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Telling your Authentic Story on Social Media
- 1. Telling your Authentic Story on Social Media Kelly Bennett, Manager of Social Media and Marketing Strategy @KellyABennett #OHSPRA15
- 2. Why Do We Share Stories? #OHSPRA15@KellyABennett
- 3. How has Social Media Changed Storytelling? #OHSPRA15@KellyABennett
- 4. Why is Storytelling Important to Marketers? #OHSPRA15@KellyABennett
- 6. Trusting Friends and Families • 92% of consumers believe recommendations from friends and family over all forms of advertising. - Nielsen @KellyABennett #OHSPRA15
- 7. Trusting Friends and Families @KellyABennett #OHSPRA15
- 8. The Rise of User Generated Content #OHSPRA15@KellyABennett
- 9. Coca Cola - UGC https://www.youtube.com/watch?v=XokGFN86ljc @KellyABennett #OHSPRA15
- 10. Exercise 1: Instagram or Stock Photo? @KellyABennett #OHSPRA15
- 11. Instagram vs. Stock photo @KellyABennett Commencement 2014 #OHSPRA15
- 12. Instagram vs. Stock photo @KellyABennett Student studies outside of the new student center #OHSPRA15
- 13. Instagram vs. Stock photo @KellyABennett Nursing at Greentree #OHSPRA15
- 14. Instagram vs. Stock photo @KellyABennett Student and professor in engineering class. #OHSPRA15
- 15. Instagram vs. Stock photo @KellyABennett Miami’s campus in the fall. #OHSPRA15
- 16. User Generated Content Case Study @KellyABennett #OHSPRA15
- 24. How are you using User Generated Content? @KellyABennett #OHSPRA15
- 25. How to find User-Generated Content @KellyABennett #OHSPRA15 • Follow a hashtag on Instagram, Storify, Tumblr • Search for Instagram photos by location • Follow accounts on Instagram and Twitter • Turn on twitter notifications for other official accounts • Comment, engage, show you’re active!!!
- 26. Exercise 2: Right Content, Right Audience @KellyABennett #OHSPRA15
- 27. Where your audiences are @KellyABennett #OHSPRA15
- 28. Where your audiences are @KellyABennett #OHSPRA15
- 29. Where your audiences are @KellyABennett #OHSPRA15
- 30. Comparing Platforms @KellyABennett #OHSPRA15 21.8K followers26.6K followers53.5K likes
- 32. Facebook Content @KellyABennett #OHSPRA15 What content has worked for you?
- 33. Facebook Content: Alumni @KellyABennett #OHSPRA15 Evoke nostalgia • Prom season – “Tag your prom date! Bonus points in you can comment with your prom photo. • Share info about clubs/teams successes. Ask for input • During seniors college search ask alumni to offer advice, how they picked their college. Poll the audience • Favorite professor? • Best class? • Tastiest cafeteria item?
- 34. Facebook Content: Current Students @KellyABennett #OHSPRA15 Current events • Share info about clubs/teams successes. • Annual events (first day of class, graduation) Photo recap of events • Allow students to tag their friends in photos of big events • Prom • Musical • Championships • Spirit Week
- 35. Facebook Content: All Audiences @KellyABennett #OHSPRA15 Current events • Rankings • Clubs/sports teams successes. • Alumni spotlights • Improvements (new programs, construction) • News (new principle) Photos • Great photos are social media gold. Traditions • Rival Games • Students signing alma mater • Teacher quirks
- 36. Twitter Content @KellyABennett #OHSPRA15 What content has worked for you?
- 37. Twitter Content: All Audiences @KellyABennett #OHSPRA15 • Create a school hashtag - follow and use with tweets. • Share everything posted on Facebook page • Retweet positive content • Use as a customer service tool to answer questions • Keep it visual
- 38. Instagram Content @KellyABennett #OHSPRA15 What content has worked for you?
- 39. Instagram Content: All (with a student focus) @KellyABennett #OHSPRA15 • Use and follow school hashtag • Show “Day in the Life” photos • Ask students to tag your account and use school hashtag. • Grants you permission to use • Lets you see photos of private accounts • Re-share photos on your own account • Student gets 10 seconds of fame • Encourages others to share/tag • Tells your story from the student perspective • Share on other platforms
- 41. Snapchat Stats @KellyABennett #OHSPRA15 77% of college students use Snapchat at least once a day- Mashable
- 43. How to use Snapchat @KellyABennett #OHSPRA15 Send directly to user Add to story
- 44. Why Miami is Using Snapchat @KellyABennett #OHSPRA15
- 45. How Miami is Using Snapchat @KellyABennett #OHSPRA15
- 46. How Miami is Using Snapchat @KellyABennett #OHSPRA15
- 47. It’s Where the Students Are @KellyABennett #OHSPRA15
- 48. Exercise 3: Running a Campaign @KellyABennett #OHSPRA15
- 49. What type of Campaigns have you run? @KellyABennett #OHSPRA15 • Donation • Recruitment • Engagement Increase • Ticket sales for event • Contest
- 50. Steps of a Social Media Campaign @KellyABennett #OHSPRA15 • Step 1 – Determine your goal. • Step 2 – Know your audience. • Step 3 – Market the campaign where the audience is. • Step 4 – Use a hashtag or some way to track the campaign. • Step 5 – Share user generated content along the way. • Step 6 – Announce the completion/outcomes of the campaign. • Step 7 – Track results and adjust for next time.
- 51. Social Media Tips and Tricks @KellyABennett #OHSPRA15 • Be visual!!! • Share images separately on twitter & Instagram • Share videos directly to twitter and Facebook • Twitter now allows up to 30 seconds of video • Uploading video directly to Facebook auto-plays it • Get information out using flyers (images have no character limit) • Schedule tweets with Hootsuite (free) • Be relevant to current events/trends • Note what content receives the most engagement.