This document discusses the Purdue Memorial Union's (PMU) social media presence and goals. It provides an overview of their current social media accounts and engagement levels. It also outlines their strategies for assessment, tracking, and responding to comments. Their short term goals are to increase engagement on platforms like Facebook and Twitter, implement new social media tools, and create specialized initiatives for different PMU departments. It emphasizes the importance of addressing any negative comments promptly to maintain a positive online reputation.

1. SOCIAL MEDIA & PMU

2. Presentation Overview
Target Audience
Marketing
Current Activity/Accounts
Assessment, Tracking and Maintenance
Crisis Management
(Online Reputation Management)
Future Short Term Goals

3. TARGET AUDIENCE

4. Demographic Information
• Students: Population of 39,637
• Faculty/Staff: 10,750
• Alumni (Total living): 434,817
• Community:
• Lafayette, IN: 67,140 (Census 2010)
• West Lafayette, IN: 29,596 (Census 2010)
Source: Purdue Data Digest; 2010 Government Census

5. MARKETING

6. Short Term Goals
• Increase our online community following on Facebook,
Twitter and Foursquare
• Implement and track effectiveness of new social media
tools/trends
 Hash Tags, QR Codes, Photo Contests, etc.

7. Psychological Connection in Marketing
• “It [Psychology] can provide novel and exciting ways to reach consumers”
-Psychology in Marketing, Anderson Analytics
• “It is important to please initial customers, since they will in turn influence
many subsequent customers’ brand choices.”
– Consumer Behavior: The Psychology of Marketing, Lars Perner Ph.D.
• Promotional vs. Informational
• “..word-of-mouth has a significant influence on purchase behavior.”
-The Role of Marketing in Social Media: How Online Consumer Reviews Evolve, The Journal of Interactive Marketing, 2011
• “…social network sites can help students learn about their peers and
college which, in turn, can create satisfaction and affiliation with the
University.”
-Serious social media: On the use of social media for improving students' adjustment to college, The Journal of Internet and
Higher Education

8. Creating A Genuine Connection
“Profile data from social networks consist of all the fields users grant permission for
brands to use on their behalf. Most things that users track on social networks can be
leveraged to create a closer relationship with a customer.”
 -http://mashable.com/2011/06/30/psychographics-marketing/
Creating an emotional
or psychological
connection to your
audience, through the
use of demographic
information can be a
positive practice.

9. Promotional vs. Informational
• “Ask any social marketing consultant what the number-one no-no is on
Facebook, and he’ll likely tell you it’s “broadcasting” you message instead of
providing fans with relevant content and engaging on a continual basis.”
http://mashable.com/2011/04/02/5-facebook-marketing-mistakes-small-businesses-make/
• “People go to Facebook to make a connection or feel like part of a
community.”
–Andy Smith, Author of “Effective and Powerful Ways to Use Social Media to Drive Social Change.”
Promotional Status Example: Today Pappy’s has great hamburgers on sale
for $5.99
VS.
Informational Status Example: Did you know that Pappy’s has a ton of great
hamburger options on their menu?

10. Content Calendar 2012

11. CURRENT ACTIVITY/ACCOUNTS

12. Benchmarking

13. • Updating status information two to three times daily.
• Facebook Ad campaign has generated over 95 clicks to the
page.
500
450 Lifetime Total Likes
400 439
420 430
422
350 385 399
382 388
363 371
355 368
300 329
345
309322
250 285298
272
200 237251
203217
150 188
166177
151158
100
108114 116 125
115 122
134 Lifetime Total Likes
50 103
82 87 87 87 88 91
65 65 65
0

14. • Increased status updates from less than three a month to
three to four updates daily.
Followers
600
500
487
400 465
430
388 402
300 359
335 337 339 340 343 345
335 335 339 340 342 343
Followers
200
100
0

15. • Geo-tagging Game
• Claimed by M & M
• Claimed restaurants
downstairs
 Have to US mail
confirmations

16. QR Codes
• What is a QR Code?
• Mobile/Tablet Sites
are very important
 Youtube, Faceboo
k, Qualtrics
• Testing

17. ASSESSMENT, TRACKING AND
MAINTENANCE

18. Scheduling
• Fifty pre-scheduled
messages at a time
are allowed
• Weekend scheduling
• Pulling analytics and
reports

19. Tracking:
Facebook
Insights

20. Tracking:
Twitter
(Bit.ly)
• Twitter does not
have tracking
capabilities
• Tracking links
posted on
Twitter through
Bit.ly
• Allows for
creation of QR
codes for
advertising

21. CRISIS MANAGEMENT
(ONLINE REPUTATION MANAGEMENT)

22. Why We should not ignore Comments
• A negative Social Media comment is forever.
• A negative blog can be found by any Google search of your company.
Blogs

23. The Reach of Comments

24. Comments
• Bad comments on Social Media are cumulative.
• Waiting to address bad publicity only makes a
company look like they are hiding something.
“85% of U.S. adults say people are mostly kind online. Five percent of adults said
people are mostly unkind and another 5% say it depends on the situation.”
–U.S. Adults: Most People are Kind on Social Media [Study], Kate Freeman

25. Commenting Policy
We love your comments, suggestions, and constructive
criticism.
Our Facebook page is a place to discuss, collaborate, and
inform our constituents about the services and events offered
at the Purdue Memorial Union. Our goal is to provide
a positive online community to interact with our fans. We
appreciate your comments and suggestions, but we reserve
the right to delete profane, harassing, abusive or spam
comments, as the administrator deems fit.

26. Short Term Plan: Immediate Response
• Immediate response
 Address the user immediately and let them know we are working on
their concern from their initial post.
o In addition to the wall post, send a direct message for contact
information
Be prepared for them not to give their information

27. Short term plan: continued
• Email Directors of departments for immediate response
 Need to address within 24 hours or first thing Monday morning if on weekend.
 Respond genuinely & be transparent.
o If possible, resolve on the wall where it is posted.
o It is acceptable to apologize if we genuinely made a mistake
 People respond better to that, then no acknowledgement at all

28. FUTURE SHORT TERM GOALS

29. Short Term Goals
• Create specialized Social Media Marketing initiatives for the
different departments
 Different services require different Social Media tactics
• Assemble a group to produce an in-depth negative comment
policy
• Promote our presence online within current promotions

30. Short Term Goals
• Research and present possible Union wide Social Media
Campaigns
 Major rewards, “Like to Win”, User generated content contests, etc.
• Investigate and stay in tune with current Social Media trends