Date post: | 01-Nov-2014 |
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Social Media &Alumni Associations
a presentation bysidneyeve matrix
building engaged networks with sustained connectivity
image: m00by
image: anda ♥
this presentation is divided into 3 parts
social media optimization involves:objectivescontentanalytics
objectivespart1
goal setting
your objectives determine your channels and content strategy
image: bluman
with your team or alone, spend some time reflecting on your goals for social media, because
clear objectivesare the criteria by which to measure success of SM efforts
image: melissa gray
a half-dozencommon objectives6here are
to inspire you
1build a culture of engagementinvolve people inside & outside your organization in brand conversations
you can use social media to
expand network reachto include diverse publics2 you can use social media to
promote & socially activate eventsdrive enthusiasm, anticipation, registrations & networking
3you can use social media to
generate revenuesell merchandise, memberships, & fundraise4 you can use social media to
boost brandrecognitionamplify your mandate,values, mission &increase your visibility
5you can use social media to
raise satisfaction index6you can use social media to
ask/poll your members for input & ideas& use social communication to resolve issues in a timely way
image: Sara Ross Photography
contentpart 2
creating & collecting it
agile digital assetscreate & find shareable microcontent all over campus
you need stuff to share on your channels
content ideasa status update roundup
12need some inspiration?
image: 96dpi
content ideas: event promotion1
image by: Mike Rohde
image: lndhslf72
content ideas: milestone reportage2
milestone reportage: example 2
all the ingredients of a compelling story: bit of history + news update + progress report
a closer look:
content ideas: local campus news tidbits
spontaneous,timely, relevant promosadd *value* for followers3
local campus news tidbits: example 2
notice the #UIndy brand hashtag,a nice touch!
local campus news tidbits:example 3
tweeting snapshots of campus (builds event anticipation and also leverages nostalgia)
in less than 24 hours
twitpic is a free social media tool for sharing imagesa closer look:
taken with an iPhone, agile digital creative content
content ideas: photosharing4
photosharing example 2: archives!
photoblogging archive imagesa closer look:
just add: a captionanda call to action
content ideas: contest5
contests and user-generated contenta closer look:
prize as described is relevant and useful to photographers
cross-platformcommunication
a closer look:
tweet link points users to Facebook page
McMaster tweets the first photo contest entry
contests can generate stream of UG content for wall
ouch! these optics make it appear that university is more interested in broadcasting than in listening to or engaging with followers' updates
at the issue of reciprocity and network developmenta closer look:
in lieu of followbacks, consider lists for network developmenta closer look:
content ideas: real-time conversations
active social media *listening*
6
content ideas: faculty & administrationresearch/news appearances7
content ideas: profile your VIPs8
image: Paul 李加乂 Li
content ideas: interview your association members9
a closer look: here is the interview
oops! always brand your channels
ask your members to share advice for the next gen
content ideas: call to action, invite alum to get involved
image: kk+
10
content ideas: promote specific benefits of membership
image: Abdullah AL-Naser
11
12 content ideas: say thank you!incentivize giving with donor recognition
ask for & reward campaign participationa closer look: another way to recognize members
the askthereward(recognition)
optimizing your alumni associationFacebook page content
image: Franco Bouly
3 quick tips
image: "iPad Stand" by Veronica Belmont
claim your vanity URL25 page likes required
makes it easier to share/remember your Facebook address
create a
"like" optimized landing page
thoroughly app-ifiedbecause FB is ending support for *boxes*
NB
analyticspart 3:
getting started
social media internal audit
benchmark datastep 1: gather
measure everything!and get a sense of where you are starting from.
Blog/website Traffic/viewsEvent AttendanceMentions/retweets/reachLikes/FollowersVolunteers/memberships
growbigger ears*
step 2
thanks Chris Brogan*image: Yvonne in Willowick Ohio
a free tool to help you listen to buzz about your school in mainstream press, the blogosphere, and on social networks
measuring impacttracking status update impressions & click stats with bit.ly, a free tool
want to know how many people clicked on that link you tweeted?
note: jobs got the most retweets
always check your retweets on Twitter to see what kinds of content will "grow legs" with your followers
And lastly, 3 insights from our research:engaging & successful social media alumni association campaigns
often have a sense of humor,promote people in their network,
and optimize the power of nostalgia.
image: Evil Erin
Questions?Hope you get in touch!
image: clevercupcakesof Montreal
psst! need a free QR code generator? try: qrcode.kaywa.com
ThankyoutoAlexandraMacgregorforresearchanddesignassistance.
ContentsofthispresentationincludingimageshaveCreativeCommonsAttribution‐Noncommercial‐ShareAlike3.0Licenses.
about the authorSidneyeveMatrix,PhD.Queen'sNationalScholar,Film&Media@Queen'sUniversity
Online:MatrixMediaFX.com+SidneyeveMatrix.com
social media design + buildimage: agaumont