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SOCIAL MEDIA & PMU
Presentation Overview
           Target Audience
               Marketing
      Current Activity/Accounts
Assessment, Tracking and Maintenance
         Crisis Management
        (Online Reputation Management)

      Future Short Term Goals
TARGET AUDIENCE
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
MARKETING
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.
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
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.
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?
Content Calendar 2012
CURRENT ACTIVITY/ACCOUNTS
Benchmarking
• 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
• 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
• Geo-tagging Game
• Claimed by M & M
• Claimed restaurants
  downstairs
   Have to US mail
     confirmations
QR Codes
• What is a QR Code?
• Mobile/Tablet Sites
  are very important
    Youtube, Faceboo
     k, Qualtrics
• Testing
ASSESSMENT, TRACKING AND
MAINTENANCE
Scheduling
• Fifty pre-scheduled
  messages at a time
  are allowed

• Weekend scheduling

• Pulling analytics and
  reports
Tracking:
Facebook
 Insights
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
CRISIS MANAGEMENT
(ONLINE REPUTATION MANAGEMENT)
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
The Reach of Comments
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
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.
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
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
FUTURE SHORT TERM GOALS
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
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

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Social Media and PMU

  • 2. Presentation Overview Target Audience Marketing Current Activity/Accounts Assessment, Tracking and Maintenance Crisis Management (Online Reputation Management) Future Short Term Goals
  • 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
  • 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?
  • 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
  • 18. Scheduling • Fifty pre-scheduled messages at a time are allowed • Weekend scheduling • Pulling analytics and reports
  • 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
  • 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
  • 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

Editor's Notes

  1. http://www.tomhcanderson.com/2008/10/16/psychology-in-marketing/http://www.consumerpsychologist.com/Spors, Kelly (2006), “How Are We Doing?” Wall Street Journal, November 13, R9.  Yu et al., 2010 A.Y. Yu, S.W. Tian, D. Vogel, R.C. Kwok Can learning be virtually boosted? An investigation of online social networking impacts Computers & Education, 55 (2010), pp. 1494–1503
  2. -http://mashable.com/2011/06/30/psychographics-marketing/ http://www.compukol.com/blog/the-psychology-behind-social-media/