Developing a Social Media Strategy

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 organization

Recruit students

Advertise events

Reach key stakeholders

Realize 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 Objectives

Setting goals and determining your strategy are essential to a successful social media marketing plan.

Determine Your Goals and Objectives

Determine Your Goals and Objectives

Determine Your Goals

and Objectives

According 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 contacts

Engaging content

Existing channels

Social Influencers

What are social influencers?

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

Social Influencers

Advantages of Social Influencers:

Trusted more than brands

Produce earned media

Reach more targeted audiences

Students*

Share more content across the web

Relevant Contacts

Who are we trying to reach?

As an SLC, we want to reach:

Current students

Prospective students

Engaging Content

What 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 Channel

The 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 events

Estimate attendance

Reach 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

Twitter

Broadcast news stories from industry and research

Engage with similar organizations

Promote events

Twitter by the Numbers

Fastest growing social network in the world by active users

44% growth from June 2012 to March 2013

21% of the world’s internet population uses Twitter every month

More than 500 million registered accounts

YouTube

Document events

Recruit new students (reaching K-

12)

YouTube by the Numbers

1 billion unique monthly users

6 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

LinkedIn

Brand individual STARS members

Reach alumni and industry

leaders

Enhance search engine results

LinkedIn by the Numbers

200 million users

2 new users join every second

Link Your SM Platforms

Measure Your Results

ROI – How do we measure?

For SLC:New members

Event attendance

Test New Platforms

Instagram

An 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

Vine

Tell a story

Show a process

Call to action

Make people think

Show results

Be Transparent

Social 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:

Loyalty

Good word-of-mouth

Possibility of future purchases*

For an SLC, future members

Case Studies

One 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

One Million BonesSpreading Advocacy Through Social Media

One Million BonesSpreading Advocacy Through Social Media

One Million BonesSpreading Advocacy Through Social Media

One Million BonesSpreading Advocacy Through Social Media

Our organization started the

#OneMillionBones hashtag

Yale and Social Media

Yale 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

Yale and Social Media

Yale and Social Media

Yale and Social Media

STARS and Social Media

STARS and Social Media

STARS and Social Media

STARS and Social Media

STARS and Social Media

How could we improve STARS’ social media presence?

STARS and Social Media

Facebook 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?