Covers steps to build a social media strategy and offers a best practice for creating branded shareable content. illustrates these concepts with a University of Minnesota case study.

1. Building Social Media
Presented by Lindsey Heffern
Social Media Manager, University of Minnesota
@lindseyheffern
STRATEGY & ENGAGEMENT

2. What’s the landscape?
• Facebook: 1.15 billion users
• Twitter: 500 million users
• Google+: 343 million users
• YouTube: 1 billion users
4 billion views per day
• Tumblr: 216.3 million monthly visitors

3. Where
are
they?

4. Who’s
out
there?

5. Big time activity
16 minutes out of every hour online

6. Cut through the noise
improve engagement

7. How do we do that?

8. USING SOCIAL MEDIA STRATEGICALLY
1. Goals
2. Objectives
3. Tactics
4. Measurement
• Audience
• Tools
• Messages
• Voice and
Tone
• Integrating

9. #1 Goals
• Build on overall communications strategy
• Identify how social media fits in to leverage
specific objectives
Remember:
Social media = one tool in the tool box

10. #2 Objectives
• Specific
• Measurable
• Achievable
• Relevant
• Time-based
• Humanistic
• Actionable
• Testable
• Clarity
• Happiness
SMART HATCH
From “The Dragonfly Effect”
www.dragonflyeffect.com
From Leah Lundquist PA5920

11. #3 Tactics
• The “now what”
• Social media action to accomplish objective
• Piece of the larger social media puzzle
• Think daily posts

12. #4 Measurement
• Intermediate:
– Platform Insights
• Advanced:
– Google Analytics
– Google Analytics tracking campaigns for
referral source analysis

13. USING SOCIAL MEDIA STRATEGICALLY
1. Goals
2. Objectives
3. Tactics
4. Measurement
• Audience
• Tools
• Voice and Tone
• Messages
• Integrating

14. Define Audience
• Segment your audience
– What audience do you target in traditional marketing
communications strategy?
• Social media audit
– Who is already talking about you in the social world?
• Potential audiences
– Who do you want to engage with in the social world?
– Opportunity to extend reach to new audiences
Adapted From Leah Lundquist PA5920

15. Determine Tools
• Social media can be overwhelming!
• So many tools: which is the right one?
• Use goals to determine which social media
platform is appropriate
• Don’t be everywhere; focus social media
communication
Adapted From Leah Lundquist PA5920

16. Voice and Tone
• Develop a brand voice
• Select 5 words: How do you want your
audience describe your brand?
• Assists with consistent voice and tone across
multiple administrators

17. Integrating Communications
• Determine primary content to promote
• Develop editorial calendar
• Develop engagement calendar
• Craft messages to fit platforms
• Schedule content for efficiency and
effectiveness
Adapted From Leah Lundquist PA5920

18. Case Study

19. SHAREABLE CONTENT

20. CREATIVE
EMOTIVE
COMPELLING
STICKY
SHAREABLE

21. University Relations Goals
1. Build trust, understanding and pride in the
University of Minnesota
2. Enhance and protect the University’s image and
reputation
3. Effectively tell the story of the people, the work,
and the value that the University delivers to the
state, its economy, and its residents

22. Social Media Objective
• Grow engagement on University of
Minnesota Facebook page by 50% during
CY 2013.
• Consistently drive traffic from University
of Minnesota Facebook page to umn.edu
homepage stories.

23. Social Media Tactic
• Get social media followers to spread our
messages into their personal networks
• Offer content that people want to consume in
the social space – shareable and branded

24. Tactical Steps
• Educate key collaborators on shareable content
(creative director, designers)
• Develop shareable content calendar
• Create shareable content graphics in coordination
with homepage editorial calendar
• Schedule shareable content posts in Facebook

25. Optimize visual content

26. SHARES: 287
LIKES: 583
SHARES: 71
LIKES: 255

27. Timeliness matters

28. SHARES: 123
LIKES: 1,213
SHARES: 94
LIKES: 874

30. Results (measurement) ?

31. of monthly-engaged users
164% increase

32. Questions?

33. FACEBOOK ADVERTISING

34. Not reaching the right audience?

35. Gen Y (20- to 30-year-olds)
twice as likely to seek
information on social media
as generation before them.
Report on buyer behavior by Buyersphere

36. Segment audience
by hyper targeting

37. SPECIFIC
INTEREST-BASED
NARROWLY FOCUSED
TARGETED

40. Results?

41. average
shares in 2013
31

42. Breast cancer - 335 shares
980%
increase

43. Pancreatic cancer - 315 shares
916%
increase

44. Questions?