Part I: The Admin Stuff. Today s Agenda 4/18/2016. Welcome. Social Media Mix. Know Your Audience. About SAC. 6 Basic Objectives. The Marketing Plan

Transcription

1 Giving Purpose to Your Community College Social Media CASE Webinar April 19, 2016 Presented By: Melissa Aguirre, San Antonio College, Coordinator of Communications Vanessa C. Torres, San Antonio College, Director of Public Relations Welcome Back Video facebook.com/sanantoniocollege/videos 1

2 Today s Agenda Part I: The Admin Stuff Welcome About SAC The Marketing Plan Social in a Crisis Processes & Administration Part II: The Creative Social Media Mix Know Your Audience 6 Basic Objectives Writing for Social Measuring ROI & Engagement Part I: The Admin Stuff 2

3 Poll: How many FTE students does your institution serve? Fewer than 500 FTE 500-1,999 FTE 2,000-4,999 FTE 5,000-9,999 FTE 10,000-19,999 FTE More than 20,000 FTE Located in San Antonio Central, urban About SAC Alamo Colleges district Largest of five colleges Current Enrollment 20K SAC 60K District History Celebrating 90 Years 3

4 Poll: How many FTE marketing/communications staff do you have? or more SAC-PR Org Chart Team Members 4

5 College Marketing Plan Strategic Goals Student Success Principle-Centered Leadership Performance Excellence Integrate Content Across Channels Provide a consistent message Big Ideas, Small Budget District Large media buys Event/Geo Specific SACTACULAR Prioritizing Traditional vs. new Media Relations Still key for SAC FY 16 Budget Breakdown Operational Funds 50% Promotional Items 20% Print Advertising 10% Publications 5% Direct Mail 5% Radio/Sponsorships 5% Digital/ 2.5% Social Media 2.5% 5

6 Advertising on Social According to emarketer.com, in 2017, digital advertising will surpass TV for the first time, marking a major milestone in overall advertising spending. Facebook has become pay-to-play Boosted Posts & Targeted Ads Promoted Tweets Sponsored Posts Sponsored Snaps TV-Next-Year/ #sthash.boV8xFO5.dpuf Social in a Crisis Our Process Emergency Messaging 1 st Social ASAP Monitor posts Messaging Clear Consistent Frequent (when appropriate) 6

7 Managing Social in a Crisis Scheduled Messages Check your scheduled posts/tweets! Delete/reschedule Managing the Chaos Provide guidelines to contributors from other departments. Preventing a PR Nightmare Listen. Take action. Follow-up & follow through. 7

8 Trolls and Negativity When To Reply Questions Misinformation Complaints Trolls Good vs. Bad Negative Comments Your audience comes to your rescue. Working with Administration Process Official sites vs. registered accounts Internal Contacts Conduct / Title IX Supervising Upwards Coordinator -> Director Director -> President 8

9 Part II: The Creative SAC s Social Media Mix 9

10 Why Social Media? Which Social Media? Before you begin, ask yourself What is your goal? Who is your audience? 10

11 Poll: Which social media platforms are you actively using at your college? Check all that apply! Facebook Twitter LinkedIn Pinterest Google Plus+ Tumblr Instagram Flickr Vine Snapchat Other (use chat box) Six Basic Objectives for Social 1. Drive traffic to your website. 2. Connect with your target audience. Be accurate. Be relevant. 3. Respond to customer service issues. Be timely. 4. Promote your brand. 5. Generate leads. 6. Create an integrated approach. Be fresh. Be engaging. Be consistent. 11

12 Know Yourself Know Know Your Audience Know Your Message Know Your Medium Writing for Social Media Keep it Simple Be Careful Use One Voice Be Consistent 12

13 Best Practices Content Never run out of content Be succinct Media is the name of the game. Post photos and videos Facebook Live Feed Post Regularly Don t spam it Best Practices Timing is Everything Be Relevant Plan Ahead Be flexible Scheduling Built-in with FB Social media management software 13

14 Facebook Strengths: Videos have a high reach (right now) Insights Section Schedule Capability (be careful) Weaknesses: Algorithm (engagement) Not all activity can be monitored (settings) Everyone is an expert 14

15 YouTube Strengths: No algorithm It is set up to upload large files Weaknesses: Problems with music copyright Reach on FB drops Twitter Strengths: No algorithm chronological order Hashtags are prevalent for searches/categorization Live tweeting at events Weaknesses: Only 140 characters per tweet Tweets are easily lost Demographic trends younger 15

16 @SAC_PR Instagram Strengths: Hashtagsare prevalent for searches/categorization Growing demographic Quick posts Weaknesses: You can not hyperlink New algorithm (turn notifications on) Inappropriate use of hashtags 16

17 Instagram Snap Chat Strengths: No algorithm Geo-filters Growing demographic Weaknesses: Posts last 24 hours Character limit Features may not be appropriate 17

18 Measuring ROI Are you meeting your goal? SAC s goal is engagement. Review your plan Has your audience changed? Has the platform changed? Measuring ROI Know What to Measure Adjust strategy & tactics as necessary. Identify Effective Posts First Day of School Graduation Countdowns 18

19 Measuring ROI Snapchat Next Steps for SAC Managing the Shift Event promotion branding Increase Planning Efforts Weekly, monthly, quarterly, annually. #BeSACproud Final Thoughts Know Your Audience Plan, Plan, Plan Continuous Improvement Experiment & Have Fun! 19

20 Questions? 20