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Sonja Likness - The Right Content to The Right Audiences

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SONJA LIKNESS Duke University How To Source & Target The Right Content To The Right Audience
Hello! I’m Sonja Likness. I’m the director of social media & content strategy at Duke University. You can find me at @SonjaLikness
1. Your Audience Who is your audience? (Or, in most cases, who ARE your audiences?)
Duke Community Media Funders Government Sports Fans Durham Community Our Audiences
Duke Community Students Prospective Students Alumni Employees Board of Trustees Media News Reporters Research News Reporters Higher Ed Community Rankings Agencies Funders Donors Research Funders Government Federal State Local Sports Fans Durham Community Our Audiences
2. Where Are Your Audiences? What channels do they use?
Follow Us! FACEBOOK INSTAGRAM TWITTER LINKEDIN MEDIUM YOUTUBE WECHAT WEIBO SNAPCHAT SPOTIFY
Social Media Channel Speadsheet
Facebook Instagram Instagram Stories Twitter LinkedIn Google Posts Medium YouTube Pinterest Flickr Google+ Duke Students WeChat Weibo # of followers 346k 99.8k 99.8k 69.6k 171.7k N/A 126 15.3k 3.3k 78 538k 30.5k+ 1.7k 16.5k Audience Parents, alums Undergrad prospectiv students, young Undergrad prospectiv students, young Journalists, thought leaders, professors, peer institutions Alumni, institutions potential employees People searching “Duke University” Google Informed public, readers Very young (under 25) N/A N/A N/A Current prospectiv undergrads young Chinese prospectiv and students, parents alumni Chinese alumni, Chinese basketball Content Basketball, health & science, Durham/ human interest, student Land- animals, basketball, travel Campus coverage, behind- scenes, promotion, research stories Faculty commen- politics, research Alumni and news, Durham- related content, evergreen content University- related and videos Personal stories, scholarly analyses, “how-to” guides University events and livestreams research videos, content Student iconic locations, “how-to” guides Land- animals, basketball, travel Politics, Basketball, student- produced content, campus beauty memes Admissions and life, Duke achieve- ments, prominent alums, beauty live chats Basketball, campus beauty Chinese- language content Posting frequency 2-5 posts day Daily or other day Variable 4-12+ per day 2-3 posts week 1 post per week Variable Variable Rarely Cross- from Never 2-3 posts day 2-3 posts week 2-3 posts week Social Media Channel Summary
FACEBO OK346k fans Audience student-aged (18-24) GOOD – Basketball – Health-related science piece – Fluff pieces – Human interest/student content BAD Anything political in nature FREQUENCY – 2 to 5 postings daily – Reposting key stories – Weekend content POPULAR – Facebook Live + captions OPPORTUNITY – Image + Promoted + Potential algorithm
INSTAGRAM 100k followers Audience undergrads, prospective students, young alumni GOOD – Landscapes – Animals – Kids/babies – Basketball – Travel photos BAD – Video FREQUENCY – Daily or every other day – Later in the day – Weekend content
3. Content For Your Audiences How can you build content that works for each channel?
Social Media Marketi… News Three Departments One Office
Social Media Marketi… News Three Departments One Office One Shared Goal…
Storytelling Three Departments One Office One Shared Goal: Storytelling
THE OLD WAY 3. Resize for Social Media 2. Visual Assets 1. Written Story
The Final Product See this and more on Instagram @dukeuniversity
THE NEW WAY An Example 4. Sharing 3. Creation 1. Story Concept 2. Audience
The Final Product See this and more on Instagram @dukeuniversity
4. Measuring Success Have you created the right content, and how can you tell?
Goal Measure Referral Traffic Visits to your sites from social media Engagement % of fans who interact with your social media content Info Capture How much info you can capture starting with social media CTAs Sales Funnel How many sales you make starting with social media CTAs Story Views How many clicks you get on story links Brand and Reputation Sentiment measurement WHAT TO MEASURE
Facebook (9 posts) 253k reach, 28k per post LinkedIn (2 posts) 314 likes Google Posts (2 posts) 79,489 views Social Media for O-Week & Move-in Twitter (13 posts) 116k impressions Instagram (5 posts) 280,972 impressions Instagram Stories * (23 posts) Up to 12,443 viewers on the stories
Goal: Drive referral traffic Facebook… LinkedIn 10% Google 10% Twitter 10% Instagram 5% Social Media for O-Week & Move-in
TAKEAWAYS 1. Know your audiences 2. Create with specific audiences and channels in mind 3. Be flexible
Thanks! Any questions? You can find me at @SonjaLikness & sonja.likness@duke.edu

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Sonja Likness - The Right Content to The Right Audiences

  • 1. SONJA LIKNESS Duke University How To Source & Target The Right Content To The Right Audience
  • 2. Hello! I’m Sonja Likness. I’m the director of social media & content strategy at Duke University. You can find me at @SonjaLikness
  • 3.
  • 4. 1. Your Audience Who is your audience? (Or, in most cases, who ARE your audiences?)
  • 5. Duke Community Media Funders Government Sports Fans Durham Community Our Audiences
  • 6. Duke Community Students Prospective Students Alumni Employees Board of Trustees Media News Reporters Research News Reporters Higher Ed Community Rankings Agencies Funders Donors Research Funders Government Federal State Local Sports Fans Durham Community Our Audiences
  • 7. 2. Where Are Your Audiences? What channels do they use?
  • 8. Follow Us! FACEBOOK INSTAGRAM TWITTER LINKEDIN MEDIUM YOUTUBE WECHAT WEIBO SNAPCHAT SPOTIFY
  • 9. Social Media Channel Speadsheet
  • 10. Facebook Instagram Instagram Stories Twitter LinkedIn Google Posts Medium YouTube Pinterest Flickr Google+ Duke Students WeChat Weibo # of followers 346k 99.8k 99.8k 69.6k 171.7k N/A 126 15.3k 3.3k 78 538k 30.5k+ 1.7k 16.5k Audience Parents, alums Undergrad prospectiv students, young Undergrad prospectiv students, young Journalists, thought leaders, professors, peer institutions Alumni, institutions potential employees People searching “Duke University” Google Informed public, readers Very young (under 25) N/A N/A N/A Current prospectiv undergrads young Chinese prospectiv and students, parents alumni Chinese alumni, Chinese basketball Content Basketball, health & science, Durham/ human interest, student Land- animals, basketball, travel Campus coverage, behind- scenes, promotion, research stories Faculty commen- politics, research Alumni and news, Durham- related content, evergreen content University- related and videos Personal stories, scholarly analyses, “how-to” guides University events and livestreams research videos, content Student iconic locations, “how-to” guides Land- animals, basketball, travel Politics, Basketball, student- produced content, campus beauty memes Admissions and life, Duke achieve- ments, prominent alums, beauty live chats Basketball, campus beauty Chinese- language content Posting frequency 2-5 posts day Daily or other day Variable 4-12+ per day 2-3 posts week 1 post per week Variable Variable Rarely Cross- from Never 2-3 posts day 2-3 posts week 2-3 posts week Social Media Channel Summary
  • 11. FACEBO OK346k fans Audience student-aged (18-24) GOOD – Basketball – Health-related science piece – Fluff pieces – Human interest/student content BAD Anything political in nature FREQUENCY – 2 to 5 postings daily – Reposting key stories – Weekend content POPULAR – Facebook Live + captions OPPORTUNITY – Image + Promoted + Potential algorithm
  • 12. INSTAGRAM 100k followers Audience undergrads, prospective students, young alumni GOOD – Landscapes – Animals – Kids/babies – Basketball – Travel photos BAD – Video FREQUENCY – Daily or every other day – Later in the day – Weekend content
  • 13. 3. Content For Your Audiences How can you build content that works for each channel?
  • 17. THE OLD WAY 3. Resize for Social Media 2. Visual Assets 1. Written Story
  • 18.
  • 19. The Final Product See this and more on Instagram @dukeuniversity
  • 20. THE NEW WAY An Example 4. Sharing 3. Creation 1. Story Concept 2. Audience
  • 21.
  • 22.
  • 23.
  • 24. The Final Product See this and more on Instagram @dukeuniversity
  • 25. 4. Measuring Success Have you created the right content, and how can you tell?
  • 26. Goal Measure Referral Traffic Visits to your sites from social media Engagement % of fans who interact with your social media content Info Capture How much info you can capture starting with social media CTAs Sales Funnel How many sales you make starting with social media CTAs Story Views How many clicks you get on story links Brand and Reputation Sentiment measurement WHAT TO MEASURE
  • 27. Facebook (9 posts) 253k reach, 28k per post LinkedIn (2 posts) 314 likes Google Posts (2 posts) 79,489 views Social Media for O-Week & Move-in Twitter (13 posts) 116k impressions Instagram (5 posts) 280,972 impressions Instagram Stories * (23 posts) Up to 12,443 viewers on the stories
  • 29. TAKEAWAYS 1. Know your audiences 2. Create with specific audiences and channels in mind 3. Be flexible
  • 30. Thanks! Any questions? You can find me at @SonjaLikness & sonja.likness@duke.edu

Editor's Notes

  1. https://styleguide.duke.edu/color-palette/ https://styleguide.duke.edu/
  2. https://styleguide.duke.edu/color-palette/ https://styleguide.duke.edu/
  3. Here are our social media channels.
  4. I made this spreadsheet to track our audiences against ALL of our channels (including non-social media ones).
  5. The chart was too complicated, so I summarized into a channel summary.
  6. The channel summary deck then goes into detail about each channel. # of followers: 346k Audience: While the bulk of followers are student-aged (18-24), our most engaged audience demographic skews older: parents, older alumni. Content that performs well: basketball health-related science pieces (cancer/disability advancements) fluff pieces (ex. rankings on most beautiful campus/city) positive features about Durham/Duke human interest/student content (ex. move-in day, class photo, student research, etc.) Content that doesn’t perform well: anything political in nature Posting frequency: 2-5 postings daily reposting of key stories multiple times a week some weekend content Very popular Facebook Live (video) opportunities for large campus events (ex: commencement, inaugurations, class photo) Video content MUST be captioned, per Duke legal instructions Opportunity: image tagging for accessibility purposes Promoted posts can help drive traffic to stories/reach new audiences. Potential algorithm changes can disrupt results.
  7. There’s a separate slide for each channel. (Note: Instagram and Instagram Stories count as different channels for us.) # of followers: 99.8k Audience: skews younger than other channels (undergrads, prospective students, young alumni) Content that performs well: anything highly visual Landscapes animals kids/babies basketball travel photos Content that doesn’t perform well: video (exceptions: Instagram Stories; basketball or Durham-related content) Posting frequency: daily or every other day post later in the day some weekend content
  8. How our office used to be structured
  9. How our office used to be structured
  10. How our office used to be structured
  11. What stories will help us to talk about our strategic goals? Who needs to hear this story and where can we reach them? What elements do we need in order to tell this story to the right audience on the right platform? Highlight the scholarship and diversity of our new faculty Other scholars (Twitter, Duke Today), parents (Facebook), students (Instagram) Interviews in a conversational style, beautiful graphics, a small selection of new faculty members
  12. What stories will help us to talk about our strategic goals? Who needs to hear this story and where can we reach them? What elements do we need in order to tell this story to the right audience on the right platform? Highlight the scholarship and diversity of our new faculty Other scholars (Twitter, Duke Today), parents (Facebook), students (Instagram) Interviews in a conversational style, beautiful graphics, a small selection of new faculty members
  13. Duke Today (Stories platform)
  14. Duke Today (Stories platform)
  15. Facebook and Twitter
  16. Instagram Stories
  17. Instagram Stories are usually better for referral numbers, but for this campaign, we used Instagram Stories to show behind-the-scenes of the events without linking directly to our content.
  18. Know your audience(s)! Be dorky about it. Study your demographics. Do surveys. Use anecdotes. Basically, use everything you’ve got to learn more about your peeps. Create with specific audiences and channels in mind! Who are you targeting and where do they hang out? Make content that will work well on those channels! Be flexible! Some things won’t work. The analytics will tell you. Shift strategy and keep iterating. It’s worth the trouble in the long run!