#SocialMaintenance. Facilities Communication in the 21 st Century

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1 #SocialMaintenance Facilities Communication in the 21 st Century

2 Today s Presenters Dave Irvin Associate Vice Chancellor for Facilities Services The University of Tennessee Mark Helms Assistant VP of Facilities Services University of Florida Caroline Johnson Regional Service Manager, Member Services Sightlines 2

3 Objectives for Success Evaluate the existing communication tools on your campus Determine if social media fits within your facilities communication strategy Consider the benefits of adapting or growing your social media presence to engage campus constituents Create a social media strategy and execute 3

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5 What is Social Media? 5

6 Quick Facts Social networking site that allows registered users to create profiles, upload photos and videos, send messages, and keep in touch with friends, family, and colleagues. Photo-sharing application and service that allows users to take, edit, and share pictures and videos publicly or privately. Microblogging site that allows users to send and receive short messages of approx. 140 characters (tweets) in real time Application that allows users to send and receive short-living photos and videos and create narratives (Stories) that appears for 24 hours and can be viewed by the user s friends an unlimited number of times before they expire 6

7 Quick Facts 1.9 B monthly users Ages % of users spend 20 minutes or more on Facebook 600 M monthly users 90 % of Instagram users are under % of Instagram users follow brands 317 M monthly users Ages Users spend approx. 2.7 minutes on Twitter s mobile app daily Over 160 M daily active users; 60 % of Snapchat user range ages B+ videos are viewed on Snapchat every day 12 M in U.S. engage with Live Stories instead of TV for similar types of Events 7

8 Like it or Not, Your Students are Talking to You 8

9 Students are More Vocal than Ever and are Turning to Social Media to Share their Feelings 9

10 Top 3 Benefits of Having a Social Media Presence 1. Allows facilities teams to build and strengthen their organization s relationships with customers 2. Allows for real time communication 3. Proactive management of dissatisfied customers 10

11 Don t Take it From Me Meet Olivia & Jack Jack: Junior at University of Oregon, Broadcasting Major Olivia: Sophomore at Point Park University, Dance Major 11

12 Snap Chats from Two College Students Editors note: This clip was exaggerated for theatrical purposes 12

13 Social Media Platforms in use: Twitter, Facebook, Instagram and YouTube Active Since: Twitter & Facebook 2012; Instagram 2013; YouTube 2015 # of Followers: 1,985 collectively Responsible Party: Brooke Krempa, Communication Coordinator How does this fit in with your work order system?: If any issues/concerns come in over social media we direct them to our One Call number that is available 24/7. Other campus social media managers also direct matters to the one call number and tag us in posts. Who are you looking to reach?: Twitter/Instagram: Students, faculty, and staff Facebook: Internal staff, faculty, staff, students YouTuber/Pinterest: Campus and entire external community Do you have existing guidelines/code of conduct? We use the University of Tennessee s guidelines 13

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16 Putting a Face to Facilities Services 16

17 Using Social Media as an Engagement Tool 17

18 For Construction Updates 18

19 For Recognition 19

20 As a Communication Tool 20

21 Social Media Platforms in use: Facebook, Instagram, and Twitter Active Since: Fall 2017 # of Followers: 218 and growing! Responsible Party: The Agency, School of Media at UF How does this fit in with your work order system?: Every tweet/interaction will be inputted into the work order system Content is created on a project by project basis Who are you looking to reach?: Reaching entire UF community. Promoting in campus paper and with public radio station (55 spots) Do you have existing guidelines / code of conduct?: Follow UF guidelines and Mark has authority over all posts. 21

22 Creating a Platform from Scratch 22

23 It Started With the Need to Rebrand Created Campaign: With Every Step Beginning to get the Facilities Services name out Using Social Media to assist 23

24 Using Campus Resources The Agency is within the College of Journalism and Communications Developed an integrated communications strategy Creates 10 posts at a time for Mark to review 24

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26 Social Media and Hurricane Irma Keep campus users informed and showing your commitment as a facilities team to keep campus users safe 26

27 What About Snapchat? Allows for real time communication Users can geotag where they are on campus Can send you a video of the problem at hand Leaky roof, pothole in a parking lot, pest control issue Can also use to understand what s going on campus wide by viewing campus stories Understand what buildings the University is highlighting to perspective students 27

28 Top Tips to Build a Successful Social Media Presence Create a social media marketing plan before you begin Manage the frequency of posts Learn how to automate and schedule posts to save time Responsiveness: Make sure this is an interactive tool Not enough to just post! A two way conversation is key! Monitor your social media pages People have all the power to say whatever they want about your services (positively and negatively). Your reply is your PR 28

29 Top Tips to Build a Successful Social Media Presence Engaging: Have different types of posts News/Updates Questions Competitions Offer a variety of interactions (news, recognition, campus happenings) Applicable: This is a business page, keep it aligned with the university s mission Keep to your brand 29

30 Common Questions 30

31 Should I Give Social Media Responsibility to the Youngest Member of My Team? Not so fast! Creating a silo with one of your most important marketing tools and channels is counter-productive to building an effective integrated marketing culture. 1. Make social media everyone s responsibility 2. Integrate into your business processes 3. Think about social media with everything you produce and how it will play a role *Source: Inside Higher Ed 31

32 Is Social Media the New Work Order? 32

33 Will Social Media Work at My Institution? What about the cost? How do we manage this initiative without increasing our budget? My colleagues resist change How can I create buy in? I m a small school, will this work for me? 33

34 Questions & Discussion 34

35 Contact Information Caroline Johnson

36 What s Next: 12:30 2:00pm Lunch available to eat-in or take to-go. 36