Post on 10-May-2015
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Liz H. Kelly, CEO, Goody PR & Goody Awards Property & Confidential
© 2013, Liz H Kelly (Proprietary and Con:idential)
Leveraging Social Media to Engage Alumni Presented to Johns Hopkins University Alumni Council
October 2013
Social Media Engagement Mass Reach for for 185,000 JHU Alumni
2!
! Why Social Media?
! Alumni Association Benefits
! Social Media Strategy
! Engagement Tips
! Best Practices
! Q&A
JHU Alumni crab feast in Marina del Rey, CA
© 2013, Liz H Kelly (Proprietary and Con:idential)
Why Social Media? Mass Reach for for 185,000 JHU Alumni Worldwide
! 50 % of world’s population is under 30 (big marketing reach.)
! Facebook has 1+ billion users & 50% visit daily.
! Twitter has 500 million users & is the fastest way to reach many.
! YouTube is the 2nd largest search engine behind Google
! Also important: Google+, Vine, Instagram Video, Pinterest, LinkedIn
3!© 2013, Liz H Kelly (Proprietary and Con:idential)
Fun post to engage alumni with historic photo
Alumni Association Benefits Social Media Wins
! How many of your local JHU alumni chapters have fan/group pages?
! What are the advantages of using social media to reach the 150,000 JHU Alumni worldwide?
4!
JHU Los Angeles Facebook Group
© 2013, Liz H Kelly (Proprietary and Con:idential)
Social Media StrategyBuilds consistency & community
! Who is your JHU alumni audience? Local, Global, Interest-based?
! What topics interest your JHU alumni audience?
! Who are the key influencers globally & locally?
5!© 2013, Liz H Kelly (Proprietary and Con:idential)
Engagement Tips Increase Likes, Followers and Comments
! Engage your fans in conversations:
! Post content that tells a story.
! Post more cool content vs posts about yourself.
! Ask fans for their opinion.
! Answer -> What’s in it For ME?
! Re-tweet, Reply & Favorite tweets from like-minded influencers.
! Like & Comment on other people’s Facebook posts consistently.
6!© 2013, Liz H Kelly (Proprietary and Con:idential)
Great post to engage fans by offering incentive to “Like” page
Facebook Best Practices Content and Timing
! What is the best type of content to post on Facebook? (photos)
! How many words do you think you should include in a post? (140 characters)
! What is the best time of day to post content on Facebook? (11am-1pm)!
! What are 2 times over the weekend that are the best times to post on Facebook? (Fri night & Sunday pm)
7!© 2013, Liz H Kelly (Proprietary and Con:idential)
Way too many words in this post. Keep to 140 characters if possible & link to details.
Twitter Marketing Big Picture
! Twitter is the fastest way to reach a mass audience.
! Easiest social media tool to reach like-minded people.
! Invite discussions with fans using #hashtags.
! Set up Lists to follow with key influencers.
8!© 2013, Liz H Kelly (Proprietary and Con:idential)
3 Twitter Tips Increase engagement by using Best Practices
! @ in front of a username = a “mention”
! # sign in front of a keyword (example: #Doctors) will add your tweet into a discussion thread.
! RTs and Favorites are similar to a “Like” on Facebook.
9!© 2013, Liz H Kelly (Proprietary and Con:idential)
Klout Measures Influence across all social media channels
10!© 2013, Liz H Kelly (Proprietary and Con:idential)
Engagement & Influencers increase Klout scores.
High Fan Engagement 90% engagement and 92% influence @GoodyAwards
Highly engaged audience recognizing social good globally on Twitter, Facebook and YouTube.
11!© 2013, Liz H Kelly (Proprietary and Con:idential)
82 Re-tweets of one post show high engagement.
SEO for Videos Help your fans find your content
! Videos are often shared by others if it is about something new, different, educational or funny.!
! SEO (Search Engine Optimization) can change everything!
© 2013, Liz H Kelly (Proprietary and Con:idential)
12!
Goody Awards Video A/B Test for the same video
© 2013, Liz H Kelly (Proprietary and Con:idential)
! Need a good story & good prize.
! Develop rules that avoid loopholes, may need legal input.
! Need graphic artist to design banners.
! Use “approved” tools.
Contests/Sweepstakes Develop a compelling story
Contests/Sweepstakes Develop a compelling story
13!
Analytics are a must Need tracking tools to measure results
© 2013, Liz H Kelly (Proprietary and Con:idential)
14!
Cause Marketing
ABC News Interview part of 4-month integrated marketing campaign for first Rich Woman Financial Education event in Hawaii
7 Goody PR Services Best Results when combined into Integrated Marketing Campaign
15!
Social Media
Compelling Content
Custom Goody Awards
Traditional PR
Goody Awards
Branding
Custom Training
© 2013, Liz H Kelly (Proprietary and Con:idential)
Contact We’d love to help you engage your fans!
© 2013, Liz H Kelly (Proprietary and Con:idential)
16!
! Liz H Kelly, Goody PR & Goody Awards Founder has built $million advertising campaigns for Fox Interactive Media/MySpace, Paramount Pictures & first Sprint PCS, and has worked with clients such as Toyota, University of Phoenix etc.
! Liz is on the Advisory Board for Net Impact LA & regularly does social media training/ panels, ie Digital Hollywood, Social Media Week LA, The GRAMMYS. She graduated from Johns Hopkins Univ Carey Business School in 1994.
! liz@goodypr.com, 1-310-987-7207
Liz H Kelly with Tim Sissons, Goody Awards intern & former Carey Business School President.