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Strategy powerpoint
This document provides a social media strategy for the University of Florida. It includes an audit of current accounts, objectives to increase engagement and followers, guidelines for brand voice and persona, and a plan for content creation, measurement and critical incident response. The primary goals are to increase awareness of the university and create an inviting online presence through engaging posts on platforms like Facebook, Twitter and Instagram.
Social Mediaâ—¦
Strategy powerpoint
- 1. M A DE L E I N E H A I S T UNIVERSITY OF FLORIDA- SOCIAL MEDIA STRATEGY FEBRUARY 21, 2016
- 2. TABLE OF CONTENTS •Executive Summary…………………………………………………………………….3 • Social Media Audit ………………………………………………………………….....4-7 • Social Media Objectives………………………………………………………………8-10 • Online Brand Persona and Voice ……………………………………………………11-13 • Strategies and Tools …………………………………………………………………….14 • Timing and Key Dates …………………………………………………………………..15 • Social Media Roles and Responsibilities ……………………………………………..16 • Social Media Policy……………………………………………………………………….17 • Critical Response Plan ……………………………………………………………………18-19 • Measurement and Reporting Results …………………………………………………20-22
- 3. EXECUTIVE SUMMARY Our socialmedia goal for the University of Florida accounts is to create a personable media presence that is aligned with the goals and values of the university. The primary focus is to increase brand awareness by creating fun and engaging content for social media sites. • Social Strategies that will support the aforementioned goal: • Tailor posts to the demographics who will be viewing the sites to increase response • Increase amount of interactive and audiovisual posts
- 4. SOCIAL MEDIA AUDIT Auditof the University of Florida’s social media accounts to date. The following includes an assessment of social media platforms, website traffic, audience demographics and competitors Social Media Assessment Data as of November 1, 2015 Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Twitter https://twitter.com/UF ?lang=en 108,480 12 posts per week 3% Facebook https://www.facebook. com/uflorida/ 555,804 3 posts per week 4% Instagram https://www.instagram .com/uflorida/?hl=en 74,520 2 posts per week 1,500-2,000 Social Media Assessment: Instagram currently receives the most interactions. Specific Facebook posts also have a high number of interactions. Creating new ways to engage Twitter users should be considered.
- 5. SOCIAL MEDIA AUDIT SourceVolume Percentage of Overall Traffic Twitter 20,000 unique visits 10% Facebook 300,000 unique visits 30% Instagram N/A N/A Website Traffic Sources Assessment Monthly average, August 2015 to November 2015 Summary: Facebook leads to the most website traffic. Instagram gets a significant amount of interaction, but direct traffic data is unavailable.
- 6. SOCIAL MEDIA AUDIT AudienceDemographics Assessment Survey via e-mail and online links distributed in August/September. Total responses: 20,000 Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 45% 18-30 30% 31-40 15% 41-55 10% 56-80 53% Female 47% Male 50% Facebook 30% Instagram 30% Twitter 45% Instagram 30% Facebook 25% Twitter Searching application information, searching for sporting event info Miscellaneous information about the university- clubs, teams, etc. Audience Demographic Summary: A majority of the survey respondents are in the 18-30 age group. Instagram and Facebook are their main social media platforms. Application and sporting information are the main points driving visitors to the site.
- 7. SOCIAL MEDIA AUDIT CompetitorName Social Media Profile Strengths Weaknesses Florida State University Instagram @floridastateuniversity Quality images, very clear pictures with a lot of color. Posts show various aspects of the university and what they have to offer. Captions are not very creative. The captions are often just a list of hashtags. Creating clever, explanatory captions will draw in more views. University of Miami Facebook @universityofmiami Good use of images and videos with posts. Hashtags are not over used. Posts do not have a lot of comments or shares. Content should be more engaging and instigate a response from followers. Competitor Assessment Summary: The analysis focused on two other colleges in Florida. One with a strong presence on Instagram and the other on Facebook. Both schools had great visual content. They could improve on making their posts more engaging with better captions and content.
- 8. SOCIAL MEDIA OBJECTIVES •In 2016, the primary focus of the University of Florida’s social media accounts will be to increase brand awareness by creating an inviting, personable media presence that potential, current and graduated students can relate to. • Specific Objectives: 1. Increase the amount of videos posted to Facebook and Twitter by 30% in 6 months 2. Increase amount of views to social media platforms by 40% in 6 months by: • Posting new and engaging content regularly • Re-tweeting, liking and sharing posts from followers • Encourage followers to share content by posting visuals • Use hashtags to define the brand 3. Increase Twitter followers by 2,000 in 6 months
- 9. SOCIAL MEDIA OBJECTIVES •Key Messages • UF is a fun and engaging educational community • A place to find your passion • A tight-knit community of intelligent individuals • KPIs 1. Number of unique visitors to Twitter and Facebook 2. Number of Instagram followers and posts 3. Number of Tweets containing visual content 4. Number of Facebook videos posted
- 10. SOCIAL MEDIA OBJECTIVES: DEMOGRAPHICEXAMPLES Age 18-30 31-40 41-55 56-80 Gender Male Female
- 11. ONLINE BRAND PERSONAAND VOICE Adjectives that describe the University of Florida brand: • Exciting • Entertaining • Fun Adjectives that describe the University of Florida brand when interacting with customers: • Informative • Personable • Relatable • Engaging
- 12. ONLINE BRAND PERSONAAND VOICE EXAMPLES
- 13. ONLINE BRAND PERSONAAND VOICE EXMAPLES
- 14. STRATEGIES AND TOOLS •Paid: Paid-ads on Twitter at least once a week during college application season (July- November), boost popular Facebook posts on Monday and Friday night- must have at least 800 organic likes • Owned: Use the same theme throughout all social media pages, sharing the same content with varying captions. Begin using #GatorNation. Encourage shares and likes by interacting with user content- share/like/comment on posts from followers and least three times a week. • Earned: Monitor Facebook and Twitter for trending hashtags and videos. Create content that coincides with these themes. Form contests for followers to win gator gear or football tickets that promote sharing and interacting with company’s page. • Tools: • Approved tools: • Canva • Hootsuite • Buffer • Rejected tools: • N/A • Existing subscriptions: • Photoshop
- 15. TIMING AND KEYDATES Holidays/ special days • Admissions Day • Valentine’s Day • St. Patrick’s Day • Easter • First day of summer • Fourth of July • Back to school- August Internal Events • Graduation • Sporting events • Beginning of summer session • Beginning of fall session
- 16. SOCIAL MEDIA RESPONSIBILITIES •Vice President University Relations- Jane Adams • Assistant Vice President Marketing- Nicole Yucht • Senior Director of Media Relations- Steve Orlando • Strategic Communications Director- Donna Winchester • Senior Writer- Alisson Clark • Web Content Coordinator- Kay Howell
- 17. SOCIAL MEDIA POLICY TheUniversity of Florida’s social media accounts are a way for the college to interact with the Gator Nation. Social media is an informal way to interact with target audiences, but proper etiquette should be used in all posts. UF social media accounts are expected to follow the ideals of the university. • Be respectful • Be transparent • Listen to the audience • Be kind • Be aware • Be active • Comment on posts from followers • Be professional All social media activity on UF accounts should be appropriate and respectful. Failure by an employee to comply with the UF social media policy will result in appropriate disciplinary action, including termination and legal action if necessary.
- 18. CRITICAL RESPONSE PLAN •Scenario 1- Inappropriate picture posted to @uflorida Instagram • Action Plan • When you see the picture • Screenshot the image and immediately send to Nicole Yucht • Delete the image • Nicole will contact Jane Adams to discuss the reach of the image • Will issue an apology and follow-up Instagram • Nicole and Jane will handle all media if the university if contacted about the image • The employee responsible for posting the image will be investigated and appropriate disciplinary measures will be taken • No pre-approved messaging. Messages will be tailored to the specific incident and will be apologetic.
- 19. CRITICAL RESPONSE PLAN •Scenario 2- Social Media account is hacked • Action Plan • Alert Nicole immediately • Efforts to shut down the sites will be made • Monitor for any inappropriate posts that are not coming from designated operators of site • The public will be alerted immediately
- 20. MEASUREMENT AND REPORTING RESULTS SourceVolume Percentage of Overall Traffic Twitter 60,000 unique visitors 25% Facebook 300,000 unique visitors 37% Instagram 20,000 unique visitors 3% Social Network URL Follower Count Average Weekly Activity Engagement Rate Twitter https://twitter.com/U F?lang=en 113,000 +4% growth 20+ posts per week 4% engagement Facebook https://www.facebook.c om/uflorida/ 631,595 +12% growth 10 posts per week 6% engagement Instagram https://www.instagram. com/uflorida/?hl=en 81,000 +8% growth 4-5 posts per week About 3,000 likes per post Quantitative KPIs Reporting period: 3 months Date as of February 1, 2016 Website Traffic Sources Assessment Monthly average: November 2015 to January 2016 Social Network Data Timeframe: as of Feruary 1, 2016
- 21. MEASUREMENT AND REPORTING •We have greatly increased the amount of visual content on all social media platforms. Facebook and Twitter posts have included colorful images and videos that have increased engagement. • The amount of Twitter followers has increased more than 2,000, which was our goal. Qualitative KPIs Sentiment Analysis Analysis of 400 Facebook posts, 400 Instagram posts and 400 Tweets revealed the following. • A high level of positive sentiment from current students as well as alumni. Positive interaction included shares, tags, comments and “likes.” • The biggest group of negative interaction came from individuals from rival schools.
- 22. MEASUREMENT AND REPORTING •Proposed Action Items • Continue posting creative images and videos to social media • Consider a contest or giveaway to increase shares and engagement Images from Google Images.