Developing a Social Media Strategy

transcript

Ashley SchafferEbe Randeree

For Your Organization

What is Social Media?Social media is the means of interactions among people in which they create, share and exchange information and ideas in virtual communities and networks.

Why Use Social Media for Marketing?Social media can help you:Promote your organizationRecruit students Advertise events Reach key stakeholdersRealize your goals

Some Interesting Facts about Social Media 27% of U.S. internet time is spent on social networking sites

(Source: Experian)

15% of totally U.S. mobile internet time is spent on social networking sites (Source: Experian)

Social media lead conversion rates are 13% higher than the average lead conversion rate (Source: HubSpot)

21% of marketers say that social media has become more important to their company over the past six months (Source: HubSpot)

Companies that generate more than 1,000 Facebook Likes also receive nearly 1,400 website visits a day (Source: HubSpot)

Where do we start?

Ask Your SLC…Do we have a social media strategy?

How can SLC students stay connected through social media? At your school Nationally

How can SLC students use social media to get the word out about: Activities Events Successes

Ask Your SLC…What are the best tools that can be used to

get effective broadcast, reach, getting to the public or press How do we get the word out beyond university

walls?

How do you measure ROI? What do you measure other than LIKES?

How do you stay ahead of the news and ahead of the tools?

Determine Your Goals and ObjectivesSetting goals and determining your strategy are essential to a successful social media marketing plan.

Determine Your Goals and Objectives

Determine Your Goals

and ObjectivesAccording to the 2012 Nonprofit Social Network Benchmark Report, nonprofits said their top three social media goals were:

1.Growing their base

2.Engaging members

3.Growing fundraising

Research

Determine:Social influencers Relevant contactsEngaging content Existing channels

Social InfluencersWhat are social influencers?

Social Influencer: People who create and share interesting or valuable content with the niche audiences that follow them

Social InfluencersAdvantages of Social Influencers:

Trusted more than brands

Produce earned media

Reach more targeted audiences Students*

Share more content across the web

Relevant ContactsWho are we trying to reach?

As an SLC, we want to reach:Current studentsProspective students

Engaging ContentWhat makes content engaging?

Adding more photos of activists to the organization’s online communications with its supporters “has resulted in more activists forwarding them to their friends, which increases the likelihood that those friends will become interested and join our network.”

Leslie Samuelrich, Chief of Staff at Corporate Accountability International

Choosing a ChannelThe social media platform you choose to use will depend on who your target audience is.

As an SLC, we want to reach students who may be interested in joining our organization.

What channel do we choose?

Primary Platforms

Facebook

Promote eventsEstimate attendanceReach a college audience

Facebook by the Numbers

665 million daily active users

1.1 billion monthly active users

751 billion mobile users

189 million mobile-only active users

TwitterBroadcast news stories from industry and research

Engage with similar organizations

Promote events

Twitter by the NumbersFastest growing social network in the

world by active users44% growth from June 2012 to March

201321% of the world’s internet population

uses Twitter every monthMore than 500 million registered

accounts

YouTube

Document events

Recruit new students (reaching K-12)

YouTube by the Numbers1 billion unique monthly users6 billion hours of videos are watched

every month Compared to: 4 billion hours in August 2012 3 billion hours in May 2012

Reaches more adults ages 18-34 than any cable network

Brand individual STARS members

Reach alumni and industry leaders

Enhance search engine results

LinkedIn by the Numbers200 million users2 new users join every second

Link Your SM Platforms

Measure Your Results

ROI – How do we measure?

For SLC:New membersEvent attendance

Test New Platforms

InstagramAn Instagram photo is worth a thousand

words Show people what your organization is about Promote events

Build awareness of your organization/cause by using hashtags Most popular: #nonprofit, #activism, #socialgood

Easy to link with other social media accounts

Tell a story

Show a process

Call to action

Make people think

Show results

Be TransparentSocial media is about building relationships.

Transparency is important in building relationships with your prospective organizations.

Transparency builds trust and a strong relationship.

Be Transparent

Outcomes:LoyaltyGood word-of-mouthPossibility of future purchases*For an SLC, future members

Case StudiesOne Million Bones

Spreading Advocacy Through Social Media

Yale University Higher Education Using Social Media to Recruit New

Students

STARS and Social Media What Are They Doing Now? How Can They Improve?

One Million Bones Spreading Advocacy through Social Media

One Million BonesSpreading Advocacy Through Social Media

What is Thunderclap? The first-ever crowd speaking platform

that helps people be heard by saying something together.

It allows a single message to be mass-shared, flash-mob style so it rises above the noise of your social networks.

Tangible way to measure awareness.

One Million BonesSpreading Advocacy Through Social Media

Our organization started the

#OneMillionBones hashtag

Yale and Social MediaYale was rated one of the top colleges

using social media for higher education Instead of posting about basic school

information and updates, Yale posts about a variety of topics on their social media pages

Lesson: Adding variety and interesting content helps you stand out in a student’s (or consumer’s) mind

Yale and Social Media

STARS and Social Media

STARS and Social MediaHow could we improve STARS’ social media presence?

STARS and Social MediaFacebook Create a page

Share photos, related articles and upcoming events

Instagram Use similar to Flickr Use hashtags to expand reach/impressions

Twitter Be more active

Share news about technology-related topics to keep audience engaged

Questions?

Developing a Social Media Strategy

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