Social Media: To Do or Not To Do

Transcription

1 Social Media: To Do or Not To Do Nikki Goodenow Trademark Licensing Director West Virginia University Philip Dooley NFL & College Brand Manager 47 Brand Kurtis Mason Administrator of Trademarks & Licensing Oklahoma State University

2 Nikki Goodenow Trademark Licensing Coordinator West Virginia University

3 Background Information Started Facebook page in April of ,100 Followers Target Audience: Alumni, Campus Community, Parents and Fans Chose Facebook as the best platform to reach this demographic Only focused on Facebook

4 Getting Started Who is going to manage the page? What are your goals of the page? Set and commit to a calendar for content. How often/when to post? Monitoring posts a must. Know the graphic sizes - cover photo, profile pictures, graphics posted in timeline. Including a picture or graphic in posts draw more reaction. Sharing Posts - add in your own comments. Gaining followers.

5 Posting Posting links - Revise information to be specific to content.

6 Use pictures that are more attractive. Use images from the website and crop it so the relevant parts of the photo are prominent.

7 What to Post? Marketing programs and initiatives Share new or relevant products; and work with Licensees Fan interaction/questions to fans Educate about licensed products Contests

8 Marketing

9 Posting videos - YouTube is compatible, Vine is not. You can also use.mov files.

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11 Products

12 Fan Interaction

13 Ask fans if they need help finding a product. Opens dialogue, get ideas for new products. WVU now offering baseball and soccer jerseys due to fan requests.

14 Education Licensed Products vs Unlicensed Products

15 Contests Work with licensees to donate product. When posting, use a picture of the product, tag the licensee, share link to directly buy product and share where to buy in store, if possible. Use Random.org to select winners.

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17 Tips for Social Media Success Have fun. Be creative. Engage fans and start a dialogue. Reach out to licensees, retailers and campus partners to share and find new content. Search other pages for ideas. WVU Trademark Licensing Nikki.Goodenow@mail.wvu.edu

18 Philip Dooley NFL & College Brand Manager 47 Brand

19 47 Brand: Instagram Stats Instagram is where many young adults consume media. There are 150 million monthly active users. 41% of usage comes from year olds. 35% from year olds. 51 % of users are male and 49% are female. 86% of top brands have Instagram accounts. *Instagram *GlobalWebIndex Q1-Q *SimplyMeasured Instagram Report

20 47 Brand: Instagram Engagement Engagement levels are higher on Instagram than other networks. Images are easier to consume and engage with than text. It is easier to double tap an image than RT/ share, RT+ add a comment, or reply / comment. It is easier to write a response since there is no character restriction. However, compared to other networks, liking a photo on Instagram is a lower level engagement, since others will not be aware of the action.

21 47 Brand: Instagram Account Management We have a dedicated manager of our online communities. Our Interactive Marketing Manager is responsible our social media strategy, execution, and metrics. We collect content from multiple sources. Our photography, video, and copy come from our internal marketing team, our video content agency, and our social media agency. We loop our social media contributors into all marketing initiatives. Our Interactive Manager and social agency are made aware of top initiatives in advance to allow for post planning and content collection. We maintain a social media calendar to identify content needs in advance. We build major sporting events, national holidays, and other relevant happenings for our business into a content calendar so we know what content we need to create or source.

22 47 Brand: What to Post We show our history and heritage. Show pieces from your historical archives, highlight traditions, and share interesting information.

23 47 Brand: What to Post We show our community where we are and what events we re attending. Show off your campus and facilities, and photos from your events.

24 47 Brand: What to Post We show real moments with real people wearing our products. Show real moments when your students, athletes, alumni families and staff wear university gear.

25 47 Brand: What to Post We show new product and product details. Show new product in your college bookstore. Provide a call-to-action to purchase. *Jab, Jab, Jab, Right Hook concept*

26 47 Brand: What to Post We acknowledge timely events and highlight other communities. Show your teams in action and highlight your school in the context of current events.

27 47 Brand: Instagram Do s Focus on quality, before quantity. Set obtainable posting goals and follow best practices. If you lack high-quality, meaningful content, resist the urge to post until you do. Be detail-oriented. Always check for spelling, grammar and content accuracy. Users notice small errors and will let you know you made a mistake. Use hashtags. Posts with at least one hashtag average 12.6% more engagement. Post with a location tag. Posts tagged with a location receive 79% higher engagement. Test execution styles. Try different creative executions, from varying copy length to trying different filters. For example, the average caption is 138 characters long but there is no statistically significant correlation between caption length and engagement. Tag other users, responsibly. Tag active users who would benefit for seeing your content. Posts that include another user handle in the caption net 56% more engagement. Respond to your community in a timely manner. Address complaints, but also acknowledge positive comments to encourage your community to keep behaving in that fashion. A community is made up of individuals, and everyone wants to receive individual attention.

28 47 Brand: Working with us 1. Extend Reach and Leverage Our Content. Facilitate an introduction between your social media manager and our Interactive Marketing Manger. Make 47 Brand aware of your initiatives, plan dual content posts, and utilize our creative assets to expand your communication reach. 2. Activate and Engage Communities. Plan a partnership with us. For championships, anniversaries, or other exciting happenings, work with 47 Brand to offer up special gear or event access with a social media activation. 3. Tag and Hashtag Posts. in applicable posts so we can comment and like your post. Include the following hashtag to gain additional impressions and to inspire user-generated content. #LetYourYouOut #LetYour(TeamMascot)Out #LetYour(SchoolName)Out

29 47 Brand: Working with us 4. Create a Let Your You Out image using our Tumblr Tool. Visit, as well as encourage your fans to visit, where you can upload your own image and create a custom Let Your You Out photo. Save this image from our Tumblr page and use it as an Instagram post.

30 47 Brand: Advanced Tips Utilize the bio description to promote a link or happenings on other platforms. Giveaway special prizes and experiences. Partner with other social media handles to extend reach and increase engagement.

31 47 Brand: Advanced Tips

32 Contact Info Victoria Barnaby Interactive Marketing Manager Philip Dooley NFL and College Brand Manager Other Helpful Resources: - Jab, Jab, Punch, Right Hook by Gary Vaynerchuk - Blogs and Reports from - SproutSocial - Percolate - Moz - SimplyMeasured blog posts and reports - Mashable

33 Kurtis Mason Director of Trademarks & Licensing Oklahoma State University

34 Goals Promote the latest info on Oklahoma State merchandise, retailers and promotions Raise awareness of the Oklahoma State brand through licensed product

35 History University s official channels created constraints for licensed-driven posts, tweets Allowed for content freedom Direct voice to fans for licensed goods Managed by myself and interns

36 Early Challenges How do we engage fans/alumni Why should people follow How do we gain followers/audience How do we provide unique content University has lots of accounts Content must be unique & relevant to your audience How do we keep content updated/fresh

37 Accounts

38 Partnerships Are Key Seek advice from key campus social contacts Don t compete with other accounts Partner with Retailers Licensees Academics Athletics Partnerships expand reach & build followers

39 Retailer Support Promote through purchased product Partner giveaways Dual retailer promotions Simple shout outs Use correct hashtags Include retailer accounts

40 Retailer Support

41 Retailer Support

42 Retailer Support

43 Retailer Support

44 Licensee Support Similar to Retailers Purchased product Partner giveaways Simple shout outs Use correct hashtags Include licensee account Joint posts Builds partnerships adds value to doing business with your institution

45 Licensee Support

46 Licensee Support

47 Licensee/Retailer Support

48 University Support Adds value to university accounts Helps expand reach Be part of conversation Improves relationships Provides consistent messaging across university accounts

49 University Support

50 University Support

51 Misc. Keep accounts updated How often to post Enforcement tool Review analytics Develop social calendar Imagery very important Be part of conversation Avoid saturation, competition with other accounts & don t make it your personal platform

52 Other Good

53 Other

54 Social Media: To Do or Not To Do Nikki Goodenow Trademark Licensing Director West Virginia University Philip Dooley NFL & College Brand Manager 47 Brand Kurtis Mason Administrator of Trademarks & Licensing Oklahoma State University