Personal Twitter account? Org. Twitter
account?
 Personal LinkedIn account? Organization?
 Are you on Google+? Is your org.?
 Are you on Pinterest?

7. OUR STORY:
Lessons from Years One & Two.

8. Writing a Policy? Borrow!
Steal!
 There are plenty of
resources/examples online
of other organizations
(similar to yours!) that have
already done this work
 USE THEM.
 Review the language.
 Consult your senior staff.
 Keep it under two pages.
 Above all: incorporate your
mission and values into the
policy.

9. The MHSAA: Lessons We’ve Learned

10. Current Quantitative Data
 MHSAA Facebook  @MHSAA
 7,663 Fans  2,184 Followers
 Average weekly
growth: 72.3 Fans  Average weekly
growth: 20.9 Followers

11. How It Allllll Started
 After creating accounts on Facebook, Twitter
and YouTube – we sat back
 Waited 90 full days before posting anything
anywhere
 Monitored conversation using combination of
Google Searches, Twitter Keywords,
Facebook Searches
 Developed strategy based on trends
witnessed during 90-day period

12. Developed a Baseline for
Measurement
EXCEL:
Use
what
you
know!

13. Three-Prong Content Approach
Updates Recommendatio Up-to-the
on MHSAA ns for non- minute
clinics, MHSAA tournament
meetings, created information
trainings, content, article from on-site
events and s, news staff
news
Outside Live Event
Announcements
Contributions Updates

14. Why Andi?
 Youngest? No. Blondest? No.
 Select the person who
understands your message and mission: truly.
 Tech-savvy doesn’t hurt, but isn’t required
 Don’t assign an intern. This is your
brand, your reputation, your public perception!

15. Connection: Campaigns &
Convos
 Individual attention: personalized content
 Targeted and tailored for specific audience
 Goal is to interact/engage with both new &
established members through new medium(s)
 Fresh content, “Nuggets”
 Contests, polling, voting – “Call to action”

16. Tie It All Together

17. Measurable, Trackable, Fun-tastic:
Displayed
Participants see
immediate results,
understand scope
and action required

18. Tie It All
Together

19. Drive Them Where You Want
Them
•12 clips garnered over
17,500 unique views on
YouTube (to date)
• Integration of
Facebook event and
Twitter posts generated
buzz
• Shared results with
most engaged
audience: fans at the
Breslin Center over two
weekends in March

20. Press On!
•Battle of The Fans
Contest: started with
students
• Integration of
Facebook event and
Twitter posts generated
buzz
• Will share results with
most engaged
audience: fans at the
Breslin Center over two
weekends in March

21. OPTIMIZING CONTENT
Facebook EdgeRank – Making It Work For
You

22. How do you consume online?

23. They will rarely come back
here…

24. News Feed = your channel.

25. The Rules of Threes:

26. AFFINITY
WEIGHT
TIME DECAY

27. Affinity
 Affinity is the user’s relationship with the items
creator.
 The more a person comments, likes or interacts
with your posts, then the more likely your
update will show up in their News Feed.
 The more a person’s friends comment, like or
interact with your posts, then the more likely
your update will show up in that person’s
News Feed.

28. Weight
 Weight combines what type of object and what
type of interactions it’s receiving.
 Videos,photos and links are generally
considered to have the highest weight.
 General text updates (with no videos, photos or
links) carry the lowest weight.

29. VIDEOS
PHOTOS
Links

30. COMMENT
LIKE
Share

31. Type of
Content
Type of Relationship
Interaction to the object

32. Time Decay
 Final variable: as an object gets older, the
lower value the post carries.
 Facebook is concerned with the relevancy of
status updates in relation to the amount of time
that has passed.
 Fresh& frequent content are heavy players in
whether your message is being seen.

33. Posting
Frequency
Times per day
Hours of “half life”
Different times of day

34. Tips!

35. Tips!

36. Tips!

37. Tips!

38. Tips!

39. Tips!

40. My Content is Optimized: Now
What?
 How do you want to share your stories?

41. SIX FEARS
The scary stuff.

42. How many are you thinking?
1) Loss of control over your organizations’
branding & marketing messages
2) Dealing with negative comments.
3) Addressing personality vs. organizational
voice
4) Fear of failure
5) Perception of wasted time & resources
6) Suffering from information overload
already: a.k.a. “this is too much to handle”

43. A FEW DON’T ITEMS…
Pointers!

44. Don’t spam your audience.
 If a company/business posts updated back-to-
back, multiple times per day? Hidden from
News Feeds or unfollowed. Period.

45. Don’t neglect issues/problems.
 Social media is a
two-way
conversation you
have with your
members. When you
ignore concerns or
questions, you
appear aloof and
ambivalent. Don’t
you care?

46. Don’t use formulaic responses.
 In the same vein
as ignoring
comments, it’s
just as bad to
post a canned
response to all
issues or
concerns.

47. Don’t automate your updates.
 Users notice when they see the exact same
content posted on all your networks or
marketing channels. This includes marrying
your Facebook and Twitter accounts.

48. Don’t turn off the wall.
 While
neglecting
issues or
problems is a
bad
practice, turnin
g off the wall
completely
sends the
message that
you just want

49. Don’t post this photo if you’re the
MHSAA.

50. CHECKING IN
Groups of 4-6.

51. Questions That Need Answers:
 Who are we speaking to?
 What do they want from us online?
 What do we want from them online?
 How can we align those actions?
 How will we know if it’s working?
 How will we keep the ball rolling?
 How will this evolve?

52. RETURN ON
INFLUENCE
Watch, Listen, Measure, Aggregate.

53. Measuring Quality, Quantity, Reach &
Velocity
MONITOR ANALYZE
 Administer searches  Counts
 Track keywords  Multiple accounts
 View trends  Data overlay
 Review conversation

54. What Is It About?
 Building New Relationships
 Generating Word-of-Mouth
Marketing
 Strengthening Brand Loyalty

55. Free on Facebook: Insights
MHSAA Facebook Insights

56. My Favorites:
 Incorporates:  Features:
◦ Twitter profiles ◦ Web-based
◦ Facebook profiles ◦ Free/pay models
◦ Facebok pages ◦ Columns
◦ LinkedIn ◦ Integrated accounts
◦ WordPress ◦ Scheduling
◦ FourSquare ◦ Simple URL
shortener and photo
uploader
◦ Excellent mobile app
◦ Customizable reports

57. My Favorites: TwitterCounter
 Tracks and
projects growth in
Twitter Followers &
tweets
 Weekly email with
average
growth, expected
growth for coming
7-day period

58. My Favorites: TweetStats
 Graph and
see, at-a-
glance, tweets
per day, most
common
keywords/trends
for your account

59. My Favorites: SocialMention
 Aggregates
content from
across web
 Allows easy
tracking/measurin
g of what others
are saying about
your
brand, topic, produ
ct, conference
 Monitors 100+

60. THINGS TO KEEP
EYES ON
Follow, Subscribe, Like. LEARN!

61.  Daily posts:
RSS sent right
to your Inbox
 Specific to non-
profits and
smaller corps
 “Expert.”

62.  Webinars
 RSS feed
 “Social Media
for Social
Good”
 Another
“Expert.”

63.  Hundreds of
authors
 Reputable,
current and
relevant
 “Expert(s).”

64.  Aggregate
postings
 Multiple
contributors
 RSS feed
 “Expert(s).”

65.  @MarkRaganC
EO
 RSS feed
 Social media tab
 Another
“Expert.”

66. Thank you!
Questions? Comments?
CONTACT
Andi Osters
MHSAA
(517)332-5046
andi@mhsaa.com