Centralized or Decentralized
The Hybrid Social Media Strategy
Chris Barrows Social Media and Mobile Products Coordinator (New York University)
Tuesday, Oct. 21st 2014 #mcs12| #heweb14
Who Am I?
@CBarrows
Photo Credit: Sy Abudu #mcs12| #heweb14
Digital Communications Group
www.nyu.edu/digicomm
Flickr User: DSkley #mcs12| #heweb14
Get To Know New York University
Photo credit: Nick Johnson #mcs12| #heweb14
NYU Schools
Flickr User: Klingon65
14 Schools, Colleges, and Divisions
19,401 Undergraduate Students
18,990 Graduate and Professional Students
470,000 Alumni
#mcs12| #heweb14
Global Sites and Study Away Locations
Graphic Credit: Mark Courtney #mcs12| #heweb14
NYU Accounts (Facebook and Twitter)
633 Facebook Accounts
645 Twitter Accounts
DATA: (UPDATED AUGUST 2014)*
0
175
350
525
700
Facebook Twitter
#mcs12| #heweb14
Flickr User: Tasayu
Looking BackWhere Was NYU on Social Media?
#mcs12| #heweb14
Lagging, not Leading
Flickr User: ChasingFun #mcs12| #heweb14
?IS OUR CURRENT STRATEGY WORKING?
#mcs12| #heweb14
?ARE WE EFFECTIVELY COMMUNICATING WITH OUR COLLEAGUES ACROSS THE UNIVERSITY?
#mcs12| #heweb14
?COULD YOU REALISTICALLY LEAD ALL MANAGEMENT OF SOCIAL MEDIA CENTRALLY FOR THE ORGANIZATION?
#mcs12| #heweb14
Thinking Hybrid
Source: The Lego Movie - Warner Brothers #mcs12| #heweb14
It doesn’t work like this…
Setting Goals
• Build A More Successful Flow of Communication
• Enhance Social Media Culture at NYU
• Increase Cross School/Organization Collaboration
Flickr User: Keylosa #mcs12| #heweb14
Steps to Building A Hybrid Strategy
Flickr User: MelusinaParkin
1. Start With A Strong Foundation
2. Build A Communication Strategy
3. Open and Establish Communication 4. Foster Community
#mcs12| #heweb14
Hybrid Strategy Step 1Start With A Strong Foundation
Flickr User: pareeerica
• Document Strategy• Social Style Guide• One-Pager Help Guides
#mcs12| #heweb14
Take the Lead
Flickr User: wentzelepsy #mcs12| #heweb14
Be Seen and Earn Trust
Flickr User: Glasgowamateur #mcs12| #heweb14
NYU Social Media Webpage
Source: Flickr User: dskley
www.nyu.edu/socialmedia
#mcs12| #heweb14
Steps to Building A Hybrid Strategy
Flickr User: MelusinaParkin
1. Start With A Strong Foundation
2. Build A Communication Strategy
3. Open and Establish Communication 4. Foster Community
#mcs12| #heweb14
Hybrid Strategy Step 2Build Communication Strategy
Flickr User: Courtneyrian
• Generate A Contact List
• Use A Roadmap
#mcs12| #heweb14
Create A Contact List
Image: Canva
Phone
School Directory
Contact Resources
Current Contacts
#hybridsocial| #heweb14
Use A Roadmap
Flickr User: Curtis Perry #hybridsocial| #heweb14
On The Road to Leading
Flickr User: Wisefly #mcs12| #heweb14
Steps to Building A Hybrid Strategy
Flickr User: MelusinaParkin
1. Start With A Strong Foundation
2. Build A Communication Strategy
3. Open and Establish Communication 4. Foster Community
#mcs12| #heweb14
Hybrid Strategy Step 3 Open and Establish Communication
Flickr User: Rusysheriff
• Inform and Update
• Encourage Sharing
• Educate Through Training
#mcs12| #heweb14
Inform and Update
Photo Credit: http://po.st/St4kZg #mcs12| #heweb14
Educate Through Training
Flickr User: pareeerica #mcs12| #heweb14
…so this doesn’t happen
Source: Marketoonist #mcs12| #heweb14
Encourage Sharing
Flickr User: Dybiz #mcs12| #heweb14
Steps to Building A Hybrid Strategy
Flickr User: MelusinaParkin
1. Start With A Strong Foundation
2. Build A Communication Strategy
3. Open and Establish Communication 4. Foster Community
#mcs12| #heweb14
Hybrid Strategy Step 4 Foster Community
Image Credit: NYU Community Services #mcs12| #heweb14
NYU Social Media Ambassadors
Flickr User: Docsearls
“The Social Media Ambassadors Group is designed to facilitate community amongst the members increasing knowledge, awareness, and best practices in the areas of social media at NYU.”
#mcs12| #heweb14
Social Media Ambassador Meetings
Photo Credit: Sy Abudu #mcs12| #heweb14
Social Media Ambassador Meetings
Image: NYU Social Media Ambassadors Google Group #mcs12| #heweb14
Leadership and Collaboration Blossom
Photo Credit: Sy Abudu #mcs12| #heweb14
Success Story - NYU Human Resources
#mcs12| #heweb14
Success Story - NYU Human Resources
#mcs12| #heweb14
Flickr User: Flixelpix
• Has seen a steady increase in job applicants who cite “social media” as a referral source
• Have consistently been featured in top tweets (using #NYUsGotTalent)
Success StoryHuman Resources and Social
#mcs12| #heweb14
Success StorySchool Collaboration
Flickr User: roboppy #mcs12| #heweb14
Flickr User: Flixelpix
• Hired a Social Media Coordinator | Social Lead
• In the process of creating their own Social Ambassadors
• Grew to be the largest school on social at NYU
Success StorySchool Collaboration
#mcs12| #heweb14
Success Story#CongratagradNYU
Photo Credit: NYU Photo Bureau - Hollenshead #mcs12| #heweb14
Flickr User: Flixelpix
• Trended nationally on Twitter for over 5 hours
• Over 1,100 unique users (Twitter)
• Doubled reach from 2013 (1.9 million)
Success StoryCongratagradNYU
#mcs12| #heweb14
Flickr Image: ONYJCASE
Where Is NYU on Social Media now?
#mcs12| #heweb14
NYU Stories
www.nyu.edu/nyustories
Flickr User: DSkley #mcs12| #heweb14
NYU Stories
Video Producted by: Sy Abudu #mcs12| #heweb14
Active Level Increase
DATA: (UPDATED AUGUST 2014)*
#mcs12| #heweb14
Leading, Not Lagging
Flickr User: Bogdix #mcs12| #heweb14
Excited for what’s next…
Flickr User: Weinand #mcs12| #heweb14
…the Road Continues
Flickr User: Weinand #mcs12| #heweb14
Contact Information
@CBarrows http://po.st/BarrowsLinkedIn
Photo Credit: Sy Abudu #mcs12| #heweb14
