Strategic Social Media Management Prepared for Harvard University Contact:

Transcription

1 Strategic Social Media Management Prepared for Harvard University Marketing That Makes You Money

2 Resources Presentation and Handouts Questions after the program Twitter Harvard Tools Social Media Policy Learn From Others

3 Benefits of Social

4 Why Programs Fail No vision No buy in Lack of time Not listening Broadcast mentality Fear of failure

5 Lesson #1 Don t Build a Social Media Strategy

6 Harvard Consistently #1

7 Be Stubborn With Your Vision Why are you doing this?

8 Be Stubborn With Your Vision Why are you doing this? Examples "Our social media vision is to increase awareness of our research and get other geneticists participating in the conversation. "Our social media vision is to be better connected with students living on campus and increase participation in on campus safety courses. To get you started Create more/better interaction with customers Create conversation with experts Improve customer service Understand trends to improve knowledge and relevancy of our content Improve internal collaboration Aid in recruitment employee, student, experts etc. Increase community interaction Expand reach and connect with people who do not know about our work Generate more blog/web site traffic Monitor and enhance department reputation Deliver information more quickly and timely Gather competitive intelligence Get input for new research Generate leads

9 Blogging Makes a Difference Some Examples Princeton Purpose: To develop and maintain a reputation for Princeton's social media presence as an important forum for conversations about a range of issues; to use social media as an integral part of an overall communications strategy to maintain and increase the prominence of Princeton University's programs, initiatives and members of its community; and to engage a full range of constituencies in new and flexible ways. Georgia State University Library Social Media Statement The Library s social media services will be used to promote understanding of information literacy and library services and to create an informed, involved patron community through social media platforms.

10 Lesson #2 Be Specific

11 Who Are You Trying To Reach? Influences Channel Goals Content

12 It s Not All About You Image property of keablogs.com

13 Set Purpose for Each Channel For Instagram we will share photos that communicate our company culture. We will do this by posting 3 photos a week that will achieve 30 likes plus 10 comments each. For Instagram we will share photos that communicate our company culture [to help us attract and retain top technical talent]. We will do this by posting 3 photos a week that will achieve 30 likes plus 10 comments each.

14 What Indicates Success? Conversation Amplification Applause Economic Value

15 Blogging Makes Dashboard a Difference

16 Lesson #3 1 Person s Responsibility Many Can Contribute

17 Why Programs Fail Lack of buy-in Lack of time

18 Tips for Getting Buy-In Lead with the why Assign an owner Create an event Get people involved Report regularly Allow time for training and education

19 Lack of Time Lead with the why Assign an owner Get people involved Don t surrender to perfect Content Calendar and Schedule HootSuite Buffer Create multi-use content Put it in your calendar Schedule the time its not an adjunct to your job it is part of your job But post when people are listening Get in, Get out

20 There is a lot of noise For me, marketing with social media is harder than it was 12 months ago

21 Time commitment remains similar

22 Blogging Makes An Example a Difference

23 Why Programs Fail No vision No buy in Lack of time Not listening Broadcast mentality Fear of failure

24 Lesson #4 Content Context Marketing That Makes You Money

25 Blogging Makes a Difference Some Examples Use twitter and other social media accounts to notify the community about relevant news and information that needs to be spread quickly Create a universal hashtag during an event, that allows attendees to participate as the event happens

26 Blogging Makes a Difference Some Examples Facebook Office Hours: 1.) Post about the office hours 2.) Video by professor 3.) Ask questions via comments 4.) Response video by professor answering questions

27 Blogging Makes a Difference Some Examples In this example, Harvard uses ITunes, taking engagement to another level, by advertising a free lecture their audience can download. Harvard chose to use Facebook and other social medias to promote this

28 Listen What do you want to listen for? Department Name Competitors Topical Other Search Google Addictomatic.com It s about more than capturing the comment Engage and follow influencers

29 Blogging Makes a Difference

30 What s Your Gameplan?

31 Best Practices and Next Steps 1. Set a vision and communicate 2. One owner, multiple participants Give people the time 3. Pick the right platform Based on vision Based on audience 4. Great content Right context Create calendar Be timely 5. Listen and share more than you talk 2 ears, 1 mouth 6. Measure

32 How Schools use Social Media Learning/Academic Recruitment Community Building Information Sharing Professional Development Infographic: Onlineuniversities.com

33 Thank You! Get materials at Questions?