Date post: | 22-Nov-2014 |
Category: |
Technology |
Upload: | geoff-campbell |
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Building your social media strategy
Or - How to win friends and influence people
What we’re going to talk about
• Strategy
• Tactics
• Metrics
About me• Former editor of the
Baron
• Former provincial and business reporter for the Telegraph-Journal
• Web Strategist for the University of New Brunswick
• Used to drive armoured vehicles. Seriously.
What does a web content strategist do?
• Connects audiences with the information they are most interested in
• Engages audiences using a variety of platforms - web, social networks, e-mail to create, maintain or strengthen relationships
UNB.ca
• Most important communications platform for the university for reaching prospective students, alumni, donors and the general public
• More than 100,000 monthly visitors
• Site down from 200,000 pages to approximately 50,000
@UNB
• More than 3,200 Facebook fans (without spending a single dime!)
• More than 2,000 Twitter followers
• Nearly 50,000 video views on YouTube (most in the last year alone)
• Still figuring out how to leverage Flickr more...
Technology last
What is a strategy?
• It is a plan of action to achieve a specific goal
What are some potential goals?
• Boost readership
• Engage audiences for longer
• Find stories
• Find volunteers
• Promote great stories to the wider public
• Generate revenue
Tactics
• Actions that lead to the execution of your strategy
Metrics
• Ways to measure how successful your tactics are and whether you’ve achieved the goals of your strategy
Some ideas
Tactic Goal Metric(s)
Facebook Fan Page / Twitter
Feed PostsBoost readership
Increased print pick-up, increased
pageviews on website
Use videos, Flickr slideshows, Document
Sharing tools
Engage audiences more
Longer time on site
More ideas
Tactic Goal Metric(s)
Use free tools to monitoring social
mediaFind stories More ideas at
story meetings
Use web traffic monitoring to
determine which stories resonate
Engage audiences more
Longer time on site, more pageviews
Even more ideas!
Tactic Goal Metric(s)
Celebrate successes, network
Increase volunteers
Recruit four or five new
volunteers
Sponsored live tweeting of
sporting events, ads in videos
Generate revenue
Additional funds received
Do’s
• Set up Facebook Fan Pages, Twitter accounts, Flickr, YouTube/Vimeo
• Embed streams from social media into your sites
• Use contests and giveaways to increase fan base and engagement (and generate revenue!)
• Experiment, experiment, experiment!
D’ohs
• Let accounts lapse, stagnate
• Just post links to your social media site and don’t do anything else with them on your site
• Go overboard with sponsorships or ads
• Get into arguments with PR folks
Examples
Discussion