Post on 16-Jul-2015
transcript
Will PatchManchester University
IACAC Fall Congress 2013
» REALIZE: Every situation is different
» Why do you want a presence on specific networks?
» Each network takes time to maintain
» Each network has a different identity
» Don’t have a presence just to have it˃ It should be maintained well
˃ Having a strong presence in a few places is better than being spread thin
» YouTube – >1 billion/month
» Facebook – 1.15 billion
» Twitter – 555 million
» Google+ - 343 million
» LinkedIn – 238 million
» Instagram – 150 million
» Tumblr – 108.9 million
» Pinterest – 70 million
» Wordpress – 66 million
» Think about who you want to reach and engage˃ What information do you want to provide?
» Different networks can be used for different audiences
» Facebook˃ 18-24, men, women account for 2/3 of engagement though
» Twitter˃ 18-29, affluent, urban minorities
» Pinterest˃ College educated women under 50
» Google+˃ 24-35 men, college educated
» Tumblr˃ Under 30, most used social media among high school students
» Time˃ Very time consuming
˃ How does it fit in your schedule?
˃ Planning, writing content, posting, interacting, moderating
» People˃ Will it just be you?
˃ Will students be involved?
» Video/photography˃ Where is the equipment coming from?
˃ What content?
˃ Who will take?
˃ Who will edit?
» Do you have one?
» Are you complying?
» Communicate among departments to make sure you are all on the same page
» Reach: Status > Video > Photo > Link
» Engagement: Photo > Video > Status > Link
» Use hashtags
» Interact with your audience
» Moderate comments
» Use Insights
» Post suppression still used, engagement can counter this (so does paying for ads)˃ Pay attention to PTAT (People Talking About This)
» Use good quality photos, but try to keep under 3MB for covers
» High Schools˃ News and Events
˃ Photo albums to showcase school culture
˃ Use as a staff recruitment tool – job searchers look at social media
˃ Make sure to use the profanity block list and moderate postings from others to keep out spam
˃ Ex: North Shore Country Day, Canterbury School, Olentangy Local Schools
» Higher Ed˃ Connect with students and alumni
˃ News updates
˃ Interact with the community
˃ Ex: Virtually any college or University
» Know who uses Twitter
» Have a hashtag plan
» There are 5 types of tweets:˃ Humorous
˃ Educational
˃ Semi-promotional
˃ Conversational
˃ Opinionated
» Utilize search
» Respond to mentions
» Be aware of font colors and profile placement
» High Schools˃ Updates, updates, updates
˃ Help promote school pride
˃ Weather delays or schedule changes
˃ Student spotlights: Friends can easily share and promote the school
˃ Retweet good information about college, SAT/ACT, FAFSA, school groups
˃ Ex: @lchsbears, @elderhighschool, @canterburyfw
» Higher Ed˃ Interact with current and future students
˃ Answer questions
˃ Make use of hashtag campaigns to build interactions
˃ Ex: Virtually any college or university
» Experiment with board names
» If you repin, check the links first
» Have your goal in place˃ Photo album
˃ Tangential information
˃ “Follower fodder”
» Need good photos if you’re uploading
» High School˃ Showcase campus events and activities to show culture and personality
˃ College prep boards help centralize information
˃ Ex: Sewickley Academy, North Shore Country Day, Gross Catholic HS, Auburn Public Schools
» Higher Ed˃ Visually beautiful with good descriptions are the best
˃ Showcase local area and attractions
˃ Ex: Michigan, Anderson, Briar Cliff, Manchester
» Treat as Facebook for a more mature, technical, and professional audience˃ Lives in between LinkedIn and Facebook
» Hangouts can help connect
» Make the post interesting and with a large, high quality image
» Ex: Harvard, Brother Rice High School, (excellent engagement) Wil Wheaton
» Blog, very visual
» Best for photos, not links
» Ex: Cal Research - ucresearch.tumblr.com
» Videos are extremely important for higher ed
» Showcase programs, profiles, or just fun
» Should be short 1.5-2 min max
» Ex: University of Minnesota, Iowa
» New kid on the block
» Made for colleges to target high school students
» Not fully implemented yet
» Use consistently across networks˃ Resize for different requirements
» Make it clear enough to be seen in news feeds and on phones
» Don’t change often, or at all
» Use unique hashtags: #XYZHigh2017 for events not #Classof2017 (see @elderhighschool)
» General tags work best for campaigns (see @mercedesbenz)
» Utilize search, see what students are using
» Don’t use more than 3 in a post
» This photo received over 23,000 interactions in the first 24 hours alone
» Content is king
» Be authentic.
» Stay active. More importantly, be interactive.
» A few well run networks is better than being everywhere poorly
» Talk to people, see what others are doing
» Be multichannel in your approach
» If you have an idea for a new approach, don’t be afraid to try it on a small scale
» “Sandbox” networks first
» Keep reading and learning
» Don’t restrict access or commenting.
» Try to be unique, if it doesn’t work, you’ve learned something
» Track followers, reach, and engagement
» Post or page level data
» Shows stats for the site you have verified
» Shows average repins, impressions, and clicks/day
» Shows tips to improve each metric
» Hootsuite – Post scheduling for multiple outlets, paid version offers analytics and more features
» Crowdbooster – Analytics and scheduling for Facebook and Twitter
» LikeAlyzer - Very intelligent analytics and tips for Facebook pages – measures on presence, dialogue, action, and information.
» Tagboard – Tracks hashtags across most platforms
» Follower growth˃ How many new followers are gained in a certain timeframe
» Reach˃ How many unique users are reached in a certain timeframe
» Interactions˃ How many users interact with your content in a certain timeframe
» Return on Investment (ROI)˃ Interactions/post
» Natural Audience Ratio˃ Followers/enrollment
˃ Best for comparing networks or your performance vs. competitors
» Facebook˃ Used primarily for news updates, geared towards parents and alumni
˃ 2-3 updates per day
» Over 6 months:˃ 32.7% growth to 5,613
˃ 1,524,623 reached
˃ 159,054 interactions
˃ 346 ROI
˃ 4.32 NA ratio
» Twitter˃ Mostly for current students and high school
˃ Updates of campus activities and upcoming event promotion
˃ More frequent updates and interactions
» Over 6 months:˃ 39.2% growth to 1,572
˃ 1,671,387 reached
˃ 1,756 interactions
˃ 4.1 ROI
˃ 1.21 NA ratio
» Pinterest˃ Used for reaching out to new audiences
˃ Tangential information for current and prospective students
˃ Scholarship information
» Over 6 months:˃ 406.9% growth to 3,650
˃ 7,022,701 reached
˃ 205,319 interactions
˃ 211 ROI
˃ 2.81 NA ratio
» Content updates in relation to followers˃ 3+ times/day – 198 new/month AVG (5 - 2,076 range, N=35)
˃ 1-2 times/day – 83 new/month AVG (-1,130 - 1,934 range, N=80)
˃ 3-6 times/week – 46 new/month AVG (-2 - 493 range, N=93)
˃ 1-2 times/week – 34 new/month AVG (0 - 287 range, N=102)
˃ 1-4 times/month – 28 new/month AVG (-1 - 111 range, N=53)
˃ Less than 1/month – 18 new/month AVG (0 - 82 range, N=22)
˃ Never – 19 new/month AVG (-22 - 251 range, N=268)
» www.marketingland.com/library/social-media-marketing-news
» www.socialmediaexaminer.com
» www.emoderation.com/social-media-blog
» thenextweb.com
» socialmediatoday.com
» www.scoop.it/t/emerging-online-media